10 Steps To Attract and Book Your Perfect Client

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10 Steps To Attract and Book Your Perfect Client with Amber Henry

When you daydream of your perfect client, who do you envision? Most people will jump to say “someone who has a lot of money to spend on my photography!” But after 18 years in the business, I can tell you one thing with all certainty: The client with the “most money” is not always ideal. Often those clients come with headaches of their own. You know, the ones who insist on micro-managing not only you, but every email exchange, every product purchased, and barter over every penny spent.

Of course, you don’t want to bring in clients who cannot afford your service either. No. I have found the sweet spot is in the middle: clients who have to save to afford you, but highly value what you offer. 

So, where are these perfect people hiding and how do you keep them coming in your door?

1. Seeking Mr. & Mrs. Right

Think of your ideal client like going on a dating app and writing out your perfect partner’s characteristics. What are you looking for in a working relationship? Are they educated? Do they have a certain job or level of professional experience? What hobbies do they have and where do they spend their disposable income? Kids? Pets?

Perhaps you are a wedding photographer whose jam is couples who love to travel and want a destination wedding. Perhaps you photograph high school seniors and the ones who spend their afternoons playing sports are your ideal target. Write down the characteristics of your perfect client companion.

2. Don’t leave them on “read”

A good relationship is always thinking about the needs of the other person. The fastest way to figure this out is to put yourself in their shoes. What would you want from your own photographer? Most of us would say we want someone who listens to our ideas, knows us by name, gives us a good product and a fast turnaround time. We want someone who makes us look good and is enjoyable to be around. Above all, we want to feel special and feel that our money was well spent. Are you treating your clients the way you want to be treated? (That’s the golden rule after all.)


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To read the full article, launch the digital version of the July 2022 magazine.

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