Capturing the attention of potential clients or collaborators is pivotal in the competitive world of product photography. Your product photography email pitch can be the game-changer that gets your work noticed.
In this article, I’ll share six pro tips that enabled my wife, Alina Kareva, a professional product photographer, to win many product photography gigs.
Also, at the end of this article, you’ll find an email template that you can use to win product photography clients.
Let’s uncover the secrets to her success.
Essential Elements for Your Product Photography Email Proposal
#1. Crafting a Compelling Subject Line: Your First Impression
In the vast sea of emails that a potential client may receive daily, your subject line is your first — and possibly only — chance to grab their attention. It’s the digital equivalent of a first impression, and we all know how crucial that can be.
A catchy subject line should encapsulate the essence of your message while also creating a sense of urgency or curiosity. It needs to be relevant to the recipient, indicating that the content of the email provides value to them.
For instance, instead of a generic “Product Photography Services,” you could opt for something along the lines of:
- Exclusive Offer: Free Photoshoot for [Brand Name] 5 Signature Compositions
- [Brand Name] Beauty Through My Lens: A Collaboration Proposal
- 5 Snapshots, 0 Strings: Let [Brand Name] Shine on Our Dime.
Such a tailored approach showcases your understanding of their brand and hints at the collaborative potential. Remember, the subject line’s objective is to get the recipient to click on the email, so it should be both engaging and promising.
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#2. Personalization & Relevance
In today’s cluttered digital landscape, personalization isn’t just a nicety—it’s a necessity. A study by Experian highlighted that personalized emails see 6x higher transaction rates.
For instance, a few days ago, my wife Alina saw a paid ad on Instagram from a beauty products brand SENSAI. She noticed that their product photography is similar in style to her work.
To add a touch of personalization, Alina took her time to find photos from her past product photography work that matched SENSAI’s aesthetic. She then created a personalized PDF presentation showcasing her work, exemplifying the meticulous effort she puts into resonating with potential clients.
Remember, personalizing your email pitch goes beyond addressing the recipient by their first name; it’s about demonstrating genuine understanding and appreciation of their needs and values.
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By thoroughly researching your potential client, tailoring your message, and showcasing how your product photography services align with their unique requirements, you can significantly increase the likelihood of capturing the attention of your potential clients.
Sidenote: I have recently published a highly detailed guide on how to build a product photography portfolio without clients, which I recommend you read.
#3. Clear Value Proposition
In a nutshell, a compelling value proposition should demonstrate the clear benefits of working with you and not someone else. A generic claim like “I offer high-quality product photography” might be true but isn’t compelling.
Instead, you should try to focus on the unique value you bring to the table. This includes showcasing your experience, skills, and expertise as a product photographer.
For example, my wife Alina positions herself as an experienced product photographer with knowledge and experience in digital marketing and sales.
It’s not just about boasting your skills—it’s about communicating the real, tangible value you can deliver. A clear value proposition answers the silent question every client has: “Why should I choose you?”
By meticulously articulating the unique benefits of your product photography services you’re not just offering a service, but presenting a valuable solution to your potential clients.
#4. Keep It Short and to the Point
According to a study from Microsoft, the average person’s attention span dropped from 12 seconds in 2000 to just 8 seconds in 2015 — less than that of a goldfish. When pitching your product photography services via email, being concise becomes critical. Remember, the recipients of your email, likely busy professionals, don’t have the time or patience to go through long-winded pitches.
- Start with a powerful opening that grabs the reader’s attention. If your recipient has to scroll excessively just to understand the essence of your message, there’s a good chance your pitch might go unread.
- Prioritize your content. Stick to the most compelling and essential details about your product photography service. What sets you apart? Why should they choose you over a competitor? Answering these questions in a succinct manner can increase the likelihood of your pitch making an impact. Think of your email as an elevator pitch — you have a limited window to make an impression, so every word should count.
- Be deliberate with your formatting. Use bullet points, bolding, or underlining to emphasize critical points. Breaking up content visually can make your email more digestible and guide the reader’s eyes to the most important information. A study by Nielsen Norman Group found that people rarely read web content word for word. Instead, 79% of users scanned a new page they came across. An email pitch, in many ways, is no different. Thus, making it scannable can increase the chances of your message being understood and remembered.
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#5. Show, Don’t Just Tell
In the realm of product photography, visuals are everything. The old saying, “a picture is worth a thousand words,” rings particularly true. While it’s crucial to communicate your expertise and offerings with persuasive words, nothing makes a more compelling case than showcasing your actual work. Potential clients need to see, firsthand, the quality of product photography you produce, its ability to elevate a product, and how it can resonate with an audience.
For example, rather than just stating you’ve worked with top-tier brands, include a visual portfolio of product shots you’ve done for these recognized entities. A beautifully captured photograph from a well-known brand can speak volumes about your professionalism, attention to detail, and artistic prowess. Mentioning your clientele is impressive, but giving potential clients a glimpse of your collaboration with those brands can create a vivid, lasting impression.
