Stop 'Just Checking In' (And Do This Instead)

I posted something on LinkedIn a few weeks ago that struck a nerve.

It was about the emails I get seventeen times a month.

"Hey Chris, just wanted to check in. Let me know if you need a photographer for anything coming up."

"Reaching out to see if you have any projects. Let me know if you need anything."

"Hope all is well. I'm available if anything comes across your desk."

The post blew up. Hundreds of comments. Some people agreed. Some pushed back. Some had questions.

So I wanted to dive deeper here and address what came up.

Before we get into it: I'm writing this to be helpful. I promise.

If this reads as complaining or harsh, try looking at it through the lens of someone who's been on your side of the table and is genuinely trying to help.

I've sent terrible outreach. I've gotten ignored. I've felt the frustration of not knowing what to say.

And I've also been on the receiving end of hundreds of these emails, so I know what works and what doesn't.

This isn't about being mean. It's about making you better at getting responses.

Here's why that email doesn't work:

You're asking them to remember you. Think of a project. Match it to your skillset. Then reach out.

They're managing twelve active projects. They don't have mental space to remember what you do or when they might need it.

"Let me know if you need anything" is lazy outreach disguised as politeness.

Translation: "I hope you remember me but I'm not confident enough to follow up with intention."

And I get it. You're trying not to be a pest. You're trying to stay top of mind without being annoying.

But here's the reality: vague doesn't make you memorable. It makes you forgettable.What You'll Learn

Let's be clear about something important: there's a difference between cold outreach and checking in with someone you've already worked with.

If you've never worked together, don't use "check-in" language. That's not a check-in. That's cold outreach disguised as a follow-up.

You don't check in with someone you've never met. You introduce yourself. You make a case for why they should care. You give them a reason to engage.

If you HAVE worked together, a brief check-in is fine. But even then, "let me know if you need anything" still isn't doing you any favors.

A quick "Hey [Name], congrats on wrapping the [Project X] campaign. That looked like a massive production, how did the talent casting process go for that one? Would love to catch up if you have 15 minutes. Here's my calendar: [link]."

The principle stays the same whether it's cold or warm: make it easy for them to engage.

Brief is fine. Forgettable isn't.hat You'll Learn

Here's what works:

Reference something specific about their work or company.

Not generic. Not "I love what you do." Specific.

"I saw you just wrapped the campaign with X brand. That location work was killer."

"I noticed you've been working with a lot of outdoor brands lately. I specialize in adventure lifestyle content."

This shows you're paying attention. Not just blasting the same email to 100 people.

Share something relevant they can use whether they hire you or not.

Send them an article about something they're working on. A resource. A connection.

No ask. Just usefulness.

This shifts the dynamic. You're giving, not taking. And people remember that.

Tell them exactly what you do and when you're available.

Don't make them guess.

"Hey [Name], I saw you recently worked on the campaign with [Brand X]. That mountain location work was stunning—how did you manage the lighting at that altitude? I specialize in outdoor lifestyle content for brands like [similar brands]. Would love 15 minutes to chat about how I could support future projects. Here's my calendar: [link]."

Specific. Relevant. Confident.

You're not asking them to remember you. You're giving them a reason to respond.You'll Learn

I heard this a lot in the comments.

"It's hard to be specific when I don't know what projects they have coming up."

Fair. You don't always know.

But here's the thing: you can still be specific without knowing the project.

You can reference something they recently posted. A campaign they just wrapped. A company move they made.

You can share something useful based on what you DO know about their work.

You can tell them exactly what you specialize in and push for that 15min call!

Specificity isn't about knowing their calendar. It's about showing them you're paying attention. You'll Learn

Yes. It is.

They keep a list. I have a list!

They know whose work they like. They have go-to people for different projects.

But here's what you're missing: they get hundreds of emails. They're juggling a dozen priorities. Their mental bandwidth is limited.

Even if your work is great, if you're not making it easy for them to remember you, you're not getting the call.

Your job isn't just to be talented. It's to be memorable.

And the way you become memorable is by making it easy for them to see your value every time you show up.

Not by hoping they remember you exist.

Some people said, "Sometimes it's just timing. If you email them when they have a project, they'll respond. If not, they won't."

True.

Timing is part of it.

But here's the question: if you're sending those emails to 50 people and 3 of them happen to have work at that exact moment, what about the other 47?

Those generic emails might work when timing lines up. But when it doesn't, they're forgettable.

The approach I'm talking about isn't about replacing what you're doing. It's about increasing the odds.

When someone DOES have a project, they remember YOU specifically. Not just "a photographer."

It's not just a numbers game. It's a memorability game.

Here are some real examples of outreach that works:

Cold outreach example:

"Hey [Name], I saw you recently worked on the campaign with [Brand X]. That mountain location work was stunning. I specialize in outdoor lifestyle and adventure content for brands like [similar brands]. Here's my reel: [link]. Would love 15 minutes to chat about how I could support future projects. Here's my calendar: [link]."

Short. Specific. Confident.

Warm check-in example:

"Hey [Name], congrats on wrapping the [Project X] campaign. Looked like a massive production. What was the hardest part about working on X? Would love 15 minutes to catch up. Here's my calendar: [link]."

Brief. Personal. Easy to respond to.

Giving value example:

"Hey [Name], I saw you posted about working with outdoor brands. I just read this article about trends in adventure marketing and thought you might find it useful: [link]. No ask, just thought it was relevant to what you're doing."

No pitch. Just value.

Stop thinking about outreach as "staying top of mind."

Start thinking about it as "making it easy for them to remember why they should work with you."

Every email is an opportunity to show them:

You're paying attention.

You understand their work.

You're confident in what you do.

You make their life easier, not harder.

That's the difference between someone who gets ignored and someone who gets the call.

This week, pick three people you want to work with.

Find something specific about their recent work.

Send them a short email that references it, shares something useful, or clearly states what you do and when you're available.

Don't ask them to remember you. Give them a reason to respond.

See what happens.

See you next week.

— Chris Whitten