Book More Clients Photography Podcast - How to Start a Photography Business, Marketing Strategy, How Photographers Make Money

Ep. 30 | Writing Copy that Converts with Patti Haus

October 10, 2019 Brooke Jefferson Episode 30
Book More Clients Photography Podcast - How to Start a Photography Business, Marketing Strategy, How Photographers Make Money
Ep. 30 | Writing Copy that Converts with Patti Haus
Show Notes Transcript

Have you ever wondered why your copy just wasn't attracting your ideal client like you thought it would? Today on the podcast I'm talking with Patti Haus. Patti is an expert in conversion copywriting who is sharing some awesome tips about how to write copy for your website, social media and email that REALLY converts!

Tune into the episode for all her tips and tricks!

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spk_0:   0:08
Welcome to the brain your way. Photography podcast. I'm your host, Bert Jefferson. I'm a wife, Mama to two and full time photographer in business. I created this podcast with the inspiring photographer in mine to bring you inspired stories. Strategies to help you go from zero to mostly figures and tips and tricks to get one step closer to work. Life harmony. Are you ready to bring your way to your dream career? Let's dive in. All right, guys, I'm super excited for today's episode. We are continuing to talk about working on the back end of your business, and today's podcast episode is specifically honing in on conversion copyrighting. So I brought in the best of the best, and I'm gonna let her introduce herself to you guys.

spk_1:   1:03
Hi, everybody. My name is Patty House and I am a conversion copywriter. I basically help my clients get more people into their funnel with high converting landing pages and sales pages on websites and email marketing, so that they can turn the visitors into paying customers because I feel like all too often we think that our copy should sound, you know, really creative and interesting, and in reality, you really need to know how to write. Hi. Converting copy. So really, today we're talking about commercial copyrighting and how to use it to sound way more authentic in all of your messages.

spk_0:   1:46
Okay, Well, I'm excited. I know that this is a big struggle and pain point for myself because I always find myself staring at the blinking cursor and wondering what in the heck do I even right? I've been working on courses in landing pages and all the things, and it's always hard for me to figure out the best way to say things. And so I'm really excited to hear your expertise on the topic. And I'm really excited for photographers to understand how they can relate this in their business and take actionable steps to applying this in their business. So why don't you give us a tangible example of a place where we can start Teoh, right? Better coffee

spk_1:   2:37
for for So I agree. Sitting at your computer waiting for some kind of inspiration to strike is the worst way to start writing. So before I write anything and I recommend everybody does this even though it sounds like it's extra work, it really isn't. I think that everybody should do what's called voice of customer research before they write anything. Because you you need to know what matters to your customers before you can. Really? Right. In a way that, actually, you know, resonates with, um so that is the first thing. So this is really just getting in the head of your customers. So you could do something like on interview with with some former customers. And you can ask some things, like, you know, what are you looking for in a photographer? You know, what was a bad experience you had with a photographer? You know what? What led you to look for a photographer and you know what? What exactly are you looking for? Out of your session. So things like, say, you're getting married or your say so you're a wedding photographer. Sorry. And some He's getting married and they found you. And the reason why they started looking for you is that they have horrible engagement photos and they are bound and determined. They're gonna have way better wedding photos. Or maybe they thought, you know, I think that cousin Bob he got this new fancy digital SLR camera. I bet he could totally do our wedding photos. And then, you know, you're creeping bob on Facebook. You see that he had God awful vacation photos. And you're like, Oh, my God, this is a bad idea, you know? So you start looking for somebody else, or your customers are looking for somebody else. So you just really gather those stories and you can find kind of the common things that everybody has in common with with, you know, looking for you. So things like they don't want photos that look the same as everybody else's. Maybe they just didn't pulling on instagram. And they love the look of what you're sharing. So you're really just trying to get into the head of those people like, what is that they're looking for? You can use it to also find figure out what kind of objections people might have. So, for example, you're that wedding photo photographer and you keep hearing that people are super worried about their, you know, not getting the photos back in a timely matter, you know, because their friend got married last, you know, last year and it took her like, you know, 15 months to get our photos back, and by then she already had a baby, and, you know, like it was it was really stressful for her. So you actually address that in your copy? You can say, you know, we're gonna get your photos back in two months or whatever it ISS. So, boys, the customer research for sure is the number one thing everybody should do. Even though it sounds really hard, I guarantee you're not gonna be having that, you know, horrible blinking cursor the next time you go to write something,

spk_0:   5:37
I love that. That is a awesome exercise. And I'll be honest, I actually did that without realizing it. A couple weeks ago, I But I didn't go back to clients that books me. I actually wouldn't ask two people that are acquaintances that live in my area. And I went and I asked them questions about they're booking process. So they didn't book with me, and I wanted to find out why they didn't book with me without coming across as rude. I just literally needed to figure out okay, where was the missing piece? Here. And what I found out was all three of the photographers that they had surveyed gave the same price, but the value of what they were getting was different. And so I was able to go back into my business and reframe what I'm including an A session and what value I'm showing that they're getting. And it has completely allowed me to turn more of my leads and the customers that way, which is be coolest thing. So I highly agree with your exercise there.

