The Ideal Photography Client

March 29, 2022

by Virginie Jarmon

Finding the Ideal Photography Client… This standard that business coaches, social media experts, and tremendous name photographers tell us we should be targeting and catering our business to hone in on specifically…

I have to tell you… I think it’s pretty gross, AND I think it is hurting individual businesses, the industry as a whole, as it makes us all look exclusionary, and it is hurting our potential clients.

HERE’S WHAT GOT ME ALL RILED UP

I recently watched part of a live video with a well-known photographer characterizing their “Ideal Client.” They spoke about how essential it was to “zero in on what this Ideal does for a living, their education level, and even their looks…”

–Rephrased from what I can remember (but many words and phrases stuck with me):

Their Ideal was an “athletic,” playful, “tan,” woman who has long hair, “perhaps even really nice extensions,” a “boho” look who shops at X, Y, Z retailers, probably has a degree and preferably makes a six-figure income, with a stunning fiancé, who also has a high income. Both were between 21-27 (but he could be a bit older because “men age better than women, let’s admit it!”

They went on to say that while they weren’t ruling out “other types of people,” this was their Ideal and who they actively marketed to by showing only images this Ideal would like.

ARE YOU THE IDEAL? I’M NOT!

I turned that ridiculousness right off. And, let me tell you a not-so-little secret… I’m nowhere NEAR this Photographer’s Ideal, and lots of us are in the same boat. I would be CRUSHED to fall in love with this person’s work, only to hear that I’m not their “type.” I’ve had clients tell me that they had reached out to other photographers along their journey and were ASKED TO Deliver A PHOTO OF THEMSELVES before the photographer would chat with them… And. When they didn’t meet the “looks threshold” (my client’s words), they were told, “…you aren’t the right fit for my brand.” GROSS.

Creating a brand based on exclusionary tactics is not something I am ok with ever doing!

WHAT MY IDEAL PHOTOGRAPHY CLIENT LOOKS LIKE

Let me tell you about MY Ideal Client…

1: My Ideal Client looks like themself.

2: My Ideal Clients are whatever age, weight, and vibe they are! They come in beautiful, diverse colors, shapes, and sexualities!

3: My Ideal Clients are 100% themselves, all of the time.

4: My Ideal cherishes their partner and can’t wait to celebrate and document their love for them. 

5: My Ideal comprehends that even though things could go amiss on their day or session, they still get to develop memories with their best friend.

6: My Ideal Client is thrilled that the garments they wear to their elopement, wedding, or commitment ceremony will get a little dirty from exploring when they hire me.

THE MOST IMPORTANT THING I LOOK FOR WHEN IT COMES TO THE IDEAL CLIENT

Lastly.

7: The Ideal Client values that I genuinely want to invest my time, energy, creativity, and hard work into telling their love story. They see my heart and know I fully acknowledge it is an honor to bear witness and to document their lives and love.