How to get photography clients with a few secret weapons
Image by: @storyfuel
Find photography clients with 3 strategies most newbies don’t use
In my experience, most new photographers experience a very similar journey that starts with deciding to charge for services. Many will create a price (often not rooted in math), create a Facebook business page, and they are open for business. A common start is offering mini sessions or offering deep discounts for sessions. But this approach can cause a lot of frustration. Either there are few bookings, or the photographer attracts poor-fit clients that suck their time and energy. And all of this tends to happen within an environment of a lot of competition - the proverbial and dreaded saturated photography market. And that’s what drives many a new photographer to Facebook groups asking for advice on how to compete among the masses.
The best answer I have is not to compete there; to leave that market and to enter one that is less saturated. If you go to a beach on a beautiful day, it may be packed nearer the main entrance, because beach-goers with lots of stuff don’t want to carry their stuff too far. So they end up packed within the crowd. But if you’re willing to pick up your stuff and walk a ways down the beach, you’ll eventually clear the crowd and can find something much more private and quiet. It’s about where you decide to drop your towel - and how far you’re willing walk to find that spot!
There are many levels to the market. The entry-level market of higher volume and low-priced photographers is crowded because there is little business experience in that crowd. Lacking business and marketing acumen causes newbies to rely on other strategies to try to gain footing and establish themselves - low prices for more product, running cheap minis, creating trendy and gimmicky campaigns like pay what you can, and offering themselves up for every type of job that comes their way.
But there is no rule to say that all newbies must follow that path. Starbucks coffee didn’t start out as a discount coffee chain and work its way up to the premium coffee space. They launched directly into the space they wanted to be in. Learn before you launch, so that when ready to launch, you’re in the tier of the market you want to be. In some cases this is even more desirable, because launching into a space you don’t want to be in creates all sorts of challenges to try to move up. Why? Because brand creation and perception isn’t the easiest to shift. If you become known for something, it can be more sticky than you realized!
Use these 3 strategies that most new photographers won’t use, usually due to fear, doubt or intimidation. If you can infuse your business with something different right from the start, it gives you the largest advantage. Not to break from the crowded market but to bypass it and create your own market.
Curate a Strong Portfolio that Tells a Story
The first step in attracting a particular set of clients is to showcase a level of cohesion and quality. Many new photographers will not spend a lot of time curating their portfolio because they don’t have much work to curate. Thus, it all goes up to make it look like more. But a portfolio isn’t just a collection of any work— it’s a visual narrative that speaks to your style, your attention to detail, and your ability to execute a vision. You are in an experimentation phase, and even if you don’t have a lot of work, you must still be selective in what you show.
What to do:
Create a cohesive theme: This is not sameness! It’s creating a body of work that aligns with your artistic vision. Do the creative footwork to create at least the start of a signature style before you launch. This can make the process so much easier because you are no longer in an artistic experimental phase while also trying to start a business and take money, but creating work to draw a particular audience.
Think quality over quantity: Where other newbies in your saturated market are showing anything and everything, choose only your most refined and high-quality images. A larger but more fragmented portfolio is not better than a smaller, artistically cohesive one.
A website is a must: A website is crucial. Your online presence should feel like an exclusive storefront rather than a casual collection of photos — which is the most you can hope for on social media sites where your brand is embedded into someone else’s brand and you don’t control the experience for your audience. Opt for a clean design with plenty of white space to let your work shine.
Start Thinking of the Elevated Client Experience Right Now
Don’t wait to have the money or skills to be able to invest in a better client experience down the line. Invest in a better client experience now in order to gain the money and skills! I understand this is a catch 22; how on earth to elevate when you lack money and/or skills? The answer firmly here is: LEARN MARKETING. Marketing is the missing piece to bridging the experience and money gap. Have you ever heard that a mediocre photographer with great marketing is more successful than the brilliant photographer with no marketing skill? This adage shows us that marketing is crucial. And the beautiful thing is that marketing can be learned easily in the comfort of your own home - and no model calls needed! This is a secret weapon because it’s really in plain view and ready for the taking and most will overlook marketing to try and find quick fixes.
In more premium markets, the experience is just as important as the product itself. Clients are often looking for more than just a photographer—they want a complete, tailored experience that feels special and memorable. By adding unique and personal elements to every step of your process, you can turn a simple photoshoot into an indulgent event.
What to do:
Personalized consultations: From the first interaction, make your clients feel valued. Offer one-on-one consultations to discuss their vision, preferences, and style. Take the time to make them feel heard and understood.
Customizable packages instead of discounts: Offer packages that allow clients to choose from a range of services and products. Whether it’s custom album designs, special location shoots, or wardrobe styling, give them the ability to create an experience that feels uniquely theirs. If clients are trying to stay within a budget, tailor something that makes sense for their expenditure, rather than just dropping the price and giving everything away. The word discount means to dismiss something, implying little value. Don’t foster this culture within your business as it’s a long-term harm.
Impeccable delivery: Once the shoot is over, ensure that the final product is delivered in a timely and professional fashion. The client journey does not end at you getting great photos from their session to use in your marketing. Follow up to ensure all has been received and if you can offer anything else of service.
The devil is in the details. The luxury sector relies heavily on smaller details, many that cost little to nothing, to make a big impact. From the marketing to the first email to the final product and the aftercare, every interaction should feel exclusive and above-and-beyond.
Network & Collaborate
Many new photographers have a significant aversion to in-person networking because they are either introverted, have social anxieties, or dislike the feeling of being viewed as a pushy salesperson. And yet, eventually we must interact personally with clients to take their photos! Regardless of the benefit of in-person activities for their own merit, it’s an opportunity because that space is so empty. Because most will avoid it, you can claim it if you are brave enough to venture into it! Cultivating local relationships with other professionals and organizations dramatically boost your visibility and credibility in the industry.
What to do:
Attend events: Whether it's community, corporate, retail, charity or industry events, be present where your ideal clientele or good partners are likely to gather. These events provide the perfect opportunity to network, build relationships, and introduce your work to a crowd that appreciates your artistry. I worked many years in the nonprofit space, which allowed me opportunities in the course of my work to attend many fundraising ceremonies, mixers, and speaking engagements. While I was on “duty” for another job, it quickly became known that I was also a photographer.
Collaborate with local partners: Partnering with others is a powerful way to elevate your visibility. Offering to photograph their products or hosting a special shoot for their campaigns can expose your work to a particular audience and increase your credibility within the circles you wish to be known in.
By embedding yourself within your community ecosystem, you increase your chances of being discovered by clients who aren’t just price-seekers for basic one-and-done services. Being well rooted as a business owner in your community creates confidence in your brand and can create high-value referrals.
Attracting more premium clients as a new photographer requires more than just great skills behind the camera. It’s about presenting yourself as an artist who understands the refined tastes and expectations of your clientele. By curating a premium portfolio, offering an elevated client experience, and positioning yourself in community circles, you’ll set yourself on the path to attracting those who value quality, artistry, and sophistication.
Remember, the luxury market is about more than just photography—it's about creating an experience that feels exclusive, personal, and indulgent. When you weave these elements into your work and business practices, your brand will naturally attract those who are looking for nothing but the best.
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