So people are loving your work, they like what they’ve seen of you online, and they’re getting in touch. Woohoo! But for some reason you’re being ghosted by almost every one of them. How do you get them to convert?

Here are our top tips for your email reply to enquiries:

Be friendly

Try to sound like a real person, not a formal corporation. You’re going to be at their wedding, or spending time with their family at a shoot, so you want them to imagine the actual person behind the email, and to like you.

Think about your sign-off and signature, what does it say and what impression of you does that give? Does it sound like you work in an office signing off an email to a client, or does it sound like you?

Address both people if it’s a wedding enquiry - it’s an equal occasion and people really appreciate this.

Write how you talk and don’t second guess yourself too much.

Match their tone - if they’re silly, and excitable then be the same.

Be personal

Use a template, but adapt it to each enquiry. If I’ve shot their venue I tell them what I love about it. If they mention something you have in common, talk about it. I’ve attached photos of my cats in my initial reply before! This is part of the email I sent to that particular couple:

Hey Lucy!

I love your email, haha it brightened up my day! I’m good thanks - sitting in the sunny garden with the dog, it doesn’t get much better!

Yay I’m glad you love my crazy cat website! Your wedding sounds so much fun!

Etc etc

Ask questions

This shows you’re interested in them and their plans, and means they’ll feel obligated to reply to you, reducing your chances of getting ghosted. Mainly though, it starts a conversation, which you can legitimately reply to, rather than having to chase them later on.

How to sign off

Offer a meeting or Skype - with a few date suggestions.

Don't forget to chase them up a few days later

Remember people are busy, they're not necessarily ghosting you! I Skype almost every couple who ends up booking (a bunch get lost at the email stage but that's normal) - at the end of the call I tell them I'll send my booking form, and I do it immediately. I also tell them how easy the booking process is (all online etc) so they are aware it won't take them ages and they don't need to put it off! 95% of couples I Skype book me - the ones who don't are the ones I didn't click with (who I didn't even send my booking form to).

Basically make them love you! Be nice, be interested and give them a reason to reply.