Top 5 Tips for Converting Your Newborn Leads

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Have you noticed how lately converting leads for Newborn Sessions seems to be more difficult than before?

At times it can feel like an uphill struggle when conversions aren’t going well – and it can leave you questioning if your work is good enough, or what you’re doing wrong. Why aren’t they booking you? 

Is it because of the cost of living crisis? Is everybody really just “shopping around” for the best deal?

As it’s always the case, reality is a little more complex and what you are experiencing is the result of a few factors combined:

  • Newborn photography is now a highly competitive, overcrowded market
  • Photographers are now more prepared when it comes to marketing, and ready to invest time and money on different platforms
  • Yes, people are a little more careful when it comes to spending money… But more than anything, they are continuously presented with high quality options, sometimes at incredibly good prices

While most of the above is outside your control there are still strategies you can implement to boost your conversion rates and turn those leads into loyal clients.  

Now let’s tackle the challenge head-on, in this blog post we will share the top five tips that should significantly help you improve your conversion rates and transform leads into clients; let’s get started! 

Tip One – Respond Promptly to Leads and Enquiries 

We all know the saying, “Time is of the essence” and this is certainly true in the world of newborn photography. Prompt responses to leads and enquiries can make all the difference in converting potential clients into bookings.   

However, we understand that when you’re busy capturing those precious newborn moments it can make it challenging to respond as quickly as you’d like.   

When it’s not feasible to answer messages and emails within minutes and – for busy times – ensure you have a good, clear, automated response that directs your client to your social media and reassures them that you will be in touch very soon. 

Make sure you keep an eye on your messages and emails, and allocate time to respond properly as soon as possible.  

  • Respond within minutes whenever possible
  • Have automated responses for busy times
  • Reassure a full response as soon as possible

Tip Two: Test Your Replies & Pitch Your Tone Right 

When responding to enquiries, finding the right balance between friendly and professional is crucial – as it is to test a few different replies to see which one guarantees the highest conversion rate.

For example, start by testing a shorter and slightly longer version of your email. Also, compare the response rate when giving more information about your prices directly in your email, instead of referring to PDFs or websites.

It’s also essential to strike the right tone in your communication. Being overly casual (“Pally pally”) can come across as unprofessional, while being too formal might create a barrier between you and your potential clients. 

Consider tailoring your tone to match the client’s level of enthusiasm. by striking the right balance, you’ll create a positive impression and build a good customer rapport, increasing the likelihood of them booking a session. 

  • Avoid filling your emails with information about you – focus on THEM
  • Offer congratulations and build be personal: if using templates, make sure you personalise them as much as possible! 
  • Test different replies to enquiry to achieve high response rate

Tip Three: Don’t Make Clients Work Too Hard! 

In today’s fast-paced world, potential clients expect quick and convenient access to information, especially when it comes to pricing. Avoid making them work hard to find your rates, or jump through hoops! 

Instead of sending them links to lengthy price guides or directing them to navigate through your website , provide some clear and upfront information in your initial response; with at the very least your session fee and the price that packages start from. 

By presenting your pricing information clearly and directly, you’re not only making their decision process easier and information quicker to re-visit but also demonstrating your professionalism and commitment to excellent customer service.

  • Remember that your clients are as busy as you are
  • Ensure your first email is succinct 
  • Make sure prices are easily retrievable

Remember that providing information about your services is totally part of your job: so don’t “punish” a client who have missed pricing information on your website by directing them to the same page they are coming from: take the time to help them and you will be rewarded.

Tip Four: Provide Direct Answers to Client Questions

As a follow on to Tip Three, when a potential client asks a particular question about your pricing or services, don’t leave them guessing. Answer their questions directly in your response, for example, if they ask for the price of a newborn session with all the images on USB, tell them! Don’t just direct them to a brochure or website. Of course you can make it clear that other options and products are available too! 

Imagine you’re shopping for a sofa, and you ask the salesman about the price of a specific model. How frustrating would it be if instead of giving you a clear answer, they handed you a thick brochure and told you to find the prices yourself? 

Just like in retail, excellent customer service is crucial to photography. If a client is comparing multiple photographers and you are the one who provides clear, direct answers to their questions, you’ll undoubtedly stand out as the more helpful and professional choice. 

Remember that providing information about your services is totally part of your job: so don’t “punish” a client who have missed pricing information on your website by directing them to the same page they are coming from: take the time to help them and you will be rewarded.

  • Provide excellent customer service from the beginning so your client has faith in you
  • Be clear, direct and helpful
  • Answer specific questions without referring to links/websites 

Tip Five: Follow Up! Don’t Underestimate the Power of Persistence 

We cannot stress this one enough! In today’s fast-paced world, people often delay important decisions, putting off responses ‘until tomorrow’ With hectic schedules and endless to-do lists, expecting immediate responses or on-the-spot decisions is often unrealistic. 

