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Sarah:   Hi,   everybody   and   welcome   to   this   Get   Fully   Booked   This   Year   Event  brought  to  you  by  The  Joy  Of  Marketing  and  White  House  Custom  Colour.  This   is   Sarah   Petty   and   I   am   here  with  my   good   friend,   Lori   Nordstrom.  Hey,  Lori.  

 Lori:   Hi  Sarah.    Sarah:   I’m  so  excited  to  have  you  in  this  event  because  you  are  so  good  at  making  

things  happen.  You  aren’t  the  person  who’s  out  there  saying  you’ve  got  to  have  a  big  budget  all  the  time.  Spend  the  money.  

    You’re  smart  and  you’re  thrifty.  It’s  not  that  you  don’t  invest  in  marketing,  

but   I’m   really   excited   to   hear   some  of   the   things   that   you’re   doing   to   get  that   phone   to   ring   and   generate   revenue.   I   know   that  what  we’re   talking  about  takes  no  budget,  which  is  really  exciting.  

 Lori:   I’m  excited  about  it.    Sarah:   Tell   everybody   a   little   about   your   background   and   where   you’re   from.   I  

know  that  you’re   from  a  town  about  45  minutes  south  of  Des  Moines  and  you   aren’t   far   from   me   because   I’m   in   the   Midwest   too,   in   Springfield,  Illinois,  which   is   about   a   100,000  market   and   I   know   that   Des  Moines   is  about  100,000.  

    How  big  is  the  city  that  you’re  in?    Lori:   I’m  in  Winterset,  Iowa  and  we’re  about  5,500  people.  It’s  a  tiny  little  town.  

There  are  new  families  moving  into  Winterset,  but   it’s  a  small  community  and  it’s  a  lot  of  older  people  as  well.  It’s  kind  of  a  mixed  community.  

    I’ve   been   there   for   about   12   years,   and   I   really   don’t   have   clients   from  

Winterset.   I   started  when   I  moved   there   12   years   ago,   realizing   that  my  main  market  was   going   to   be  Des  Moines.   Even   though   I   live  45  minutes  away,   I’ve  worked   really   hard   to   create   a  market   in   Des  Moines   and   not  Winterset.  It’s  kind  of  a  destination  place  for  people  to  come.  

 Sarah:   So  people  have  to  drive  45  minutes  to  meet  with  you,  have  their  session,  do  

the  sales  presentation  and  everything?    Lori:   Exactly.  It’s  an  investment  of  time,  as  well  as  money.      

 

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Sarah:   I  didn’t  realize  that.  I  hear  a  lot  of  people  having  those  objections  in  bigger  cities.   I’m   in   a   smaller   city  where   you   can   get   anywhere   in   the   city   in  20  minutes.  I  hear  people  saying  we  had  to  drive  45  minutes  or  an  hour,  like  in  New   York   or   some   of   the   larger  markets,   but   they’re   doing   that   in   Iowa  with  you.  I  did  not  even  realize  that.  

 Lori:   This   is  one  of   the   things   that  we  didn’t   even  plan  on   talking  about   today,  

but  I’m  all  about  always  creating  whatever  is  needed  for  my  market  and  to  meet  my  market’s  needs  and  desires.    

    One  of   the   things   that  we’ve  had   the   argument   over   the   last   few  years   is  

people  are  getting  busier  and  busier  all  the  time,  and  that  started  becoming  an   objection   for   coming   into   the   studio   a   few   years   ago.   Everyone   was  saying  you  mean  I  have  to  come  back  a  week  later  and  see  my  images?  Can’t  you  put  them  online?  

    I  started  hearing  that  and  I  realized  that  I  had  to  come  up  with  a  solution  

for   this  because  we  can’t  give  our  clients  any  negative  answers.  We  came  up  with  the  same  day  experience  in  the  studio.  

    It’s   something   that   when   a   client   does   come   to   us   with   that   objection,  

whatever   they’re   saying   about   time   constraints,  we’ll   let   them  know   that  we  totally  understand  that  you’re  busy  and  you’ve  got  lots  of  things  going  on  in  your  life.  

    One  of  the  things  that  we  offer  here  is  the  same  day  experience.  What  that  

means   is   we’ll   have   you   come   in   on   a  morning   that   we   select,   and  we’ll  photograph  your  family  or  whoever  it  is  that  morning.  Then  we’ll  send  you  off  to  lunch  and  the  lunch  is  on  us.  We’ll  find  out  what  the  place  is  for  you  to  go  in  town.  

    We  don’t  have  a  lot  of  options,  but  there’s  lots  of  pizza.  Whatever  it  is,  we’ll  

send  them  out  for  lunch  and  then  we’ll  bring  them  back  after  lunch  to  view  their  images.  That’s  something  that’s  been  really  great  for  us.  

    We  have  really  great  sales  on  those  days  because  people  are  very  invested  

in   the   day   and   their   experience.   If   I   have   to   have   a   babysitter   there   or  whatever   I  need   for   the  afternoon  when   they   come  back,  we’ll  make   that  happen   so   that   they   feel   like   it   is   an   experience.   They   get   to   come   and  experience  a  whole  day  with  us.  

 

 

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Sarah:   You  never  know  what  kind  of  cool  nuggets  you’re  going  to  find  here.  That’s  very   cool.   If   they   don’t   choose   to   do   that   route   but   do   see   the   value   in  coming  in,  planning  the  session  and  coming  back  and  to  do  all  that  just  like  you   said,   they’ve   invested   so  much   in   time   that   it’s   a   way   that   they   can  justify  the  financial  investment.    

    They’ll  say  I  took  the  day  off  work.  We  got  our  hair  done.  We  did  so  much  

work  to  get  these  great  images.  Let’s  get  what  we  really  want.    Lori:   Yes,  and  we  love  it.      Sarah:   I  never  thought  about  doing  it  all  in  a  day.  I  shouldn’t  say  that.  We  do  that  

occasionally   when   people   are   coming   in   from   out   of   town.   We’ll   do   the  session   and   have   them   come   back   that   day,   and   try   to   squeeze   the  consultation  in  the  night  before.  

    I  know  that  you  do  in-­‐person  consultations  too.  Correct?    Lori:   We  actually  do   some  consultations.  We  do  a   lot  over   the  phone  and  even  

over   Skype.   I   do   Skype   consults   with   all   my   senior   clients,   high   school  seniors,  and  it’s  becoming  more  popular  even  with  our  families.  It’s  a  way  to   connect   in   person   without   making   the   time   investment   of   being   in  person.  

 Sarah:   How   do   you   plant   those   seeds   for   larger   wall   portraits   and   things  

without  having  them  there?    Lori:   We’re  using  a  software  system  called  Preview.  I  don’t  know  if  you’ve  heard  

of   that  yet,  but  what  we’re  doing   is  we  have  our   clients  photograph   their  walls   in  their  house.   I  get  them  to  walk  around  and  any  place  they’d  even  consider  hanging  a  portrait,  we   just  want   them  to   take  a  snapshot  of   that  wall.  They  can  even  use  their  iPhone  it  doesn’t  matter,  but  just  get  it  to  me.  

    Then  what  we  do  is  before  we  have  the  final  consultation  call,  I’m  actually  

pulling   those   images   out   and   looking   at   space.   Even   if   we   don’t   have  something   completely   designed   for   that   space   when   we’re   on   Skype   or  whatever   that   consultation   time   is,   I’m  offering   suggestions   before   I   ever  shoot.  

     

 

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  We’re  talking  to  them  about  I   love  the  colors  of  this  room,  and  what  if  we  did   this   here?   I’m   going   to   suggest   this   clothing   for   this   room.   It’s   just  getting   people   really   excited   about  what   the   final   product   is   going   to   be  before  we  ever  photograph.  

 Sarah:   Got  it.   I  knew  there  was  something  you  were  doing  because  I   find  that  in-­‐

person   consultation   to   be   invaluable.   That’s   awesome  using   a   room   sales  feature  to  plan  those  wall  portraits  and  get  them  thinking  and  talking  about  wall  portraits.  That’s  awesome.  

