4 Triggers to get people through the door

Every photographer faces the same challenge at some point: the slow season hits, the phone stops ringing, and you start to wonder—how do I get more people through the door?

The temptation is real. 

You see others doing mini sessions, half-off offers, or “giving away files” and think: Maybe I should do one of these things too. But before you pull the discount lever, take a breath.

There’s a better way—one that helps fill your schedule and protects (even elevates) your brand. 

Let’s talk about brand-safe triggers—the kind of creative offers and experiences that spark excitement, urgency, and connection withoutundermining your value.

 1. The Experience Trigger: Make it About the Moment, Not the Discount

Instead of promoting “$100 off,” focus on what people actually crave—meaning, emotion, and belonging. 

Launch a limited experience event which emphasizes exclusivity, not price. 

Make sure you limit the amount of sessions to create urgency.

One idea could be special sets only available at certain times of the year and then removed until the next year. Or celebrate family heritage with a multi-generational portrait by offering a handful of legacy portraits for families who wish to honor where they come from.

 2. The Emotional Trigger: Tie It to Life Moments

Your clients’ lives are full of emotional landmarks—kids growing up, new homes, anniversaries, milestones.

Position your sessions as ways to honor and preserve those fleeting stages.

Build urgency around the passage of time, not money.

One example might be a campaign called "Celebrate Your NOW", emphasizing families who haven't had portraits in years as they are waiting for "someday."

Encourage them to stop waiting for “someday.”

 3. The Social Trigger: Community and Belonging

Launch a Local Heroes Project or Mothers & Daughters Portrait Series. I've seen several Women over 40 or Women over 50 Portrait Series offered.

Showcase participants in your studio, social media, or local display.

They’ll share it with pride—and their friends will want in.

This approach not only brings people through the door but deepens community loyalty.

 4. The Story Trigger: Make Sure it Aligns with Your Brand’s Voice

 Whatever the offer, wrap it in a story that feels like your brand.

If your brand voice is elegant, emotional, or editorial, the message should match that tone.

For example:

“Because the years slip by too quickly, we’ve set aside a handful of sessions this month for families who want to preserve this moment forever.”

That’s an emotional invitation, not a promotion—and it keeps your studio’s dignity (and brand) intact.

Finally, Create Desire, Not Discounts!