Copywriting for photographers is really about copywriting for the people who hire photographers. I’m constantly thinking about who YOU serve as a photographer. And you should be thinking about them too …
When is the last time you wrote something without caring what everyone thinks? Not anyone, everyone. Because I actually do think that you should care what some people think. Just not about eeeeeeveryone’s opinion.
Half of your job as a photographer is building authority. It’s being the expert, calming the fears of your clients, and making them feel safe and taken care of in your hands. But authority is in the eye of the beholder. And so you want to make sure you’re building it with the people who matter to your business.
When you write anything for your business—your website, an email, an Instagram caption, a blog post—think about who matters to your business. And think about only them. Who do you love working with? Who are your favorite clients? What made you love them and more importantly, what did you do or say that made them love you? When you can answer those questions, you’ll know what to write and who to think about.
People are so much more likely to hire you when they feel like you’re talking directly to them, and that you care about them. So care about them. Care about calming their anxieties. Care about their experience. Care about being the best thing that happens to them.
I don’t mean that you should demand respect or be pompous. But I do think that you should position yourself as an expert so much so that people think you’re the only logical choice.
P.S. Here’s an easy way to implement this immediately and make your copy better TODAY …
… envision your favorite client in your brain. Write two paragraphs directly to that person, as if they hadn’t hired you before. Write about what you understand about who they are and how you’ll serve them. Then put that copy somewhere on your website.
To The Point is a video series posted to my Instagram account where I give you a quick tip to make your copy better in less than 60 seconds. If you would rather watch the video, be my guest: