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Portrait Mastery Talk- How to Create Demand Instead of Chasing it

The Marketing Membership

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The psychology behind booking decisions reveals that how your brand makes clients feel matters more than price, algorithms, or photography trends. Understanding the four pillars of influence( urgency, ease, trust, and emotion) transforms your booking process from complicated to magnetic.

• Psychology plays a major role in both creating meaningful client connections and successful marketing
• Four key pillars influence booking decisions: urgency, ease, trust, and emotion
• Creating natural urgency through education rather than pressure helps families understand timing constraints
• Reducing friction in your booking process by qualifying clients through brand positioning, not complicated forms
• Building trust through consistent imagery, reviews, behind-the-scenes content, and clear communication
• Understanding client motivations allows you to speak directly to their emotional needs
• Marketing attracts ideal sessions while naturally deflecting those who aren't a good fit
• Defining your brand by how it makes people feel rather than just what you offer
• Three-word brand definitions create clear visualizations and expectations

"The most regretful people on earth are those who felt the call to creative work, who felt their own creative power restive and uprising and gave it neither power or time." - Mary Oliver

Helpful Links: Portrait Mastery Class!

Local marketing strategies make the biggest difference when fall sessions aren't booking as expected. Shifting focus from global visibility to local presence creates genuine booking opportunities with people who can actually hire you.

• Assess what's not working in your current marketing approach
• Speak specifically to local clients rather than using generic messaging
• Add urgency to your marketing communications
• Optimize your Google Business Profile with location-specific content
• Tag locations in every post to attract local attention
• Partner with community groups and local organizations
• Create fresh marketing with new templates or approaches
• Share testimonials consistently (aim for weekly)
• Offer thoughtful incentives that don't discount your core service
• Reach out to past clients with warm, personal communications
• Encourage referrals with meaningful bonuses
• Simplify your booking process to remove friction

Check out my new class "How to Create Demand Instead of Chasing It" through our partner educational platform. If you're interested in ongoing education, consider joining our membership where you can access all past focus group classes.

Marketing Membership

Membership Info

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Fall presents a unique opportunity for photographers to leverage increased attention on their brand, yet many go silent during this busy season. We can transform fall from a marketing dead zone into a powerful launchpad for next year's success.

• Even in challenging economic times, clients are still booking photography sessions
• Consistency in marketing is more important than perfection
• Batching fall marketing tasks helps manage time effectively during busy periods
• Stop hiding in Instagram stories - create content with longevity
• The "you're annoying" mindset prevents most photographers from marketing effectively
• Create a promotional series to build excitement for 2026 bookings
• Take time to reflect on your past season while planning future strategy
• Marketing is a long-tail game - plan with a two-year vision in mind
• Use fall's natural attention to book spring and summer sessions for next year

Join the membership for $35/month to get marketing support every Monday morning and access to specialized classes on promoting your photography business.

Fall Goal Setting Workshop 6/30! Join the Membership

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Money mindset significantly shapes how we market our photography businesses and the stories we tell ourselves that limit our potential. Creative photographers often struggle with raising prices because we hold limiting beliefs about our own worth, leading to positioning ourselves as budget options rather than the trusted experts we truly are.

• Money mindset issues manifest in five key ways: believing we're not worth charging more, assuming people can't afford us, avoiding being "salesy," feeling we must overgive to deserve payment, and fearing money will change us
• When we have negative money stories, we undermine our marketing by projecting discomfort, overexplaining our prices, and failing to communicate value clearly
• Signs your marketing problem is actually a mindset issue include avoiding checking statistics, freezing up when posting about pricing, and continuously rebranding instead of building trust
• Healing experiments include sharing prices confidently, practicing saying rates aloud, journaling about limiting beliefs, tracking wins, and unfollowing accounts that trigger comparison
• The summer visibility sprint challenge includes 10 simple marketing actions to increase summer bookings while preparing for fall
• When women photographers hit financial goals, we become forces for positive change in our communities beyond just supporting our own families

Join our membership for fall goal setting starting Monday! We'll be focusing on setting specific income goals for each month and season to ensure you build a thriving photography business.

