Photography professionals are increasingly discovering that technical skills and expensive equipment aren't enough to secure bookings in today's competitive market. According to branding strategist Rex Jones, the key differentiator lies not in aperture settings or gear quality, but in how photographers communicate with potential clients through their brand voice.
Jones argues that many photographers struggle with slow bookings and clients who disappear after initial contact because their online communication lacks personality and authenticity. "Your captions, your bios, your homepage, your emails – they're either making people lean in or scroll away," he explains. The problem stems from photographers mimicking generic industry language rather than developing their own distinct voice.
The photography industry has become saturated with identical messaging, with most professionals using phrases like "authentic storytelling, fueled by caffeine, chasing golden light." This copycat approach, which Jones compares to AI mimicry, fails to differentiate photographers from their competitors. "Mimicking isn't branding. Mimicking is what AI does when it doesn't know who you are. And if you don't know who you are? Your clients won't either," he states.
Jones emphasizes that photographers don't need to become professional copywriters, but they must stop writing like "professional greeting cards" and start communicating like genuine humans. In an economy where clients spend thousands of dollars on photography services, personal connection has become crucial for conversion rates. A forgettable tone of voice causes photographers to blend in, which directly impacts their ability to attract and retain clients.
To illustrate his point, Jones provides a comparison between generic and effective messaging. A typical photographer might write: "Hi! I'm so glad you're here. I'm a natural light photographer passionate about capturing memories that last a lifetime." This approach fails because it could apply to anyone in the industry. In contrast, a more effective message reads: "I photograph real people. You don't need to know how to pose. You don't need to pretend your kids like each other. I'll guide you through it, we'll laugh at the chaos, and in the end, you'll have photos that look like you, not an influencer version of your family."
The benefits of developing a strong brand voice extend beyond initial attraction. When photographers communicate clearly and authentically, their messaging becomes more focused, their content easier to create, and their ideal clients more likely to inquire. This familiarity builds trust before any direct interaction occurs, which Jones identifies as the real factor that closes sales – not just photographic quality.
Many photographers make the mistake of using vague language to avoid potentially turning away prospects. However, Jones argues that clarity actually serves photographers better by repelling unsuitable clients while attracting ideal ones. "Your website should turn people away. It should say, without apology, 'This is who I am, and this is who I serve.'" This selective approach helps photographers work with clients who appreciate their specific style and personality.
The About page represents a particularly problematic area for many photographers. Common phrases like "lover of light, addicted to coffee, obsessed with storytelling" create what Jones calls "word salad with balsamic jargon." Instead, About pages should communicate who the photographer is, what they shoot, and why it matters, using language that sounds natural and conversational.
Jones recommends a practical exercise for discovering authentic brand voice: "What would your best friend say about you after two drinks?" This version of a photographer's personality – genuine, unfiltered, and relatable – typically connects better with potential clients than the polished, corporate-style presentation many professionals default to.
Social media presents another opportunity for photographers to demonstrate their brand voice through captions. Generic phrases like "still dreaming of this day" or "can't wait to share more from this set" add no value and reveal nothing about the photographer's personality. Effective captions should provide context, reveal personality, and build trust by sharing details about the shoot experience, challenges overcome, or creative decisions made.
The emphasis on authenticity doesn't require photographers to be humorous or entertaining. Jones clarifies that the only requirement is honesty – whether someone's natural style is warm and kind, or high-energy and intense, the key is letting potential clients feel that genuine personality through written communication.
For photographers concerned about their current brand voice, Jones suggests reading website content aloud. If the text doesn't sound like something they would actually say, or if it sounds identical to other photographers' messaging, it needs revision. The same principle applies to social media captions that rely on safe, generic content rather than meaningful communication.
The photography professionals who succeed aren't necessarily the loudest or most aggressive marketers. Instead, they're the ones who communicate most clearly about who they are and whom they serve. Jones concludes that brand voice isn't merely decorative – it provides direction and clarity that can determine whether potential clients decide to book services or move on to competitors who sound more confident and authentic.
This shift toward personality-driven marketing reflects broader changes in consumer behavior, where clients increasingly value personal connection and authenticity over purely technical competence. For photography professionals looking to improve their booking rates, developing a distinctive and genuine brand voice may prove more valuable than investing in new equipment or technical training.
