Well, the answer is what you talk about on your website. In fact, it could include how you talk to potential customers in person.

Your Website

So at some point, you’ve been looking for information on the web because you have a problem that needs solving. When you visit a website and you don’t find the answer to your problem fast you leave and keep searching for an answer.

As a website owner, you need your site to supply the answers to the problems that your potential customers need help with.

If someone visits your website looking for a wedding photographer for their daughter’s wedding. They have three problems they need answers to, first, they want to see examples of professional wedding photos. Second, they want to know if you are available, and third, how much will it cost.

So your aim is to show lots of beautiful wedding images, and an easy link to your prices. Next, you need to have a headline or sub-heading near the top of your homepage that explains how to check your availability. Make the process as painless as possible. Maybe use an online calendar, or even let them call or text you and give them an answer in a couple of minutes.

The most important thing is that all the problems your potential customers have are answered easily as soon as they load your homepage. They don’t need to know how amazing your new equipment is or how many weddings you shot last year.  Just solve their problems as fast as you can.

This isn’t just for photographer websites, this is for all websites. If you want to see examples of photographers telling the world about themselves, search for photographers in Google Search. Visit a few of the websites and check out the About page. …

“I was born on a Wednesday”

“I met my true love on New Years’ Eve ten years ago”

“We have 18 kids and I got my first camera so I could take photos of them”

“My favorite color is white and I think that’s why I love shooting weddings”

This isn’t the way to go. Even on an About page, you should talk about solving problems. 

“Capturing your child’s smile is important to me”

“Recording every second of the wedding day so you don’t have to worry about it is my superpower”

Social Media

If you use social media to promote your business try offering tips instead of just posting examples of your work. 

For Wedding photographers, post stuff like “10 things to help planning a wedding easy”. Help solve problems and people will start to see you as an authority on the subject. 

Yes, examples of your work will impress customers, but mix it in with problem-solving posts.

Talking in person

After realizing that you need to solve problems for customers, think about the sort of things you discuss with them in person.

Instead of only talking about pricing and products, tell them about helpful articles on what types of clothes you should consider wearing for a family shoot. Or help them design a gallery wall at no extra cost. 

Start thinking about helping customers solve problems. Make a list of all the possible problems your customer might have, and get to work solving them.

If you start addressing people’s problems, you will get more bookings. Give it a try.

News

OK, as this is a business-based episode so is the news section.

I received an email from Google telling me that Google My Business is being faded out. In the future, you will be able to list your business information through Google Search or Maps.

If you already have a business listing on Google, take a look at your business description. You might want to rewrite it to solve your customer’s problems.

A properly written description in a Google listing can be a powerful marketing tool.

Attention Nikon users! There is a new Nikkor lens that sports and wildlife photographers might want to get their hands on. The Nikkor Z 800mm f/6.3 VR S lens is made for the Nikon Z series mirrorless cameras. Priced at $6,500 compared to the Canon RF 800mm f/5.6 L IS USM Lens at $16,999. There is only a  ⅓ of a stop difference between f/5.6 and f/6.3, and $10,499 does seem a lot for ⅓ of a stop.

Some Canon wildlife photographers might be tempted to switch to Nikon for that kind of money.