The Art of ‘Show, Not Tell’ & How It’ll Help You Find More Photography Clients

30 Jul

If you’ve ever struggled to put into words what makes your work special, you’re not alone. As photographers, we’re visual storytellers — but when it comes to marketing, we often fall back on generic phrases: “I capture authentic moments” or “I tell love stories.” While those words might feel true, they rarely help you stand out. Why? Because you're telling, not showing.

What Does "Show, Not Tell" Actually Mean?

“Show, don’t tell” is a golden rule in storytelling. Instead of stating the obvious, you reveal the story through details, actions, and emotion. In photography, this means letting your images speak for themselves — showing connection, mood, energy, and feeling through visual cues, not just written ones.

This also applies to other businesses outside of photography. Whether you're a designer, florist, coach or maker, showing your process, results and real client experiences builds trust quickly. Sharing testimonials, behind-the-scenes content or before-and-afters helps potential clients see the value you bring rather than just hear you talk about it.

Here’s two options to pick from to start showing not telling in your business.

Why It Matters for Photographers

Potential clients are overwhelmed with options. They scroll fast, and they don’t always read captions or websites in full. If your images immediately show them what kind of experience they can expect - whether it’s joy-filled, calm, intimate, or bold, you’re building trust without needing to explain a thing.

Strong storytelling through imagery leads to:

Deeper emotional connection
Higher engagement
More qualified enquiries
Easier bookings

How to Use "Show, Not Tell" in Your Photography Business
Option A

1. Photograph With Intention

Instead of directing a couple to “look happy,” create space for a real moment — a shared laugh, a quiet breath, a meaningful glance. These images show love more powerfully than any caption ever could.

2. Curate Your Portfolio Thoughtfully

Ask yourself: what do I want clients to feel when they see my work? Then choose images that reflect that. Consistency in mood, light, and emotion helps your brand speak clearly.

3. Write Less, Say More

In your website and social captions, support your photos — don’t repeat them. If the image shows connection, talk about what the experience felt like or what made that moment special. Avoid buzzwords and go for clarity.

4. Use Client Language

Pay attention to what your clients say after their sessions. Are they talking about how relaxed they felt? How the images feel like them? Use that language to shape your brand message. It keeps your storytelling grounded and real.

5. Let Emotion Lead Your Content

People don’t hire photographers because of your gear or editing style alone. They hire you because they felt something. If your work can create an emotional response before they read a word, you’ve already made a connection.

Showing clients what you offer is more powerful than telling them - 100% of the time. When your work reveals real connection, feeling, clear moments, it speaks louder than just your word. Your wonderful images become the invitation: your ideal people see themselves in your work and want to be part of it. And isn't that the goal?

So pause before you explain. Make your image the conversation. Let your light, gestures, and storytelling speak for you. When your visuals resonate, clients lean in. If you want your work to connect and convert, you need to show, not tell.

Option B

- Start by choosing one feeling you want to be known for. Maybe it's joy, calm, intimacy, freedom.

- Look through your portfolio and pull 3 to 5 images that show that feeling clearly. No words needed.

- Use that emotion as your guide for future shoots. Notice body language, light, energy, and movement that align with it.

- When you post on social media, lead with the image. Then add a short caption that supports the feeling, not just describes it. If you’re blogging, definitely have text (1,500 - 2,500 ideal word count for a blog seems to be the sweet spot) but we shouldn’t need to describe the images, we describe the day.

- Skip overused words like “authentic” or “raw” unless your work makes people feel it. Let your visuals back it up.

People book when they feel seen. When your work reflects something they want to experience, it builds trust without needing a hard sell. This is how you stand out. Show clearly. Share intentionally. That’s the whole game. And aren't games supposed to be fun? (Minus Squid Games obvi).

Final Thoughts

Showing, not telling, builds trust. It helps you attract clients who align with your style, your values, and your way of seeing the world. When you shift from explaining your value to showing it through consistent, emotional, intentional storytelling — that’s when your work truly starts to resonate.

Ready to book more dream clients? Start by showing them why you're the right fit, one image at a time.