You want my money? You better woo me first

So, that photographer’s website I sent you to look at the other day? This one?

Well, a friend of mine had more of a nose around in it and noticed something missing. Something very important indeed. 

Tree with brown branches and a red heart shape for the leaves, individual leaves also hearts

Use your email list to cultivate your relationship with your customers.

I’m glad he pointed it out and asked me what I thought…

He said: “I loved that photographer’s website you linked in yesterday’s blog post. There’s no opt-in mechanism though…I want to hear your thoughts on it.” Yep: he’s right. There is no way to opt in to his email list. And that’s a huge mistake.

I’m sure you know why by now…

But just in case you’re not sure, I’ll explain. Briefly.

The most profitable thing most business owners can do is to get people to opt into their email list, then email them regularly and often. Every day if you can. Because the key to doing business with the best clients, the ones who ‘get you’, who are a pleasure to work with and pay your fees without any argument are the ones who have a relationship with you.

And the easiest and most cost-effective way of building that relationship is by email, for most people.

This relationship-building lark is particularly important for intimate services like wedding photography. After all, this person is going to be an intimate part of your wedding. They’ll be there right at the start, before anyone else sees the bride and groom, all the way through to the end, capturing each special moment like nobody else can.

You want to make sure you’re going to get on well, trust them, and like them. Before you even put the time into going to meet them.

Most photographers don’t do this. They don’t build a relationship at the very early stages, when couples are just looking around at the different photographers. The one who does will do very well, mark my words.

Same for waxers (very intimate relationship there, I can assure you!), beauticians, hairdressers, health professionals, vets…

Look, I go on about this stuff all the time. The people who’ve read my book, Business For Superheroes understand the vital importance of relationship-building.  If you haven’t already read it, you should.

Get your paperback copy here, or a Kindle version here.



Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.

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