When you meet a potential client for the first time, and they ask you about your photography style, what do you tell them? Do you fumble for words and then pull out your phone to show them pictures of your work instead? Do you get stuck using the typical buzzwords like “light and airy” or “dark and moody?”

The ability to share a distinct, evocative, deliberate answer both in-person and online signals to potential clients that you know exactly who you are — and this is a ridiculously attractive quality in business and humanity in general. We like to work with people who understand exactly who they are and who they’re not.

Distilling the aesthetic of your images into words doesn’t just tell potential clients what your art is, it also clearly expresses what it isn’t.

By nailing down words that encapsulate your signature style, you can attract clients who will thrive in your care and repel the ones who aren’t a perfect fit, saving yourself from the anxiety brought on by unhappy clients. And working with clients who not only understand but truly embrace your style will elevate your art, as well!

Check out the list of descriptive words below, and write in a journal, planner, or even just on a sticky note the words that really capture your approach to photography. But, remember: all of these words are positive, aspirational choices meant to bring out an emotion. Some clients are searching for “conventional” while others are on the hunt for “eccentric.” Some want “laid back” and some want “posed.” One isn’t objectively better than another, but one of them is better for you. Be true to that.

Just because you are drawn to a word doesn’t mean it defines your work. Choose only the words that describe your work right now, not what you hope it might become someday. Be honest with yourself and your clients, and don’t worry! You can always update!

WHICH OF THESE WORDS DEFINE YOUR STYLE?

Elegant
Romantic
Ethereal
Silly
Minimalist
Conservative
Uplifting
Delicate
Serene
Eccentric
Spontaneous
Provocative
Authentic

Classic
Relaxed
Conventional
Earthy
Lavish
Shadowed
Contemporary
Relatable
Extravagant
Joyful
Stormy
Commercial
Stylized

Energetic
Individualistic
Detail-oriented
Tranquil
Brilliant
Meticulous
Posed
High contrast
Bold
Stirring
Provoking
Vivid
Dynamic

Nostalgic
Sophisticated
Ornate
Easygoing
Muted
Quirky
Fresh
Passionate
Delightful
Dramatic
Adventurous
Soft
Gentle

Now let the words that honestly capture the soul of your work be your guide, and add any other words that sprang to mind! Use them in your About Me, blog posts, and social media captions. Use them in those first coffee shop meetings with clients and when replying to query emails from potential clients.

Use them to capture imaginations and delight kindred spirits.