If you’re wondering what a brand proposition even is, then you’re not alone. Simply put, it’s making sure that you are clearly communicating what you can do for your prospective clients and why YOU should be the one to do it for them.

I look at a lot of photographers’ websites and I’ve noticed that you’re a very modest bunch which isn’t necessarily doing you any favours. 

MISTAKE #1: 

Ninety percent of websites I see are so polite.

And polite = dull. Sorry, but it’s true.

When you’re busy trying not to offend anyone, you’re also not going to strongly attract anyone. Put it this way. Is your dream client polite but distant, all business and reluctant to give away anything too personal about themselves in case they offend you?

Of course not. If you don’t want that person, don’t be that person. It’s perfectly fine if you’re not everyone’s cup of tea. In fact, it’s a good thing. 

I’m sure this isn’t news to you. You’ve probably been told by plenty of other people that you need to ‘attract your ideal client’, to ‘know them inside out’. What kind of car do they drive? Where do they shop? What brands do they love? It’s often the first branding exercise you get asked to do. 

But going too far down the demographics rabbit hole – focusing on material characteristics – can distract you from recognising that people largely buy photography based on emotion.

So many photographers I meet are warm, funny, laid-back and are absolutely fantastic at connecting emotionally with their clients, but you wouldn’t know it from reading their website.

Don’t confuse being professional with being overly polite. It’s ok to relax and let people know you are passionate about what you do. 

MISTAKE #2: 

No brand proposition.

If the first words that someone reads when your home page loads are ‘Kent Wedding Photographer’ (insert location of choice), then you’re missing a trick. No one ever falls in love with a brand because of dry SEO copy.

You need to reach out to your ideal client, tell them what you can do for them to solve their specific problem. And you need to do it on your home page. 

Remember, your home page has only one job to do and that’s to get people to click just once and get further into your site. 

Don’t hold back – you might never get another chance. 

How to craft your brand statement and create a compelling home page message that strongly attracts or repels.

If you’re not a natural-born copywriter (and not many people are), then I’ve got a shortcut to producing a compelling positioning statement that will help you stand out from the crowd. 

• Describe your business style or product in 2 words. 
• Describe your ideal client in 2 words. 
• Add your ‘unique twist’.
• Then tell them what you believe. 

I’ll go first:

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Hopefully you can see how I followed the formula.

Now take your shiny new positioning statement and get it onto your home page, preferably making it the first thing your visitors read.

Yes, you can keep your optimised home page text, but it doesn’t need to be the message you lead with. A strong brand statement should make potential clients feel right at home and want to keep reading.

Case Study

• 

Check out Claire Morris’ stunning home page. The first paragraph is so highly targeted that you’re left in no doubt that Claire can deliver exactly what her dream client wants. 

She doesn’t just describe her dream client – she describes the emotions she wants them to feel and the journey she is going to take them on, all in the first paragraph.

“I want you to look and feel amazing. I want you to feel like you’re starring in a Vogue cover shoot or walking the catwalk in Milan with perfect hair and make-up, wearing the dress of your dreams.”

A potential client, looking for a fashion-led experience, will instantly be attracted to what Claire has to offer. If you aren’t looking for that kind of experience, it’s equally obvious that Claire isn’t for you. And that’s a good thing.

Visit Claire’s site at https://clairemorrisphotography.com/

Attract or repel. 

Do one or the other. 

Don’t do nothing.