    You  have  a  studio,  but  you  haven’t  always  had  a  studio.  Tell  us  a  little  

bit  about  how  you  worked  before  you  had  a  studio,  and  what  your  big  picture  philosophy  was  with  marketing,  promoting  and  bringing  new  clients  in  and  such.  

 Lori:   It  actually  seems  like  a  long  time  now,  but  just  a  few  years  ago  it  was  like  I  

hadn’t  really  been  in  business  that  long.  I’ve  been  in  business  for  about  15  years.  For  the  first   few  years,   I  was  on  location  and  film  of  course  back  in  the  day,  which  is  not  that  long  ago.  

    I  was  photographing  kids  in  back  yards  and  babies.  That  was  my  thing.  In  

2000,  I  not  only  opened  up  my  first  studio  doors,  but  I  also  went  digital  that  year.   I  had  a  major   crash  and  burn   that  year.   I   got   super  busy  super   fast,  and   went   digital.   I   was   spending   lots   of   time   learning   in   front   of   the  computer  and  it  wasn’t  like  it  is  now  with  tons  of  education  available.  

 Sarah:   Right,  you  were  really  early  on  the  digital  curve.    Lori:   I  was.  It  was  tough.  It  was  really  hard,  and  I  opened  my  first  studio.  I  had  a  

mortgage   for   the   first   time   and   it’s   a   big   responsibility.   I’d   just  moved   to  Iowa  and  I  did  get  very  busy  very  fast,  and  actually  crashed  and  burned  on  the  whole  studio  experience  and  all  that.  

    I  ended  up  getting  divorced,  which  it’s  been  a  long  enough  time  now  that  I  

can  just  talk  about  it   instead  of  crying  about  it.  I  went  through  that  whole  process  of  really  messing  things  up.  Life  was  a  mess.  It  was  awful  with  the  new  business  situation,  being  so  busy  and  learning  digital,  all  these  things  were  happening  in  my  life  all  at  one  time,  and  I  was  not  taking  care  of  my  family.  

 

 

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  I  ended  up  getting  divorced.   I  sold  my  building  within  a  couple  years  and  went  to  a  home  studio.  That  was  a  really  good  experience  for  me  to  be  in  a  home  studio  and  really  have  that  whole  process  of  going  through  the  home  studio  experience  on  the  photographer’s  side.  

    Now  I’ve  been  through  all  on  location.  I’ve  been  in  retail  spaces.  I’ve  been  in  

a   home   studio.   I’ve   kind   of   gone   full   circle   and   now   I’m   back   in   a   retail  studio,  which  is  a  positive  thing  for  me  at  this  time  of  my  life.  

    I’m   the   first   person   to   say   that   there   is   no   one   right   answer.   There   are  

positives  to  a  home  studio,  to  being  all  on  location,  to  being  in  a  retail  space.  Depending  on  where  each  photographer  is  in  their  life  cycle,  whatever  that  looks  like,  there  are  benefits  to  each  one  of  those  situations.    

    It’s  just  using  those  benefits  and  being  able  to  communicate  those  benefits  

to  the  client  that  is  the  reality  of  whether  it’s  going  to  work  or  not.    Sarah:   Along   this   path,   I   know   that   we’ve   both   studied   with   some   of   the   same  

mentors   Anne   Monteith   and   studio   management   services   with   PPA,   and  have  really  changed  how  we  look  at  our  businesses.    

    For  all   the  people  out   there  who  are  trying  to  get   their  arms  around  

what  is  right  for  me,  they  feel  pressure  that  they  should  have  a  studio  or  maybe   their  dream   is   to  have  a   studio,   talk  a   little  bit   about  how  learning  and  understanding   those   financials   really  helped  you  make  better  decisions.  

 Lori:   It  definitely  helped  me  make  better  decisions.  When  I  moved  into  my  studio  

in  2000,  I  didn’t  have  a  clue.  I  just  wanted  to  have  a  studio.  It  was  great  and  I  got  very  busy,  but  I  wasn’t  charging  appropriately.  I  wasn’t  managing  my  time   appropriately,   and   I   really  went   through   a   hardcore   crash   and  burn  time  over  the  next  couple  of  years.  

    What  I  realized  just  after  that  first  year  of  being  in  an  official  “business”  and  

having  that  studio  space  was  that  I  always  have  thought  that  I  was  a  good  businessperson   because   I   loved  marketing   and   I   loved   people   so  much.   I  even  loved  sales  and  every  part  of  the  process.  

     

 

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  I  went  into  it  thinking  I  can  do  this.  I’m  a  businessperson.  Then  at  the  end  of  that   year,   I   realized   that   I   am  not   a  businessperson.   I   had  no   idea  what   I  was   doing.   I   was   not  managing   the   numbers.   I   had   no   idea  what   cost   of  sales  meant  and  I  had  no  idea  how  to  price  for  profit  or  any  of  those  things.  

    As   you  mentioned,   Anne  Monteith  was   actually   the   first   person   I   studied  

with.  I  spent  a  week  with  her  just  all  in  the  numbers,  and  I  spent  that  whole  entire  week   crying.  We   joke   about   it   now,  but   I  was   literally   on   the   floor  crying.  

 Sarah:   I’ve   heard   that   a   lot.   You   can   be   in   denial   or   you   can   learn   what   you’re  

doing  wrong,  and  that’s  a  hard  thing  to  learn.    Lori:   It  was,  and  she  held  no  punches  with  me.  She  looked  at  everything  and  said  

yes,  you’ve  messed  up  here  and  here  are  some  things  that  are  going  to  have  to  happen  or  you  can’t  stay  in  business.  

    It  was  such  a  good  thing  for  me  to  hear  at  the  time  because  I  thought  I  was  

a  good  businessperson  and  I  thought  I  was  doing  what  I  needed  to  do.  I  was  doing   the   sales,   I   had   the   people   coming   in   the   door   and   our  marketing  networking  and  all  those  things  back  in  the  day.  

    She  put   it   in  black  and  white   in   front  of  me,   and   I   think   that’s   something  

that   you   and   I   both   are   really   big   about   is   getting   numbers   in   black   and  white  in  front  of  you,  and  really  calculating  not  only  your  cost  of  sales  and  the  numbers  that  way,  but  even  the  time  expended  with  each  client.  

    It  makes  such  a  difference  when  you  can  see  things  in  front  of  you  in  black  

and  white  and  say  okay  I’ve  got  to  step  back  from  this  and  either  go  back  having   fun   and   having   it   be   a   hobby,   or   actually   look   at   it   as   a  businessperson,  its  two  completely  different  things.  

 Sarah:   It  is,  and  I  look  at  my  numbers  daily.  It’s  really  my  reward  every  day.  I  get  

up,  I  go  to  the  bank  account,  and  I  look  at  what’s  come  in  and  what  I  need  to  hit  this  month  because  I  do  projections.    

    I  know  that  this  month  I  need  to  bring  in  $5,000  or  $50,000.  I  know  what  

that  number  is.  Then  I  say  okay,   if  my  goal   is  $30,000  this  month  and  I’ve  only  done  $7,000  and  it’s  the  18th  of  the  month,  I’ve  got  a  problem.  

    How  often  do  you  look  at  your  numbers,  I’m  just  curious?  

 

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 Lori:   I  got  obsessed  after  meeting  with  Ann,  and  I  actually  did  a  two-­‐week-­‐long  

thing  with  Ann.  I  got  obsessed  after  that.  I  was  running  reports  pretty  much  daily,  but  now  we  reevaluate  every  month.  I  do  projections  at  the  beginning  of  the  year  and  midway  through  the  year,  just  to  reevaluate  and  regroup.  

    Monthly   I’m   running   reports   to   reevaluate   everything   and   look   at  what’s  

happened   that  month  and   then  readjust   for   the  next  month   if  we  need   to  change  anything  up  a  bit.  

