214: Book More Clients with Brooke Jefferson

around town. So hair salons, nail salons, all that sort of thing. And I if you've ever seen me, you probably know that not only am I not 18 to 25, but I also am not someone who styles themselves. Like most young college students, I have this crazy hairdo. And I love that or, you know, I embrace that at least about myself. It is something that when I grow my hair out, it looks really

boring. And when my hair is short, I feel like it kind of suits my personality, and it's fun and different and whatever. But finding a stylist to do my hair, the way that I want in my town is a little tricky. It is a town that caters to a lot of young women with more traditional kind of southern aesthetics. So many years ago, I found the salon that I have gone to for a long time, and fell in love with them in some ways because it goes against that

mold completely. It does not try to cater to the standard version of hair or beauty. And the people who work there are pretty cutting edge they listen to like punk rock music and are just doing things differently that immediately drew me in. And I have been a loyal customer for years and years enjoying the fact that I feel like I found my

people. Today's conversation is with Brooke Jefferson, who is a podcaster and a family photographer, and an expert in connecting with your ideal clients and figuring out how to set yourself apart in that way. So today she is sharing her for best tips for auditing your business to make sure that when you are putting yourself out there when you are creating not only sort of the dream that a client might hook into, but also the experience that lives up to

that dream. You are setting yourself up to find your best clients and book them regardless of whether you are able to compete with everyone in your area on price. Brooke is sharing some really great not only nuggets of wisdom, but also examples which I think can be so so helpful. This is a topic that I could talk about for hours and hours and hours and with 20 different people and you're still gonna get 20 Different things or you know, insights each time you have this

conversation. So I know that today's very juicy episode is going to give you lots of aha moments. I will cue the music and and let my conversation with Brooke take it from there. Welcome to this can't be that hard. My name is Annemie Tonken. And I help photographers run profitable, sustainable businesses that they love. Each week on the podcast, I cover simple, actionable strategies and systems that photographers at every level of experience can use to earn more money in a more

sustainable way. Running a photography business doesn't have to be that hard. You can do it. And I can show you how. Bro Jefferson, welcome to this can't be that hard. It's so great to have you on the show. How are you today?

perspective on this topic. But before we dive in, why don't you give everybody a quick background on who you are and how you got into the education space. So that you know they have a sense if they don't already Any as to who they're hearing from?

business fell into my lap. So blessing in disguise, it's been an amazing, amazing ride, I did not realize at the time that photography could actually be a career and not just not just something on the side, that was fun to do. And so once that seed was planted, I started really digging into okay, like, let's treat this as a business and see

where we can take this. And I was teaching at the time as well, and eventually just decided and made the scary, courageous decision to leave my teaching job do this full time. And then a year later, I started my podcast, the book, more clients photography, podcast, and I really just started that if some is actually called something completely different, which still cracks me up. But I just wanted to be like, the, I just wanted to reach my hand back and help the next photographer with where they

were stuck. And, uh, probably a year after doing that podcast, I started really leaning into the education space of this photography, side. And it was cool, because I found myself using all of those skills and talents from the teaching career, and to coaching other photographers to help them build a profitable business where they could live a life that they love to. So that really brings us to today. I mean, I've never looked

back after leaving my job. And the photography, education split, I like to be very transparent about this, I would say now, the local photography, business side is probably 20% of the total revenue for the year. And education is probably sitting at the at the 80%. Mark. But that's that's how I got here and a very short short summary.

about today. Which is a question that I get all the time, I'm sure you get it all the time, whether it's sort of explicitly asked or whether it's asked in the form of, I'm just really struggling to, as your podcast is called bookmark clients. Which really, you know, at its core comes down to differentiating yourself from other photographers unless you are explicitly looking to be the cheapest photographer in your area, which is a very easy way

to book more clients. But it's then trickier to become a profitable business or maintain profitability, or maintain your sanity, because of the number of clients you have to take on. If you are competing entirely on price beyond being the cheapest, then the question is, well, if someone's not going to hire me, because I'm cheaper than anybody else, why will someone hire me? And I think a lot of us hope that the answer to that question is because people are going to

see my work and love it. And certainly that's part of the story. But it's usually not enough if this is a very saturated field. I hardly know a photographer who lives anywhere where they feel like their area isn't saturated with photographers. So then it becomes this question of like, how do I set myself apart even though I'm at, you know, at the core kind of offering the same thing as a lot of other people. So yeah, let's, let's just dive in and get started.

