Episoder
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We cover why you need to show up consistently, be consistent in your marketing and have photography that is edited the same so you clients know what they are buying.
How do you do this? Listen to this podcast to find out how to do this while pricing your photography for a profit and successfully running your photography business.
Need a portfolio review? Going the FB group to get a portfolio review to make sure you are drawing in the right clients and not pushing them away.
Here's the episode show notes:
I remember when I first started my photography business and I had a ton of headshot clients coming to me. It was amazing. But the reason they were coming to me and my calendar was getting so booked up, was because my photography was good… and I was charging basically nothing.
Most photographers start their business by charging basically nothing. And while that’s OK for maybe like a month or two, it is not a way to create a business that’s profitable and sustainable.
So let’s talk about how you can create a profitable photography business that can give you the lifestyle you are dreaming of.
I’m talking about how you can book your dream clients and have a consistent flow of inquiries every single month. Sounds amazing right? Maybe it sounds too good to be true, but I promise you it isn’t. You can have this too.
There is one specific piece to the puzzle that must be in place for this to happen. Luckily I know what it is and I’m sharing that with you today!
If you are part of our Facebook community group and then you know that I am serious about consistency in work, so much so that I offer free portfolio reviews once a year in the group.
That’s because consistency in your work is one of the easiest ways to get booked out. When a potential client comes to your Instagram page or website and instantly understands what you do and how you do it, that’s when they are excited to book with you.
On the flipside, if they see a wide variety of styles in the photography, a wide variety of skin tones, a wide variety of lighting, and a wide variety of subjects, that’s when they don’t know what they will get from you and they start booking.
I’ve talked a lot about niche photography, and that just means choosing one thing that you want to be really great at and going after it. You will see on my photo feed @kelliannejordanphoto, that I am a lifestyle Family and Branding Photographer. While I do think that they should be separated in feeds I also know that my branding clients want photos of their families in their feeds and that a lot of my family clients also have personal brand businesses so they do work together.
What you won’t see anymore is my wedding photography. It’s not in my feed anymore, because my clients are typically already married. They don’t need to see my wedding work. And to be honest I don’t want to shoot weddings anymore, so why should I show them?
While I am a lifestyle photographer and have a few different niches, you only see two of them in my feed. My product photography is also something that stays in my stories for the most part and not in my feed.
But here’s where it gets fun, I have a different website for each of my specific niches. If you have a Showit website then this is super easy to do. You can also simply have different landing pages on your current website or your different niches so that you can send people directly to the page that talks all about what they are specifically interested in. This way you show them that you are the best at that one thing.
Let’s go back to consistency. Consistency is all about having the same color tones and editing throughout all of your images. The best way to get the same color tones and editing is by shooting the same at every session. I created shooting rules for every single session that I do no matter what time of day it is and no matter what the weather is like. Because I know how shooting affects my editing, I also know exactly how to get what I want when I am at a session.
Do you want to know how I do it? Here are my secrets. If it is sunny I keep the sun at a 45° angle to my client back lighting them, but keeping the sun out of my lens. I also make sure that there is light reflecting back into their face from the ground (not from green grass). That’s it friend. If I can do this then I know that I’ll be able to edit really well. I also love shooting an open shade. On overcast days I will shoot with the sun directly on their face, occasionally. But that’s only because the sun is going through a giant softbox. And even on these days I tend to stick to my 45° rule more often than not. The only reason I switch it up is for a specific background.
Here’s the thing, I will be launching my behind-the-scenes backstage pass with Kellianne Jordan soon.. I am so excited about this because you are going to see not only how I shoot an entire session, but you will also see all of my editing tricks so that you can do this in your business.
While we’re talking about editing let’s talk about your style. Every photographer has their own style. When you are editing you want to make sure that you have the same settings applied to each image and that you make adjustments to make sure they look correct.
Just like how I have shooting rules I also have editing rules. When I look at my images I want to make sure:
It has some kind of a background and that it’s not blowing out too much,I want to make sure that my skin tones are warm and creamy, I wanna make sure that my images aren’t too heavy in the shadows.If I can make all three of those goals happen then I know that I’ve got a great image. I also occasionally pull up my Instagram feed or my website to make sure that all of my colors are consistent with the rest of my work. Do you do that? It’s a really easy way to make sure that everything is staying consistent.
If you are having trouble with editing in Lightroom and staying consistent then, I’d highly suggest using presets. Presets used to drive me crazy because you apply it and honestly if you’re not shooting exactly how the designer of the preset wants you to be shooting, then you’re not going to get the same look that they had planned because using presets only creates consistency when you have consistency in shooting. And guess what? Every photographer is going to have different shooting rules, different lighting and styles.
How can you go above and beyond for even more consistency? You may choose to make sure that your clients only wear a certain set of colors to sessions so that when you show the images on your website and in your feed everything looks consistent.
I love sending out my style guide to my clients to help them choose the right outfit for their session. While some of them choose to wear reds and oranges, I choose not to show those on my website or in my Instagram. Because I am the artist and I get to decide what people see. They only see what I want them to. And what I want them to see is what I want to shoot more of. It’s also what I want them to know me for.
So what is it that you wanna be known for? What is it that you want to see more of in your portfolio and how can you show that to people now so that they book that specific type of session with you?
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Listen in to this podcast to hear why you should get on board with AI technology, why you should be scared, and why you shouldn't be!
Here's what we cover:
Who should be nervous? Why AI isn’t really AI.What can AI do that will take over our jobs when enough people know how to use it?Which jobs will it replace and should you be nervous?Why we should be excited about AiI.How it will change how we do things for the better.How connecting with real people is the thing we need to do most!What does ai mean for your business?How photographers will be left behind if they don’t take this seriously. You will be left behind if you don't understand what is happening and what you should be prepared for. -
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Streamline your processes and get work done faster. Learn 4 ways to automate your work as a photographer so you have more time to shoot.
As a busy photographer, you know that time is money. That phrase drives me crazy but it’s the truth. Every minute you spend on administrative tasks or editing is time that you could be spending on marketing, shooting, or just living your life outside of work.
That's why having streamlined processes in place is key. By creating a system that works efficiently for you, you can free up more time to focus on the things that really matter - like taking gorgeous photos that make your clients swoon.
Plus, when you have a consistent process in place, you're able to deliver your work to clients faster, which means happier clients and more referrals. It's a win-win!
So, how can you streamline your processes as a photographer? It all starts with taking a step back and evaluating where you're spending the most time. Are you spending hours sorting through emails? Do you dread the editing process? Once you identify your pain points, you can start to find ways to make those tasks more efficient.
Maybe that means setting up personalized auto email responses or outsourcing your editing to a trusted professional. Maybe it means investing in tools and software that can help automate certain tasks.
Whatever it is, remember that the goal is to make your life easier and to give you more time to do what you love. So don't be afraid to experiment and try new things until you find a system that works for you.
And always remember, streamlined processes aren't just about saving time - they're about creating a better experience for both you and your clients. So how can you streamline our way to success?
Let’s start with the pain points for photographers: website design and copywriting, portfolio management, marketing, social media management, client communication, booking clients, prepping for the session, shooting for a fast edit, editing, delivering galleries quickly, following up with clients, getting reviews, getting referrals, getting the clients back in the door for more.
Do any of these sound like pain points to you? Can I tell you a story for a minute? I started Taylr Made Marketing for wedding photographers because I know that if one of these is not systemized then the whole process can stop working. If one of these isn’t working correctly, it could be the piece that stops you from getting booked. Fortunately for you, I know how to do all of these well to get you booked so you are in the right place for help.
How can you streamline each of these? Well let’s take a look:
Website Design and Copywriting
When it comes to your website, having the right site that communicates your brand clearly and effectively and guides your clients to getting booked with you is essential. I remember my first website. It was black with a basic camera logo and my name. I thought that photos popped best on black background, but I didn’t think about my brand. Photos do pop best on black or white backgrounds because the eye isn’t tinted with another color. What I mean by this - if you’ve ever been to a kid science museum and played with the gray scale chart you will see the same gray as darker or lighter based on the black or white around it. This is the same with color images. If your background is green, it can have a magenta cast on your images. So your background does matter. Beyond that, my whole story is about joy and I had a black background. My website was only showing images and didn’t have any personalization to it. It was horrible to say the least. I didn’t know what I was doing. But later I understood that my website was the main thing holding me back. I knew if I could only have a better site, I would stop losing people coming to my site and start booking. I knew this because I was looking at the data of where I was losing people and it was my home page. So
I found a solution. Showit. Showit was designed for wedding photographers and has expanded over the years. Showit has templates perfect for photographers starting out. After you get past the starting phase, you will want to have a custom designed and branded website for your brand. Look for a web designer who can create a custom site, help you find your USP and communicate it clearly through custom copywriting, and who understands how to get photographers booked. Yes, I’m talking about us. This is what we do for our clients. Website and copywriting is one of the few A La Carte services we offer because I know that it is a make-it-or-break-it thing for photographers. We also include the design service for all of our yearly clients and you can find out more about this at taylrco.com.