    It’s   just   so   important   to   stay   in   the   numbers.   I   could   probably   still   get  

excited  about  it  daily,  but  maybe  not  as  excited  as  you  do.    Sarah:   That’s  so   true.   I  outsource  my  bookkeeping  now  to  a   lady  who   inputs  my  

SuccessWare,  and  then  she  gives   it  back  to  me   in  a  spreadsheet  because  I  keep  separate  numbers  for  my  studio  and  the  Joy  Of  Marketing  so  that  I  can  make  good  decisions  for  both  companies.  

    I  love  getting  that  at  the  first  of  each  month  because  it  really  shows  me  that  

we’re  on  track,  or   if  we  need  to  tighten  up  expenses  or  go  out  and  scurry  and  shake  the  trees  to  get  some  cash  flow.  

    That’s  something  that  I  want  to  talk  about  too  a  little  bit  is  cash  flow.  We  all  

have  that   fear  of  not  having  enough  money  this  month  to  pay  the  rent,   to  pay  the  bills  or  pay  the  people,  or  at  least  we  have  at  some  point.  Anybody  who  says  they’ve  never  ever  had  that  problem  and  is  in  business,  I  think  is  lying  because  we’ve  all  had  that  maybe  not  as  bad  as  other  people.  

    Especially   with   you   jumping   into   this   new   studio   and   not   knowing  

numbers,  that’s  always  scary  because  what  you  don’t  know  sometimes  can  really  hurt  you.    

    What  helps  you  in  those  times  when  you’re  panicked  a  little  bit  about  

cash   flow  or  about  not  having  enough  clients?  What  conversation  do  you  have  in  your  own  brain?  

 Lori:   One  of   the   things   is   that,  as  you  know  back   in   the  day  –  and   I’m  calling   it  

that  when   it’s   10  years   ago   –   the  phone   rang   and  marketing  was   a  much  simpler  place  than  it  is  now.  

 

 

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  Now   I   think  we   all   get   into   the   trap.   You  mentioned   if  we   don’t   all   have  work  flow  every  single  day  of  your  life,  if  you  say  that  you  do,  but  I  think  we  all  get  in  the  trap  of  feeling  like  I’m  so  busy,  even  when  it’s  not  productively  busy.  

    I   think   that’s   a   trap   that   a   lot  of  photographers  get   into   right  now   is   that  

they’re  really  not  profitable  making  money  in  their  businesses,  but  they  feel  so  busy  all  the  time.  It’s  managing  that  busy  work  a  lot  of  times  that  brings  us   back   to   profitability,   as  well   as   pricing   for   profit   and   the   other   things  that  we  need  to  do  to  be  aware  of  our  numbers  and  what’s  coming  in.  

    It’s  managing   time  and   the   time   that  we  spend  on  a  9:00   to  5:00  basis  or  

whatever  you  choose  to  work  that  makes  a  huge  difference.  It  was  actually  in   about   2009   and   it   was   right   about   the   time   that   there   were   so  many  photographers   coming  on   the   scene.  Everything  was   getting   flooded  with  photographers,  and  it’s  still  that  way  today.  

    It  kind  of  started  that  panic  of  my  clients  are  going  to  choose  somewhere  

else  to  go,  or  my  phone’s  not  ringing  all  by  itself.  What  do  I  have  to  do?  I  did  get  nervous.   It  was  a  time  when  I  had  to  sit  down  and  really  regroup  and  say  what’s  my  business  look  like  in  2009  versus  when  I  regrouped  in  2002?  

    My  phone  isn’t  going  to  just  ring  all  by  itself  anymore,  so  what  do  I  have  to  

do  to  make  sure  that  it  keeps  ringing?  One  of  the  things  that  we  decided  to  do  at  that  time  was  just  develop  a  whole  new  product  line.    

    One  of  the  things  that  I  realized  was  that  with  the  influx  of  photographers  

that  were  coming  on  the  scene,  I  may  be  missing  a  segment  of  the  market.  It  was   actually   a   segment   of   the  market   that   I   used   to   have   a   pretty   strong  hold   in,  but   I  had  moved   into   this   category  of  people   really   spending  and  investing  well,  buying  home  décor  and  this  process  that  we  began  leading  into  like  we  talked  about  with  the  wall  décor  and  preview  and  designing  for  the  wall.    

    That’s  our  main  product  and  it’s  still  what  we  tell  people  that  we  specialize  

in.   However,   there   is   a   segment   of   the   marketplace   that   I   had   a   pretty  strong  foothold  in  that  was  now  starting  to  go  away  because  there  were  so  many  options.    

   

 

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  I  realized  that  was  a  segment  that  I  really  wanted  to  capture  back  and  make  sure  that  my  phone  was  ringing  with  that  bread  and  butter.  We  created  a  whole  completely  separate  product   line   for  the  studio,  and  it’s  now  called  Real  Kids  in  the  studio.    

    Our  high  school  seniors  are  real  seniors,  so  it  made  sense  to  just  make  it  a  

Real  Kids  product  line  with  the  theme  of  what  we  want  to  project,  which  is  real  life  in  photography.  It’s  just  all  about  kids.  I  love  photographing  kids,  so  it  made  sense  to  do  it.  I  did  want  to  make  sure  that  I  was  doing  something  completely  different  than  I  was  doing  in  my  studio,  so  everything  about  it  looked  a  little  bit  different.    

    Basically   to   just  put   it   crudely,   it’s  a  glorified  portrait  party.  At   the   time   I  

decided   my   phone’s   not   ringing,   I   need   money   tomorrow,   so   how   can   I  make  this  happen?  We  sat  down  and  nailed  this  out  and  it’s  been  perfected  over  the  last  three  or  four  years  as  I  worked  it  and  changed  things  up.  It’s  so  systemized  and  streamlined  now  that  it’s  a  beautiful  thing.    

    At  the  time  when  I  started  it,   it  was   literally  calling  the  clients.  We’d  hash  

out  the  details  beforehand,  so  I  knew  what  I  was  going  to  present  to  them.  I  called   them   and   just   said   this   is  what’s   going   on.   How  would   you   like   to  earn  a  free  session  for  your  kids  and  $500  in  portrait  credit?  

    To   this   day,   I’ve   never   had   somebody   that   I’ve   personally   called   that   has  

told  me  no.  Every  person  that  I’ve  called  has  answered  with  some  variation  of  how  do  I  do  it?  What  do  you  want  me  to  do?  

 Sarah:   Excellent.    Lori:   It’s  a  really  great  thing  and  a  great  way  to  book  sessions.  Basically  we  call  

clients,  we  ask  her  to  plan  a  day  with  her  friends.  We  have  her  invite  10  to  12   friends   in.   We   photograph   at   this   client’s   home   in   the   back   yard  typically.   We   photograph   10   to   12   clients,   and   we’re   doing   the   sales  immediately  following.  

    It’s   a   quick,   easy   and   fun   day.   All   the   work   flow   is   basically   complete  

because  we’re  not  touching  any  images  that  haven’t  been  ordered  because  we’re   ordering   immediately   following   the   session.   It’s   been   a   really  profitable   product   line   for   our   studio.   We   usually   do   about   one   event   a  month,  so  we’re  not  doing  a  ton  of  them  but  just  doing  one  a  month  keeps  

 

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that   extra   revenue   coming   in   and   reaching   out   to   a   segment   of   the  marketplace  that  we’re  not  “specializing  in”  right  now.  

 Sarah:   This  is  what  I  love  about  this.  People  say  my  phone’s  not  ringing,  how  do  I  

get  the  phone  to  ring?  You  forget  that  the  phone  goes  both  ways.  You  can  pick  it  up  and  push  a  couple  of  numbers,  and  then  you’re  talking  to  a  client  or  a  prospect.  

    I  love  how  that  works.  It’s  crazy.  Look  at  all  the  millions  of  people  that  are  

on   the  other  end  of   that  phone   line,  and  all  you  have   to  do   is  pick  up   the  phone  and  call  them.  

