—— The Leap · Start here ——
Identify Your Ideal Client
Know why you do this — and exactly who it's for. The foundation everything else in your photography business gets built on.
Who it's for: photographers finding their feet — including the ones who haven't booked a single client yet. If you're right at the start, this is exactly where to begin.
£35
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The Problem
Ever sat down to write an Instagram caption, or a bit of your website, and it came out… fine? Polite. Generic. Sounding like every other photographer out there — when you know full well you're not like every other photographer.
Here's the reason, and it's not your writing: you're talking to everyone. And when you market to everyone, you market to no one. Your words go vague because they have to — they're trying to please a crowd.
The problem isn't that you can't write. It's that you don't yet know who you're writing to.
This course fixes that at the root.
What it Is
Your Why and Your Who is a short, guided course that gets two things out of your head and onto paper: why you really do this, and exactly who it's for. Not “families in London”. A real person — what keeps them up at night, what they'd never say out loud, what would make them choose you over the photographer down the road.
You don't fill in a blank template and stare at it. You get interviewed — twice — by Claude (a free AI assistant), using two guided interviews I've built for you. It asks the questions, you talk, and it hands you back your why and your dream client profile, written up properly, in your own words.
Eleven short videos walk you through it — every one under five minutes, because I know exactly how much uninterrupted time you have. And you'll see my own honest first attempt at this from 2017, imagined client and all, so you can watch how far a business travels once it knows who it's talking to.
Do the whole thing in an afternoon. Use it for years.
What You Will Walk Away With
Not a worksheet. A foundation.
Your why, written down — the real one, not the polite one — to anchor every decision you make from here.
A dream client profile so specific you could pick them out of a coffee shop.
Two interview prompts you keep forever — re-run them whenever your business shifts.
Captions, web copy and emails that suddenly get easier to write, because there's finally a real person on the other end of them.
—— How it works ——
Four steps, one afternoon
Buy the course
You'll get the videos, both interview prompts, and the printable resources.
Watch the short videos
Each one tees up the next step; none will outlast your cup of tea.
Open a free chat at claude.ai and paste the first interview
Answer honestly; it does the writing up.
Run the second interview
And walk away with your why and your who, done, in an afternoon.
—— Before You Ask ——
Great Questions, Honest Answers
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No — both interviews run perfectly on Claude's free plan.
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It's the perfect time, honestly. I did this exercise in 2017 with an imagined client — you'll see my actual profile from back then inside the course — and it shaped everything that came after. Start here and you'll skip years of guessing.
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An afternoon, start to finish. The videos are all under five minutes and the interviews do the heavy lifting.
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You could — but you won't get it out of your head and onto paper, and that's where it starts working. The interview asks you the questions you'd never think to ask yourself.
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They will — mine has, more than once in nearly a decade. That's why you keep the prompts: re-run them whenever your business shifts, and your profile evolves with you.