In this industry, there are thousands of photographers competing with you to book ideal wedding clients. For you to stand out from the rest, you must have a brand that is unique and caters to a specific type of client. In a recent webinar with ShootDotEdit and WPPI, luxury wedding photographer Scott Robert Lim joined ShootDotEdit president Jared Bauman to discuss six ways that photographers can attract high-end clients.

Photo © Scott Robert Lim

1. Frequency matters. Regardless of how long you’ve been in business, there is never a wrong time to begin advancing your brand. It’s simple: the more weddings you shoot, the easier it will be to book high-end clients who will want to work with you based on your skills. Remember, most brides book their wedding 6 to 12 months in advance. When the time comes to shoot their wedding, you are a much better photographer than when they hired you. Your bride will rave about you to her trusted circle because you exceeded her initial expectations. With frequency comes experience, and you need demand to start raising your status as a luxury brand.

2. Maintain your brand. When you look at your business, there are many aspects that you can focus on, in addition to photography, to create a unique brand. Price equals value. And value encompasses so much more than just your images, which is why you must focus on your overall brand. Think about what you are up against: an entire industry of photographers who have similar skills and may take better images than you do. For you to create a luxury brand, you have to focus on more than the quality of your images. In order for you to appeal to the bride’s expectations, it is crucial to have a brand that represents the luxury society.

3. Create “wow” images. The images on your website have to be spectacular. They should be strong enough to stand on their own, so it’s important for you to take a close look at your portfolio and choose the best examples to showcase. Keep in mind that you are selling to brides who have been dreaming of their wedding day for many years.

4. Find a personal style. According to Yahoo News, people decide if you are successful within five seconds of meeting you. Many clients have the perception that if the photographer looks stylish, his or her images must also be. If you are not into fashion, look for people who dress better and imitate their choices. This part of your brand is crucial; subconsciously, a luxury bride wants her photographer to look good. During her wedding, you are a direct reflection of the bride and her day. Working in the high-end market also means that you are around more influential people who will likely refer you to other clients. Since you are representing your luxury brand, you must have a sharp personal style on every occasion.

5. Raise your likeability. As you are building your brand, ask yourself if you are likeable as a photographer and business owner. Do you let other people be the star of the show, or do you steal all of the attention? Are you a good listener, or do you spend more of the time talking? Do you give great advice, or are you constantly asking for help? Are you humble, sincere and genuinely encouraging? The goal is to help at the highest level; the business will follow. The more likeable you are as a photographer, the easier it will be for you to meet and book new clients.

6. Develop “celebrity” status. For you to continuously book high-end brides, you must become a “celebrity” in their eyes. An important skill for you to have to obtain this goal is to be able to secure key influencers. In many cases, luxury brides hire by referral from a trusted source. In order to access the bride’s inner circle, you must connect with the trusted source to begin building a relationship. Let’s say that the source is a vendor; you can offer your images for free for them to use in their business. Moreover, go above and beyond for that vendor. Go out of your way to provide what they need from those images. The gesture alone will encourage the vendor to trust you, which will allow you to get closer to the bride’s inner circle. Over time, the trusted source will begin to return the favor, thus helping you book jobs and inviting you into their circle of influences. “Celebrity” status increases your likeability and gives you access. Your status will precede you within this circle, and brides will trust you more because you are known and thus trusted.