 Lori:   I  was  going  to  say  that  I  think  it’s  also  great  that  doing  something  like  this  

and  putting  a  system  in  place  for  it  can  really  work  for  any  product  line  that  you  want  to  work  with.  

    If  you’re  a  wedding  photographer,  you  could  do   this  and  call  a  past  bride  

and   say   let’s   get   your   girlfriends   back   together.   You   could   do   it   before   a  wedding  and  say  let’s  celebrate  all  the  bridesmaids  and  have  an  event  day  where  we  bring  everybody  in  and  do  hair  and  makeup  and  do  sessions  for  all  the  girls.    

    You  could  do  it  with  high  school  seniors  and  call  them  before  they  go  off  to  

college   and   say   I’d   love   to   do   an   update   session   for   you.  Why   don’t   you  invite  all  your  girlfriends  from  senior  year?  Let’s  have  a  special  day  that’s  just  for  you  and  get  them  in.  

    There  are   lots  of  ways   to  do   it.   I   choose   to  do   it  with  kids  because   I   love  

kids,  but  you  could  do  it  really  with  any  product  line  that  you’re  passionate  about.  

 Sarah:   So  you  talk  to  this  mom  and  you  say   let’s  do  this  party  and  you  earn  

credits.  Then,  do  you  shoot  all  of  the  kids  at  her  home  at  a  given  time?    Lori:   We   do.   We   actually   have   the   moms   set   up   the   schedule   for   us,   and   a  

photograph   session   is   every   30  minutes.  Moms   are   coming   and   going   all  day  with  their  kids.    

     

 

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  The  way  it’s  planned,  the  system  that’s  in  place  is  that  moms  will  come  in  and  basically  hand  their  kids  over  to  me.  I  don’t  really  want  moms  being  a  part  of  this.  That’s  the  easier  way  to  photograph,  when  they’re  not  in  your  way.    

    To  do  that,  I’ve  got  to  coach  my  host  mom  who’s  going  to  talk  to  her  friends,  

even   if   it’s  a   friend  of  a   friend  that’s  coming   in.  We’ve  coached  her  to  talk  about   the  products   that   are   in  her  home  already,   so   she’s   either,  walking  through  and  giving  people  a  little  tour  of  the  things  that  are  hanging  in  her  home.    

    Or,  if  it’s  somebody  that  doesn’t  have  a  ton  of  stuff,  I’ve  brought  stuff  in  and  

we’ve   got   easels,   image   boxes   and   things   that   are   sitting   around   that   the  moms  can  have  a  conversation  about.  

    They’ve   already  got   common  ground.  They’ve   already  got   kids   that   know  

each  other  or  they  know  each  other  from  dance  or  church  or  whatever  it  is.  There’s  a  reason  they  were  invited,  so  they’ve  got  things  to  talk  about,  but  I  want  her  to  talk  about  products  as  well.  

    We   coach   her   through   that   and   mom’s   busy   doing   that,   and   the   main  

objective  is  to  plug  her  into  a  package  before  she  ever  sits  down  to  see  her  images.  

    We  are  going  to  show  her  the  images  immediately  following  the  session,  so  

not  only  do  I  have  an  area  where  I’m  going  to  shoot,  but  we’ve  got  an  area  for  moms  to  mingle.  Then  we’ve  got  an  after  the  session  spot  for  kids  to  go.  Typically  that’s  going  to  be  a  family  room  or  a  playroom,  a  basement,  a  kid’s  bedroom  or  whatever  it  is.  

    That’s  where  I  photograph.  I  want  the  kids  going  in  and  watching  a  movie,  

playing  Dance  Revolution  or  whatever  is  going  on.  We  get  something  set  up  for   them   with   snacks   and   drinks   so   that   moms   can   sit   down   with   our  salesperson  and  go  through  the  images  immediately  following  the  session.    

 Sarah:   So  you’re  shooting,  but  you’re  not  actually  doing  the  selling?    Lori:   I’m  not  personally  doing   the  selling.   I   take  someone  with  me   to  do   that.   I  

have  done  it  before.  I’ve  done  it  all,  and  we’ve  also  set  up  a  different  time,  like   if   I   shoot   on   a   Tuesday   I’ll   go   back   the   next   Tuesday   to   sell.   That  happens   for   different   situations,   maybe   somebody   that   I’m   going   out   of  

 

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town  for  or  when  I’m  not  taking  a  salesperson  with  me  for  some  reason  or  another.  

    I   think   that  honestly   it  works  best   for  not  only   the   client,  but   for  me  and  

work   flow   to   take   somebody   with   me   and   show   them   immediately  following.  

 Sarah:   So  that  person  knows  how  to  download  the  images  and  prep  them,  and  pull  

them  into  your  software  and  lead  them  to  the  sales  presentation?    Lori:   Yes,  and  it  happens  quickly.  They’ve  got  30  minutes.    Sarah:   Yes,  it  has  to  happen  really  quickly.         How   does   what   you’re   presenting   differ   from   a   full   Lori   Nordstrom  

studio  type  session?    Lori:   It’s  all  completely  different.  One  of  the  things  that  make  this  work  is  that  I  

personally  call  every  mom  that’s  booked  for  a  session  before  the  day  of  the  event.  I  am  walking  her  through  a  mini  consultation,  making  suggestions  of  products  and  getting  her  excited  about  things.  

    It’s  not  the  full  consultation  like  we  would  do  with  a  studio  client  where  our  

specialty   is  wall  décor.  We’re  still   talking  about  it  and  still  selling  it,  but   if  you  can  imagine  the  sales  process  in  –  I  don’t  want  to  say  a  regular  studio  or  a  normal  studio,  but  a  studio  that’s  not  making  the  personal  suggestions  of  the  wall  décor  like  I  do  on  a  daily  basis.  It’s  a  typical  order  appointment.  

    We  do   take   it   to   the  next   step,   and   I’m  personally   contacting   each  one  of  

those  people.  We  are   talking   to   them  before  and  during   the   time   that   I’m  shooting   so   that   they’re   prepared   for   viewing   products.   They   see   prices  beforehand.   Also,   one   of   the   things   that’s   very   different   is   that   we   have  packages   designed   for   these   events   so   that   they   can   make   very   quick  decisions.    

 Sarah:   I  was   just  going   to  ask   that  because   in  my  mind  I’m  thinking   it’s  sort  of  a  

hybrid  of   a   school  model,  where  you’re  doing  higher   volume   in   a   shorter  amount  of  time.    

   

 

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  We   know   that   school   photographers   make   it   so   easy.   There’s   the   most  popular  package.  There’s  the  cost  effective  package.  They  give  you  several  packages,  you  look  at  the  top  couple  and  pick  one  and  boom  I’m  done.    

    You  mentioned   trying   to   have   them  make   that   selection   before   you   even  

shoot.  Did  I  understand  that  correctly?    Lori:   That’s  correct.    Sarah:   They  know  if  they  want  Package  C  and  Package  3  and  that  kind  of  thing.         How  many  packages  do  you  give  them?    Lori:   We  have  four  packages  designed.  Really  the  main  goal  for  me  before  I  shoot  

is  to  make  sure  that  they’re  excited  about  me  as  a  photographer,  and  that  they’re  connected  to  that  friend  who  asked  them  to  come.  They’re  excited  about  something  that  they’ve  seen  or  something  that  we’ve  talked  about.  

    I  want  them  to  be  invested  in  what’s  about  to  happen.  If  they’re  excited  and  

I  can  get   them  excited  about   the   final  product  based  on   the   fact   that   they  know   they’re   going   to   love   what   I   shoot,   then   it’s   a   no   brainer.   They’re  already   excited   about   the   product.   They’re   going   to   sit   down   and   just  choose  images  to  fill  in  the  package  that  they’ve  chosen.  

