PROFESSIONAL PHOTOGRAPHER | DECEMBER 2019
two approaches to a service-based business:- Constantly reinforcing client relation-
ships and building for the long-term. - Continually recycling the client base and
always chasing new customers.
“As photographers we often don’t start with
the end in mind,” says Haynes. “We’re always
thinking of ways to get new clients. That’s
important, but research shows that you can
build a much better business on clients with
whom you have a relationship. They come
back again and again, and the relationship is
much more sustainable than one and done.”
For example, Ike & Tash just shot the wed-
ding of a former senior portrait client. They’ve
been photographing some families for 10 sea-
sons. Haynes describes these people as cor-
nerstone clients who will come back to them
for years, maybe generations. “If you can
build those relationships with them as se-
niors, you will have clients for life,” she says.Staying relevant
Haynes acknowledges that staying relevant
is a constant challenge. Being cool—creat-
ing cool products and building a cool brand
with cool collateral—is expensive and time
consuming. And there will always be com-
petition, not just from other photographers
but from everything else—family friends
who will do photographs for free, new DIY
tech like the latest iPhone with three camer-99