How can you build a client base without being too salesy?

I recently set up a blog to act as landing page for my portfolio website and to be able to share some of stories from ten years of professional shooting as you can imagine I have amassed a database of many thousands of images in that time and have many anecdotes worth sharing, it is also an opportunity to practice my writing skills and regularly sit down and think about my work. It definitely allows you to share about your work and maybe explain part of your creative process in how you approach shoots, overcome obstacles and solve problems with creative solutions at the same time allowing your uniqueness to show through…

To enter into the commercial photography business means you're accepting what you do is a service. Not unlike a plumber, accountant, arborist, etc. Find a business that you feel could genuinely use your help. Accept that what you're doing is helping another business fulfill a need. They need you, you don't "need" them, but you'd love to help them. This approach can help set the tone for every interaction, including a cold call/email/DM. The sales-y vibe happens when you don't care about helping the other business and it's evident that the only thing important is the pay day. That does not mean compromising on your value though, which is another conversation.

True. There is no competition among photographers because every photographer wins ?his? clients through ?his? (respectively ?her?) personality. Because every photographer has a different personality, every photographer gains different customers, namely ?his? (respectively ?her?) customers. Your ?about? page is as important as your portfolio.

1. Showcase your work through a professional portfolio or website. 2. Utilize social media platforms to share your work and engage with your audience. 3. Collaborate with other artists or businesses to reach new audiences. 4. Provide value by sharing informative content related to your art that’s relatable and up lifting. 5. Engage with your audience by responding promptly and professionally. 6. Attend art events and exhibitions to meet potential clients. 7. Collaborate with influencers or bloggers to increase visibility. 8. Manage your time with the rule of thirds: creating, marketing and sales. By focusing on showcasing your talent, providing value, and engaging authentically, you can build a loyal client base without being too salesy.

Building a client base in a way that doesn't feel salesy for a lack of better word starts by focusing on trust. If you feel you have the skills and knowledge to help a specific type of client either A) have enough proof of who you are and what you are able to do that it speaks for itself and you can then approach it as a conversation on how you can help them or B) if you don't have that proof or reputation but have the skill work or create stuff for free and allow them to access that material without expectation. This for me starts a chain reaction because if you do good the client will most likely return and be more open, if they don't you gain more material and proof that you can take to the next one.

Of course, your portfolio is your visual CV. But don't just put up your best shots—tell a story with them. Add 'behind-the-scenes' snippets: what was challenging, what was fun, and maybe a quick testimonial from your client. Was it a senior portrait that made a teen feel more confident? Share that story. It humanizes your work and shows you care about more than just the shot.

Your portfolio images should speak for themselves, but providing context transforms your work from a collection of photos into a narrative. For each project, summarize the client's unique needs, your creative approach, and the tangible results you delivered for maximum impact. Did your photos increase social media engagement or conversions for a business? Share those metrics. Did your portraits empower a client's personal brand or commemorate a meaningful occasion? Highlight their testimonial. Your portfolio should demonstrate your talents and vision as well as the value you bring to clients.

I never think too hard about what I post or add as the front cover of my portfolio. I lead with my heart, and sometimes it may not be a tactical approach, but I know those who stumble across my work will, "see what I'm getting at". I am not the best at culling my imagery, but part of my business is offering my clients variety and options as I see fit. I trust myself to know and see what is a good image, but do not rely on perfection alone to attract my ideal audience. I want people in my ideal audience to be the type that appreciate beauty, and sometimes, my favorite comments of potential customers is that they love something, but can't quite put their finger on why. I never overthink it.

I would say, building a brand without being too salesy, it’s all about how we work with people, about how we guide them, about how we advise them where necessary, to also listen to their requirements, make the client feel and ease and relax and of course to deliver on the job. Be it a wedding or any other event, at times we have to have to be as if we are part of the family, at at time to be just one person in the crowd, and do our job by capturing special moments that happening around us, without being too invading or too loud. If we have done a good job, it will be our curent client who will do the sales pitch for us.

Indeed, a work of art /photography can be considered a profile on its own, with its own uniqueness. As work evolves over time reflecting the artist's perspective and connecting with others (viewers/ consumers) This also evokes emotions and reactions, sparking conversations and interpretations

Networking is a common habit of every successful business person. If you desire to build a successful photography career or any other type of business, you should make it a habit to make one to two new contacts per day. For 30 years, I have made every effort, to never let the sun go down without talking to one stranger, passing along my contact info and logging their name and what they do. It has literally put more than seven figures in my accounts, as my mentor told me it would in 1992. Successful people respect you for having a strong self esteem. Broke people criticize your for it, but they cant afford your services anyway so it shouldn't matter to you if they are not paying your bills. Networking is NORMAL.

