I saw a post on Facebook where a photographer was panicking about a lack of business, stating that he had to compete with people doing $50 sessions. My first response to the post was that there is a lot of room at the top. Then I decided to do this podcast episode as my response to him and everyone thinking this is the reality in the industry. It comes from a book based on a powerful idea that can completely change the way you run your business: the Blue Ocean Strategy. The concept comes from sa...
Jul 02, 2025•10 min•Ep. 316
This week, I had a powerful and heart-centered discussion with Johl Dunn, a talented Australian photographer turned mindset and business coach. We had such a great conversation a few years ago that I knew I would love another chance to connect. Johl spent over 20 years running successful wedding and portrait studios, earning titles like Creative Asia Wedding Photographer of the Year along the way. Now, he helps photographers build profitable businesses by combining strategy with mindset, self-aw...
Jun 25, 2025•27 min•Ep. 315
This week on The Profitable Photographer, I had a fun and inspiring conversation with Angela Lawson, an international award-winning pet photographer with 28 years of experience. For the past 15 years, she’s focused exclusively on animals of all shapes and sizes—from dogs and cats to reptiles and pocket pets. She has also earned her Accredited Professional of Animal Imagery from the International Society of Animal Photographers and has taken the PPA judges' training Angela shares how understandin...
Jun 18, 2025•25 min•Ep. 314
This week on The Profitable Photographer with Luci Dumas, I had the absolute joy of chatting with my repeat guest, Larry Hershberger — an internationally acclaimed, award-winning artist often called a modern-day Norman Rockwell. For over 35 years, Larry has been creating magical, theatrical, emotion-filled art, with clients in more than 50 countries. You’ve probably seen his Santa and Christmas artwork — those nostalgic, wonder-filled images that take you right back to being a kid. But this epis...
Jun 11, 2025•23 min•Ep. 313
Okay…solo time. This episode might seem short but if you take the challenge and write out the answers to my suggestions, it might just change everything for you. You could find that your photography business hits new levels of success and fulfillment? In this solo episode of The Profitable Photographer, I’m walking you through a step-by-step process to get crystal clear on your dreams and goals. And discover some issues standing in your way of having it all just the way you want your life and bu...
Jun 04, 2025•7 min•Ep. 312
This week’s episode is a soulful one, friends. I’m joined by the amazing Jessica McKnight — an award-winning luxury photographer in St Petersburg, FLA, for over 25 years, mindfulness coach, and founder of Brilliance Key. She has a big heart for helping others to create their success using the power of their thoughts as well as a photographer with a ton of business wisdom. Jessica and I have a beautiful conversation about how mindset and mindfulness aren’t just buzzwords — they’re powerful tools ...
May 28, 2025•28 min•Ep. 311
This week on the show, I’m chatting with Jeff — a PPA Master Photographer, Craftsman, educator, and author of 2, soon to be 3, books including “The Professional Photography Playbook: Mastering Portrait Photography, Branding and Business Success.” Jeff is has been one of the most successful portrait photographers in the US for 40 years and counting. His classic style and tried and true business structure has kept his photography studio earning high 6 figures and even 7, while giving him time to g...
May 21, 2025•24 min•Ep. 310
What if your creativity isn’t something you have to chase… but something you can invite in, every single day? This week, I’m joined by the wonderfully unique and inspiring Elizabeth Toller — a Certified Professional Photographer, fine artist, intuitive life coach, Reiki healer, tarot reader, and speaker on creativity as a lifestyle. She calls herself your “quirky guide to a more creative life,” and trust me, this conversation is exactly the kind of spark your creative heart has been waiting for....
May 14, 2025•23 min•Ep. 309
Well, it is the fourth episode after three incredible interviews with brilliant and fun photographers. So it is time to go solo and dive into one of my absolute favorite topics… COLOR! Color isn’t just pretty—it’s powerful. It tells stories, creates mood, attracts clients, and makes your photography truly stand out. In this episode, I share some basic color science you probably learned in first grade. I touch on the emotional impact color gives us, and also how to use color intentionally in your...
May 07, 2025•17 min•Ep. 308
Get ready for a lovely and super practical episode! This week, I’m hanging out with the amazing Brenda Pottinger—photographer, educator, and marketing genius. She also has a heart for giving back and before we chat about her easy marketing strategies, she shares her love for helping others using the power of photography. Who is Brenda? Well, with degrees in Art-Graphic Design and Mass Communications from Emory & Henry College, she jumped into the world of weddings and portraits in Cincinnati...
