Show notes
#459 In today's episode of the podcast, I chat with Julie Christie about creating engaging content, especially for family photographers. We discuss the impact of connection content, building trust with the audience, and the value of authority content. You'll learn how to develop a photography brand with a personality, appeal to introverts in business, and strategically navigate the balance between connection and sales content in your marketing efforts.
THE BIG IDEAS
- Connection Content: Share glimpses of your values and personality without revealing private details to build trust and likability with your audience.
- Brand Personality: Create a photography brand that reflects your values and personality, emphasizing connection with the audience over price or quality.
- Introverts in Business: Market with integrity, emphasize empathy, and cater to like-minded introverts in your marketing to build trust and loyalty.
- Authority Content: Utilize website for authority content to address buyer's questions and concerns, efficiently converting them into customers.
Implementation Plan:
1: Create Connection Content:
Julie emphasizes the power of showing your personality and values through connection content to engage your audience, especially for family photographers. This approach helps clients feel like they know you, which can be a strong factor in their decision to book your services. Photographers can harness this insight by showcasing behind-the-scenes snippets of their work life, sharing personal but not private anecdotes, or even their philosophy on capturing precious family moments.
Exercise: Share a brief story or insight on your social media that relates to why you love capturing family moments. It could be a throwback to your childhood family photos, a recent warm interaction with a client, or why you cherish the candid in-between moments. This helps potential clients see the person behind the lens and fosters a sense of familiarity and trust.
2: Showcase Authority:
As per Julie's experience, authority content might not rake in high engagement but is crucial for conversion. It establishes you as a knowledgeable expert, which can be especially persuasive when potential clients are considering who to trust with their memories.
Exercise: Write a blog post or create an infographic for your website that answers a common photography-related question you've encountered, such as "How to prepare your kids for a photo session" or "The best time of day for outdoor family photos." Include helpful tips that showcase your expertise and experience.
3: Embrace the Learning Curve:
There are so many advantages to the mistakes you make in the journey of growth as a photographer. For new photographers, this lesson is vital: being unafraid to make and learn from mistakes is what ultimately refines your craft.
Exercise: Select a past photo that you're not particularly proud of and analyze it to understand what didn't work. Then, attempt to recreate the shot by applying your new knowledge and skills. This process will not only enhance your technical abilities but also underscore the evolution of your work.
4: Market with Integrity:
Julie's advice for introverts or those hesitant to share too much online is to market with authenticity—this genuine approach resonates with like-minded people. For photographers, this can mean building your brand around your authentic values and preferences.
Exercise: Reflect on what aspects of photography resonate most with you personally and ethically. Craft your marketing message around these elements. For instance, if you value sustainability, share how you incorporate eco-friendly practices in your photography sessions. This transparency can build stronger connections with an audience that shares these values.
Resources:
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