Copywriting for Mary Otañez Photography
Brand Messaging
Image credit: Mary Otañez Photography
Mary Otañez Photography is a commercial and family photographer capturing the strength and beauty of Motherhood in Richmond, Virginia, and beyond.
For real moms and the brands that believe in them, there’s no better photographer than Mary. She manages every detail of production, making people feel comfortable so they can enjoy their photography experience and capture authentic images they love.
The challenge was how to effectively communicate her expertise in both motherhood and branding photography without her copy feeling divided or confusing. We set out to create a clear, cohesive brand message that emphasized the interconnectedness of the work and clientele she loves.
Mary Otañez Photography’s Brand Voice
Warm / Confident / Empathetic / Friendly / Nurturing / Real
Image credit: Mary Otañez Photography
Market Research & Messaging Strategy
Mary’s ideal clients are twofold: moms of young children and small-to-medium-sized businesses that serve moms and children. Her clients are passionate about capturing genuine connections and real motherhood.
Through interviews with Mary and her clients, we discovered that Mary is known for making her clients feel comfortable and empowered — putting thought into every detail to expertly produce easy, enjoyable shoots and high-quality images they can be confident in. We found that her clients deeply value authentic imagery — whether they’re moms who want to look back on everyday moments or brands that want to resonate with real moms. These common threads became the foundation for a cohesive message designed to resonate with moms and brands alike.
Our competitive analysis revealed that many photographers in Mary’s market had impersonal and generic booking processes. We knew that emphasizing Mary’s warm, empathetic approach and focusing on her effortless client experience would set her brand apart in the market.
Image credit: Mary Otañez Photography
Brand Messaging
Based on our research, we developed a brand message that highlights Mary Otañez Photography’s expertise in both motherhood and branding. We emphasized her ability to create a warm and supportive atmosphere for her clients, ensuring a stress-free and enjoyable photography experience. And we focused on the empowering and authentic images she produces, which celebrate the “messy magic of motherhood.”
Mary’s unique selling proposition is, “Capturing real moms and the brands that believe in them” — emphasizing her commitment to documenting genuine moments and collaborating with brands that want to support moms rather than glamorizing their experience.
To further reinforce Mary’s message, we added a brand manifesto to her messaging guide. The manifesto, which begins, “Here’s to the real moms,” articulates her vision for her brand and her passion for celebrating the beauty and complexity of motherhood. With a heartfelt tone and evocative language, the manifesto is designed to resonate with her target audience and create a genuine, emotional connection with prospective clients.
Special thanks to my go-to gal Ellen at Sage House Editorial for her proofreading support on this project!
Image credit: Mary Otañez Photography
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