Podcast Summary: "Not Getting Bookings? Practical Steps to Change That Today with Ben Hartley"

The Heart & Hustle Podcast – Ep 465 (Released Dec 30, 2025)
Hosts: Evie McLeod & Lindsay Roman
Guest: Ben Hartley

Episode Overview

This high-energy episode features renowned photography educator and entrepreneur Ben Hartley, who joins Evie and Lindsay to tackle a challenge faced by many creative entrepreneurs—how to get more bookings when inquiries run dry. Although the conversation is rooted in photography business advice, the actionable insights, mindset shifts, and marketing tactics Ben shares are relevant for any service provider. The episode covers: website portfolios, fast inquiry responses, AI tools, lead generation tactics, social media presence, client boundaries, promotional offers, and the strategic use of Google reviews.

Key Discussion Points & Insights

1. Ben Hartley's Background & Journey (07:52–16:14)

• Who is Ben Hartley?

  • Wedding photographer and educator for 15+ years, founder of Style & Story, podcast host, and family man with three kids and a wife, Leslie.

• His Business Evolution:

  • Started in small-town ministry, shifted from video production to photography out of necessity (“I picked up a camera to start photographing in order to essentially get Leslie and myself someplace different.” 12:24).
  • Built and scaled a large photography team before realizing the need for boundaries and family balance, eventually moving to Florida and scaling back.

Notable quote:

“I think a lot of photographers … eventually they look around and realize what they've built is like prison walls.” (14:14, Ben)

2. Building a Booking-Optimized Business

A. Website & Portfolio Consistency (20:04–21:14)

• Your chance to make an impression is under a second.
• Inconsistent, outdated, or mixed-style portfolios send red flags to buyers.
• “You haven’t updated your portfolio … it just communicates risk and breeds distrust. Right now in 2025, we are probably at the highest peak of risk aversion… Buyers, they need safety, they need trust.” (20:23, Ben)

B. Super Fast Inquiry Response (21:55–26:30)

• Data backs up speed to reply—responding within 5 minutes increases likelihood of booking by 21x.
• Auto-responders are not enough; meaningful, authentic replies are crucial.

C. Leverage AI & Templates (24:46–28:08)

• Ben uses custom-trained AI to automate, personalize, and promptly send inquiry replies in his voice, prepping expectations for a follow-up video text.
• “I have built out an AI tool that does this for me...within a five to seven minute window. It will respond with a customized, tailored to my tone, my voice, my language…” (25:32, Ben)

D. Texting Inquiries & Setting Boundaries (29:09–35:04)

• Fastest personal connection wins bookings—Ben uses video text messages immediately.
• For boundaries: He keeps an “office line” (e.g., Google Voice) separate from his personal number.
• “You have to be willing to then establish a boundary afterwards. And probably most people don’t want to do that… I have no problem just saying like, 'Hey, I'm on vacation...text the office number.'” (32:15, Ben)

E. Showing Up Consistently on Social & Beyond (22:57–23:52)

• Most photographers post once or twice about an offer and expect results—3% may see a post.
• Need to “show up far more” and get over fear of being annoying: “If you are annoying someone, that person wasn’t gonna hire you anyhow…” (23:08, Ben)

3. What If Bookings are Dead? Generating Leads Fast (41:23–47:07)

Three Primary Fast-Lead Strategies:

1. Paid Ads—Expensive and require patience/testing; “Expect to spend at least $1,000 and maybe get results. Maybe.” (43:14, Ben)

2. Promotional Event or Irresistible Offer

   • Requires a truly exciting (not tiny) incentive and clear, compelling reason (“It has to be an insanely good deal. If you want leads fast.” 44:20, Ben)
   • Must have a reason, time limit, and scarcity to avoid brand “devaluation.”

