Whether you’re reaching out to new clients, brands or publishers, pitching your work as a food photographer can be daunting. The challenge of crafting the perfect way to reach-out, standing out in a crowded market, and effectively communicating your value often leaves even seasoned photographers feeling uncertain.
If you’ve ever struggled with knowing how to approach potential clients or how to deliver your value proposition in a compelling way, this post is your go-to guide. The pro tips from 72 my creator friends, along with my own insights will provide you with a comprehensive resource of strategies that address these common pain points. From refining your pitch to building lasting relationships, this blog post will help you confidently work towards the opportunities you deserve.
If you are hungry to learn about another subjects, make sure to check the previous episodes of my Pro Tips blog series here.
What is their pro tip for pitching?
Before you scroll any further, open your pitching templates so you can take active notes, and then get ready to dive into this inspiring read!
"Be confident. Think of it as like you are the expert and the client needs your help."
Shiela Cruz - CPG photographer and stylist
"Let’s highlight the value and benefits of your service."
Anita Zsirmik - food blogger, content creator
"Never give up. It often takes multiple follow-ups to get an answer. So, if you really want to work with a brand, follow up often enough to stay on their radar but not so often that you appear spammy."
Anja Burgar - commercial and editorial food photographer
"My tip is to start and don’t give up. It can be daunting but once you get started, creating the pitches will become more natural. Set aside time every week to work on your list of who you are going to pitch. Also be sure to send follow up emails even if you don’t hear anything back."
Kristina Cadelina - food photographer, blogger
"Be true to your own style and present that to the possible client. That gives you the opportunity to show exactly who you are as a photographer."
Mikkel Jul Hvilshøj - photographer
"Know your audience: tailor your pitch to the specific needs and interests of the client you are pitching to."
Mika Levälampi - photographer
"
- Research your audience & personalize the pitch: before crafting your pitch, thoroughly research your audience. Understand their needs, challenges, and priorities. Tailor your pitch to demonstrate how your proposal directly addresses their specific concerns.
- Use a storytelling approach: frame your pitch as a story. Use a narrative structure to guide your audience through the problem, solution, and the positive outcomes of accepting your proposal. Storytelling helps create a memorable and engaging pitch."
Melissa - photographer, blogger
Photo by © Jason Wain
"Be enthusiastic, be honest and do your research about the client"
Kamile Kave - photographer
"My pro tip is to tailor your pitch to the specific recipient, highlighting the unique value and benefits of your product or service. Keep it concise, compelling, and focused on the needs and interests of the person or organization you're pitching to."
Sari Spåra - entrepreneur, food and wine photographer, recipe creator
"Conduct extensive research on the brand you are approaching is crucial for effective pitching. Understand their current positioning and identify how your expertise and skills can add value and elevate their brand. Tailoring your pitch to demonstrate a clear understanding of their needs and offering specific solutions showcases your professionalism."
Peggy Cormary - photographer
"Understand your client and customer base and form a pitch that is in line with their needs and voice."
Snorri Guðmundsson - photographer, recipe developer, product development manager in the food industry
"Research your potential client as much as possible. Target particular clients, not just send cold emails/calls, but make it personal. Show them your best but relevant work. If they are asking for business portraits, it wouldn't work if you have only pets and babies, no matter how cute they are. Be friendly and open for discussions, but don't drag your bottom line only to win that client unless you really like the project. Build relationships and follow. The best client is the one that gets back for more."
Milena Ugrinova (Mim) - food and product photographer
"I am super bad at pitching, to be honest. I have to learn to value myself more, so that is a learning point for me."
Maaike Zaal - food- and beverage photographer
"Tell the brand from the outset that you would love to work with them but that you charge a fee (i.e. are unable to work for product payment) because you run a successful business and your work is of high quality and value."
Jane Coupland - food photographer, food blogger
"Show your latest published work or latest shoots. Anything over a few years old, even if it rocks may look desperate. Awards always work though, even if they are from 10 years ago."
Matt Wilson - photographer
Photo by © Matt Wilson
"I pull together a 2-page PDF with my most and strongest images of which the style is that I think will appeal to whom I am pitching to."
Jules Wilson-Haines - photographer, stylist
"Don't be offended if you hear nothing back. Sometimes you may hear back from a potential client that you pitched to, a year or so after the pitch, when the timing is better for them."
Sandy Wood - photographer
"If you knock at 100 doors, the 101 will open for you. There’s no worst-case scenario. You don’t fail - you simply “find 100 ways that didn’t work”."
