In any photography business, communication is critical to creating a strong client experience, right?

But beyond just communicating effectively, one of the most powerful things you can do is build excitement—or what we like to call “hype”—throughout the entire process.

By getting your clients genuinely excited about working with you, you’re setting the stage for a positive experience that they’ll rave about long after the session is over.

Let’s talk a little bit about how we can build hype and use it to communicate better with our clients!

Why Hype Matters in Client Communication

Building hype is all about fostering excitement and confidence.

When clients are excited, they are more engaged, trusting, and positive throughout the entire process.

This doesn’t necessarily mean you need to be overly energetic or something like that, but rather that you create an atmosphere where clients feel enthusiastic about their decision to work with you.

If you’ve learned a thing or two about us here at Shoot and Thrive, you should know that Marshall and I are very different types of people (with plenty of similarities, too!). He is more extroverted by nature, and I am more reserved and introverted – so how we go about “building hype” often looks different, but the end result is very similar.

Know that if this doesn’t feel like something that is authentically you right out the gate, there are ways to do it that don’t just involve being extremely peppy in your interactions!

So, as photographers, we want our clients to feel:

• Excited about the process of working with us and creating their photos
• Confident in their decision to hire us
• Valued as individuals, not just another booking

Let’s dive into how you can infuse hype into your client communication more!!

Tailor Your Hype to Match Your Brand

The way you build excitement should align with your photography brand and personality.

If your brand is bubbly and joyful, your hype might come across in high-energy, enthusiastic messages.

On the other hand, if you’re a more introverted or moody photographer, you might build excitement with a quieter, more understated approach.

Regardless of your style, the key is to make sure your clients feel excited to work with you.

Think Beyond Photography

As photographers, we often focus on our craft and the services we offer…

But…building hype isn’t just about the photography itself.

For instance, as a wedding photographer, I know that wedding planning can be overwhelming for my clients. Even though it has little to do with photography (at least on the surface), I offer advice and guidance on wedding planning in my communication and client guides I share as resources.

These are things that make my clients feel supported in areas beyond photography, increasing their excitement about working with me.

And take extra note – these things also end up making your overall service more valuable, and when positioned right can enable you to increase prices and make more sales!

Tip: Consider how you can add value beyond your core services to keep your clients feeling engaged and excited.

Show Your Passion in All Communication

Genuine excitement is contagious!!

You can certainly think back to a time when someone around you was super excited, and it got you amped…right?

If you’re passionate about what you do, that passion will naturally shine through in your communication.

Highlight the aspects of your work that you’re most excited about.

For example, I love documentary photography on wedding days, and I make a point to talk about this during my consult calls. By sharing my passion, clients become more engaged and are eager to see those types of images in their final gallery.

Tip: Don’t shy away from sharing what you love about your work—it will get your clients hyped too!

Frame Your Communication Positively

Whether through emails, texts, or in-person meetings, always frame your communication in a positive way. Simple touches like enthusiastic language, exclamation points, and responding in a timely manner can make a world of difference.

Example: Instead of saying, “I can send over the photos when I get to it,” say, “I’m so excited to send you these photos—I know you’re going to love them!” Small tweaks like this create excitement and make your clients feel valued.

Stay Prompt and Consistent

Timeliness is crucial in maintaining excitement.

Telling your clients you’re excited to work with them won’t mean much if it takes you days to respond to an email.

Regular check-ins via email or text will keep the excitement alive and show that you’re committed to making their experience a positive one.

Tip: Set reminders for yourself to check in with clients throughout their journey—whether it’s a simple “Can’t wait for your upcoming session!” or an update on progress.

Engage on Social Media (If That’s Your Thing)

If you’re active on social media, use it as a tool to build hype and maintain a personal connection with your clients. Comment on their posts, reply to their stories, and engage with them in a way that shows you’re not only interested in their business but also in them as individuals.

Of course, this isn’t mandatory and you should only communicate within the boundaries you set for clients – but if you are into this, it can be a great way to add more value to the client experience!

Tip: Social media engagement is a low-pressure way to keep clients excited, but only do it if it feels natural to you.

Be a Coach, Not Just a Photographer

Think of yourself as a coach, someone who is there to pump up your clients and guide them through the process.

Your positive energy and encouragement can make all the difference in how they feel throughout their journey. From the initial inquiry to the final gallery delivery, keep the energy high and the communication positive.

Tip: Ask yourself regularly, “Is what I’m doing for my clients going to translate into them feeling excited to work with me?”

Wrapping Up: Hype is the Secret Ingredient

Building hype is about creating a positive, exciting, and memorable client experience.

By staying enthusiastic, communicating positively, and offering support beyond just photography, you’ll build lasting relationships with clients who can’t wait to share their experience with others.

For now, take a moment to reflect on how you can add excitement to your interactions with clients.

Are you making them feel hyped to be working with you?

By keeping these strategies in mind, you’ll build a client experience that goes beyond the ordinary—one that clients will be thrilled to share with their friends, family, and everyone they know.

Want to take your client experience even further? Check out our Client Experience for Photographers course, part of The Photography Business Academy Course Library.

Christian Romans

Chris is a business strategist at Shoot and Thrive and co‑owner of Hand and Arrow Photography alongside his wife. With over a decade of professional shooting experience (and a passion for photography since high school), he helps creatives grow through smart websites & SEO, blogging, branding, and sales strategies. When he’s not behind the lens or refining a marketing funnel, you’ll find him playing guitar, skateboarding, or planning his next adventure—his favorite so far was campervanning around Iceland. Chris holds degrees in Psychology and Philosophy, which inform his human‑centered approach to both art and business.

www.shootandthrive.com