How to Find Photography Clients: 5 Hard Truths Every Photographer Should Know
The #1 question I’m asked by photographers I coach is, “How do I find clients?”
Unfortunately, the most honest answer I can give is usually not the one people want to hear.
As my friend, headshot photographer and business expert Richard Waine always says, there is no “magic bullet,” no quick fix, no slick marketing scheme that will have clients banging down your door for new headshots and portraits.
But hope is not lost—especially for those who are willing to do the work. Here are 5 Hard Truth Every Photographer Should Know About Finding Clients.
1. Your Work Matters
No one wants to hear that their photos suck. I get it. But there’s a terrible fallacy that floats around the photography community that goes something like this:
“You don’t need to be a great photographer to book clients — I make X a year, and I’m not even that good!”
Yeah… this is total nonsense. I know a LOT of amazing photographers—many making six, even seven figures a year. Do you know what every single one of them has in common? Their work is awesome.
Perhaps one reason you are not booking clients is simply that your work isn’t very good. Please don’t take this as an attack, but as constructive criticism to take a hard look at the quality of your work and see where it needs improvement.
No matter how good or experienced you are, this is something we all need to do in order to grow.
2. You Must Play The Long Game
Oof. The long game. In our society where everything is INSTANT—food, information, entertainment—we’ve become so averse to doing anything that takes time. Impatience is the new normal and all of us are affected by it.
But if you want to be a successful entrepreneur, you must, must, MUST play the long game. This means that growing a business doesn’t take a few months. It takes years of consistent, hard work.
The early years are the most crucial because you’re building the foundation that everything else will rest on. Every small step you take today will have a monumental effect on where your business will be in 2, 3, or 5 years. Every client interaction matters.
For example, it took time to build repeat clients in my business. It wasn’t until my headshot business reached its third year that I began to see a huge uptick in repeat clients—companies and individuals who won’t even consider another photographer because of the way I worked with them.
And that leads me to point #3:
3. You Must Treat Every Client Like They Are Your Dream Client
I always say:
“The way you act at a job you hate is exactly how you’ll act at your dream job because the problem is not the job, it’s you.”
The same can be said for your clients. Do you go the extra mile for them from the moment they book? Are you attentive to their texts, emails, and phone calls? Do you make the experience something memorable they want to tell their friends and family about?
Or do you rush them through the session just to get it done?
The fact is, the way you treat today’s client sets the tone for how you treat them all. More importantly, it builds your reputation in the community.
So treat every client as you would want to be treated. The Golden Rule, my friends.
4. Consistency Wins Social Media
When I started my first business—a brick-and-mortar music school for kids—I took out a full-page ad in the local newspaper and waited for the clients to roll in.
I was so discouraged when nothing happened.
It took me a while to learn that good marketing is a slow, steady drip of relevant information to your prospective clients.
You must be consistent, because when a prospective client is ready and in need of your services, they will see you and remember you.
My recommendation: Pick a few social platforms and dig into them, posting daily, relevant content. And don’t post AI-generated nonsense—do the work to create content that’s relevant to your viewers and also positions you as the expert in your field.
This is where quality comes into play again. As photographers, nothing speaks louder than the quality of our images, so I refer you back to point #1.
5. You Must Believe You Can Do It
Okay, so this has been some tough love. But examining our businesses, our work, and our interactions with clients is necessary if we want to grow.
This is not meant to discourage you, however. The fact is, if I did it—YOU CAN TOO!
I took an idea, which was nothing more than a dream, and turned it into my reality. I do what I love every day—creating images that inspire, grow brands, and connect me with amazing people. And I get to mentor other photographers along the way. It’s amazing.
But if you go around feeling like a failure, and not believing that you can do it, you’ll create that reality for yourself. A fundamental shift in mindset is necessary in order for you to align yourself with success.
And this isn’t some “new age” fluff.
Successful people want to work with other successful people. If you feel like you’re not good enough, people will sense this from you, and it will impact every single aspect of your life—especially your bottom line!
Ready to Up Your Game?
If you enjoyed this article, check out the video I linked where I talked with headshot photographer and business guru Richard Waine. I think you’ll find it illuminating.
If you’re ready to up your photography skills, business skills, and shift your mindset, join my Headshot and Portrait Coaching Community. Every day we are growing, learning, and becoming the best versions of ourselves.