It was a crisp autumn morning when Sophie, the owner of a wedding photography and videography studio, started to feel a lingering concern. Business, which once came naturally, had slowed down over the past year. The enquiries weren’t rolling in as they used to, and while her past clients raved about her work, new bookings were surprisingly sparse. Something was amiss.
At first, Sophie brushed it off, thinking it might be seasonal or due to an economic downturn. But after hearing from a fellow photographer about their own consistent growth, she began to wonder if the issue lay somewhere closer to home. It was time for a change, but what?
A Realisation on Approachability
As Sophie dug deeper into her business strategy, she realised that while her work was excellent, she had inadvertently created an invisible barrier between herself and her potential clients. Her website was sleek but impersonal. Her social media posts focused on polished images, with little about the person behind the lens.
The realisation hit her hard—she wasn’t approachable. Couples looking to hire a photographer for one of the most important days of their lives weren’t just seeking stunning images; they were looking for someone they could trust, someone they could connect with on a personal level.
Sophie knew she needed to make a shift, but how?
Letting Personality Shine
Without much ado, Sophie began by softening the tone of her website. She included a heartfelt section about her passion for capturing love stories, why she started the business, and what it meant to her to be part of such a special day. She shared anecdotes from past weddings, highlighting the joyful moments she cherished, and most importantly, she made it clear that she understood the emotional weight of the day.
Next, she updated her email templates. Gone were the stiff, formal responses, replaced by friendly, conversational emails that felt like a dialogue between friends. She stopped focusing on selling and started focusing on connecting.
On social media, Sophie shifted her approach. Instead of posting only the end results—beautiful photos of couples—she began sharing behind-the-scenes moments. Shots of her working with brides, her enjoying a laugh with guests, even a few candid moments of herself preparing for shoots. Slowly but surely, her followers started to comment more, interact more, and eventually, enquiries began to pick up again.
The Power of Connection
What Sophie had stumbled upon was the power of being approachable. In a business world that is often cold and transactional, customers are yearning for a human connection. For Sophie’s clients, it wasn’t just about finding a wedding photographer; it was about finding someone they could trust, someone who would treat their wedding day with as much care as they would. By being approachable, Sophie wasn’t just showing her talent; she was showing her heart.
Being approachable is not about grand gestures or elaborate strategies. It’s about authenticity, being genuine, and relatable. In Sophie’s case, she was able to grow her customer base simply by letting her personality shine through.
This approach goes beyond wedding photography. For any small business, whether you're a florist, a bakery, or a consultancy firm, approachability plays a vital role in customer growth. People want to work with those they feel they know and trust. It’s often the deciding factor between choosing one service over another.
What Other Businesses Can Learn from Sophie
The principles Sophie embraced apply to any small business owner looking to grow their customer base:
Show your personality: Customers want to know the people behind the brand. They want to feel like they are dealing with a real person, not a faceless entity.
Make it easy for people to connect with you: Whether it's through a friendly email, a social media post, or a section on your website, always present yourself in a way that invites conversation.
Focus on the emotional aspect: Every business, no matter the industry, has an emotional element. Whether it’s the joy of a well-executed service or the relief of finding someone trustworthy, tap into that emotional connection.
Growing Customer Trust Organically
Without any expensive marketing campaigns or flashy promotions, Sophie found that simply being approachable opened doors. Her phone started ringing more, her emails filled up with enquiries, and most importantly, her customers began to refer her to friends and family.
As a small business owner, if you’ve been wondering why new customers aren’t knocking on your door as frequently as you’d like, take a step back and ask yourself: Am I approachable? How are you showing your potential customers that you understand them? What are you doing to make them feel like you’re the right person to help them?
Sometimes, the answer to growth isn’t a new marketing strategy or a bigger advertising budget. Sometimes, it’s as simple as showing people who you are.
Ready to unlock your potential for customer growth? If you want to explore how you can connect with your audience on a deeper level, contact Mark A Preston, Customer Growth Coach & Speaker, and discover how you can attract the right customers through genuine connection.
