Because, advertising works, specifically, photography ads work but ONLY if done right.
And I fully realize it’s easier said than done because gone are the days of putting your images and website link in a photography directory for prospects to click through until they find the photographer they click with. Pun intended.😁
If you have no idea what I’m talking about, be glad you only know hard and not easy. You have nothing to compare to and reminisce about.
The Reality of Modern Photography Advertising
Because IN are the days of what’s called “interruptive” advertising, mainly referring to social media, where you’re trying to reach an audience that isn’t necessarily looking for you as they would on a Google search.
We all know, all eyes are on phones and inside social media now. So you HAVE to interrupt what they’re doing, grab their attention and then persuade them to see you as the answer to their problem.
Hard I know.
But if you’ve been reading my emails, you my friend have an edge.
Because I teach marketing strategy. And like anything else, advertising successfully, takes strategy.👈
Why Most Photography Ads Fail
Strategy is what’s going to help your ads win.
When I look around, I don’t see any other photographers using strategy in their photography ads for clients. Honestly, I don’t!
They all seem to shoot the same thing and then try to lure you in with a discount. Sure, people love a “good deal” and those ads may bring in enough business to justify the cost, I don’t know.
But here’s the problem with discount-based advertising: you’re attracting price-sensitive clients who will always be looking for the next cheapest option. These aren’t the clients who value your expertise and artistry. Instead of competing on price, learn why your pricing structure might be leaving money on the table.
But I’m all about teaching you how to raise your prices so you make a sustainable living without burning out and without having your work take over your life. If you’re struggling with this, you might find value in my insights on photography pricing tips to help you position your services properly.
What High-Converting Photography Ads Actually Do
Successful ads for higher priced packages don’t offer discounts.
What they do offer, is a solution to a problem an ideal client might have, while at the same time differentiating themselves from the market.
When prospects come into my funnel from an ad, they’re EXCITED about my messaging to them, not discounts.
They book with me and pay my prices because I speak to their pain points.
For example, instead of advertising “Spring Special – 20% off headshots!” I might run an ad that says “Tired of headshots that make you look like everyone else? Get headshots that actually capture YOUR unique personality.”
See the difference? One focuses on price, the other focuses on solving a real problem my ideal clients face. This approach also helps you avoid getting ghosted because of your photography prices.
The Three Essential Elements Your Photography Ads Must Have
If your ads are not working, ask yourself the following questions.👇👇
1. Differentiation: What Makes You Different?
• Is your work slightly different from anyone else in your market?
This isn’t just about your photography style (though that matters too). It’s about your entire approach, your process, your client experience, and the specific results you deliver.
Maybe you specialize in working with introverted clients who hate being photographed. Maybe you have a unique background that gives you insight into your industry. Maybe you’ve developed a proprietary process that gets better results.
Whatever it is, your ads need to communicate what makes you THE photographer for your specific type of client. This differentiation is crucial when you’re trying to compete as a photographer in a saturated market.
2. Problem Identification: Do You Hook Your Ideal Client?
• Does your ad hook your ideal client by calling out their pain point?
Your ideal clients have specific problems, frustrations, and desires. Your ad needs to immediately identify these pain points so your ideal client thinks “Finally! Someone who gets it!”
Instead of generic messaging like “Professional photography services,” try something like “Tired of headshots that look stiff and fake? Get natural, authentic photos that actually look like YOU.” Understanding your client’s pain points starts with knowing how to get more photography clients by speaking their language.
3. Solution Positioning: Are You The Answer?
• Does your ad position you as the solution to your ideal client’s problem?
Once you’ve identified their pain point, you need to clearly position yourself as the best solution. This is where your unique approach, experience, and results come into play.
Don’t just say you’re “professional” or “experienced” – show them exactly how you solve their specific problem in a way no one else can. Remember, effective advertising requires you to be strategic about how to create a tagline for photographers that instantly communicates your unique value.
The Psychology Behind Effective Photography Ads
If you can’t check off all three of these questions with a resounding YES‼️, re-visit your ads and incorporate these 3 strategies.
Here’s what most photographers miss: people don’t buy photography services. They buy transformations, solutions, and feelings.
Your corporate client isn’t buying headshots – they’re buying confidence for their next big presentation. Your actor client isn’t buying headshots – they’re buying a better chance at landing their dream role.
When you understand what your clients are REALLY buying, your ads become infinitely more effective because you’re speaking to their actual desires and fears, not just their surface-level need for photos. This psychological insight is why some photographers struggle with selling and feel it’s “icky” – they’re focused on features instead of transformations.
The Hidden Power of Brand Recognition
It’s also worth pointing out that the most undervalued or overlooked side effect (and I mean side effect in a good way, like a drug meant for heart disease also works for erections🙊) of advertising is brand recognition.
Brand recognition is HUGE and brings in indirect leads from the impact your ads generate.
When an industry professional or a friend refers you to a prospect, that prospect is more likely to become a lead and even more likely to purchase from you IF they recognize your brand.
And advertising does that. So there you have it.
Think of it this way: every impression your ad gets is a deposit in your brand recognition bank account. Even if someone doesn’t click on your ad today, they’re more likely to remember you when they need photography services or when someone asks for a referral.
This is exactly why leveraging social media to get more work as a photographer has become so essential – it’s the modern equivalent of those old magazine ads. Additionally, successful photographers understand the importance of email marketing for photographers and why it’s effective for nurturing those initial ad impressions into long-term client relationships.
Ready to Transform Your Photography Ads?
The difference between photographers who struggle and those who thrive often comes down to their marketing strategy. Your technical skills might be incredible, but if your marketing doesn’t connect with your ideal clients, you’ll always be fighting an uphill battle.
Start by identifying your ideal client’s biggest pain point, then craft messaging that speaks directly to that problem while showcasing your unique solution. If you’re serious about transforming your photography business, consider getting professional guidance through photography mentoring to accelerate your success.
Tried ads and they didn’t work for you? DM me here on Instagram.
I’ll add you to my community of photographers where I’ll be making content just for you and answering your very questions!
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