You Know Too Much (And so do your clients)
Let’s think about what photography used to be: it was less accessible, more expensive, and honestly? Kind-of for older people. Photographers had to invest so much time in their equipment and in learning the trade that there were far fewer people doing it for work.
Enter the world of digital, which just keeps getting better and better. Now, almost anyone can start photographing one day, put up a website the next, and start accepting clients whenever they want. It’s a saturated field, to say the least. Jeez Rachel, what an encouraging start to this blog post!
Stick with me …
Though photography is more accessible than ever, there are still so many ways to stand out.
“YOUR PHOTOS ARE BEAUTIFUL, I PROMISE. BUT NOW, PEOPLE WANT TO KNOW WHAT MAKES YOU DIFFERENT AND WHY YOUR COOL PHOTOS ARE WORTH MORE THAN THE PHOTOGRAPHER’S DOWN THE STREET.”
Because even though the photography industry has become much easier to break into, therefore flooding the market with options, there’s another thing that’s become much more accessible too: MARKETING. In the 90s and early 2000s, a photographer had so few options to get the word out. A flyer or an ad in a paper or a sign in front of a brick and mortar building or word of mouth referrals. That’s it. But you? You have courses and ads and newsletters and social media. The list goes on and on.
While I would love for your photos to be the reason that people book you, we both know that’s not gonna cut it. I’m here to help you figure out what WILL cut it.
YOU know why you’re different and why people like working with you. But you know too much. You’re too close to the brilliance to see the specifics. And your clients know a lot too. They are marketed to all day long. We need to write words that show your people why you’re irresistible, all while making them feel like they are having a conversation with you instead of reading a sales pitch.
Marketing With Intention
Stop doing the bare minimum with your words. I think the reason photographers struggle with writing copy is because it’s an afterthought. It’s something to do at the end, after the look and feel of a website is already determined. But that’s actually backwards.
Your messaging—discovered with intention and care—is the foundation of your entire website. Your messaging answers the following questions:
What makes you different from other photographers?
What is the experience of working with you?
Who do you serve and why?
Once that foundation is laid, you can build a site that reflects it visually. The photos and colors and layout you choose should support your messaging. Think about walking into your favorite clothing store or opening up their website. It’s a whole vibe, right? They are selling you the aspiration of a lifestyle.
That’s how your website should feel! You’re setting the tone to speak right to the heart of your ideal clients.
For more advice about how to be intentional with your words and messages, listen to the rest of this episode on the Archipelago Podcast to see if we need to fill in some holes in your client experience.
All The Details
What else you’ll learn:
– The history of the green chair.
– Why I got off Instagram and how I approached it differently I came back.
– How important word choice is and how to find your voice
– Why it’s important to write your site as the same person who shows up to a session
Kendra! Thank you so much for having me. I loved this conversation and could have talked to you for another hour about all of this. Love the way your brain works and the way you serve your community!
If you’ve listened to the episode and want some extra help writing copy for your photography site, I’ve got a guide for that.
If you want to set up a better workflow for your business and write better emails, I’ve got templates for that.