Cold emailing can be a huge benefit for photographers that allows you to create connections and clients with those outside your own immediate network or region. Many photographers turn to cold emailing as a strategy for increasing opportunities for these reasons. However, there are some common frustrations we face, such as lack of responses, a low volume of results and more. Here are some tips to write and approach cold emails for better results.
Example of a weak cold email
Hi, I'm reaching out because I saw you're holding an event in NYC on July 10. I'm a photographer based in the city and I'd love to offer my services! Are you looking to hire for this event? My rate starts at $1000 and this includes 20 edited images. For samples of my work, check out my Instagram. I look forward to hearing from you!
First, here's what this kind of email does right. It makes it very clear you're offering a service and not volunteering (you'd be surprised how many photographers pitch themselves by asking if someone “needs a photographer”). Also, being clear about the rate and deliverables is good, but here the delivery creates problems.
Let's take a look at why this kind of cold email often falls flat.
No personalization
One of the biggest pitfalls of cold emailing is using a template that lacks personalization. A formulaic email may be beneficial if it allows you to do a massive amount of outreach. After all, cold emails can be a numbers game. But if your emails lack personalization, it's extremely easy to spot and comes across as generic at best. The best pitches showcase that you understand your potential client. After all, unless you understand their needs, how can you solve their problems?
Too much information
A common mistake in cold emails is detailing every aspect of the service up front. Perhaps this is covering an exact price, deliverables and timelines immediately in the first email. When there isn't a fit, the downside to this approach is that there's no reason for the potential client to respond.
While you do need to eventually agree on rate and all the details, you also need to understand the client's needs and the usage they need first.
Only asking yes or no questions
Similarly, photographers sabotage themselves by only asking questions that have a yes or no answers. When the answer is no, the conversation ends. While a yes may result in a job, the ultimate goal is to build a relationship and continue the conversation, even when there isn't a specific fit in the immediate future.
No differentiation or value proposition
A common mistake is communicating the facts of your service without conveying your value and creating a point of difference for you as a photographer. A potential client needs to understand your rate, deliverables and so forth. But in these facts, there's no deep differentiator of you as an artist or creative. Price and quantity are the weakest differentiators — there's always someone cheaper or who will do more for less.
Transaction instead of relationship building
Finally, one of the most common mistakes of cold emailing is focusing on a specific transaction, event or sale instead of building a relationship. The ultimate goal of cold emailing isn't a one time client, but a long term one. The benefit of this approach is that even when in the short term you get a no, you can turn that into a yes down the line.
You do this by creating a strong foundation of personalization, differentiation and conveying that you understand your potential client's pain points with an ability to solve them.
