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Hey there,

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you're listening to the hair of the dog podcast.

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And I'm your host,

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Nicole Begley on today's episode,

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I am so honored to welcome one of the leaders in

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the portrait business worldwide in helping photographers up-level their business,

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get more clients in the door.

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And most importantly,

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earn a living that gives them freedom and earns what really

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we should be earning as a business owner.

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So if you're in business or thinking of starting your business,

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you definitely want to take a listen to this episode.

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A great conversation with Megan and we are diving all into

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what it takes to be a Luxe business.

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And it's not necessarily what you think.

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So stay tuned.

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Welcome to the hair of the dog podcast.

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If you're a pet photographer,

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ready to make more money and start living a life by

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your design,

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you've come to the right place.

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And now your host,

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pet photographer,

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travel addict,

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chocolate martini connoisseur,

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Nicole Begley.

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Hey, everybody.

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Welcome to the hair of the dog podcast.

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I'm your host,

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Nicole Begley.

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And today we have a very special guest with us.

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The one,

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the only Megan DiPiero from Southwest Florida and Megan DiPiero photography.

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Welcome Megan to the podcast.

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Well, hello,

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Nicole. Good to be here.

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I'm So excited that you're here.

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Yeah, I am so well,

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let's back up before we distill,

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like I just sometimes get so excited and I dive straight

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into things.

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So before I dive into the book that we're going to

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talk about and all your incredible pricing,

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sales and knowledge,

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why don't we take a step back and let everybody know

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a little bit about you and where you live and what

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you do and all that good stuff.

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All that good stuff.

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Yeah. So I am in Southwest Florida,

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lovely sunny,

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Southwest Florida.

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And I've been in business as a photographer for the last

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10 years.

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So in that time,

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built my business up to a half a million dollars,

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love it there.

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And then I had a choice.

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I'm like,

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you know,

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do we keep going bigger?

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Or do we take that step back and enjoy some other

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ideas and opportunities?

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So my real goal for myself and also for my,

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my coaching community is that I like to say,

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how can we get your business to a place where you're

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making multiple six figures?

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And then while you're at it,

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let's give you the time freedom to so a perfect world.

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I like folks to be working three,

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four days a week and just making the money that they

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want and having that freedom and that time freedom and money

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freedom to,

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Oh my gosh,

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absolutely because let's face it.

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Most of the reason that most of us got into this

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business to work for ourselves was freedom.

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And then all of a sudden we realized like,

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holy cow,

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I'm working,

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you know,

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a gazillion hours per client.

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I'm taking all these clients because I'm trying to,

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you know,

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hit the elusive six figures.

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I'm trying to make this the money,

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but I haven't really done my numbers.

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So I don't even realize that I'm could be making more

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at Starbucks for the amount of hours I'm working.

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So yeah,

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it's a really important to know these numbers so that we

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can actually reach this place of working a reasonable amount of

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time. Yeah.

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And, and the much easier thing instead of struggling and trying

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to increase your volume.

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And I mean,

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that's where everyone goes first.

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They're like,

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I need more clients,

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more clients,

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more clients.

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And I'm like,

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actually hold up.

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What if you just make more money with each client?

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And can that be rewarding for both of you?

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And the answer is yes,

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because actually people find that they feel more rewarded and more

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satisfied when they spend more money,

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because that means it's something that's true and real and valuable

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to them.

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And you just invite them into that opportunity.

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Like spending more is a joy for your clients and not

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a burden.

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Yeah. Yeah.

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So you have a book that you just wrote,

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she sells,

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which is awesome.

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And you guys sent me an audio copy.

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I've been listening.

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I was shopping at Costco the other day and I hadn't

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been in like two months.

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So as I'm walking down all the Isles,

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you actually cost me like $700.

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Cause I listed to walk down all the aisles,

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but like so much stuff.

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Now I'm happy to be your shopping buddy.

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Oh my God.

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True, dangerous.

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But anyway,

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in the book you were talking about the,

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the different levels of the market and how the internet has

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changed the basic market sophistication of people.

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And I thought that was fascinating.

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I, for a long time kind of been saying and thinking

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that that middle,

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that middle section of the photography market is dead.

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It's just like no man's land where if you are decent

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and high volume,

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low cost,

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okay. Yeah,

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you can,

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you can make a business there.

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And the people that are,

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you know,

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doing the shoot and burn,

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like, yeah,

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they're busy.

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Maybe they're not profitable,

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but there's demand there.

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And then you can also be on this high end of

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the market.

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But for the people in that middle of the road,

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it's, it's really,

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really hard because you're not cheap enough for the value seekers

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and you're not exclusive enough for the high end.

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Exactly. And I mean,

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Costco is a perfect example right there.

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So there is a very busy world in our economy,

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in the value sphere.

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So you will get Amazon target,

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Costco, Walmart,

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these places are making bank.

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And then on the flip side of it,

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you look at luxury malls and you see,

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you know,

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in our area we have in a luxury malls,

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they've got no free space.

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We were like chomping at the bit to get into those

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establishments. And you look at like things like all the philanthropy

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Gallas and you look at private schools.

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I mean,

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there's no lack of people trying to get in on this

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higher end endeavor.

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But what you see falling out completely is that mid-market.

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So if you go to like,

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I think of the high-end mall near us cranking,

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and then meanwhile,

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our favorite movie theater is in a mall.

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That's like a ghost town.

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There's nothing there.

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The entire food court is closed.

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Every store is closed.

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All there is,

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is the movie theater it's barely hanging on.

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Like the ceiling is peeling down.

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I'm like,

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really this place is next,

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but it's because that mid market does not exist in today's

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economy. So if you're trying to charge $800,

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even a thousand dollars,

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you might be missing both spheres because you are too expensive

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for that low end shopper and too low for that high

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end shopper.

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So you need to change,

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choose a lane.

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And my best advice is choose that luxury lane because if

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portrait innovations and Sears portrait studio and glamour shots with all

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their resources and all their money and time,

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if they cannot stay in business on the value end of

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things, how can we as solopreneurs do it like that business

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model just doesn't seem to work in our service based industry,

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but the luxury camp that works fantastic for us.

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Yeah. Yeah.

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I love that.

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And I love how you were talking about just people being

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able to pick and choose like,

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Hey, I'm going to go low,

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you know,

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economy, economy,

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class here,

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and I'm going to go first class over here and they

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can pick and choose what they value for me.

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I will go spend a lot of money on a really

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nice dinner or like a really fancy hotel.

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But like,

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if I even have to buy a new wallet or a

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purse target,

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I'm like $40 stupid.

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It's totally different for everyone because it's so fascinating.

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As I ask people,

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I'm like,

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you know,

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what do you spend on?

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Because it is going to be different.

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Some people,

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yeah. They're restaurants.

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Some people are vacations.

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Some people are closed.

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You know,

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some people are who knows rent and stuff,

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horses, hunting.

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I have no idea.

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Right? Everyone's going to be something different on where they spend

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their big bucks and where they economized.

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But one thing we can all agree on a photographers.

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This is my favorite question to ask.

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I say,

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okay, listen,

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if you don't think you spend big pop quiz,

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what's in your camera bag right now,

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like plays a number on the amount of gear that's in

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your camera bag.

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And without doubt,

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almost everyone says minimum $5,000

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and many times they'll say like $10,000.

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So then I turn it around and I say,

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look, if here's you,

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whatever walk of life you come from,

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let's say you identify as,

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as middle-class consumer here's,

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you middle-class.

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And yet you have spent $10,000

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on something you value.

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So if you can do it then other people like you

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can do it too.

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Everyone can spend on what they value.

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They may not do it as frequently as they go to

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Costco, because Costco,

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you might be doing every week.

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Whereas your high end restaurants,

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you might be doing once a month,

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you know,

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some people once a year,

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but people can value what they value.

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And they'll put the big bucks behind that.

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Yeah. Oh my gosh.

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Absolutely. I think one of the other interesting things too,

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with this change in the market is,

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you know,

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we have our target market,

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our target client,

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but I feel like that is not so much like,

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oh, a demographic,

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but so much more,

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a value driven look at who they are.

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So like for pet photography,

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my target client is someone whose dog sleeps on the bed.

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Someone's whose dog is like truly family.

278
00:08:49,400 --> 00:08:50,420
Like they're going to the brewery,

279
00:08:50,420 --> 00:08:51,410
they're taking the dog with them.

280
00:08:51,410 --> 00:08:52,550
It's not going to stay at home.

281
00:08:52,730 --> 00:08:53,000
You know,

282
00:08:53,000 --> 00:08:55,270
they're, they're doing just everything.

283
00:08:55,380 --> 00:08:56,400
High-end food.

284
00:08:56,400 --> 00:08:58,800
They're having a dog sit or come when they're out of

285
00:08:58,800 --> 00:08:59,940
town, you know,

286
00:08:59,940 --> 00:09:04,500
in that actual demographic piece might actually be pretty different.

287
00:09:04,830 --> 00:09:08,610
Yes. And I get to this piece in it's actually so

288
00:09:08,610 --> 00:09:10,260
fascinating because when I was writing the book,

289
00:09:10,260 --> 00:09:10,590
I thought,

290
00:09:10,590 --> 00:09:13,260
okay, I need to step outside of photography for a minute

291
00:09:13,260 --> 00:09:15,210
here. And imagine a business.

292
00:09:15,210 --> 00:09:16,890
That's nothing like my business,

293
00:09:16,890 --> 00:09:18,990
but it is probably going to be more like your business

294
00:09:18,990 --> 00:09:19,310
to call.

295
00:09:20,190 --> 00:09:21,510
And that is pet boarding.

296
00:09:21,810 --> 00:09:22,170
I was like,

297
00:09:22,170 --> 00:09:23,430
okay, I don't have a dog,

298
00:09:23,460 --> 00:09:23,820
but let me,

299
00:09:23,820 --> 00:09:24,600
I love cats.

300
00:09:24,630 --> 00:09:25,050
But I said,

301
00:09:25,080 --> 00:09:28,740
let me imagine what a pet boarding business would look like

302
00:09:28,950 --> 00:09:30,480
on the luxury end of things.

303
00:09:30,660 --> 00:09:32,100
And so I stretched myself to say,

304
00:09:32,100 --> 00:09:32,400
you know,

305
00:09:32,400 --> 00:09:33,720
who would be that client?

306
00:09:33,720 --> 00:09:36,270
And I came up with these fictional characters and I was

307
00:09:36,270 --> 00:09:36,660
like, you know,

308
00:09:36,660 --> 00:09:40,710
this is the client who they recognize their story is that

309
00:09:40,740 --> 00:09:42,660
our pet is our family.

310
00:09:43,020 --> 00:09:45,060
And so whoever identifies like that,

311
00:09:45,060 --> 00:09:46,320
like my pet is my family.

312
00:09:46,320 --> 00:09:47,130
Then they're saying,

313
00:09:47,280 --> 00:09:48,480
sell me my story.

314
00:09:48,660 --> 00:09:50,940
And my story is that nothing is too good for our

315
00:09:50,940 --> 00:09:53,910
pet. So then that person is not going to want to

316
00:09:53,910 --> 00:09:56,280
put their dog in a kennel when they're going on vacation.

317
00:09:56,460 --> 00:09:58,500
And they're not going to want to have some random person

318
00:09:58,500 --> 00:09:59,340
off care.com

319
00:09:59,340 --> 00:10:00,240
come into their home.

320
00:10:00,240 --> 00:10:01,530
They're going to want an expert,

321
00:10:01,560 --> 00:10:02,370
a professional,

322
00:10:02,370 --> 00:10:03,750
someone who knows what they're doing,

323
00:10:03,930 --> 00:10:06,570
and they're going to trust their family member to only the

324
00:10:06,570 --> 00:10:08,310
best. So as we think about it,

325
00:10:08,310 --> 00:10:10,920
we have to think who is that person who wants only

326
00:10:10,920 --> 00:10:11,280
the best?

327
00:10:11,310 --> 00:10:12,840
Why do they want only the best?

328
00:10:12,840 --> 00:10:14,580
And then we just step in and serve that need.

329
00:10:14,790 --> 00:10:16,350
And because we're making big bucks,

330
00:10:16,530 --> 00:10:18,390
we have more ability to serve that need.

331
00:10:18,390 --> 00:10:20,130
We can give our clients more time.

332
00:10:20,250 --> 00:10:22,380
We can put more resources behind it.

