Most people consider photography to be a high-ticket, luxury purchase.
Rather than a low-value, impulse buy.
And yet photographers often wonder why people don’t respond favourably to their promotions and offers, or immediately get in touch with them to book after visiting their website.
The fact is that when it comes to spending money on luxury, non-essential purchases like photography, people will almost always need some time to think over their decision.
They’ll quite often shop around to educate themselves about their options before they make their purchase.
And most importantly, before forking over their hard-earned money, they need to learn to trust you. To believe that you are the right photographer for them, more so than anybody else.
The good news is that if you have an irresistible client magnet that immediately solves a small problem for them (as I covered in Part 2 of my Consistent Clients blog series), then you’re on the right path to having potential clients clamouring to work with you.
The bad news? Your client magnet by itself won’t always be enough to turn your potential clients into actual paying clients.
This means that, once you have them on your email list, the very next thing you need to do is start building trust and rapport with them, so they feel comfortable booking you.
Whether you know you need to work on building trust and rapport or think you have it nailed, if you aren’t booking as many clients as you’d like, I encourage you to keep reading.
Commit To Creating And Sharing Regular, Free Content With Your Potential Clients
You’ll be pleased to know that building trust and affinity with your potential clients can be simple. It’s as easy as creating and sharing regular, free information with them.
By doing this, you’ll impress your potential clients with helpful content that makes them feel like you understand them and that you can solve their problems.
The best way to deliver this content is with your blog.
Write posts that are specifically targeted at solving your ideal client’s problems, answering their questions and breaking down their objections, then send those blog posts to them via email.
Creating and sending regular content to the potential clients on your email list keeps them engaged and interested in you and what you can do for them.
Blogging Regularly Should Be A Key Component Of Your Photography Marketing Plan
Whether you’re a wedding photographer, newborn photographer, boudoir photographer or family photographer, good content should be a critical part of your marketing strategy.
But you’ve got to blog regularly, not just when you’re trying to promote something.
Why? Because the more regularly you publish valuable content for your audience, the more likely you are to get booked.
Need some tips to get started or up your game?
If you’re new to blogging, don’t over-think it. Just start to write.
You don’t need to be an amazing writer as long as your topic is of interest to your readers. Plus the more you write, the better you’ll become!
If you’ve been an on-and-off blogger, commit to writing regularly.
I highly recommend blogging weekly, but if you don’t think you can manage this commit to writing fortnightly, or monthly. It’s better to pick a frequency you know you can achieve consistently.
If You Want To Build Trust With Potential Photography Clients Commit To Blogging Regularly.
Blogging consistently and emailing your list regularly will build trust with your potential clients.
Please don’t worry about annoying your email subscribers. They signed up because they want to hear from you and can easily delete your emails or unsubscribe if they don’t want to read what you have to say.
Remember, you’re trying to build a relationship with your subscribers and, as with any relationship, that’s hard to do if you don’t keep in touch regularly or only show up when you want something from them!
Not sure what to write about? A great way to come up with topics is to think about the chats you’ve had in the past with potential clients and jot down 10 different things you told them. Right there you have 10 blog post topics.
You really can’t go wrong as long as you’re writing about things that will help your ideal clients with whatever it is they’re struggling with or interested in (as it relates to what you sell). That’s why it’s so important to really understand your ideal client.
Once you start blogging and emailing your list regularly you’ll gain experience and, over time, you’ll learn what engages and connects with your audience the most.
But you’ve got to start writing for this to happen.
Kick It Up A Notch With Social Media
Once you’re blogging and sending your posts to your email list regularly, you should consider upping your game by increasing your social media content.
Do this by posting content that relates to or expands on the topic of your weekly blog post. This could be in the form of written posts, images, videos or livestreams.
Direct your social media followers back to the main article on your website. Here’s where you’ll have the best opportunity to attract new potential clients onto your email list (with your irresistible client magnet).
You can definitely work magic with just a weekly blog and email to a growing list of potential clients, but ideally you should spend at least the same amount of time you spent creating your valuable content promoting it.
If this all feels like too much right now, just keep yourself focused on your ideal client, what she needs, and how you can help her. Build up trust and connection with your list of potential clients and they’ll soon be ready to book with you.
What If The Photography Clients Still Aren’t Booking?
So, you’re providing valuable content consistently and delivering it to your email list regularly…but they’re STILL not turning into paying bookings. What do you do?
You’ll be glad to know that the solution is surprisingly simple.
In Part 4 of this blog series on How To Book Clients Consistently, I’ll share the three things you must have in place to get potential clients off the fence and taking action, and make booking you a no-brainer.
Your action steps for this lesson:
To build the trust your clients need to feel comfortable booking you, you must deliver content that answers their questions and makes them feel understood, while demonstrating your expertise. To do this:
1. Commit to blogging on a regular basis. Ideally weekly, but pick a frequency you can stick to consistently.
2. Generate a list of blog topic ideas and continue to add to it on an ongoing basis, so you can make sure you’re delivering useful and interesting information to your potential clients.
3. Think about how you can use social media to provide additional valuable content to your ideal clients, and encourage them to visit your website.