Work hard to rethink and reshape your approach to business in order to
incorporate the values required for the task of weeding out the clients you
6 major areas that I believe have the greatest impact on this
Personality and Professionalism
You’re a professional photographer, not an amateur wanting to make a few
extra bucks on the weekends (nothing wrong with that, by the way), but someone
who has invested time, hard work, and money into the creation of a real business.
You can’t expect your prospects to take you seriously when you’re
sending them messages that you are not a serious photography BUSINESS.
They may not consciously notice, but it registers with them nonetheless,
in your general demeaner, the way that you dress, and the way that you act, and
the level of professional enthusiasm you have for your business.
For example, it’s very easy to get frustrated when things are not going
well, but are you allowing your customer to see any hint of that?
Mood and emotion come across very clearly in person, of course, but they
can also be felt on the telephone, and even by email.
Even when you write your emails, write them as you would a physical
letter in a friendly business tone, and a professional sign-off.
The Look And Personality Of Your
Website And Blog
You must have a premium website, but the way it’s presented makes all
the difference in the world.
Make sure you are using conversational marketing copy in an effort to build
a relationship with the prospect or are
you being “fluffy” and relying on just your photographs no calls to action?
Make a stand and show your difference.
You can’t afford to be the photographer who is willing to do anything
and everything, as that comes across as appearing to be desperate.
Focus on one major thing, and aim to be the absolute best you can be at
Your Social Footprint
Social media has ingrained itself in our society, and we can’t believe
that there was a time when we didn’t
And that has made us lose sight of what social media really means for
First, if you’re using your Facebook personal profile for business, stop
it and set up a business page before Facebook finds out and terminates your
Next, as business owners we can’t always use social media in the same
way others do.
That means keeping religious and political views to ourselves, not
bad-mouthing other people, eliminating profanity, and not engaging in those
viral “games” that seem so popular at the moment.
As professional photographers, we are our own personal business
ambassadors, and it’s important to make sure we put our best social footprint
forward, as it were, at all times.
#4: Setting Proper Expectations
One way to make sure you keep a hold of the clients you want is to
manage their expectations.
Do they know, from the very beginning of the business relationship, what
they should expect from you, and what they can do if those expectations are not
Do they also know what you expect from them?
You don’t have to go all “corporate” on them here, but
this is where your policies should be clear and unambiguous. For example, what
can they expect to happen if they miss an appointment with you, or want to
cancel a print order, or need to reschedule a session?
The sooner you can set the right expectations, the better off your
business relationships will be.
With respect and
trust, comes prestige and a higher perceived value…
Again, the people you should be working with will appreciate this level
of openness, while the rest will quietly go their own way.
#5: Pre-Booking Consultations
This is where too many photographers are making a big mistake – by
missing out this step altogether.
How are you going to really know if the client is a good fit for you
unless you meet them personally, before you allow them to make a booking?
The same applies to them, too.
Meeting prospects face to face gives you the opportunity to make sure
they know everything they need to know about you, your business, your policies,
how you are the right photographer for them, and what they can expect from you.
You can also discuss every aspect of the process with them, to make them
see you truly care about them, and every element that goes into the creation of
As before, this will weed out the remainder of the people you probably
don’t want to work with, while keeping the ones who really resonate with you.
#6: The Client Experience
Finally, what is the experience of working with you like for your
Are you over-delivering in every conceivable way, and wowing your
clients to the point that they can’t help but rave about you?
What could you do to make the experience of working
with you utterly exceptional?
Think about your own experiences with other businesses.
Who would you rave about to your friends, and why?
Which businesses have you dealt with lately that have been, well,
Trust me, your clients are not going to talk excitedly to their friends
about you unless you totally screw up (not a good thing) or you sweep them off
I Deliberately Missed Out Price
Note that I did not include price as a means to filter your prospects
Why is that?
should be the very last factor upon which a client bases her decision
on whether or not to work with you…
If she doesn’t have the money to work with you, that’s one thing, but if
the decision comes down to comparing your prices with another photographer,
then you’ve failed somewhere in the communication process to establish a
relationship, build trust, and demonstrate the intangible value of working with
I hope this has helped give you something to think about – this is one
area that many photographers are neglecting, meaning that you have a wonderful
opportunity to be different and shine.