Brand and Marketing: Your clients have a story to be discovered
Have you ever read Humans of New York? When I first learned of the project I was smitten and received the book as a gift. As a photographer I loved the visuals, but what bothered me was that there were only a few lines about the person or people in the photographs - either a caption or a quote. I wanted to know more about them, so I could understand their photos a little more and have context. I’m seemingly not the only one who felt this way, as the second book — Humans of New York: Stories — came out. This one I loved, because I caught a glimpse of their interesting, intriguing and sometimes sad or tragic lives and I’m so super curious about peoples’ lives. We are all humans, even if not of New York, and we love to connect and listen to each other’s stories. They are the ties that bind us.
Stories are powerful in many ways, including helping you book more photography clients.
Your clients have a story and it is waiting to be discovered by you. There are 3 reasons why you absolutely need to discover it:
Connection
The process of story discovery is a process of connection. When people connect positively, they begin to like one another. People do business with people they like.
Listening
People love talking about themselves and telling their story. Have you ever been at a party or event and after a conversation with someone you feel you really liked them? And realized that they barely said a word? Probably they asked you some probing questions and you talked and talked. That’s a good listener right there. When people listen intently and actively (meaning they nod and give you cues that they’re listening, or repeat parts back to you) we feel heard. When we feel heard, we feel we’re seen and that right there is the gold standard of validation that we crave as humans but often lack. And when we feel validated in this way, we become wide open to possibilities especially towards the person that made us feel positive and acknowledged. If it’s you as a photographer, I promise they’ll be asking where to sign!
Note: We absolutely cannot underestimate the power of listening. In a world that talks AT US 99.9% of the time, we are listen-starved people, never being truly heard. It would feel almost alien if a person were to actually lean into us, make sustained eye-contact, and take in every word in without interrupting with a story of their own. In a world where photographers talk at clients about how they love shooting and had a camera in their hand at five, and want to make terrific photographs for the client, few are actually listening and responding to the client’s words and needs. Do this one thing and you will already have a point of differentiation from the saturated crowd. Photographers and business owners in general often think they need to scream louder as a marketing technique to stand out in the noise, but something as simple as just listening can leave many other techniques in the dust because of the effect it has on us.
serving
When you know someone’s story, you are better able to serve them. If you discovered that someone had a poor photography experience in the past, that information can help craft a memorable photo session that restores your client’s faith in photography. If you know their children’s birthdays, you can send a card and they are delighted that you remembered and made a sweet gesture and you can build loyalty. If you know that people are highly anxious in front of the camera, then you can work to create a comfortable and relaxed environment during their session.
If you are receiving inquiries and responding with logistics - pricing, how to book etc. then you’re missing a big piece here. Get the story first, because it may change how you present everything that follows. One of the best ways to get the story first is to ask for it in your contact form. You don’t have to keep the contact form generic (most templates have a default, but you can change it!) - it’s a great opportunity to learn more. Ask questions like:
What prompted the client to want a photo session right now?
Why are photographs by a professional important to them?
What’s the most important quality in choosing a photographer and why?
In the consult phase, either through email or video or in-person call, ask them about themselves, digging a little further from what they’ve given you in the contact form. Listen intently, take notes (you can add them to your client profile to reference back).
I ask a version of those questions in my contact form. As an example, I had a client write to me to inquire about a session. She had 3 kids - one moving out, one heading to University, and the third planning also to leave home in the very near future. She was a very encouraging person and wanted her children to go out to the world and fly, but also realized they were at a turning point where she and her husband would soon be empty nesters. She wanted a photo session to commemorate this moment where the kids were still at home but the whole family on the verge of a major change that would create a huge shift in all of their lives.
If I’d had a generic form and her inquiry was basic, I wouldn’t have know any of that and would have responded generically with some pricing and options. But when I heard this story, I felt their impending change. My daughter was 13 at the time and it made me think of the day where she will decide to leave. It brought up my own emotions. When I responded to this client I did so with empathy. I thanked her for sharing, and echoed back how important this milestone was for their family - and she felt heard and seen. It was a quick booking and her review was one of my best! We continue to stay connected - even me with the kids through IG!
Story as it relates to brand and marketing
This one is a 2-way street. In business, each side has a story. When you’re able to intersect the 2 stories, then you have a booking!
Through your branding and marketing, your story is told. Copy (voice) and photographs and brand aesthetics are the pillars.
Through a brand that demonstrates listening as a brand promise, you elicit people’s stories, and that makes them feel connected, heard and seen.