333
00:10:22,500 --> 00:10:25,170
We can spoil them with product and service and experience and

334
00:10:25,170 --> 00:10:25,710
all of that,

335
00:10:26,010 --> 00:10:27,270
which in the mid market,

336
00:10:27,270 --> 00:10:28,710
and certainly in the value market,

337
00:10:28,710 --> 00:10:29,970
you cannot do that.

338
00:10:29,970 --> 00:10:32,220
You just don't have the time or resources to fill that

339
00:10:32,220 --> 00:10:33,480
need. Yeah,

340
00:10:33,510 --> 00:10:36,030
absolutely. And I think one of the other important pieces too,

341
00:10:36,030 --> 00:10:40,170
especially when you're working with people that value their dog,

342
00:10:40,170 --> 00:10:43,140
as much as they do as a family member that as

343
00:10:43,200 --> 00:10:44,130
pet photographers,

344
00:10:44,130 --> 00:10:46,680
whether you specialize only in pets or maybe you have a

345
00:10:46,680 --> 00:10:48,060
family business and pets,

346
00:10:48,450 --> 00:10:49,740
I've said for a long time,

347
00:10:49,740 --> 00:10:53,700
I feel like the people that love photographing pets and love

348
00:10:53,700 --> 00:10:58,200
photographing kids have like a giant wide open,

349
00:10:58,380 --> 00:11:02,760
huge untapped market of families that have dogs,

350
00:11:02,820 --> 00:11:04,980
the want to include them in their family photos.

351
00:11:05,460 --> 00:11:06,120
Oh my God.

352
00:11:06,120 --> 00:11:09,180
Yes. To have the messaging around,

353
00:11:09,180 --> 00:11:12,330
like, I love your dog as much as you do,

354
00:11:12,330 --> 00:11:13,560
as much as your kids,

355
00:11:13,560 --> 00:11:15,540
like your dog is part of the family.

356
00:11:15,840 --> 00:11:17,280
I know dog behavior,

357
00:11:17,280 --> 00:11:18,930
like I'll get the best of it.

358
00:11:18,930 --> 00:11:20,010
Like kid behavior,

359
00:11:20,010 --> 00:11:20,730
the dog behavior,

360
00:11:20,730 --> 00:11:21,960
you sit back and relax.

361
00:11:22,320 --> 00:11:23,520
And I see no one doing that.

362
00:11:24,180 --> 00:11:25,500
Yes. Oh my God.

363
00:11:25,500 --> 00:11:26,340
Itself magic.

364
00:11:26,520 --> 00:11:27,420
And, and here's the thing.

365
00:11:27,450 --> 00:11:29,490
I'm not a pet photographer specifically,

366
00:11:29,640 --> 00:11:32,370
but I love the energy that different personalities bring.

367
00:11:32,370 --> 00:11:34,440
And I count dogs as part of that,

368
00:11:34,440 --> 00:11:35,880
you have to know the toddler energy,

369
00:11:35,880 --> 00:11:38,310
the team between energy and the puppy energy.

370
00:11:38,310 --> 00:11:39,540
You have to know all these things.

371
00:11:39,960 --> 00:11:41,670
And so when I work with pets,

372
00:11:41,670 --> 00:11:45,030
here's a magic little thing that you all and that we

373
00:11:45,030 --> 00:11:47,460
all have as folks who photograph pets.

374
00:11:47,790 --> 00:11:50,670
Imagine you've got a family with three daughters.

375
00:11:50,850 --> 00:11:52,860
Now, if you're photographing those three daughters,

376
00:11:52,860 --> 00:11:54,430
you photograph daughter one,

377
00:11:54,430 --> 00:11:55,660
two and three solo,

378
00:11:55,900 --> 00:11:58,270
and you can photograph the three daughters together,

379
00:11:58,450 --> 00:12:01,480
but you cannot photograph daughter one and two and daughter two

380
00:12:01,480 --> 00:12:02,140
and three,

381
00:12:02,200 --> 00:12:03,640
because now you're leaving a hole.

382
00:12:03,640 --> 00:12:04,630
You're separating them out.

383
00:12:04,810 --> 00:12:05,320
But guess what?

384
00:12:05,320 --> 00:12:07,030
As soon as you involve that fourth party,

385
00:12:07,090 --> 00:12:07,690
that pet,

386
00:12:08,020 --> 00:12:11,260
you can now photograph daughter one with pet daughter two with

387
00:12:11,260 --> 00:12:11,980
pet daughter three,

388
00:12:11,980 --> 00:12:14,680
with all the girls together with pet the pet solo,

389
00:12:14,800 --> 00:12:18,670
you just doubled the number of saleable shots because the pet

390
00:12:18,730 --> 00:12:20,920
can connect on different levels to different people.

391
00:12:21,100 --> 00:12:23,020
So just immediate opportunity.

392
00:12:23,020 --> 00:12:24,310
And one time I found it,

393
00:12:24,340 --> 00:12:26,080
I always love to do end of year analysis.

394
00:12:26,080 --> 00:12:26,500
Cause you know,

395
00:12:26,500 --> 00:12:27,250
we love metrics.

396
00:12:27,250 --> 00:12:27,880
We love numbers.

397
00:12:28,450 --> 00:12:29,890
And I'm looking at my end of year analysis.

398
00:12:29,890 --> 00:12:32,710
I always evaluate who are my top 10 clients.

399
00:12:32,980 --> 00:12:35,680
And I was looking at the sales and I even put

400
00:12:35,680 --> 00:12:37,690
pictures with them to kind of refresh my memory,

401
00:12:37,690 --> 00:12:38,500
who that client was.

402
00:12:38,830 --> 00:12:40,120
And of the top 10,

403
00:12:40,120 --> 00:12:42,310
six of them had pets in the shoot.

404
00:12:43,660 --> 00:12:45,100
I am not a pet photographer.

405
00:12:45,280 --> 00:12:47,860
And yet six of my best vendors had pets.

406
00:12:47,860 --> 00:12:51,220
So this tells me the opportunity is so untapped in that

407
00:12:51,220 --> 00:12:53,980
market. If all you do is include pets and people,

408
00:12:54,250 --> 00:12:56,260
boom, your sales can explode so much.

409
00:12:56,470 --> 00:12:57,610
Yeah. Oh my gosh.

410
00:12:57,670 --> 00:12:59,770
Absolutely. It wasn't very long.

411
00:12:59,770 --> 00:13:02,020
I started my business about the same time he did 2010

412
00:13:02,380 --> 00:13:03,730
and it used to be,

413
00:13:03,730 --> 00:13:04,360
I was actually,

414
00:13:04,360 --> 00:13:07,750
I started families and pets when it started because of 2010,

415
00:13:07,750 --> 00:13:08,200
it was like,

416
00:13:08,230 --> 00:13:09,910
well, I can't just do pets.

417
00:13:09,940 --> 00:13:10,720
That's crazy.

418
00:13:12,200 --> 00:13:12,940
Turns out you can.

419
00:13:13,930 --> 00:13:14,320
You know?

420
00:13:14,320 --> 00:13:16,810
And I had so many people back then.

421
00:13:16,840 --> 00:13:19,630
Gosh, even as recently as well,

422
00:13:19,630 --> 00:13:21,580
the last like industry conference I went to,

423
00:13:21,580 --> 00:13:25,960
which was right before COVID so like 2019 portrait photographers,

424
00:13:25,960 --> 00:13:28,390
like old school portrait photographers that would just tell me like,

425
00:13:28,390 --> 00:13:29,610
you can't make any money in pets.

426
00:13:29,610 --> 00:13:29,980
And like,

427
00:13:30,490 --> 00:13:31,630
oh no,

428
00:13:31,810 --> 00:13:32,260
no, no,

429
00:13:32,260 --> 00:13:35,590
no. Like my pet clients would spend as much,

430
00:13:35,620 --> 00:13:38,530
often more than my family clients.

431
00:13:38,800 --> 00:13:39,580
And you know,

432
00:13:39,580 --> 00:13:40,690
those were $3,000

433
00:13:40,710 --> 00:13:42,190
averages way back in the day too.

434
00:13:42,190 --> 00:13:42,670
So like,

435
00:13:43,480 --> 00:13:46,810
yes. And I think it's because like you said,

436
00:13:46,810 --> 00:13:48,070
you're speaking their language,

437
00:13:48,070 --> 00:13:49,450
you're speaking about their needs.

438
00:13:49,660 --> 00:13:53,110
You're reaching them in a way that they're not seeing from

439
00:13:53,110 --> 00:13:54,700
the rest of the portrait industry.

440
00:13:55,030 --> 00:13:56,740
And so all you have to do is show them.

441
00:13:56,740 --> 00:13:57,250
I see you.

442
00:13:57,250 --> 00:13:57,820
I hear you.

443
00:13:57,820 --> 00:14:00,580
I understand your needs and you problem solve that with them.

444
00:14:01,090 --> 00:14:02,440
Yeah. Oh my gosh.

445
00:14:02,830 --> 00:14:03,340
I love it.

446
00:14:03,490 --> 00:14:03,880
I love it.

447
00:14:03,880 --> 00:14:04,240
I love it.

448
00:14:04,630 --> 00:14:06,190
So as I was listening to your book,

449
00:14:06,190 --> 00:14:09,220
there was another piece that I would love to go into.

450
00:14:09,220 --> 00:14:13,240
And that is your Lux model or,

451
00:14:13,480 --> 00:14:13,810
you know,

452
00:14:13,810 --> 00:14:15,970
building the value because I think this is one of the

453
00:14:15,970 --> 00:14:17,830
things that we hear so many times,

454
00:14:17,830 --> 00:14:19,390
like we need to share value.

455
00:14:19,390 --> 00:14:20,470
We need to share value.

456
00:14:20,470 --> 00:14:21,640
We need to give them service.

457
00:14:21,640 --> 00:14:22,300
We need to do this.

458
00:14:22,300 --> 00:14:22,720
And that.

459
00:14:22,720 --> 00:14:23,260
And people are like,

460
00:14:23,260 --> 00:14:24,380
well, but,

461
00:14:24,520 --> 00:14:26,260
but what does that look like?

462
00:14:26,440 --> 00:14:27,640
Right. Yeah.

463
00:14:27,970 --> 00:14:30,370
And I think there's a very scary word that we've been

464
00:14:30,370 --> 00:14:31,000
dancing around,

465
00:14:31,000 --> 00:14:32,290
which is the word luxury.

466
00:14:32,710 --> 00:14:34,660
And many people get afraid of luxury.

467
00:14:34,660 --> 00:14:35,410
They're saying,

468
00:14:35,470 --> 00:14:36,880
ah, now your audience,

469
00:14:36,880 --> 00:14:37,510
isn't gonna hear this,

470
00:14:37,510 --> 00:14:39,490
but both of us are showing up on t-shirts today,

471
00:14:39,490 --> 00:14:40,240
right? I mean,

472
00:14:40,240 --> 00:14:43,210
we're like casual where we enjoy our casual time and people

473
00:14:43,210 --> 00:14:43,630
think, Hey,

474
00:14:43,630 --> 00:14:44,980
I'm a t-shirt girl.

475
00:14:45,190 --> 00:14:47,410
I'm not going to dress up in Louis Vuitton's and I'm

476
00:14:47,410 --> 00:14:47,950
like, listen,

477
00:14:47,950 --> 00:14:48,910
you don't have to.

478
00:14:49,210 --> 00:14:52,010
And you don't have to do your shoots in like designer

479
00:14:52,010 --> 00:14:53,180
clothes. You can do.

480
00:14:53,570 --> 00:14:54,290
That's the thing.

481
00:14:54,500 --> 00:14:56,270
So when people hear the word luxury,

482
00:14:56,270 --> 00:14:57,230
before we go any further,

483
00:14:57,230 --> 00:15:00,530
I want them to understand that replace the word luxury in

484
00:15:00,530 --> 00:15:02,090
your mind with full service,

485
00:15:02,390 --> 00:15:04,910
because that's the kind of luxury we're talking about.

486
00:15:04,910 --> 00:15:07,490
We're not talking designer this and that though.

487
00:15:07,490 --> 00:15:08,060
You could,

488
00:15:08,060 --> 00:15:10,580
you could talk that language if that's what your brand calls

489
00:15:10,580 --> 00:15:12,860
for. But for those of you who like to roll around

490
00:15:12,860 --> 00:15:14,030
in the field with dog,

491
00:15:14,180 --> 00:15:15,050
you can do that too.

492
00:15:15,860 --> 00:15:17,240
So what Lux is,

493
00:15:17,240 --> 00:15:18,560
is I define it as this,

494
00:15:18,830 --> 00:15:21,860
the L in Lux is learn the deeper concern.

