How to direct your message with photography
April 13, 2017
Update Your Headshot
April 13, 2017
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Target Marketing Strategy

Meet Polly Mertens

Meet Polly Mertens with Get Busy Thriving. Polly is a former Bulimic and now Recovery Coach who helps women recover and stop bulimia (or anorexia) forever. Polly wanted portraits of her that were dynamic and beautiful but also ideal to brand her. Our target marketing strategy for attracting the right client to her was to show what a happy life one can have after recovering from bulimia. After struggling with bulimia for 20 years she has made a full recovery herself. It has become her mission to help millions of women who also suffer from this condition.

“I want to be the #1 best selling and most effective program for binge eating on the market.

Her Top Values

 In order to build her fan base and attract the type of client she wanted we needed to define her values. In this way those women who have the same values will resonate with her instantly and become a fan. We discovered that  Health and Vitality, Love, Contribution, Fun & Playful, Happy, and Resourceful were the top 8 values to focus on.

Her Brand Persona

The personality of her brand is friendly and passionate with a deep sense of compassion and intuitive insight. She understands why her customer is the way she is and the motivations that made them that way. Polly is an expert on this subject because she has been through bulimia and recovered from it herself. She is super high Energy and Fun, especially now that she has overcome all her challenges. Her persona communicates that she is accessible to helping those who are suffering from anorexia with understanding and compassion.

The Goal

Polly’s primary goal was to polish up her image because she plans for a big expansion in her business. She says, “I want to be the #1 best selling and most effective program for binge eating on the market. I want to define and build the foundation of a beautiful brand that allows me to attract my tribe. I’d like to garner professional attention from media and influencers in order to up-level me as a leader in the personal development industry.”

“99% of my online income has been through people finding me on my website as a life/eating disorder recovery coach.”

Total looks we finalized for her photography session were 4.

  1. Bohemian, Indian, soft, nurturing, love, flirting
  2. Established, traditional, trendy, structured jacket, blouse
  3. Fun and playful, Rock Star look
  4. Sophisticated, beautiful, elegant, with heals

We are still working on portions of her brand and still plan on doing another photo shoot. Our next project will possibly be to showcase her as healthy, fit and Athletic. This might be running and jumping and “climbing” the mountain to freedom . Looking forward to seeing her grow.

If you are interested in seeing how you can be attracting the right client contact me (Gina) for a free brand strategy session at (805) 440-3655

Gina Cinardo
Gina Cinardo
I'm Gina Cinardo, an enthusiastic portrait photographer specializing in helping driven professionals become branded online. Wether they want a fantastic headshot or just photographed being in the moment. I make people look polished and amazing in their portraits. With over 25 years’ experience as a photographer I understand the importance of the first impression. I get so much joy seeing people feel good about themselves and succeeding. IIf you’re ready for a portrait that showcases you as an expert at what you do call me today.

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