Showit’s templates can help you right now, where you are at. Many of the designs tell you what type of words should go where to help you get the website up and running super fast. For you copy, I highly recommend taking my free AI ChatGPT course or the full course. I will help you go through the steps of getting started with AI so you can quickly write conversion focused copy to help you get sales. Streamlining your thinking and writing is something that you will want to do for your business.
Portfolio Management:
AI can also help you choose the best images for your portfolio. Ai only looks at technical ability in the photos, but what is more important is the emotion. Show 10-20 images from a variety of sessions that are consistent in style and that speak to 1 client only. Choose images that show joy, laughter, love, tenderness. Go through your images and refresh your portfolio twice a year. If you are new and your photography is getting better and better each month, then switch out your portfolio images with your new style each month. Eventually you will have a consistent portfolio and not need to update it as often. Changing your portfolio after every shoot is not necessary and will take up so much time so stick with it twice a year and your clients will love your work.
Marketing:
As a photographer, marketing is an essential part of growing your business and attracting new clients. But let's be real - it can also be time-consuming and overwhelming, especially if you don't have a plan in place.
The key to streamlining your marketing efforts is to create a system that works for you. Here are some steps you can take to create a streamlined marketing plan:
Set goals: Before you start any marketing activities, it's important to set clear goals for what you want to achieve. This will help you stay focused and ensure that your efforts are aligned with your overall business objectives.Create a content calendar: A content calendar is a great way to plan out your marketing activities in advance. This could include blog posts, social media posts, email campaigns, and any other marketing initiatives you have planned. By planning ahead, you'll save time and ensure that you're consistently putting out high-quality content. You can also download our free marketing calendar from Taylrco.com.Track your results: Finally, it's important to track your marketing results so you can see what's working and what's not. Use analytics tools to track website traffic, social media engagement, and other metrics to see which marketing activities are driving the most results.By following these steps, you can create a streamlined marketing plan that helps you attract new clients and grow your business without sacrificing your precious time.
And of course, if you need help with marketing, just reach out to our team - this is what we do and we are happy to help you.
Automate your social media:
Social media can be a huge time-suck if you're not careful. Luckily, there are plenty of tools available that can help you automate your social media posting. Consider using a tool like Hootsuite or Buffer to schedule your posts in advance. You can also use Tailwind or Planoly.
Client Communication:
It is so important to have consistent client communication. I know a lot of photographers can get stuck trying to write emails or get them out in a timely manner. Having the same email that goes out to every client at the same time in the process is key. These emails can easily be created in Honeybook. I’d encourage you to test different emails that go out to clients when they first contact you to see which get higher response rates. Streamlining and automating client communication will go a long way to get your bookings and save you time, plus you won’t leave a client hanging. I’d also recommend checking your email only 1-2 a day so you aren’t consumed with emails.
The Session:
When it comes to prepping for your session, do you have a list that goes into your camera bag? What about a list of things you need to do to get ready for the shoot? Do you have a shot list written down or memorized? I highly encourage you to make these lists, specific to your process and look at them when you are getting ready. Look at the shot list during the session if you need to. You can also have your client walk in front of you to a new location as you quickly take a peek at your hidden shot list. The more you can shoot the same lighting conditions and shots for every client, the more consistent your work will be and the easier and faster it will be to edit.
Editing:
Create a system for editing your photographs. Use AI. Use presets that you can easily customize for your images. Once you have a perfect edit for the first image in the same series where you shot in one location with one lighting style, you can simply copy and paste those settings or sync them in Lightroom to have all the similar images be edited the same way. Use the technology that is available to you to get your work done faster. I go over all of this in my style course and I give you starter presets to work with so check that out at taylrco.com under courses if you need more help with streamlining your editing or you want to make a signature fine-art look for your photographs.
Delivery:
Use the same gallery process for every session. I’ll go over my process in detail in the future, but for now, write down what it is you do once the images are edited. Do you label the images a certain way? Where do you export them? Where do you upload them? What settings do you apply to the gallery that get adjusted each time? What email goes out to your client to deliver the gallery? What is the process you go through? Write it down so you don’t have to think it through each time. This also gives you a checklist to go off of so you don’t forget anything.
Documenting:
When I worked at a wedding photography and videography company before starting my own business, we had a ton of clients who were all in different parts of the process. We needed a system that allowed anyone in the office to know exactly where that client was so we could pick up the communication with them. Back then, and this was 2005, we used a file cabinet for their files. Inside their file was a checklist that we went off. This made it so we never had to ask other people where they were at, we never had to think about what we were missing. A checklist can be the best thing possible for your business so you don’t miss out on getting reviews, referrals or simply making your customers happy.
As far as documenting, I highly recommend using a Google Drive and documents to set up the process for client communication, for your shooting process from packing your back to downloading the images, for your editing and delivery process, for how you show off your session in marketing and for your entire marketing plan and process. This way you take the hard thinking part out of the process and can focus on the doing. It also helps you hand this over to subcontractors when you decide to outsource. Which brings us to outsourcing.
Outsource Where Possible:
A lot of photographers will outsource their work like editing or blog writing. Of course I’m a huge supporter of outsourcing since this is what we do for photographers, but here’s why you should do it. When you choose subcontractors who are better than you at a specific task, your business will thrive. The downside is that it usually takes a lot of your profit to outsource and the majority of outsourcing comes before you book. If you outsource your editing and blog writing for client galleries, then you can work that price into your package price, but everything else comes before you get booked. Educational blog posts, pins, social media, all your marketing come first. Even hiring a virtual assistant to handle client communication comes before you book because they are communicating with potential clients, not booked clients. This is why we offer all of these services for photographers and we only get paid when you get booked. I set up Taylr Made Marketing to help with cash flow problems that all photographers face. Not only do you get the benefits of only paying when you get booked, but we are experts in your industry and know exactly how to get photographers booked with ideal clients.
You don’t have to outsource to have a successful business, but when you do, it frees up your time so you can be more creative. Also, when you use experts, you no longer have to go through years of training and testing to figure out how to make money - that time has already been invested for you and you can reap the benefits now.
So when it comes to streamlining your business, write down your process from start to finish, document what you do and create checklists, highlight the pain points and start to brainstorm what you can do to solve the problem or work smarter to create better photographers and a better experience for your clients. Don’t be afraid to ask for help.
That’s it for today. Thank you again for joining me and letting me help you grow your photography business. If you have any questions, make sure to join our facebook group: profitable photographer to post your questions. If you need help with any of your pain points or you are curious about business and marketing management for your wedding photography business, check out how we can help you at taylrco.com. Thank you again and don’t forget to share this podcast and subscribe for more.
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In today’s podcast we will be discussing sharing your story will help you get booked. I’ll share a few simple tips in finding your unique selling proposition, which I know photographers struggle with so stick around, because this is huge and it’s not just for photographers, but all entrepreneurs and small businesses looking to connect with more clients.
Hey everyone! We are diving into the ins and outs of finding your story, which is really exciting.
I’ve been a photography, marketing and business coach for five years now and the number one thing that I have seen in my students is that people don’t know their true story. I’ve noticed a huge trend - photographers focus on showing their work and the benefits of working with a photographer, but they forget to personalize their messaging. Personalizing your message is what sets you apart from all the other photographers and lets potential clients know why they should work with you over everyone else out there.
Why is it important? Why do you need to nail your USP? How do you find the story that will set you apart from the rest? We will get to all of these questions today, and remember, if you have more questions about this podcast, just hop into the Profitable and Happy facebook group and post your question.
I want you to sit and think about the businesses that you truly connect with on a core level. Which businesses are those? Why do you connect with them? For me, Toms shoes comes to mind. The owner of the shoe company simply wanted to help kids around the world who didn’t have shoes. You buy a pair of shoes and they give one to a kid. They were one of the first businesses to incorporate a social cause into their business and I know that resonates with us millennials. But he did it because he had a purpose and personal connection to his mission. Not because it was good for marketing.
This is important because it’s the key to finding your story. I know for me, I have always been a supporter of Toms/ I’ve owned several pairs, I’ve purchased them for my kids, our church used to sell them, I am a lifetime fan. This is what we want with our clients - lifetime supporters and super fans who will endorse our brand and keep coming back for more.
I know with my wedding photography, it was hard for me at first when I had brides take photos, then go on to have families and they wouldn’t call me for family photos. I later realized that part of that was because I wasn’t telling them that I offered family photos, another part was that we weren’t in the same location, and the other part was simply because I was not working with lifetime fans. However, I did have a few clients who have been super fans for over 15 years. Crazy right? But it’s true. I had one couple who had two family sessions done in California after I had moved to Oregon. I had a couple move to Colorado and we met up with them for a kid play date when we were out there - I know it’s not photos, but it’s about that connection. I have another family who started as a family client and during covid, they decided at the last minute to do a vow renewal. I was the first call they made and they planned it around my schedule. Now that we’ve moved back to CA, I still photograph their family because I’m the only photographer she trusts. This is what happens when you have super fans. They may not use you for every little photography thing in their lives, but you will always be one of the first photographers on their mind because they connect with you, your story and your brand. This means more referrals and more bookings.