Don’t assume that a lack of immediate response signifies disinterest. Instead, take proactive steps to follow up with potential clients and keep your services fresh in their minds. Invite questions and offer further information to encourage engagement and demonstrate your dedication to meeting their needs. 

A well-timed follow up can make all the difference between a lost opportunity and a successful booking. Trust us, it works! We’ve even had people thank us for reminding them when they thought they’d left booking too late. 

To help you with this process, you should also consider using WhatsApp Business for one of your touch points: this is an excellent tool as it allow you to send media files (images, videos, PDFs) in an easy way and without the need for annoying links.

Of course, you won’t win them all this way, but what have you got to lose? Try to follow up the day after their initial enquiry, then a few days later and then, if necessary, a little closer to their due date. It costs nothing but your time and could result in a significant pay off! 

  • Keep communication open
  • Gently remind them of you and your services
  • Share nurturing content like galleries, slideshow, useful blog posts

In the current over-crowded market, converting your leads requires patience, persistence and creativity – most likely, your leads have also enquired with other photographers, so make sure to delight them from the get go!

Hi, I am Giulia (weird, uh? It sounds like Julia – but it’s written with a “Gi”) and I am the founder of Grow Your Photography Studio.

I am known for my no-BS, hands-on approach to helping newborn photographers get more clients and grow a business they actually enjoy running. I believe marketing should not be a “necessary evil” and that taking action is the first and most fundamental step toward success.

Thinking about our Marketing Mentoring programme? Read this first

We don’t do sales calls, but if you feel we might be a good fit you can book a free discovery call to work with me for an hour and see how that feels.

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IF MARKETING IS THE ANNOYING GUY TRYING TO TAKE YOU HOME

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You know?

The one rushing through questions nobody is interested in, in the first place, just to get to the point where you leave the bar together.

Except, you can clearly see through it. And that’s why it feels gross.

Or like a ridiculous waste of time if, after all, you would not mind being asked out.

But what’s this got to do with marketing?

What makes marketing feel gross – like some dates – is not having an “agenda” (getting the sale), but trying to hide it.

WHEN HATING MARKETING IS INEVITABLE

What’s even worse, is that we don’t realise how this approach makes marketing feel gross not only for our clients… but also for ourselves.

Marketing with a hidden agenda is that feeling you get when you tell a lead “I only have two spaces left, make sure you don’t miss out” when the only appointment in your diary is your best friend’s birthday.

Is that “I hate writing” you feel in your core, when writing for marketing is reduced to “what can I write that’s gonna get me likes and enquiries right away so I don’t feel totally invisible?”.

At the core of this, there is the idea that being good means convincing people. Means getting them to say yes.

Yes, book me in. I don’t really know if you are the right one but I don’t want to miss out.

Yes, I’ll buy wall art. That new phone. That car. That course. I’ll regret it, but there we go – you have convinced me.

And it makes sense, because “yes” feels good. It feels like a win. It feels like money.

“No”, on the other hand, feels like… rejection. 

A GOOD FIT? 

Here’s the thing.

In business, same as in your personal life, going out with the wrong person has consequences. 

If you are lucky, you’ll only end up hating your dinner and how uncomfortable, even awkward, the evening felt.

But even if that’s not the case, rest assured you’ll regret that yes. Maybe even months down the line.

Maybe, you won’t even be aware of the consequences. 

A bad review (for your studio, that is), or simply a bunch of clients who “would not really recommend” you.

So what if marketing was not about getting people to say yes, but about making it easy for people to decide whether we are a “yes” or a “no” to them? 

What if marketing was not about finding our ideal client, but about making sure who we are is so clear that it’s easy for them to recognise us? (More on the relation between “who you are” and your brand here).

FILTERING vs CONVERTING

Ok, but that’s just theory – how do we put all of this into practice?

Let’s start with a simple excercise: let’s write something that will resonate with your ideal client, and repel your “nightmare” client

STEP 1 – YOUR “HELL NO”

Think about enquiries and questions you have received in the last few months.

Think about those that raise all of your alarm bells.

Could be people sending you a one line email that looks like “hi i’m interested in a baby session can you give me prices tx”. You know the one.

Could be someone sending you 30 images of babies in props, asking if you can do the same, when not a trace of a prop can be found on your pages.

Or maybe, simply, you don’t want to deal with any more “oh we are just looking for a few digitals”. To the point where reading that sentence would make you go “I’m fully booked”.

Choose one of these alarm-bell-raising questions and write it down.

STEP 2 – THE MUST-HAVES

Now think about something that for you is a non-negotiable, something that must be true for a client to be a good fit.

Could be… liking deep, rich colours.

Or liking posed images because you don’t do lifestyle.

Again, choose one non-negotiable and write it down.

STEP 3 – LET’S WRITE

Now, the easy part.

  1. Take your “must-have” and turn it into a sentence that sounds like: If you love [must have] you will love a session with me.

For example: 

If you love a rich, deep colour over any “baby pink”, you will love a session at [studio name].

If you love the idea of natural, unposed images of your newborn baby, a session with me is exactly what you are looking for.

