Getting Better Inquiries, Davey Jones of Davey & Krista

Getting Better Inquiries, Davey Jones of Davey & Krista

Davey and his wife, Krista, are no strangers to dealing with inquiries, both as photographers and now as web designers. The process of getting inquiries may seem daunting to any photographer when they're first starting out, or looking to make a change in their pricing. However, Davey believes that knowing the data behind your inquiries can help you feel comfortable in securing your next clients. 

Davey is also sharing his 3 key tips for getting more qualified leads and how to actually turn down clients when they're not the best fit.

What's Your Differentiation Style? Jenni & Sophie with Primd Marketing

Finding ways to stand out in a crowed market doesn't have to be overwhelming. | Focused Podcast

Finding ways to set yourself apart as a photographer can seem overwhelming when working on your own. Jenni and Sophie of Primd Marketing want you to know it is possible to find ways you're different from every other photographer. It just takes getting out of your own headspace and listening to what your past clients have to say about you. Your differentiation style may be something that comes naturally for you that you've never thought too much about it. 

In this episode, Jenni and Sophie talk you through their Brand Plan process and how they deep-dive into their clients business to help set them apart. 

Find and connect with Primd: Website | Instagram

 Finding ways to stand out in a crowed market doesn't have to be overwhelming. | Focused Podcast

Show Notes

Jenni and Sophie of Primd Marketing love to create brand strategies to help business owners stand out in a crowded market. Together, they work with the clients through their Brand Plan process and then walk them through other parts of their businesses as well. Many of their clients are local to the Bay Area, but they also work with clients all over. Jenni & Sophie love working together and  having business partners to bounce ideas off of and to share the work with and they want to help give that support back to their clients.

Figuring yourself out

Sophie says ‘brand work is soul work’ and many of Primd’s clients are also other branding experts. They’ve realized it can be easier to figure out your style while talking to someone else about it; you can definitely get in your own head too much. Their deep-dive session includes discovery worksheets and can turn into a therapy session. At the end of these sessions, Jenni & Sophie give their clients a list of their 4 core values, which comes from their open and honest conversations. It can be emotional for their clients when they present their final brand plans to them.

Niching down to stand out

You can be very successful by getting very specific with your clients and offerings. But that may not be the right plan for you and your business. There are several ways for you to differentiate your business without niching down too far.

Your brand values

The values are the backbone of your business. In their deep-dive strategy session they categorize things in 4 categories: Your Why, Your How, The Results, & Brand Personality/Style. Jenni & Sophie use these categories to help create your brand messaging, marketing strategy, and website copy. You can begin working through this process today on your own or with another business owner to get an outsider’s perspective.

Differentiation for photographers

Jenni and Sophie have found there are 4 categories of photographers their clients fall into over the years. The first category Primd sees is the “Niche Customer”. In this category the photographer generally niches down, for example, to adventure couples, or elopement only. There’s also the “Unique Package/Method” photographer. They may offer a full glam session with hair and makeup on site. Or another great example is creating a package that covers the first 12 months of a baby’s life. If this is where you want to be, create your packages to be one step ahead of what your client needs. The next category is “Style” photography. This may be the photographer who has a more artistic style. The last category is “Price”. Many photographers start out here because they want to book many clients, but you can also be in the price category and be on the higher end. You don’t have to price yourself at the bottom to stand out, you can price your services on the higher end. There are more ways to differentiate yourself on the high end but you’ve got to stay ahead and offer more value to your client. Think about adding printing services to your packages and give them a great return on their investment. Jenni and Sophie advise that if you’re going to have a premium package price, you need to have a premium process for your clients to go through. A quick recap:

  1. Niche Customer
  2. Unique Package/Method
  3. Style
  4. Price

Carving out your niche

Most of Primd’s clients have set packages and are clear with what they bring to the table. Where they’ve struggled is determining how they can set themselves even further apart from other photographers. Jenni and Sophie look at testimonials to see what the clients are saying, and discover there are things the photographers do for their clients without even thinking. These are the things that set them apart, but it takes having someone else, like Primd, to hold the mirror up so to the photographers can see it for themselves. Primd takes these special touches and uses this to infuse personality and branding into the copy and website. Don’t try to be everything to everyone, because you’ll be nothing to no one. One of their clients went through this process and worried about niching down too much, but she took the leap and its paying her back ten-fold. This gives you the permission to do more of what you love and working with your favorite clients.

3 things to help you niche down today

  1. Really listen and act on what your existing customers/leads are telling you.
  2. Walk through your whole sales process from the client side. What roadblocks might they encounter along the way? Include some surprises and delights for your customers along the way.
  3. Stop looking around your market. It is okay to stop following others in your industry and look inward to differentiate yourself.