from. But you are missing out on so much more if you're just going to settle for pricing alone and be known as that cheap photographer. And I am speaking from experience because I had no idea how to charge back in the day. But it didn't take me long to figure out that $50 wasn't going to cut it. So that is just, that's my own personal experience. But the other thing, too is we live in such an area are such an era, I guess, of

personal branding. And now more than ever, people are really going back to human connection. I think the pandemic itself had a lot of us with a brutal Wake Up Call of okay, who am I following who is in my circle? Who am I doing business with, and we lost out on so much human connection that now people just crave it. And I see a lot of photographers cut themselves short by blending in rather than trying to stand out.

So I have four main points that I kind of want to cycle through to help pinpoint the photographer to begin to say, oh, that's how I can set myself apart. The first one might be a little cliche, if you will. But honestly, it's truly being yourself. This is something as children we were amazing at. And then we got told that we were too much or not enough, or whatever it was. And so we began to mold ourselves and go into survival mode, just to blend in and get through our school

years. I know I conversely speak to that. And I know many other people who are like something Yeah, I can think of one instance. And so we began to, you know, shut ourselves down and cover up and just again, survival mode. So when we enter adulthood, a lot of us are still

acting out in that way. And we have to unlearn and uncover who we are, which is why I think it's so incredible to watch decade by decade, and I still have so I hope I have many, many, many years love to continue to uncover and discover who I am. But I think that's why we see a lot of people in their 20s and 30s come out of their shell and become older and not just settle for blending in

anymore. And so when I say be you, I think a lot of photographers are scared to really even figure out what does that mean for me. So I think the first thing is really like setting time to figure out who you are, and what you bring to the table and really looking into your values. Because this one key piece is what is going to help your branding, you can't have a brand if you don't know your purpose of why you're doing this, or the backstory or

anything like that. So all of that to say that's number one is really like being bold, and okay with being you. One of the things I'll just give a tangible example here, one of the things that has taken me years to be comfortable with is getting more bold, for me about talking about my faith, that's just something that I want to be known for, and the way that I want to lead in this industry that's going to be

different than than others. So that's just an example of one of the things that I that I hold on to that I'm continuing to have to learn how to be bold about but it is the one thing that is also bringing me my dream clients as well.

And, and it is funny, because I remember at the time being like, oh, yeah, that is a thing that in the professional world. And for those of you who can't see me, I'm using air quotes in the professional world. We don't talk about those things. And people don't talk about those

things. And it has been really interesting to watch the evolution of, to your point, sort of the personal brand, where I don't think that those are the right things for everyone to talk about, because they aren't necessarily the topics for everyone. But for those people who have very specific views on those things that impact the work that they

do. It's actually not only important, but probably, you know, to your point it is finding your ideal clients and then and getting away from the people who maybe are not your ideal clients, which is just as important as as finding those clients. So whether it's religion, or politics or something else entirely. I do think that sitting down with yourself and being really honest, you know the story that you told about when we're little kids, we all are very much

ourselves. And then we learned to squelch certain parts of ourselves or hide certain parts of ourselves, I remember being told, by multiple people who were my friends in high school in college, like, Oh, when I met you, I thought you were insert the B word here. Because I was always very, just a certain assertive, but not in like a mean way, but just very, like, front and center confident. And I would, you know, raise my hand or walk up and volunteer in the front of the class or whatever.

And a lot of people were initially put off by that, and then they would say, and then I got to know you. And that wasn't the way it was at all. And so anyway, very quickly, in my young adult life, I learned to hide that part of myself or keep that part of myself quiet, because I didn't want to make a bad first impression, which, you know, is a reasonable thing. However, that is who I am, like, I am happy to sort of start a conversation or share what I know with other people without

apologizing for it. And for better or for worse, I have come to embrace that part of myself.

And I think that that has been in many ways the key to certainly my foray into the education world, but but really, even in working with my photography clients, I think that being willing to say actually, I know a good way to do this, and I'm going to tell you how it's going to work or, you know, make those kind of, like, own my expertise has really set me apart and given people confidence in me, because I'm willing to demonstrate

confidence in myself. So totally different example from, you know, coming at it, like an aspect of your personality and your life. It's an aspect of my personality that impacts the way that I talk. But it still is sort of connecting with who I am and that I agree, absolutely has had a major impact.

