Let’s talk about what is probably the most discouraging part of being a senior photographer…not getting booked. If you are a veteran photographer, then you know that we all go through seasons where we feel like we aren’t booking sessions like we want to. And nothing makes you freak out more than feeling like you aren’t getting enough clients. The first response most photographers have is to immediately drop their prices. But, the reality is, pricing is probably not the issue! If this sounds like you, I want to help you narrow down the real reason you aren’t getting booked! 

The first problem I see with photographers who aren’t booking like they used to is a mindset problem. Your mindset needs to be focused on what you have to offer potential clients and how great it is! The mindset excuses I hear most often are, “My market is oversaturated”, or “No one will pay my prices”. Here is the truth you need to wrap your mind around today so you can start booking clients:

1. Every market is oversaturated! There are so many photographers out there. So let’s stop thinking that and start thinking there are enough clients for everyone.
   
2. Pricing –You need to price yourself to make money period. Competing in the low pricing bracket is what is keeping you from getting booked. If you are in the same bracket of only a couple hundred dollars per session as all those other photographers in your market, you aren’t going to get booked. If you raise your prices, the reality is you aren’t going to see as many bookings come in as you used to. And that’s okay!  What you want to do is stand out with the value you bring to the table.
   

Raising your prices means that you can make the same amount of money with less work! Don’t panic when you don’t see sessions being booked at the same rate as before. And don’t let this discourage you and make you feel like you aren’t worthy of your higher rates. Remember to keep a positive mindset, believe in yourself, and stop using excuses to keep you from getting booked. You are skilled enough to offer the rate you feel you deserve. You can stand out in the crowd. Clients will see that confidence and be drawn to it! Don’t let that little bully in your head mess with your mindset. 

Next, I see a lot of photographers waiting for the phone to ring or the inquiry email to pop in their inbox. But the truth is, we have to go out and get clients. We have to be proactive because clients won’t just magically appear. And this means showing up and marketing to potential clients with a marketing strategy! Every single one of your clients goes through a journey from the moment they first hear about you, to the moment they book their session. In the marketing world, this journey is referred to as moving from a cold audience to a hot audience. 

When a client first discovers your brand, likes your photos, and then immediately inquires, they will not be ready to book! Naturally, they have no personal connection with you. They don’t know why you are different, unique, and “more valuable” than every other photographer in your area. This is why it’s important for you to not just market yourself but to be intentional about how and where you are marketing yourself. Otherwise, you’ll get a lot of inquiries who never respond.

You have to take time to introduce yourself and your brand. You need to nurture potential clients until they are fully comfortable with booking. This could look like offering to join your email list and receive a freebie, then sending them a few emails that explain your brand in more detail. Or sharing your social media account for behind-the-scenes footage, client testimonials, and examples of your work. Follow up with your inquiries to answer any questions they might have. Keep yourself front of mind and do your best to showcase yourself! Get out in front of the people who are your potential clients.

The next problem I see with photographers is not being unique. Can you confidently answer the question, “What makes you different?” There are millions of photographers in the world. You have to be able to make yourself stand out. And explain why you do. A little business trick that I think EVERYONE needs in their life is an elevator speech. This is a quick, 30 sec run down explaining who you are and what you do to anyone you meet. Hence the idea of an “elevator pitch”. When people invest in you, they aren’t just investing in your photos, they are investing in who you are as a person and as a photographer. Knowing your WHY is what grows your business. And being able to explain it well to others. Take some time to really narrow this down and even practice giving your elevator speech to a friend or family member! The more comfortable you get the better! 

Like it or not, it takes more than pretty images in your portfolio to impress clients these days. Your photography website must be designed to sell your value, not just your pricing. What does this mean exactly? It means you need to be mindful and purposeful when designing each and every page of your website! Showcase not only your skillset but show your client’s faces and the experience that you create for them.

Share photos of meeting with clients, or getting ready behind the scenes of a shoot. Maybe even a look at your editing process. Or even the celebration after the final shot is taken! Get creative and do what makes sense for you! You want those who visit your website to be able to imagine themselves working with you. Your website is one of your greatest marketing assets, so don’t neglect it! Putting some extra time and thought into your website will benefit you in the long run. 

The last problem I often see is photographers struggle with is their communication skills. Whether it be phone calls, emails, or in-person conversations, the way you communicate says A LOT to a potential client. I know it can feel like a lot of pressure when you are trying to sell your services. But once you nail down solid communication skills, you’ll find talking to new clients a breeze. The best way to start off any conversation with a potential client isn’t to share a lot about you, but to instead get to know them. Ask them what they are looking for, and find out their vision and goals for their session. Take the time to really understand what they are looking for and how you can best serve them. Asking personal questions will help people not only open up to you. It will also help them feel connected to you and build trust in you. It will seem like you are just providing more information and transparency vs pushing a sale on them. 

So, what’s causing you to not book the clients you want? If one of these problems aligned with you, I hope this gave you some deeper insight into how you can get your business back in gear! 

If you need more help with growing your senior photography business, making 4 -figures per senior session, and becoming the go-to senior photographer in your area, The Seniorologie Semester is a six-month coaching program specifically designed for you!  This program includes marketing to seniors and parents, building websites that convert visitors into clients, pricing your work for profit, creating an amazing experience seniors want to be a part of, and so much more! The Senioroligie Semester is currently open for enrollment! If you are ready to take the senior side of your business to the next level, book senior clients on repeat, and make 4 figures per session, the Seniorologie Semester is for you!  You can learn more about it by visiting www.seniorologie.com/semester.

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