Why finding a niche is important for photographers
I always say that finding your niche is the single most important thing you can do for your business, because if you don't know who you're looking for, you're looking for no one!
Most people tend to think, “well, I'm just a photographer and everybody knows I'm a photographer!” And sure, work will come, but nobody will seek you specifically if you aren’t exactly what they are looking for. That’s why it's really, really important that you have a niche, so you become that one person for that one job!
A niche helps you find your clients
First of all, you're going to have to find your clients before they find you! However, if you're not sure who you're looking for, how are you going to find them? By defining who you're looking for, you’re able to find exactly who that client is.
The goal is to send a clear message to a clear audience, which will then create an attraction to that person. This is going to make your clients choose you over everybody else, because you are specifically what they're looking for!
A niche allows you to be selective with your clients
Defining your niche is also about choosing who you work with.
When you know who you want to work with and what you want to do, it becomes a lot easier to say no to jobs that are not aligned with your goals, and it becomes a lot easier to say yes to things that come along that could turn into big opportunities. Let alone seeing opportunities in places where you might just be able to pitch yourself!
Having a specific photography niche gives you a lot of power in terms of being selective with your work, in terms of building your portfolio, your experience, and your craft. It also creates exclusivity, which is a great marketing strategy!
A niche helps you make the right business decisions
By defining your ideal client, you're creating the right mindset, because you're sending the signal for what you actually want! Overally, defining your niche will give you clarity, and authority.
Clarity means you know who you're targeting, so you can make all your business decisions about them – your ideal client. Whether it's marketing or branding, your brand’s tone of voice, or the type of promotions you offer, when you know who you're targeting, it is a lot clearer to make those decisions.
Having a clear niche will help you decide on pricing and packages as well. It will help you craft your offer to your client in a way that makes the most sense. When your offers are clear, people that are seeking your services will know what they're looking for and it will just click for them.
Once they see your curated selection of 3-4 packages, they’ll go, “Oh, now I know exactly what I need. Now I know what my options are!” This is why it’s so important to have a niche before you decide on your pricing and your packages.
A niche helps your clients find you
Your clients need you to have a niche as well. This is because they need to be able to justify picking you over hundreds of others!
They're probably going to pick you because they love you and they want to work with you, they like your portfolio, and they want to be in your presence, which is great.
But when they're going to pay your price, and when they're going to choose you over other photographers, they're making a decision and they need to know exactly why they're doing that. Clients simply need to justify working with you, it boils down to the psychology of buying! When somebody can relate exactly to what you're selling, it is a lot easier for them to say yes without any objections.
Every photographer needs a niche
As you can see, having a niche is the most important thing you can do for your photography business, because it will help you find and choose your clients, make strategic business choices, and allow your ideal clients to find you.
If you haven’t picked a niche yet, this is a sign that you should! Start thinking about what interests you, what you’re good at, and where you can fill a gap in the local market.
If you need help with finding your niche, keep an eye out for an in-depth blog post, or follow me on Instagram for more tips!
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