Ai Overview Class in Membership

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Sixteen powerful mindset shifts that can transform your approach to marketing as a photographer and help you overcome feelings of frustration and hopelessness in your business journey. These thought adjustments address common challenges like market saturation fears, marketing discomfort, and self-doubt that prevent photographers from reaching their full potential.

• Marketing is sharing solutions, not being "icky" or bothering people
• Your unique perspective is what makes you stand out in a seemingly saturated market
• Marketing is a learnable skill based on data, not your personality
• Quality content builds connection, not just noise
• Building trust takes time and consistent effort
• Not every client is the right fit, and that's perfectly okay
• Your consistent voice and boundaries are your superpower
• Visibility creates vulnerability but leads to deeper client relationships
• You're building at the right pace for your specific goals
• Comparing yourself to others will never produce accurate data for your business

Join our membership for our upcoming class on June 16th where we'll discuss how the changing Google algorithm with AI is affecting photography businesses and the practical steps you can take to ensure your business gets recognized.

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Marketing Membership $35/mo

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Episode Overview:

The photography industry isn't dying, but it DOES requires a complete shift in marketing approach to meet changing client behaviors and economic realities.

• Clients are taking longer to decide and often booking last minute, requiring photographers to adapt marketing strategies that speak to both
• Low-priced competition has always existed—the real challenge is consumer behavior changes in uncertain economic times
• Successful photographers now spend 30-40% of their time on active marketing efforts
• Marketing must focus on building emotional security and trust rather than just showcasing your portfolio
• Create demand instead of chasing it by consistently showcasing your ideal sessions
• Lead with both empathy and aesthetics in your content
• Build trust through clear systems and boundaries while maintaining your artistic vision
• Prioritize connection-based content that addresses client fears and highlights transformations
• Mute other photographers if comparison is holding back your marketing efforts
• Show up as a creator rather than a consumer on social media platforms

Join the marketing membership for classes on the AI algorithm, Instagram bio optimization, and goal setting for fall bookings.

Trust-building with potential clients has dramatically accelerated, requiring photographers to adapt their marketing strategies in an environment of economic anxiety and shortened attention spans. We need to be building trust in minutes, not months, as client behavior has fundamentally changed.

• Clear, human-focused websites must immediately answer: who is it for, why now, and why you as the photographer
• Testimonials strategically placed near pricing and about pages create trust-building touchpoints
• What-to-expect videos showing your face and voice humanize the photography experience
• Fast response times are critical – waiting to seem "less desperate" can cost bookings
• Google Business Profile should be treated like a seasonal blog with regular updates
• Highlight reviews that specifically mention last-minute bookings and positive outcomes
• Show up with genuine excitement, confidence, and educational content to build trust quickly
• Create a "Trust Audit" for your business covering website, social media, messaging, and Google presence
• Make booking easy once trust is established – people don't want cumbersome processes

Join our Marketing Membership for just $35/month for personalized website feedback and marketing support. We're currently working on trust-building website elements, and I'm there answering questions and providing direct feedback.

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Want help planning Summer? Come to the Summer Goal Planning Workshop in the Marketing Membership!

Developing a consistent brand voice can help photographers overcome marketing barriers and build client trust faster, even if that voice differs from their real-life personality.

1. Warm & Nostalgic Storyteller

2. Playful Best Friend

3. Adventure-Loving Guide

4. Calm & Minimalist

5. Elevated Fine-Art Editor

6. Heart-Centered Empath

7. Educational Mentor

8. Eco-Conscious Naturalist

• Common marketing barriers include general overwhelm, time management issues, and visual content creation
• Brand voice can be different from your in-person voice while still being authentic
• Eight different brand voice examples include: warm storyteller, playful best friend, adventure guide, calm minimalist, elevated fine art, heart-centered empath, educational mentor, and eco-conscious naturalist
• A strong brand voice helps potential clients build trust with you more quickly
• Photography can be a vessel of joy even in challenging times
• Marketing should focus on showcasing what you love rather than chasing algorithms

The Summer Goal Planning Workshop is available in the membership for just $35/month - sign up now to lock in this rate as it may increase soon.