495
00:15:22,220 --> 00:15:24,350
The you is up your game.

496
00:15:24,560 --> 00:15:25,790
The X is X,

497
00:15:25,850 --> 00:15:27,050
expand. Your role,

498
00:15:27,080 --> 00:15:28,010
took a little Liberty with that.

499
00:15:28,010 --> 00:15:30,950
One E is elevate your prices.

500
00:15:31,190 --> 00:15:32,060
So when we look at that,

501
00:15:32,060 --> 00:15:32,990
the first three,

502
00:15:32,990 --> 00:15:37,670
right there are just about understanding where's your client and how

503
00:15:37,670 --> 00:15:39,290
can you solve their problems better?

504
00:15:39,410 --> 00:15:41,960
What extra elevated service can you bring to them?

505
00:15:42,110 --> 00:15:44,990
How can you listen deeper than the next photographer?

506
00:15:45,080 --> 00:15:46,310
How can you bring more value,

507
00:15:46,310 --> 00:15:47,330
more service to them?

508
00:15:47,570 --> 00:15:50,300
And then of course the E is just elevate your prices,

509
00:15:50,300 --> 00:15:51,980
right? Because if you're going to do all that,

510
00:15:52,130 --> 00:15:53,570
then why not charge more for it?

511
00:15:53,780 --> 00:15:56,120
And the secret thing about elevating your prices is that when

512
00:15:56,120 --> 00:15:57,200
people spend more money,

513
00:15:57,350 --> 00:15:58,790
they value that more.

514
00:15:59,060 --> 00:16:01,250
So taking it back to that example of what's in your

515
00:16:01,250 --> 00:16:02,060
camera bag,

516
00:16:02,420 --> 00:16:04,790
those same people who tell me they have $10,000

517
00:16:04,790 --> 00:16:05,180
a year,

518
00:16:05,180 --> 00:16:05,630
I say,

519
00:16:05,780 --> 00:16:07,850
would you give that to your kid to go tote around?

520
00:16:07,850 --> 00:16:09,290
Would you hand that off to a stranger?

521
00:16:09,290 --> 00:16:11,810
No. If you're in an airplane with a $10,000

522
00:16:11,810 --> 00:16:12,500
bag of gear,

523
00:16:12,680 --> 00:16:13,610
you hold onto that,

524
00:16:13,610 --> 00:16:14,450
like, it's your baby.

525
00:16:15,350 --> 00:16:17,330
So when people spend more money,

526
00:16:17,330 --> 00:16:19,280
they value something even more.

527
00:16:19,280 --> 00:16:23,360
And they might look with fonder eyes upon the experience because

528
00:16:23,360 --> 00:16:24,410
of what they've paid for it.

529
00:16:24,860 --> 00:16:26,600
So we want to do all the service things,

530
00:16:26,600 --> 00:16:29,480
but then we also want to claim the price that elevates

531
00:16:29,600 --> 00:16:31,040
the way our clients feel about it.

532
00:16:31,280 --> 00:16:33,350
And we're in that we deserve to do that.

533
00:16:33,350 --> 00:16:35,540
And it actually makes the clients feel happier because of it.

534
00:16:36,680 --> 00:16:38,600
Yeah. I always encourage my students,

535
00:16:38,660 --> 00:16:41,030
especially when they start to get around sales and they,

536
00:16:41,030 --> 00:16:41,390
you know,

537
00:16:41,480 --> 00:16:43,820
hear the word sales and start to feel that like icky,

538
00:16:43,820 --> 00:16:47,630
like used car salesman pitch,

539
00:16:47,660 --> 00:16:50,690
which is actually not true anymore because I'm trying to buy

540
00:16:50,690 --> 00:16:52,400
an, a car and I can't find anyone to help me

541
00:16:54,140 --> 00:16:55,070
Have no cars.

542
00:16:56,240 --> 00:16:59,960
Anyway, they just get this like yuckiness around that.

543
00:17:00,230 --> 00:17:00,710
Oh, hold on.

544
00:17:00,710 --> 00:17:02,180
I just totally lost my train of thought.

545
00:17:02,510 --> 00:17:03,020
What was it?

546
00:17:04,040 --> 00:17:04,700
Oh, I remember.

547
00:17:04,730 --> 00:17:05,630
Okay, nevermind.

548
00:17:06,260 --> 00:17:07,670
They get this yuckiness around the sale.

549
00:17:07,670 --> 00:17:11,270
So I always encourage them to think of something that they,

550
00:17:11,750 --> 00:17:13,400
maybe it was a little bit of a splurge.

551
00:17:13,640 --> 00:17:17,720
Then they spent more money than maybe they were planning to,

552
00:17:17,900 --> 00:17:21,470
or they saved up for was just a big investment and

553
00:17:21,980 --> 00:17:24,500
well, how they felt when they were doing that,

554
00:17:24,950 --> 00:17:28,910
how they felt towards the service provider or the business they

555
00:17:28,910 --> 00:17:29,780
were spending it with.

556
00:17:29,780 --> 00:17:31,350
Cause I think a lot of people get in their head

557
00:17:31,400 --> 00:17:31,880
thinking like,

558
00:17:31,880 --> 00:17:32,990
if I charge this,

559
00:17:33,200 --> 00:17:34,940
people are gonna think I'm terrible.

560
00:17:35,300 --> 00:17:39,800
Or you know that I'm a crook or overcharging or insert

561
00:17:39,800 --> 00:17:40,670
adjective here.

562
00:17:40,820 --> 00:17:43,040
Yes. But if you can then turn it around,

563
00:17:43,040 --> 00:17:44,300
how did I think about that?

564
00:17:44,330 --> 00:17:44,630
Oh no.

565
00:17:44,630 --> 00:17:46,400
I was excited to spend that money.

566
00:17:47,120 --> 00:17:50,220
Yeah. And then to take it even further and look at

567
00:17:50,220 --> 00:17:51,270
it as all right.

568
00:17:51,300 --> 00:17:52,920
I spent that money a year ago,

569
00:17:52,920 --> 00:17:53,880
five years ago.

570
00:17:54,270 --> 00:17:56,100
What's my feelings towards it now.

571
00:17:56,430 --> 00:17:57,660
Like, is it still,

572
00:17:57,990 --> 00:17:59,670
oh, that was the best thing I did.

573
00:17:59,930 --> 00:18:02,370
Yeah. And you can have touchstones in your life where you

574
00:18:02,370 --> 00:18:04,260
remember all those big spends.

575
00:18:04,620 --> 00:18:07,920
And I think the reason why we have that icky feeling

576
00:18:08,220 --> 00:18:12,060
and we lean that way is because we're comparing it to

577
00:18:12,060 --> 00:18:13,500
the value end of the spectrum.

578
00:18:13,830 --> 00:18:17,010
Because if you're walking down the lanes of Costco and you've

579
00:18:17,010 --> 00:18:18,210
got a cereal box,

580
00:18:18,210 --> 00:18:19,890
that's 50 cents and a zero bucks,

581
00:18:19,890 --> 00:18:20,520
that's a dollar 50.

582
00:18:20,520 --> 00:18:21,750
And then all of a sudden it's zero bucks.

583
00:18:21,750 --> 00:18:22,530
That's $50.

584
00:18:22,740 --> 00:18:24,390
You're going to be mad at that cereal box.

585
00:18:24,390 --> 00:18:24,810
You're gonna be like,

586
00:18:24,810 --> 00:18:25,560
how dare they,

587
00:18:25,560 --> 00:18:25,920
why are,

588
00:18:25,950 --> 00:18:27,270
why are they overcharging?

589
00:18:27,270 --> 00:18:28,440
Who do they think they are?

590
00:18:28,680 --> 00:18:31,590
We're mad at them because we're in a value realm looking

591
00:18:31,590 --> 00:18:32,640
at a Lux product.

592
00:18:32,940 --> 00:18:34,770
But if you're in the Lux realm,

593
00:18:35,070 --> 00:18:39,180
if you go to a gourmet restaurant and they want to

594
00:18:39,180 --> 00:18:40,500
charge you $50 for cereal,

595
00:18:40,500 --> 00:18:40,800
I mean,

596
00:18:40,800 --> 00:18:41,910
I'd actually be curious,

597
00:18:41,940 --> 00:18:42,660
I'd lean in.

598
00:18:42,660 --> 00:18:43,080
I'd be like,

599
00:18:43,080 --> 00:18:44,370
tell me about this cereal.

600
00:18:44,370 --> 00:18:45,810
What is so special about it?

601
00:18:45,810 --> 00:18:48,720
Like I would be intrigued and we've all heard stories of

602
00:18:48,990 --> 00:18:50,310
exorbitantly priced things.

603
00:18:50,310 --> 00:18:50,490
You know,

604
00:18:50,490 --> 00:18:51,270
like the,

605
00:18:51,420 --> 00:18:53,190
a burger that costs a thousand dollars,

606
00:18:53,640 --> 00:18:53,820
you know,

607
00:18:53,820 --> 00:18:55,170
an ice cream cone that costs X,

608
00:18:55,170 --> 00:18:55,620
Y, Z.

609
00:18:55,830 --> 00:18:57,540
And when we hear these extravagant tales,

610
00:18:57,540 --> 00:18:58,170
we lean in,

611
00:18:58,170 --> 00:18:58,980
we get curious,

612
00:18:59,220 --> 00:19:01,410
but it's like to the buyer who spent that money,

613
00:19:01,410 --> 00:19:02,460
they feel proud of it.

614
00:19:02,460 --> 00:19:04,680
And we don't have to be so exorbitant.

615
00:19:04,680 --> 00:19:05,850
We need to like really,

616
00:19:05,850 --> 00:19:08,820
when I think about it having a $2,000

617
00:19:08,820 --> 00:19:09,840
or $5,000

618
00:19:09,840 --> 00:19:11,070
or even a $10,000

619
00:19:11,070 --> 00:19:14,190
sale, these are not really exorbitant prices.

620
00:19:14,460 --> 00:19:18,780
If your home value is such that you're paying $2,500

621
00:19:18,780 --> 00:19:19,110
a month,

622
00:19:19,440 --> 00:19:21,450
that means you're paying it 12 times a year,

623
00:19:21,540 --> 00:19:22,320
12 times a year,

624
00:19:22,320 --> 00:19:24,840
2500 2500,

625
00:19:24,840 --> 00:19:27,180
2500. That is therefore a comfortable number for you.

626
00:19:27,180 --> 00:19:28,890
So your clients can spend that.

627
00:19:28,890 --> 00:19:31,710
And if your mortgage is twice that they can spend that.

628
00:19:31,710 --> 00:19:33,660
And if their mortgage is three times that they can spend

629
00:19:33,420 --> 00:19:36,870
that. So the number is all relative to the disposable income.

630
00:19:36,870 --> 00:19:39,510
We have what we value and how we feel about the

631
00:19:39,510 --> 00:19:41,640
person and how much they're solving the problems that we have.

632
00:19:42,030 --> 00:19:43,170
Yeah. I love that.

633
00:19:43,350 --> 00:19:44,730
And one of the things I noticed,

634
00:19:44,730 --> 00:19:48,180
I went to Yellowstone last summer and we were in Bozeman.

635
00:19:48,180 --> 00:19:50,190
Now we're walking down and I go into one of these

636
00:19:50,220 --> 00:19:50,940
art stores,

637
00:19:51,860 --> 00:19:52,620
a gallery,

638
00:19:52,950 --> 00:19:56,760
and I'm looking at the prices and I know the price

639
00:19:56,760 --> 00:19:58,890
of what the medium of those are because some of them

640
00:19:58,890 --> 00:20:00,630
were like acrylics and things like that.

641
00:20:00,630 --> 00:20:03,570
Like I know how much that costs and you know,

642
00:20:03,570 --> 00:20:04,890
they're selling them for five,

643
00:20:05,040 --> 00:20:07,050
six, $10,000

644
00:20:07,470 --> 00:20:09,240
and mental note.

645
00:20:09,240 --> 00:20:09,780
I was like,

646
00:20:10,530 --> 00:20:13,560
this wasn't created specifically for someone,

647
00:20:13,920 --> 00:20:16,890
this is something they are just creating and selling.

648
00:20:16,920 --> 00:20:19,830
And people are purchasing a piece of artwork.

649
00:20:19,830 --> 00:20:23,070
Like how much money do clients spend purchasing artwork for your

650
00:20:23,070 --> 00:20:24,420
home? Yes.