What is a USP? If you’ve heard this term and you don’t know what it means, I’ve got you!
So, imagine you're at a party and you meet a new person. They ask you what you do for a living, and you tell them you're a wedding photographer."Cool!" they say. "So are there a lot of wedding photographers out there?"
You pause, realizing that the answer is a resounding YES.
"Um, yeah, there are quite a few," you reply.
"Interesting. So what makes you different from all the other wedding photographers out there?"
Cue internal panic. What does make you different? Why should someone choose you over all the other talented photographers out there?
This, my friends, is where your USP comes in.
USP stands for Unique Selling Proposition, and it's basically the answer to that party-goer's question. Your USP is your elevator pitch. It’s that 1-2 sentences of what makes you different. It is what sets you apart from all the other wedding photographers out there. It's what makes you special and unique, and it's the reason why a potential client should choose YOU over all the others.
Are you feeling the pressure to find your USP? I am! But I promise, it’s not as hard to find as you may think right now.
I will say that I still feel this inner panic sometimes and I know my USP by heart! I think it’s just years of not knowing it that comes back to haunt me. So a little trick - once you find your USP, write it down and memorize it so that it just pours out of you when you are in this situation. I promise it helps.
Maybe your USP is that you specialize in outdoor weddings and have a knack for capturing natural, candid moments. I’d actually challenge you to take this a step further. This is pretty generic, heck, it’s what I do and probably what a lot of people do. How can we push the limits with our USP to resonate deeply but not alienate clients who aren’t the perfect clients, but who still want to book? That’s where the right backstory comes into play, but we get to that later.
Whatever USP you choose, having a strong USP is essential for standing out in a crowded market and attracting your ideal clients. So take some time to think about what makes you special and unique as a photographer. Write down a list of things you offer that make you different from other photographers. Write down how you make your photography clients feel before, during and after the shoot. Write down how you work with clients from start to finish. Is there anything you do differently that makes you stand out?
Your USP generally is a statement describing who you work with and what you do differently. For example, we are a husband and wife wedding photography team and we primarily photograph rustic weddings in Oregon and California. Our clients love working with us because we know how to get them to relax in front of the camera which allows us to capture the authentic candid images filled with personality that we are known for.
It’s not perfect, but it is so much more than saying we specialize in outdoor weddings and have a knack for capturing natural, candid moments. Although in one sentence, that USP does describe what we do.
Quick side note here - if you are thinking that we are too niched in our weddings and that we won’t be able to book a whole season of rustic weddings, I want to say yes and no. Our USP does alienate some brides, but when you look at our photography and our messaging about how we capture personality, combined with blog posts of past weddings that are not rustic weddings, that’s when we stand out to the non rustic wedding brides. I will also say, in our area there are plenty of rustic weddings and I really do prefer these weddings over others because it is where my photography shines, so if I do alienate my non perfect client, I am okay with that. My specific USP allows my perfect client to raise their hand and say yes! You are the photographer I was waiting to find. I want you! And I will tell you that most of the inquiries I get from brides say something like that in the comments section. These are the super fans that I have been able to find and book partly because of my USP.
Finding your USP is not easy, but try to take the pressure of yourself here. Look at the lists. Choose the one thing you do well. Oh - another idea is to look through any reviews or testimonials you have gathered. Look for clues as to what your clients loved. Use the words that they use in your USP. If they say, "she was the best photographer and made us feel so comfortable", then use that. Just write something down and then get out there and test it at parties. You will know if it’s great or not because when a USP is strong, people will ask more questions and be intrigued. When it’s basic, they don’t know what to ask because it’s too broad.
If you say you are a wedding photographer, they have no direction to ask a follow up question. If you say something slightly more unique like I’m a wedding photographer for rustic weddings, it gives them a chance to ask follow up questions like how many rustic weddings are there out here? Where do people have rustic weddings? Do you shoot only outdoor weddings or do you shoot in barns? They may not ask these, but a specific USP helps them form follow up questions, so get out there and test your USP. Be willing to adjust it later too.
We are going to switch gears and talk about your story. First, why do you need a story that resonates with potential customers?
Your story may matter to some clients and may not matter to others, but knowing your backstory - the one that truly helps people understand you and why you do what you do and being able to communicate that clearly, will make people connect with you. That human to human connection is something that most photographers miss. They focus on their photos setting them apart, but here’s a secret - it’s not your photography that sets you apart - it’s you!
Sharing your story is the #1 thing you can do in today’s oversaturated, digital age. With so many products and services to choose from, people want to connect to one of them in a personal way. When they do, that’s the one they choose to work with.
Most photographers will come up with something like, “I take beautiful photos of families so they have memories of this special time forever.” The photographer truly connects with the statement, but deep down they know that their clients will not. That’s because all the photographers are saying this, heck I say this. It is a true statement. But it’s not what makes me different. It’s not why people should book with me. It’s not My Why Statement. And it’s not yours either. It’s not even a USP. That word unique is in USP for a reason.
So how can you help people connect deeply with your products and services? Share your story.
Everyone has a reason why they started their photography business that people can connect to. What is your reason? This is something you will need to take some time thinking about.
My husband and I go to a marketing conference every year in Chicago. A few years ago at a marketing conference I had this epiphany where everything seemed to click. I can hear somebody’s backstory, or origin story, and somehow no matter what industry they are in, I can tell them what the story is that people will truly connect with. It’s not really a system, it’s more of a gut instinct or God talking to them through me. But I’m going to do my best to walk you through how you can find your story and if you need more help, just reach out to my team and I can do this for you in a coaching session.
You have an origin story inside of you that is dying to come out, but you have to be willing to let it. Not only that, but you have to understand how to find it.
I have a BA in film and video production. Telling stories has always been a huge part of my life, so it’s no surprise that I suddenly figured out how to merge marketing with storytelling for small businesses.
This is my passion and for some reason it’s my super power.
Think about any book you’ve read or any movie you’ve seen. For example: Spider-Man. Peter Parker wasn’t always Spider-Man. Something happened to him. It’s called an inciting incident and it changed his path in life forever. Not only did something change his heart (his uncle died), but something changed him physically. All superheroes have an origin story. While we may not all be superheroes and have something physically change us to give us superpowers, we all have had something emotional happen to us, or maybe physically, that has changed who we are and is the reason behind why we do what we do.
Why did I start teaching marketing to photographers instead of photography or filmmaking which I have a degree in? Because learning marketing from a master was what actually got me booked out - it wasn't free marketing. Knowing how to harness the power of marketing is the key to any entrepreneur's success, so why not help those who are where I once was? Also, I retired from wedding photography because I have a few autoimmune diseases that made me stop shooting and I now crave weddings :) So doing the marketing for wedding photographers is one way I can stay connected to the wedding industry which I love. This is a simple version of my backstory, but it makes sense. I’m not just another marketer out there. I’ve been where you are. I’ve had the same struggles as you and I overcame them. Sharing in these struggles is why wedding photographers trust me over other marketers. I’m not just throwing marketing BS at them to get them to use us as their marketing managers, I actually know how to move a wedding photographer from 0 to booked quickly, because I’ve done it for myself and for the students I’ve coached.
Enough about me - I get too passionate about what I do and I get side tracked! I want to share another example with you…
My boys and I were watching a parkour show the other day and a girl came on from Germany who is a true inspiration and has an amazing backstory. She got super depressed as a teenager when her parents split up and she developed an eating disorder which almost killed her. Then someone came into her life that showed her that exercise can help her to see food in a different way. Now she shares her story to the world and helps people understand exercise and food with a healthy mindset. She helps girls overcome eating disorders! Oh, and she competes in the world's biggest parkour competitions against super strong guys…and beats them. Let’s just say that she might actually be a superhero, I can’t quite tell. My point is something happened to her that changed the course of her life. It changed her direction and gave her a purpose in life that people around the world can connect to. She is changing the world, at least a portion of it.
This is an amazing backstory and reason why she does what she does. It seems so simple when someone else has a clear understanding of their backstory and their message. I get it! It is super hard to figure out what this is for yourself. That’s why I’m here to help!
So how can you help people connect with your products and services? Share your story.
If you are a bigger company and not a personal brand, share how the original person in the business got started. Why did they start the business? What makes you different and what problem are you solving?
If you are a personal brand or photographer, you will have a much easier time with this because your brand is all about you. You can look back into your past and figure out what was it that happened to influence your decisions and bring you where you are today.
If you sell essential oils, why did you get interested in the essential oils in the first place? What was it that needed to change in your life and how did the essential oils make that change happen?
If you are a newborn photographer, what was it that got you started in newborn photography? When you had your first kid did you get newborn photos taken? What was the experience like? Did you take your own newborn photos of your first kid when he was a week old while you were recovering from a C-section? Oh wait, that was me! The photos were beautiful, but it was such a pain that I did not become a newborn photographer. Maybe you had a different experience and you fell in love with working with these tiny, tiny babies and making sure that mom gets to have a break and beautiful memories. Maybe you realized the value of newborn photography and how it helps mom. Maybe you didn’t get newborn photos of your kids. Maybe your mom didn’t get newborn photos of you.
How did that affect you emotionally and why does that help you do what you do today? Why did you do that first photo shoot and how did you feel about it? How did it make your clients feel? Why do you still do it today?
As a wedding photographer, what made you interested in being a wedding photographer? Was the experience you had when you got married? Have you always loved weddings? I grew up with a mom who was an event planner. She did a lot of weddings, and still does day of coordination. I understood from a very early age how a wedding should flow and how to quickly solve overwhelming problems at weddings. My wedding planning experience is one of the things that has always set me apart as a photographer and I can share many stories of problem solving for the bride when the planner was off doing her thing. Like when the florist was short 1 bouquet and made the bride feel like it was her fault. My bride was almost in tears after her makeup was done and right before her first look. I calmed her down by letting her know that we would make our own extra bouquet from the others. Me and the maid of honor quickly made a bouquet and fixed the day. After I graduated from college, I became the head of the video department at a wedding photography and videography company. This was not my plan, but it was a fun job so I took it. I’ve always loved weddings so it seemed like a good fit. And it was for awhile, until the company started having problems and instead of fixing the problems, they would simply make the brides cry. I kid you not. When they did this to a friend of mine, I stepped in and helped them handle the situation. Then they made me the head of customer service too. I had no power to deal with upset brides and make things right, but I got to hear them complain. By the way, this is literally my nightmare. So I quit and started my own photography company with the goal of providing the best customer service possible. And people loved what I was doing.
This story was great for a while. Then I started focusing on family photography and knew I needed to understand why I loved photographing families so much. I did a deep dive into my emotions to figure out what it was about the images that made my heart pound a little faster.
Let me share my story with you. I have suffered from depression almost my entire life - since junior high. I started taking photos of children because children light up my soul. Even when they cry, I smile. Their simplicity and beauty remind me of how much God loves me. So when I go out and take pictures of families, I do it in a light and beautifully artistic way that captures their soul. I create moments that bring out natural smiles and joy because I want to spread joy in this world and make others smile.
I know when I look at photos of my kids on my walls, even on my darkest days, my soul feels a little more joyful. I feel a little bit brighter and a little bit better about life. I want my moms to feel this way too. My business is all about bringing joy to other people. Every single thing I do, every decision I make, is about bringing joy to people.
Even on the coaching side of my business, I know that if my students can stop struggling to make bookings or to understand who they are and why they do things that they will be able to take a breath. When you have inquiries coming into your inbox constantly, it’s a little bit easier to go about your day. If I can make peoples lives a little bit easier, then they have more time to do the things that they love. And I spread more joy. The world needs more joy. This is the problem that I solve. This is why I do what I do.
Can you see how your story actually connects people to the products too? They not only need to know what you do, but they need to know why you do it. They need to know the real reason. Not just because products are good and help, but because they changed your life and because you are changing other people's lives.
Everyone has a reason that people can connect to.
What is your reason?
Are you starting to understand how you can ask questions to find your origin story?
How can you share more about who you are beyond your USP?
Remember, you are at the center of your business. People want to know who you are. So the best thing you can do to grow your business is to share who you are on your website and in social media.
I know it might sound silly but, these things really do matter to people and here’s why: in today’s post Covid age people crave connections more than any other time in history. We get those connections through digital content. That means that you need to help people connect with your products and services in a way that draws them in and gives them a purpose to buy from you.
I may sound like a millennial, heck I am a millennial, so maybe that’s why you should listen. Millennials are all about connecting with a bigger purpose. We want to work with businesses who are helping our world be a better place. Now, I know it’s not just millennials who want that. We all want to see our world become a safer, more productive and more loving place to be for generations to come. So if you are a product or service that can help people in a real way then you need to share that. If you are a business who gives part of your proceeds to a charity you need to share that. Because people really do want to connect with you simply because you’re helping the world be a better place. If you are a photographer, maybe you give to charities or maybe you give in emotional currency, like how I spread joy for a deeper reason.
Maybe you’re saying, Kellianne, I don’t give it to charity right now. How do I share so that people connect with me? Good question friend. You don’t have to be giving to a charity to get people to like what you do. We want to know how you got started. We want to know the reason behind it. And here’s the thing, almost every time the reason, your why, is because you’re trying to change something. You saw a problem in the world and you have a solution. And that’s what I’m talking about. I want you to share everything that makes you and your products or services unique, that tells the story of why you got started and how you are making a difference or making a change.
Let’s talk about the practical ways that you can actually do this day today in social media.
In Instagram, where you are posting everyday or every other day, we want to see a picture of you or your hands and a little bit about you in every nine posts through your images and videos. That means you can tell us why you got started, you can tell us how you are making your product or you can talk to us about something fun about you. What’s your favorite flavor of ice cream? What types of shoes do you like to wear to a photography session? What’s the best makeup to wear for a long day of photographing a hot summer wedding?
Whatever it is that you do, you have something that you can share. It may not seem like we want to know, but honey, we want to know.
We want to relate to you.
My favorite flavor of ice cream? Vanilla bean. Because it’s simple and clean like a blank canvas and I can dress it up in any way that I want. Vanilla bean ice cream lets me be truly creative. It lights up my soul to figure out what toppings I can add. It’s the same when I have a new photography client who is ready to be photographed and I get to dress them up, pick out the right location and make beautiful images that are in my head come to life. And then I would simply ask what’s your favorite flavor of ice cream?
Do you see how that works? OK, so this may again sound silly, but it gives people a chance to not only get to know you but to see how your personality traits connect to your business and it gives them a chance to engage on something trivial. Everyone’s willing to share their favorite flavor of ice cream because it isn’t a personal question but it is a personal connection.
So what can you share?
Favorite flavor of ice creamFavorite way to relaxOne simple reason why you got startedHow you help your clients by doing (name something specific)Tell us about your first year in your job and how it’s different now with a benefit for your clientWhat does a busy day look like for you?How did you go above and beyond for a client this week and why.Where do you source one of your product items and why (only if this is emotional, like the money you spend helps children eat)How does your business give back to the community?How can people support you so you can support your community? What’s the bigger picture behind what you do? What’s your why? How do you help people every day?Friend, I know that stepping out of your comfort zone and sharing a bit about you and your true meaning behind what you do can be really really scary. But you should do it. And you can do it. What’s stopping you?
The number one thing that stops people from achieving this goal, is not having pictures of themselves to share that they are proud to share. That’s where great branding photography comes into play. Not only do I capture beautiful pictures of you but we also take a look behind the scenes and get candid pictures close-ups of your hands close-ups of your products so that you have plenty of images to share on your social media feeds that you can be proud of. Not only that, but when people see your face they connect even more with you and your business. I am here as a resource for you if you need a brand photographer. When I photograph photographers, I am happy to edit in your style and not mine so it matches your brand, but you can also look locally to find a photographer with a similar style to you. Whatever you do, take photos of you and share them so we see your face.
Share with us who you are, what your USP is and why you started doing this in the first place. We really do want to know. I promise that when you get this right, you will connect with more people and you will start seeing your bookings with ideal clients go up.
If you need help finding your story and writing a USP, I can help. I usually do this for people in a zoom call. There’s no set questions that I ask, it's just a discovery process of me trying to understand who they are and how they got to where they are today. My filmmaking background is in documentaries, so asking discovery questions comes naturally to me. If you need help with this, I’d love to help. Reach out to my team at [email protected] asking for help with story and USP and I will get you that information.
I hope you found this podcast helpful. I think this may be the most important podcast we will ever do. I’m serious. This information is critical and the faster you figure this out, the better your business will do. Thank you again for joining me here today. Remember to reach out to our team if you have any questions or need help. Join our facebook group - this is a great place to ask questions, The facebook group is Profitable photographer or your can search for Marketing for Photographers. Lastly, please subscribe to this podcast so you have access to more marketing help for your business. And please share this podcast with any of your photographer or entrepreneur friends so they can get the help they need to connect with more people and turn them into clients. Next week we will be discussing 4 ways to get your work done faster so don’t miss it. We will see you next week!
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Hey there fellow photogs! Are you shaking in your boots at the thought of asking for a testimonial from your clients? I’ve been there, friend! It's time to put on your big girl (or boy) pants and ask for those raving reviews!
As a photographer, you know that your work speaks for itself. But sometimes, it's nice to have a little extra backup. That's where testimonials come in. Here's why photographers need testimonials:
Testimonials build trust: In a world where anyone can pick up a camera and call themselves a photographer, it's important to build trust with potential clients. Testimonials provide social proof that you are a reliable, talented, and professional photographer.Testimonials showcase your expertise: When clients leave testimonials, they often highlight specific aspects of your work that they loved. This can showcase your expertise and help potential clients understand what makes you stand out from the competition.Testimonials help you improve your marketing: Testimonials can give you insight into what clients liked and didn't like about your work. This can help you improve your services and grow as a photographer. It can also help you see why clients are valuing your services. Is it because your pricing was great? Maybe it’s a sign to raise your rates. Is it because you are super friendly? Can you showcase this aspect of how you work with clients on your website? Testimonials attract more clients: When potential clients see glowing testimonials from past clients, they're more likely to book your services. Testimonials can help you stand out from the competition and attract new clients to your business.Testimonials are great for marketing: Testimonials are like little nuggets of marketing gold. You can use them on your website, social media, and other marketing materials to showcase your work and build credibility with potential clients.In short, testimonials are essential for photographers who want to build trust, showcase their expertise, improve their services, attract new clients, and market their business. So, don't be afraid to ask your clients for testimonials. Their kind words can go a long way in growing your business and establishing your reputation as a talented photographer.
Listen in for tips on how to get over the fear of asking for testimonials...
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When I first started out as a photographer, I thought, if I could just book as many sessions and weddings as I could, I could make this photography thing work as a career.
I’d love to know how many of you have ever thought this :) or maybe you are thinking this right now? There’s nothing wrong with that thought.
If you are in that place where you want to do more to make more, let me caution you. Doing less, might help you make more instead. Today, we are going to walk through all the reasons why focusing on one thing will help you grow your business 3-5x faster.
I want to walk you through my experience over the last 16 years and how I grew my business, becoming the best in my field at multiple things. Why this was good and why it may have held me back too. My goal is to help you see why having a niche and doing niche marketing can be the best thing for you- especially when you have a bigger purpose with your business.
I started photographing weddings almost by mistake and learned quickly to love it. I still love weddings! They are magical! What’s not to love? Plus I thrive in chaos so even the worst weddings, I love. From weddings, I learned to love family photography and watching families grow, capturing those sweet little smiles and moments that mom will love forever- I love it! But looking back, I can see where my true passion for headshot and branding photography started. I was a kid actor and I love photographing kid actors now. I had a number of clients early on and really unique ways of photographing them. I also got a ton of business headshot clients. I mean, this really was the main part of business for years. But I kept thinking that I had to build a wedding and portrait business because that’s what you do. I could see that headshots were lighting up my soul inside. I could see my true purpose and calling. But I ignored it.
I don’t know how easy it really is to just magically see your purpose. I’ve had to work hard to figure it out, because honestly, I love all three categories of what I specialize in: wedding, portraits and headshots. But when I look at my life and what I photograph, I see the small picture. That small picture is beautiful, and has a purpose of bringing joy to my clients and the world by allowing them to see the beauty inside them through my photos, but it stops there. For me, photographing weddings and portraits doesn’t have a big picture purpose- at least, not as big of a purpose as my headshot photography.
Now, I’m a four enneagram. This means I NEED a bigger purpose or I can’t function. It’s why I love coaching! I have a bigger purpose of helping to make your life better so you can bring more joy to the world and have more flexibility in your own life. I imagine that you will do something great with that energy and help in small ways to change the world.
That’s how I feel about headshot and branding photography. I know that if I can tell stories well and show people, not only how beautiful they really are, but help them share their story with the world, that together we can change the negativity in the world, to something positive. We can help people in significant ways outside of their own home. That’s what I love about headshots and branding.
I wish I would have gone all in on that one niche at the beginning because I would be the top in my industry right now if I had. I was the top headshot photographer in my area in Oregon, and I am again the best in my area in California. I did this quickly, in less than 6 months, in both places, so I know if I would have had the last 16 years to focus on that one thing, that my life would be totally different.
Instead, I focused on 3 niches, because I couldn’t decide- heck sometimes I feel like I still can’t! But I presented each of them as a niche, which I’ll tell you about in a minute because it really helped my business grow. I focused on how to get really great at marketing my business, because I ended up marketing basically for 3 photography businesses: my weddings, my headshots and my family photography.
I learned marketing really really well, which is why I teach marketing to photographers now. So as you are thinking, why do I need a niche? If Kellianne has 3 niches, why can’t I? I mean, yes, you can shoot whatever you want to- and you should! But when you have one niche, here’s what happens…
You can focus on getting your system perfect and quick. You end up having more time to make your images better. You capture the same great thing for each of your clients, time after time.This actually gives you so much freedom because you can begin to work faster when it’s the same each time, saving you time and giving you your life back.
I remember when I used to edit 100 family images from a session and it would take me 4-6 hours. Now it takes about an hour to cull and edit an entire session. It only takes me about 4 hours for an entire wedding. It’s quick!
Not only that, but
You can focus on marketing to your one niche market and become the best at that one thing to those people. This means you will be the sought after person for that one thing. And because of this, your business will grow 3-5x faster than the photographer who splits their focus. Plus it saves you time and money to only focus on marketing and paid ads for one niche. You can also start to say no to bad clients- those that you know aren’t the right fit for you because they aren’t your target audience.
Let me ask you this, what would your life look like if you had a niche?
This was not something I asked myself at the beginning and later, I feel like I got so good at weddings- that I don’t want to let it go, even if it isn’t my purpose and my true passion. I also love family photography, but again, is it the best thing for me to do? Should I grow this family photography business knowing that my true purpose lies with branding photography? These are the questions I still ask myself. The accountant side of me says “yes, keep shooting families because it's a great income”. The photographer side of me says “yes, you are great at it and your clients love you and are loyal”. But the soul, purpose driven side of me often says “No, focus on your one mission and trust in it”.
So I want to ask you, what is your true mission? What is the one thing that gives you a bigger purpose in life?
Maybe we should start with an easier question: Why are you doing photography as a business?
I know part of it is to give you a creative outlet that allows you to bring in an income on a somewhat flexible schedule, even if it means giving up nights and weekends.
Some of your answers might include providing a great service to your clients to delight them.
But let’s ask this question: if you didn’t do it, would someone else be able to? If the answer is yes, then one of two things may also be true: 1. You aren’t looking at the bigger picture of your calling. Or 2. You haven’t found your true calling to see a bigger picture.
If someone else could replace you completely, then look deeper at why you are doing what you do. I know other photographers may be able to provide a similar service as mine, but the heart and purpose behind it is different. That’s what makes me so unique- it’s who I am and how I show up for my clients.
I have a photographer friend who I’ve done a little coaching with who found her true bigger picture calling as a photographer and I want to share her story with you as an example. She found her calling in family photography working mostly with families who struggled with infertility. This was her struggle and she wanted to make sure that those who finally got a child, had every moment captured. She knew that these moments were maybe more precious to those with infertility issues because of the long years of struggles and sacrifices it took to create their family. I love her story. She has a mission and a bigger picture of stopping time so they can cherish each of these moments, but it goes beyond motherhood. It touches the soul in a way that only those with this same struggle can truly identify with. Now, someone else could photograph the family, but would they have the same goals in mind? Would they do it in a way that allows the client to feel the same way about the photos? No.
For me, with my family photography, I know that capturing the right joyful moments and connections brings me joy. I struggled with depression for almost 15 years and it wasn’t until my first kid was born that I actually started to see the light. I had the opposite of postpartum Depression. My kids bring me so much joy! But the days are hard too, friend! So when I can stop on those hard days and look at pictures of my kids and the joy I know they bring me, it delights my soul. It makes my days a little easier. It reminds me that life may be hard, but it has its ups too. This is the joy that I bring to my families. It’s a bigger picture calling - which is why I can’t quite seem to let it go, even if I should be focusing on branding.
I’m really not trying to make this about me. I just want you to see into the mind of someone who has it all figured out - and yet still struggles with the same things you do! And maybe part of it is just that we change as people over time. How can we change and grow our photo business as we change?
I want to teach you how I specifically do things, but before I get into that, I want you to write down your passion.
If you know why you became a photographer and what you are truly passionate about photographing, write that down.
What is that one thing you can focus on that gives you a bigger picture purpose? What are you trying to change in the world? What is your niche?
If you are like me and you actually have multiple things that you are excellent at shooting and that give you a bigger purpose, how do you still photograph each of them and focus your marketing?
Great question, glad you asked! :)
But seriously, what does this look like? I started by focusing my entire marketing strategy on weddings. I built out that business for 10 years before realizing that I was happier with family photography. During that 10 years, I made a lot of mistakes, but I also learned a lot. So when I switched to families as my focus, I knew how to market quickly to them. I stopped marketing to weddings and relied only on free marketing, SEO and blog posts to get leads. I continue to this day to get 3-4 leads per month because of the marketing work I did. I also have great systems in place for every step of working with brides and creating beautiful images for them.
