As with all other sectors, the text on your website has become the primary location of battle between you and your competitors. Hence the continued rise of copywriting for photographers to gain an advantage.
Photography is an ever-changing industry which has been volatile as technology has changed. Although everyone has a camera attached to their phone, even more people are hiring photographers to create the perfect photo.
There are many ways to find clients, but none have grown faster for photographers than copywriting.
Copywriting is the creation of text to be used for marketing and advertising. Copywriting produces copy, which aims to persuade your customers to make an option and pushes them towards making a decision you choose.
In this context, copywriting for photographers is used to guide potential clients into making bookings at your private photography practice and driving sales towards your own work.
A booking in the photography industry can take many forms, ranging from all day photoshoots for individual photographers to in-studio photography for a whole team. Either way, each photographer has their own needs and preferred client to push towards.
Depending on what type of photography you do, there are different ways to use copywriting. This article will break down what you should consider:
- understanding the photography consumer
- changes in the photography market
- what factors contribute to getting more bookings?
- copywriting and photography
- how to get the best articles
Understanding the photography consumer
With the increasing need to share information visually, more and more industries are exploring photography as an investment. That being said, the traditional customers still include:
- actors and performers
- events and weddings
- food and products
- travel and tourism
One ongoing fact is the need to target a variety of customers to best meet the needs of your photography practice. Although there are many niche photographers, most studios keep a focus on a set of common clients to focus their services on.
It’s also important to consider the development of customer bases. One area which has increased is LGBTQ+ arts – this has expanded quickly thanks to Arts Council funding increases towards their minority.
In expanding the number of audiences your business targets, it’s important to understand the emotional or commercial value of photography for each sector individually. Particularly if you intend to pitch business owners, you have to be able to show the added value that your photography will bring to their company, its brand, and public perception of their products and services.
In the UK alone, revenues reach over £2bn in the photography industry, according to Ibis World. The impressive growth in the sector has led to more freelance and niche photographers joining the market – so there’s more competition for you than ever before. You need to work out what your service offers which others don’t and then describe your service and the value it adds clearly and concisely.
Freelance photographers pose an interesting question to photography studios.
Freelance photographers can take work away from traditional photography studios but they also pay significant hourly rates to make use of a quality studio setup.
Therefore – should a photography studio work with freelancers? What are the advantages and disadvantages?
Changes in the photography market
The photography industry is in seemingly constant flux pushed and pulled by internal and external influences over which it has little or no control. The rise of consumer-friendly photography equipment and easy to use image manipulation software has convinced many that they don’t need a photographer and that they can do it all themselves.
Likewise, the number of photographers in full-time or part-time industry jobs has fallen as companies adapt to cope with competition from thousands of people who now offer photography on a freelance basis.
Change and competition has made an already difficult job a lot harder and, as a result, full-time photography has become a less attractive career prospect for many. The base was arguably low anyway as, in figures reported by CareerCast in their 2019 Jobs Report, photography careers rank as one of the most stressful positions and they are paid at a much lower rate than similar position.
This doesn’t mean that event photography is no longer a lucrative profession. What it does mean is that the needs of consumers in the current environment has changed. For example, photographers are being hired to be an event marketer instead of photographing eventgoers.
For the modern studio, in lieu of paying a photographer to take photos of their clients, photographers are bringing their clients into the studio and paying for the use.
What factors contribute to getting more bookings?
There has always been a constant need for freelance photographers to find more clients, and studios being paid by those freelance photographers, the photography market is ripe for change.
Depending on your position in the photography market, there are two distinct opportunities which will allow you to find more clients.
Outsource your client hunting
Finding new clients is a drain on the time of both freelancers and studios. If a freelancer saved time finding clients, it would allow for more hours on the studio, which means more time spent hiring a studio per freelancer.
For a studio, not having to find as many people for the studio would allow for economies of scale in booking out the studio. For example, a studio servicing a large amount of performing artists could book out 2 hours to take a whole groups headshots and photos.
Photography is art, and allowing photographers to express their individual abilities throughout the marketing process drives new bookings.
For studios, this means producing content that shows the personality and interests of each photographer. This will allow you to refer any inbound calls to the studio for a photoshoot to each creative which frequents your studio. This also builds loyalty, as the freelancer can feel like part of your studios brand.
For the freelancer, they should produce content which explores their individual niche with knowledge only they could possess through experience. The boost which insight can give an article in rankings drives more clients directly to the freelancer.
Even better, working together in the vertical and combining practices and marketing efforts can allow for the best of both worlds- the flexibility of freelancing and the power and reach of a studio.
Copywriting for photographers
Producing content falls under the reach of a copywriter, professionals who write copy with the intent to create more bookings.
The content which a photographer needs is predominantly article based, as well as pitch documents for larger clients or companies that may need to discuss booking you in front of their co-workers.
There are many ways to put the content you produce in front of a potential client. The major areas which well-written copy are useful are:
- Ranking on Google – You rank on Google when you reach the top of the first page of a google search. The higher you rank on Google, the more likely that someone will read your article and decide you are the studio or freelancer they would like to work with.
- Social Media – Photography is predominantly visual, and posting on social media channels like Instagram and Pinterest helps put the photos you take in front of people who would like you to take more. By having a well written article placed in the biography of your page, you can drive people to read it directly.
- Discussing services – Once a client comes into contact with you, through the article or otherwise, having pitch documents available means you can quickly compare the services you offer. This can boost client satisfaction and retention, as they will receive an exact match for what they require.
The easiest type of content to engage clients with is How To articles. When your potential clients are searching Google for photographers, they are usually searching for exact questions. A few questions that they are searching for include:
- how do I do a clothes photoshoot?
- which month should I do my maternity photoshoot?
- how do I get photos with my dog?
By answering these questions directly, you can target the exact client which you are looking for and encourage them to choose your photography studio to do the photography in.
Content writing for a photography website
Finding time to create the highest quality copywriting for photographers on top of fulfilling your workload is difficult but it’s worth the investment. The most successful wedding photographers invest continuously in copywriting for wedding photographers.
To speak with one of our account managers, please call 0330 010 8300 or click here to email our copywriting team.