Episode Transcript
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Speaker 1 (00:01):
Welcome to Mindset
and Money Mastery for
Photographers the podcast.
We help overwhelmedphotographers make more money
while simplifying their businessby mastering their you guessed
it mindset and money.
Tune in each week for practicaland actionable tips to take
your photography business up anotch.
Let's dive right in.
Speaker 2 (00:22):
Hey guys, I am super
excited to pop in today and talk
to you about something that noone wants to talk about.
Well, I don't know if anyonewants to talk about this, but
we're going to talk about it,and the word today we're going
to talk about is change changein your business and
specifically, changing yourpricing, cause this is one of
those topics that really is notfun to deal with and is scary,
(00:42):
and is something that you mightbe sitting there thinking I know
I need to change, but I don'tknow how to do it.
I don't know where to turn, Idon't know what's next.
So I'm going to encourage youthat, if you're sitting right
here and you feel like you needto change your pricing or
anything in your business, diveinto this episode, follow the
steps I'm going to share withyou, take it and morph it to
whatever topic it is that youknow you need to change in your
business and really decide thatyou're going to change.
(01:05):
So, before I even start talkingmore, is there anything burning
in the back of your head thatyou know you need to change,
other than your pricing?
Even?
Maybe it's your pricing method,maybe it's you need to raise
your prices, maybe it's.
You need to change yourmarketing strategy.
Maybe you need to change yourwebsite.
Maybe you need to finallychange the genre that you've
been shooting, because you'relike this is no longer serving
(01:28):
me.
What is the thing, or what arethe things that you feel like
you need to change?
Or maybe you feel like you needto change everything in your
business.
Okay, what is that thing?
Say it out loud.
I know I can't hear you, butwe're going to present like I
can Say it out loud, get it offyour chest, because I think
sometimes we just need to saythe thing.
I need to finally do this thing.
Say it out loud.
Say it to somebody you love,say it to your friend, say it to
(01:48):
your partner, whoever it mightbe.
How does it feel to get thatoff your chest?
Probably pretty good.
Send me a message on socialmedia and tell me what that
change is that you know youfinally need to make, because
I'm curious.
Now my second question for youis what if you made this change?
How could your life look?
How would that impact your lifeas a person Not just your
(02:10):
business, but you.
That's important to consider.
Would it change your financialsituation?
Would it get you more clients,therefore also change your
financial situation.
Would it finally feel better?
Because you are dreadingshooting another wedding and if
you have to show up at anotherwedding, you are going to
literally poke your eyeballs outand you know that you need to
let those go and you need toswitch to portraits full-time.
Is it ditching the full-timejob and finally going into your
(02:34):
portrait business a hundredpercent?
If you made those changes, whatchange would it make in your
life?
How could your life lookdifferently?
Would it impact not only yourlife, but your family's life?
Maybe it would give youfinancial freedom to pay off
some debt, go on a vacation, buya house, put a pool in your
backyard.
Would it impact your community?
How would it impact yourcommunity?
Would you be able to give backin ways that you never dreamt
(02:54):
were possible?
Would you be able to support acause or give freely with your
money?
How would that change thingsfor you?
I'm going to challenge you totake some time and sit with that
this week and really considerwhat difference making this
change will make, because asyou're going into change, you're
going to be faced with fears,and when those fears hit you,
you need to remember why you'redoing this.
If you're sick and tired ofsitting there at the end of the
(03:16):
year and thinking, where has allmy money gone?
I've been working so hard, Idon't even know why I'm doing
this anymore then you know youneed to raise your prices.
You know you need to make apivot in your pricing method or
your pricing system and you knowthat if you make that pivot,
that you're going to have somefinancial freedom to do things
that you've always wanted to do,you're going to be able to
contribute like you've alwayswanted to contribute.
(03:38):
And unless you face that fearand commit to making that change
, those things aren't going tohappen.
You have to know why you'redoing this and the bigger
purpose of it, because when youhit with that fear of if I raise
my prices, I'm going to loseall my clients.
Or maybe selling products isgoing to feel like salesy and
high pressure.
My clients don't want products.
(03:59):
Or maybe, if you're feelinglike my clients want the digital
files, if I take them away frommy packages, no one's going to
book.
What if this change messes upmy entire business and it comes
crumbling down?
Or maybe you're even thinkingselling wall art takes way too
much time and I can't do it.
Whatever those fears are, whenthey rise up inside of you, you
have to go back to the purposeand the reason of why you're
(04:19):
doing this, because if you don'tmake the change, you can't stay
in business because you can'tafford to pay yourself and
you're not making any money.
