As a Professional Photographer, It All Starts With Trust!

© Petr Ciz

It's Marketing Monday, and this is a topic I've written so much about over the years, but there are still many of you who just don't get it!

In the last few weeks, I've read a lot of "About" pages on photography websites and 90% of you are taking the wrong approach. This is a short post this morning, but hopefully, well worth your time.

• Stop talking about your gear! Most clients don't care what you shoot with. 
• Stop talking about your awards! Unless you won a Pulitzer, talking about print competition awards especially will have little or no impact. Most consumers don't know what PPA, WPPI, and a long list of other associations are!
• Nobody cares how you got started! I know it seems harsh, but the average consumer doesn't care who gave you your first camera.

Remember, women make 98% of the purchase decisions to hire most of you. That means "Mom" and brides are the ones looking at your work. When you write about your background for your "About" page, remember your target audience. Here's what they want to hear:

• Talk about why you love being a photographer.
• Share your passion for people and capturing memories.
• Be sappy - this is an opportunity to show your love for the craft.
• Write about your dedication to exceeding client expectations and building relationships.

The biggest question new clients have is whether or not you can be trusted to capture the kind of images they want. Will you be able to meet their mindset?

Last but not least - write it all in the first person and include a signature. (With security issues these days, a facsimile of your signature is fine.) Write your "About" section as more of an artist's statement and stay relevant to what your target audience is looking for. 

Every visit to your website is a potential opportunity to start a new relationship or expand an old one. Exceed consumer expectations right out of the block with great images in your galleries, followed by a strong "About" section!