The coaching business is booming like never before. These days, business, wellness and life coaches are taking on the role of financial advisors, nutritionists and psychologists. However, the term "coach" is not legally protected. As a photographer for coaches, I have been working for years with people who are absolute specialists in their field with countless training and further education programmes.
Professional presentation on social media and the internet is becoming increasingly important, particularly due to this wide-ranging use of the term coaching. Professionalism and authenticity are becoming more and more important in order to differentiate yourself from other coaches in front of your target group. This is where the art of phototelling comes into play - a form of photography that not only takes photos, but also tells individual stories.
Photographer for coaches: What is phototelling?
Phototelling is much more than capturing moments; it is the art of using images to tell stories. Of course, every picture tells a story in some way, but in phototelling, series of pictures are optimised by skilfully staging the subject. In contrast to snapshots, snapshots and conventional photo shoots that present a person or a brand, here we work with entire sequences of images.
Visual elements reflect the identity and message of a coach. In contrast to product-based offers, a coach must pay a great deal of attention to establishing an authentic and at the same time professional connection to the following on social media. The aim is to tell a story with which the audience can identify emotionally and thus create an authentic emotional connection with the viewer.
Dream clients are the people who themselves are the exact definition of the target group in marketing. Phototelling gives self-employed clients the chance to get a precise impression of the coach within a very short time through pictures. In the same way, lasting interest is aroused in the people for whom the offer is made. The more detailed and accurate the story is told, the more precise the customer base of followers will be.
Although I am not a coach myself, I am ultimately self-employed. On my website you will find the complete phototelling of my services and my lifestyle - business photography in Frankfurt and on Mallorca. People who can identify with the locations, the image style and my clothing style are my ideal clients. And that's exactly who I get in touch with through the pictures on my website.
Effect and area of application of phototelling
The impact of phototelling in the coaching world is multi-layered. By creating a visual identity, we give the coach an unmistakable personal touch. This is essential in the coaching business - the market is so oversaturated that clients often decide less on qualifications and more on likeability. Of course, coaching is all about interpersonal skills, but if you don't have the right core competences, likeability won't help. Through phototelling, we allow the communities on social media to choose not only according to first impressions, but also according to a realistic assessment of expertise.
Phototelling therefore supports the presentation of skills and expertise. Images that show the coach in action not only convey professional qualifications, but also their own passion for their work. In my case, this is often the camera or sometimes the laptop, my main tools as a photographer. This deliberate staging allows coaches to emphasise their personality and present themselves in a way that appeals to their target group. These images can be used on websites, in social media and in marketing materials.
Collaboration with storytelling
Phototelling and storytelling are both powerful tools that go hand in hand in digital marketing. The purpose of the image is to captivate the viewer and encourage them to study the caption on social media or the text on the website more closely. This text, in turn, serves as the hook that motivates potential customers to make an initial enquiry. As a photographer for coaches, I always work closely with my clients to emphasise their qualities through visual elements.
The demands on these images are therefore not just aesthetic in nature, and with each new shoot we take the time to understand the background and approach of the coaches. Images can show the coach in different contexts - during coaching, at seminars or in personal moments. This mix of visual elements creates a comprehensive narrative that fully portrays authenticity and professionalism. In addition, images can also serve as visual metaphors to emphasise certain concepts or messages.
Photographer for coaches: 3 simple ways to successful phototelling
1. define a clear message
Before starting the phototelling, it's okay to retreat to a quiet place for an hour with a piece of paper and pen. A clear message or story must be defined before you can even begin. A clear message helps to create focussed and meaningful photos in the right setting with suitable props. Questions that help are:
- What emotions should be aroused in the viewer?
- What objects do I need to carry out my coaching?
- What is the nature of my service?
- Which environment is best suited to emphasise my qualities?
- Which target group do I want to address, what are their interests and how can I arouse them through outfit, props and location?
- Is my personal brand based on a warm, professional, active or effective vibe?
2. picture series
Image series say more! Instead of individual images that are not in context with each other, series of images should be used to tell a complete story. The images should be arranged in a logical order in order to present a coherent storyline. For example, this could be a chronological illustration of the coach's core competencies or the overall process of the coaching programme in interaction with clients.
3. creative composition techniques
Creative composition techniques help to make images more appealing. In phototelling, there is infinite individual freedom to bring the unique elements of the coaching business to the fore. Playing with perspectives, frames, colours and light is very welcome here. Of course, as a photographer for coaches, I am here to support you with a mood board and image examples.
Phototelling is not just a marketing strategy, but an opportunity to communicate authentically and effectively directly with the target group. A well-chosen image says more than a caption on social media - and a whole series of images more than an entire website. In the world of coaching, where trust and authenticity play a crucial role, the art of phototelling is becoming an indispensable tool. To book a personal brand shoot with me as a photographer for coaches, please enquire via my contact form or book an appointment in my telephone calendar. I look forward to getting to know you!
More from us
You can find more business images and advertising shots in our detailed Portfolio.