But the other the other thing too, is, it's more like, what are the parts of you and the things you care about that you can help shine through, because that's what's going to make your brand so if you're like, sarcastic and edgy, then be that way, you don't need to look like Paul, you don't need to be super polished like everybody else. I and I, I've heard the same advice back back in the day. And it's, it's really cool to watch, like how everything is evolving

differently. The other thing too, that that we brought up, that kind of leads me into point number two is going back to the child and then going through something whether for some people it's bullying, you know, and then it just makes you get quiet, it makes you kind of isolate for some people, maybe they had an amazing childhood

and teenage years. And then something happened in their adulthood that again, like you just kind of go quiet, or you you squelch that, that part of you that the thing that makes you you, and part of that is you

have to undo your mindset. So we go through so much in our lives that limit us and this is something that is never ever ending, as soon as you get outside one glass ceiling and one limitation you've put on yourself, you're now facing the next one and it's just kind of that that inner battle, I think a lot of photographers lose the battle in their mind before like they don't even give themselves an opportunity to have a successful photography business because the noise is so loud in

their head and they are leaning into the limitations that others have put on them or that they think about themselves. And I think if we can get past the mindset junk that is going to that I mean it's you're literally going to watch your life just transform before you so I think both things number one leaning into yourself and really pulling out the pieces of you that make you you whether that's personality or a value or or your purpose, whatever that

looks like. And then number two, overcoming limitations and really working on your mindset which is where a lot of I believe you know, the books come in reading about it podcast and of course linking arms with a coach to help you overcome the mindset junk. Yeah,

is charging. And that has nothing to do with a level of experience or you know, talent or even where their location is, oftentimes, it's just them saying, I would never pay that much, and therefore no one else is going to. And my answer to those people each and every time is there is a, there's a client out there at every single price point. But no one will hire you at a price point, if you aren't willing to kind of believe that that price point is possible.

And not only possible, but you know, kind of required if you're going to run the business that you want to run. So. So yeah, I think that that kind of mindset work and saying to yourself, like what is it about this, that my thoughts and my actions are in, you know, impacting? And how can we get past that without being irresponsible?

you're offering. If you're unclear about those things, you and I both could give all the marketing strategies in the world, but they're going to fall short every single time because something is missing, something is not clear. So that is specifically why I started with the inner work before getting to practical. Now a lot of people think, okay, when when I think about what sets me apart, it goes back to client experience, and what what are the tangible

things? And so I think one of the best ways, truly, and I've seen this and heard this time and time again, comes back to client experience. And when I think about client experience, it really is that that journey that you're taking your clients on, but really it goes not only into tangible, yes, you are a photographer, you are going to take pictures for them and give that back to them. But like beyond that, which goes back to, you know, strategies wanting to Why are you doing this, there's

a deeper purpose. We don't all just pick up a camera, because we think we're good at it. And that's enough, there's always something more we always have a deeper story a deeper why of why we're doing our work, how we want to impact people. And that plays a lot into the client

journey. Now, from a practical standpoint, I like to kind of break down a client experience by thinking about, you know, how can I be proactive, and making sure that I'm covering all the problems that could arise or any of the questions or any of the objections and plug those in at the appropriate points in my client journey? And then the other one is obviously going

beyond their expectations. How can you not be the regular everyday photographer, I've had some bad experiences as a client, myself with photographers, and it just kind of makes you have a whole new respect for what you're doing. I also have had clients come to me that initially did not want to pay my prices, because I was on the higher end of their, quote, quotes here budget, right? It was higher than what they were wanting to spend. So they chose the cheaper photographer, and

had a nightmare experience. It was not what they wanted it like did not meet their expectations, or the ball was dropped, or I've even heard of a computer crashing. But that seems to be the ongoing excuse for this one photographer to all of her clients. And so all that to say, I think your client experience is going to set you apart and your client experience doesn't have to just happen with your

clients, right? It's not just your booking process, and then prepping for the session this session and what happens after Yeah, that's a huge part of it. But I really want to inspire photographers to if I go to your Instagram page, or I go to your website, or wherever it is, you're wanting to show up. How can I already get an idea of your experience for me? How can you show me that you're different on just your platforms before I ever even book with you?

