The Art of Following Up: How to Convert Photography Leads into Loyal Clients
So, a new photography lead landed in your inbox? Sweet! But the party’s only just begun. Here’s how to craft an effective follow-up workflow from start to finish and convert curious leads into happy, paying clients.
Set up an auto-responder for the initial reach-out
Have you ever submitted a form on someone’s website, eager to work with them, only to be met by crickets in your inbox? Yeah…me too, and I think we can all agree that it doesn’t feel great! Not to mention that you’re left in internet limbo, wondering if your inquiry even successfully reached the intended recipient in the first place. No bueno.
Needless to say, that’s not the vibe you want to leave prospective clients with after their first interaction with you and your brand. Instead, you’ll want to enlist the help of a handy-dandy auto-responder to drop off a quick note before you can get in touch personally.
Infuse some personality
Now, when I say auto-response, I don’t mean a stiff, canned reply with a half-hearted “I’ll be in touch in 48 hours” and a brief sign-off—*cues best impression of Lady Whistledown in Bridgerton*—this author wouldn’t dare make such a suggestion.
I’m talking about a pre-written, but thoughtful touchpoint that showcases your brand’s personality, assures your inquirer that you received their message, and promises a more thorough reply within a reasonable time frame. In other words, make it fun! Let’s review each of these elements and then see them all come together in an example.
Thank them for their interest
First things first, you’ll want to extend a warm and genuine “hello” and thank them for reaching out. In whatever way feels true to you and your brand, express your excitement at the idea of connecting further and helping them bring their vision to life.
As photographers, we’re blessed to capture some of our clients’ most special moments, events, and milestones so you’ll want to let your prospect know, right from the jump, that you’re honored by their consideration.
Make it personal
Now’s your chance to connect on a personal level by reminding them of the results they’re dreaming of and, most importantly—how you can help them achieve it. Whether they’re after an empowering collection of brand images or a breathtaking gallery of wedding portraits, take a moment to share about why you’re passionate about serving clients just like them, a booking best practice.
In doing so, you’re not only striking an emotional chord and building that “know, like, trust factor”—you’re rising to the occasion as the pro you are to assure them that hey, they picked the right person for the job.
Ensure a personal response within a reasonable timeframe
This one is straightforward but oh so important! Be sure to let your lead know when they can expect to hear back from you with next steps. Have lightning fingers that are able to get in touch within 24 hours? Need a little extra time between serving other clients to get to your inbox? Outline whatever time frame works best for you and your business, and then be sure to honor it.
Clarity is kindness and this simple mention goes a long way in building trust before you even get to making photo-magic.
Bid them adieu (for now!) but not before adding value first
At this point, your prospective client knows that you’ll personally be getting in touch soon, but don’t miss out on the chance to offer value before signing off. Below your signature, consider adding a “P.S.” section with a recommendation or link to a freebie that’s relevant to your audience and photography niche.
For example, as a brand photographer serving women entrepreneurs, I always link my complimentary Additional Resources Guide which is tee’d up with tips and tools to support the entrepreneurial journey. Whatever you choose to include here, think of this as a little gift to your inquirer showing them you’re ready to assist!
An auto-responder template to inspire you
Alright, let’s recap. So far, you’ve…thanked your lead for their interest in collaborating with you, assured them they’ve come to the right place to make their photography dreams come true, and detailed a response time for a personal message with the next steps.
To give you a better idea of how all these elements can work together, let’s look at how our fictional friend Barbara, a bubbly family portrait photographer, might draft her auto-reply:
Hey there, (inquirer’s name)!
Thanks so much for reaching out about a portrait session for your sweet family! I’m jazzed to hear from you, and I can’t wait to capture your priceless memories. Oh, the fun that awaits us!
Really, though, I know your family legacy is something you treasure, and I’m honored to come alongside you on this journey. Every laugh, every snuggle, every precious moment of joy—we’ll turn those into memories you’ll cherish for years to come, with photos that’ll warm your heart each time you see them.
I’ll be in touch with a more detailed reply within the next two business days, but I just had to pop in with a quick hello and to let you know that your email is tucked away safely in my inbox!
Ps. Since you’re such a gem for waiting, I thought I’d share my Family Photo Shoot Session Planning Guide with tips to help you prepare for your shoot—go ahead and dive in!
Bye for now, and talk soon!
-Barbara
This should give you a jumping-off point, but feel free to tweak this template to reflect your unique personality and brand voice better!
Reiterate your enthusiasm and add a personal touch
Now that human you is ready to respond to your inquirer’s message (thanks for your help, auto-responder—we’ll take it from here) it’s time to follow up with a personalized email. Once again, reiterate your enthusiasm about your lead’s project, this time tying in specific details from their inquiry.
In doing so, make it a point to leverage a little psychology hack called “the echo effect.” Put simply, this means to repeat back the words you’re hearing. And according to experts? It tells the person on the other side of the conversation that you’re truly listening and in tune with what they’re saying.
Share pricing details and packages
This is the perfect time to segue into pricing and share more information about the different ways your prospect can work with you. For this, a pricing magazine—where the details of your packages and creative process are outlined—is highly recommended! Whether you choose to purchase a Canva template with a stylish outline, or start with a blank canvas for maximum customization, the key is to curate a highly visual experience that helps potential clients envision themselves in your work.
When sharing your pricing guide, feel free to take one of two approaches. If you feel confident in recommending a specific package based on the project details they’ve already shared, go ahead and point them to the option that will best fit their needs. Or, if you prefer, encourage them to explore the packages and let you know which one tickles their fancy.
Pencil in a time to chat further
With the nitty-gritty pricing details out of the way, let’s schedule a time for a face-to-face (or ear-to-ear) chat with your future client, shall we? Now here’s the thing: hopping on a connection call prior to confirming a booking isn’t necessarily mandatory, but it’s highly recommended for several reasons.
The first and most obvious is that you’ll want to ensure that you and your potential client “click” and look out for any red flags signaling that you’re not a great fit. It’s also a wonderful opportunity to begin building rapport before shoot day arrives. Ultimately though, you know your business best, so decide what approach feels most effective for you and your clients!
Include a call to action and seal the deal!
Last but certainly not least, let’s leave your prospect with clear directions on next steps. If you’re moving forward with a connection call, consider leveraging the ease and convenience of a digital calendar! This helps potential clients book their call swiftly and seamlessly—sans the email fatigue of having to go back and forth to agree on a date/time!
If you opt to seal the deal without hopping on a call, clearly detail the information you’ll need to finalize their booking, such as selecting a package, confirming a date, and signing an agreement. The key here is to help them navigate the booking process as effortlessly as possible.
Time to get started
Congratulations, photographer! You’ve effectively crafted a solid follow-up workflow and are well on your way to converting leads into loyal clients. To recap, the essential elements to successful follow-ups are a dynamic blend of professionalism and your personality. From the very first interaction, you’ll want future clients to get a sense of your brand and connect with you on a human level.
Whether you’re new to photography or are a seasoned pro refining your approach, having a follow-up workflow in place is paramount in building trust with old and new clients alike, and setting the stage for a flourishing business. Now go turn those leads into lifelong fans!
Written by Lauren Rodriguez | Photographs by KB Radiant Photography
