Brand Photography Spotlight: Lindsey McKiernan | Amanda Richardson

Brand Photography Spotlight: Lindsey McKiernan

July 6, 2021

When clients discover you online, do they follow through with inquiring? The answer to that question is likely no. At least, not right away. Today’s brand photography spotlight client, Lindsey McKiernan, is a perfect example of this.

Lindsey is the definition of why I do what I do! Oceanside photoshoot, boardwalk at sunset, and a coffee shop girl! But, these little connections are only part of the reason Lindsey selected me to be her photographer!

Throughout our entire shoot, I told Lindsey I needed to hire her to be my model. Her ability to look natural and carefree is something that can’t be taught! As you will see as you scroll through this gallery, the camera devours her! Combine that with my passion for brand photography, and it was a match made in heaven!

How I connected with an ideal client like Lindsey

But none of that would have occurred had I not defined myself as a brand photography expert. Finding your niche and talking about it often help bring you the best clients. How and why Lindsey found and chose me to be her photographer is a real-world example of why defining your niche is so vital to a healthy business and a unique client experience.

Meet Lindsey

Lindsey is a therapist for young adults and was moving from Connecticut to Wilmington, NC. She first found me online before her move and told me later that she set my information aside until she was ready to pull the trigger. After getting settled here in Wilmington, Lindsey reached out, and I felt an instant connection! But for Lindsey, it wasn’t our common New England heritage or our love for the ocean that initially drew her in, It was my niche!

I can’t tell you how much I love to write that! It is so validating to know that what I preach to my coaching clients truly makes a difference. The dedication and consistency convert an audience into a client base. My niche affords me the opportunity to work with amazing brand photography clients like Lindsey. Don’t get me wrong, I know this isn’t the first time that my niche has helped me connect with a client. But, the way Lindsey said it to me struck close to my heart.

It paid off to specialize in brand photography

As we strolled back to our cars at the end of the evening, she explained to me that the entire reason she reached out was that she had been looking for a photographer who specialized. She didn’t want someone who claimed they could do everything. Instead, she wanted someone who was focused on business and branding and knew how to capture her vision.

I am challenged during every coaching call I have with my clients who are so scared to narrow the focus of their businesses. But hear me now, there are plenty of reasons you should specialize. Here are my top three.

Top three reasons to specialize in a niche

  1. You are one-thousand times more referable and will get the “right” clients. When people know you do something special within the industry you will be top-of-mind when someone is looking for that particular service. For example, no one I know is ever going to refer me a bride and when they do (because inevitably it does happen), I kindly refer them to a wedding photographer I know who specializes in weddings. But, that same wedding photographer knows I specialize in brand photography, and when a potential client comes to them looking for brand photos they are going to send them to me because they know I can offer a higher level of service.
  2. You can raise your prices! Yes, you read that correctly. When you establish yourself as an expert in something, your clients will trust you more and be willing to pay more for the quality of your service.
  3. You get to do what you love. Going back to the wedding photography example, I know in my heart I could not give a bride and groom the same high-touch experience that they would receive from a professional wedding photographer. Technically, I could deliver beautiful photos, but emotionally I would not be as invested as I am when I am working to help a business strategize, scale and become more successful. For me, it is more about the process and the relationship with my client that brings me the most joy.

I could seriously go on and on about this, but it’s time to get to the good stuff! Start scrolling and check the magic Lindsey and I created, all because I got to be her photographer! If you are on that struggle bus of finding and defining your niche, don’t hesitate to reach out!

brand photography spotlight features lindsey mckiernan, a virtual therapist, sitting on her computer meeting with clients during photoshoot

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