Find something that “normal people” consider weird and making it your “thing”.
Think about your ideal clients’ interests or passions… Is there something that you can embrace, that people outside of your ideal client would consider weird?
- Pet photographers, talk about how you wear your fur-covered leggings like a badge of honor and wield your lint roller like Thor wields Mjölnir.
- Family photographers, talk about how you capture the perfectly imperfect chaos of everyday family life and how you specialize in getting great photos of wild children.
- Wedding photographers, position yourself as the shamelessly irreverent photographers for spontaneous, fun-loving brides. (This one was exactly what brand we created for our own photography business. It stood out very well in the old-school southern Nashville market.)
By embracing something divisive, you’ll have a better chance of connecting with your ideal clients who share the same quirks or passions and positioning yourself as the only option for that very specific type of client.
Now, if the idea of repelling non-ideal clients scares you, I’ll leave you with this:
Wouldn’t you rather be loved by some and hated by others than forgotten by all of them?