The Most Powerful Tool for a Photographers Business is Free.
We have the ability to have a direct line of communication with our potential clients outside of algorithms. And it's free. Still not enough of you are using this incredible tool effectively.
There is this incredible tool. It gives us direct access to pretty much anyone in the world.
And it’s free.
It’s a way to get your photography and your insights directly in front of potential clients.
It’s called email. It’s literally electronic mail. It’s mind blowing. You can even send photographs. Right through your computer. Wild.
Seriously.
There are so many reasons why a photographer should have a newsletter: There is nothing more valuable than an email list.
And let me explain to you why this is huge.
Important email lists have sold for millions. The Morning Brew Sold for $7m. An email list.
A photographers email list is gold. There is nothing more powerful than direct email communication with your audience.
Email is one of the most powerful weapons we have as a photographer.
What’s a more valuable viewer? Someone that follows you on instagram, that scrolls, taps follow, and scrolls on to someone else OR a viewer that opts into your mailing list and is asking for communication to be sent to them directly?
This is the hack. It starts with giving your potential clients exactly what they want.
It’s a Direct Communication Channel: Having a newsletter provides us photographers with a direct and reliable communication channel to connect with their audience. Unlike social platforms, where algorithms can limit our reach, a newsletter allows photographers to directly reach our subscribers' inboxes. This direct line of communication fosters a stronger and more personal connection, enabling photographers to share updates, showcase their work, and engage with their audience on a deeper level.
The second part of the formula is we get to Cultivate and Nurture Relationships: A newsletter enables photographers to cultivate and nurture relationships with our audience over time. By consistently delivering valuable content, such as tips, behind-the-scenes stories, or exclusive offers, we can establish ourselves as a trusted resource and build credibility with our subscribers. This ongoing relationship-building helps to foster loyalty and can lead to increased client retention and referrals.
I’ve realized this a really smart tactic and high performing shooters are using to Drive Business Growth: A newsletter is a powerful tool for driving business growth. By strategically utilizing your newsletter, you can promote your services, announce new offerings or promotions, and generate leads and bookings. This is addictive. I’ve been posting weekly for 15 months without missing a Saturday. A well-crafted newsletter can generate excitement and anticipation among subscribers, leading to increased inquiries and conversions. My growth here on Substack has been explosive. Newsletters serve as a platform to showcase our expertise, share our success stories, and demonstrate the value we bring as photographers, further attracting potential clients and expanding our business.
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Here are some innovative ways photographers can leverage their mailing lists to attract and engage potential clients:
Exclusive Offers and Discounts: Offering exclusive discounts or special offers to subscribers on your mailing list can incentivize them to book your services or purchase your products. Providing limited-time promotions or early bird access to new services or packages can create a sense of urgency and encourage potential clients to take action.
Personalized Recommendations: Use your mailing list to provide personalized recommendations based on the interests and preferences of your subscribers. Segment your list based on factors like location, photography genre, or previous engagement. Tailor your content and recommendations to cater to the specific needs and desires of each segment, increasing the likelihood of converting potential clients into actual bookings.
Behind-the-Scenes Access: Offer exclusive behind-the-scenes content or sneak peeks of your photography sessions to your mailing list subscribers. This could include sharing images or videos that highlight your creative process, showcasing unique techniques, or revealing interesting stories from your shoots. By giving subscribers an inside look at your work, you create a sense of exclusivity and build a stronger connection with potential clients.
Educational Content: Share valuable educational content related to your style of photography through your newsletters. This could include tips and tricks, tutorials, or guides on various aspects of your photography niche. By positioning yourself as an expert and providing helpful resources, you not only add value to your subscribers' experience but also establish credibility and trust, making them more likely to consider you for their photography needs.
Curated Inspiration: Create curated newsletters featuring inspiring photography from various genres or themes. Showcase the work of other talented photographers or share visual inspiration from different sources. By curating and sharing compelling visual content, you position yourself as a reliable source of inspiration and expertise, attracting potential clients who resonate with your artistic vision.
Client Success Stories: Feature success stories and testimonials from your past clients in your newsletters. Share their experiences, accompanied by their photographs and personal anecdotes. Testimonials provide social proof and demonstrate the positive impact your photography services have had on previous clients, increasing the likelihood of potential clients choosing to work with you.
Interactive Contests and Challenges: Engage your mailing list subscribers through interactive contests or photography challenges. Encourage them to participate by submitting their best photographs related to a particular theme or concept. Offer prizes such as free photo sessions, prints, or discounts to winners. This not only generates excitement and engagement but also allows you to discover potential clients with talent and passion for photography.
Remember, building and maintaining a strong mailing list requires consistent and engaging content. Consistency is King.
Imagine trying to drive across the country while only spending some of the time pressing the gas, spending most of your time stopped and not even keeping a schedule.
You’d never get anywhere.
The most important part of your newsletter is providing value, fostering genuine connections, and showcasing your unique style and expertise and doing it on a consistent schedule.
By using creative approaches to leverage your mailing list, you can blow up your list and attract and convert potential clients into loyal customers.
Thanks for reading me this week.
👉🏾 I am a Pro Photographer, Director, and Educator based in Toronto, CA.
My goal here is to educate and connect a global network of visual creators.
Mindset shifts and Immersive Pro Education on YouTube 👉🏾 https://www.youtube.com/stevecarty
Join my Free Photographers Community on 👉🏾 Discord
Learn more about me and see my work at 👉🏾 stevecarty.com
Learn about how I can help your photography career 👉🏾 thecartymethod.com
I sucked on camera so I taught myself how to get better. You may be the shy, quiet, fly on the wall type of shooter, but if you’re trying to make a living at this, you need confidence.
You’ll go from shy and nervous to ready for your next client meeting, your next pitch, your photography promo video, reels, TikToks and even your own YouTube channel. If you’re the quietest one in every room, it may be time for you to come out of your shell. This is the 30 Day on Camera Challenge.
I love email marketing. Getting folks off the fringes of Instagram and onto my website is really challenging and incredibly frustrating. I only have 19 email subscribers for now. I hope we will see a shift in more email marketing soon. Trying to figure out the secret sauce here. Thanks for the great content, Carty.