Natalia Ashton - nutritionist, photographer, author
"Something I learned early in business is to always put your customer first. Don't try to sell them photography. Ask them what they need and how I can help them. Yes my photos will help your business, but how do you want them to help your business? - having this type of conversation and creating this rapport with your customer will create a relationship and trust that will inspire creativity on both ends."
Robert Alvarez - photographer
"Research your clients. Have a look at what other images they have used for their content and suggest improvements. Have a look at their website and see if you will align with their brand."
Leeanne Mason - food photographer, photo chef, food stylist, content creator
Photo by © Leeanne Mason
"I don't usually pitch, my way of getting jobs is by delivering value instead of figures."
Victor Chin - food photographer
Photo by © Victor Chin
"Keep it clear, relevant & honest to the target you're pitching."
Emilie Dorange - photographer, designer
"I usually create 3 different options.
- I have got one which is my favourite, the best one I would like to work on, I give it a cost estimate I think the client would go for.
- Then I create a bad option, which I know the client will not like so much.
- Finally I create an expensive option coz I know the client wouldn't take that one either, so at the end it's likely that they will pick the idea I favour the most."
Tibor Galamb - photographer, director
Photo by © Tibor Galamb
"Emailing! First, take the time to research the company and how you could be of service to them. Once you have this established, write a thoughtful email to the brand, not a scripted email. Showing your care and intention will set you apart."
Mary Turner - commercial food photographer, stylist, chef
"I recommend pitching on a weekly basis to find clients/partnerships and follow up several times."
Emily Miller - food photographer, recipe developer
"Do it regularly and be persistent. Don’t give up when you don’t hear from potential clients. Follow up. And whenever you encounter a rejection view it as an opportunity to find a client that is better aligned with your style, your skills, and your price point. P.S. You are worth being well compensated for your services!"
Murielle Banackissa - food photographer, food stylist, cookbook author and blogger
Photo by © Murielle Banackissa
"its a hard one, I'm constantly changing my pitch because my goals are constantly changing, I don't say it as a bad thing, as a creator you should always be moving and evolving, stay true to yourself and pitch as you are, don't try too hard to impress, be yourself."
Karen Loza - food photographer and stylist
"Share your idea for their brand and their products in the first mail! Tell them what you can create, what you imagine."
Lara Virkus - food photographer
"I am not really good at pitching ;-) . I am more a person for warm contacts and extended conversation with my client to make sure I really do get what they want."
Anoeska Vermeij - photographer
Photo by © Anoeska Vermeij
"Know your worth and don't give your services away. If you are the photographer AND the prop stylist AND the food stylist AND the set designer AND the art director, etc. you should be paid for that work and the shopping/pre-production time it all takes."
Suzanne Clements - photographer
"Find ways to bring value to the person you're connecting with. Whether that's making their life easier, making a meaningful connection, or giving them kudos for something they've accomplished. People like to work with people who make them feel good."
Joanie Simon - photographer
"Always know what you can bring to the table and be able to express it in a way a client can perceive its value. Whether it is your style of photography, your sense of lighting or the fact that you can wear a number of hats, clients like to know what they will be getting in working with you and why they would want to do it."
Aline Ponce & Mike Hulswit - professional photographers
"Pitching is a game of numbers. The more you pitch, the better your chances. So, keep pitching, even though it can be very demoralizing. I always pitch with a short PDF of my best 10 images related to the client/project I am pitching for."
Susi Bálint - stylist, photographer, writer
"Always have your best images readily available, whether in hardcopy or on a tablet, to showcase to the client. Prioritize understanding the client's brand and familiarize yourself with the style of images they currently use. Tailoring your pitch to align with their aesthetic preferences demonstrates thorough preparation and a commitment to meeting their specific needs."
Maxine Lock - photographer
Photo by © Maxine Lock
"Research. Make the pitch as personal as possible. Try to have something to say about the client: ie that you use their product, have eaten there, or have seen something they posted. I sometimes make a specific portfolio for them in Pixieset to link to so I can show relevant work."
Birgit Mayled - photographer
"Every client is not the same so, every pitch cannot be the same either. Do not copy and paste pitches. Take the time to do your homework and create a personalised, custom and compelling pitch that makes the client want to reply to you."
Dyutima Jha - food photographer, food stylist, podcaster
"I'm really a people person, so whatever you gonna say, try to have a good vibe with your potential client. Nobody likes to be sold by a salesman."
