How to Stand Out as a Newborn Photographer

Stand Out from the Crowd

Let’s face it, the newborn photography market is getting pretty crowded these days. So how do you stand out as a newborn photographer and show potential clients that you’re the one they should trust with their new arrival? It’s all about finding and showcasing what makes you unique. Here are a few ways you can stand out from the crowd and attract those dream clients.

Develop Your Signature Style to Stand Out

First things first, you need to nail down your unique artistic voice. Developing a unique artistic voice is crucial to stand out as a newborn photographer. This isn’t just about slapping a preset on your images and calling it a day. It’s about developing a consistent look and feel that’s unmistakably yours.

For Glean & Co, I’ve developed a signature style that I like to call “lifestyle studio.” I bring that cozy at-home vibe into a studio setting, creating images that are light, bright, and filled with natural light. My biggest priority is capturing genuine family connections over heavily posed shots.

But your style might be completely different, and that’s great! Maybe you specialize in purely posed newborns with traditional studio backgrounds for parent shots. Or perhaps you focus solely on the baby, without including parents in the images at all. Whatever your style, make sure it’s authentic to you in every image you share. (Notice I said, every image you SHARE. Sometimes, parents ask for a shot that isn’t quite you- you know what I’m talking about, that crocheted lion outfit or the sibling t-shirts that say “Did we just become best friends? YEP!” You can absolutely shoot (and sell!) the shot to them…and never show it.)

Tell Your Own Story and Distinguish Yourself

Don’t be afraid to let your personality shine through in your marketing. Clients aren’t just buying your technical skills – they’re buying you. Sharing your personal journey can help you stand out as a newborn photographer and connect with potential clients on a deeper level by letting clients in on your passions, and what drives you to create beautiful newborn portraits.

For me, my journey into newborn photography started when I became a parent myself. I realized how fleeting those early days are and how important it is to capture them. This personal experience drives my approach at Glean & Co, where I focus on those genuine family connections.

Your story might be completely different. Maybe you have a background in child development that informs your approach to working with babies. Or perhaps you were an art major who found their calling in newborn photography. Whatever your story is, use it to connect with potential clients on a personal level. And Gill would say- make sure it comes through in your brand voice!

Offer an Unforgettable Experience That Sets You Apart

To truly stand out as a newborn photographer, remember that you’re not just selling photos – you’re selling an experience. Think about how you can make the entire process, from inquiry to delivery, something your clients will rave about to all their friends.

At Glean & Co, I’ve created a warm, welcoming studio space that feels like a cozy apartment. I want my clients to feel right at home, which helps me capture those natural, relaxed moments. But your unique experience might be different. Maybe it’s a luxurious studio space with a coffee bar and comfy seating for parents. Or perhaps you offer a concierge service to help with everything from wardrobe selection to artwork installation. Whatever it is, make sure it aligns with your brand and target client. Check out this article from Clickin Moms all about preparing for a lifestyle newborn session in a clients home.

Educate Your Clients

Positioning yourself as a trusted expert is another effective way to stand out as a newborn photographer. When I really started educating my clients – and created a consistent experience through automated emails and texts- my sales skyrocketed. By sharing valuable information throughout the client journey, you’ll build trust, showcase your expertise, and provide an exceptional experience that sets you apart as well as prepare your clients for the unknown. Even if they’ve had another baby before and have done newborn photos in the past- this is their first time doing them with you. So it’s vital that you break down every step so they know what to expect. Nothing kills a booking or sale faster than a confused client or one that makes assumptions. Here’s how I break it down at each stage of the process:

Lead Process:

I create informative blog posts addressing common newborn photography questions and share helpful tips on social media about preparing for a newborn session. I’ve also developed a “What to Expect” guide for potential clients and offer a free lead magnet called Pregnant in Boise to connect with likeminded baby vendors in my city. (You can create your own lead magnet just like mine with our Pregnant in {Your City} Marketing Guide!) 

When someone comes through as a potential lead we follow up via both email and text messaging, have the option of online booking and offer complimentary pre-session consultations. You certainly don’t have to do all this! Particularly if you’re an all-inclusive photographer- but informing your leads as to the next steps to working together is key. And following up with them is even more vital- remember these are pregnant women. They’re busy, tired and probably forgot they even sent an inquiry about newborn photography when they woke up to pee in the middle of the night. It’s your job to respond to them in a timely fashion (preferably in 24-48 hrs max) and  if you don’t hear back right away. 