So when I switched to families as my focus, my wedding business was pretty much on autopilot. When I switched, it took me about 6 months to fully book out my family season. I completely focused all of my energy and marketing on families. This helped people see that I was the best at that one thing.
Then I added back in my headshot photography. I have still never really focused my business on headshot photography- but I got a ton of bookings just from my website, SEO and blogging. So how did I do this?
I created a website with three subdomains. Each subdomain is a website on its own with a focus on either weddings, families, or headshots. The reason I did this is so that when someone clicks on my ad or goes to that website, they get only the information they need to be confident that I’m the best and they should book with me.
If you have multiple focuses, this may be the right thing for you too. Because think about It, brides may not want to see photos of families. They want to know that when they spend $3-$5k on their photos, that they are getting a photographer dedicated to capturing the most amazing photos of their day.
When you focus your photography on one niche, people trust you more and are more likely to book with you. The high end clients are usually looking for someone who can meet all their needs, at the place they are at right then. This means your messaging must be specific to them.
You don’t have to have a subdomain, but you may want to create different landing pages for each of your clients- different web pages that speak to each of your niches individually.
Or- just pick one niche. You can always shoot the other sessions and post them on your blog. If you choose just one niche, every part of who you are and what you do gets easier. When you are focused, you can grow so much faster because you are focused. If you start by growing only one thing at a time, you won’t split your focus or your energy or your time until the first thing is on autopilot.
There is less stress because you will know what you need to do to grow. You won’t be distracted. You will have dedicated high end clients who see your value. You will have a mission and a soul purpose that will feed you every day and that will make all the sacrifices worth it.
The journey starts with you. It’s a soul journey to find your purpose.
In two weeks, we will be meeting back here to discover the process of how you find your story, your purpose and your niche. Next week, we will be going in a different direction so you can have a minute to let this sink in. All focused on growing a photography business that is profitable and fills your life with happiness.
Today, I hope you see why a niche is so valuable. I want you to know that you can do this! You can have a successful income providing business that allows you to have a happy lifestyle. It all starts with finding your niche and your purpose. Please keep joining in on the conversation here. It is almost time to ask questions! Tell me how I can help you grow. You can also join our Facebook group: Profitable photographer of look up market for photographers to find that group. If you want help finding your niche and your purpose, believe it or not- I can help through a coaching call. Just reach out to me to find out more. I’m here to help! Now it’s time for questions…
(from Clubhouse @kelliannejordan):
Caller: If you know your purpose, why haven’t you switched?
Kellianne: Great question. I don’t think I really realized the value of switching to branding and headshots until this year. I’ve wanted to make the switch, but I’ve held on so tightly to all the work that I’ve done building the other two parts of my business that to completely let go of all that hard work is really intimidating. But, me and my team are actively switching to branding and headshots as a focus for my business. We have so many great services and add ons to help my clients grow that at this point it’s become necessary to focus. I’ll still be shooting weddings occasionally and families throughout the year, but again, those are mostly on autopilot at this point so I don’t have to think as hard or so as much to do them well.
Caller: How did you get those to be on autopilot?
Kellianne: A lot of hard work. It starts with knowing your niche and your target audience, making sure you are talking to them and meeting them where they are. I focused on marketing to the right people and saying no to the wrong people. I made sure my clients were overjoyed with the work I did for them. I worked hard on my website, SEO, social media and so much more. Basically I focused and did a lot of hard work on my business as well as working to make sure my photography was the best it could be. I invested in myself and in business. Also, my weddings may be completely on autopilot, but my family sessions aren’t. I still have to do marketing to book those, but the actual shooting, editing and client communication is on autopilot which helps everything go smoothly, keeps everything consistent and allows me and my team to have more time to grow other parts of the business.
Caller: As someone just starting out in photography, how do I say no to paying jobs and still have an income?
Kellianne: Ya! It’s hard! Learning to say no was the best thing I ever did. I think when you are first starting, there are so many things you need to learn and do, that saying no is actually the only way you are going to give yourself the time and space to grow and become great at that one thing you are called to do.
For example, if you say yes to a newborn session as a wedding photographer, you now need to learn how to shoot a newborn session. They are hard! I specifically don’t do them for new clients because it’s totally different from the system I use for the rest of my photography sessions. And I actually learned how to do these sessions well. But because they are out of my normal routine and I don’t love them, it throws off my weekly workflow if I shoot them. When things in your business are consistent, you end up getting better at your craft and grow your business faster because you don’t have a distraction.
So as business owners, we have to ask ourselves, is it an opportunity or a distraction? Sometimes it can be both, and that’s when you have to make a judgment call. The more focused you are, the easier that judgment is to make. The more distractions you have, the less likely you are to succeed.
I think once you can grasp that concept, it becomes easier to say no. Basically, being desperate for income makes it hard to focus. If you need to take the job, you can do it, but know that it’s a distraction from your true goals and purpose and adjust accordingly. With any newborn sessions I do for returning clients, I make sure they know that it’s not a studio newborn session. It’s a lifestyle session. That’s how I adjusted- I also don’t do these for new clients because I want them to know how I work, before a newborn session. This way they know that I will not offer the same service as someone who specifically focuses on newborns. It’s all about that balance of saying yes when appropriate, but keeping your eye on the big picture- or you can just commit to saying no and trusting yourself to grow.
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Welcome to The Profitable and Happy Photographer. Here we discuss business, marketing and life from a photographers perspective. If you are a photographer, small business owner, entrepreneur or mom finding her way, you are welcome here. I’m Kellianne Jordan, I’ve been a wedding and portrait photographer for over 16 years and I have learned the ups and downs of running a business, having a family and keeping things in balance. Now I coach photographers and entrepreneurs on how to create businesses that delight their souls, provide an actual income and allow them to have a happy and profitable life. If this sounds like what you are looking for then you are in the right place.
If you are wondering how you can go from hobby or side gig to full-time photography business it’s not as hard as you think.Today we will be talking about how you know you’re ready and what you need to do to be able to go full-time and have a successful, fully booked photography business. This podcast is filled with everything you need to go to know if you are ready to go full-time with your business and what you need to have in place to make sure your business thrives.
We talk about what to expect with a business plan and sales.We talk about niche marketing and how to choose the niche market for your business.We go over what you need on your website to make sure people are truly understanding who you are and are seeing your best work so they book with you.Listen in because we also talk about the best ways for you to market your business right away (and for free!).I see three different types of people who want to go from hobby to full-time.
You’ve got those who have been doing this on the side, just as a side hustle, and now you really want to dive in and do this full-time because, let’s say your kids are in school (finally) and you have more time or, whatever the reason is, you’re ready to go from just sort of seeing if this could work to having it be a full-time business. If this is you, I want to say, “Awesome!”. It is time to dive in if you are ready emotionally and you have the time to work on your business.The second person is somebody who just quit their job, or maybe got fired, somebody who needs to have income coming in right now. Friend, you probably have a lot of time on your hands and you really need the money. So I want to say, it is even more urgent and more important to listen to this whole podcast, understand exactly what you need to do to actually book clients and get them in your door because you need the money in your pocket now- you have bills to pay.The third person is going to be that person who works full-time. Now you’ve been doing this photography thing for a while, it’s just been here and there, on the weekends and at night, and now you’re thinking, “you know what, I’d really like to do this full-time”. “I really don’t wanna be at my job anymore.” “I’m ready to quit and just go for it OK.” Now if you are this person, you are in a tricky situation because you’re limited on time, but you have resources to pour into your business right now. So what I wanna say to you is, before you quit, it’s best if you can save up money to be able to pay your bills in case you don’t book things out. I’d say save up 3 to 6 months worth of money. And on top of that you want to be spending your time investing into your business to get it set up for success, and especially into marketing, because before you quit your job, you’re gonna want to see a fully booked calendar.Fully booked means something different to each person and it’s going to depend on what your business plan is. So now that you know who you are, when you’re thinking about going full-time, I want to make sure that you have a really solid business plan in place.
When I first really started taking my business seriously, I mean this was years and years and years ago, I made a business plan and I ran the numbers and I was like, “Yep! I’m going to shoot two sessions per week and then I’m gonna shoot 30 weddings every year and I’m gonna make like $200,000 every year.”
Those numbers looked amazing, but I want to make sure that you guys have a reality check and know that you’re not gonna stay fully booked out all the time. So it’s really good to have a goal in mind as far as what you’re trying to book, and then really look at the marketing and try to book those things.
Make sure it’s really what you want you to do and that you can actually do the work and get it turned around quickly to your clients, because there’s nothing worse than a photographer who is fully booked up at really cheap rates, and then can’t get the images to the clients. I promise you those clients will not come back.
