Episode 27 - Why Clients Aren't Booking You

Why Clients Aren't Booking You

Hello everyone and welcome back to the Photography Breakthrough Podcast. I'm your host, Matthew Jordan Smith. Today we're going to talk about something that hurts, but in a clarifying way. Why clients aren't booking you.

Many of you know what that feels like. And I want to say this slowly, because most of you have already decided the wrong answer. It's probably not your photos. If your work is strong, but your calendar is empty, this episode is just for you.

And if part of you is wondering, is it me, I want you to stay with me today. Because what's missing is not your talent, it's not your effort. You are working hard. It's not visibility, it's certainty.

If you didn't know this, let me be the first to say it. Clients are not hiring images. They're hiring how they expect to feel when they work with you. Yes, your photos made them stop scrolling. If they didn't, they wouldn't even be here. That pause, that's proof. You're talented.

So if they paused, if they looked, if they clicked and still didn't book, then the question they were asking wasn't, is this photographer good? They already know you're good. The real question was, will I feel taken care of here by this photographer? And that's where most photographers lose them.

We live in a time where good photography is everywhere. Now, that doesn't make your work less valuable, but it does change what clients need in order to choose. When someone lands on your website or your Instagram today, they're not relaxed, they're anxious. They're wondering, will I look awkward? Will I hate my photos? Will I feel exposed in some way? Will this be at all uncomfortable?

And here's the part that matters. If your language doesn't answer those fears clearly, then they move on. Not because you failed, but because no one made them feel safe yet.

Now let's talk about the way photographers talk, because this is where self trust leaks. If I hear one more photographer say, I just love capturing moments. I'm passionate about people. I offer lifestyle sessions. I already know why clients are hesitating. That language isn't wrong, but it's insider language. It's how photographers talk to other photographers, and yes, it's how we've been taught. You hear it at photo conferences and workshops, but get this. Clients don't book insider language.

They book decisive leadership. Vague language, even when it sounds poetic, feels like uncertainty to someone who's already nervous.

Here's my coaching moment. When you hide behind general, safe, familiar photography language, you're not being humble. You are avoiding the risk of being specific. Because being specific says, this is what I do, this is who I help. This is the result you expect. And that level of clarity requires self trust on your part.

So here's the shift I'd like for you to make starting today. Stop talking about what you love. Start talking about what you solve. That's what clients want to hear. Of course you love photography. We all do. You should, but your client isn't hiring your love. They're hiring relief.

Here's an example that changes everything. I help people who hate being photographed finally see themselves with pride. That one sentence does more than ten beautiful images. Why? Because it uses their language, not photo language.

I'm telling you all of this from experience. The first time I photographed Samuel L. Jackson, the very first thing he said to me was this, I hate taking pictures. Imagine that. He told me it felt like standing naked in front of lights with no lines to say. Awkward. Exposed. Uncomfortable. Now listen closely. That's not celebrity language. That's human language.

Maybe one of your clients has said something similar to you. I hate photos. I feel awkward. I don't know how to pose. I never like pictures of myself. If they're already telling you the problem, why aren't you reflecting it back in your message?

You see, when a client reads, I help people who hate being photographed, their nervous system relaxes. They think, oh, this person sees me. They understand me. And once someone feels seen, they're far more willing to trust. This is not louder marketing. It's braver language.

Here's a hint most photographers miss. Your clients are telling you how to market to them. Every single session, when you listen deeply and mirror their words back to them, you create alignment. That's how you build long term relationships, long term clients. That's how you get repeat work, and that's how you create careers like the one I had photographing Aretha Franklin for 13 years, Vanessa Williams, Tyra Banks, Samuel L. Jackson, Oprah Winfrey for decades.

I didn't guess what any of them needed. I listened and then I led.

Stop talking about pretty pictures. Pretty pictures are assumed. That's the baseline. The real question is what do you provide beyond the image? How do you guide people? How do you protect them emotionally? How do you help them feel different when they leave? That's what clients are paying for, even if they don't say it out loud.

When I created my last book, Aretha. Cool., the idea wasn't just to make a photography book. It is a record of what happens when you trust. Listening, leadership, and presence come together over time. All the original books on Amazon, they're all gone. There are now only original signed copies left, and you can only find them on ArethaCool.com in the US and in Japan. And yes, you heard me right. Every copy is hand signed because this work deserves intention.

Today, let me leave you with this. You are not unbooked because you lack talent. You are unbooked because your message hasn't caught up with your ability yet. And that's good news, because messaging, that can change and change quickly.

So listen to your clients. Listen to your potential clients. Use their words, lead with certainty, and stop hiding behind pretty pictures. Your work matters, but your clarity. That's what leads people to choose you.

If this episode helps something click for you, leave a five star review. It helps photographers who are stuck find this message sooner. Share this episode with one photographer who keeps blaming the algorithm when what they really need is clearer language.

I look forward to seeing you all next week, right back here on the Photography Breakthrough Podcast. Until then, live bravely and trust yourself a little more than you did yesterday. Bye for now.