    It  doesn’t  have  anything  to  do  with  whether  I’m  a  good  photographer  or  not  

honestly.  It  just  has  to  do  with  whether  I’ve  made  a  connection  with  them  and  I  can  get   them  excited  about  being  there,  what’s  going  to  happen,   the  relationship  that  I’m  going  to  forge  with  their  child  in  that  30  minutes  and  the  image  that  I’m  going  to  capture.  

    On   that   note,   I’m   even   going   to   come   in   from   a  windy   day   outside  when  

we’ve  got  messy  hair  blowing  in  the  face  and  kids  that  may  not  even  have  looked  at  me  during  a  session  and  all  kinds  of  things  that  can  happen.    

    I  can  either  come  in  and  say  it  was  windy  and  she  didn’t  really  look  at  me,  

or  I  can  come  in  and  say  it’s  so  beautiful  out  and  the  wind  is  blowing,  and  just   the  expressions  on  her   face,   she  was   in  her  moment  doing  her   thing,  being  her  and  she  didn’t  even  have  to  look  at  me  to  know  what’s  going  on  in  our  mind.    

 

 

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  You  completely  change  the  way  the  moms  view  those  images,  and  I  have  to  believe  that  too.  It’s  not  a  snow  job,  but  it  completely  changes  the  way  mom  sees  the  images  when  she’s  viewing  them.  

    Every  time  I  come  in,  when  I’m  handing  off  that  card  and  that  card  is  being  

downloaded,   I’m   communicating  with  mom  and   telling  her  what   I   saw   in  her  child,  whatever  it  is.  Honestly  whatever  I  mention  is  what  they  end  up  buying.  

 Sarah:   Let  me   ask   you   this   because   I’m   really   hearing   these   details   for   the   first  

time.  I’ve  heard  you  talk  about  it  and  I’m  really  excited.         How  many  total  kids  did  you  say  that  you  have  at  party  in  a  day?    Lori:   The  number  of  kids  varies,  but  I  do  10  to  12  sessions.  However  many  kids  

are   in   an   immediate   family,   they   get   photographed   in   that   30  minutes.   It  could  be  anywhere  from  12  kids  to  30  kids.  

 Sarah:   How   do   you   get   different   images   because   you’re   shooting   near   the  

mom’s  house?    Lori:   In  the  backyard.      Sarah:   How  do  you  get  all  of   these  sessions  so   that  each  mom  feels   like  she  

got  something  really  unique  and  different?  I  know  you  have  a  system  for  this  and  you’ve  worked  this  out  beautifully.  

    Especially  the  host  mom,  if  she’s  watching  you  show  a  boy  leaning  against  a  

tree,   and   then   the   next   boy   is   leaning   against   the   tree   and   the   little   girl  leaning  against  the  tree,  she’s  going  to  be  disappointed.  

 Lori:   Everybody’s  got  their  own  personal  style,  so  I   think  that  answer   is  a   little  

bit  different   for   everybody,  depending  on  what  you’re   shooting  and  what  your  main  product  line  is  and  all  that.  

    For   me,   I   want   to   photograph   relationships.   I   want   to   photograph  

personalities,   expressions   and   eyes   and   really   see   the   child.   Even   though  that  can  sound  cliché   if   it’s  said   too  many   times,   it’s   really  amazing.   I  will  tell   the   host  mom   every   time   that   it   doesn’t   matter   what   your   backyard  looks  like.  

 

 

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    It   doesn’t  matter   how   immaculate   a   backyard   is   or   how  manicured   it   is.  

There’s  going  to  be  a  mom  that  says  to  me,  really  in  the  backyard?  I’m  going  to   have   to   have   this   done   and   that   done.   You   can’t   photograph   there   the  flowers  are  dead.  They’re  going  to  say  something  to  me  about  their  yard.  

    I   tell   her   every   time   that   the   yard   doesn’t   matter.   I’m   not   a   landscape  

photographer.   I’m   about   relationships,   moments,   expressions   and  personalities.   A   lot   of  what   I   do   is   close-­‐ups.   In   fact  most   of  what   I   do   is  close-­‐up.  It  really  is  about  that.  I  don’t  care  what  the  background  looks  like.  

    That  may  be  different  for  the  next  photographer  where  you  might  want  to  

take   a  background  and   set  up  a   light   and  do   it   indoors  or  whatever   your  style   is.   That’s   fine   but   you   need   to   own   it   and   be   able   to   communicate  what’s  special  about  it  to  the  client.  That’s  what’s  important.    

    It’s  being  able  to  communicate  the  fact  that  I’m  photographing  expressions  

and   I’m   going   to   get   to   know   your   child.   In   fact   in   the   consultation,   I’m  asking  some  questions  about  the  child  and  getting  to  know  them  a  little  bit  through  mom  because  I  want  to  know  what  mom  sees  in  her  child,  what’s  special  about  them  and  maybe  what  they  would  be  afraid  of,  or  when  was  the  last  time  they  were  photographed  and  what  was  that  experience  like?  

    We   ask   them   a   lot   of   those   kinds   of   questions.   Typically   I’m   out   there  

shooting  for  15  or  20  minutes,  and  in  that  15  or  20  minutes,  I’m  still  going  to  show  them  a  lot  of  images.  Coming  in  I  can  say  to  them,  this  is  what  I  saw  and  this  is  what  just  happened.  This  is  what  you’re  going  to  see.  

    As  our  salesperson  brings  in  those  images  and  I’m  shooting  a  simultaneous  

JPEG,  and  so  we’ve  got  those  raw  files  to  go  back  home  with,  but  we’ve  got  quick  down  and  dirty  little  JPEGs  to  throw  up  on  the  computer.  

    One   of   the   things   that  we   just   started  using   is   software   through   the   iPad  

that’s  called   ‘Shutter  Snitch’.   I’m  actually  shooting  straight  to  the  iPad  and  as  I’m  shooting  they  can  start  editing  and  then  showing  the  images  right  on  iPad.  That’s  exciting.  They  can  see  them  right  away  and  moms  love  holding  that   iPad   in   their   hand.   Even   though   it’s   smaller,   we’re   right   there   with  them  to  make  suggestions  on  sizes  and  show  them  sizes.  

   

 

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  It’s  about  that  experience  of  the  immediacy  of  seeing  it  right  away  and  also  holding   it   right   in   their  hand.   It’s  high   tech  and   it’s   fun.  Even   if   you  don’t  have   that   software,   it’s   just   showing   it   on   the   laptop,   downloading   those  small  JPEGs  right  away  and  flipping  through.    

    As  we  flip  through  the  first  time,  if  it’s  a  no  we’ll  just  delete  it.  They’re  not  

going   to   see   it   again.   They   don’t   even   have   to   say   no.   As   we’re   flipping  through,  they’re  going  to  say  that’s  a  yes,  that’s  a  maybe  and  that’s  a  no.  

    If  we  think   it’s  a  no,   it’s   just  deleted.  We’re  doing  a  really  quick  dirty  edit  

the   first   time,   and   then  we’re   going   back   through   the   next   time   to   really  start  narrowing  things  down  and  plugging  them  into  our  packages.  

 Sarah:   So  you  don’t  do  a  quick  down  and  dirty  edit  first?    Lori:   No,   they   see   exactly  what   I   shoot.   I   do   edit   a   little   bit   in   the   camera.   If   I  

shoot  something  and  I  think  she  probably  blinked,  I’ll  just  get  rid  of  it  right  away.    

 Sarah:   Yes,   the   work   flow   on   a   system   like   this   –   it’s   interesting   that   you   said  

you’ve  worked  out  a  lot  of  the  kinks  and  learned  a  lot  of  lessons.  It’s  one  of  those  things  where  you  get  that  system  working  just  right,  and  you  can  just  rock  with   it.   It’s  when  you  break  one  part  of   it  and  you’re  trying  to   figure  out  why  or  whatever.  

 Lori:   It’s   certainly   scary   the   first   couple  of   times.   Showing   images   immediately  

following  the  shooting  or  even  during,  right  now  with  high  school  seniors  we’re  handing  mom  an  iPad  and  letting  them  sift  through  the  images  while  I’m  shooting.  It  freaks  me  out  every  single  time.  

