There was a season in my business when I kept getting the same sinking feeling over and over again. I would pour my heart into a conversation with a potential couple, hit send on my pricing guide and then… wait. And wait. Sometimes I’d get a polite “Thank you, we’ll let you know.” Other times? Silence. Crickets. Ghosted right from the initial email. The worst part wasn’t even losing the lead, it was knowing deep down I was worth more, and yet I was the one keeping myself stuck at the same booking average by presenting my services in a way that didn’t reflect the experience and service I actually offer.
That’s when I realized something: it wasn’t my work that was holding me back. It was how I was packaging it. I had been sending the same PDF to every couple. The same three collections, the same descriptions, the same language. It was clean and professional, sure. But it wasn’t personal. It didn’t make them feel seen. And it certainly didn’t set me apart from every other photographer attached to their inbox.
Everything changed when I shifted from standard pricing guides to custom collections.
Instead of telling couples, “Here are my options: pick one,” I began saying, “Tell me what matters to you most. I’ll build something that fits your story.” And that one shift not only elevated the way clients experienced my brand it also uncapped my earning potential.
And if this resonates with you, this is exactly the kind of pricing transformation we walk through inside my Photography Business Mastermind, where I teach photographers how to scale sustainably through high-touch strategy.
Why Custom Collections Work
Custom collections are not just a sales strategy. They’re a service strategy. Custom collections show your clients:
- I’ve been listening.
- I’m not just trying to sell, I’m committed to serving you.
- I care about your wedding as much as you do.
Couples don’t want to feel like one of a hundred inquiries in your inbox. They want to feel like the one. A custom proposal tells them, “I see you. I understand what’s important to you. And I’ve built something just for you.”
And here’s the beautiful part: when people feel seen, they don’t shop around. They commit, confidently and joyfully.
How to Build a Magnetic Inquiry System
This doesn’t have to be complicated. Here’s the exact structure I use:
- Start with Strong Contact Form Questions: Get a lot of the logistical questions out of the way. This is where you ask about their venue, date, how they found you, their photography budget, and offerings they are looking for included in their package.
- Leave a Great First Impression & Solid Call to Action: Respond to their inquiry with the same excitement and detail that they submitted to you. Make sure you share personal details and reflect back to them genuinely. End with a solid call to action for them hop on a phone or video call ASAP. Sending a couple dates and times for them to choose from is more effective than a generic call scheduler.
- Wow Them with a Personal Conversation: Go beyond the basic details you used to discuss on calls. You’ve already gotten that info from your strong contact form. Instead, ask emotional, strategic questions like:
- “What are you most excited about for your wedding day?”
- “How do you want to feel when you look back on your wedding photos in 10, 20, 50 years?”
- “What kind of coverage feels most important to you: getting-ready photos, full reception, or moments with family?”
- “How do you envision reliving your wedding: through albums, prints, film, etc.?”
- Send Over the Custom Collection: Read on to the next section all about how to make this happen!
Building Custom Collections that Convert
Custom collections don’t trap your clients into what you think they should want. They empower them to choose what they already know feels right, which often includes add-ons they wouldn’t have considered inside a fixed package.
They’re not spending more because you sold harder. They’re investing deeper because it finally makes sense. And when every collection is built based on their story, you’re no longer negotiating price, you’re co-creating value.
I want to be completely clear, you’re not pulling numbers from thin air. You have a starting minimum “out the door” price based on your cost of doing business calculation (another topic for another day!). Customizing collections doesn’t mean changing your value; it means inviting them to enhance their experience based on what they’ve already told you matters to them.
Create a personal proposal website page (not a PDF!), using your website (I use Showit!). Craft a customized, secret proposal page for their eyes only that includes:
- Their names, date, and venue right at the top
- One or two photos from their venue, or weddings with a similar aesthetic
- Hand-selected full gallery links that match their style
- Real client reviews
- Sample photography timeline for them to review
- Personal closing note from you
Send this in an email with a personal note recapping your call and sharing your excitement. End with a strong question, clearly defining next steps. Ask them directly questions like, “Which collection feels like the best fit,” or “Are you ready to officially lock in your date?” Whatever you do, don’t end this email with a statement or confuse them on what happens next.
Your Next Move?
If you’re tired of getting ghosted or stuck at the same booking average, it’s not your work. It’s your presentation. You need a better marketing strategy. You need a magnetic booking strategy.
This is the work we do every single week inside Photography Business Mastermind where I help established photographers step into higher earning seasons without compromising heart or integrity.
If you’re ready to elevate your client experience and your income at the same time, I’d love to walk alongside you in this high touch, high-level coaching program. Learn more and apply here!
Author Bio:
Nichole Lauren is a wedding photographer, business coach, and attorney based in South Carolina. She serves heartfelt couples who feel deeply. She coaches photographers to scale sustainably while deepening client relationships through intentional marketing strategy. When she’s not photographing weddings or mentoring photographers, you’ll likely find her walking her golden retriever and cavapoo pups or planning her next coastal session in Charleston.
