If you heard I was flying business class to Australia from Europe what would you think?

Lucky bastard

I’d love to do that

That’d be a dream

Oh man… I wish

You’ll never want to fly economy again

That sounds so good

That's freakin' awesome!

I'm so jealous

Would it matter if you’ve never flown business class in the past?

Probably not.

Surely you've heard good things about business class. You’d have an idea, an inkling, it’s so much better than economy even if you hadn’t experienced it yourself.

Why is that?

Because of airline ads and marketing? I don’t think so.

It’s because of stories. Stories you’ve heard from friends or family.

Word of mouth.

I can’t remember seeing an ad for business class. Not specifically and not in a way that friends or family recount trips after upgrades or choosing to fly business class. Yet the seats are always full!


Isn’t it the same with a photography business?

If we do an exceptional job, give exceptional service, surely clients will talk about us. Damn right they will.

Word of mouth trumps paid advertising and marketing… EVERY TIME.

What are you delivering that’s worth raving about?

What are you offering to the businesses class photographer above the economy class photographers?

Get this right and you have exclusivity and demand.

The result will be higher prices and a full calendar.

Get this right and you have success written all over your business.

In the world of big budget airlines, SEO, Facebook ads, Google Adwords, retargeting and marketing… Why don’t we see ads for business class flights?

Because what they are offering gets people talking.