651
00:20:24,720 --> 00:20:26,400
Because if you get that series,

652
00:20:26,400 --> 00:20:26,850
that's like,

653
00:20:26,850 --> 00:20:28,050
it's going to be numbered on the back.

654
00:20:28,050 --> 00:20:29,820
It's going to say number one of 36,

655
00:20:29,910 --> 00:20:32,820
right? We are creating not one of 36,

656
00:20:32,820 --> 00:20:33,570
not one of a hundred.

657
00:20:33,570 --> 00:20:35,220
We are creating one of one.

658
00:20:35,430 --> 00:20:38,100
You're the only owner of this piece of art that was

659
00:20:38,100 --> 00:20:39,180
custom made for you.

660
00:20:39,420 --> 00:20:40,410
So if in a gallery,

661
00:20:40,420 --> 00:20:42,870
the one of 36 can sell for 10,000,

662
00:20:43,020 --> 00:20:45,690
then your art can absolutely sell for 10,000

663
00:20:45,690 --> 00:20:46,770
because it is personalized.

664
00:20:46,770 --> 00:20:48,790
And<inaudible> yeah.

665
00:20:49,000 --> 00:20:50,440
The other thing that came to mind too,

666
00:20:50,440 --> 00:20:52,840
when you were talking about the cereal and like the $50

667
00:20:52,840 --> 00:20:58,480
cereal at Costco is I feel like this is why products

668
00:20:58,480 --> 00:21:01,750
are so important because people are going to take,

669
00:21:01,750 --> 00:21:06,100
if you're a photographer and you're selling just digital files,

670
00:21:06,100 --> 00:21:07,150
but you've done your prices.

671
00:21:07,150 --> 00:21:07,480
And you're like,

672
00:21:07,480 --> 00:21:09,760
I know I need to sell my digital files of $2,000

673
00:21:09,760 --> 00:21:10,390
for a session,

674
00:21:10,390 --> 00:21:11,620
like an all inclusive something.

675
00:21:12,070 --> 00:21:16,930
People subconsciously are going to compare that product to the $200

676
00:21:17,020 --> 00:21:18,850
digital files of photographer,

677
00:21:18,850 --> 00:21:19,900
be down the street.

678
00:21:20,260 --> 00:21:23,680
And they have no idea whether yours are better or worse.

679
00:21:23,680 --> 00:21:25,120
Like they don't see that you could be,

680
00:21:25,120 --> 00:21:28,750
award-winning like JIA nominee from PPA.

681
00:21:28,960 --> 00:21:32,440
And this person could be like overexposed and like out of

682
00:21:32,440 --> 00:21:33,460
focus. And they're like,

683
00:21:33,730 --> 00:21:34,300
I don't get it.

684
00:21:34,300 --> 00:21:35,260
They should be the same price.

685
00:21:35,260 --> 00:21:36,430
Why is this one so expensive?

686
00:21:36,520 --> 00:21:36,910
Yeah. Yeah,

687
00:21:37,330 --> 00:21:39,910
exactly. And you should also have the sense that,

688
00:21:40,300 --> 00:21:40,690
you know,

689
00:21:41,050 --> 00:21:43,060
if you've ever had the experience where you walk into a

690
00:21:43,060 --> 00:21:44,470
place and you just suddenly,

691
00:21:44,470 --> 00:21:46,000
like, this was probably like you in that gallery,

692
00:21:46,000 --> 00:21:46,810
you walk in and you're like,

693
00:21:47,320 --> 00:21:48,790
this place is going to be expensive.

694
00:21:49,090 --> 00:21:49,570
And it's like,

695
00:21:49,570 --> 00:21:51,640
you can't really put a finger on why it's just like

696
00:21:51,640 --> 00:21:52,720
something in the air.

697
00:21:52,720 --> 00:21:54,790
Like the way that the staff is attentive or the way

698
00:21:54,790 --> 00:21:56,410
that things are laid out or the lighting,

699
00:21:56,410 --> 00:21:59,470
there's just something happening in that environment that makes you feel

700
00:21:59,680 --> 00:22:01,030
this is going to be more expensive.

701
00:22:01,450 --> 00:22:03,820
That's the feeling we want our clients to have.

702
00:22:03,820 --> 00:22:05,260
So images aside,

703
00:22:05,680 --> 00:22:07,720
the experience should come down to that.

704
00:22:07,720 --> 00:22:09,130
Like when they work with you,

705
00:22:09,130 --> 00:22:09,610
they get,

706
00:22:10,150 --> 00:22:11,170
this can be expensive.

707
00:22:11,170 --> 00:22:11,380
You know,

708
00:22:11,380 --> 00:22:12,310
they should feel that.

709
00:22:12,310 --> 00:22:15,280
And the way they feel that is most likely not through

710
00:22:15,280 --> 00:22:15,820
your art,

711
00:22:15,970 --> 00:22:18,880
although that can be a factor it's most likely in how

712
00:22:18,880 --> 00:22:21,730
you listen and how you care for them.

713
00:22:21,730 --> 00:22:24,880
And so if the shooting burner is hiring them and it's

714
00:22:24,880 --> 00:22:26,410
like, fill out a form on the website,

715
00:22:26,410 --> 00:22:27,490
I'll get back to you.

716
00:22:27,490 --> 00:22:28,480
And then they email you back.

717
00:22:28,480 --> 00:22:30,100
Yeah. I can meet you on this date at that park,

718
00:22:30,130 --> 00:22:30,340
blah, blah,

719
00:22:30,340 --> 00:22:33,100
blah, completely different perception.

720
00:22:33,520 --> 00:22:36,430
And the photographer who gets on the phone and says,

721
00:22:36,640 --> 00:22:37,870
tell me about your vision.

722
00:22:38,140 --> 00:22:39,250
Tell me about your pet.

723
00:22:39,310 --> 00:22:39,580
You know,

724
00:22:39,580 --> 00:22:41,740
what, what can you tell me about their personality?

725
00:22:41,740 --> 00:22:43,390
And then taking it even a step further,

726
00:22:43,600 --> 00:22:44,830
maybe you go to their home,

727
00:22:44,830 --> 00:22:45,850
you do a consultation,

728
00:22:45,850 --> 00:22:47,320
you meet the dog in person.

729
00:22:47,530 --> 00:22:49,870
Now you guys are friends when you're together at this shoot,

730
00:22:50,140 --> 00:22:50,920
you and the pet,

731
00:22:50,950 --> 00:22:51,520
even, you know,

732
00:22:51,520 --> 00:22:52,510
the whole group of us,

733
00:22:52,510 --> 00:22:53,560
we're all connected now.

734
00:22:53,560 --> 00:22:55,210
And now we're delivering on the friend level.

735
00:22:55,570 --> 00:22:57,850
All of these things lead up to at the point at

736
00:22:57,850 --> 00:22:58,360
which you say,

737
00:22:58,540 --> 00:23:00,940
and this is the cost for this product and this experience.

738
00:23:01,090 --> 00:23:02,200
Now it makes sense.

739
00:23:02,470 --> 00:23:03,520
It's not a mystery.

740
00:23:03,520 --> 00:23:04,540
It's not surprise.

741
00:23:04,570 --> 00:23:05,890
And it's pleasantly looked upon.

742
00:23:06,310 --> 00:23:07,360
Yeah. Agreed.

743
00:23:07,630 --> 00:23:09,100
And along with that,

744
00:23:09,310 --> 00:23:12,250
I see so many people that are so scared to make

745
00:23:12,250 --> 00:23:13,150
that connection.

746
00:23:13,390 --> 00:23:16,390
And so scared to like even have a picture of themselves

747
00:23:16,390 --> 00:23:19,330
on their website or be visible,

748
00:23:19,540 --> 00:23:20,530
or, you know,

749
00:23:20,530 --> 00:23:22,150
especially in the pet photography world,

750
00:23:22,150 --> 00:23:24,910
a lot of us are introverts and a lot of people

751
00:23:24,910 --> 00:23:25,180
are like,

752
00:23:25,180 --> 00:23:27,070
well, I got into pet photography cause I don't really like

753
00:23:27,070 --> 00:23:27,850
working with people.

754
00:23:28,000 --> 00:23:29,410
But last time I checked,

755
00:23:29,410 --> 00:23:30,580
most dogs don't have a checkbook,

756
00:23:30,790 --> 00:23:34,060
so I need to still work with the people.

757
00:23:34,300 --> 00:23:37,270
So just making that connection,

758
00:23:37,330 --> 00:23:38,650
I think can be really scary,

759
00:23:38,650 --> 00:23:40,960
but it's such an important piece.

760
00:23:41,950 --> 00:23:45,680
And I know I've been stressing a lot too of trying

761
00:23:45,710 --> 00:23:49,310
people putting video on their website and just like on their

762
00:23:49,310 --> 00:23:50,180
inquiry page,

763
00:23:50,240 --> 00:23:50,390
you know,

764
00:23:50,390 --> 00:23:53,390
I actually had a student that did on their inquiry page.

765
00:23:53,540 --> 00:23:55,430
People fill out their contact form,

766
00:23:55,970 --> 00:23:56,240
you know,

767
00:23:56,240 --> 00:23:57,890
to get more information inquiry,

768
00:23:57,890 --> 00:23:58,910
page little video,

769
00:23:58,910 --> 00:24:02,390
Hey, our next step is to book a consultation with the

770
00:24:02,390 --> 00:24:03,110
calendar link,

771
00:24:03,110 --> 00:24:08,240
right underneath 75% conversion to people booking their flight or the

772
00:24:08,240 --> 00:24:10,460
booking, their call right there.

773
00:24:11,660 --> 00:24:12,920
And ah,

774
00:24:12,950 --> 00:24:13,550
gosh, I just,

775
00:24:13,700 --> 00:24:15,080
I feel like that video,

776
00:24:15,230 --> 00:24:15,530
you know,

777
00:24:15,530 --> 00:24:19,160
you get to see so much more of a person because

778
00:24:19,220 --> 00:24:21,530
even though you don't have to be available right at that

779
00:24:21,530 --> 00:24:23,810
second, they get to see you.

780
00:24:23,810 --> 00:24:25,070
They could see your mannerisms.

781
00:24:25,070 --> 00:24:25,820
They get to like,

782
00:24:26,240 --> 00:24:27,440
I don't know what the stat is,

783
00:24:27,440 --> 00:24:30,050
but it's within like two seconds that we make a decision.

784
00:24:30,050 --> 00:24:31,130
If we like someone or not.

785
00:24:32,180 --> 00:24:33,620
And people are always worried.

786
00:24:33,640 --> 00:24:34,550
What if they don't like me?

787
00:24:34,580 --> 00:24:34,790
I'm like,

788
00:24:34,790 --> 00:24:36,080
well, they're going to find that out.

789
00:24:36,080 --> 00:24:37,460
And they're probably not going to work with you anyway.

790
00:24:37,460 --> 00:24:42,440
So I might as well get out there Yourself,

791
00:24:42,440 --> 00:24:43,910
be seen as the friend.

792
00:24:43,970 --> 00:24:44,510
That's the,

793
00:24:44,570 --> 00:24:45,800
that's the really big takeaway.

794
00:24:45,800 --> 00:24:48,350
And I think in some ways I think shoot and burn

795
00:24:48,350 --> 00:24:51,560
photographers might have us beat on that note because I see

796
00:24:51,830 --> 00:24:54,350
a lot of shoot and burners are working within their circle

797
00:24:54,350 --> 00:24:55,100
of influence.

798
00:24:55,790 --> 00:24:57,440
If you're a mom on the playground,

799
00:24:57,530 --> 00:24:59,240
your clients are moms on the playground.

800
00:24:59,240 --> 00:25:00,200
If you're in the,

801
00:25:00,440 --> 00:25:00,650
you know,

802
00:25:00,650 --> 00:25:02,510
the mops group for preschoolers,

803
00:25:02,510 --> 00:25:03,050
your friends,

804
00:25:03,080 --> 00:25:04,280
your clients and friends are there.

805
00:25:04,280 --> 00:25:04,700
You know?

806
00:25:04,910 --> 00:25:05,960
So we,

807
00:25:05,960 --> 00:25:07,610
as, as Lux providers,

808
00:25:07,610 --> 00:25:10,370
as people who are doing the higher end service and experience,

809
00:25:10,670 --> 00:25:13,070
we need to also be where our clients are,

810
00:25:13,220 --> 00:25:14,060
wherever that is,

811
00:25:14,060 --> 00:25:17,030
wherever you identify that this is my perfect world.

