Hiring a photographer is an extremely emotional decision.
There’s self-esteem at play: How will I look?
There’s finances involved: How much is looking good in these photos worth to me?
There’s more than a little FOMO (fear of missing out): Well, she had a fancy wedding photographer, so I should too.
Theres’s stress about making the right choice: There are so many photographers, with different styles and price points and package options. How will I ever choose the right one?
I could honestly write 17 more of these. People are IN THEIR FEELS about signing on the dotted line with a photographer. That’s why some people ask you 10,000 questions before they want to pay their invoice. That’s why their mom is so heavily involved in the language of your contract. Hell it’s even why people ask for discounts! They are stressed!
But people all come to your site with their own special set of emotions. Your job as a business owner is to figure out what they are for your ideal clients. What are their specific concerns? Where do they hesitate in the process of hiring you? And for those people that do end up booking, what was is that sold them on you?
When you can answer those questions, you can write the home page of your website copy. Because when your potential clients land on your site, they are having a conversation in their head. With themselves. Every word they read either raises a question or gets them to say, “Wow, I like this gal.” So you want those first lines on your site to jump right into that conversation. You want to push back on their objections and paint the picture of how great their life is going to be when they hire you.
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tl;dr … People make purchasing decisions based on how they feel. Then they back it up with logic. They think, “Oh, I want that. But wait, does this make sense for my life/budget/circumstance?”
So the natural rhythm of your copy should be to start with feelings. Theirs, to be exact. Jump into their brain, use words that they would actually say to describe their emotions. Then show them how what you do and who you are amplifies their good feelings or turns their bad ones around.
P.S. Here’s an easy way to implement this immediately and make your copy better TODAY …
… This is the best question I ask when I interview a photographer’s client. It gives me their moment of highest tension. Reach out to a favorite past client and ask this today … What problem did I solve for you? There is always that moment of uncertainty before making a big purchase; what helped you make this decision to hire me? What pushed you over the edge?
To The Point is a video series where I share copywriting ideas for photographers, posted to my Instagram account . It’s just a quick tip to make your copy better in less than 60 seconds. These blog posts are a little more in-depth, to really dig into those ideas. If you would rather watch the short video, click below.