spk_1:   6:42
Yeah, you know, a lot of people are really afraid to talk to, you know, people who didn't choose them or former customers. But you're right. It's such a great, you know, way to gather, you know, just like a solid amount of information so that you can really create. Like I'd apply an avatar that it's goes so far beyond, like, you know, how much money do they make and what gender are they? What's their age like having these deep insights into what people really need from you is so valuable?

spk_0:   7:09
Yeah, 100%. And if you're super brand new and you're listening to this and you're like, Well, I haven't had paying clients or I don't really know who to go ask, Then why don't you start with even like family members who have hired a professional photographer? What were they looking for? I mean, there's really no excuse not to be able to complete this exercise. Even if you go and you talk to people who hired a different photographer like and my girls my biggest. My biggest fear of reaching out to those two women were that they were gonna be like, Oh, my gosh, you're a complete weirdo. Like, don't ask me questions. But they both were so friendly about it and they were like, I absolutely respect that. You're trying to give a better client experience. And, um, I'm really honored that you would reach out just to find out. You know why we went with the other photographer over you, and it was really helpful, and they were totally willing to do it. So I know some of you guys are probably freaking out about what people might think about you, but it's really not as bad as you think, as long as you're approaching it in a genuine way, which I should probably preface and say when I reached out to them It was a simple as Hey girl, I am doing some research to enhance a better client experience. Do you mind answering a few questions for me? And they were like, absolutely thanks for asking. And then I asked him the questions and they were honest, and I told them to be honest, I told them to take personal feelings out of it and just get down to the details. And they did. So that's just so awesome. That is complete goal to thank you for that.

spk_1:   8:44
And and there's a few other things you could do. Like if you're just like I'm I'm such an introvert. There's no way I could even talk to a single person, whether their current or former nonclients you even go into like Reddit or Cora and put in a question like, you know, Why did you choose your wedding photographer? Um, you know, you could do a survey like if you're in, you know, say, um, a great group on Facebook of photographers, or maybe even better, one that has your ideal clients in it. But a survey in and asked people to, you know, to just tell you exactly what they think and use, like open ended questions rather than like a drop down menu or somebody has already chosen the answer for them. It works really well and just just kind of get started with it. And see, I think people, people, Once they realized how valuable it is, they'll be like, Okay, this isn't that much work.

spk_0:   9:40
Yeah, for sure. And the main goal of doing this research, I'm assuming, is because we're able Thio, get inside our customers head like you mentioned and also using their language and or coffee. Is that correct?

spk_1:   9:53
So important. Someone from you know, it's It's It's like sometimes we think we should use, you know, all sorts of industry jargon just to show how smart we are. But in reality, that just kind of turned somebody off. You know, like photographers. You might you know, you might regularly talk with other photographers about like, aperture and have stops and stuff. You probably your customers don't know what an f stop is, right? Oh, they just want to know that you could get him a great fellow.

spk_0:   10:21
And that's the truth. Absolutely. So what is our next step or what? In the whole process of really starting to write copy. That's converting.

spk_1:   10:33
So the next thing is that you need to to stop imagining an ocean of people that are all listening to what you're saying and right for a single person. So it's really daunting to feel like you're writing for, like, you know, even 100 people, much less maybe thousands of people. You know that. We worry that that it's gonna be, you know, they're gonna judge us for a grammar and for our language, really. And now we don't. And then we don't ever connect with our readers because we write something really stilted and that's, you know, not doesn't connect with anybody. So imagine writing for one single person. The one person who feel is your ideal client. And maybe that's also your B f f. So you're sitting down and having a really just a great conversation by email or whatever, Um, and and, you know, write it in a way that, um, you know, really connects with people they don't care about. Your grammar. Chances are, unless you you know, you're awful in which these get Graem early. It works really well, but you just really want to connect with people. And you can't do that if you're if you're writing for 100 people because they all have different needs and what?

