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Carol Andrews Q: What makes an advertising campaign effective? I advertise on eight or nine planning sites, but at least 90 percent of my inquiries come from referrals. I must be doing something wrong if I’m not getting a return on it. A: While there’s no recipe for advertising that works for every studio, there are some established elements of successful advertising. A distinctive style, an understanding of your ideal client and a little fortitude are important foundations. Understand and stay true to your style, and it will bring clarity to the look of your advertising and make a stronger impact on your ideal client.

It begins with the highest level of customer service and appreciation. com Everything Kay & Co. produces supports the brand, from the Christmas card selection, to gift certificates and gift cards. Example: We devised a client profile form bagged with our imprinted logo or custom- ment of our commitment to quality and the made stickers on the outside. We’re using value of the investment the customer will make, that we begin filling out during our first tele- large bags from Rice Studio Supply, and illustrated special portrait program descrip- phone conversation.

8G ED VR II comparatively shaky and unstable after using the VR II version. My test results in Figure 1 will show you what I mean. 8G ED VR II lens last November. If you tion could really be such an improvement. enabled, one without—handholding the own its comparable predecessor, the VR Based on my experience, it’s a marked improve- camera, with the same settings. 8G IF-ED, ment. I must stress that the first-gen VR the lenses performed about the same. But you might be wondering if this second- lens is hardly a bad piece of glass, but it feels compare the VR and VR II results, and the difference is stunning.

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