    But  it’s  worth  it  when  it  comes  down  to  work  flow  and  with  the  Real  Kids  

we’re  shooting  and  immediately  selling.  Then,  we  go  back  to  the  studio  and  never  have  to  look  at  an  image  that  wasn’t  ordered  and  it  is  so  wonderful.  It  cuts  down  so  much  on  our  work  flow.  

 Sarah:   Efficiency   wise,   it’s   saving   you   because   you   don’t   have   to   do   the   whole  

editing,  the  second  day  appointment.         In  one  day  you’re  getting  10  clients  and  10  orders,  would  you  say  on  

average,  or  more  than  that?    

 

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Lori:   Yes,  we   tell   the   host   that   our   goal   is   12,   expecting   them   to   book   10.  We  typically  have  nine  to  12  sessions  booked.  

 Sarah:   Are  they  incentivized  when  the  orders  go  up?    Lori:   They’re  not,  and   that’s  something   that  we  played  with   for  a  while.  One  of  

the  things  that  we  do  is  they  do  get  $50  per  mom.  They  get  $50  credit  for  every   mom   that   they   book,   and   honestly   that’s   the   same   as   it   is   in   our  studio.    

    If  somebody  sends  somebody  into  our  studio,  they’re  going  to  get  a  $50  gift  

card.  It’s  the  same  thing,  only  they  get  the  immediate  reward  of  being  able  to  spend   it  on   that  session   that  we  do   that  day   for   their  kids  as  well,  and  they’re  going  to  get  that  free  session.  

    Just   for   hosting   the   event,   they   get   a   free   session.   Then   they   get   $50   per  

mom   that   book.  Our   goal   is   for   them   to   get   that   $500   in   portrait   credits.  Depending  on  the  time  of  year  and  what’s  going  on,  we’ll  do  a  little  bonus  gift.    

    During  the  holidays,  I  might  to  an  ornament.  During  another  time  of  year,  I  

might  do  one  of  the  small   frames  from  Wild  Sorbet  from  their  new  line  of  tabletop   frames.   We’re   doing   different   products   like   that   where   we’re  throwing  them  in  as  a  special  hostess  gift.  Their  incentive  is  exactly  what  it  is  when  I  call  them.  How  would  you  like  to  earn  a  free  session  for  your  kids  and  $500  in  portrait  credit?  They’re  so  excited.  

 Sarah:   Do  you  do  their  session  last?  It  doesn’t  even  matter,  does  it?  You  can  do  

them  before  their  friends  even  come.    Lori:   Yes,   it   doesn’t  matter.   I   just   talk   to   the  mom  and   find  out  what’s  best   for  

them.  To  be  honest,   I   don’t  want   their   kids   around  during   the   rest  of   the  day  because  it’s  a  distraction,  unless  they’re  older  because  if  they’re  older  they   can   actually   help  with   younger   kids   or   socialize  with   the   older   kids  that  come.  

    Our  ages  on  this  sitting  up  through  age  14.   I  do  this  specifically  because  I  

want   newborns   in   my   studio.   I   don’t   want   to   do   them   at   these   type   of  events,  and  I   feel   if   they’re  sitting  up  already,   that  means  that   I’ve  missed  out  anyway  on  the  first  year  plan  with  them.  

 

 

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  So   it’s   sitting   up   and   then   through   age  14  because   I   do  want   high   school  seniors   back   in   my   studio.   We’re   also   starting   to   work   a   lot   more   with  tweens   now.   That’s   been   a   new   thing   where   moms   are   excited   about  bringing   that   age   into   the   studio   as   they’re   getting   into   junior   high   and  different  stages  in  their  lives.  

    By   design   we   created   this   stage   of   sitting   up   through   age   14   for   these  

events.  Like  I  said,  it  can  be  molded  to  whatever  is  important  to  you  in  your  own   business.   This   is   for   me.   I’m   excited   about   photographing   kids;  however,  our  high  school  senior  product  line  is  very  profitable  for  us  and  I  don’t  want  to  interrupt  that,  and  our  baby’s  first  year  is  very  profitable  for  us  and  I  don’t  want  to  interrupt  that.  

    We’ve   created   this   in   between   segment   that   is   working   and   now   is   very  

profitable   for  us.  This   system  now   is   in   such  a  place   that   I  have  a   second  photographer  that’s  doing  this  for  my  studio.  I  don’t  do  it  anymore.    

    If  I  do,  I’m  doing  it  for  a  client  that  I’ve  already  photographed  an  event  for  a  

couple  of   times,  and  she’s  got  repeat  moms  coming  back,  so  I’ll  go  and  do  that  Real  Kids  event,  but  the  rest  of  them  that  we’re  newly  booking  now  are  all  done  by  another  photographer.    

 Sarah:   My  mind   is   spinning  with   so  many   ideas.   I   think   it’s   brilliant   how  you’ve  

created  this,  not  to  cannibalize  the  things  that  you’re  doing  that  are  already  successful.    

    Have   you   ever   done   a   group   of  moms   that   are   all   in   a   Lamaze   class  

together,  or  could  this  work  for  them?    Lori:   That’s  a  great  idea.  Right  now  we’ve  kept  it  just  the  Real  Kids  because  it’s  a  

very  powerful  product  line  for  us  as  it  is,  but  I’ve  worked  with  other  studios  to   do   other   product   lines   that   have   the   same   system   but   a   different  category,  a  different  segment  of  the  market.  

    Like  I  said,  it’s  high  school  seniors,  brides  or  it  can  be  maternity.  It  could  be  

newborns.   It   could   be   families   or   anything.   I   don’t   photograph   families.  That’s  another  thing  with  our  Real  Kids  event  –  sitting  up  through  age  14.  Families   aren’t   included.   If   someone   wants   to   do   a   family   session,   we  encourage  them  to  book  at  our  studio.  

 

 

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  Again  we  want  everything  about  it  to  be  different  than  what  they’re  going  to  experience  when  they  come  in  for  a  studio  portrait.  

 Sarah:   If   they   have   three   kids,   are   you   shooting   each   child   separately   and  

then   the   three   kids   together,   or   do   you   only   photograph   the   kids  separately?  

 Lori:   I  do  it  all.  The  main  goal  with  the  kids  is  to  get  great  stuff  of  each  of  them  

individually.  The  reason  that  I  say  that  is  because  if  it  doesn’t  happen  that  I  get  them  all  together,  I’m  not  a  loser,  but  it  typically  happens.  

    If   they’ve   got   three   kids   or   they’ve   got   five   kids,   it   doesn’t  matter.  We’re  

going  to  photograph  them  all  together  as  well.  A  lot  of  times  at  these  Real  Kids  events,  what’s  great  about  is  that  I  don’t  have  to  worry  about  getting  posey  like  we  would  in  the  studio.    

    I  don’t  have  to  worry  about  that  perfect  portrait.  They’re  outside.  They  can  

be   playing   together   or   they   can   be   laughing,   hugging   each   other,   tickling  each  other  or  jumping  on  each  other.  It  doesn’t  matter.  We’re  getting  great  images  of  them  being  them,  and  moms  love  it.  

 Sarah:   It’s   really   very   cool.   If   you   were   talking   to   a   photographer   who’s   sitting  

there  saying   I’m  not  getting  booked  as  much  as   I  want,   I  don’t  have  a  big  budget,  what  can  I  do,  and  they’re  listening  to  this  saying  this  is  awesome,  what  would  be  the  first  step  for  them  to  book  this?  

    Do   you   feel   like   it   needs   to   be   done   from   a   phone   call?   Call   they   mail  

something,  even  for  a  small  number  of  people?  That’s  what’s  brilliant  about  this.  You  don’t  have  to  have  a  huge  budget.  