We Mentioned

Discover Your Brand Beliefs

Ella Sophie

Buena Lane (case study)

The Type A Creative Podcast

Stephanie Todaro Photography

Primd Marketing | Jenni & Sophi

About Primd Marketing

Prim'd Marketing is a marketing and brand strategy studio. We help small businesses and personal brands craft their brand strategy, messaging and content strategy. We identify what makes them stand out in their competitive landscape, who their best customers are and how best to reach them through our signature offering, The Brand Plan. The Brand Plan creates a firm foundation for a brand, from which we can build branding, web, or a social media presence.

Find and connect with Primd: Website | Instagram

Jenni Heffernan Brown
Jenni Heffernan Brown is a co-founder of Prim'd Marketing, a brand strategy studio helping entrepreneurs and small business owners create brands that look and sound like the best version of themselves. She’s also the host of The Type A Creative, a podcast for driven creatives, exploring how artists can build a thriving creative practice while also building a thriving career.

Jenni's experience ranges from global brands such as Pepsi and Taco Bell to small businesses and creative entrepreneurs. When she isn't creating a beautiful marketing and brand strategy through The Brand Plan for Prim'd clients, she’s fighting for time to write and illustrate for herself.

Sophie Davies
Sophie Davies is the co-founder and resident social media and content strategist at Prim'd Marketing.  Sophie has worked with an international portfolio of clients in the fashion industry, ranging from Lacoste and Calvin Klein to independent designers, as well as consulting with brands in the lifestyle, wedding, parenting and publishing industries on their social media marketing.

Getting started with film, Asher Gardner

Getting started with film, Asher Gardner

Shooting with film intimidates many photographers, but Asher Gardner is here today to walk you through getting started. Just like you took the time to learn digital photography, there are steps you can take to learn more about film as well.

Asher recommends lots and lots of practice before you use film with your clients. But once you learn the ins and outs, nailing that perfect film photo is very rewarding!

The Importance of Intention + Strategy Behind Your Brand Design, Kelsey Christine & Britt Hyatt of Launch Your Daydream

The Importance of Intention + Strategy Behind Your Brand Design, Kelsey Christine & Britt Hyatt of Launch Your Daydream

But does it say what you want it to? Kelsey and Britt understand that going the DIY route seems more cost and time effective when you're first starting out, but they've seen that it doesn't end up that way in the long run.

Crafting your perfect brand doesn't have to be daunting either. By working with a professional brand designer, the process should be easy and fun! In this episode, they're diving into their process for working with their clients and giving you tips along the way.

075: Another way to think about photography workshops, Raelene Schulmeister

You're running a business

When Raelene started out as a self-taught photographer, she began researching and attending photography workshops all over. The more she attended, the more she realized there was a huge piece missing from most of them.

Raelene decided that she wanted to host her own photography workshop that also included information on the business side of photography. It was this idea coupled with an Instagram DM that launched her workshop last fall. 

Find and connect with Raelene: Website | Instagram | Facebook

Another way to think about photography workshops, Raelene Schulmeister  |  Focus(ed) Podcast Ep. 075

Show Notes

Raelene's background

Raelene went to cosmetology school after high school but realized once she had kids, that the lifestyle wouldn’t work for her. Her husband ran their farm and loved what he did, and she wanted to feel the same way about her career. After spending a whole day carrying another photographer’s bag, she fell in love with photography and the rest is history.

As a self-taught photographer, Raelene knew the value that could come from learning from others. The more workshops she took the more she realized there was a hole that needed filling in the industry. Raelene wanted to share with others how she actually got to where she was as a business owner and not just as a photographer.

Getting started with workshops

Raelene’s follower count was small when she decided to start hosting her own workshops, so she had to get creative in order to promote it. She first reached out to Rocky Mountain Bride via Instagram DMs to see if they would be willing to do a collaboration with her. And they said yes! Having the magazine as a co-host for her workshop definitely opened doors for her to reach new audiences.

The first workshop

Her first workshop was this past fall. She led the event all morning and talked about the business side of marketing and growing your business. That afternoon, the rep from Rocky Mountain Bride gave the attendees information on how to get published and work with editors. Later that day, they did a styled shoot seminar and she walked them through the whole process.

From this first workshop, she now has a list for the next one, and Rocky Mountain Bride will be using the attendees’ photos to help promote the event and their work too. Many of the attendees are finding a lot of success this year and Raelene is even going with one to Vegas soon to put on a styled shoot.

