Let’s be real: marketing as a photographer can feel like shouting into a crowded room where everyone’s already competing for attention. With so many voices saying, “Look at me!” it’s tough to figure out how to actually stand out and attract clients. But here’s the secret: marketing doesn’t have to be so chaotic.

In my recent chat with Annemie Tonken on This Can’t Be That Hard, we talked about simple, practical ways to make marketing work for you by tapping into your unique story and values. If you’re tired of feeling lost in the crowd, keep reading! Here, you’ll find clear steps to connect with clients who genuinely value what you do. Let’s get started!

The Elevator Pitch: A Mini North Star

When you say you’re a photographer, it can sound like just another label. But when you add what makes you unique, it becomes a hook that grabs people’s attention. I’ve spent years fine-tuning my elevator pitch, and it’s now a guiding light for everything I do. This isn’t just a tagline; it’s a quick way to tell clients, “Here’s why I’m different.” It gives me a filter to run my marketing through. I share this process in my coaching program, Storyteller School, where we spend weeks shaping each person’s pitch. It might sound like a small detail, but trust me, it’s a game-changer.

Zig When Others Zag: Find Your Unique Approach

One thing I’ve learned is the importance of going where others aren’t. If everyone’s headed one way, sometimes it pays to head the other. I’m all about “zagging” when everyone else is zigging – finding that open space in a crowded market. This doesn’t mean doing things differently just for the sake of it, but when you focus on what genuinely lights you up, your ideal clients will find you. For me, it’s about capturing honest moments and real connections, something I began to see more clearly when I started listening to my instincts instead of following the crowd.

Discovering the Moments That Move You

To be honest, it took me a long time to realize that the moments that move me are the ones I need to capture. This all started during a family shoot, when I let my clients just be themselves. Instead of trying to control the outcome, I looked for moments that made me feel something, even if they were a bit raw or uncomfortable. This allowed me to show true connection, not just posed smiles. This approach made my work resonate on a deeper level with clients and led to more meaningful connections.

Your Values Shape Your Client Base

Your clients are drawn to you because they resonate with your values. When I embraced my love for real connection, it was like a light turned on. The clients who found me weren’t just people looking for “any photographer”; they were people looking for me because they saw themselves in my work. Your values can be a filter, helping you say yes to clients who “get” you and setting boundaries with those who don’t. Whether you’re drawn to connection, adventure, or intimacy, when you bring your values into your marketing, you’re inviting like-minded people to reach out.

Own Your Story: It’s Your Superpower

One of the best insights I’ve learned is that our personal stories are often what attract clients. The challenges we’ve overcome, the unique way we see the world – these are the things that set us apart. It’s something I go deep into with students at Storyteller School. When you share bits of your story, your audience begins to feel a connection with you. For example, when I realized my own values were shaped by past experiences, I started letting that shape my work, and clients who resonated with that story naturally found me.

Pricing: Make It Reflect Your Worth

Setting prices can be one of the most nerve-wracking parts of running a photography business, especially when you’re trying to stay true to your values. But here’s the key: your pricing is a reflection of how you value yourself and your work. For a long time, I set my prices low, afraid to ask for more. But as I grew in confidence, I realized that I was worth what I wanted to charge. Pricing should fit the life you want to live, not just what you think clients want to pay. When I took the time to figure out my financial goals, it felt empowering, like a real commitment to my work and myself.

Boundaries in Business: A Must-Have for Longevity

Having clear boundaries is so important, especially in the creative world. Early on, I accepted way too many projects because I didn’t want to miss out. But this left me exhausted. I was working weddings, family shoots, you name it, all while barely having time for myself. Boundaries keep you aligned with your values and protect your energy. Set clear terms with clients from the start, and remember: it’s okay to say no. When you have firm boundaries, it creates a better experience for you and your clients.

Confidence: The Magnet for Your Ideal Clients

Let’s talk about confidence. No one will value your work if you don’t value it yourself. I once had a student who struggled to confidently state her prices. Her tone alone gave away her hesitation. Confidence isn’t about being cocky; it’s about knowing your worth and standing by it. If you know the impact your work can make, that energy is magnetic. Clients are drawn to that strength, and it often sets the tone for a healthy, trusting relationship.

Marketing: It’s About Educating Your Clients

Marketing can feel like shouting into a void, but when done right, it’s all about educating potential clients on why they should hire you. Every photo, post, and blog should help clients understand what sets you apart and why it matters. As photographers, we sometimes assume clients just “get” it, but they don’t always do. Your brand voice should be consistent and informative, guiding clients to see the value in what you do.

Don’t Seek Validation, Let Your Work Speak

In this industry, it’s easy to look for external validation; we all want people to love our work, but true validation has to come from within. If you’re confident in what you’re doing, that will naturally attract clients. The need for external approval can lead you to say yes to work that doesn’t fit your vision or values. Trust yourself and let your work speak for itself. Confidence is contagious; when you believe in your worth, so will your clients.

Make Marketing Work for You

Marketing as a photographer doesn’t have to feel like a scramble for attention. When you focus on what makes you unique, stay true to your values, and build your brand with purpose, you’ll naturally attract clients who connect with your work. Embrace your story, set your boundaries, and trust in your vision. By making these shifts, you’ll create a career that’s sustainable, fulfilling, and truly represents who you are.

Remember, you can make marketing work for you. Your unique perspective is exactly what the right clients are searching for. Good luck!

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Learn more about coaching and mentoring at bobbibeducation.com.