This is typically the hardest step for photographers, but once you do it…the floodgates open! In this episode of the Book More Clients Photography Podcast, I’m sharing how niching down in your photography business will help you book more clients.
The number one thing that you are scared to do that is costing you clients is niching down. There are multiple levels of niching down. Just because you’ve done it once in your photography business doesn’t quite mean that you’re ready to move on. In order to book more clients, you will niche down again and again in your business.
I’m most known for saying that you need to have a niche in your photography business. The riches are in the niches. On a practical level, niching down means that you are getting very specific with who you serve and what you are photographing. When you niche down, you aren’t photographing a little bit of everything.
Often, I’ll ask photographers to drop their niche below in a comment on the Facebook group. People will say, “I specialize in weddings, newborns and seniors.” That is not niching down. Here are
Step number one in niching down is to eliminate the things you don’t want to photograph. You’ve probably already identified at least one type of photography you don’t want to offer. That is great! You have taken step one. But now you need to go to the next level in order to book more clients.
Step two in niching down is determining the photography niche that you want to be known for. What do you want to be the expert in? You can’t be an expert in wedding photography and newborn photography at the same time.
Niching down will tag you as the expert in a photography niche. Think about doctors who are specialists in certain areas. I’m taking my daughter to go see an ENT doctor because she’s having tonsillitis problems. I took her to a generic family doctor first, but there was only so much that they could do before it was beyond their scope.
They’ve probably seen several cases of strep and tonsillitis. But her tonsil never went back down. it is still inflamed. That is beyond the scope of the family doctor. So now we have been referred to a specialist. The ENT doctor makes a whole lot more money because they are the specialist and an expert in their field.
In your photography business, we all start off as the family doctor. You do a little bit of everything. You’re a general photographer and you’re either making okay money or you’re struggling. You might be offering everything, not pricing yourself appropriately and marketing is getting hard. It’s really hard to try and market 12 different things that you offer.
Niching down in your photography business will change everything. What are you going to be the specialist in? How do you want to bring in a full-time income? You can be a family photographer and serve families. You can niche down to seniors. Be a newborn or birth photographer. Specialize in brand photography. Become a full-time wedding photographer. What do you want to be known for?
Step one in niching down is to grab a piece of paper, draw a line down the middle and write all of the sessions you love to the left and all the sessions you never want to do again to the right. Step two is to choose the niche you are drawn to the most. That’s the one that I want you to pick.
I know it feels scary. You’re afraid you won’t get enough bookings. But trust me, niching down will be the thing that takes your business to the next level.
I asked my Blueprint students, “What’s the number one thing that you took away from The Blueprint that has absolutely been a game changer for you and your photography business?” Their answer was niching down!
After you niche down your photography business, you are going to be more confident in what you’re doing. You’re going to go all in with one focus. Marketing will be so much easier once you know who you’re talking to!
It is ridiculously hard to try and promote different things. I tried doing family and seniors. It was hard because I was constantly having to change my language and change the person I was speaking to. But once you niche down, all of your content and all of your sessions on your website will reflect this one thing over time.
You’ll also be able to give yourself a raise and increase your prices when you are an expert, and you only have one niche.
Your action step for today is to pick what you want to be known for. Choose your niche, and then pop over to the Facebook group and let us know what you picked!
Check out the newest podcast from Brooke! Introducing The Five Star Business Podcast, a podcast for faith-based coaches, podcasters and entrepreneurs seeking to scale their business God’s way.
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