Having Trouble Booking Photography Clients? Don't become a coach.
Do this instead.
HOT TAKE: Let’s stop telling photographers to become coaches just because their businesses are struggling.
Yes, I know coaching is $15.4 billion industry [Citation] but it is NOT the only way photographers can grow a sustainable/successful business.
Businesses have ebbs and flows. I believe “hard times” are temporary and an opportunity to problem solve. This year continues to be a major case study on how to handle rough patches in business.
But a rough patch isn’t enough to throw in the towel on your dream business. Coaching is appealing because there are typically higher profit margins due to lower operating expenses.
However, in my opinion coaching is an unregulated industry and requires more emotional intelligence, training and psychological based marketing than services.
But also, if you’re struggling with your business right now… why would/should anyone hire you as their coach? The math just ain’t mathing for me. Like, where is the integrity?
I need to see the receipts and so will your people.
Instead of throwing in the towel on your business, focus on these 3 areas instead.
Pricing
Is it time to increase your pricing? Have you reviewed your cost of business? If you require 8 clients to make $3,000/month, it’s time you look at your pricing ASAP. Keeping your pricing low leads to resentment and extreme burnout. Review your pricing & packages to make sure they align with your revenue goals + work capacity (how many clients you can realistically take per month).
Workflow/Systems
Are your systems a hot mess? Do you lack organization? Feel like you’re one post-it away from falling apart? Invest in your backend. Upgrade your onboarding system, use a program like HelloSign or Docusign to capture contract signatures. Build better business boundaries!
Marketing
Are you doing all the things but not moving the needle? Are you promoting your services where your customers are? The longer I’m in business, the longer I realize there is no one size fits all marketing strategy. What works for me may not work for you.
But ONE piece of advice is focusing on ONE - TWO platforms at a time. For the first 4-5 years I was in business, I consistently promoted my services on Instagram across 2 features: IG stories + in feed posts. I recently shared my 12-18 month marketing rule.
*Tip on your discovery call forms: ask how did the prospect find you? This will provide insight on which marketing platforms + techniques to invest your time in.
If you really want to see your photography business succeed, review your pricing, workflow/organization and marketing systems and make adjustments.
Coaching does not need to be your main stream of income nor do you have to believe you can only hit a certain dollar amount/a lifestyle shift as a coach.
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