 Lori:   You   don’t   have   to   have   a   budget.   I   launched   this   product   line   with   one  

phone  call.  I  think  it’s  that  powerful  for  any  studio  that  decides  to  do  it.  You  do  have  to  follow  the  steps.  It’s  not  something  that  you  can  just  throw  out  there  and  say  I’m  going  to  do  this.    

    You’ve  got  to  follow  the  steps.  You’ve  got  to  sit  down  and  really  plan  it  out.  

That’s  great  too  if  you’re  going  to  sit  down  and  really  plan  out  your  product  line  and  who  your  target  market   is,  what  your  product   line  is  going  to  be,  and  how  you’re  going  to  price  this  for  easy  and  quick  sales.  

 

 

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  We   do   actually   have   two   separate   price   menus   for   this.   This   is   going   to  confuse  the  whole  thing,  but  we  now  do  Real  Kids  sessions  in  our  location.  We   don’t   do   them   in   the   studio,   but   we   do   them   in   Winterset   at   our  location,  and  people  can  book  those.  

    When  we  book  them,  it’s  with  our  second  photographer,  and  when  we  book  

that   product   line  we   do   a   build   your   own   package  menu   just   like  we   do  with  some  of  our  other  product  lines  because  it  is  more  profitable.  

    When   we   can   sit   down   with   them   and   we   actually   have   a   chance   to   go  

through   images   and   design   for   the   wall   and   build   their   own   package,  they’re  going  to  spend  even  more.  We’ve  got  both  of  those,  and  we  actually  have  templates  for  both  of  those  that  are  included  in  the  templates  that  we  have   to   offer   for   photographers.   There’s   no   guesswork.   There’s   no   brain  work  that’s  going  into  it.  

    For   that   photographer   who   wants   to   start   this   and   they’re   sitting   there  

saying   I’m   not   busy,   I   don’t   know   how   to   jumpstart  my   business,   I   don’t  know  what  to  do,  it’s  just  simply  saying  what  do  I  want  to  photograph?    

    What’s   that  main   product   line?  Who’s  my   target  market   for   this   product  

line?  Who’s   that   one  person  who’s   going   to   love  what   I   do,   or  maybe   it’s  somebody  that  you  haven’t  even  photographed  before  that  you  know  that  you’d  love  to  have  as  a  client.  

    It’s   just  calling  that  person  and  telling  them  here’s  what  I’ve  got  going  on.  

There  has   to  be  a  plan   for   that.  You  have   to  know  what’s  going  on.   If  you  can   then   explain   it   to   her,   and   then   once   she’s   in   help   her   to   coach   the  people   that   she’s  bringing   in,   I  mean   it’s   such  a  beautiful   thing  because   it  starts  from  one  person  and  it  leads  to  10  to  12  clients.    

 Sarah:   What  do  you  think  photographers  could  expect  in  one  day  from  doing  

this  one  time?    Lori:   With  our  system  and  pricing  that’s  in  place,  we  expect  $1,000  average  from  

our  clients.  With  10  moms,  we’ve  got  a  $10,000  day.    Sarah:   How  many  people   that   are   listening   are   just   so   excited   right   now?  Think  

about  one  day  working  hard,  whacking  it  and  coming  home  with  $8,000  to  $12,000  in  one  day.    

 

 

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Lori:   It’s  still  exciting  for  me  every  time.    Sarah:   Especially  in  first  quarter  when  things  are  really  dead.  That  covers  a  lot  of  

the  mortgage.  It  covers  employees.  It  covers  a  lot  of  thing.    Lori:   I   have   to   tell   you   this   too.  There  are   so  many  photographers   that   I   know  

that  are  stuck   in   the  wedding  rut.  They’re  shooting  weddings  all  day  on  a  Saturday.   Then   they’ve   got   40   hours   of  work   flow.   Then   they’re  messing  with  a  bride  who’s  already  spent  so  much  money,  and  she  doesn’t  want  to  spend  anymore.    

    This   is   a   perfect   thing   to   take   you   into   the   next   level   of   your   business.   I  

know   that   for  me,  my  weddings   start   at   $8,500.   I   still  would   rather   do   a  Real  Kids  event  where  I’m  going  to  shoot  for  the  day,  go  home  and  all  I  have  to  do  is  touch  the  images  that  are  ordered,  and  I’m  done.  

    It’s  not  like  shooting  a  wedding  and  going  home  and  editing  1,000  images,  

and  then  designing  an  album  and  all  this  work  flow  that  we  have  to  do.  I’d  rather  have  this  product  line  where  we  do  sell  albums  and  we  sell  specific  products,  but  we’ve  got   the   templates   in  place   to   just  drop   the   images   in.  It’s  very  easy  and  it’s  very  streamlined  and  it’s  done.  One  day,  and  it’s  done.  

 Sarah:   That’s  a  really  good  point  because  you  do  work  a  full  day  at  a  wedding,  and  

then  you  go  home  and  you  have  a  whole  week’s  worth  of  work  to  do.         With  this  system,  you  may  have  to  retouch  20  to  40  images  even  but  they’re  

kids,  so  there  isn’t  a  ton  of  retouching.  You’ve  brought  a  few  actions,  touch  each   of   them   a   little   bit   and   it   takes  maybe   a   couple   of   hours.   So   you’re  using  a  half  day  prepping  those  images  and  sending  them  to  the  lab.  You’re  done  by  the  end  of  the  day  on  Monday  if  you  did  it  on  a  Friday  or  a  Saturday  or  whatever.  

 Lori:   Yes,   and   that’s   another   good   point,   Sarah.   There   are   so   many  

photographers  now  who  aren’t  “full-­‐time”  in  the  business,  which  is  another  thing  that  this  model  does.  It  allows  you  to  say  this  is  the  day  of  the  week  that  I’m  going  to  work,  whether  you  do  one  event  a  month  or  one  event  a  week  or  whatever  the  plan  is  for  you  for  your  business.  

     

 

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  I’ve  helped  studios  get  set  up  with  this  system  that  say  I  can  only  work  on  Saturdays  because  I  have  a  full-­‐time  job,  and  my  husband  can  take  care  of  the  kids  on  Saturdays;  or   I’m  at  home   full   time  with   the  kids,   I’ve  got  my  mom  keeping  the  kids  on  Thursdays  and  that’s  the  only  day  I  can  work.  

    For   that   photographer,   it’s   a   great   system.   For   the   photographer   who’s  

running  a   full-­‐time  business   in   their   studio  and  needs   to  add  on  an  extra  revenue  system,  it’s  great  for  them.  It’s  just  easy  extra  things  to  implement  and  streamline  no  matter  where  you  are.  

 Sarah:   How  could  someone  use  it   for  high  school  seniors?  Talk  a  little  more  

about  that.  I  know  you  mentioned  it  briefly.    Lori:   I  actually  helped  a  studio  get  set  up  with  this,  and  it’s  been  really  successful  

for  her.  She  is  actually  calling  her  high  school  seniors.  This  is  so  exciting  to  me.   I   actually  want   to  do   it  with  my  high   school   seniors,  but   I  don’t  have  time.  

    We   made   a   plan   for   her   to   call   her   favorite   little   group   of   high   school  

seniors,  and  basically  she  would  say  this  is  Lori  and  I  just  wanted  to  touch  base  with  you.  How  was  your  senior  year?  We   loved  your  announcement.  Tell  me  about  your  college  plans.  I  know  you’re  getting  ready  to  leave.  Do  you  have  your  dorm  ready?  

    As  you’re  talking  through  those  things,   let  her  know  I’m  sure  you’ve  gone  

through  a   lot  of   changes   through  your   senior  year.   Is  your  hair  different?  What’s  going  on?  What  are  you  interested  in  now?  Would  you  be  interested  in  doing  an  update  session  and  get  some  new  images,  some  fresh  things  and  some  exciting  things  to  go  off  to  college  with?    

    There’s  no  girl  on  the  planet  that’s  going  to  say  no  to  that.  Every  girl  wants  

to  be  photographed.  Once  she  says  yes   that  would  be   fun,  you’re  going   to  come  back  with  why  don’t  we  plan   something   together?   I  would   love   for  you  to  invite  eight  to  12  of  your  friends  from  senior  year.  

