Hi Karen
Congratulations on taking the plunge!
Hope some of my comments will help you... I, like you, have just started my photography business after being made redundant from my previous job in property development.
Worlds apart - I'm sure you'd agree, but I was in charge of marketing for this company and the following would be my advice to you (hopefully you'll find it useful since I am applying exactly the same philosophy to my own business).
1. Your problem is my problem - you have a bunch of stuff to shout about but need to condense into sharp, punchy, ad-speak (never enough room is there!).
To overcome this I would start to think 'what sets me aside from everyone else in my area?'. I wouldn't push services that are exactly the same as other photographers since I feel that the vast majority of customers would assume these features as standard.
Maybe your best lead is the fact that you come to them so they do not have the inconvenience of travelling to a studio? You can also push that you do not restrict on time by saying you will reserve the whole morning or afternoon to be with them in case you both feel there is still more to do to provide the client with the shots they're after (I would word it this way since it may put some people off if they get the impression they have to reserve several hours with you).
Maybe your add could read something like...
__________________________________________________ ___
'
Enjoy new and beautiful pictures of you and your family!
I will take your photos in the comfort of your home and garden at a pace that is comfortable with you and your family.
They will provide you with timeless enjoyment and make the perfect gift for your loved ones this Thanksgiving and Christmas.
Reserve your session before November XX and, mention this ad to receive TWO Free 12" x 8" prints.
Karen@JeanPhotography.com t.555-5555
__________________________________________________ ___
A BIG question I would ask though is 'is a newspaper ad the most cost effective method of advertising?'.
Paper ads need to be run for at least a month and need to always be on the right hand page (never place an add if you don't get this placement, no matter how cheap).
I don't know how much this would cost but I would be willing to bet that it would fund a couple of thousand good quality 'postcard' flyers that could be delivered at Mom and Toddler Groups, Retirement Clubs, etc. It may also be enough to provide you with a nice website? People could then 'join' your website to receive a discount and a monthly news letter from you that could include a couple of articles that relate to decoration and the home (the key here is to provide something of value - for free) and may prompt them to thinking 'Hey, we haven't got any good pics of the kids since they started school!'
What I wouldn't mention is that you're building a portfolio - It would scare people off, I would also think long and hard about how much you charge! What I mean by this is don't be too cheap! You have the luxury of a full time job so I would be temped to start high and bring your price down if you have to (it's always much harder the other way round).
Anyway, hope this helps a bit and please feel free to drop me a line if you want me to expand on any of these points.
Sorry about the long post, but hey, you started it!