A really good goal when you are first starting out is to aim for two sessions a week. If you can do three sessions a week that’s even better because it’s more income.
So let’s say that you are aiming for 2-$500 sessions per week. If you multiply that thousand dollars by 50 weeks you have $50,000 of income coming in which is fantastic. But I want to ask you, if you only booked half of that would you be OK? Is $25,000 a year OK with you for the first year?
When I’m coaching photography students, I am all about making $100,000 in one year, so I’m hoping that the 25,000 is not OK with you and that you want to do more. But if it is OK with you then I would say that’s a really good sign that you’re ready to try and do this on your own and to really push forward with your business because, maybe you don’t need a ton of money, you just need some and you really want to get the business and the marketing nailed down. $25,000 is good for the first year, if you’re not needing more than that to pay your bills.
For those of you who are like “oh my gosh, that is not enough money”. I got news for you, the first year is hard. People are still just finding out about who you are, they don’t know what you offer, they don’t know what you do, and if your photography isn’t top-notch, like really high-end photography, you are going to have trouble booking out and you’re probably going to be at an average of one session per week.
Especially if you charge what you are worth.So before I really dive into all the rest of the stuff that you need to put in place to really make sure that you are booking out right away when you decide to go full speed ahead and make this your full-time job, I want to take just a bigger picture look at everything that needs to be in place and why.
My goal for every photographer I coach is to make sure that they are marketing to the highest end client possible. Now that doesn’t mean that you need to be booking high-end clients, it just means that the marketing that you do needs to resonate with those high-end clients because that will filter down. So if you are actually booking the medium income families for your $500 sessions, that’s OK because if you look high-end they are going to feel like they’re getting a deal and they are going to feel like you are the most amazing photographer possible, and that’s really exciting because that’s how you get referrals, which is just free marketing. That is also how you get people coming back through the door. You wow them!
As you’re starting out and you’re wanting to dive into this full-time thing, there are a couple things that you need to have in place. That's going to be a Facebook page, and probably an Instagram page because photographers are searched for there, and then a website. Now the website isn’t necessarily something you have to have right away, but if you want to go full-time, I’d say, yeah, it’s kind of a big deal.
On top of that, if you are trying to market to the higher-end client the website is going to be huge for them and it needs to be mobile friendly, because they’re going to book from their phone. They are busy and they want professional amazing beautiful photographers who are easy to understand, easy to get to know, and easy to book with.
Client Communication
Once you have those items in place you need to make sure that your client communication is really perfect, and by that, I mean you’re going to need pricing guides to send out, you’re going to need emails that you send out consistently- so the same pre-written email over and over again that you can tweak for each client. Make sure that your client communication is simple and easy. You also need a planning guide so that they know how to plan for their session, and then you probably need some sort of thank you package afterwards.
Now, you might be thinking well, “I’m not marketing to the high-end person”, but I want to remind you that this is a really competitive industry these days and you need to set yourself apart, so even if you aren’t marketing to the high-end photography client, you still need to make sure that your clients know and love you. You need to help them to understand who you are and how amazing it is to work with you by knocking their socks off every step of the way.
Next, you need to get back to clients quickly. Even if you are working a full-time job, you still need to be checking your emails every single day, because no matter where you’re at in this path, you need to respond to your clients within 24 hours of them emailing you or Facebook messaging you or texting you. You have to respond to them right away or they are going to go find someone else to book with.
The number one thing that I hear from my clients is, “Oh you picked up the phone. Wow, that’s amazing,” and then they book with me. Or “Wow, I can’t believe you got back to me so fast. I’m so excited, let’s book.” I kid you not, showing up quickly and being there and being responsive, is the easiest way to get somebody to book with you. It’s also one of our top priorities when working with wedding photographers to book their clients at Taylr Made Marketing.
Website
On top of that, I want to talk about the website. You need to make sure that when people come to your website, it’s helping them book with you. So you want to make sure that it explains clearly what you do, visually first, because that’s what they’re there to look at is the photos. You should have one niche market that you are marketing to. If you photograph multiple things, you may want to consider multiple websites, subdomains or at the very least, having one target audience that you’re really talking to, and then on your website you can show the rest of what you photograph in the blog, or have landing pages where you can send people.
For example, I was doing weddings, branding sessions and families. I have three different websites under my main website - so three different subdomains under my main domain. If you go to my website you’re going to go to the main page and that’s going to direct you to my weddings, branding, family sessions and then also to my photographer coaching site. For me, what this does is breaks it up by category so that when somebody actually goes straight to that site through my ads or through links that I send out, they’re actually feeling like I only specialize in one thing and that I’m the most amazing photographer at that. This is fantastic because I spent a lot of time, 17 years, developing these three different paths and I actually am really great at all of them and I want to make sure my clients feel that I am the best. I want them to get that full experience of working with somebody who knows what they’re doing.
I want to remind you that even though I’ve been doing this for 17 years, and you probably haven’t, you are still really good at what you do. If you weren’t really good, you wouldn’t be getting bookings and you wouldn’t be feeling like you need to do this full-time.
I do want you to really consider what your true passion is and what you really want to focus your photography on. If you’re having trouble understanding what it is that’s drawing you to that type of photography, I do coaching calls on helping people figure this out, because it's so important to start with the right niche. This niche is what people are going to know you for. It’s what you’re going to tell people you’re the best at, and that’s what they’re going to book with you all the time. That doesn’t mean they’re not going to book other things with you, it just means that you are going to present yourself out there to the world as the best at _______.
Portfolio
On your website, you want to make sure that those photos are really clear, that you say who you are and something exciting about why you are doing this, so that they connect with you. You really need to make sure that they see a good amount of your work. A portfolio is usually 10 to 20 images. If you’re showing them each session or a couple different sessions, it’s about the 15-30 images for each one of those just so they get an idea of what they’re going to get from you when they book with you. The main portfolio they see first should be 10-20 images max from a variety of places.
Opt-In
You also want to give them something for free, so some kind of an opt in, and not just a newsletter, but something fun where they can put their email address and you give them something. If they get on your newsletter email list, that’s really great! You also need a contact form. These are just the minimum that you need. There are a few other elements that can be infused into your website to actually make people excited to land on your page and to work with you.
My goal is to make sure that you are booking and that you have support in this, because I actually want you to succeed. I really love helping photographers figure this stuff out, because I know that it’s not easy. I have spent so much time developing the systems and figuring it out for my own business, by learning from other professionals in different industries, that I want to make sure you have this information too.
And because I am so passionate about making sure you guys succeed, we have actually added on website design services for photographers specifically. So if you are struggling with understanding the design elements and what needs to happen to make sure that when leads come to your website, that they actually click, and either opt-in or submit a submission form, let me help you figure this out.
One of the things that I love doing is figuring out your backstory and who you are and how to explain your passion and what makes you different to clients, in a way that makes them connect with you, and want to book with you right away.
Telling Your Story
Telling your story is a really great way to get people to understand you, understand why you’re doing what you do, and book with you right away, but it has to be the right story. It has to be the right messaging, and this is something that I help with. As far as website design goes, we do all the copywriting in your voice- I used to be an actress so I actually have a really fun time with videoing you and then taking on your voice and doing all the copywriting for you. So if website design is one of your biggest hurdles, if you don’t know how to communicate who you are, what you do, and why they should book with you, please reach out to my team and we will help you get started on web design and messaging because this is so so important.
FB
OK, so now you’ve got your Facebook page going and you’re posting 15 images from every session on your Facebook page, you are posting images on Instagram, you’ve got your website beautifully made, you have your client communication figured out, and you are ready to book a lot of clients, respond to them quickly, communicate well, photographed beautifully, and provide an amazing experience - that’s when you’re ready to start marketing so you can go full time.
I’m always hesitant to have people dive into spending money on marketing before they have these pieces to the puzzle in place, because I want you to wow your clients and not get overwhelmed with inquiries or the work itself. That’s why these pieces really should come first.
So how do you do it? How do you actually get those bookings? Each person has a unique personality and because of that, we are each going to be marketing our businesses differently.
I will talk to you about a few different ways that you can really get out there and be seen quickly, easily and without a lot of money, but you may want to take it a step further and actually spend money to make money. I know it’s a cheesy saying, but it’s true. I will spend a dollar constantly if I can make two dollars - I am super happy with doing that.
SEO
So let’s talk about the free ways that you can do marketing. The first thing is going to be SEO and blogging. You want to make sure that your SEO is top-notch throughout your website and on your blog. This includes adding SEO to every single image on your website, as well as all of your keywords in your text. It’s really critical that you do this right because if you do it in a sneaky way, then you get caught and Google won’t show your website -they might take it offline. There’s a way to do this well and constantly, if you’re interested in knowing more, I have an SEO course that you can look at. It teaches you all the ins and outs in a really simple, easy way. I am not a tech person, I expect you are not either, the course makes it really clear how to maximize your SEO so that you can show up in search results for your clients.
