Let’s talk about the thing no one warned us about when we picked up a camera:  You don’t just become a photographer—you become a salesperson.  A marketer.  A therapist for camera-shy teens and nervous moms.  And if you’re anything like me, the “selling” part makes you want to run straight into Lightroom and hide behind a preset.

But somewhere along the way, sales got hijacked by bro-marketers shouting about “funnels,” “tripwires,” and “high-converting lead magnets” like we’re all running a hedge fund instead of, you know… a photography business built on joy, creativity, and actual human connection.

The market has changed.

People are so over the pushy, manipulative tactics that used to work a decade ago. No one wants to be “sold to”—but everyone wants to belong.  Today’s buyers (especially moms and teens!) want to feel like they’ve found their person—someone who gets them, who makes the experience feel exciting and easy, and who invites them into something special. Something tailored. Something that says, “Hey, you’re in the right place.”

But here’s the truth: if you want to keep doing what you love (and get paid well for it), you have to understand a little conversion psychology.

Instead of sleazy sales scripts and manufactured scarcity, the goal is to:

Understand how people make decisions

Create messaging that sounds like a conversation, not a commercial

Remove all the confusing extras that don’t serve you

Give potential clients the confidence to say YES—because they feel seen, not sold

But don’t worry—I’m not about to throw jargon or manipulation your way. This isn’t a “pressure them into a package they don’t need” situation. This is about creating a business that feels good, books dream clients, and helps teens feel like enough.

Sound good? Grab your iced coffee and let’s get into it.  Let’s turn that theory into real, tangible magic you can actually implement right now.  Because your job is to hype teens, not hustle like a bro-marketer on espresso.

You Don’t Need to Know Everything—Just the Right Things

We’re aiming for that sweet 80/20 energy here. You don’t need a funnel the size of Texas. You just need a few core strategies that help you connect and convert—without selling your soul.

Let’s start with this:  What makes people say yes?

It’s not just pretty photos (though yes, you’re amazing). It’s how you talk about your work. People say yes when they trust you, feel understood, and believe that what you’re offering will solve their problem or give them what they want. For senior parents, that might be:

• A stress-free session
• A teen who feels confident
• Photos that make everyone cry (in the good way)

The fastest way to get ignored? Sound like a brochure.

Instead, write and talk the way you actually speak. Show up in your emails, website, and captions as the same person who shows up to the session—fun, warm, and just the right amount of professional.

Now let’s get your booked!

Just put your pricing on your website.  If you have to shop for new tires for your car, don’t you just want to go online and get an idea of what it’s going to cost.  Let’s say that a tire shop has no pricing on their website.  Are you going to go to another tire shop’s website to find the pricing?  And who are you going to hire, the one you don’t know how much it’s going to cost or the one that clearly shows you pricing.  If someone has to DM you, fill out a form and wait for a response just to find out what you charge… they won’t.  Not listing your pricing on your website creates another problem for your client to solve and that can create confusion, doubt and hesitation.  Be upfront and clear about what your clients get and what it costs- whether you use all inclusive packages or an IPS model.  Clarity builds confidence.  Confidence builds trust.  And trust gets you booked!

And while we are talking about pricing… when someone books a session thinking it’s $300 and then finds out they need to spend another $2000 just to get their photos?  That’s not a luxury experience.  That’s a plot twist, not the good kind.  Today’s clients want to feel in control of their decision making.  When you’re upfront, you eliminate price anxiety and bad word of mouth.  Clear pricing builds rave reviews about the experience.

Next, be honest… someone somewhere told you to post “Only one spot left!” even though there were like ten spots.  Another bro sales tactic that hasn’t aged well.  Fake urgency trains people to distrust your words.  When they catch on that “only one spot left!” warning magically happens every week, it kills your credibility.  We’re in the era of educated buyers.  They’re not looking for high pressure tactics- they want intentionality.  Real urgency rooted in your capacity feels premium and personal.  Fake scarcity just feels manipulative.

Another thing to think about, if your intake or booking process is as complicated as a mortgage application, you are losing people.  Keep your inquiry process simple.  Make it easy for someone to take the next step without jumping through hoops.  The more cognitive load you ask of your clients, the more likely they are to ghost.  Simplicity reduces resistance and helps move people from interest to action faster.

Clean Out the Clutter: If It Drains You, Drop It

Let’s talk about emotional labor in your sales process.  If something makes you dread your work- confuses clients, drains your time, or leads to burnout- it’s time to get honest: is this part actually helping you sell?

Here’s what to rethink:

~ Explaining your packages 25 times a week in DMs?  Create a pricing guide that answers FAQs and filters the right fit clients from the scroll by crowd.

~ Inquiry form longer than a mortgage application?  Trim it to the essentials.  Long forms create friction and can deter excited buyers.

~ Spending energy chasing ghosters?  Automate a gentle follow-up that nudges and reminds clients of your value.

~ Hate sales calls?  Skip them.  Some people thrive on consult calls; others sell better through curated guides or videos.  Build a process that feels good for you.

When your sales process feels joyful, it becomes magnetic.  Clients don’t just want your photos- they want your energy.  If your backend is bogged down by processes you dread, that energy leaks into everything.  This is the era of intuitive marketing.  Your systems should support your creativity- not sabotage it.

Speak to the Heart, Not Just the Wallet

Senior photography is emotional. It’s the end of an era. The last big milestone before adulthood. And while yes, parents are comparing prices, what they’re really looking for is someone who will capture their teen in a way that feels real and beautiful and true.

So instead of focusing on features (number of outfits, number of digitals), try emphasizing how your work makes people feel:  “These photos will live on their walls, in their grad party slideshow, in their dorm room, and in their hearts. I don’t just take pretty pictures—I help teens see themselves.”

That’s the stuff that converts.

If you’re still feeling weird about selling…  Here’s a mindset shift:  Selling isn’t about convincing people to buy something they don’t need. It’s about helping the right people realize you’re exactly what they’ve been looking for.  So go ahead—stand in your worth.  Be honest. Be clear. Be kind.  And most importantly, make sure your sales process works for YOU, too.

Because when your business is full of “yes” clients who get you, trust you, and are excited to work with you?  Selling starts to feel a lot more like serving.  And that, my friend, is where the magic lives.