me an amazing session. And these images that I've been seeing, you know, across your website, or I saw my friend get from you, but I had no idea that I was gonna get so much more, that is the kind of feeling you want to leave your clients with. And that is why client experience is the whole enchilada.

it is, has a budget. But when, let's say we think about what it takes to make a reservation at the most expensive restaurant in your town, if you have, you know, if you've saved up because it's your anniversary coming up, or it's your you know, it's your partner's birthday or something like that. And you make a reservation, and you've heard all about how amazing this place

is. Their websites, great they get all this great PR, and then you show up, what happens there can either make it so that at the end, when you receive your check, you're like, throw down the credit card, give the big tip. And you think, wow, I am so glad that I spent all this time and effort like saving up for and booking this reservation in advance. And it was amazing, because they have blown us away.

It was everything that it promised it was going to be and more versus you go on to that same restaurant and you know, you get grumpy service and slow food coming out of the you know, kitchen and you told them that it was a birthday, but they made absolutely no sort of special took no special efforts not even wish your partner happy birthday or anything like that. And then at the end, you are really extra

irritated about that expense. I think if we take it out of the context of photography, sometimes it's so much more easy, it's so much easier for us to relate to what our clients are going through. And therefore make a plan for how we are going to deliver that first experience and not the second.

that's a golden tip. If you're stuck and you have no idea like where to even begin with the client experience, go to a couple different places go shopping, go eat somewhere and like pay attention to what they're doing. One of my favorite places to learn are all the different hotels and like vacations that will go on. And just to pay attention. Who is

doing it. Chick fil A is one of the is one of the fast food restaurants I like to bring up because if you've ever been inside, not just the drive thru, that's a whole experience in and of itself. And I kinda wish Chick fil A would run a lot of things. But when you go inside, they have things down at the down to the detail. Like in the bathrooms, they have stuff that you might need ready, you don't even have to pay another dollar like they've thought through

everything. And they're always friendly, and they go above and beyond. And they make it to where you have this amazing experience. And you want to tell all your friends and you want to go back. That is how I want to treat my business and how I think about it every single time. I also will say a warning here. I think sometimes we pay too much attention to the marketing side and the the generating like that first impression on the front end and then we just dropped the ball on

the rest of it. And that is a dangerous place to be. So I want you to take a look at your client experience today. Think about it. Where might you have a gap or where are you dropping the ball? Or where do your clients start to have questions or start to get in contact with you more frequently. That's usually a sign that there's a gap somewhere that you could potentially fill with another step in your client experience. Love it.

follow a crowd. I've never been that way. And so a lot of the popular trends, or the first thing that came to my mind, and this is this is not me shooting this down. It's just the first thing that came to my mind is boho studio, it's everywhere. It's all over Pinterest, it's all I see on Instagram, how can you be different because there are some people who are looking for something that's different. And so I want you to stay creative and not feel like you have to constantly follow all of

the trends. A lot of times, this means like stop scrolling, and get out into nature. Take a walk, read a book, get quiet, listen to music, there's so many things that if you're not taking time to refuel, reset, step away from your business, if you're constantly go, go go, there's no room or white space for you to even be creative about anything. And one of the best pieces of advice I wish I could tell you I

made this up. But I did not one of my very first mentors told me that the key to really staying in that creative zone and not feeling the burnout that comes is to always do a creative shoot, whether that's once a month for $0, or just a couple times a year to where you get to have complete say, and complete design and complete control over that to be able to try something different. So you're not you

don't feel that pressure. If you just show up differently, you show whether somebody pays you $1 or not, you show up differently. And so to do like just a handful of non paid shoots, especially in the beginning, if you're struggling with how to set yourself apart, and I do way less now than I did back then. But just it's a great way to refresh. Get creative, try something new, try a new lighting situation or a new location or a new, a new

wardrobe piece. Like there's 1000 different ways that you can take this, but stay creative and stop following all the trends.

or may not be for you. But if everybody is offering the same thing, there may not be anything for you. So absolutely. You know, and I think it ties in beautifully with everything else that you've said before as well. Like, figure out who you are, figure out what you offer that's unique, then get past the mindset that's yelling at you to No, no, no, don't do different things. Do what everybody else is doing. Figure out how to create that into an experience that checks all the boxes for

your ideal client. And then you know, and then tie it up in that do your own thing. Bow. I love it.