Moreover, in today’s digital landscape, multimedia integration in email is seamless and expected. Embedding high-quality, optimized images or even a short video reel can elevate your email pitch. Research from Vero suggests that emails that include images have a 42% higher click-through rate than those without. By presenting visual evidence of your work, you’re not only validating your claims but also engaging the recipient in a more immersive experience. In essence, showing provides tangible proof of your skills, while telling lays the foundation for your pitch.
#6. Don’t Forget About Call-to-Action (CTA)
While presenting your expertise, portfolio, and value proposition lays the groundwork for a successful email pitch, one key element often makes the difference between passive reading and actionable response: the Call-to-Action (CTA). A CTA is not just a button or a line of text; it’s a strategic invitation to your potential client to take the next step, bridging the gap between interest and action.
For instance, after detailing your product photography services, a robust CTA could be: “Let’s book a 30-minute call to explore how my photography can boost your brand’s sales.” This direct approach signals your commitment, and it also promises value by suggesting the potential for increased sales.
Furthermore, CTAs that elicit urgency or exclusivity can be particularly effective. Phrases like “Book now for an exclusive 10% discount” or “Limited slots available for this month” create a sense of urgency that can prompt quicker responses. According to a study by WordStream, emails with a single call-to-action increased clicks by 371% and sales by 1617%. By strategically placing and phrasing your CTA, you ensure your pitch doesn’t just end up as another read email, but as a catalyst for collaboration or business.
Example of a Product Photography Email Pitch for a Cosmetics Brand
Now, let’s take all of the points discussed above and apply them to create an effective email pitch for product photography services.
Dear [Recipient’s Name],
I’m Alina, a product photographer from Latvia with deep understanding of digital marketing and sales. I’ve long admired [brand name] and believe my photography can illuminate the luxury and elegance inherent in your products.
Here’s a link to my recent portfolio featuring work with skincare and beauty brands: [link to portfolio].
To express my interest and showcase my capabilities, I’d like to offer you a completely free product photography shoot of up to 5 composition photos. This will provide an opportunity for you to evaluate the quality of my work firsthand.
Would you be open to a brief 15-minute chat to discuss further details of our potential collaboration?
Best Regards,
[Name Surname]
[Contact Details]
This email pitch serves as an excellent example of how to concisely and effectively communicate the value of your product photography services. In a few short paragraphs, we’ve managed to explain why Alina is the perfect fit for the brand, what sets her product photography apart, and how it can help the brand reach their goals.
Including a link to the portfolio and offering a free product photography shoot further reinforces Alina’s competence while creating a sense of urgency and exclusivity. Finally, the CTA is direct yet non-demanding, inviting a dialogue rather than pushing for an immediate response.
By following the five pro tips outlined in this article, you can easily refine your product photography email pitch and increase the chances of hearing back from potential clients.
Frequently Asked Questions
Introduce yourself and your experience succinctly. Highlight unique skills or techniques that set you apart. Include a link or attachment showcasing your best work. Finish with a clear call to action, like requesting a meeting or offering a special deal.
Research the brand to understand its aesthetic and target audience. Craft an email where you express genuine admiration for their products. Mention how your photography style aligns with their brand image. Include a portfolio link and propose a meeting or collaboration.
Utilize professional networking sites like LinkedIn or industry-specific directories. Company websites often have contact pages or team bios. Online tools like Hunter.io can also help identify email patterns for specific domains. Always ensure your methods respect privacy laws and ethical guidelines.
A cold email is an unsolicited email sent to potential clients with whom you’ve had no prior contact. It introduces you, outlines your product photography services, and proposes a collaboration or meeting. The goal is to spark interest and initiate a business relationship.
Begin with an engaging subject line. In the body, keep it concise, focusing on the recipient’s needs and how you can address them. Use persuasive language but avoid being overly promotional. Embed or link to your best work to provide a visual appeal.
Highlight unique skills or experiences that set you apart, for instance, “Having captured over 200 luxury watches, I specialize in highlighting intricate details.” Personalize the email by referencing the recipient’s brand or recent campaigns. Use testimonials or mention notable past clients. Always ensure your portfolio or example works are easily accessible.
Avoid generic statements or one-size-fits-all pitches. Don’t oversell or make exaggerated claims. Stay away from negative language or criticisms of the recipient’s current visuals. Refrain from being too pushy or using high-pressure tactics.
Closing Thoughts
When crafting an effective product photography email pitch, it’s necessary to remember that a successful pitch is more than just words. Visuals are key in conveying the value of your services, while strategic CTAs provide a direct path to conversion.
By combining persuasive copy with compelling visuals and CTAs, you can make sure your email stands out from the crowd and leaves a lasting impression on potential clients. Good luck!