812
00:25:17,030 --> 00:25:18,590
This is my perfect circle of influence.

813
00:25:18,590 --> 00:25:19,010
And you know,

814
00:25:19,160 --> 00:25:20,810
it's not always going to be the most obvious thing.

815
00:25:20,810 --> 00:25:22,910
Cause sometimes when I'm talking to pet photographers,

816
00:25:22,910 --> 00:25:23,270
they're like,

817
00:25:23,420 --> 00:25:23,780
oh, okay,

818
00:25:23,780 --> 00:25:25,880
well I have to be at the pet food store.

819
00:25:26,300 --> 00:25:26,630
And I'm like,

820
00:25:26,660 --> 00:25:29,240
maybe, but who is your ideal client?

821
00:25:29,270 --> 00:25:30,530
Is your ideal client.

822
00:25:30,650 --> 00:25:34,550
The empty-nester maybe you're meeting them at a philanthropic gala.

823
00:25:34,880 --> 00:25:36,770
Maybe you're meeting them at the symphony,

824
00:25:36,890 --> 00:25:37,250
you know?

825
00:25:37,340 --> 00:25:38,540
Or is your client,

826
00:25:39,080 --> 00:25:41,030
is your client people with teenage kids?

827
00:25:41,030 --> 00:25:43,520
Maybe you're meeting them at the,

828
00:25:43,790 --> 00:25:44,180
I don't know,

829
00:25:44,210 --> 00:25:45,290
maybe you're meeting them at the,

830
00:25:45,290 --> 00:25:46,100
at the schools.

831
00:25:46,100 --> 00:25:46,700
Right? There's like,

832
00:25:47,030 --> 00:25:48,920
you're going to find people in different avenues,

833
00:25:48,920 --> 00:25:50,690
but you must first know who is your avatar?

834
00:25:50,930 --> 00:25:51,500
Where are they?

835
00:25:51,500 --> 00:25:52,640
Where do they spend their time?

836
00:25:52,790 --> 00:25:54,350
And then you need to be there with them.

837
00:25:54,350 --> 00:25:54,950
So think of it,

838
00:25:54,950 --> 00:25:57,020
just like that shooting burner on the playground,

839
00:25:57,140 --> 00:25:59,000
what's the playground you're playing on.

840
00:25:59,180 --> 00:26:01,820
What are the communities in the context that you connect with?

841
00:26:02,030 --> 00:26:03,830
And then you want to be that person who's there with

842
00:26:03,830 --> 00:26:06,470
them because people do work with people they know trust and

843
00:26:06,470 --> 00:26:09,710
like, and so to your point about if they're meeting you

844
00:26:09,710 --> 00:26:11,240
on the website for the first time,

845
00:26:11,420 --> 00:26:13,640
what else can you do to deepen relationships?

846
00:26:13,640 --> 00:26:15,980
How can you be the first person they think of and

847
00:26:15,980 --> 00:26:17,240
the person who delivers for them?

848
00:26:17,660 --> 00:26:18,650
Yeah. No,

849
00:26:18,650 --> 00:26:20,410
and I can a hundred percent here.

850
00:26:20,420 --> 00:26:22,340
My, some people in my audience right now,

851
00:26:22,340 --> 00:26:23,480
as they're listening to the saying,

852
00:26:23,510 --> 00:26:24,560
oh, but Nicole,

853
00:26:24,560 --> 00:26:26,030
I don't belong in those circles.

854
00:26:26,450 --> 00:26:27,740
Like for whatever reason,

855
00:26:27,740 --> 00:26:29,840
their identity is not one of,

856
00:26:29,840 --> 00:26:30,080
you know,

857
00:26:30,080 --> 00:26:31,550
and I think this is pretty common in a lot of

858
00:26:31,550 --> 00:26:34,280
photography, just industry in general,

859
00:26:34,280 --> 00:26:35,210
like maybe they grew up,

860
00:26:35,270 --> 00:26:35,750
you know,

861
00:26:36,140 --> 00:26:39,770
lower class or lower middle class or even middle-class,

862
00:26:39,770 --> 00:26:42,890
but they feel like the people with the disposable,

863
00:26:43,560 --> 00:26:43,800
you know,

864
00:26:44,040 --> 00:26:50,490
all these lifetime of money beliefs are just out of reach.

865
00:26:50,850 --> 00:26:52,950
Yeah. So one thing you said in your book that I

866
00:26:52,950 --> 00:26:53,280
was like,

867
00:26:53,310 --> 00:26:53,670
oh my God,

868
00:26:53,670 --> 00:26:54,090
I love that.

869
00:26:54,090 --> 00:26:57,000
I'm going to write that down is don't be nervous,

870
00:26:57,120 --> 00:26:58,050
lead with service.

871
00:26:58,050 --> 00:26:58,350
So I'm like,

872
00:27:01,000 --> 00:27:01,830
that's so great.

873
00:27:04,050 --> 00:27:05,220
It's the absolute truth.

874
00:27:05,220 --> 00:27:06,420
Yes. And I think that,

875
00:27:06,720 --> 00:27:06,960
you know,

876
00:27:06,960 --> 00:27:08,880
if you just simply boil everything down to numbers,

877
00:27:08,880 --> 00:27:10,050
I love that you not love numbers.

878
00:27:10,050 --> 00:27:10,770
Like I do Nicole.

879
00:27:10,770 --> 00:27:11,970
It's like really,

880
00:27:11,970 --> 00:27:13,800
you can reverse engineer success.

881
00:27:13,980 --> 00:27:14,730
And sometimes people say,

882
00:27:14,760 --> 00:27:15,930
oh, you make it sound so simple.

883
00:27:15,930 --> 00:27:17,310
It literally is that simple.

884
00:27:17,640 --> 00:27:18,810
So if you think of it like this,

885
00:27:19,050 --> 00:27:20,790
who's the most successful photographer,

886
00:27:21,060 --> 00:27:22,740
the photographer with 10 contacts,

887
00:27:22,920 --> 00:27:26,280
the photographer with 20 contacts or the photographer with 200 contacts.

888
00:27:26,610 --> 00:27:29,640
So you need to be the person with 200 context.

889
00:27:29,640 --> 00:27:30,750
It's literally that simple.

890
00:27:31,050 --> 00:27:32,670
And then if you want to fill your books for us,

891
00:27:32,670 --> 00:27:34,680
we do about seven shoots a month.

892
00:27:34,680 --> 00:27:35,760
We do 45,000

893
00:27:35,760 --> 00:27:36,090
a month.

894
00:27:36,420 --> 00:27:36,960
And it's like,

895
00:27:37,080 --> 00:27:38,520
how do you get to 45,000

896
00:27:38,520 --> 00:27:39,150
with seven clients?

897
00:27:39,150 --> 00:27:40,500
Okay. How do I get seven clients?

898
00:27:40,500 --> 00:27:43,890
Well, I probably need to ask 14 people because half of

899
00:27:43,890 --> 00:27:44,700
them are going to say no.

900
00:27:44,700 --> 00:27:46,290
So calling my leads,

901
00:27:46,470 --> 00:27:47,370
doing outbound,

902
00:27:47,370 --> 00:27:48,270
reach all these things,

903
00:27:48,270 --> 00:27:48,480
you know,

904
00:27:48,480 --> 00:27:50,880
this is what I need to do is just reverse engineering

905
00:27:50,880 --> 00:27:51,630
and going for it.

906
00:27:51,990 --> 00:27:53,580
So when you think like a business owner,

907
00:27:53,580 --> 00:27:57,210
you do have to leave behind your past beliefs and you

908
00:27:57,210 --> 00:27:59,820
have to overcome these money blocks because I was like,

909
00:28:00,060 --> 00:28:02,460
raise my hand when you say lower middle-class.

910
00:28:02,460 --> 00:28:02,970
And that was me.

911
00:28:03,000 --> 00:28:03,960
That's how I was raised.

912
00:28:04,290 --> 00:28:04,860
In fact,

913
00:28:04,890 --> 00:28:08,220
my mom worked at a very expensive private school in New

914
00:28:08,220 --> 00:28:09,360
York city.

915
00:28:09,420 --> 00:28:11,160
And there were a lot of money beliefs handed down to

916
00:28:11,160 --> 00:28:12,060
me about how,

917
00:28:12,060 --> 00:28:12,450
you know,

918
00:28:12,450 --> 00:28:13,530
are rich people greedy.

919
00:28:13,530 --> 00:28:14,970
Do they take advantage of people?

920
00:28:14,970 --> 00:28:15,360
You know?

921
00:28:15,360 --> 00:28:19,530
And I break that up because how can I work with

922
00:28:19,530 --> 00:28:20,250
not just rich people,

923
00:28:20,250 --> 00:28:21,930
but how can I work with all people?

924
00:28:22,080 --> 00:28:24,450
If I walk into a relationship with prejudice,

925
00:28:24,450 --> 00:28:25,290
you can't do that.

926
00:28:25,680 --> 00:28:26,760
So now I have to say,

927
00:28:26,790 --> 00:28:30,450
okay, my clients will have more disposable income.

928
00:28:30,570 --> 00:28:32,970
If I search them in these circles of influence,

929
00:28:33,300 --> 00:28:35,850
I need to be the photographer that has more reach more

930
00:28:35,850 --> 00:28:37,440
contacts in those worlds.

931
00:28:37,770 --> 00:28:40,110
And then you need to bust apart the money beliefs.

932
00:28:40,140 --> 00:28:42,150
Because if you spend your life thinking,

933
00:28:42,510 --> 00:28:43,770
rich, people are other rich.

934
00:28:43,770 --> 00:28:44,640
People are bad.

935
00:28:44,640 --> 00:28:45,600
Rich people are greedy.

936
00:28:45,600 --> 00:28:46,500
They want to hurt me.

937
00:28:46,800 --> 00:28:48,300
How can you become rich?

938
00:28:49,080 --> 00:28:51,840
Because you just told me that rich people are bad people.

939
00:28:51,840 --> 00:28:53,670
So no way do you want to be part of that

940
00:28:53,670 --> 00:28:55,410
world? But I don't see it that way.

941
00:28:55,410 --> 00:28:57,630
I see it as rich people are people,

942
00:28:58,320 --> 00:29:01,350
people are people and people want to be served and people

943
00:29:01,350 --> 00:29:04,380
want to feel good and people want to feel valued and

944
00:29:04,380 --> 00:29:07,740
you can serve anyone with that attitude and idea.

945
00:29:08,160 --> 00:29:09,780
And so stop thinking about yourself,

946
00:29:09,810 --> 00:29:11,430
take your ego out and say,

947
00:29:11,460 --> 00:29:12,060
don't be nervous,

948
00:29:12,060 --> 00:29:12,750
lead with service.

949
00:29:12,750 --> 00:29:15,450
How can I serve more people and be the person who

950
00:29:15,450 --> 00:29:16,950
knows and helps more people?

951
00:29:17,370 --> 00:29:18,510
Yeah, absolutely.

952
00:29:18,510 --> 00:29:20,010
Cause when you put it that way too,

953
00:29:20,010 --> 00:29:24,720
like by us not asking people and not reaching out to

954
00:29:24,720 --> 00:29:29,340
people, we're actually doing them a disservice because our dogs don't

955
00:29:29,340 --> 00:29:30,780
live all that long.

956
00:29:30,990 --> 00:29:33,060
And if you don't actually ask,

957
00:29:33,300 --> 00:29:34,590
it's going to be too late.

958
00:29:34,800 --> 00:29:36,360
And then now this person,

959
00:29:36,360 --> 00:29:39,780
their dog has gone and they've never actually gotten something beautiful

960
00:29:39,780 --> 00:29:40,680
to remember them by.

961
00:29:40,990 --> 00:29:45,580
So like us asking is actually helping it,

962
00:29:45,580 --> 00:29:47,350
helping them it's it's a service.

963
00:29:47,410 --> 00:29:49,720
And the other thing I think people get hung up on

964
00:29:49,720 --> 00:29:50,140
is they're like,

965
00:29:50,140 --> 00:29:50,530
well, I don't,

966
00:29:50,590 --> 00:29:51,730
I don't know what to say,

967
00:29:52,030 --> 00:29:53,020
but guess what?

968
00:29:53,050 --> 00:29:54,130
You're a pet photographer.

969
00:29:54,440 --> 00:29:58,450
You'll hopefully love dogs and pets and whatever you're photographing and

970
00:29:58,510 --> 00:30:01,150
your owners love dogs and pets.

971
00:30:01,300 --> 00:30:03,580
So just ask them about their dog.

