Blog: Prepare for Personal Promotion
We prefer being behind the lens, but running a business (or three) means Abigail and I had to face our fears and get in front of the camera for promo images for Freelance Remuda.
As creatives, many of us chose this profession to stay behind the lens, out of story. Yet in today’s society, clients want to not only know the name of their photographer but they want to know who it is they’re working with. That means putting our own stories out there, not only our faces but our thoughts, feelings and personal tidbits.
It isn’t easy to know how much to put forth. It can be challenging to walk the line between introducing yourself to potential clients via social media and feeling like you’re selling yourself along with your services. We get it!
Here, four freelancers you know provide advice on how to got about self-promotion, personally promoting yourself and your business, in a professional manner that also welcomes clients. Get ready to take notes from Abigail Boatwright, Rachel Griffin, Kirstie Marie Jones, Heidi Nyland Melocco, and Shelley Paulson.
“Sharing exciting things you are doing and tagging the people / horse pages you’re working with are great ways to increase visibility of your brand.”
I feel like I am personally bad about self-promotion. But when I *do* do it, it's helpful! The most "viral" post I have had was a cover photo I took for APHA's Chrome magazine where I tagged the human subject/owner of the horse, Solo Select, in the post. Solo Select has a huge following and the horse (Big Time Movie Star) is beloved, so it got a ton of traction.
The most comments I've gotten on a post was an unboxing of my first book, Your Complete Guide to Equine Arenas. I’ve even formulated a social campaign to share about the book that blends the source expertise and my expertise as a writer.
I think focusing on WHY you want to post is important. Sharing exciting things you are doing and tagging the people / horse pages you're working with are great ways to increase visibility of your brand. These days, I am finding it important to find new clients to work with to broaden my income streams.
Posting with intentional content will help position your brand in front of potential clients, and people wanting you to tell their stories. I have gotten emails from publications and agencies with story ideas because of my presence online. Even though I'm not posting as consistently as I should, I try to make it count when I can!
—Abigail Boatwright // Abigail Boatwright Communications
“You don’t have to overshare to connect with clients.”
Here are my top three suggestions on personal promotion.
Make a copy-and-paste elevator pitch. Make the most of ISO posts, “promote your business” threads, and friend referrals by keeping a web-friendly version of your elevator pitch in your notes app. Instead of just dropping a website link like the other 100 commenters, I paste a short two-sentence blurb that speaks directly to my ideal client along with key links. I may not always hear from the original poster, but I’ve booked clients because I stood out in the comments. It’s a low-effort way to stand out and build recognition. Freelance writers could also use a copy-paste elevator pitch to connect online with potential sources/story ideas whenever they encounter one.
Consistency matters on any platform, but that doesn’t have to mean posting daily. I use a hybrid approach: scheduling 3–4 posts a week through Buffer (usually repurposed FAQs or website copy) while leaving room for spontaneous posts like sneak peeks, funny barn moments, or personal reflections. The scheduled posts keep momentum if life gets busy, while the organic ones bring personality and connection. Together, they cover both the “know” and “like” parts of the client journey.
Share personal stories selectively. You don’t have to overshare to connect with clients. I’ve found that sprinkling in a few consistent personal topics—like my horse Captain’s pasture antics, my whippet Nova’s routine (sleeping), my coffee order, or the audiobooks I edit to—sparks real-life conversations with potential clients. These small details humanize my brand and build trust. I'm a private person, though, so I still don't share everything from those areas; I don't post videos of my own riding (I'm way too self critical for that), for example. The key is choosing a handful of personal themes your ideal clients can relate to and working them into your content.
—Rachel Griffin // Rachel Griffin Photography
“If you keep it fresh in your mind, you’ll think of new ways to connect and you won’t put yourself last. ”
Personal promotion is usually not at the top of my to-do list. Rather, it’s the item that has a list of goodies I could and should do, but it keeps getting transferred to the next to-do list. Right now, I myself am struggling with taking the time to promote the Power of the Pony book my daughter and I wrote. I know it’s time to do it. I also know how much time it takes to do it.
What makes money and has a deadline comes first on my to-do list instead. That’s the bigger work, the work where I have accountability from peers and coworkers.
For personal promotion, you have to schedule your own accountability. I have been making sure I do something for promotion every Friday. I reach out to someone new, find a new contest to enter, work on sharing a video or social media component, etc. It’s on my calendar and scheduled for Fridays. If it isn’t scheduled, it doesn’t get done.
I think that could help with any freelancer’s self-promotion—put it on your calendar, not just your to-do list. One of my professors in grad school told me while I was working on my thesis—”touch it everyday, even if it’s a short work session.” If you keep it fresh in your mind, you’ll think of new ways to connect and you won’t put yourself last. Reach out to someone new, show an editor what you have done, ask for a recommendation, etc. Once a week at least, you can make a little headway and make sure you don’t just transfer yourself to another list!
—Heidi Melocco // Editor-in-Chief, Appaloosa Journal; The Whole Picture LLC, founder
“Make sure you have a very clear marketing message for the heart of your business...”
For personal promotion, I think you need a lot of intentionality. However, if “self promotion” scares you… "done is better than perfect”. Having something is better than nothing, but it is worth the effort to marry your personal promotion into your overall marketing goals.
If you can afford it, book a photography session for branding images that REALLY portray the heart of your business. This is such an effective way to visually market your brand that it is worth a planning session with reference images, mood boards, and fully planning the end results you need. If you’re on a budget, trading branding photos with another photographer OR taking self-portraits are both great options!
As for the written portion, this is something that can be reused and recycled all over your website, social, and any interviews/podcasts/appearances you make. I hired Abigail to write a lot of my content for my website and I repurpose that copy all the time. If hiring a copywriter isn’t in the budget, then just make sure you have a very clear marketing message for the heart of your business, and use your biography and other written copy to emphasize it!
— Kirstie Marie Jones, Kirstie Marie Photography
“Creating a portfolio that shows a strong point of view will mean that some will not resonate with your work, but those who do will more than likely be willing to spend more because they can’t find what you do anywhere else. ”
When a potential client is looking for a photographer, they are likely looking at more than one. If your portfolio looks similar to the others, then most people will decide who to hire based on price, which means you're in a race to the bottom.
Creating a portfolio that shows a strong point of view will mean that some will not resonate with your work, but those who do will more than likely be willing to spend more because they can't find what you do anywhere else.
So interest of putting images in your portfolio that you think people want to see, include images that make a strong statement about who you are as a photographer.
Here are 5 tips for building a powerful portfolio
Show YOUR favorite photos, even if you aren't sure others will like them
Only show only the type of work you want to do more of
Include 1 or 2 images from a single session. If you show two, spread them out
Choose photos that showcase your technical skills, such as lighting, composition, and editing
Sequence the images, so there is a good visual flow
— Shelley Paulson, Equestrian Advertising, Editorial and Stock Photographer