If you’ve started to panic about the economy, I get it. I really do. I’ve had my fair share of long walks and long conversations with industry peers, to make sure I’m keeping a pulse on how things have changed.
When bookings slow down or inquiries feel a little quieter than usual, it’s really easy to start questioning everything.
Your pricing. Or your marketing. The photography itself!
Before you spiral, though, zoom out.
You are building a business that has to ride the waves of life, and that includes a bad economy.
A slower season does not mean you suddenly “should go get a real job”. It does not mean your business is failing. It means your clients are making decisions differently than they were six months or a year ago.
And that is a moment you can meet.
So instead of panicking, let’s look at what you can actually control. I’m going to walk you through it here!
Start With Your Offers
When people are more cautious with their money, you need to meet them where they are.
That doesn’t necessarily mean slashing your prices or turning your business into a discount photography studio. (Please don’t lol)
Instead, ask yourself:
- Do I have an accessible way for someone to experience my brand?
- Is there a smaller introductory offer that makes sense?
- Could mini sessions introduce new people to my business?
- Does my current offer structure make sense for the way my ideal client is spending money right now?
- How am I ACTUALLY building real trust with my ideal client?
Trust Matters More When People Are Hesitant to Spend
Your ideal client is still spending money. They just might need more reassurance before they pull out their credit card.
This is where trust becomes SO DAMN important.
Maybe that means adding a discovery call to your sales process. Maybe it means showing your face more often on Instagram. Or, maybe you need to tell more stories about your clients and what working with you is actually like.
People want to know who they are hiring.
And the more accessible and familiar you feel, the easier it is for them to trust you. I know that kinda goes against the knee-jerk reaction that most photographers have. But try to think of ways you can sustainably offer that accessibility to your clients, without burning out. It’ll go a long way.
You Need a Marketing System, Not More Panic
If you’re barely posting online and hoping people will magically continue booking, this is probably the time to tighten things up. This is going to lead to more times where you panic about the economy.
You need to be visible. And by that, I don’t mean: be everywhere.
Rather, your marketing needs to keep building trust even when you aren’t actively selling. The warming process IS longer right now.
This is one of the things I’ve seen repeatedly after working behind the scenes with more than 200 photographers and writing more than 2,000 blogs. The photographers who have a repeatable marketing system have a much easier time weathering slower seasons than the ones who only market when their calendar looks empty.
- Create a plan for your content.
- Blog consistently so Google and AI search engines have more opportunities to understand your expertise.
- Turn every delivered gallery into a reel, a few stories, and some evergreen content.
- Tell positive client stories on TikTok.
Make it easy for people to see your work, understand your process, and decide that you’re the photographer for them.
And please, for the love of everything, stop posting about how much you hate having to make content. You are not the victim for having to market your business, and to a potential client, complaining about marketing can accidentally sound like you don’t think they’re worth the effort.
I know that’s not your intention. But remember to post FOR your ideal client (not for other photographers).
Take the Longer View
When you panic about the economy, your brain wants to make everything an emergency.
Take a longer-term view of your business. Assess your offers. Look at your marketing. Find the gaps. Get curious about what your ideal client needs from you right now.
You may need to dig your feet in and work a little harder for the next season.
That’s okay.
You might feel like you’re being pulled backwards. But you’re actually just in a sling shot. Don’t quit.
We’re not building a business that only works when the economy is perfect. We’re building one that can ride the waves with you.