972
00:30:06,100 --> 00:30:07,630
And I love book recommendations.

973
00:30:07,630 --> 00:30:08,650
I love business stuff so much.

974
00:30:08,650 --> 00:30:10,390
I'm going to recommend another great book for your audience.

975
00:30:10,390 --> 00:30:12,760
And that would be the introvert's edge.

976
00:30:13,030 --> 00:30:13,930
I love the book,

977
00:30:13,930 --> 00:30:15,340
the introvert's edge.

978
00:30:15,730 --> 00:30:17,020
It's by Matthew Pollard.

979
00:30:17,020 --> 00:30:18,010
He's fantastic.

980
00:30:18,010 --> 00:30:19,990
And he talks about that.

981
00:30:19,990 --> 00:30:20,200
You know,

982
00:30:20,200 --> 00:30:21,490
we think of extroverts,

983
00:30:21,490 --> 00:30:22,420
like I'm an extrovert.

984
00:30:22,420 --> 00:30:23,010
I'll say I,

985
00:30:23,010 --> 00:30:24,640
I feel great in a room full of people,

986
00:30:24,910 --> 00:30:28,000
but that's sometimes bites me in the butt because as an

987
00:30:28,000 --> 00:30:30,520
extrovert, a lot of times we rely on our charm and

988
00:30:30,520 --> 00:30:32,500
our charisma and we just show up unprepared.

989
00:30:33,130 --> 00:30:36,280
And so that can work in my advantage sometimes.

990
00:30:36,460 --> 00:30:39,550
But many times I have put my foot in my mouth.

991
00:30:39,760 --> 00:30:43,180
I have so many horror stories of times I've tremendously embarrassed

992
00:30:43,180 --> 00:30:44,470
myself and my clients,

993
00:30:45,580 --> 00:30:46,810
But I need my hand here.

994
00:30:46,810 --> 00:30:47,080
I'm like,

995
00:30:47,080 --> 00:30:49,330
yes. Speaking,

996
00:30:49,330 --> 00:30:53,710
without thinking and relying on charm alone is not going to

997
00:30:53,710 --> 00:30:54,880
work in the long run.

998
00:30:54,910 --> 00:30:56,320
It is going to work many times,

999
00:30:56,350 --> 00:30:57,430
but not all times.

1000
00:30:57,640 --> 00:30:59,290
So actually the person who wins,

1001
00:30:59,290 --> 00:31:00,700
and this is the premise of the book,

1002
00:31:01,030 --> 00:31:05,350
the introvert has the advantage because an introvert is not going

1003
00:31:05,350 --> 00:31:07,210
to go into a situation unprepared.

1004
00:31:07,210 --> 00:31:08,200
Cause that would be death,

1005
00:31:08,230 --> 00:31:10,570
right? You're not going to walk in and just be like,

1006
00:31:10,600 --> 00:31:12,490
oh, let me just wing this no way.

1007
00:31:12,640 --> 00:31:14,470
So an introvert will go in with a plan,

1008
00:31:14,470 --> 00:31:15,400
with a script with,

1009
00:31:15,520 --> 00:31:17,350
with the concept of what they're trying to do.

1010
00:31:17,680 --> 00:31:19,000
And then if it doesn't work,

1011
00:31:19,240 --> 00:31:22,780
they can refine and keep polishing and come back with a

1012
00:31:22,780 --> 00:31:23,860
new, stronger script.

1013
00:31:24,100 --> 00:31:24,670
So I,

1014
00:31:24,670 --> 00:31:26,530
as an extrovert can learn a lot from that.

1015
00:31:26,800 --> 00:31:28,090
And I read the book being like,

1016
00:31:28,090 --> 00:31:31,030
how can I improve my script and my plan and my

1017
00:31:31,030 --> 00:31:33,730
process? How can I listen better?

1018
00:31:33,730 --> 00:31:34,210
Cause I mean,

1019
00:31:34,210 --> 00:31:37,990
that's another huge advantage that introverts have extroverts love to talk.

1020
00:31:38,140 --> 00:31:40,120
Introverts are great at listening,

1021
00:31:40,300 --> 00:31:42,730
listen to your clients and they will love you.

1022
00:31:42,910 --> 00:31:44,890
You just have to give them that reason to talk.

1023
00:31:45,130 --> 00:31:45,550
And yes,

1024
00:31:45,550 --> 00:31:47,710
it's about ask them about their dog who wouldn't want to

1025
00:31:47,710 --> 00:31:49,390
talk about the thing they love and the,

1026
00:31:49,540 --> 00:31:50,590
and their family member,

1027
00:31:50,590 --> 00:31:51,700
that's so important to them.

1028
00:31:51,880 --> 00:31:53,440
So you just have to give them the floor and they

1029
00:31:53,440 --> 00:31:55,750
will feel more valued and closer to you because of it.

1030
00:31:56,170 --> 00:31:57,130
Yeah. I mean,

1031
00:31:57,130 --> 00:31:58,090
absolutely. I,

1032
00:31:58,120 --> 00:32:00,190
how many times do you ask someone like you,

1033
00:32:00,190 --> 00:32:01,510
they, you mentioned their dog,

1034
00:32:01,510 --> 00:32:02,470
like in a conversation,

1035
00:32:02,470 --> 00:32:04,900
you're just talking to someone and they immediately go to their

1036
00:32:04,900 --> 00:32:06,940
phone and pull up pictures of the dog.

1037
00:32:07,150 --> 00:32:08,950
Actually, even when I travel,

1038
00:32:09,250 --> 00:32:10,510
hopefully my kids don't listen to this.

1039
00:32:10,720 --> 00:32:12,820
When I travel my husband and I like send pictures of

1040
00:32:12,820 --> 00:32:14,230
the animals back and forth to each other,

1041
00:32:15,460 --> 00:32:16,390
the kids are still alive.

1042
00:32:16,390 --> 00:32:16,840
Right. Okay.

1043
00:32:16,840 --> 00:32:17,470
Good. All right.

1044
00:32:17,470 --> 00:32:18,610
Here's the cats really cute.

1045
00:32:21,910 --> 00:32:23,320
Yeah. Terrible.

1046
00:32:23,380 --> 00:32:24,940
Terrible. Yeah.

1047
00:32:24,940 --> 00:32:27,220
No, I love that one other introvert point too.

1048
00:32:27,670 --> 00:32:29,560
I'm like right on the edge.

1049
00:32:29,560 --> 00:32:31,660
So it depends kind of which test I take.

1050
00:32:31,660 --> 00:32:33,940
I usually lean slightly extrovert,

1051
00:32:33,940 --> 00:32:36,730
but definitely have introverted tendencies,

1052
00:32:37,900 --> 00:32:39,280
but introverts,

1053
00:32:39,500 --> 00:32:40,670
a lot of people think,

1054
00:32:41,210 --> 00:32:41,540
you know,

1055
00:32:41,570 --> 00:32:42,230
I'm an introvert.

1056
00:32:42,230 --> 00:32:45,680
So that means I'm not good at just performing,

1057
00:32:45,800 --> 00:32:47,570
talking, like being on.

1058
00:32:48,020 --> 00:32:53,390
But truly the introvert just needs time to alone to kind

1059
00:32:53,390 --> 00:32:58,550
of re re decompress and regroup where I've seen a lot

1060
00:32:58,550 --> 00:32:59,360
of introverts.

1061
00:32:59,630 --> 00:33:00,710
There are incredible.

1062
00:33:00,710 --> 00:33:03,500
They like flip a switch and they are just like,

1063
00:33:03,860 --> 00:33:05,000
they are on,

1064
00:33:05,030 --> 00:33:07,310
they can present to a room full of people.

1065
00:33:07,310 --> 00:33:08,810
They can like get the sale.

1066
00:33:09,140 --> 00:33:11,720
They can do all the things and put themselves out there

1067
00:33:11,720 --> 00:33:13,940
because it's almost like they have this little alter ego.

1068
00:33:14,830 --> 00:33:15,950
Yeah. That they're just like,

1069
00:33:16,010 --> 00:33:16,280
all right,

1070
00:33:16,280 --> 00:33:17,180
I'm here for this.

1071
00:33:17,450 --> 00:33:19,640
And I'm coming at this from service and I am just

1072
00:33:19,640 --> 00:33:20,900
here to serve this person.

1073
00:33:20,900 --> 00:33:22,130
And here we go,

1074
00:33:22,520 --> 00:33:22,940
Love it.

1075
00:33:23,240 --> 00:33:26,270
And I think the point there is whatever you perceive as

1076
00:33:26,270 --> 00:33:26,870
your weakness,

1077
00:33:26,900 --> 00:33:28,220
there's a flip side to it.

1078
00:33:28,340 --> 00:33:29,780
There's the alter ego to it.

1079
00:33:29,990 --> 00:33:31,370
That's going to be the strength.

1080
00:33:31,850 --> 00:33:32,780
And so if you think,

1081
00:33:32,810 --> 00:33:33,770
oh, I'm too young,

1082
00:33:33,770 --> 00:33:34,910
no one takes me seriously.

1083
00:33:34,970 --> 00:33:36,500
Awesome. Lean into your youth.

1084
00:33:36,740 --> 00:33:37,850
Think about the innovation.

1085
00:33:37,880 --> 00:33:40,430
Think about how you think differently than older generations.

1086
00:33:40,640 --> 00:33:42,200
If you think on the flip side,

1087
00:33:42,200 --> 00:33:42,950
I'm too old.

1088
00:33:42,980 --> 00:33:45,050
No, one's going to take me seriously because they're not going

1089
00:33:45,050 --> 00:33:45,920
to think I'm in touch.

1090
00:33:46,040 --> 00:33:47,630
Okay. Think about your experience.

1091
00:33:47,750 --> 00:33:50,540
Think about the wealth of knowledge you have working with people

1092
00:33:50,540 --> 00:33:51,020
working in,

1093
00:33:51,020 --> 00:33:52,250
in business and in life,

1094
00:33:52,250 --> 00:33:52,460
you know,

1095
00:33:52,460 --> 00:33:55,550
whatever is that thing you perceive as your limitation flip it,

1096
00:33:55,700 --> 00:33:58,700
there's some goodness in there and you can just strengthen that

1097
00:33:58,730 --> 00:34:01,490
and pump yourself up with the mantras of all that you're

1098
00:34:01,490 --> 00:34:03,350
capable of and all that you can do.

1099
00:34:03,560 --> 00:34:04,910
And you can also fill in the gaps.

1100
00:34:04,910 --> 00:34:06,410
If there's something you're not strong in,

1101
00:34:06,770 --> 00:34:07,430
fill in the gap,

1102
00:34:07,460 --> 00:34:09,740
get your education on practice with people.

1103
00:34:09,860 --> 00:34:12,380
You can get anything better if you believe you can.

1104
00:34:13,040 --> 00:34:14,540
Yeah. I love that.

1105
00:34:14,720 --> 00:34:15,770
I love that so much.

1106
00:34:15,980 --> 00:34:16,460
Oh man,

1107
00:34:16,460 --> 00:34:17,840
this is such a great conversation,

1108
00:34:17,840 --> 00:34:20,330
but there's something else that I kind of would love to

1109
00:34:20,330 --> 00:34:20,690
touch on.

1110
00:34:20,690 --> 00:34:23,180
We started to touch on kind of making those relationships,

1111
00:34:23,210 --> 00:34:27,380
but I know a lot of people like the question of

1112
00:34:27,380 --> 00:34:33,530
the week in every photography forum across the land is always

1113
00:34:33,530 --> 00:34:35,570
like, how do I market my business?

1114
00:34:36,080 --> 00:34:37,250
How do I get more clients?

1115
00:34:37,490 --> 00:34:38,750
How do I get more leads?

1116
00:34:38,930 --> 00:34:40,280
Like just help.

1117
00:34:40,610 --> 00:34:42,890
Yes. What do you have to say about that?

1118
00:34:43,070 --> 00:34:43,580
Oh my God.

1119
00:34:43,580 --> 00:34:44,510
That was such the question.

1120
00:34:44,510 --> 00:34:45,650
So, okay.

1121
00:34:45,890 --> 00:34:47,120
Before we go there,

1122
00:34:47,120 --> 00:34:49,700
I think that the thing to look at is to say,

1123
00:34:49,700 --> 00:34:50,900
what are your goals?

1124
00:34:51,140 --> 00:34:51,470
And so,

1125
00:34:51,470 --> 00:34:51,650
you know,

1126
00:34:51,650 --> 00:34:53,570
I already told you that we do 45,000

1127
00:34:53,570 --> 00:34:55,190
a month and here's the thing.