spk_0:   11:44
Yeah, that's super helpful. And I'll admit I used to have a huge audience in my head when I would sit down to write an email or a Social Media posts or what have you. But the when I changed that and I imagined okay, my favorite client was so and so So I'm gonna pretend that I at my kitchen table, which is actually where I write the majority of my copy, because it helps me again visualize that person sitting across the table from me. So I'll sit there and I will visualize my favorite client sitting across from me. And I'll ask myself, How would I really talk to her? What would come out of my mouth? What questions would she ask me in return so that I'm not either too prim and proper or you don't want to use too much slaying? But you want to use your authentic boys, and that's just like a mine exercise that's really helped me. Now I have a long way to go in my copy writing skills, but that's a really good way to remember that you are writing for that one person and not everybody on your email lister, your Facebook friend or whatever the case may be. So that's super helpful as well as this whole writing for one aspect.

spk_1:   12:57
Yeah, because imagine you're writing, You know, your wedding photographer and you have an email list and it's people who have wedding's coming up and you're trying to convert them into clients. And you're like, Well, they could be the groom or the bride, Or it could be two rooms or could be two brides like it could be so much. And then you're like, Well, I can't talk about the dress because it could be for a man who's reading. And you're like, like, can't really talk about, you know, the stress of of, you know, buy an engagement rain because it, you know, like I just feel like it's just so difficult and said, Just choose one person right to them. It's gonna be so much easier. It'll really convert way better.

spk_0:   13:36
Yeah, I think the conversions where we really need to shift our focus and understand that you and this kind of goes with niche topic. I know everybody needs snitch. Whatever you refer to the word as, Ah, lot of photographers are scared. Thio hone in on one area photography or one person. But you have to understand that when you write for one and you shoot for one type of person, more of those people are gonna come running because they're like, Oh, my gosh, you're the expert for X Y Z. You're the photographer for this particular type of photography on your perfect client. Here's why. So that's how you convert more people. Because if you're writing emails and you're constantly shifting the focus, too, I can shoot your wedding. I can shoot your newborn. I can do all this stuff and you're trying to talk to a mom and a girl who's 21 years old and grandma who's, you know, like, 72 like it's not going to convert well, because you're going to confuse the crap out of people. You have to be okay with understanding that when you write for one person, if the other end of that, if your reader doesn't fit that person, they're probably not going to engage with you. And guess what? That's okay. That's called business. If you're not turning off people than you are not nish enough. So that's just my two cents on that.

spk_1:   14:57
Yeah. No, I totally agree. And it's really better to attract less people that convert Maur. Then try it. Trying to feel like you have to attract everybody un convert everybody. It's just it just doesn't work. And I think you you you sound way less like an expert when you do that too,

spk_0:   15:15
for sure. So we have gotten inside our customers head. We're writing for one. What do we do now?

spk_1:   15:23
So my last tip is to really make sure that you're focusing on your customer and not yourself, because I think that sometimes, you know, we get kind of caught up in the whole, you know, I need to tell stories about my life and we end up writing really self indulgent messaging and it doesn't work with everybody, you know. They don't. People don't find that interesting. They end up reading a couple paragraphs and they leave. Um, you know, I feel like that. You really need to make sure you're all of your messaging. Is very customer centric. Not just say you shouldn't use any storytelling, but make them short and sweet and make sure that they have a point that your audience can relate to you. I think that's really important. You know, Um, it's very important to, you know, to talk about yourself, even on social media and stuff. But it has to be, in a way, that it's also relatable to your to your customers.

spk_0:   16:20
Yeah, 100% so I can use all of these tips in 100 different places. And so I just want to get really tangible and actionable for a minute. And let's just start with the place where we know everyone is and where everyone is writing on and that is social media. So can we just died in real quick Thio. How can we take these tips and write post specifically for US photographers to attract, like, our ideal client? And if you want to give a specific example and give us some tips, that'd be great. But I would love for the best place to start practicing and implementing the tips you just gave us, I think is social media, and then we can move it into our funnel. So what's your take on that?

