Booking clients is easy once you understand how you can be their solution. If a potential client made it from a search engine to your "About Me" page, they've somehow pre-qualified themselves as a client.
The same goes for clients who found you on Instagram and then made it to your website. Think of all the barriers to entry. Those platform moves mean a lot and should be recognized. By the time they reach your "About Me" page, they're invested in your work and need something that will push them over to inquiring about your services. Now they want to know who you are. Here's a method that will show them, not tell them.
Why Do People Hire Photographers?
- People hire for you, not your gear. They want to know who'll be taking them through the process of a photo shoot. Be kind and genuine, but most of all, be you. Anyone can get the camera you have, but they will never be able to duplicate you. Someone will inevitably make a cloning joke here.
- Can you lead a set? Can you talk to everyone on set, manage the personalities, stay creative and on schedule?
- Do you deliver on time and under budget? This matters, and it allows the person hiring you to look like a hero. They want you to make them a hero, and if you can do that, they'll be back for more jobs.
- Your reputation matters, and it matters more than you think. Recently, I was on set, and someone spoke ill of another peer not present in the room. Within seconds, three others in the room objected and said: "You know, I've worked with _________ and he's always been amazing." That is a stellar reputation, and it defends the person even when they're not in the room! Reputations travel and for the less-than-professional ones, they travel at light speed!
- The work matters. Trends will come and go, but quality work will always stay relevant. Practice your craft and deliver work that matters.
What Is Our Solution?
OK, then it seems that people really want someone who is kind, easy to work with, has a good reputation and has solid work. That should be easy, right? Marketing does not have to be difficult once you understand what your customer needs. Here is a solution to booking more photography clients.
Let them know who you are by showing them who you are in video! The video on this page goes into greater detail on how you can accomplish this. Video shows your personality more, and frankly, people hardly read as much. They do watch videos, and if you can help them book you more quickly, help them!
Cover The 5 W's
- Who: Make a list of all the "who" questions you can answer, and tell them who you are!
- What: Make a list of what you shoot and any other "what" questions they might have.
- When: When can they call you or when are you available? Tell them.
- Where: Where are you located or where do you travel to?
- Why: Why are you the best choice for the job?
Imagine ending up on someone's About Us page and reading a very long paragraph. It's fluffy writing, often written in the third person. It will rave about who they are and their creative genius, just like all the other photographers. To the client, you will blend in and get lost. What is special about it?
Now, imagine them landing on a page with a video of you talking casually to the camera. How much more will they appreciate that? It tells them who you are, lets them hear you talk and see you engage.
If they call you after the video, the odds of getting the job are far greater than simply reading a long paragraph about you. They saw you talk for a few minutes and they call you. They already love you!
Watch the video to go further in detail about how you can apply this simple tactic to boost your clients.