169 - Playing the Long Game: Turning One Session into a Lifetime Client with Allison Tyler Jones

Most photographers are obsessed with getting new clients. We pour time, money, and energy into marketing campaigns, social media, and chasing the next lead—while the best clients we’ll ever have are quietly sitting right in our database.

In this solo episode, ATJ flips the script on the “always looking for the next client” mindset and shows you what happens when you stop chasing new and start nurturing next time. 

You’ll learn how to design a portrait business that doesn’t depend on constant lead generation, but instead thrives on deep, ongoing client relationships built over years.

From the very first phone call to the final installation, Allison shares exactly how her studio creates the expectation that clients will return by having a long-term plan for them to do so. 

You’ll walk away knowing how to:

• Set the vision early so every client understands this is the beginning of a relationship, not a one-off session
• Create continuing projects—albums, wall galleries, and holiday cards that grow over time
• Design “big years” and “continuation years” to keep clients engaged without overwhelming them
• Communicate like a true expert and lead your clients with confidence instead of following their cues
• Build systems to track milestones, plan ahead, and stay top-of-mind all year long

This isn’t about hustling harder or discounting to stay busy. It’s about building a long-term, profitable, joy-filled business—one that grows through legacy, loyalty, and relationships.

Let’s do it!

ATJ & The ReWork Crew

Episode Highlights:

• Expect the return. Your business follows your expectations. If you design for one-time sessions, that’s what you’ll get.
• Set the vision early and repeat it often. Every interaction is a chance to remind clients that this is the start of a long-term collaboration.
• Serve, don’t chase. Your best clients already love you. Stay in touch, anticipate their needs, and make their lives easier.
• Create continuing projects. Every wall portrait or album is a chapter, not a one-off.
• Be the expert. Great clients want someone to lead. Take responsibility for their family legacy like a trusted advisor.
• Don’t panic when they stray. Clients who experience true excellence will always come back when it matters.

Key Takeaways:

• The crucial mindset shift from “grateful they came once” to “expecting them to return”
• How to design every touchpoint for long-term relationships
• Simple ways to re-engage past clients using genuine service, not gimmicks
• How to use consultations and sales appointments to plant seeds for “next time”
• The concept of continuing projects—albums, galleries, and holiday cards as ongoing stories
• Structuring your business around “big years” and “continuation years”
• What to do when loyal clients “cheat” with another photographer—and how to handle it with grace
• Why the best clients crave leadership, not discounts
• How to become part of the rhythm of your clients’ lives

About Allison Tyler Jones: A portrait photographer of 20 years, creating unforgettable

wall art for loyal clients who return to her studio year after year. ATJ has built a sustainable business doing what she loves for clients she loves. She has also spent the last 16 years speaking, teaching and inspiring portrait photographers around the world to create their own businesses based on their unique strengths while creating value for their clients. As the host of the ReWork podcast she aspires to help other portrait photographers transform their businesses into sustainable, profitable and enjoyable enterprises..

From one portrait session to a lifetime legacy—how to build a business clients never outgrow.

Click here to listen!

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