Booking Process:

Once a client books, I provide a detailed welcome packet explaining my process and set up a time for them to come in to plan out/design their session. I’ve created a video walkthrough of my studio and share a timeline of what happens on the day of the shoot as well as from booking to final image delivery. They get a series of emails from me addressing common questions and concerns so they always feel informed leading up to their session with Glean & Co.

Pre-Session Process:

A couple days before the session, I send a preparation guide with tips on feeding, clothing, and soothing the baby. I provide a checklist of items to bring and offer guidance on choosing outfits that complement my style and the items we have available in our client closet. I also share information on the importance of timing for newborn sessions and what time they can expect to be done. 

Side note: I recently had a client tell me that for their first baby their newborn session lasted 5 hours and the photographer had not told them any kind of expected timeline so they assumed it would be around an hour. They were exhausted and overwhelmed, her husband was mad and their baby was cranky. She didn’t go back to that photographer for her second baby, despite liking the images, she came to me instead. She and her husband both thanked me multiple times throughout the process for how streamlined everything was and how informed they felt throughout the process. If a 4-5 hr newborn session is standard for you, make sure you tell your clients to expect that so they can arrive prepared. 

Post-Session Process:

After the session, I explain my editing process, what their ordering will look like and order turnaround time. I provide education on different print products and their benefits, share tips on displaying and preserving newborn photos, and offer guidance on choosing images for albums or wall art. If you don’t do in person sales then of course you can keep this part super simple and let them know when they can expect their gallery and a sneak peek (if you do one!) But just like with the lead and booking processes, we want them to know what’s next- because everyone hates that client email wondering when they can expect their images. 

Client Follow-up:

To keep the relationship going, I’ve created a “Baby’s First Year” guide with milestones and photo opportunities. I offer seasonal mini-session information for capturing baby’s growth, provide care instructions for any products purchased, and share tips on incorporating newborn photos into birth announcements or holiday cards. Even though this family may never have a newborn again, they all have friends who are having babies too and word of mouth referrals are king. 

Embrace Technology and Innovation

One of the best pieces of advice I’ve ever received is to start a “done twice” list. Every time I do something more than once, I automate it. This could be anything from an email I need to add to my workflow to a canned text message response or a new questionnaire. The done twice list has saved me So. Much. Time.

Embracing automation can help you stand out as a newborn photographer by ensuring consistent, high-quality service for every client. Before I started doing this, life got in the way more than I’d like to admit. The morning of sessions I’d realize I didn’t know what color this client wanted or didn’t know the baby’s name. Automations have saved me time AND money because its one less thing on the to do list for each client and they’re all sent in a timely fashion so they have the information before they know they need it. 

Provide Exceptional Customer Service

In a world where many businesses are automating everything, (and I just told you how much I’ve automated mine!) clients still want to feel special. Yes the email is templated- but you can absolutely go in and add personal details like the baby’s name or a detail from a phone call or message you’ve had from them. Going above and beyond in customer service is a powerful way to stand out as a newborn photographer in a crowded market.

I offer flexible scheduling to accommodate unpredictable newborn timing, provide a client closet for session outfits, and follow up with a thoughtful gift after the session. These little touches of personalized care have turned my clients into raving fans who spread the word about Glean & Co.

Wrapping It Up

At the end of the day, what makes you special as a newborn photographer is, well, you. Your unique combination of skills, personality, and vision is what will set you apart in a crowded market. Don’t be afraid to let that shine through in every aspect of your business.

At Glean & Co, I’ve found my niche in creating light, bright images that capture genuine family connections in a studio setting that feels like home. But your special touch might be completely different – and that’s what makes this industry so wonderful. There’s room for all of us to shine in our own unique ways.

Remember, you don’t need to implement all of these ideas at once. Start by focusing on one or two areas where you can really make your mark. As you grow and evolve, you’ll naturally find more ways to stand out and attract your ideal clients. It’s taken me 7 years to create all my email templates and SMS workflows, questionnaires and guides, so if all this feels overwhelming know that once you know your mythical muse (and you can find yours by taking the quiz right here!) You can buy all these templates and more. In your voice, completely ready to go so you don’t have to wait 7 years to have it all in place.