Ghosted by Wedding Couples? How To Warm Up Cold Leads

Ghosted by Wedding Couples? How To Warm Up Cold Leads


Ghosted by Wedding Couples? How To Warm Up Cold Leads

“Hey! I’ve a problem (which could be seen as a good problem to have, but a problem nonetheless). For most of my wedding photography life I’ve got most bookings via Instagram and word of mouth/referrals etc. When enquiries would come in they’d be warm, ready to go leads. In the last 6 months I jumped to page 1 on Google for a bunch of terms and locations which is great having languished in the Google backwaters for years (a long slog to get there but mega chuffed!) and I’ve seen a HUGE uptick in enquiries. However, most of the leads are cold leads and my conversion rate has nosedived. Any idea how to approach cold leads vs warm leads? Is it natural to have a terrible conversion rate – I used to convert around 30-50% of leads, now I’m at about 10%! Anyway, any ideas/tips would be ace!”

Ghosted via Google

“This transition is crucial, as it’s your opportunity to deepen the relationship, personalise your approach even further.”

Hey Ghosted via Google,

First off, congratulations on your SEO victory! Climbing to page 1 on Google is no small feat, especially in the highly competitive world of wedding photography. It’s clear you’re doing a lot right to get noticed in such a crowded market. Now, let’s tackle the challenge at hand – transforming those cold leads into warm, enthusiastic bookings and banishing the feeling that you are being ghosted by wedding couples.

Understanding Being Ghosted By Wedding Couples

Being “ghosted” means you’ve sent a proposal or responded to an enquiry and potentially hosted a Zoom call or met up with the couple and then… silence. The potential clients, who seemed interested at first, don’t reply, leaving you wondering where things went wrong. It’s frustrating, especially when you’re passionate about your work and eager to help couples capture their special day.

Transitioning a Lead from Cold to Warm

A cold lead is someone who has shown initial interest, perhaps by making an enquiry through your website or responding to your online presence without any prior interaction or emotional investment in your brand. They’re essentially “window shopping” and might be considering multiple options. When this lead begins responding to your follow-ups, asking more detailed questions about your services, or expressing specific preferences for their wedding photography, they’re warming up.

This shift indicates a growing trust and interest in your expertise, moving them closer to a booking decision. The difference between cold and warm is significant; a warm lead is more engaged, more responsive, and has moved from just considering options to actively seeking a connection with you. They see potential in your services to fulfill their wedding day vision, marking a pivotal point in the sales process. This transition is crucial, as it’s your opportunity to deepen the relationship, personalise your approach even further, and solidify their decision to choose you as their wedding photographer.

Tips for Warming Up Cold Leads

  1. Personalise Your Response: Even with an influx of enquiries, try to personalise your responses. Mention something specific from their query, or reference their venue if they’ve included one. This personal touch can make all the difference.
  2. Quick Response Time: Respond as quickly as possible to enquiries. In a world where everyone’s competing for attention, speed can set you apart.
  3. Showcase Your Expertise: Share links to specific galleries on your website that match their style or venue. This not only demonstrates your experience but also helps them visualise what you can do for them.
  4. Educate, Don’t Just Sell: Offer value in your communication. This could be tips for a smoother wedding day, lighting advice for their venue, or just general guidance. You’re not just selling a service; you’re positioning yourself as the expert who can solve their problems.
  5. Follow-Up, but Don’t Pester: If you haven’t heard back, a gentle follow-up email or message can show your genuine interest. However, balance is key; you don’t want to come off as pushy.
  6. Utilise Reviews and Testimonials: Share testimonials or direct them to your reviews. Hearing about positive experiences from other couples can significantly warm up a lead.

Ghosted by Wedding Couples

How To Warm Up Cold Leads


Set a deadline – when dealing with a warm lead, set a day for when you will hold their wedding date until and then make a note in your calendar to follow up then if needed. It feels less cringe to go in with, “Would you like me to continue holding the date for you?” than “Just checking if you have made a decision yet?” It also gives them a very easy way to say they have gone with someone else and you can close the enquiry rather than sit with the feeling of being ghosted.

Boosting Conversion with “Famous For a Fortnight”

Now, let’s not overlook a gem in our arsenal – “Famous For a Fortnight.” This online class is tailored specifically for wedding photographers like you, focusing on nurturing warm leads and adopting strategies to stand out above the competition. It’s designed to minimise ghosting and maximise interest and engagement from potential clients. By implementing the class’s strategies, you can create a connection that makes clients more likely to respond and engage. Check it out here: Famous For a Fortnight.


Adjusting your approach to handle cold leads differently from warm leads is essential. With cold leads, your goal is to build trust and demonstrate value, turning that initial lukewarm interest into a burning desire to book you for their wedding. Remember, each enquiry, whether cold or warm, is an opportunity to showcase why you’re the best choice for their big day. Marketing is a lot like fishing, the wider you cast your net, the less relevant fish you will catch so it’s to be expected that your conversions are lower. With patience, personalised engagement, and a dash of your unique charm, you’ll see those conversion rates climb back up.



Drop me a note with any industry issue that you might have and I will do my best to offer up some advice.

After a couple of decades as a wedding photographer, the chances are high that I will have some experience that might be relevant or have some insight into what your best course of action could be

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