Like in most businesses, a lot of client communication will be done through (you guessed it) emails.
The most important thing to remember when writing client emails is...
- STAY TRUE TO YOURSELF AND YOUR BRAND -
That means something different to every photographer, and I can't tell you exactly how to do this.
My speech patterns will differ from yours, as well as my personality, and my vision for my business.
I know that must seem incredibly discouraging... you came here for education... not to be told I can't tell you what to do...
Don't click out of this blog post just yet though. Here is a compilation of my favorite tips for emailing clients with a professional yet personal touch.
1. Take a DEEP look at yourself and your brand.
How do you want yourself (as a photographer) and your business to be perceived by your market and clients? This may not be cohesive with your current speech pattern!
Let me tell you exactly what I mean by that because I'm aware of how unsettling that is.
I know I want my clients and potential clients to think of a great time when they think about me and my photography, that's why I try to write with a witty, fun-loving (yet professional) tone.
This does not match my personal tone (which is far more professional than most people my age). I've learned to separate my personal and professional speech patterns in order to appeal to certain marketing demographics.
I want to make it clear that I am NOT telling you to change who you are... not at all! It is perfectly acceptable to separate your personal life from your business though, even if you're trying to run a personal business (like me).
Think of it this way... you wouldn't act the same way at home as you do in an office... it's the same thing. Your photography business is your office.
2. Be personal!
I can't say this one enough! I can send you email template after email template, but if you don't make it true to yourself and your business (like we talked about in Point 1) and personal to each client, you will more than likely come across as not being authentic.
Let me give you an example...
If I were responding to a wedding inquiry email I have a couple of options...
OPTION 1: Hi, Jane and Michael! Here are the wedding packages that I offer. I hope we can schedule you for a consultation.
See you soon,
Caitlin S. Cornett
CSC Photography
OPTION 2: Hi, Jane and Michael! Congratulations on your engagement! I'm a sucker for all things romance (especially romance movies), so I'm thrilled that you're considering me to take part in your very own love story! Likewise, your proposal story had me in tears... proposing on the steps of your former high school sounds like the perfect way for a high school sweetheart couple to take that next step in a relationship! I wanted to let you know about the packages we offer, and I hope I can see you both for a consultation! I can't wait to go down memory lane with you both as you start planning your wedding!
See you soon,
Caitlin S. Cornett
CSC Photography
Did you like the second option better? ... Yeah, me too!
It is a little wordier, but clients really appreciate the time you take to make it seem like you are speaking directly to them... not just sending another copy and paste email.
Also, if you noticed, I put some personal content about myself in there! By saying I love shooting weddings because they remind me of the romance movies I'm obsessed with, the clients get to learn a little bit about me as their photographer (which is why I would also send them to an about me page or blog post - view mine here).
The goal in this is to not seem like a stranger on their wedding day... more like a close friend. :) Here's the last tip...
3. Use Emotion
If you look back at those two options again, you'll notice the second option has so many more exclamation points, while the first doesn't have hardly any.
It's vitally important to incorporate exclamations - and maybe even a smiley face - in your client emails. It shows them you're excited to work with them and about their wedding... and that you don't view this as just another business opportunity.
Be careful with this tip though... too many exclamation points may come across as unnatural or unauthentic. Take a step back to Point 1 and find the best balance for your brand.
See you soon,
Caitlin S. Cornett