Just go for it

It all started with that one little Instagram DM, but has grown exponentially. Raelene encourages other industry professionals to just go for it whenever they have an idea. The worst that can happen is a no, which isn’t technically a full rejection.

What’s next for Raelene

Another workshop is definitely something Raelene wants to do again. After her busy ‘off’ season, she is taking the time to make sure this next workshop is even better than the one before.

Advice for you

1. Just do it.
If you have the desire to teach someone what you know, you should do it. Raelene believes that you're doing yourself a disservice if you're not sharing what you know. Here is your permission to do so, even if you're just teaching one person. What you do as a photographer - giving people memories for a lifetime - matters. You've already done one hard thing by starting your business but you've impacted lives; educating other photographers can do the same thing. Raelene encourages you to just do it. Just because there are other photographers out there teaching, doesn't mean you don't have something to share. You do, so do it.

2. Break it down.
Raelene's next piece of advice comes from her mastermind leader, Nevica Vazquez. She says that you need to create action steps for each and every goal you have. Once you create a goal, you need to know what is the next step you need to take to get you there. Having those action steps allowed Raelene to put on her workshop. 

3. Find community.
She also started attending her local Tuesday's Together meetup which gave her the community of like-minded people that she needed. Her husband is very supportive, but having people who really get what you do is important as well. 

We mentioned

Nevica Vazquez
Rising Tide Society


About Raelene

I’m Raelene Schulmeister, but you can call me Rae.

I wasn’t one of those young girls who loved taking pictures and dreamed of being a photographer. Honest to goodness, I’d never even picked up a “legit” camera until I was #adulting…
 My husband and I moved back to the small town he grew up in to take care of the family farm. I saw the passion my husband had for farming and said to myself, “I want that!”
I wanted to love my “career” as much as he did.
I ended up helping a girl out who shot weddings. All I did was carry her bag for 13 HOURS! BUT, I was on fire the whoooole day. It lit me up from the inside out. I went home and told my husband that I needed to become a photographer. And I did.
That was in 2013.
Since then I've discover another passion, educating others and helping their businesses thrive.

Find and connect with Raelene: Website | Instagram | Facebook

074: Education equals growth. How to get started with Aimee Novy of Aimee Novy Photography

074: Education equals growth. How to get started with Aimee Novy of Aimee Novy Photography

Aimee Novy believes education is what sets apart the professionals from the hobbyists. Our industry is constantly changing and it can help you stay on top of the trends and stay on top of the business side of your business.

Education can come in many different ways - mentorships, online courses, in-person events, among others. In this episode, Aimee shares why she is passionate about education. 

073: Is an email funnel right for your business? Kyrsten Sherwood from Copper Kettle Co.

073: Is an email funnel right for your business? Kyrsten Sherwood from Copper Kettle Co.

Email funnels get a bad rep for being too salesy or just clogging up the inbox. But the truth is they are necessary for any business that wants to grow. You just need to know how to simplify them and do them correctly.

In this episode, Kyrsten Sherwood breaks down the scary email funnel and gives you tips for becoming consistent with your email marketing. She believes your email marketing should take priority over your Instagram game and we agree! 

072: Opt in's and upgrades and lists...oh my! Kinsey Roberts of The Opt In Shop

072: Opt in's and upgrades and lists...oh my! Kinsey Roberts of The Opt In Shop

The whole world of 'opt-ins' can be overwhelming for photographers because client relationships seem to have an end date. Kinsey Roberts is on this episode talking about all the ways a photographer can use an opt-in to grow their list and their business.

The key that Kinsey wants you to remember is to use your list to educate your readers on your industry. It doesn't have to be all about selling and promoting. Show up and be their expert on photography! 

071: Passive Income for beginners with Rosemary Watson

071: Passive Income for beginners with Rosemary Watson

The words "passive income" mean different things to everyone, but most people think it only has to do with graphic designers. On this episode, Rosemary Watson talks about being a photographer and starting her passive income streams.

She breaks it down in a way that allows you to start small and just get your toes wet. Once you create your passive income stream, it does take effort to market it and make money, but you'll be surprised just how much you can make from photos you already have. 

068: Movie it worth it? Paul & Cinnamon

068: Movie it worth it? Paul & Cinnamon

We know this has nothing to do with photographers or business (well, we do have some business questions for the founders!), but we wanted to share this with you. You can head to the theaters to recover after a long wedding weekend or an escape from the kids - and all for less than $10 a month. This is not sponsored in any way, we just want to share this great deal with you! 

If you love going to the movies like we do, OR if you hesitate going to the movies because ticket prices have gone up, then we want you to check out Movie Pass. 

