5 Steps to a More Powerful Portfolio That Attracts Dream Clients

Here’s a truth: ‘Your vibe attracts your tribe.’ In the world of photography, this is golden. And your portfolio? It’s your vibe. 

Your portfolio is more than just a collection of images. 

Your images should almost be whispering to your Dream Client, I’m the photographer you’ve been searching for.

As a photographer, your portfolio acts as a mirror, reflecting the kind of work you love doing and attracting the type of clients you dream of. In other words, your portfolio is the key to telling your Dream Client that you are the perfect photographer for them. It’s a powerful magnet. 

And I’m going to tell you the five essential steps you need to turn your portfolio into a Dream Client attractor.

Step 1. The Golden Rule: Show Only What You Want to Attract

Sounds obvious, doesn’t it? Yet it’s the easiest thing to overlook. We all know first impressions count, and your portfolio is the very first impression potential clients get of your work. So it’s gotta work hard for you!

Clients scroll through your photos, deciding whether your style matches their vision or not. So it’s crucial to only show the kind of work you want more of. 

Yes, even if that means cutting out the images from a major brand client. Sure, they’re a big name. But if the photos don’t reflect your style? Don’t show them! The last thing you want to do is dilute your brand and mislead your audience.

Step 2: Craft Your Dream Client Showcase

But Bridget, what if my portfolio doesn’t reflect my Dream Client yet?

Great question! 

If you’re in the middle of a style transition, or if your portfolio is filled with work that doesn’t quite align with what you want to attract, now is the perfect time to do a model call-out. 

There’s a misconception that free portfolio shoots are of lesser value. This couldn’t be further from the truth! I built my multiple six figure business on many a free shoot. The main difference? I never treated it like it was free. 

Every portfolio building shoot is a strategic marketing opportunity — a chance to attract future clients and take your brand to a new level. Treat these shoots as an investment in your brand’s future. 

But…how do you ensure it’s a win-win for both parties?

Step 3: Find Your Dream Family

Social media platforms like Instagram are gold mines for connecting with families that resonate with your style. Local community spaces — schools, dance classes, even swimming lessons — also offer perfect opportunities to find the right fit. 

Just remember that this is not a charity situation. This is step one in nailing your branding. This is a business decision. So it’s crucial that you look for a family that closely matches your Dream Client Profile. Can you picture them as friends? Do their children do similar activities? Do they share an aesthetic? You are on a mission to create images that speak right to the heart and soul of your Dream Client. So take your time and do it right.

A Word of Caution: 

While it’s tempting to post public call-outs for free photography sessions, this can really devalue your work in the long run. Why would someone pay big bucks for a shoot with you when they know if they hold out long enough, you might do another free call-out? 

Plus, I guarantee if you do this you’ll get swamped with requests from clients that are about as far away from your Dream Client as you can get. 

So stop, do not pass go! Pinpoint the family that embodies your Dream Client, and approach them directly. It’s a personalised, bespoke offer, just for them. (Fancy!)

Why Is This Important?

Your model family might not become your paying client (although hopefully they will!) But they matter. They serve as a pivotal portfolio piece that will attract paying clients who resonate with that style. And that’s priceless.

Step 4: Curate with Courage

If someone requests a shoot that doesn’t align with your style — like a cheesy Christmas card shoot — politely decline or, if you must take it, don’t include it in your portfolio. Saying ‘no’ is not a loss; it’s a strategy! By consciously curating your portfolio, you’re carving out space for your dream clients to find you. Consider your Dream Client Profile your compass and use it to navigate through your portfolio transformation. It will help you ensure each image serves a purpose in attracting them.

Step 5: The Je Ne Sais Quoi Factor

‘Je ne sais quoi’ is a French phrase that translates to ‘I don’t know what’ in English. It’s shorthand for an indescribable quality or characteristic that is difficult to put into words. It’s kind of like saying ‘that special something,’ or ‘the X factor.’ And if you want to send your business through the stratosphere, you want to sprinkle a little je ne sais quoi into your portfolio.

My shortcut to capturing that quality is this… 

Imagine summing up your images in just three words. These three words encapsulate the soul of your work, your photography style, your messaging, and even your choices. Your Dream Client’s values should resonate with these three words. 

For instance, my three words are currently (yep, you can always evolve and change!) 

• Personality
• Emotion
• Connection

Choose your own three words and then run every single image in your portfolio through them. Can you tick all three boxes? (And yes, every photo needs to hit all three of those words.)

If so, you’re on your way to having a portfolio that feels cohesive, artistic, and…you guessed it, has that je ne sais quois. It ties your work together in an intangible way and makes you stand out from the crowd.

Repeat After Me: Only Show What You Want to Attract

There you have it. That’s the mantra. And it’s not just about what you show but also about what you choose to leave out. Your portfolio is a showcase, a statement, and most importantly, it’s a magnet for your dream client.

So take a step back, evaluate your portfolio, and make sure it’s a true reflection of not just who you are, but also who you aim to attract. Remember, the more you define your vibe, the more your tribe — your Dream Client — will be drawn to you.