And it goes back to that.
From a practical level.
That's what we need to hear.
That's like the good old kickin the butt.
You need to hear this.
But on an emotional level, it'snot that easy, because we
genuinely believe that if weraise our prices or make that
change that we know we need tomake, we are going to lose all
(04:41):
of our clients, and that isterrifying.
But is that true?
If you make this change, all ofthese fears that are popping
into your head, are theyactually true?
Are you actually going to loseall your clients?
Are your clients going to befurious because they just want
digitals?
Is your business really goingto come crumbling down?
Is it really going to take youthat much more time?
I'm going to tell you thatthese stories you're telling
yourself are not actually true.
(05:01):
Most of the time, there'sstories that our head makes up
in order to protect us from theunknown.
It's like if we go walkingthrough the jungle at night.
Our brain is going to say thisis scary, there could be a
cheetah in the jungle that iswaiting to pounce on you.
We don't even know that there'sa cheetah out there, but our
brain is hardwired to protect usfrom something and our brain is
(05:22):
like sending all of thesethings.
What if there's this?
What if there's that?
What if there's a snake?
What if there's a spider?
There could be none of thosethings.
You could actually be perfectlysafe and if you took the time
to consider that the changeyou're making or the scary thing
you're doing actually isn'tgoing to result in the end of
the world like you think it'sgoing to to, because these
stories you're telling yourselfit'll make the process a lot
(05:43):
easier.
We need to acknowledge when wehave these scary thoughts and we
need to take those thoughts andwe need to turn them upside
down and we need to rewrite theminto a new positive story.
If your thought is, if I raisemy prices, I'm going to lose all
my clients, your new story isgoing to be my clients love and
appreciate me and will beexcited to pay me my worth.
They know that I am worth more.
If your story is that myclients just want digitals, they
(06:03):
don't want products, your newstory needs to be my clients
love the idea of printing theirproducts and they love the idea
of me guiding them and helpingthem select products for their
home.
We have to acknowledge thosethoughts, we have to flip them
upside down and we have to payattention to when those creep
into the back of our head, andwe have to stop ourselves from
acknowledging those negativethoughts.
We have to rewrite our storyand we have to force ourselves
(06:25):
to start to believe the positive.
I know this sounds woo woo guys,I get it, but if this is the
number one thing that I canremind you of in your business
is that you're going to be facedwith uncomfortable situations
where you're going to look fearin the face and decide whether
to run away or to face it, andthe only way to face fear is to
decide that it's not scary, thatthat's not actually a scary
(06:47):
thing, and this is all rooted inpsychology and where our brains
work, and in my book, theUnicorn, I talk about this.
I talk about the reason and thepsychology and the logic why
this works.
This isn't just the woo-woothat you might think it is.
This is sound, science-basedstuff, guys, that we have and we
can use to our advantage.
(07:08):
We rewrite those stories, werepeat them to ourselves, we
repeat them over and over againuntil our brain begins to
believe that they're actuallyreal.
And then we go tackle ourbusiness and when those new
stories creep up, when those newfears creep up, we have to
smack them in the face and sayget out of here, I'm not afraid
of you, I can handle this,because that is not true.
It's like I like to say, it'skind of like the little devil
(07:28):
sitting on your shoulder.
It's like you can't do this.
Nanny, nanny, boo-boo, thisisn't good, right?
It's like the little devilsitting on your shoulder that's
talking smack to you and forsome reason, you're deciding to
listen to the little devil onyour shoulder that's talking
smack, instead of kicking hisbutt away and saying go, I don't
want you anymore.
You're choosing to listen tothat side and I get it.
(07:50):
These stories and these fearsmight sound really, really real
right now, but 99.9% of the timethese stories are just made up,
figments of what we think webelieve to protect ourselves.
So once you go through thatprocess, then it's time to
tackle the business side ofthings how to make these changes
and today we're going to talkabout how to make these changes
(08:10):
in your pricing and somemistakes that you might be
making along the way and thesereally can be morphed into any
topic or anything.
You know you need to change.
The first mistake I see peoplemaking as they go to make a big
change is doing what everyoneelse is doing Pricing based on
what they see everyone elsepricing.
You know you need to raise yourprices.
You know you need to make achange.
So what do you do?
You go, google all yourcompetitors.
(08:31):
You see what they're chargingand you charge the same thing as
them.
Once upon a time in my ownbusiness I had a friend.
Her name was Megan and she wasa photographer friend of mine
here locally, and I was venting.
