The Ultimate Guide to Selling Wedding Albums: Insights from Folio Albums and How Light Blue CRM Can Boost Your Sales

For many wedding photographers, capturing stunning images is just the beginning. Turning those beautiful moments into tangible keepsakes—like a wedding album—can be a challenge. Despite the clear value of printed albums, many photographers struggle to make album sales a substantial part of their business. This can be due to discomfort with the “hard sell” approach, uncertainty about when to introduce the idea of an album, or a lack of a structured workflow that ensures consistent follow-ups with clients.

That’s where Milly Pleyer from Folio Albums comes in. In a recent interview, Milly shared invaluable insights into what they’ve dubbed “The Ultimate Album Workflow,” a strategy that empowers photographers to naturally integrate album sales into their client journey. The best part? It’s all about education, timing, and using the right tools—such as a CRM for photographers like Light Blue—to make the process seamless and effective.

Why Selling Albums Shouldn’t Be a Hard Sell

One of the biggest misconceptions about selling wedding albums is that it requires a pushy sales pitch. However, Milly emphasized that the key is to educate your clients on the value of printed albums from the outset. Wedding albums are more than just a product; they’re a timeless keepsake that preserves the story of one of the most important days in a couple’s life.

“The power of print is the bit that changed the mindset for me, it’s understanding what the problems are if we don’t print images for our clients. They are left doom scrolling their images on a device, they aren’t creating nostalgic stories, and their images can be easily lost. These three points are the bit that’s going to sell the album for you.” – Milly Pleyer, Folio Albums

Rather than trying to “sell” an album in the traditional sense, focus on demonstrating the emotional and archival value of printed images. This educational approach can begin at the very first interaction with your clients and continue throughout the wedding planning process. By the time they’re ready to consider an album, they’ll already understand why it’s an essential part of their wedding experience.

The Strategic Sales Opportunities in the Ultimate Album Workflow

“I get to speak to lots of photographers and so I get to find out where those opportunities are and where people are having success. “

The workflow shared by Milly and Folio Albums is designed to create natural touchpoints throughout your client’s journey where the topic of albums can be reintroduced without feeling forced. These moments include:

1. At the Booking Stage

During the initial consultation, while discussing packages and services, mention the option of a wedding album. This is the perfect time to plant the seed by showing them sample albums and explaining how these can be customized to tell their unique story.

2. Before the Wedding

As the wedding date approaches, reach out to your clients with a gentle reminder about albums. This could be part of a series of nurturing emails that offer tips and advice for the big day. By including album discussions in these communications, you keep the idea top of mind.

3. On Delivery of the Gallery

When you deliver the final gallery, it’s an opportune moment to remind clients about the album. They’re likely excited to see their photos and may be more receptive to creating a beautiful, physical representation of their day.

4. Anniversary

The first anniversary is a meaningful time to revisit the idea of an album, especially if they haven’t ordered one yet. Frame it as a way to celebrate their love story and the journey they’ve been on since their wedding day.

5. Annual Christmas Sale Campaign

Finally, the holiday season is a perfect time to offer a special promotion on wedding albums. Many couples might see this as a chance to gift each other something truly special, or to finally get around to creating that album they’ve been thinking about.

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How Light Blue Enhances Your Album Sales Workflow

To make the most of these opportunities, it’s crucial to have a robust system in place that helps you manage your workflow and ensures you’re reaching out at the right times. Here’s how Light Blue’s CRM for Photographers can support each of these key sales touchpoints:

1. Booking Questionnaire

During the initial consultation, you can use Light Blue’s booking questionnaire feature to capture your clients’ interest in albums from the outset. This helps you tailor your future communications to their specific preferences.

2. Storing Preferences in a Field & Grouping Weddings by Interest Level

Use Light Blue’s custom fields to store album preferences, allowing you to group clients based on their level of interest in albums. This way, you can easily filter and target those who are more likely to make a purchase.

3. Add-On with Contract

Light Blue allows you to offer album add-ons directly within your contract, making it easy for clients to opt in from the start.

4. Series of Nurture Emails Leading Up to the Wedding

Create a workflow in Light Blue that sends out a series of nurturing emails before the wedding, including gentle reminders about the benefits of an album.

5. Final Details Questionnaire

Include a question about albums in your final details questionnaire, ensuring that the topic is revisited before the big day.

6. Tagging Clients Who Haven’t Ordered an Album

Use Light Blue’s tagging system to label clients who haven’t ordered an album, making it easier to follow up with them later.

7. Query for Upcoming 1st Anniversaries

Set up a query in Light Blue to find couples who are approaching their first anniversary and haven’t yet ordered an album.

8. Anniversary Email Templates

Light Blue offers email templates that you can customize and send to clients around their anniversary, reminding them of the album option.

9. Query for Seasonal Campaign

During the holiday season, use Light Blue to query clients who haven’t purchased an album and target them with a special offer.

10. Email Templates for Seasonal Campaign

Leverage Light Blue’s email templates to quickly send out a polished and persuasive seasonal campaign.

Ready to Transform Your Album Sales?

By following “The Ultimate Album Workflow” and utilising the powerful features of Light Blue, you can transform album sales from a daunting task into a natural and integral part of your photography business. To help you get started, we’ve compiled a complete guide that includes all the templates you’ll need to streamline this process.