The main things come down to making sure that you have the right tags and the right labels on your photos especially for your blog, and then that you’re blogging consistently. You also have to use keywords throughout your blog, throughout your website, and then make sure that your page has the correct SEO as well.
IG + Pinterest
The next thing is that you’re going to want to use Instagram and Pinterest consistently. Pinterest is really great because you can pin three times a day different photos from your blogs or graphics that you’ve made to send people to the blog post. If you’re having trouble coming up with a blog post, blog every session. Blog a lot of photos from the session - that will help your clients really understand what you offer and will help them be able to see your work better.
Blogging
Do that and then you can also come up with how-to blog posts, give tips and ideas that will help them get a better session, and you know other fun stuff about your life so they get to know you. You also want to give them multiple opportunities to contact you or opt-in in the blog post, otherwise- why did you go through the effort of getting them there?
Local FB Groups
Joining local Facebook groups is also a great way to get your name out there. It’s a bit of a hustle and you constantly have to check in to see if people are asking for a photographer. Some groups allow you to place ads, I prefer the ones that only allow paid advertisers to place ads. The cost per lead is so low in these groups that I actually love paying for these advertising opportunities.
Social Media
You can also post on YouTube, Twitter, Tiktok, Linked In and more. The more you can get yourself out in front of people, the better. That all being said, it’s best if you can choose 3 places to focus on so you can not only show up, but show up well to those audiences. Once you nail those, then try something new.
In social media, it’s not about the follower count, but how well you can get the followers to take an action. The goal is to get their email so you can constantly show up in front of them, through your newsletter or weekly emails as a helpful source of info for them.
Google
Another great resource is having a Google listing. You no longer need an address to post your business, just a service area, which is amazing. Get on there, and remember to ask past clients for reviews. Reviews on your Google listing will go a long way in getting you in front of people who are ready to buy.
Paid Ads
Then there is the paid advertising. This includes Google ads, Facebook ads, trade shows and more. I always like to test ads and constantly check in on them and tweak things. If you are not willing to monitor your ads then this may not be the right avenue for you at this time.
Remember that wherever you do advertising, you need to show up the way that people want you to show up on that platform. So for Facebook, people want fun stories, educational posts and interesting articles that help them. Once you’ve shown up in this way multiple times to the same audience, that’s when you’ve earned the right to tell them your real offer and ask them to buy from you. I go over all of this in my foundational course: Profitable and Happy Photographer: The Business of Photography. I built my entire business on Facebook advertising and continue to do so today. It’s a powerful tool if you do it right. And yes, there is a right and wrong way to use FB advertising.
The big concepts here are that you need to know your niche, your story and how to communicate that to your audience. You need to have things in place to wow your clients, be able to communicate quickly and effectively with them, and have your photography worked out so you can deliver the same style and quality of images over and over again. Then you need to figure out where you are most able to do marketing- this often comes down to your personality and matching the marketing strategy to your personality so you have more of a chance of succeeding with it. When you are able to drive traffic to your business, easily book and wow clients, then you can book out your season.That was so much!! I hope you were taking notes. It’s a lot of work to really do this business well, but that work is what will help set you apart from the photographers who aren’t as reliable. If you want to go deeper into this process and how to actually succeed at all these types of marketing then please check out my Profitable and Happy: The business of Photography Course. I will go through:
How to find your style and story, How to set up a profitable business plan, How to find your marketing personality and How to use 14 different marketing strategies to grow your business.It’s seriously jam packed with info to help you go from hobby to full time quickly. You can find that course at Taylrco.com under courses.
Lastly, for those who still have a full time job and you don’t have time to get these pieces in place, I have a done-for-you package where my team creates a custom website with copyrighting and full SEO. We create blog posts, FB ads, we create your Google listing, your business and marketing plan, all your client communication and more. We basically do all of the work that typically takes photographers years to do, in just 2 months, for you, so you can focus on growing your business and leaving your current job. It is an investment, but it took me 3 years to really get these items in place and, let’s face it, that’s too long. I want you to get over this hurdle of setting up things right so that you can have long term success.
If you are interested in that service please contact my team so I can chat with you one on one. Again, you can contact us at [email protected]
So I know I mentioned a number of courses. I really can’t dive deep in this format into each of the pieces because there are a lot of tech items that you need longer videos for, which is why I have created the courses.
I’m truly passionate about helping you grow a profitable business around your lifestyle and I hope you will dive into this process on your own, or with me by your side.
Thank you for joining me today! Please subscribe so you don’t miss any amazing marketing tips. Don’t forget to share the podcast with your friends or with anyone who may benefit from marketing education. It really helps us keep this podcast going. Thank you again and don’t forget to join us next week to learn :)
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Roadblocks, Head Trash + Imposter Syndrome and How to Get Over Them
We are talking about imposter syndrome and head trash and how to get over them. It's easy to compare ourselves to others and start to feel like we aren't worthy. I'm here to help you see that you can be free to be who you are, to do what you love and love yourself in the process. Listen in as we discuss what Imposter Syndrome and Head Trash are and begin to break the down with simple steps to freedom.
I've been a photographer and marketing coach for 17 years and have dealt with my own imposter syndrome and head trash as I compare myself and my business to others. There was a time when comparison would stop me from being able to pursue my dreams. It wasn't until I created a system for handling my thoughts that I found freedom in my everyday life, was able to set aside my insecurities and flourish in my business by embracing who I am.
Insecurities, head trash and imposter syndrome do not have to rule our lives. There is a way out. I found a simple system to make my feelings black and white and I am here to share these with you.
I am first: a photographer, second: a marketing coach, and third: a friend. I want you to succeed and be happy doing it. If you are a photographer or entrepreneur and you want to know how to create a business that delights your soul, provides an actual income and allows you to have a happy and profitable life, then you are in the right place. Welcome, friend!
In our podcast, we will discuss everything business, life and of course, marketing since marketing is my specialty. Since starting the coaching side of my business, I have helped entrepreneurs across different industries develop websites that consistently convert sales and marketing plans that actually work and bring in dream clients.
Being a photographer and business owner is fun, but it can be stressful, so let’s break down the roadblocks and find new paths for success together. I am bringing my years of experience to you to not only help you grow your business, but to help you find balance so you can have a happy life.
Imposter Syndrome and Head TrashLet’s start by talking about what these two things are so imposter syndrome is when you feel like you’re a phony when you don’t feel like you are a success in your own right.
Head trash is all those little voices in your head that tell you you can’t do some thing head trash is usually what leads to imposter syndrome so we’re gonna break these things down and I’m gonna teach you some tricks of how I do with them.
A big thing right now is how social media really can hurt us emotionally when we see other people succeeding and showing off their success and then we don’t feel like we’re doing as well as they are.
I know for me, I can so quickly go from feeling great about what I am doing and then I can be completely destroyed the next minute if I let myself go down that destructive path of comparison. But, let me just tell you, everyone is putting their best face on for social media. To judge yourself in a low moment against everybody’s best is just not fair. Also follower count doesn’t mean anything. It doesn’t mean that they’re making more money than you, it doesn’t mean that they’re booking out, it doesn’t even mean that they’re more popular than you, it just means they have a higher number of followers. That’s it.
It’s so easy to compare ourselves with data like that and to feel like crap about ourselves, but I want to challenge you to actually look at your life, look at who you are, and look what you are accomplishing because it might just be something amazing.
I posted a couple weeks ago about this like epiphany I had in the shower because I do a lot of my thinking in the shower. I was totally comparing myself to another photographer who has like 20,000 followers and she is doing amazing things with her business, but she started only five years ago and I started 16 years ago. I started having this crazy guilt about not doing well in my business even though the truth is that my business is great. I make good money doing photography and I’m proud of that. I teach other people how to do that too. Just because she’s doing great, doesn’t mean that I’m not doing great.
So I started thinking about it and she has done a ton in her business because her kid has actually been in school whereas mine have been home. I realized that she has truly had more work time than I have. That’s what pushed her business further than mine in some aspects. So I started to see how exciting it is for her to be successful and how I’m successful too, I’m just doing it in my own time and on my own path. And that’s OK.
That is really what I want all of you to grasp is that we can celebrate other people success and be excited for them.
It’s so much easier to feel guilt because you’re not as good as somebody else, but what if we just stopped feeling that way? What if we looked at each situation and each person and we’re just simply excited for them because…and here’s the drumroll... because whatever they are doing, you can do it too.
Isn’t that so exciting? That’s what makes it so much fun to root for other people and to cheer them on- it’s because if they can do it, you can do it too. If I can move to a new state and start my business basically from scratch and be completely booked out in two months time, you can do that too.
You can take whatever situation you are in and turn it around.You can grow your business. You can be better at your job.You can be free to be who you are and to do what you love.Listen to the full podcast to hear more of my story and how I created a system to stop the negative talk and learned to daily deal with imposter syndrome and head trash to move past my insecurities and be free to live the life I want to live.
