Do you struggle to attract new clients? Does it feel even harder to convert the inquiries you are getting into solid bookings? You’re not alone. Many photographers find themselves stuck in the maze of marketing and sales, not quite knowing how to navigate it. But what if we told you that the secret lies in focusing on the transformation you offer rather than just the details of your service? Let’s dive into how you can turn your photography business into a client magnet by shifting your approach.
The Common Mistake in Photography Marketing
In the effort to win over clients, many photographers list out session details—hours, outfit changes, and number of final images. While it’s essential for clients to know what they’re getting, this information alone won’t set your business apart and it definitely isn’t the information that’s going to leave someone feeling like they’re dying to work with you. Most purchasing decisions aren’t driven by what’s included; they’re driven by how the service will make the client feel.
If your marketing strategy focuses solely on the tangible aspects of your service, you’ll likely attract bargain hunters—those who are only looking for a good deal. Heads up, this approach can lead to a frustrating cycle of never having the confidence to charge your real value and clients who are difficult to please which makes you begin to dread working with them. That doesn’t sound much like living your dream, does it?!
The Power of Transformation in Marketing
The key to attracting and converting your ideal clients is in showcasing the transformation that your photography can bring into their lives and/or businesses. It’s about painting an exciting and relieving picture of how their pain points can be solved and disappear forever after working with you and receiving your brand photography services! This approach taps into the emotional aspect of purchasing decisions (aka the ones they can’t resist investing their money in!) and that is far more effective than simply listing the breakdown of your services. So friend, let’s talk about how!
How to Communicate Transformation
- Identify Pain Points: Start by understanding the challenges your potential clients are currently facing. As a brand photographer, you’re not just taking photos; you’re solving problems for business owners. Ask yourself – what are the problems that my client is facing as a business owner, and how does my photography solve them? Perhaps your clients have a pr problem based on what their profession is, or maybe there’s a lot of competition in their market and they need to stand out with their marketing in a unique way. Identify what those pain points likely are and speak directly to them.
- Showcase Benefits Over Features: Instead of detailing the number of hours or photos your client can expect to receive from you, emphasize how your services will increase their sales and in turn, transform their lives. Are you helping them strengthen their brand identity? Are you providing them with tools to attract more customers? Are you making it possible for them to promote their new product, incredible service, or mouth-watering food in a way that will demand attention from their ideal client and increase their sales? THAT is what you want to showcase in your marketing!
- Use Stories and Testimonials: Share stories and testimonials that focus on the outcomes of your work. How did your photos help a business increase their brand authority or brand awareness? How did your portraits boost someone’s professional image for their personal brand? What was the percentage of the increase in sales your client saw after marketing with the imagery you created for them? Blast those testimonials for the world to see on your website and social media!
Leveraging Client Feelings and Aspirations
In order to improve your own marketing, you have to understand why people are willing to pull out their wallets and spend money.
Think about why people make significant investments in things like homes, cars, or education. It’s because they believe in the transformation these things will bring, right? Buying a house allows someone to make it their home. Getting a new car provides someone a sense of security. Investing in education gives someone confidence because they’re taking steps to makes their dreams their reality. Similarly, your photography services should be positioned as an investment in transformation—whether it’s professional growth, enhanced brand visibility, personal satisfaction or confidence, or increased sales.
Focusing on how your services make your prospective clients feel rather than the specifics of what you offer can be a game changer for your marketing and sales strategy. By aligning your messaging with the transformations clients seek, you’ll attract more qualified leads and convert them into loyal customers.
Remember, you’re not just selling photos; you’re offering a solution to a better business or personal brand. Let your clients see the bigger picture, and watch as they flood your inbox, ready to invest.
Are you ready to transform how you attract and convert clients? Join our free class, “3 Secrets to Finally Break Into Brand Photography,” and start your journey to less work and more income today!
Comments +