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164. Why You Shouldn’t Try to Be a Fit for Everyone (And How to Attract Your Dream Clients)
If you’ve ever customized offers for clients only to have them ghost you or say your prices are too high, you’re not alone. Many photographers fall into this trap because we want to please everyone and avoid saying no. But constantly adjusting your pricing and packages can waste valuable time and dilute your efforts.
The key to a sustainable, successful photography business is to streamline your offerings in a way that aligns with your ideal client’s needs. Here’s how to do it.
Why Too Many Offers Can Hurt Your Business
When potential clients are presented with too many options, they often feel overwhelmed and struggle to make a decision. Instead of booking, they may walk away entirely. A clear, simple selection of offers makes it easier for them to understand what you provide and feel confident in their choice.
Constantly adjusting your pricing or making custom quotes for every inquiry can also attract clients who don’t truly value your work. This can lead to frustrating experiences and may even cause you to question your own worth.
Identifying Your Focus and Ideal Clients
What type of photography excites you the most? Who are your favorite clients? And just as importantly—does this niche have the potential to be profitable? If a particular area isn’t financially viable, it might be better suited as a personal project rather than your main business focus.
Once you’ve identified your niche, refine it further. If you specialize in weddings, maybe you focus on adventure elopements. If portraits are your passion, perhaps branding sessions for female entrepreneurs are the right fit. The more specific you get, the easier it is to attract clients who are a perfect match for you.
The Power of Clear Packages
Instead of starting from scratch for every inquiry, create a set of well-defined packages tailored to your niche. This makes it easier for potential clients to understand what they’re getting, which increases the likelihood of bookings.
Having set packages doesn’t mean you can’t take on custom projects—it just means you’re positioning yourself clearly in the market and saving yourself from the exhaustion of trying to be everything to everyone.
Overcoming the Fear of Narrowing Down
It’s natural to worry that reducing your offerings will turn away potential clients. But in reality, specialists are in higher demand than generalists because they offer expertise. Being clear about your focus will help attract more of the right clients—the ones who are excited to work with you and willing to pay for your skills.
If you already have clients in different areas that you enjoy working with, communicate openly about your shift in focus. Let them know they’re still welcome to book with you while positioning your marketing toward your new specialty.
Step Into Your New Focus Boldly
Once you’re clear on your niche and offerings, reflect that everywhere—on your website, social media, and client communications. Make it obvious who you serve and how you can help them. This clarity will not only set you apart from competitors but also strengthen your brand and make it easier for your ideal clients to find you.
Take a moment to evaluate your current packages. Is there anything you can simplify to make it easier for clients to book? The goal is to build a business that works for you—one that is both sustainable and aligned with your passion.
If you need help figuring this out, feel free to reach out on Instagram at @ingvildkolnes. Let’s create a business that truly supports you.
Want more?
Ingvild Kolnes is the host of the Sustainable Photography Podcast, an educator for photographers, and is ready to help you with your photography business.
hi, I’m ingvild
This podcast is all about education and inspiration for photographers. A sustainable business is profitable and lasting. Instead of short-term wins you want to make sure you’re doing things that matter. Both to yourself, and to create the business you want. The goal of this podcast is that it will help you build and structure your business around your life, instead of the other way around.
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