067: Enneagram? What is it and why do I need it? with Lauren Simmons

067: Enneagram? What is it and why do I need it? with Lauren Simmons

You're either obsessed with personality tests or you're not. And we are. There's a new test out there called the Enneagram and we are going through all the types with Lauren Simmons today. 

No two people are think exactly alike. Whether your dealing with kids, spouses, roommates or clients, knowing others' personalities can help you understand where they are coming from and hopefully allows you to interact with each other better.

066: Same Day Video Edit on a Wedding Day with the Herrintons

066: Same Day Video Edit on a Wedding Day with the Herrintons

As photographers, Tyler & Ashley offered same day slide shows for their couples. As they transitioned to videography only, they knew they needed something to make them stand out. 

Tyler & Ashley have a system in place that allows them to create this one-minute video during the wedding day. By using their process, you, too, can surprise your couples by showing them a video from their wedding at their wedding! 

065: Podcasting: Behind the Scenes, Paul & Cinnamon

065: Podcasting: Behind the Scenes, Paul & Cinnamon

We are celebrating one year of publishing episodes on our podcast!! After making the decision to start a podcast in January of 2017, we bought our equipment and started testing it out! You can now record podcasts straight from your phone. The barrier to entry is really low, but just like with blogging, most people have the misconception that it’s harder than it is. Today we just want to talk about the things that go on off-air that go into making this podcast.

064: Photos from The Sky, Justin Gibby

064: Photos from The Sky, Justin Gibby

Drones are a newer technology for the wedding industry, but they aren't just for videographers. In this episode with Justin Gibby, we discuss how photographers can use them as well. Justin also goes over the rules and processes of owning and operating drones in your business. 

He recommends playing around with a more affordable or used one first before you take them to an event. Now that he and his wife have invested in a drone, they can offer more shots and angles to complete the story for their clients, and you can too!

061: 5 Tips for Making Your Submission Process a Breeze

Submitting your weddings to blogs doesn't have to be hard

Being published online is a great way to get your name out there as a wedding professional. Many photographers find it daunting or just forget to submit their weddings to online publications. This episode gives you 5 ways to make this easier on you so you can get recognition for your amazing work. 

 Submitting Your Weddings Online Doesn't Have to be Hard | Focus(ed) Podcast 061

Show Notes

1. Outsource your submissions

If you don’t have the time, but you want to get your weddings out there, there are people who will do this for you. 

2. Everything that comes down how you shoot

Do you have a good mix of images to submit? If you only shoot wide angles or detail shots, you might not have the right images to tell a full story. They typically ask for 70-100 images that can tell the whole story of the day. As you go about the wedding day, think about each shot you take and run it by this question - “is this shot publishable?” Go read wedding blogs and study the photos they publish so you can start getting similar shots.

3. Follow their rules

Each blog will have a list of things they want or need from you. Don’t frustrate the editor by not following the directions. They don’t have the time to email with you back and forth. They’ll love you if you follow their rules. An option would be to use Two Bright Lights to submit your photos because they will help make sure you have all you need. Another one is Matchology.

4. Mark your images from the get-go

When you are first culling the photos, mark the ones that you want to put on your blog or submit. This will save you time in the long run. Submit images both in landscape and vertical to the blogs so they can properly place them on the site.

5. Have a system in place

Submitting your photos will be harder if you don’t have a system in place that reminds you to submit them. You need to add submitting photos to your list for every wedding and shoot. Getting published is huge for your business, and the more your submit, the more likely you’ll get picked up. If you don’t submit any, you’ll never get published.

Two Bright Lights

This site is very helpful in that you can upload the whole submission once, and then start submitting it to your desired sites. If you get a no, you don’t have to re-do anything, just send it off to the next publisher.

Links we mentioned

Episode 20

Two Bright Lights

Aisle Society: Matchology

060: Creating a Client Experience that Matches Your Brand, Amanda from Carrylove Design

Your client experience is more than just a gift for your clients

There is a lot more to a great client experience than just a thank you gift. Everything from your website to your first email response sets the tone for how your clients view your brand. 

And speaking of branding, don't spend all of your time picking brand colors; you should spend time designing how you want you brand to be known. Amanda is no stranger to creating amazing client experiences and she believes it all starts out with a well thought-out brand.

Find and connect with Amanda: Website | Instagram | The Brand Vault

 Your client experience is more than just a gift for your clients  |  Focus(ed) Podcast 060

Show Notes

Amanda's background

Amanda went to college for graphic design. She then worked for Shell Oil and began climbing the corporate ladder. This started as side biz for her and grew into an Etsy shop. When Amanda found out she was pregnant with her daughter, she decided to invest and grow her business. She didn’t want to leave daughter at daycare all day. Amanda was able to replace her salary within 6 months.

