How to Identify Your Ideal Photography Client

by David Em

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An ideal client is someone who’s the perfect fit for your services. They’ll be loyal, and recommend you to their family and friends.

Close-up of two people shaking hands.

Importance of knowing your ideal client

Having a solid understanding of your ideal client is important because you can build different facets of your business around that person.

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It affects your pricing, who you photograph, where you shoot, how you portray your brand, and how many referrals you’ll get.

By knowing who your ideal client is, you can optimize your business to attract them. You’ll be able to have targeted marketing campaigns and brand yourself in a way that is attractive to that type of person.

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This will also lead to better experiences for the client and yourself because you’re serving the people that your business is aimed at.

Creating an avatar

An avatar, or customer persona, is a hypothetical and generalized representation of your ideal client. It’ll describe the person that you would like to do photoshoots for.

Although you can have many avatars, creating a smaller number of them will make your business more targeted and focused.

Your goal is to serve a specific market, not all of them.

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To get started with creating an avatar, ask yourself the following questions:

  • How old are they?
  • Where do they live?
  • Are they married?
  • Do they have kids?
  • Where do they shop?
  • Do they like to eat at home or out? If they love dining out, where do they eat?
  • What websites do they visit?
  • Are they active on social media?
  • What problems do they have?
  • What do they do for work?
  • What do they like to do in their free time?
  • What kind of photography services would they need?
  • What are their favorite brands?

The goal when you’re creating an avatar is to be so clear about the person that they can be real. You can even give your avatar a name.

By narrowing down on who your ideal customer is, you can use specific marketing techniques to attract them and overcome objections before they come up.

How to sell to your ideal client

Once you’ve figured out who you want to serve, you must attract and book them.

The first step that you must take is to evaluate your brand. Are you portraying yourself in a way that will attract your perfect client?

If so, good for you. If not, it’s time to make changes to your brand. Start by taking photos that your perfect client would want and upload them to your portfolio.

Your brand colors, logo, and the words you use need to be targeted towards that person, as well.

You also need to be clear about why you’re the perfect photographer for them. Explaining and proving your value will make them more likely to reach out.

Next, create a referral system. When you book your ideal client, you’ll notice how much better it feels to work with them than someone who isn’t your perfect customer.

The goal is to continue booking shoots with people who match your avatar. That’s where the referral program comes in.

Chances are, your ideal client will have friends and family that match your ideal person. Offer something valuable to that person for referring others, and it doesn’t have to be a discount.

By understanding who your perfect client is, you’ll be able to attract and book them for photoshoots.

Get around people that are like your avatar, and spend time in places where they would be. This will increase your chances of meeting someone who will need your services.


Finding and attracting clients that are the right fit for your photography services will increase your revenue, conversion rate, and lead to better experiences.

They’ll be willing to invest in your services because they believe that what you provide is valuable. You’ll be the perfect solution for their needs.

Featured image courtesy of Unsplash.

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