Maurizio Previti - photographer
"Center your pitch on crafting a personalized message that demonstrates a profound understanding of the client and their values. Steer clear of generic templates and be authentic in your communication. Show genuine interest in their story, highlight how your product or service aligns with their specific goals, and address how it can uniquely meet their needs. An authentic connection can make a significant difference in capturing attention and gaining the trust of the potential client."
Alessandra Zanotti - food photographer, food stylist
Photo by © Alessandra Zanotti
"Select your ideal clients and send them personalised emails. Tailor your message demonstrating genuine understanding of their needs and values. Showcase how your services align with their business/brand requirements."
Elisa Marina Orani - food photographer
"Network, network and network."
Shwetha Elaina - food photographer and stylist
"I haven't done pitching much, as 99% of my clients are from word of mouth or referred by previous clients so I don't have much to share here. :)"
Anjala Fernando - food photographer, food stylist
"Reaching out to multiple clients is necessary. Regular follow-up is also very important. Pitching should include a short message about yourself, how your photography can be of help to the business, a link to your portfolio and your contact details."
Gouthami Yuvarajan - food and product photographer
"Pitch where you're confident your services reflect a company's mission or aesthetic. Take your time writing a template that can be adjusted and reworked for a particular pitch. Mostly accept that not every pitch is a guarantee of work!"
Anisa - photographer, recipe developer
"First of all, show that you know your business perfectly and what its strengths and weaknesses are. Prepare a presentation, show that you know who your company's customer is and what their needs are."
Monika Grudzińska - photographer, food stylist
"I always include my introduction, an explanation of why you’re a great fit for the company and role, relevant experience and achievements (it is also really good to include a small presentation)."
Alena Prichystalova - photographer, blogger
"Do it. And remember that all those no-s are not personal. They are saying no to cooperation at this time, not trying to make you feel bad."
Veera Rusanen - photographer
"If you see a potential for a project, don’t hesitate to reach out to them."
Sangita Bhavsar - food blogger, photographer, stylist
"Sending an introduction email about my services, following up after a week and calling if possible. If not, trying to attend events for food photographers and pitch directly with potentiel clients. Showing them my work and detailing the services that I propose."
Massiel Zadeh Habchi - food photographer and stylist
"Consider your audience. Focus on your message. Give your audience the right information. Use your numbers and data to tell a story. Land an emotional hit. Keep it short, keep it simple, keep it honest. Involve your team in the presentation. Make sure it looks good."
Carolin Strothe - professional photographer, food stylist, stylist, art director, author
"Be concise and precise. Assume that people don't have time to read long emails, so get to the point. Add the link to your portfolio and always end with a question that can be answered yes or no."
Constance Ibañez - food stylist, food photographer, food event creator
Photo by © Constance Ibañez
"Have a general template to pitch but modify it to gift a personal touch for the prospective clients. Be unique and memorable, and let them know what you like about their brands and why your brands aligned and should work together."
M. Aimee Tan - food photographer, videographer, stylist, content creator, recipe developer
"Have a template that you can customise on hand to make the process quicker, and yet personalize for the client you’re pitching to. Don’t be afraid of no-s, you will get far more nos than yes-s. It doesn’t mean you’re doing something wrong; keep going!"
Lauren Short - food photographer
"Have a pitching calendar and be consistent, pitching at least twice a week."
Marika Cucuzza - food photographer, content creator, recipe developer, food stylist
"Always add a genuine reason why you like that brand/magazine/restaurant. Put yourself in their shoes: do you like when you receive a genuine compliment?"
Roberta Dall’Alba - photographer
"Make it short and to the point, include the most important information that you wish to share about yourself. Include your vision of how you represent this part of photography. Try to convey you style in a way that is convincing and easy to understand."
Liliána Tóth - food photographer
Photo © Liliána Tóth
"There is a lot of advice out there about pitching, and I would recommend seeking specific advice from experts in the field. However, the general and basic advice is one - be brave, start and try!"
Katarzyna Anders - food and product photographer and stylist, recipe developer, content creator, blogger
"To be honest, I haven't got the best jobs from people that reached out to me, it was always the jobs or clients I actively went after that resulted in the best, long term relationships and my most popular work. Make a list of 20 clients you're interested in pursuing and just start there. Do your research and start reaching out, I prefer calling to emails but whatever gets your foot in the door and your name in front of your dream client is good. And most importantly, don't give up after first try. Keep reaching out, show them your value, be friendly, don't push, but show up and let them see the value your work would have for them. Solve their problems. Build relationships. Some people will likely ghost you - however unpleasant that makes you feel, don't take it personally, it happens to all of us at times (and seems to even more often in the last few years)."