Apr 30, 2025•27 min•Ep. 307
Oh friends, you're going to love this episode! I have been a fan of Karen McCall and her art, and met her in person at PPA’s Imaging Expo this year. I am thrilled that she agreed to be my guest today because a true artist and Photoshop wizard. Karen’s been rocking the photography world for 35+ years and has all the accolades—Team USA, Diamond Photographer of the Year, ASP State Elite Award for 7 years running—but what really impressed me is her down-to-earth heart for creativity and teaching. We...
Apr 23, 2025•25 min•Ep. 306
I am a huge fan of my guest for this week, Andrew Hellmich. A photographer with 25 years of success and the host of a top-rated photography business podcast, he has done so much to support photographers and photographic educators (like me) with his 612 episodes of Photo Biz Xposed (PhotoBizX), which features industry experts sharing powerful insights on marketing, pricing, advertising, and business growth. In this episode of The Profitable Photographer, We have a rich conversation about how buil...
Apr 16, 2025•27 min•Ep. 305
Hey there, friends! It’s just me, Luci, flying solo on this episode of The Profitable Photographer. In my 40+ years as a portrait and wedding photographer, I’ve learned just how important it is to prepare both myself and my clients before a session—and to have a clear plan in place once we start shooting. Sure, there’s always room for spontaneity and creative surprises, but I always carry a mental blueprint to guide the flow of each session. In other words, I’ve developed a specific, intentional...
Apr 09, 2025•13 min•Ep. 304
Get ready to be inspired! This episode features Lauren DelVecchio, a lighting wizard and award-winning photographer. Based in Maine, Lauren is a PPA Master Craftsman, and Master of Wedding Photography. She’s a five-time Maine Wedding Photographer of the Year, a two-time Team USA rep in the World Photographic Cup, and even placed 6th in the world for one of her fine art portraits—no big deal… okay, actually, huge deal! As a MagMod Elite Ambassador, Lauren knows how to light up any scene—literally...
Apr 02, 2025•31 min•Ep. 303
Running a profitable photography business is tough, but my guest in this episode proves that it can also be wildly profitable—if you take full responsibility for how you run it. Meet Allison Tyler Jones, CPP, Master Craftsman, educator, photographer, author of four books, and host of the REWork Podcast. I have to say that how she shares her vast knowledge and the foundations of a successful business, in a clear and super fun way, makes this a “must listen more than once” way. According to Alliso...
Mar 26, 2025•32 min•Ep. 302
Ever felt the urge to create just for yourself? This week, I’m chatting with Anjana Olson, an award-winning photographer, educator, and lighting guru, about her self-portrait journey and how it’s transformed her art AND her business. Master photographer, Anj (Anjana) Olson is the portrait photographer of Anj Portrait Studio, serving Des Moines, Iowa and surrounding areas. After obtaining a Bachelor of Fine Arts Degree and a Nutritional Science degree from Iowa State University, she chose to foll...
Mar 19, 2025•27 min•Ep. 301
We made it to Episode 300! I am beyond grateful for every listener who has joined me on this journey. With 70 solo episodes, 220 guest interviews, and listeners from over 100 countries, this podcast has grown into an incredible community of passionate photographers. Thank you for your support, engagement, and commitment to growing your photography businesses with me! In this milestone episode, I reflect on my 42 year journey—from my background in wedding and family photography to coaching and pr...
Mar 12, 2025•21 min•Ep. 300
I’m thrilled to welcome back Jeffrey Shaw—one of my most popular guests! This is his third time on the show, and for good reason. I first heard him speak at PPA’s Imaging USA, and he completely blew me away. Now, five years later, he is just releasing “Sell To The Rich”, and he shares so many great insights from this book. He also has 2 other amazing books in case you want more Jeffrey. From humble beginnings, Jeffrey became one of the top portrait photographers in the U.S., with work featured o...
Mar 05, 2025•27 min•Ep. 299
Okay, photographers—real talk. What happens to your business if life throws you a curveball? Whether it’s an unexpected emergency or the day you finally decide to retire to a beach with endless piña coladas, your business needs a plan. I know this isn’t something many of us think about or even want to talk about, right? This week, I’m chatting with Mike Price, who knows a lot about this. After helping a fellow photographer navigate the process of closing his business after a stroke, Mike made it...
Feb 26, 2025•26 min•Ep. 298
Hey, photography friends! Ever thought about how much your photo lab impacts your business? This week, I chat with Dirk Witt from Mid South Color Lab, and he’s breaking down why not all labs are created equal—and why choosing the right one is a game-changer for your success. But not only how to select the right companies but why making them a partner, having them on your team, is a key to success. Dirk isn’t just a lab expert—he’s been in your shoes! With years as a wedding, family, and senior p...