Networking is an essential part of being a freelancer of any kind. In my field, graphic and web design, it is essential to go out in your community/ local regions and meet various industry leaders and experts to leave an imprint of your personality, support, and talent. In a world where there are lots of larger agencies/ big names, you would be surprised the number of business owners/ decision makers who want to hire locally based freelancers to add to the local economy and find consistent support. Look for weekly/ monthly networking groups, luncheons; there are plenty out there that can be industry specific and limit the number of “seats” so that you are exclusive to the group.

Networking organically within your community and niche is key. Seek out opportunities to get involved and give back without an agenda. For example, connect with local professional associations, chambers of commerce, or relevant social causes. Offer your photography skills to capture their events and tell their stories. This showcases your work while building reciprocal relationships.

Some photographers don't like networking. But networking doesn't have to mean schmoozing at boring industry events. For instance, I collaborate with makeup artists and wardrobe consultants. We cross-promote each other, making it a win-win. But I only partner with people whose work genuinely excites me and is on brand. Authenticity is the currency of effective networking in the photography world.

One of my favorite ways of networking that helps me reach my audience is through volunteer work. I am a pet photographer so once weekly I work with local rescues and photograph the animals they have for adoption. Building this relationship with the awesome people in the rescues allows me to be part of their events as my business while also meeting new clients. This can be applied to every niche if you are creative enough. Fine Art photographers who do nature or landscape photography could look at charities to support that help with the conservation of land. Family photographers could do work with children's hospitals or raise money for orphanages. Your photography has the power to do good and you can use that to meet clients who value that.

Don't just post your work. Share your 'fails' and the lessons you've learned. People appreciate vulnerability and learning from your journey. You become more than a photographer; you become a relatable human being.

An example I've seen in product design is to give, without expecting to receive. Wedding photographer's can share useful tips to help couples plan and be prepared for their couple shoot. List some of your connections on your web page. Example DJs, florists that you have worked with on weddings before. When posting inspirational photos, mood boards etc, instead of taking the usual promotional route, ask what they like and don't like. Don't bash other photographers' work, especially not to promote yourself as an expert.

If you don't have a CRM yet, then you're doing it wrong. I use Tave. Some of my peers use 17Hats, Bloom, and Honebook. The main thing behind these CRMs is that you can create reminders to follow up with each person. And a good CRM allows you to have notes about what the previous conversation was about. Some leads can take over a year. I also use the Spark email app that allows me to hyperlink to the exact email. I also run most of my meetings through Zoom, and they're recorded by Firefly.ai. Firefly records and transcribes the Zoom chat, adding more details to my follow-up. Once, a client was going to overpay a project by about 2,000. I went back to my Firefly transcript (from about 5 months prior, and corrected it for my contact.

When it comes to follow-ups, think 'value,' not 'sale.' I stay in contact with my clients from time to time after the shoot and see how I can help promote them (for headshot and Personal Branding clients primarily) Not only does this add value, but it also gives me a reason to reach out and keep the relationship warm without being salesy. Remember, building a client base is a marathon, not a sprint. It's about creating relationships and providing value. That's the kind of salesmanship clients appreciate.

A large part of my client base are realtors, as I do real estate photography. I’ve found that cold emails almost never work. However, cold calling often does, as long as I’m succinct and to the point. I just introduce myself, tell them I’ve been in business for many years and that I wanted to let them know that I’m active in their area. Then I ask if I can send them an email with my online portfolio, price sheet and contact info. I have a very high conversion rate using this method, as realtors understand prospecting clients, and seem to actually admire the effort I’m putting out. And I end up talking to a lot of really nice people.

To build a client base without being too salesy as a business owner, prioritize relationship building, provide value through content and resources, network, leverage social media, share testimonials, use email marketing, encourage referrals, offer free consultations or trials, listen actively, be transparent, focus on educating rather than selling, be patient, and continuously seek feedback for improvement. Ultimately, the goal is to prioritize the needs and interests of potential clients while avoiding overly aggressive sales tactics.

As a photographer in an oversaturated market, I used to think I had to be the best photographer, the best marketer, the best advertiser, the best networker, etc. I have since learned that all I need to be successful is to stay in my own lane, put my blinders on, and give 100% of myself and my talents to each client that gets in front of my camera. From there, my clients become my advertisers and marketers. Their networks become my network because they are sharing my work, and their positive experiences with me. Never discount the success of word-of-mouth. Referrals are the bread and butter of my business. As a bonus, my old clients return whenever they need new images, whether that is headshots, senior portraits, etc.

Professional photography is a saturated industry. If you want to do it full time, as a rule of thumb you should allow 5-10 years of work before you can earn a full time living doing only photography. Plan for this financially, so you can dedicate your time to the quality of your work (ie: you'll probably need to start it as a side gig). If you dive in without planning ahead, you may find work not coming as quickly as you hoped, which will make you feel pushed to earn a living. Plan ahead, take the time to find your niche, market your expertise... and be patient.

My consumers are art lovers and enthusiasts, so creatively l manipulate my works digitally and create an artistic atmosphere that helps me to be very interactive with them. I learn to share and present my work in a friendly way.