This blog about marketing for wedding photographers is a continuation from a blog I published with Canadian Wedding Photographers called, “How to Stand Out in the Crowded Wedding Photography Market.” Please head over to CWP and see all they have to offer Canadian wedding photographers!

As a wedding photographer, it often feels like you’re just a small fish in an ocean full of talented professionals. Marketing for wedding photographers feels… overwhelming. When you look around at your competitors—comparing everything from their style and location to their pricing, awards, and packages—it’s easy to feel like you’re always one step behind. But here’s the thing you might not want to hear: What truly sets you apart isn’t your style, your accolades, or your portfolio—it’s you.

That’s right. You are the game-changer in your business. While it’s tempting to think that the secret to standing out is offering a lower price or the latest preset, I’m here to tell you that the real power lies in your personal story and the way you use it to connect with your clients.

So, What Does “You” Really Mean?

If you’re thinking, “Isn’t it all about my style? Or the fact that I’m more affordable photographer?” The answer is no. It’s not your style or price. Those factors matter, but they’re not why people hire you.

There’s a much more effective way to learn marketing for wedding photographers: People hire you because of the unique perspective you offer–and that’s made up of a whole bunch of things. People are looking to feel one thing: connection. Your life experiences and your personal worldview are what shape the voice and vibe of your photography—and that’s exactly what potential clients are craving in this crowded market.

Why Your Personal Story is More Valuable Than You Think

For those who don’t want to share too much of your personal lives online: It’s not about sharing every little detail of your life. It’s about recognizing how your personal journey—the challenges you’ve faced, the lessons you’ve learned—has shaped how you view the world, and more importantly, how you photograph it.

Here’s what I’ve learned after 15 years in the business, coaching marketing for wedding photographers and helping dozens of photographers build a successful business: when you show up as your true self, you create a deeper, more meaningful connection with your clients. You stop being just another photographer—you become the one they feel drawn to.

Sharing parts of your story is about letting your clients see the real you—the person behind the camera—and that’s exactly what sets you apart in a market that’s overflowing with competition. When I began embracing my story and aligning my marketing with my core values, I saw a significant shift in my business. More inquiries, better clients, and yes—higher-paying bookings.

So let’s break down the most powerful marketing for wedding photographers:

1. Identity = Experience
   Your identity is made up of a combination of genes, environment, personality, and life experiences. Everything you’ve been through has contributed to who you are as a person and, consequently, as a photographer.
2. Experiences Develop Your Gift
   The challenges and triumphs you’ve experienced have helped you hone your unique artistic gift. You’ve developed your eye, your style, your method, based on your personal journey. And that gift is what you offer to the world.
3. Creativity is Your Gift
   As a creative, you give this gift away through your art. Your photos are a reflection of your perspective and how you’ve chosen to express yourself. When clients book you, they’re booking that perspective—the way you see love, joy, and life.
4. Conscious Creativity
   Your gift is often subconscious at first, but when you become intentional about it, you can bring it to the forefront. You start creating with purpose—aligning your work with your story, your values, and your truth.
5. Values Shape Your Worldview
   Your experiences influence your values. What you care about, what’s important to you, and what resonates with you shows up in your photos. Understanding your values is key to knowing what you stand for, and it gives your work an authenticity that speaks volumes to potential clients.
6. Sharing Your Story Attracts the Right People
   By sharing the experiences that have shaped you, you’ll attract clients who feel familiar or those who resonate with the same values and perspectives. It’s the human connection that pulls people in, not just your skills behind the camera. This is marketing for wedding photographers done right.

How to Start Using Your Personal Story to Attract Clients

Marketing for wedding photographers all starts with getting clear on your values and what you stand for as a person and a photographer. This is your why. When you understand your “why,” you’ll know exactly how to show up for your clients and how to use your story to set yourself apart.

A Simple Exercise to Discover Your Values:

1. Grab a journal (or better yet, a special notebook that inspires you).
2. Write down some of your key life experiences. What have been the major turning points? The tough moments that shaped you? The wins that gave you confidence?
3. From these experiences, pull out your values. What do you care deeply about? What drives you?
4. Now, look at your work. Does your portfolio reflect those values? If not, it’s time to update it with photos that actually show your values.

The Bottom Line: Show Up as You

In the end, people want to hire you. They want to feel connected to you. They want to work with someone who resonates with their story and their vision for their wedding day. And when you show up authentically and unapologetically as yourself, you’ll attract the clients who are drawn to exactly what you offer.

So here’s my challenge to you: TELL ME your values and your portfolio (CLICK HERE TO BOOK A TIME FOR US TO CHAT). Let’s take a look together and see how we can craft a brand that turns tire kickers into raving fans. This isn’t just about marketing for wedding photographers—it’s about creating a business that is rooted in your personal story, your unique voice, and your truth.

Because when you start showing up as yourself, the magic happens. You’ll see your bookings—and your income—soar.

Ready to change how you show up in your business? Book a chat with me to learn more about my group mentorship, Storyteller’s School, where I walk you and 5 wedding and family photographers through this exact process to build a new website, brand and marketing strategy. It’s 12 weeks long and starts in February 2025!