Emma Whiley of Emma Whiley – Creative Copywriter was someone I knew I had to chase down for the podcast following an interview with the super talented wedding photographer, Nadia Melli. Nadia attributed much of her success to her new website copy, done by Emma! Following a complete rebrand, Nadia's photography business has taken off and she's attracting exactly the kind of clients she wants. I wanted to know if what Emma did for Nadia can be applied to any photographer's website.
Emma describes herself as a Creative Copywriter. Basically, she helps clients craft their message while not coming across as just selling stuff – even though, she and we both know, the function of our website copy is to attract and ultimately convert visitors and readers to clients… to sell to them.
The plan for this interview was to learn what works and what doesn't when trying to attract our perfect photography clients and if we can't come up with best words ourselves, what and how to hire a professional copywriter.
Here’s some more of what we cover in the interview:
- Emma's career before copywriting and how she came to work with photographers
- Why Emma shifted to become a copywriter
- Emma's wide range of copywriting clients
- How Emma's copywriting bookings and sessions work
- What Emma can do for photographers looking to attract their perfect clients
- Who should hire a copywriter?
- Why hiring a good copywriter is crucial to the success of your business or branding
- Which pages on your photography website requires a copywriter for better conversions
- Emma's tips for brand excavation – to find the real you and perfect target client for your business
- Things you need to know before approaching or hiring a copywriter
- What is brand excavation and how does it work?
- Pages of your site that require more attention in regards to copy
- When and where to use vernacular
- Emma's thoughts on swearing or cursing in your web copy
- What is a copy audit and how does it work?
- Knowing your client and understanding their art
- How much does it cost to hire a copywriter?
- Emma's tips on building your brand when starting out or if you can't afford a copywriter
- Creating conversion and why copywriting is essential for your business success
- Things to consider about your calls to action and understanding who your clients are
What’s on Offer for Premium Members
If you’re a premium member, you should have received an email with links to your version of this interview – the full length and more revealing version where you hear the absolute best tips and advice from every guest.
Copywriting is just as important as the way your site or your branding looks. – Emma Whiley
If you’re on the fence about becoming a premium member, join with the $1 trial today and get access to the FULL interviews each week, get access to an amazing back catalogue of interviews and ALL future interviews delivered automatically to your phone or tablet.
Plus special member-only interviews.
You'll also receive access to the members only Secret Facebook Group where you can connect with other Premium Members and interview guests to help, support and motivate you to take ideas you hear in each episode and put them into action. There are also FB live video tutorials, role play interviews and special live interviews happening in the group.
You will not find more friendly, more motivated, caring and sharing photographers online.
Joining a Mastermind Group (encouraged by Andrew) has been incredibly valuable and fun, I look forward to connecting with my group members every week. Jina Zheng, Premium Member and Melbourne Children photographer.
And that's not all… you get a set of steak knives… I'm kidding!
Seriously though, that's not all. In addition to everything above, you'll get access to and instructions on forming or joining a MasterMind Group with other premium members. These groups are super motivating, make you accountable and build friendships with other pro photographers with similar motives to you – to build a more successful photography business.
What is your big takeaway?
Following this interview, I’d love to know if you're taking anything away from what Emma shared. Is there something you heard that excited or motivated you to the point where you thought, yeah, I'm going to do that! If so, let me know by leaving your thoughts in the comments below, let me know what your takeaways were, what you plan to implement in your business as a result of what you heard in todays episode.
I would encourage people if you'll gonna go for getting a copywriter to do your writing is to do the whole website because then it will sound the same rather than one page sounding by someone else. – Emma Whiley
If you have any questions that I missed, a specific question you’d like to ask Emma or if you just want to say thanks for coming on the show, feel free to add them in the comments area below.
iTunes Reviews and Shout-outs
Each week I check for any new iTunes reviews and it's always a buzz to receive these… for a couple of reasons.
Firstly, it's confirmation that I'm on the right track with the interviews and that they really are helping you improve your photography business. That's awesome!
Secondly, iTunes is the biggest search engine when it comes to podcasts and it's your reviews and ratings that help other photographers find PhotoBizX. More listeners means more interviews and ultimately a better show.
If you have left a review in the past, thank you!
If you haven't and you'd like to, head to https://photobizx.com/itunes and you can leave some honest feedback and a rating which will help both me and the show and I'll be sure to thank you on the show and add a link to your website or blog if you let me know the URL of your website and your name.
Alternatively, if you've left a review for PhotoBizX and are looking for more backlinks to help your SEO, leave a review for the new Photography Xperiment Podcast and email me your key words or keyword phrase and where you'd like me to link to.
Here's the latest rating and review…
Life changing – Business altering
In iTunes by New London and Preston lifestyle family and newborn photographer, Dacia Vu from the USA on November 21, 2017
Andrew Hellmich knows exactly the right questions to ask, and exactly who to get the right answers from!
His interviews with other pro photographers have made such an amazing impact on the way I see the business side of photography. I made the leap from hobbyist to full time pro just three months ago, and I'm not looking back or second guessing myself, and a major portion of credit goes to this podcast and Andrew's inspirational interviews.
I'm so grateful I found you! ~Dacia (dacia vu photography)
I think in general just in life, any creative needs to know who they are, you need to know like what you're passion is and your business and outside of your business because when you are the business, so much of that intertwines and flows from one to the other. – Emma Whiley
New Pet Photography course from Charlotte Reeves is so good!
I just received an email from Charlotte Reeves to say the latest lesson in her course has just been added – RealShoots Episode 4: Elli & Freya in the Forest. I mentioned this fantastic training a few episodes ago and if you photograph dogs, you need to see these!
Charlotte is an Aussie based Pet Photographer and is known worldwide. I interviewed Charlotte back in episode 36 of the podcast and she has been as busy as ever doing amazing things!
She told me about her new courses: Real Shoots and they sounded so good.
I asked for a look inside to see if I thought they'd be a good fit for any PhotoBizX pet photographer listeners. They are AWESOME!
I've just finished watching an episode with “Bandit”, who was exactly that on the shoot – he was like the bridezilla for wedding photographers and the pain in the ass kid at at a family shoot. LOL.
What I loved about the video is these are real shoots and Charlotte's commentary is so good – I loved hearing why she was shooting in one direction over another, why she used this lens and aperture instead of that, how she was able to get Bandit to mostly do what she wanted and why she was directing him the way she was.
One thing that blew me away were the noises to get Bandit's attention – I thought for sure they were from squeaky toys and whistles but they were from Charlotte! So good.
Each course has video, pdf's and post processing instructions too. It's literally like spending the day with Charlotte and watching the shoot from start to finish. You see her shooting, the photos, the post processing – everything.
After watching a single video and looking over the content, this course is highly recommended!
You can learn more here: Real Shoots by Charlotte Reeves: Shooting Tutorials for Pet Photographers
Links to people, places and things mentioned in this episode:
RealShoots Episode 4: Elli & Freya in the Forest – Pet Photography training by Charlotte Reeves
Thanks again for listening and thanks to Emma for coming on and sharing so much about her business, thoughts and tips on copywriting for todays episode.
I would measure my success by having a happy client. – Emma Whiley
If you have any suggestions, comments or questions about this episode, please be sure to leave them below in the comment section of this post, and if you liked the episode, please share it using the social media buttons you see at the bottom of the post!
That’s it for me this week, hope everything is going well for you in life and business!
Thanks and speak soon