3. Manual Outreach/Cold DMing—“Knocking on doors,” providing value, not just pitching:

   • “If you DM 100 people a day … maybe one out of a hundred will reply back and say thank you. And that is now my foot in the door.” (45:14, Ben)

4. Wedding Trade Shows (especially for photographers)

   • Old-school but high-impact: “The more that AI ramps up, the more valuable your face becomes… People want to buy from people.” (47:03, Ben)

Mindset note:

“Far too many people want things fast and they've got very low standards for themselves. They have high expectations. They have low standards. They're unwilling to do what it takes…” (42:26, Ben)

4. On Promotions, Discounts & Ego (47:08–51:29)

• Don’t worry about “brand devaluation” if no one’s buying:

  “You don’t have a brand … how are you going to devalue something that no one's buying?” (47:29, Ben)

• Promotions only harm when you make them a habit/unlimited or offer them without a reason.
• Ego often stops people from taking needed action:
  • “Ego is the Enemy”—Book recommendation: Ryan Holiday.

5. THE Google Review Strategy (51:30–65:00)

Why Google Reviews? (52:59–53:59)

• Google is the top, trusted review site—more visible for SEO and valuable for booking trust than Facebook, WeddingWire, Yelp, etc.
• “Google is the arbiter of truth … that is where I would be, I’d be building them up… The more that reviews speak to Ben and not Ben’s images, the better.” (53:59, Ben)

How to Ask for Reviews—Timing & Method (56:05–62:58)

• DO NOT: Wait till after you deliver the full gallery—excitement fades, more nitpicking, fewer/bad reviews.
• INSTEAD: Ask at the climax—right after the shoot/wedding, when delivering a sneak peek during emotional high.
  • Tie it to a meaningful “give” (reciprocity):
  • “As a small business owner, a single review can make the biggest difference. ...It would mean the world if you would share about the experience.” (58:29, Ben)
  • Direct link, specific ask (“review the experience, not just the photos”).

Psychology & Tactics

• Give one single call to action/link. Don’t split attention (“drop off” increases if you offer multiple review platforms).
• Acknowledge not everyone will do it; that’s OK.
• Frame your request personally and with gratitude. Let clients know how much it matters.

“You want to ask for the review at the highest point of gratification—the climax of the experience.” (56:43, Ben)

Results

• After years of testing, Ben reports the “sneak peek” review approach yields higher quantity and quality (“Not all reviews are created equal… what they're saying, is it a five-star review?” 63:51, Ben).

Notable Quotes & Moments

• On letting go to grow:
  • “If you want to grow, you’ve got to let go of the reins… Someone can do it better than you.” (17:50, Ben)
• On boundaries and connection:
  • “Whoever is the fastest at creating personal connection will separate themselves…” (29:45, Ben)
• On trade shows and being present:
  • “The more inauthentic … content machines keep getting produced … the more valuable your face becomes.” (47:03, Ben)
• On ego vs. results:
  • “Don’t stop doing the right thing in order to appease the lowest common denominator.” (55:17, Ben)
• On reviews and their timing:
  • “The reviews tend to be a lot better too, because they're like, ‘please, take all the time you need, you just obsess, here's my review, you're the best’.” (62:18, Ben)

Timestamps for Key Segments

• 00:00–04:06 | Intro, Ben’s Garage Vibes & Humor
• 07:52–10:23 | Ben’s Backstory: Small towns, video, family, photography
• 13:07–16:14 | Building and scaling back the team, boundaries
• 20:04–21:55 | Website/Portfolio Consistency—First Impression
• 21:55–24:46 | Speed of Inquiry Response & AI Tools
• 29:09–35:04 | Personal Connection via Text/Boundaries
• 41:23–47:07 | What to Do When Bookings are Dead
• 47:08–51:29 | Promotions, Brand Value, & Ego
• 51:30–65:00 | Deep Dive: Google Reviews—Why, When, How

Resources & Where to Find Ben Hartley

• 30 Creative Ways to Get Clients – Book Solid “Blitz”:
  • sixfigurephotography.com/blitz
• Podcast: Six Figure Photography Podcast

Tone & Takeaway

Expect humor and straight talk (“Delulu is the Sululu!”), actionable advice, and some loving, fire-under-your-butt truth. Ben is equal parts strategic, innovative, and no-nonsense, challenging listeners to raise their standards and do the work.

If you’re struggling with bookings, this episode offers both mindset and tactical shifts that can help you change your results—today. Whether it’s tightening up your portfolio, responding lightning-fast in a personal way, running a creative promo, showing up more, or getting rave Google reviews, the tools are all here.