spk_1:   17:06
So let's say you're you're doing a Facebook out, so not organic is paid. Um, and you're wanting to attract people into your funnel. And you, you know, you're targeting people in a specific, you know, area of your state. Um and so you're writing Facebook at, and it's let's say you're a baby photographer to do, like, almost lucidly newborn babies, so you can talk in your copy about what people might be worried about. So you've done your voice of customer research. You found out that maybe, like new moms are super worried that their baby isn't going to behave. You know that they're gonna be crying or they're gonna be not looking as good as you know. Some newborn babies aren't the cutest. It's horrible to say. I know about my work. Oh, maybe there were. They don't have the right clothes for the Maybe they're just, you know, they're they're just worried about, you know, newborn knew months worry about everything, right? So you can write your copy and you can talk about that. You could be like, you know, I have all of these things in place to, you know, bundle your baby up so that they fall asleep really quickly and we can get those adorable, you know, sleeping baby photos that everybody loves. You know, if the rate about what? To where you can say, you know, we go with a really simple, um, you know, costume or whatever, or there or there naked or, you know, wrapped in district and just a blanket. So I think it's really important to just to know what, not ours to them, and then write just really simple copy. I don't think people need to write, really complicate a copy, write something really simple that just shows that you know exactly what people are struggling with. And they have a solution and then obviously used, like, great photos that that match your messaging and, um, you know, tested. I'll see if it works. Conversion copy is not about necessarily getting it right the first time. A lot of times it's about testing it and seeing what works there. Making really educated guesses and they work, you know, we get great results most of the time. Sometimes you know, it doesn't or you could get a better result if you do something else. So I do recommend, you know, testing different things to see what's gonna really resonate with your audience.

spk_0:   19:23
That's the most intimidating part of paid traffic, in my opinion, is the fact that everybody that is a professional in in that type of industry will tell you the first time you pay for something here that you put an ad out there. You're really doing it to see if it's even going toe work. It's your experiment. But then after that you are good, like we can make this work for you. And I know that super intimidating, especially for those of you listening that are like, I don't have money to put in ads. I don't have money, Thio, like you know, I'm still trying to get organic traffic, but one day you will reach this point. You will get to the point where you will have some extra dollars to spend justice. See if you, you know, put it in ads and you attract new customers to see what works. And so I'll be on is that probably the most intimidating part for me personally is knowing that the first time you're just trying out the messaging, but then you can obviously make it work for you after you do that. But I think it's just the experimentation that kind of puts me in a in a worry bubble. But one thing that you said that I really liked was, when you're writing your copy, you need to be solving the questions. People are already gonna come to you and ask. And just in case nobody knows what that is is they're called objections, and you need to be thinking, you know, what are the three main reasons people won't book a newborn session. If you're a baby photographer, came well, they're going to be worried about how their baby behaves, just like she said. Like what if my child is the one that cries the entire time and never stops? Then you need it. That's your main objection, and you hear it over and over and over. Then your copy should be putting these moms at ease and answering how you solve that problem. I think that's the main thing, Um, and for any of us so, like my main objection with family photography, moms want to know that number one their kids were going to smile, at least wants for that traditional Christmas photo. And two, they are so stressed because they have no idea what to dress their family And, well, guess what. I solve their problem. And now in my packaging, and when people book us my service, I give them a complementary style guide. Wardrobe consultation. I even go and pick out their clothes for them. For the moms that are like It's all you, girl, I just want to show up and smile. Then that's what I do. And so that's a huge part of the copy writing and then obviously, writing copy that converts. Is that correct?

spk_1:   22:05
Absolutely. I think you can use it organically, too. You know, if you know that people are struggling with what to wear, you know, show pictures of yourself a guide on your social media and talk about what's in them, you know? Don't give him everything, obviously, but give them a few a few, um, you know, kind of like if you if you book with me, this is what you get. And I help you with everything because I want you to feel really comfortable. You know, booking it, Um, you know, same with the newborn stuff. You could even put a picture of a screaming baby at the beginning of their of their, um, you know, session and then a great one of them, you know, fast asleep looking just like adorable, right? So I think I think you can even use these these objections in your you know, in your print work or you're, you know, in your images because I think that you know, everything we do all ties together, the copy can't work separate from the images, you know, they all have to tie together. I think that's really important, too.

spk_0:   23:10
Yeah, that's a really good point. And that's something that I've noticed is like a disconnect with some of the things I'm seeing photographers put out there. So they're talking about one thing, but their images have absolutely nothing to do with what they're talking about. And I know that's like a big theme on Instagram. You're supposed to just still in the caption with whatever you want and show a pretty picture. But I really think it's more converting and more likely to bring you in more leads when all of those things are connected. So I do. I would ask you a question. We by the time your episode errors, we will be in the month of October. And we're in what a lot of US photographers are calling like our mini session season and for the photographers who don't do many sessions. But they offer maybe more for family sessions or whatever the case may be. We're just like in that mini session phase when it comes to writing copy instead of just doing the generic post or landing page or wherever this may be. The typical post I see on Facebook is it's a picture of many session. They've either done before the set up of their many session. They've written text on the graphic that's got, like, the date it's gonna be. It's like full family, many sessions, the place that's gonna be. And then it's like book me right and then in their copy, it's literally just for many sessions are finally here. Book your slut today, common below. Whatever right like it is so generic. How can we spice that up and make it more converting or more enticing that click on and I'm especially asking you because you are a non photographers. I'm curious. What? What would help you book a session like that?