1128
00:34:55,340 --> 00:34:58,340
Someone who's got a thousand dollar average is looking at that

1129
00:34:58,340 --> 00:34:59,450
number 45,000.

1130
00:34:59,450 --> 00:34:59,750
And they're like,

1131
00:34:59,780 --> 00:35:00,320
oh my God,

1132
00:35:00,320 --> 00:35:01,370
okay. I need to get there.

1133
00:35:01,370 --> 00:35:02,180
So how do I do that?

1134
00:35:02,180 --> 00:35:04,220
Do I do 45 clients in a month?

1135
00:35:04,640 --> 00:35:06,620
And here's the thing you cannot do,

1136
00:35:06,620 --> 00:35:07,700
45 clients in a month.

1137
00:35:07,700 --> 00:35:09,110
Like, I don't even know what that looks like.

1138
00:35:09,110 --> 00:35:10,880
What, what does even the math on that,

1139
00:35:10,880 --> 00:35:13,460
like, I don't have that many hours in a week and

1140
00:35:13,460 --> 00:35:14,270
we already talked about you.

1141
00:35:14,270 --> 00:35:15,530
Can't like glamorous shots.

1142
00:35:15,530 --> 00:35:16,100
Can't do it.

1143
00:35:16,340 --> 00:35:17,240
Portrait innovations.

1144
00:35:17,240 --> 00:35:17,630
Can't do it.

1145
00:35:17,630 --> 00:35:21,440
The volume formula is broken for us as service providers.

1146
00:35:21,590 --> 00:35:22,760
So then I say to myself,

1147
00:35:22,760 --> 00:35:22,970
you know,

1148
00:35:22,970 --> 00:35:24,500
what, if I can't go bigger,

1149
00:35:24,710 --> 00:35:25,880
let's go deeper.

1150
00:35:26,030 --> 00:35:27,230
Let's deepen the sale,

1151
00:35:27,260 --> 00:35:28,160
deepen the connection,

1152
00:35:28,160 --> 00:35:29,060
deepen the service,

1153
00:35:29,090 --> 00:35:29,810
all that stuff.

1154
00:35:30,140 --> 00:35:32,090
And so really 45,000.

1155
00:35:32,300 --> 00:35:33,770
Well, if you're at a $6,500

1156
00:35:33,790 --> 00:35:35,480
average, that's how you do it.

1157
00:35:35,750 --> 00:35:37,250
You just do fewer clients,

1158
00:35:37,380 --> 00:35:38,310
deeper sales.

1159
00:35:38,760 --> 00:35:40,560
And even if that number intimidates,

1160
00:35:40,560 --> 00:35:42,360
you don't look at a $6,000

1161
00:35:42,360 --> 00:35:43,260
average. You know,

1162
00:35:43,260 --> 00:35:44,040
we have plenty of people,

1163
00:35:44,040 --> 00:35:46,650
myself included who regularly have $10,000

1164
00:35:46,650 --> 00:35:48,630
sales. And that's what lifts that average up.

1165
00:35:48,840 --> 00:35:50,340
But what if that number is freaking you out?

1166
00:35:50,340 --> 00:35:51,750
Okay, don't go 10,000

1167
00:35:51,750 --> 00:35:53,040
as, as you're in your mindset.

1168
00:35:53,280 --> 00:35:53,640
Think of it.

1169
00:35:53,640 --> 00:35:54,210
Instead as,

1170
00:35:54,210 --> 00:35:55,680
Hey, instead of a thousand dollar average,

1171
00:35:55,710 --> 00:35:56,970
let me have a $3,000

1172
00:35:56,970 --> 00:35:59,490
average. If you triple your prices,

1173
00:35:59,760 --> 00:36:02,520
you will reduce the workload by two.

1174
00:36:02,520 --> 00:36:06,300
That Right Now don't have to search for all those clients

1175
00:36:06,300 --> 00:36:08,580
because I just have to go deeper with the clients I

1176
00:36:08,580 --> 00:36:09,870
have. And as,

1177
00:36:09,950 --> 00:36:11,820
as long as you're out of that mid market,

1178
00:36:11,820 --> 00:36:12,240
like I said,

1179
00:36:12,240 --> 00:36:14,370
that 800 to a thousand dollar range,

1180
00:36:14,580 --> 00:36:18,240
the client's spending 2000 Ken also spend 4,000.

1181
00:36:18,420 --> 00:36:20,610
They can also spend 6,000.

1182
00:36:20,790 --> 00:36:23,070
You're just not inviting them to do so.

1183
00:36:23,310 --> 00:36:26,880
So understanding why it's in their interest to spend more and

1184
00:36:26,880 --> 00:36:30,210
what can you do to help them achieve more of their

1185
00:36:30,210 --> 00:36:32,820
dreams? That's going to be the better question to ask.

1186
00:36:33,120 --> 00:36:34,410
So before people go saying,

1187
00:36:34,500 --> 00:36:36,030
how can I get more clients?

1188
00:36:36,150 --> 00:36:38,130
I want people to take it back to the studs and

1189
00:36:38,130 --> 00:36:40,170
saying, how can I get better sales?

1190
00:36:40,290 --> 00:36:41,940
That's the Better question to ask.

1191
00:36:41,940 --> 00:36:43,020
And then you're not running yourself,

1192
00:36:43,020 --> 00:36:44,760
ragged looking for all those contacts.

1193
00:36:45,180 --> 00:36:45,630
I love it.

1194
00:36:45,630 --> 00:36:46,020
I love it.

1195
00:36:46,260 --> 00:36:48,360
What do you say to people that are like,

1196
00:36:48,420 --> 00:36:48,810
oh my God,

1197
00:36:48,810 --> 00:36:50,610
$4,500 sales session.

1198
00:36:50,610 --> 00:36:53,310
Like I need a paper bag to breathe into.

1199
00:36:53,490 --> 00:36:54,630
Like they just like,

1200
00:36:55,350 --> 00:36:57,630
oh yeah.

1201
00:36:57,660 --> 00:36:58,080
What do you have?

1202
00:36:58,080 --> 00:36:58,860
What do you say to them?

1203
00:36:59,490 --> 00:37:00,840
Well, it used to scare me too,

1204
00:37:00,840 --> 00:37:01,380
for sure.

1205
00:37:01,380 --> 00:37:03,930
And I never thought it was possible until it was.

1206
00:37:04,380 --> 00:37:06,720
And so I just say to people do it scared because

1207
00:37:06,720 --> 00:37:09,270
the only way to get past fear is to do it

1208
00:37:09,270 --> 00:37:12,150
scared. You're not going to be comfortable with a sale like

1209
00:37:12,150 --> 00:37:13,500
that until you have it.

1210
00:37:14,040 --> 00:37:14,790
And you know,

1211
00:37:14,790 --> 00:37:16,110
one of the big things that,

1212
00:37:16,260 --> 00:37:18,720
that I do as a coach is I try to normalize

1213
00:37:18,720 --> 00:37:19,860
the number 10,000.

1214
00:37:20,070 --> 00:37:22,920
Cause it is an astronomical number when you're starting out.

1215
00:37:23,250 --> 00:37:23,820
And so,

1216
00:37:23,820 --> 00:37:24,030
you know,

1217
00:37:24,030 --> 00:37:26,220
we've got our 10 K club that's people who have a

1218
00:37:26,220 --> 00:37:27,180
sale, $10,000

1219
00:37:27,180 --> 00:37:27,660
or higher.

1220
00:37:27,900 --> 00:37:30,720
Some people in my own students have beat me with their

1221
00:37:30,720 --> 00:37:31,620
sales. You know,

1222
00:37:31,620 --> 00:37:33,210
we had like 50,000,

1223
00:37:33,210 --> 00:37:34,800
60,000, $70,000

1224
00:37:34,800 --> 00:37:35,550
sales. I'm like what?

1225
00:37:35,940 --> 00:37:38,550
And so that number feels astronomical sometimes too,

1226
00:37:38,550 --> 00:37:40,740
but it's not once you do it,

1227
00:37:41,160 --> 00:37:45,150
right. You just have to like do it scared and trust

1228
00:37:45,150 --> 00:37:46,620
that the numbers are gonna work out.

1229
00:37:46,890 --> 00:37:48,210
But, but don't just trust it,

1230
00:37:48,210 --> 00:37:50,280
like in a atmosphere kind of way,

1231
00:37:50,610 --> 00:37:52,560
put numbers down black and white paper,

1232
00:37:52,560 --> 00:37:53,940
put your salary goal down,

1233
00:37:54,180 --> 00:37:55,650
put your studio goal down,

1234
00:37:55,890 --> 00:37:57,120
put your marketing goal,

1235
00:37:57,120 --> 00:37:58,350
your education goal,

1236
00:37:58,530 --> 00:37:59,550
your product costs,

1237
00:37:59,550 --> 00:37:59,730
you know,

1238
00:37:59,730 --> 00:38:02,070
put these numbers down on paper and see what truly does

1239
00:38:02,070 --> 00:38:04,410
it take to make the business of my dreams and the

1240
00:38:04,410 --> 00:38:05,910
number's probably going to be higher than you think.

1241
00:38:06,660 --> 00:38:07,470
So when she sells,

1242
00:38:07,470 --> 00:38:08,370
I walk you through that.

1243
00:38:08,370 --> 00:38:08,580
I'm like,

1244
00:38:08,580 --> 00:38:10,140
here's how to consider your variable costs,

1245
00:38:10,140 --> 00:38:10,920
your hard costs,

1246
00:38:10,920 --> 00:38:11,190
you know?

1247
00:38:11,190 --> 00:38:11,550
And like,

1248
00:38:11,730 --> 00:38:12,540
let's look at that.

1249
00:38:12,540 --> 00:38:15,660
Let's look at real numbers and let's shape goals based on

1250
00:38:15,660 --> 00:38:16,380
real numbers,

1251
00:38:16,380 --> 00:38:17,220
not on our guts.

1252
00:38:17,220 --> 00:38:18,450
Cause our guts will steer us wrong.

1253
00:38:18,690 --> 00:38:19,980
Yeah. It got somebody like,

1254
00:38:20,010 --> 00:38:21,150
oh that's enough,

1255
00:38:21,150 --> 00:38:22,500
$700. You're good.

1256
00:38:22,770 --> 00:38:23,980
You're no,

1257
00:38:23,980 --> 00:38:24,570
you're not.

1258
00:38:26,190 --> 00:38:27,180
You're not.

1259
00:38:29,010 --> 00:38:32,820
Do you recommend if people are like just getting started in

1260
00:38:32,820 --> 00:38:35,010
their business or maybe they've been at this place with,

1261
00:38:35,230 --> 00:38:35,410
you know,

1262
00:38:35,410 --> 00:38:36,910
a thousand dollar average and they're like,

1263
00:38:37,630 --> 00:38:37,840
all right,

1264
00:38:37,840 --> 00:38:38,500
I'm going to do it.

1265
00:38:38,500 --> 00:38:38,980
I'm going to do it,

1266
00:38:38,980 --> 00:38:41,800
Megan. I'm going to quadruple my prices.

1267
00:38:43,240 --> 00:38:46,210
Do you recommend them doing that?

1268
00:38:46,210 --> 00:38:48,640
And then maybe having like a,

1269
00:38:49,390 --> 00:38:50,180
like, I,

1270
00:38:50,180 --> 00:38:51,940
I at least recommend for people starting out,

1271
00:38:51,940 --> 00:38:54,100
like let's figure out what your numbers need to be to

1272
00:38:54,100 --> 00:38:54,970
be profitable.

1273
00:38:55,000 --> 00:38:57,820
So we're talking in that like 2,500

1274
00:38:57,820 --> 00:38:59,170
up average sale goals,

1275
00:39:00,370 --> 00:39:01,060
then I'm like,

1276
00:39:01,060 --> 00:39:03,760
you don't have to come out of the gate and make

1277
00:39:03,760 --> 00:39:05,980
the first person pay full price.

1278
00:39:06,460 --> 00:39:07,510
So do you like,

1279
00:39:07,570 --> 00:39:08,410
and I tell them,

1280
00:39:08,440 --> 00:39:08,680
you know,

1281
00:39:08,680 --> 00:39:11,800
basically like it's an introductory special kind of thing.