Niching down your target market

Amanda joined the Rising Tide Society and began expanding her network. She quickly realized most of her clients were wedding professionals - especially wedding photographers. She decided that since these were her favorite clients to work with, she would begin working solely with wedding industry professionals. Niching down to mainly photographers has been huge for her business. It happened more organically and Amanda likes to call it a happy-accident.

What really determines your brand

Your brand is not just your logo and colors. It is the way you make people feel. What personality would your business have if it walked into a room? What would other people say about your business? What do you want them to say? Think about your business values and your why. How does that fit into your messaging and branding?

Matching your brand with your client experience (and which comes first)

Determining your brand comes first. Write down a few adjectives to that you want your brand to emote. You can use these words to help determine your client experience and guide your processes. How do you want people to think and feel about you and your brand? Put yourself in your clients’ shoes and ask yourself how you want to be treated. Hint: your client experience isn’t just about a gift. Don’t give gifts just to give them. If it doesn’t enhance your brand or your client, then it could be hurting your client experience.

What makes a great client experience?

Anytime you interact with them, you are participating in the client experience. From the first response to their inquiry the tone will be set for the rest of the relationship. Again, this goes back to putting yourself in their shoes. Add some personality to your emails, even if they are auto-responses! But remember personalization is better than automation. What are little things you’ve experienced from other businesses that have stood out to you and made an impression? Give your clients something unexpected and it will be what will set you apart from your competitors. 

Remain consistent

If you say you are going to do something, do it. Don't let there be a disconnect between your words and your actions. Again, this could be something that hurts your client experience rather than enhancing it. 

Your brand grows as you grow

When you're first starting out, you may not have systems and steps in place to ensure you have great client experience. But as your business grows, don't overlook areas you can grow for your clients as well. Don't let your clients fall behind while you're growing. Continue to build your foundation as your business grows. And it is okay to change things up as you continue moving forward. 

Make your client experience better today

  1. Think about the experience you want your client to have - your 5 adjectives for your brand. 
  2. Don't focus just on gifts - think through your systems and communication as well. 
  3. Put yourself in their shoes - what would be important to you?
  4. Be responsive and personable - set the expectations from the beginning.

Three Apps or Software Recommendations




Find and connect with Amanda: Website | Instagram | The Brand Vault

059: Attending in person events as an introvert

It is okay for you to need time alone at an event

There are so many misnomers about being an introvert, but the fact is, it can be hard for introverts to attend in-person events. Large conferences and smaller workshops have their pros and cons. Every introvert will deal with each type of event in their own way. 

The key is to be aware of the pros and cons of each one and be prepared before you attend. This means scheduling some alone time and possibly taking a battle buddy with you. 

 It is okay for you to need time alone at an event | Focus(ed) Podcast 059

Show Notes

Introvert Misnomers

  • Introverts can just 'break out of their shell' - never, ever say that to someone. 
  • Introverts hate leaving their house.
  • Introverts are anti-social and dislike people.
  • Introverts are quiet.

It is all based on energy and where you get that energy from. Introverts receive energy by being alone and having time to think through things. Extroverts get their energy from parties and people. And the opposite can be said of what drains introverts and extroverts. There is no right or wrong, there just is. Not sure if you're an introvert or extrovert? Head to to find out! 

Type of event

Large conferences, like WPPI, have lots of people and possible classes that may allow you to hide in the crowd and do your own thing. Smaller workshops that have 12-15 people will require you to participate with those people and typically won’t have any alone time planned. If you’re attending a styled shoot with other photographers, be aware that you will have to speak up in order to get your shots too. Overstimulation can drain introverts, even if they seem like they’re having a great time. Just because it is draining doesn’t mean that it was bad or that it was a waste of time.

Have someone to go with you

Going by yourself to any event will also heighten the level of anxiety for introverts. Find a battle buddy (Paul - your battle buddy is someone who goes with you to everything and you’ve got each other’s back) to go with you to these events. When Paul went with Cinnamon to WPPI it not only gave him perspective on what Cinnamon did, but it gave her someone to connect with throughout the day. Having a battle buddy also allows you to talk about what you’re learning and debrief throughout the day.

Schedule time during or after to recharge

Make sure that you give priority to your needs. If you need to book your own room, do it. The extra cost will be worth it for you each day as you had personal time the night before. There is nothing wrong with you needing time at a conference or workshop to be alone.