Andrea Gralow - professional commercial and editorial food photographer, videographer
"Understanding the client's requirements. Explainin the benefits. Evoke urgency and requirements for timely follow-ups."
Indrajeet Nishad - food photographer and stylist
"Find the correct person in the company to pitch to. The best pitch is worth nothing if it doesn't reach the right audience (and no, the person reading emails arriving in the info@... inbox is not going to pass it on to the correct person)."
Julia Wharington - photographer, videographer, stylist
"When pitching clients, lead with a clear understanding of their needs. Tailor your pitch to highlight how your skills or product directly addresses their challenges or goals. Keep it engaging, and client-focused. Include relevant examples of your work or success stories to build credibility. Be prepared to answer questions and showcase your enthusiasm for collaborating with them."
Anna Janecka - photographer, food stylist
"Know Your Audience:
Tailor your pitch to the specific needs and interests of your target client/market. Understand their priorities, challenges, and goals, and frame your pitch in a way that resonates with them. To enhance your pitch, make sure your pitch includes example of your work, such as a PDF of image curated for that brand. Wherever you can incorporate storytelling elements to make your pitch more memorable. Stories create emotional connections and help illustrate the impact of your proposal."
Darina Kopcok - food photographer, educator
Photo by © Darina Kopcok
"I wouldn't know, because I don't do that, all my clients contacted me."
Mojca Klepec - food photographer
"When pitching the most important is to emphasizing the advantages they will gain from the collaboration. It is more effective than solely focusing on your capabilities. Companies are seeking solutions that align with their business goals and contribute to profitability. Identifying how your skills and services can directly address their needs, enhance their brand, or contribute to their bottom line is the most compelling approach. By demonstrating a clear understanding of how you can help them achieve success, you position yourself as a valuable partner rather than just a service provider offering nice photos."
Melinda Bernáth - food photographer
"CONNECTION
Building a connection or relationship with a potential client can significantly increase the chances of a positive response compared to a cold pitch. Engaging with them through platforms like Instagram DMs or private messages on LinkedIn can create a more personalized and approachable interaction. It's important to approach this connection-building process authentically, demonstrating genuine interest and relevance to their needs. Building a relationship before presenting your pitch can establish trust and increase the likelihood of a positive reception to your proposal."
Anita Zivkovic - food photographer, photography coach
Photo by © Anita Zivkovic
"Ahh. I think, the best pitch is an authentic story, told from the heart."
Terri Salminen - blogger, food culture researcher
"Have a creative and innovative idea that only you can do and pitch that idea."
Harsha Sipani - commercial photographer
"A bit like dating, don't try to sell yourself, but instead be interested and engage in the other person's work and whatever goes on there."
David Pahmp - commercial advertising photographer
"Tag the targeted clients in your social media posts and stories, building a relationship with them first before sending a message or email, that way they’ll be familiar with your work and more likely to offer you opportunities."
Dina Hassan - food photographer, videographer
Photo & BTS by © Dina Hassan
"Regular pitching and follow up I think it’s really important. And also accepting the fact that in average only 10 answers out of 100 we get. Never give up and keep following up until one day you will get an answer."
Monika Jonaite - food- and product photographer, food stylist, recipe developer
"Learn from both good and bad examples:
- Mark all incoming cold emails you ever read / responded to. These were written by marketing geniuses worth learning from, so do not be afraid to adapt their strategies!
- Open your spam folder + DM requests to find real-life examples for failed pitching efforts. Analyse your triggers to understand what elements you would like to avoid using in your pitch: what made you mark these as spam / block the sender? why their message did not resonate with you? what stopped you from responding (even with a no)?
Pitching is not complete after the initial contact: you need an outreach and follow-up strategy. Be prepared, after approaching 30-50 prospects you will start losing control, so I recommend having a system where you can track the whole process, set up reminders and take notes.
You will hear 'no' way often than you will get a "yes", and sometimes you will not even get any response. It's nothing personal! Try a different channel/approach when you reach out again in a couple of months."
Reka Csulak - photographer, mentor
Photo by © Reka Csulak
