Behind every thriving photography business is that very first client who said, “Why yes—I’d love to pay you for your art!”
…If it were only THAT easy.
If you’re wondering how to turn your passion for photography into cash-money, you’re in the right place.
Let’s walk through five momentum-building strategies to help you land those first five paying clients and start getting booked with confidence.
Make friends and family your marketing team
When it comes to landing clients, warm leads will always be easier to book than cold ones. That’s why, in the early days of your business, tapping into your inner circle is the best place to kick things off. Your friends and family already know, like, and trust you, which makes them more likely to cheer you on and refer you to people in their network.
Now, this isn’t just about booking your cousin Casie’s engagement session (though hey, that’s totally a win too!). The ultimate goal is to turn your inner circle into a mini-marketing team. They each have their own spheres of influence, and any recommendation they make comes with built-in trust.
Build a Beautiful Business.
| #ShootProofPro-tip: When reaching out to your closest peeps, focus on making yourself referable. Send them a quick, pre-written message they can forward to friends, or offer up examples of the types of shoots you’re available for. Clear, actionable, and easy to share is the name of the game! |
Learn from the pros
If you’re new to photography, consider learning the ropes before diving headfirst into paid work. Whether it’s assisting with lighting, second shooting, or jumping into a paid internship, working alongside an established photographer will fast-track your learning, sharpen your skills, and build your confidence before taking on clients of your own.
A great place to start is by running a quick search for photographers in your area who serve the niche you’re interested in working with. Once you’ve got your list, reach out via email or DM’s (on the platform they’re most active on!) to express your interest in shadowing or assisting.
Some photographers might offer a paid internship arrangement, while others may prefer a mentoring exchange where you help during shoots. Whatever feels like the best fit, don’t be afraid to lead with clarity about what you’re seeking—this makes it easier for them to say yes (or kindly pass if timing isn’t right). Here’s a template you can use to reach out!
Hi [Photographer’s Name]!
I’ve been following your work for a while now, and I truly admire how you [specific complimentary note about their style/approach]. I’m an aspiring photographer looking to gain some hands-on experience in [photography niche], and I’m wondering if you might be open to [specific request—paid internship/mentorship/shadowing opportunity].
I’d be thrilled to [what you can offer—help carry equipment, assist with lighting, etc.] in exchange for the opportunity to learn from someone whose work I genuinely admire. I’ve attached a few samples of my current work to give you a sense of my style and skill level.
Would you be open to discussing a potential collaboration further? I’d love to hear your thoughts!
Looking forward to your response,
[Your Name]
On the other hand, if you have a bit more experience, you might even pitch your services as an associate shooter (or second shooter, for my wedding photographers!). This approach gives you the best of both worlds: income and invaluable experience. Yes, please!
| #ShootProofPro-tip: When second shooting, remember: the client belongs to the lead photographer. If their client reaches out to book you directly, always refer them back (unless it’s been cleared ahead of time!) Honoring these boundaries shows respect for the gig and the person who brought you in—and builds the kind of reputation that gets you hired time and time again. |
Build a digital home base
Whether you’re creating from scratch with personal projects or building off of work you’ve captured for other photographers, you’ll need a digital space to showcase your portfolio! To start, put together a simple website or Instagram page where potential clients can view your work, understand your services, and easily reach out.
It’ll be tempting to splurge on fancy web templates or social media Canva graphics, but the key here? Don’t get caught in the perfection trap! Picking the “right” platform isn’t about making the “perfect” choice—it’s about 1) having a dedicated spot on the internet where you can send leads, and 2) committing to the platform that feels like the best fit for your communication style.
Love hopping on video to connect with your audience? Instagram might be your perfect match with its Stories feature! Prefer expressing yourself through writing? A basic website with blogging capabilities could be ideal! The bells and whistles can come later as your brand evolves—for now, focus on establishing your presence and letting your outstanding work speak for itself!
| #ShootProofPro-tip: When building your portfolio, prioritize quality over quantity. Ten stunning images that showcase your singular style will make a stronger impression than fifty mediocre shots. Remember, potential clients are looking for your artistic vision, not just technical skill! |
Launch an irresistible intro offer
Want to create some serious buzz while filling up your calendar? Craft a short-term, attention-grabbing offer that potential clients simply can’t scroll past! We’re talking themed mini sessions that align with upcoming holidays, a “new photographer in town” special, or even a limited “founding client” package that includes perks your regular services won’t.
For instance, maybe your founding clients get a complimentary 8×10 print with their session, or perhaps spring mini sessions include a customized Instagram story template for sharing portraits with friends and fam. These bite-sized opportunities not only lower the barrier to entry but also give you real-world practice with paying clients who can later become your biggest cheerleaders!
The secret sauce here? Package your offer in a way that feels exclusive rather than desperate. Intentional language like “I’m opening five slots for my new Golden Hour portrait experience” sounds way more compelling than “50% off all sessions this month!” Your messaging should position the offer as an opportunity for them, not just a discount for you to build your portfolio.
| #ShootProofPro-tip: Create authentic urgency with a clear deadline or limited spots, and then stick to your guns! (Yes, even when those “just one more pleeease?” messages flood your inbox.) Honoring boundaries from day one sets the professional tone for your business and gently teaches clients that your time—and your art—are truly valuable! |
Show up where your people are
Another way to fill up your client roster is by going directly to where your dream clients are instead of waiting for them to find you! To do this, dive into some market research and think through, not just demographics (things like your dream client’s location, age, and income) but psychographic, what their hobbies are, places they frequent, and so on. From there, create an action plan for showing up (whether virtually or in person!) in the spaces your peeps are likely hanging out.
Are you an aspiring wedding photographer ISO elopement-enthused couples? Try joining Facebook groups for engaged couples in your area. Passionate about equine photography? Local horse shows might be your golden ticket to landing that first gig. These niche-specific communities prove invaluable in connecting with clients who align with your artistic vision and business goals.
Once you’ve scoped out your scene, it’s important to prepare before jumping in. Keep a scannable QR code handy, craft a concise yet confident intro about what you do and who you serve, and most importantly, lead with a genuine connection. Ask thoughtful questions and offer generous insights. People remember photographers who feel like real humans first, and service providers second.
| #ShootProofPro-tip: When networking, focus more on being interested rather than interesting. The photographer who asks meaningful questions and listens intently will stand out more than one who simply promotes their services. Building relationships comes before building your client list! |
High-fives for your first five!
And there you have it! Booking your first five clients isn’t about complex algorithms or expensive gear—it’s about showing up consistently, providing genuine value to the people you serve, and making it effortless for people to say “YES!” When you combine clarity, confidence, and authentic connection?
Not only is momentum sure to follow, but you’ll be building the foundation for a photography business that’s as fulfilling as it is profitable. So grab your camera, put these strategies into play, and get ready to cue the confetti because those dream clients are already on their way.