1282
00:39:11,800 --> 00:39:12,250
Like yeah,

1283
00:39:12,280 --> 00:39:13,960
my first couple of clients here,

1284
00:39:13,960 --> 00:39:17,980
yes, you can get a special rate or a credit,

1285
00:39:17,980 --> 00:39:20,110
a product credit they could put towards things that brings the

1286
00:39:20,110 --> 00:39:24,790
cost down and then helps you feel better with those prices.

1287
00:39:24,820 --> 00:39:27,790
So then you can start to believe in yourself and you

1288
00:39:27,790 --> 00:39:28,570
could take that away.

1289
00:39:28,570 --> 00:39:30,460
And then he is,

1290
00:39:30,910 --> 00:39:34,450
those clients are not referring you,

1291
00:39:34,570 --> 00:39:38,500
their friends thinking that you are an inexpensive photographer.

1292
00:39:38,560 --> 00:39:40,180
Exactly. Yeah.

1293
00:39:40,210 --> 00:39:42,220
So like let's just use big round numbers.

1294
00:39:42,220 --> 00:39:44,500
So my album is pretty close to this.

1295
00:39:44,500 --> 00:39:46,870
My album price starts at $4,000

1296
00:39:47,290 --> 00:39:48,400
and I have people who've spend,

1297
00:39:48,400 --> 00:39:48,880
you know,

1298
00:39:48,880 --> 00:39:51,910
$9,000 on an album as they start adding on more things.

1299
00:39:52,210 --> 00:39:53,530
Well, let's just work with that ballpark.

1300
00:39:53,560 --> 00:39:54,520
Number 4,000,

1301
00:39:54,520 --> 00:39:59,470
say that you decide my average sale must be $4,000.

1302
00:39:59,740 --> 00:40:01,870
Well, if you're going to sell any kind of product that

1303
00:40:01,870 --> 00:40:04,270
has the majority of the images from the session in it,

1304
00:40:04,460 --> 00:40:07,060
it therefore must be priced at that average.

1305
00:40:07,300 --> 00:40:07,810
So I say,

1306
00:40:07,810 --> 00:40:10,390
okay, well then an album's got a lot of images in

1307
00:40:10,390 --> 00:40:13,000
it. So let me start that at the average goal,

1308
00:40:13,000 --> 00:40:15,370
4,000 before thousand is freaking me out.

1309
00:40:15,430 --> 00:40:16,300
I can't deal with that.

1310
00:40:16,540 --> 00:40:17,440
Let's do two scary.

1311
00:40:17,740 --> 00:40:20,170
So what I would do is I would give my 10

1312
00:40:20,560 --> 00:40:21,880
favorite VIP clients.

1313
00:40:21,880 --> 00:40:23,200
People who've worked with me in the past,

1314
00:40:23,500 --> 00:40:25,090
or if you haven't been in business long,

1315
00:40:25,180 --> 00:40:25,630
just people,

1316
00:40:25,630 --> 00:40:26,320
you know,

1317
00:40:26,500 --> 00:40:28,540
and that you respect and that you think will come along.

1318
00:40:28,540 --> 00:40:30,520
This, this new ship with you and you say,

1319
00:40:30,520 --> 00:40:30,850
you know what,

1320
00:40:30,850 --> 00:40:31,990
let me treat you to this.

1321
00:40:31,990 --> 00:40:35,050
I would love to give you a thousand dollars credit because

1322
00:40:35,050 --> 00:40:36,670
I've got this brand new product line.

1323
00:40:36,790 --> 00:40:38,680
I'm so excited about these new experiences.

1324
00:40:38,680 --> 00:40:39,340
I'm offering,

1325
00:40:39,730 --> 00:40:41,920
test this out with me because I trust you.

1326
00:40:41,920 --> 00:40:43,330
And I know you trust me and I want to show

1327
00:40:43,330 --> 00:40:44,380
you what I can do for you.

1328
00:40:44,590 --> 00:40:46,120
So I would cover your session fee.

1329
00:40:46,180 --> 00:40:47,950
And I'm going to give you that thousand dollar credit,

1330
00:40:48,220 --> 00:40:48,730
by the way,

1331
00:40:48,730 --> 00:40:51,160
my portraits are priced at $250 per image.

1332
00:40:51,160 --> 00:40:51,700
So right there,

1333
00:40:51,700 --> 00:40:54,760
you can see you're welcome to redeem your favorite four portraits

1334
00:40:55,060 --> 00:40:59,170
or, and this is really key or if you're tempted to

1335
00:40:59,170 --> 00:41:00,010
do so,

1336
00:41:00,250 --> 00:41:02,800
you are welcome to buy anything else on my price list,

1337
00:41:03,040 --> 00:41:04,150
if you're attempted to do so.

1338
00:41:04,570 --> 00:41:06,820
So now you're not holding their feet to the fire.

1339
00:41:06,820 --> 00:41:07,360
In fact,

1340
00:41:07,540 --> 00:41:10,780
you should be happy letting them walk away with just exactly

1341
00:41:10,780 --> 00:41:12,130
what that image credit covers.

1342
00:41:12,130 --> 00:41:14,740
So this has to be a gamble that you're okay with

1343
00:41:15,250 --> 00:41:18,700
more than likely when they see that amazing session you do,

1344
00:41:19,120 --> 00:41:20,380
and they feel the love.

1345
00:41:20,380 --> 00:41:21,790
And they're just so indebted to you,

1346
00:41:21,790 --> 00:41:23,440
this is what we call reciprocity.

1347
00:41:23,620 --> 00:41:25,960
They're going to want to pay you for the work that

1348
00:41:25,960 --> 00:41:26,410
you've done.

1349
00:41:26,410 --> 00:41:27,940
And they're going to take that thousand dollar credit.

1350
00:41:27,940 --> 00:41:29,320
And suddenly that $4,000

1351
00:41:29,320 --> 00:41:30,670
album at 3000 bucks,

1352
00:41:30,880 --> 00:41:32,050
doesn't sound so bad.

1353
00:41:32,260 --> 00:41:35,060
And now you just made potentially three times what you would

1354
00:41:35,060 --> 00:41:37,460
have made in the past because previously your album was priced

1355
00:41:37,460 --> 00:41:38,480
at a thousand dollars.

1356
00:41:38,780 --> 00:41:41,360
So now you're making more money clients happier.

1357
00:41:41,480 --> 00:41:42,890
You're easing into the prices.

1358
00:41:43,010 --> 00:41:46,400
Client now knows that that album is valued at 4,000.

1359
00:41:46,400 --> 00:41:47,270
So they don't refrain,

1360
00:41:47,330 --> 00:41:48,830
refer their cheapo friends to you.

1361
00:41:49,580 --> 00:41:50,810
And they feel really special too,

1362
00:41:50,840 --> 00:41:53,450
because you trusted them and you invited them in as an

1363
00:41:53,450 --> 00:41:54,920
insider into your new brand.

1364
00:41:55,430 --> 00:41:55,970
I love it.

1365
00:41:56,210 --> 00:41:56,600
I love it.

1366
00:41:56,600 --> 00:41:57,740
So win-win for everybody.

1367
00:41:57,830 --> 00:41:58,970
Absolutely. Yeah.

1368
00:41:59,030 --> 00:41:59,600
Oh my gosh.

1369
00:41:59,630 --> 00:42:02,570
This has been such a great conversation we had on all

1370
00:42:02,570 --> 00:42:02,900
the things.

1371
00:42:02,900 --> 00:42:05,870
I love the pricing and the mindset and just all of

1372
00:42:05,870 --> 00:42:09,170
the things your book was so good.

1373
00:42:09,740 --> 00:42:13,430
I think it should be required reading or listening for anyone

1374
00:42:13,430 --> 00:42:16,190
building a boutique portrait business.

1375
00:42:16,550 --> 00:42:19,970
And we have a little special giveaway.

1376
00:42:20,300 --> 00:42:20,720
We do.

1377
00:42:20,720 --> 00:42:21,350
We not.

1378
00:42:21,950 --> 00:42:23,090
Yeah. Yeah.

1379
00:42:23,120 --> 00:42:25,220
We are loving the pet world and I love all that.

1380
00:42:25,220 --> 00:42:26,270
You're bringing to folks.

1381
00:42:26,270 --> 00:42:29,000
And so we want to help elevate this as much as

1382
00:42:29,000 --> 00:42:31,730
possible. There's so much joy and wonderful,

1383
00:42:32,300 --> 00:42:34,550
or I'll say it wealth that can be gained in this

1384
00:42:34,550 --> 00:42:37,010
industry. So I want to share the book with everyone.

1385
00:42:37,010 --> 00:42:37,730
And so if,

1386
00:42:37,810 --> 00:42:39,200
if your listeners go to,

1387
00:42:39,200 --> 00:42:41,240
she sells gift.com,

1388
00:42:41,240 --> 00:42:43,160
she sells gift.com.

1389
00:42:43,460 --> 00:42:45,710
Then we will give them a copy of the audio book

1390
00:42:45,710 --> 00:42:48,350
so they can listen on their walks or while they're folding

1391
00:42:48,350 --> 00:42:51,170
their laundry or walking their pets and get some new best

1392
00:42:51,200 --> 00:42:52,670
business education in their minds.

1393
00:42:52,670 --> 00:42:54,860
I think it's going to really elevate their mindset and give

1394
00:42:54,860 --> 00:42:58,310
them some concrete strategies so that they understand it's not salesy.

1395
00:42:58,310 --> 00:42:59,990
It's not dirty to sell big.

1396
00:42:59,990 --> 00:43:01,730
It's actually a wonderful thing for everyone.

1397
00:43:02,330 --> 00:43:02,960
I love it.

1398
00:43:03,020 --> 00:43:03,470
I love it.

1399
00:43:03,470 --> 00:43:04,640
So you guys heard it.

1400
00:43:04,820 --> 00:43:06,590
She sells gift.com.

1401
00:43:06,950 --> 00:43:08,480
Go grab your audio book,

1402
00:43:08,480 --> 00:43:09,950
copy you won't regret it.

1403
00:43:10,010 --> 00:43:11,690
It's a really read,

1404
00:43:11,690 --> 00:43:13,120
just be careful listening to Costco.

1405
00:43:13,190 --> 00:43:15,020
You're going to keep walking around and therefore you're going to

1406
00:43:15,020 --> 00:43:20,120
keep spending money do so at your own risk depending where

1407
00:43:20,120 --> 00:43:20,540
you are.

1408
00:43:22,460 --> 00:43:23,420
Oh Megan,

1409
00:43:23,420 --> 00:43:24,410
thank you so much.

1410
00:43:24,410 --> 00:43:26,390
Can you let us know again where we can find you

1411
00:43:26,390 --> 00:43:27,380
online as well?

1412
00:43:27,710 --> 00:43:28,880
If people want to connect with you?

1413
00:43:29,150 --> 00:43:32,420
Sure you can find [email protected]

1414
00:43:32,420 --> 00:43:34,340
and then my favorite group on the internet,

1415
00:43:34,400 --> 00:43:36,560
a rise to the top with Megan.

1416
00:43:36,560 --> 00:43:39,380
DiPiero loved that group there and we talk all things business.

1417
00:43:39,830 --> 00:43:43,220
Awesome. Thanks so much for taking the time to chat with

1418
00:43:43,220 --> 00:43:45,560
us here at hair of the dog and yeah,

1419
00:43:45,560 --> 00:43:46,400
we'll see you soon.

1420
00:43:47,630 --> 00:43:49,610
Thanks for listening to the hair of the dog podcast.

1421
00:43:49,640 --> 00:43:51,980
This was episode number 1 51.

1422
00:43:51,980 --> 00:43:53,840
If you want to check out the show notes for access

1423
00:43:53,840 --> 00:43:55,940
to any of the resources that we mentioned,

1424
00:43:55,940 --> 00:44:01,610
simply go to www.hairofthedogacademy.com/

1425
00:44:03,590 --> 00:44:04,550
1 5 1.

1426
00:44:04,550 --> 00:44:07,970
Thanks for listening to this episode of hair of the dog

1427
00:44:07,970 --> 00:44:09,530
podcast. If you enjoyed this show,

1428
00:44:09,530 --> 00:44:10,760
please take a minute to leave a review.

1429
00:44:10,970 --> 00:44:11,870
And while you're there,

1430
00:44:11,990 --> 00:44:13,370
don't forget to subscribe.

1431
00:44:13,400 --> 00:44:16,880
So you don't miss our upcoming episodes online thing.

1432
00:44:17,270 --> 00:44:19,940
If you are ready to dive into more resources,

1433
00:44:20,240 --> 00:44:25,580
head over to our [email protected]

1434
00:44:26,660 --> 00:44:28,040
photography community.