Words of wisdom

How to build a portfolio that will attract your dream clients

Written by Melli & Shayne on the 25th May 2021

We can pretty much all agree that our portfolio is one of the most crucial parts of our business. Building it up though, is not always easy; but it’s also not impossible either.

One of the first things we have to do when it comes to building a portfolio to attract a certain clientele is to define that clientele.

In this guide, we’re hoping to not only bring to light just how to attract your dream clients, but give you actionable steps on how to do so. 

Let’s not waste any more time, and get right into it…

Discovering who your target clients are

You need to know who you are going to attract. This is the core of almost all businesses out there (read our post on treating your photogrpahy as a business). But how do you define them? 

Ask yourself The question

Who do I want to attract??

photo by jordan voth
Luxury / High-end clients
photo by the kitcheners
Outdoorsy / free-spirited clients
photo by the hendrys
Classy / creative clientes

Of course, it’s not just limited to those 3 examples above. Take a moment and really imagine who you would absolutely love to be consistently shooting.


Take a pen and paper and start writing things down now, as you read this. You can always scroll back up and catch up on things if you need to.

Let's take an example

But feel free to take this all and apply it to your own vision of your ideal clients. This is more to show you the process of tailoring your business to attract them. Whoever they may be. 

photo by Melli & Shayne
photo by Kreativ Wedding
photo by Chris & Ruth

Who are these brides

“These brides are the adventurous, outdoorsy type who spend their weekends hiking with their partner, their dog(s) and love to talk about it on instagram. They have a keen sense for design & style and believe more in moments than things. They are well educated, work either for themselves or in high-ranked positions and are not afraid to shell out for a decent sushi dinner or a fancy bottle of wine.”

Okay, let's break it down

Based on the description we just gave about our dream client/bride.

They are Adventurous / outdoorsy

  • Goes camping & has camping gear
  • Travels often (work or pleasure)
  • Probably has a tattoo

They like to Hike & explore

  • Hangs out at mountains/forest on weekends
  • Wears Jack WolfSkin, Alpine Sports, Timberland Boots
  • Loves nature & animals

They are active on Instagram

  • Loves to share photos
  • Active with likes & comments
  • Has a following of friends & family

They have dogs/pets

  • Instagram is full of pictures of their pets
  • They treat the pet like a human/child
  • Pet will 100% be present at the wedding

They have decent jobs

  • Works in a managerial position
  • Earns about 100k per year
  • Has her own car

They are well educated

  • Loves to read books
  • Looks after themselves
  • Goes to Gym

Do you Notice something?

By describing & breaking down who our target clients are, we can now start to use this information on building a portfolio & advertising campaigns to reach these clients. It is so darn invaluable to have this ‘picture’ of your dream clients constantly in your mind. 


And of course, what was described above is just one “type” of person. You can make up personas for the same “target group” endlessly. So don’t feel limited, just focus on the main common things they all have.

Great! Now what?

Well, what would you do if you knew exactly  what your target clients are attracted to?


It’s an easy one, I swear… 

Step Two




Get your butt out there

and shoot!

photos by Melli & Shayne

Take all that information that you just discovered about your target clients and set up shoots that are inline with those things. 


You NEED to get a portfolio & social media material that will attract these clients and a lot of people seem to think it’s a Catch 22 situation (Can’t get those clients because I don’t have the content to show, how do I get that content If I don’t have those clients.)


Well, pucker up – because that is absolutely not true. 

The answer is

Styled shoots.

I’m not going to write too much about setting up styled shoots here as we have a whole article on that. But the answer to the question above is simply “Styled Shoots“.


Create that content yourself. Use this to then start booking the real weddings, the real jobs, the real experiences. 

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