    Even  better,  if  you  can  plan  it  with  juniors  –  would  you  like  to  invite  eight  to  

12   of   your   junior   friends   to   come   in   and   spend   a   day?  We   can   even   get  some  shots  of   you  along   the  way,  but  we’d   love   to  have  you  host   this   for  your   friends.   Bring   them   in   and   get   them   excited   about   getting   pictures  done,  and  we’ll  give  you  a  free  update  session.  You’re  even  going  to  get  $50  in  credit  for  every  girl  that  you  bring  in.  

 

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    With   that,   some   parameters   have   to   be   in   place.   The   mom   has   to   be  

involved  because  we  know  that  mom  is   the  one  that’s  going  to  be  buying.  You  can  make  it  super  fun.  You  can  have  something  going  for  an  entire  day  with  senior  girls  or  bridesmaids,  women’s  groups  or  whatever.    

    You   can   do  more   of   a   party   where   they’re   all   there   at   once   and   kind   of  

egging  each  other  on,  instead  of  every  30  minutes.  I  would  suggest  having  them   come   in   the   next   day   or   the   next   week   to   view   their   images   just  because  it’s  easier  to  do  the  sales  if  it’s  one-­‐on-­‐one.  

      The   way   that   the   system   works   best   is   to   do   those   every   30-­‐minute  

sessions  with  the  sales  immediately  following.  To  do  it  as  an  idea  and  to  get  people  excited  and   into  your  business,   there  are   lots  of   fun  ways   to   think  about  doing  it.  

 Sarah:   You  could  take  this  and  drive  business  with  one  right  connection.  They  set  

it  up  for  you.  That’s  the  magic  of  it,  and  especially  for  newer  photographers.  You’re   shooting   a   lot.   You’re   getting   volume   and   you’re   building   up   a  portfolio.  You’re  just  really  able  to  get  your  confidence  going.  

    I’m  just  thrilled  that  you’re  allowing  us  to  take  this  system  and  offer  it,  this  

system  that  you’ve  created  and  worked  all  the  bugs  out  of  and  offering  it  to  our  audience  and  our  community  of  photographers  out  there.  

    I  know  that  you  have  trademarked  this  Real  Kids  system,  but  there’s  a  

way   for   other  photographers   to  hop  on  and  be   able   to   jump   in  with  this,  correct?  

 Lori:   There  is.  With  the  templates  that  we  have  available,  we’ve  got  everything  in  

place.   It’s   everything   from   working   with   the   hostess   and   the   hostess  coaching   letter.   It’s   everything   from   going   through   the   host  mom   all   the  way  through  all  the  marketing  for  the  event  –  emails  to  friends  and  invites.  

    There’s  a  checklist  for  the  day  of  things  to  bring  and  what  to  have  there  to  

be   prepared.   There’s   scheduling   and   order   forms   and   pricing.   Again   it’s  both   the   pricing  models.   It’s   the   package   pricing   and   the   build   your   own  package  pricing,  which   is  a  complete  menu  that  people  have  even  used   in  their  studios  outside  of  the  Real  Kids  events.  

 

 

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  There   are   also   templates   for   products.   There’s   an   album.   There   are  canvasses,  play  date   cards  and  all   kinds  of   fun   things   that  we’re  doing  as  extra  little  add-­‐on  products,  and  then  both  of  those  price  menus.  There’s  a  ton  of  stuff  in  there.  

 Sarah:   They  can  actually  look  at  your  price  menu  and  the  products  you’ve  figured  

out,   and   they   can   basically   model   their   entire   system   after   what   you’re  doing,  and  you’ve  already  worked  out  all  the  kinks.  

 Lori:   Exactly.  It’s  all  there.    Sarah:   That’s   what   I   love   about   systems   like   this,   especially   when   people   have  

been   doing   it   for   so   many   years.   You   know   exactly   the   process   and   the  work   flow.   Basically   everything   they   need   to   know   is   in   this   little   kit,  correct?  

 Lori:   It  is,  yes.    Sarah:   That’s  a  no  brainer  for  every  single  one  of  you  who’s  out  there  saying  I  need  

a  big  marketing  budget,  my  phone’s  not  ringing.  Make  this  very  affordable  for  everyone  investment,  and  get  out  there  and  create  this.  

    You   could   take   it   to   schools.   You   could   twist   and   turn   it   and   do   it   as   a  

fundraiser  for  a  dance  group.  You’ve  got  all  these  cheerleaders  or  dancers  who  want  to  raise  money,  and  they  can  take  a  percentage.  Work  with  them  on  giving  a  percentage  of  it  to  the  school  or  to  whatever  charity.  

    There  are  a   lot  of  different   things   that  you  can  do   to   take   this   to  another  

level.   I   think   this   is   a   no   brainer   for   every   single   person   listening,   using  Lori’s  system  to  take  it  out  there  and  really  juice  up  your  business.  

    For  some  of  you  it  may  be  a  full  time  thing  where  you’re  like  I  love  this.  This  

is  my  business  model.   I’m  going   to  do   three   a  month  and   that’s   all   I   care  about  all  year.  Others  may  just  do  it  once  a  quarter  and  use  it  as  a  way  to  infuse  some  fresh  new  images  and  some  new  people  and  new  life  back  into  your  business.  

    I  think  it’s  brilliant,  Lori.  I  do.      Lori:   It  really  has  been  fun  for  us.    

 

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Sarah:   Especially  being  a  studio,  I  know  you  do  outdoor  too  but  we’re  doing  more  volume  as  you  are  and  I  am  in  my  studio,  so  it’s  got  to  be  fun  to  have  that  day  where  you  just  get  your  mojo  and  all  day  long  you’re  just  grooving.  It’s  got  to  be  adrenaline,  and  then  to  have  that  big  chunk  of  money  at  the  end  of  the  day.  

 Lori:   Yes,  it’s  a  great  thing.    Sarah:   People  could  be  strategic  and  do  it  early  in  the  month.  Boom,  all  your  bills  

are  paid  for  the  month  and  you  can  relax  a  little  bit.  Really  you  could  throw  that   together   if   you’re   mid  month   and   you’re   saying   I’m   not   making  my  month  and  I’m  panicking.  Throw  this  together  and  you’ve  got  cash  flow  for  the  month  to  get  you  through.  

 Lori:   Yes,  and  that’s  exactly  honestly  the  way  it  started  for  me  was  I  have  to  have  

money  tomorrow  and  how  can  I  get  it?  Like  I  said,  it’s  been  perfected  over  the  years,  but  it’s  just  a  great  way  to  get  something  on  the  books  where  you  know  this  is  going  to  be  a  very  profitable  day  for  me.    

 Sarah:   Yes,  I  know  that  motivates  me  too.  It’s  shooting  and  knowing  they’re  here,  

they’re   going   to   order,   they’re   easy   packages,   you   know   what   your  minimum  is  and  what  your  average  is,  so  how  can  you  not  get  excited  and  just  give  them  all  your  love?  That’s  awesome.  

    Thank  you  so  much  for  being  so  sharing  and  even  sharing  all  the  things  that  

you’ve  worked  out  in  the  system,  and  that  you  crashed  and  burned.  I  think  that’s   refreshing   to   see   people   out   there   who   are   really   rocking   it,   and  knowing   that   it   wasn’t   always   easy   and   you   didn’t   just  magically   appear  one  day  as  this  super  successful  business  owner  and  photographer.  

    You’ve   had   some   hard   knocks   too   and   look   how   you’ve   come   through   it,  

and  you’re  jamming  now.    Lori:   Thank   you   and   thanks   for   having  me.   I   always   get   excited   about   talking  

about  this.    Sarah:   It’s  been  great.  Thanks  everybody   for   joining  us   for   the  Get  Fully  Booked  

This  Year  event  brought  to  you  by  The  Joy  Of  Marketing  and  White  House  Custom  Colour.