Trust: Your Most Important Building Block

by Skip Cohen

Over the years, I've written extensively about crafting content for your "About" page, emphasizing the importance of being relevant to your target audience and building trust right from the very beginning. Sadly, there are still many of you who just don't get it...or you've procrastinated your way into thinking it doesn't matter. 

Years ago, an incredible motivational speaker, Ed Foreman, planted this seed of wisdom, which I've modified slightly:  "If I can see the world through my client's eyes, then I can sell my client what my client buys!" It's really that simple, and far more focused than just the old expression of "putting yourself in their shoes." You need to understand what's important to your target audience - what they worry about, what are their needs, what makes them happy, even what needs aren't being fulfilled.  This should guide your thought process for everything you do in marketing and building your business.

• 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 "Moms" 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! ​

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