Feb 19, 2025•21 min•Ep. 297
Hey, friends! I’m still buzzing from PPA’s Imaging Expo—so many incredible people, ideas, and gratitude for my 40 years in this amazing community! Meeting past guests in person was a blast. Now, onto today’s episode! This is Part 2 of my deep dive into In-Person Sales (IPS) using a projector. If you haven’t yet, check out Part 1, where I covered why IPS is a game-changer. You can also watch this on YouTube for the full experience! What You’ll Learn: • What you need for a successful IPS session (...
Feb 12, 2025•19 min•Ep. 296
I had the most amazing time at PPA’s Imaging Expo and if you are one of my new listeners I met in Dallas…HELLO!! We have the most incredible industry. We are so fun, dedicated, creative, smart and love to hang out together. I feel soooo blessed ho have had 40 years in this community. This episode features Debbie McFarland, a photographer with 27 years of experience who’s found her passion in empowering tweens through photography. Tweens, ages 9-12, are at a critical stage of growth and transform...
Feb 05, 2025•26 min•Ep. 295
I thought I would go back to the basics. It has been a while since I shared my step by step “In Person Sales System” so today, and in two weeks, I go deep into the Why and How of showing our work and helping people select art and albums they will treasure from their sessions. Question 1-Are you ready to transform your photography business and take your sales to the next level? and 2-Do you ever wonder how some photographers consistently generate thousands of dollars in portrait orders, selling m...
Jan 29, 2025•10 min•Ep. 294
I’m kicking off the year with a bang with wonderful guests, and I couldn’t be more thrilled to have Heather Lahtinen as my new BFF on The Profitable Photographer today! Heather is an award-winning wedding and portrait photographer from Pittsburgh, PA, with over 20 years of experience as a photographer and entrepreneur. She’s built not one but two six-figure businesses and is a true expert in marketing, pricing, and business strategy. But what makes Heather truly special—and the focus of our conv...
Jan 22, 2025•32 min•Ep. 293
I’m beyond excited to have Shawn Black on The Profitable Photographer. Shawn is a powerhouse in the world of boudoir photography. He is based in Boston, Massachusetts, and is an international award-winning photographer, educator, and president of AIBP (Association of International Boudoir Photographers) His mantra? #BeBoldBeSexyBeYou—with an emphasis on being unapologetically yourself. In this episode, we dive into: • Shawn’s “why” for creating empowering boudoir experiences. • How his colorblin...
Jan 15, 2025•32 min•Ep. 292
Meet Dan McClanahan, a photographer based in Ames, Iowa, who’s making waves in the world of photography. With honors like representing Team USA and being a Top 10 finalist in the World Photographic Cup, Dan knows his stuff. AND he’s a featured speaker at SYNC and Imaging USA too! Oh and…he is a super nice guy In this episode, we dive into: • How Dan uses light to tell stories and connect with his clients. • His career shift from a bustling studio to a solo business that fits his life and family....
Jan 08, 2025•29 min•Ep. 291
Hello and Happy New Year! This has been one of the MOST popular episodes so I thought it would be a great one to start out 2025. Here we go….Magic is real. Thoughts have power. In this repeat episode I am going FULL Woo Woo and talk about the power we have to become a magnet for success, attracting what we want in life, both big and small. The secret powers we have to manifest things like great photography clients, relationships, abundance, even a pair of the perfect sunglasses. (Listen for the ...
Jan 01, 2025•22 min•Ep. 290
This special episode of The Profitable Photographer is a little gift just for you! It’s a sneak peek of my guest appearance on Andrew Helmich’s PhotobizX podcast. I was honored to join nine other amazing coaches to share some top tips for thriving in 2025. And because I didn’t want you to miss a second of my part, I’m sharing it here—with an extra bonus tip just for my listeners! I’m keeping it short and sweet because I know this season is packed with celebrations. So, grab your favorite drink, ...
Dec 25, 2024•8 min•Ep. 289
On this episode of The Profitable Photographer with Luci Dumas, I chat with Scott Wyden Kivowitz, a talented photographer, educator, and storyteller who has mastered the art of surprise proposal photography. As the Community Manager and podcast host at Imagen (an AI editing program), Scott balances his roles as a father of two, husband, photographer, and host of the “Workflows Photography Podcast”. Scott’s journey into proposal photography began during the pandemic and has since become a passion...
Dec 18, 2024•26 min•Ep. 288
Where in the world would you love to photograph clients and get paid really well for your photography including all your expenses? Paris? Costa Rica? New Zealand? I loved my conversation with Denise Watrous who has built a wonderful business that includes traveling to amazing locations. She reveals so much about how you can do the same. She is an award wining, Certified Professional Photographer from Waukesha, Wisconsin, Denise is a master of destination portraits, blending her passion for trave...
Dec 11, 2024•26 min•Ep. 287