  1. Take your “hell no” and list it in a “we might not be a good fit if” sentence.

For example: 

If you are only looking for a couple of digital images, we might not be a good fit. Although there is no obligation to purchase when you come for your viewing appointment, from the moment you enquire we will work to create a stunning gallery of minimum 20 images of your baby and most of my packages offer the best savings when you buy all of them.

STEP 4 – PRACTICE!

Use these sentences on your homepage or first reply to an enquiry.

FEELING SCARED?

If you have followed me until here, you probably felt good about the “if you love” sentence.

And terrified by the “hell no” one, because that will make people say no.

And “no” means losing a sale.

No means rejection.

But in the end, it all comes down to this: creating a business we love and that feels beautiful requires awareness of who we are, and what we want, and the courage of leaving behind whatever is not gonna get there.

Hi, I am Giulia (weird, uh? It sounds like Julia – but it’s written with a “Gi”) and I am the founder of Grow Your Photography Studio.

I am known for my no-BS, hands-on approach to helping newborn photographers get more clients and grow a business they actually enjoy running. I believe marketing should not be a “necessary evil” and that taking action is the first and most fundamental step toward success.

Feeling on the brink of burnout? Read our guide “Photographers on the brink of burnout“

Thinking about our Marketing Mentoring programme? Read this first

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HANDLING ENQUIRIES: LET’S TALK PHONE CALLS

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For some of us, the idea of having phone calls with leads can be anxiety-inducing, and even if you have been doing it for a while you could still wonder whether you are “doing it right”.

There are two common traps we have the tendency to fall into:

1- We feel that the goal of the call is to convince our potential client of something: book the session, buy wall art, etc;

And

2 -As a result of the above, we often overwhelm with words the person on the other end of the phone.

If any of this sounds a bit like you, there are 3 steps you can take to immediately improve your approach, and these take us back to the idea that growing a business means building relationships (more on this HERE).

LEARN MORE ABOUT THE PERSON ON THE OTHER SIDE OF THE PHONE

Before asking about the colour of their nursery, how they want to display their images, spaces for wall art, try to answer this question: “What is more important to your prospect when buying what you sell?”.

Knowing what is important to them will help you understand what to focus your conversation on, and also establish whether they are a good fit (see below).

Let me clarify with an example.

Baby’s mum and dad are both originally from France. Their families and friends, including baby’s grandparents, uncles, aunts, etc are all there.

This might even be the biggest motivation for booking a session: to have photographs they can share with their family and friends abroad to feel closer to them.

Now imagine you spending most of your phone call talking about wall art for their home, while your competitor (having discovered what’s important to the client) chose to focus on extras like additional personalised USBs they could send home, digital slideshows or even albums and other products delivered to the grandparents. 

Who do you think they would instantly love?

Who would make them more excited?

And who do you think would be more likely to get not only the booking, but a bigger sale in the end?

Now, the easiest way to understand what is important to your leads is to simply ask them.

“Over the years I have learned that parents have different ways of thinking about their session, some envision beautiful wall art they can show to family and friends, some are doing it to create memories for the baby and so on… can you tell me more about what is important to you?”

Of course, you don’t need to use these exact words. Make it yours, and you will see how easy it is to connect with your people once you have the answer, as opposed to trying to sell your clients something without knowing exactly what they are looking for.

ESTABLISH WHETHER OR NOT YOU ARE A GOOD FIT

Going back to our previous example, you might be thinking “Well I don’t want to sell digitals, so they would not be my ideal client anyway”.

Great, it would be even more important for you to discover that information and let the client know that you might not be the right person for them.
If you have ever worked with someone that really was not your client, you’ll understand how important this is.

SET BOUNDARIES AND CLARIFY WHAT HAPPENS NEXT

We all hate chasing clients, and clients hate being chased. 

Before ending the call, define exactly what is going to happen. Here are a couple of scenarios you might find useful:

  1. “I’ll speak to my partner and let you know”

    “That’s perfect, I will email you now and then try to call you next Tuesday. 

    Can I please ask you to email me back, should you decide not to go ahead? I want to ensure I don’t keep trying to contact you again if you are not interested”
  1. If the baby has already arrived and you have a very limited time to get the family in the studio.

    “Ok, if Wednesday 10:30am works for you I will hold the date for 48 hours to give us time to get you booked in.

    I am about to email you a recap of what we have discussed, so you have all the info in writing. I will also send you a second email with the contract, and invoice for your deposit/session fee.

    Should I not hear from you within 48 hours I will only contact you once again to let you know I am closing your enquiry and cancelling your reservation.”

When I first started in business I had a 6-page script to follow for my calls. A perfectly designed tool for sales.

And I hated it.

Fast forward to today, I can unequivocally say that the non-scripted approach I have taken after using my perfect script less than 5 times has been an irreplaceable tool to learn who my clients are, what motivates them, what language they use and – ultimately – to make selling a genuine and easy process.

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