I have been writing for photographers for more than 5 years. And the longer I do it, the more I understand how writing the words is a small fraction of the equation. Good copy comes from good research. And good research comes from running an organized business. I think the best thing you can do for yourself as a photographer is to keep track of everything.
Remember in high school when you were learning how to write papers and your teachers wanted you to cite your sources? It felt like extra work, making that bibliography and documenting where your ideas originally came from. But it was useful because it became a reference if you needed more from that source and it showed a trail of your thought process.
You need to do the exact same thing in your business. How? Track the sources of your leads, and see which of your ideas is working for you and making you money. Having that data gives you evidence of your efforts and a clear direction about where to take your marketing and messaging.
For example, if most of your visitors are coming from Instagram, they probably poked around on your feed, watched some highlights, and liked what they saw enough to reach out to you. This would be considered a fairly warm audience. They know a little about you. They are interested and further along in their journey: closer to booking you. That means your copy can meet them along the way. You don’t need to write as formally on your website.
In contrast, if most of your visitors are coming from Google, then those are cold leads. They might need more info on the homepage, more of an introduction to you and an explanation of where you are located and who you serve.
And you can even take it a step further. Look at those leads that turned into clients who booked you. Where were they on their buyer’s journey and what did you say to them to make them sign on the dotted line?
Whatever that is, do more of it! Add it into an email template, incorporate that same language into your web copy, weave it into your Instagram captions. The data will lead you in the right direction, but you have to keep track of it to mean anything. Cite your sources!
P.S. Here’s an easy way to implement this immediately and make your copy better TODAY …
… Pick your 5 favorite clients and go back to the emails where they decided to book you. Why did they say yes? What did you say that convinced them? Write an Instagram post with this kind of language and post it tonight.
To The Point is a video series where I share copywriting ideas for photographers, posted to my Instagram account . It’s just a quick tip to make your copy better in less than 60 seconds. These blog posts are a little more in-depth, to really dig into those ideas. If you would rather watch the short video, click below.