spk_1:   24:58
So nobody cares about the date and time unless they're ready to book that session. So that's the first thing. So the first thing I would do is I would find out what people used in the mini session photos for our the using for Christmas photos. Um, you know, Are they using it? Um, I imagine they're using it for Christmas photos. I don't know, but let's say they're using it for Christmas photos. So you want to say something like, get your photos done way early? You know, quit stressing about it because I know, as a parent, I have stressed in the past about like, Oh, my God, I haven't gotten any decent photos with the family this year. I have no idea what I'm gonna use, and then you end up, you know, throwing in a photo, just the kids or something. So I would talk about really the benefit, so it's gonna be faster. It's gonna be done for you early. Um, you know, you don't have to stress about it anymore. It's gonna be delivered to you well, in advance of, you know, being able to get it out in the in the post with the post office. So you don't have toe spend extra on delivery or have it being delivered in January so that I would talk about first, I have a headline that really talks about. You know, first, I would do the voice of customer research. So I find out what? Why people really do these meetings sessions. And then I would use that in a headline. That's really fantastic that talks about, you know, stop stressing about your Christmas photos or something like that. And I wouldn't even worry about the date and time until the very end, because if they bred to the very end, then they're interested and they're probably gonna book. But if you're just plowing them with, like, the feature is us, basically what you're doing is you're doing feature centric copy. So don't worry about that yet. Really talk about the benefits and what people are gonna get out of it and how it's gonna be 30 minutes and you're gonna be done. We're gonna tell you exactly what you should wear love of love, you know?

spk_0:   26:53
Yeah, that's really helpful. And I really like to that visual and especially hearing that you kind of had a couple different pain points pop into my head and one of those was People do wait till the last minute. And let me tell you, For us photographers, that is the most annoying thing on this planet. Football. We understand life happens, but this is one of the things that I think we need to start taking into consideration. Moms are busy, especially if you're targeting mothers. Um, they are not looking forward to having to wrangle their Children. I promise you, they're not. A lot of moms will arrive at the session or used to before I change my approach. And it would be one hot mess. Kids were crying. Kids were sleeping. I mean, it is a hot mess, so I think if we can identify who we're talking to and if I really want to get specific for my people, I would talk to the procrastinating mother who always waits till the last minute, and I'm gonna let her know that's not even an option this year. So if she's even wanting them at all. You know, like you have to book like now, like you need a book. Now don't get caught up like you've been doing for the past decade of waiting until two weeks before Christmas. And then you're having to apologize to your family because instead of Christmas cards, they got New Year's or Valentine's Day cards. And so get creative, Really, is what I'm gonna tell you guys just to back her up and also tell you guys to think of different pain points. Okay, because as much as we wish, families were thinking about us during this busy season. I'm so sorry to tell you, but they're not. They're not concerned with their pictures, and sometimes your post is the first reminder that even have that. Oh my gosh, it's almost the end of the year, and I haven't taken pictures in two years like it's been two years since the last time. You know, I got my family together, so those were like points of gold there. So thank you for allowing us to step outside of our photographer box and really step inside of our ideal clients. Head and identify what actually is a problem because sometimes we think one thing's a problem. But really, that's, like, not even close to the problem that are ideal clients having. So that was helpful. Yeah, no problem. Let So this was gold. Do you have any other tips or a process that you want to leave us with before we make people get up in implement this into their business?

spk_1:   29:31
No, I think I just want I just want to really reiterate that is so important to know you know what's going on in the head of your ideal science. And, um, don't be afraid to ask him, you know, just just dig deep and, you know, get those insights that that are going to make writing all of your copies just so much easier.

spk_0:   29:52
Thank you so much for your time and your expertise. I know some of my listeners are going to want Thio Seymour about who you are and get connected with you and see what kind of service is you offer. So how can we connect with you and what website can we go to?

spk_1:   30:08
So my website is patty house dot com So P t t i a jus dot com. You can also find me on Instagram. I am just Patti House

spk_0:   30:21
perfects again. Thank you so much for taking time and sharing your expertise on this topic. I know it's gonna be helpful to my listeners because it was helpful to me. And I know the next time I go stare at a blinking cursor, I'm gonna go back to the valuable tips that you gave me and all of us and write some better. Copy that definitely converts more leads into customers. Thank you so much.

spk_1:   30:47
Thanks for having me.