Photographer Experiences 60-70% Lead Conversions with Updated Investment Guide!
Client: Mast Photography
Location: South Carolina, USA
Project: Copywriting and Designing Investment Guide
The Challenge
This was a Wedding Photographer’s Investment Guide. The target audience was warm leads - brides inquiring about pricing and availability for wedding photography.
The photographer was converting some leads but felt there was a gap between the initial inquiry and the first meeting. She also wanted to qualify her leads with this guide so she wasn’t wasting time by meeting with brides who were not an ideal fit.
The challenge was to portray exactly what the experience would be like for potential clients as they inquired about booking, plus niche down and qualify the audience so everyone knows right away if it’s going to be a good fit.
The Visual
The Solution
First, I worked with the photographer to create a brand guide. Very first thing on the guide, I qualified the audience with a bold headline that stated exactly what type of photography it was and who it was for.
I then went on to convey the deep benefits, highlighting the reader’s problems and how the photographer could provide solutions. I addressed any hesitations or concerns the reader might have when booking the photographer with empathy and encouragement.
I added a section on the negative outcomes the reader might experience when she didn’t book this photographer, and the positive outcomes if she did.
I then guided the reader through the entire process of booking to gallery delivery so we answer a lot of questions the reader might have about the process, and she knows exactly what to expect.
I added in reviews and testimonials from clients, and finally, the last section was the Investment Packages (pricing) and add-ons.
The Results
The photographer started sending this guide in her first response to warm leads (brides that inquired about pricing and availability), and saw a significant jump in conversion, reaching 60-70% conversion rates of warm leads with just this guide! These brides were showing up to that first meeting knowing exactly what to expect and ready to book!