Know Your Audience and Focus Your Subject

With any business, it’s important to know who your ideal customer or client is. If you’re just starting and don’t know this yet, or you would like to revitalize your business, simply write a list of the subjects you like to shoot. Your list could include things like newborns, children, families, seniors, couples, weddings, engagements, and even fashion or product photography, and more. Whatever it is you like to shoot, put it on the list. Then, go down the list and choose one. Yes, just one. It’s okay to branch out when asked, but let your focus be on one subject for now. That way, you can drill down who your ideal client is. This will be very different for varying subjects like children and product photography, which are polar opposites. The mindset of the client for each of these subjects is very different.

Describe Your Ideal Client

Once you’ve picked your subject, I want you to make a new list that describes your client in detail. For instance, if you find that your passion is photographing children, ask yourself things like, “What are the parents’ cares and concerns?” “What do they get excited about?” And so on.

Now that you have a pretty good description of your ideal client, does this person sound familiar? Do you know anyone who fits the description? And most importantly, is there a built-in network you can tap into? Write down any name that comes to mind.

For example, if you chose children as your subject of choice, do you know anyone with children? I’m guessing that’s probably a yes! Do these children have interests like soccer, baseball, music, or dance? This is the built-in network I was referring to.

Now for the fun part… The Shoot!

Brainstorm anything and everything you can think of for a possible theme or styled shoot geared around your ideal client. Really have fun with it and get creative! Also, think of the built-in network we talked about earlier. Then, make an offer they can’t refuse.

Take this gorgeous ballet-themed shoot by Mia Coelho Photography for example. She created a custom set, photographed the session at no cost, and offered an in-person ordering session 7-10 days later, where the mothers were welcome to order something if they chose to. She now has this stunning set of photos to add to her portfolio and use to promote future ballet-themed sessions as well.

35mm | f1.6 | 1/400 | ISO 100 | Shot in the hour before sunset

You can also include other vendors in this endeavor as well, such as venues and bakeries for wedding photography, and stylists for senior photography, and so on. This is your opportunity to WOW your ideal client. If done right, you’ll solidify you as their photographer in their minds.

What are some ways you’ve been able to wow your ideal client? We’d love to hear your ideas in the comments below.