From Craigslist to Martha Stewart’s Best Of List: The Power of Getting Published

by D'Arcy Benincosa

From marketing her business on Craigslist to being featured on Martha Stewart Weddings Best Of list, Abby Jiu is a true inspiration to all of us wherever we are in our journey. On this episode Abby and I dive into the intentional strategy that landed her many publications features and luxury weddings and we outline a few tactics you may not have heard before. Let her transformation story be your kick in the butt to get.your.work.seen and submit!

About Abby Jiu:

Abby Jiu began her career as a fine art wedding photographer in 2009. In the intervening years she’s been named a top wedding photographer by Martha Stewart Weddings, and her couple’s days have been featured in People, Brides, The Knot, Over the Moon, Washingtonian Weddings, and Inside Weddings.

Her signature high fashion aesthetic makes her one of the most highly sought after photographers around the world for discerning couples and wedding professionals alike.

The Formula for Getting Published:

Always think about the WOW-factor elements that are viral-worthy
Capture the cake in daylight
Research how specific publications lay out their photos and tell the story that way to make an editor’s job easier
Stay ahead of trends and think outside of the box
Less perfect details, more photojournalistic, candid photos are what couples are craving these days.
Use my FREE Publication Submission Templates to submit to publications in less than 10 minutes!

The Key to Getting on “Best Of” Lists:

Submit to publications often so editors get to know your name and work.
When you get published, create a marketing plan around that. Get vendors on board to get as many comments and shares on the feature.
Foster relationships with the editors as much as possible.

Strategies for Marketing and Growth:

Utilizing new platforms (oh hey, TikTok) or marketing techniques is the fastest path to growth. Those who were active on Instagram when it first started are those with the biggest platforms.
Forming Relationships – Don’t always go after the big planners. Establish relationships with planners at the same level as you and grow together. Don’t just rely on them to refer you. You can refer them too!
Don’t put all your eggs in one marketing basket. If your business is built off of planner referrals, you never know when a planner will close their business.
Make a list of what qualities your ideal clients will have and then use this list to hone in on where and how you market to them. What publications do they follow? Do they like adventure or more editorial styles?
When you’re working with your ideal clients you’re able to serve them better.
It can feel scary to niche down, but it allows you to speak to our ideal client more clearly so they feel like they belong.

Starting an Associate Team:

If you’re getting inquiries for slightly smaller budgets or dates you’re already booked on, it’s time to bring on an associate!
Nervous about handing over the reigns? Be the second shooter for your associate’s first wedding or two!
Worried you’ll train them and they’ll leave? Find out what motivates your associates so that you can give them that and they’ll want to stick around.

How You Can Up-Level Your Client Experience:

Have everything steamlined (but also personalized) from proposal, contract, invoice, gifts, questionnaires, all the way through to their anniversary!
Bring on a team to help you serve your clients in the best way possible. Not great at email? Don’t want to drop the ball? Hiring a VA might be the best thing for your client experience.
Ask your clients for photos of invitations, venue, etc. and place them in a folder so you can conceptualize and plan your masterpiece images far in advance.
Know what’s important to your couple so you can capture their vision as well.