I'm often told that brides do all their research online and communicate with photographers only by email. And that it's normal to book a photographer based on such minimal interaction:

"Stephen it's no use. They just want a price. It's all about the deal, so I just give them one and hope."

I don't believe it. Or at least, I don't believe it's the only possibility. I wasn't going to start these posts this way, but maybe a simple response to this challenge is useful, something you can use immediately. Anyway, here's how I would reply. Rewrite it in your own words of course, but I hope it helps engage people.

Dear Amy

Thanks so much for your enquiry about your wedding in October.

I'd love to be your photographer if I'm available on the day.

To answer your question, my prices start at $950. Many people spend more, but I can't quote an exact amount without knowing exactly what you need.

For example, are you after a few hours covering a mid-week ceremony? Or a full day with myself and an assistant? Are you looking for digital files or a beautiful Queensberry album? Are you planning a grand event with a large wedding party and many guests? (If you are, you may need to budget for more photography, artwork, and album pages.)

I believe it's very important to get to know each other and discuss your needs. Could we get together over coffee? Or a phone or skype call? Maybe next week if that suits you? I'm not into the hard sell, and I'm very happy to guide you through the choices!

Good luck with your research. If I can help please don't hesitate to call. My contact details are below. If I haven't heard from you within a week or two I'll be in touch.

Thanks again for writing.

Stephen

PS Something very important - you're going to share a long, emotion-filled day (and even the altar!) with a small group of people - your husband-to-be, your wedding party … and your photographer. That's why I'm keen to meet. So you can be sure I'm the right photographer for you - and not a stranger, but a suitable person to spend such an important day with!

To be clear...
1. My goal with this letter isn't to sell the wedding booking, it's to start a conversation (sell a phone call or ideally a meeting) and demonstrate that you're the right person to spend their wedding day with.

2. Asking for pricing isn't an insult, and doesn't mean it's the only thing that matters. Often it's what people ask when they don't know what else to say. I would certainly treat it that way.

3. Boiler plate is never compelling. Use any details they've given you - their names, the wedding date of course, how they know you (a friend? your website?) - to write a more helpful and personal reply. Your email will be twice as effective if you personalise it. In this draft I assumed "Amy" doesn't know me, and hasn't told me anything!

4. I wouldn't just add my contact details, but also my photograph and links to my online resources - my website, blog, Workspace galleries, Facebook page etc. Your picture's worth a thousand words, and social proof engenders trust. Don't use over-hyped language. If you can't imagine saying it, don't write it.

5. I'd watch how people respond very closely. The points the letter makes are obviously important, but the way I'm expressing myself might not be working. Review, revise, try again.

6. If they won't meet, or at least talk on the phone, I personally wouldn't give them your pricing. That is controversial, though, and many brides find it annoying. Here's a series of posts that makes that point very clearly. You can't win them all, but if someone can't or won't respond, or open up in a positive way to a friendly email, then maybe they were never going to be your client. Unless you're the cheapest, and good luck with that. Have fun.

Stephen