I was like Megan, I just can'tseem to book weddings.
And she said what's yourpricing like?
And I said, well, it's likeeveryone else's, like my
(08:52):
packages are around like 3,500starting and they go from there.
And she said to me Corinda,that's the problem.
You're priced like everyoneelse.
Raise your prices, be higherthan everyone else and see what
happens, and I will tell youwhat.
I raised all my prices so itwas like $500 more than everyone
else starting out Made all thedifference.
Pricing based on what everyoneelse is doing doesn't always
(09:13):
work.
Number one from a psychologystandpoint, and I get into a
whole thing about why pricingyourself higher than everyone
else is sometimes a good thing.
But this is not this episodeand I do not want to get too far
off track today, but I call itthe pricing bubble.
It's something I also talkabout in my book as well.
So the book is good.
Y'all should go grab it.
Just because someone else isdoing it doesn't mean that it's
working for them.
(09:33):
It doesn't mean that it'sworking for them.
It doesn't mean that it'smaking them money.
It doesn't mean that it'sprofitable.
It doesn't mean that they evenhave clients.
A lot of times we see peopledoing stuff that looks
successful and profitable andall these things, but we don't
actually know if it is so.
Pricing based on what everyoneelse is doing doesn't always
work.
But the other thing is that youare not them.
You don't understand whythey're pricing that way.
(09:53):
It doesn't make sense logicallyto you because you haven't
built the pricing.
What I want you to reallyconsider is to take the time to
learn and understand pricing andto build your pricing in a way
that looks and feels good to you.
That is something that's superimportant to me.
I will never, ever tell mycoaching clients all of you need
to price this one way.
Instead, I give my coachingclients the tools to make the
(10:20):
best decision for themselves,because this is not a
one-size-fits-all thing.
This is complicated, and eachand every one of my coaching
clients my hundreds of coachingclients over the years they all
have slightly differentbusinesses and slightly
different.
They're slightly differentpeople.
Their session fees are all alittle bit different.
Their print products are all alittle bit different.
Their albums are all a littlebit different.
Because they're different andthey feel confident in their
pricing and it feels good tothem and it's easy for them to
(10:41):
sell because they have built itthemselves and they understand
it and there's logic and reasonbehind it.
If someone just says, hey, I'mgoing to fasten you to this
harness and I want you to jumpoff this cliff, you're going to
be like is the harness going towork?
What's what is going to happen?
What if I slam into the wall?
What if I blah, blah, blah,blah, right.
(11:02):
But if you learn how theapparatus works that fastens you
in the harness, that hangs youover the cliff, and you
understand the physics of it andyou understand that there's no
possible way for you to hit thewall, and you understand that
there's all these safeguards inplace so that way you can't fall
, you're going to feel safe andconfident going into it and
(11:22):
you're going to be like let's godo this, let's go jump off the
cliff because I know I'm safe, Iunderstand how this was built,
I understand how it works and Iunderstand the physics of it.
Your business is the same way.
Understand something before youput it into your business.
The second mistake I see peoplemaking is waiting too long to
talk about pricing in theirbusiness with their potential
clients.
Really waiting too long to talkabout any new process they do
(11:44):
in their business.
Right, you put something newinto your business.
You're a little bit scared ofit, you're concerned about it
and you're like I just Ishouldn't really talk about it.
It's easier just to ignore itand just put it off to the last
minute, because I'm afraid if Italk about it I'm going to scare
someone off.
So, instead of being upfrontabout it and clear and concise
about the thing.
You put it off, you don't talkabout it, or maybe you whisper
(12:05):
it underneath your breath.
Once when you make changes oryou're doing something new.
I'm going to encourage you toshout it from the rooftops, to
share what you're doing, to talkabout it, to educate, to
provide value with what you'redoing.
When it comes to pricing in ourproducts and things like that,
if that's the pivot you'relooking to make or the change
you're looking to make, you haveto start to talk about products
and pricing from day one,actually from day negative 10,
(12:28):
day negative a year.
Before you start talking aboutthese things in your marketing,
when your client first contactsyou, you talk about your pricing
in a clear, concise, confidentway.
It matters the way you portrayit, it matters the way you speak
about it.
It matters the way that youhandle your pricing in your
conversations with your clientsand you repeat it and you talk
about it and you talk about itsome more and you give your
(12:48):
clients a chance to askquestions.
Don't wait too long to talkabout the thing, because
inevitably that will put you ina bad situation where your
clients don't know and yourclients say to you.
I didn't know this, I didn'texpect this, you didn't tell me
this and that falls on you.
You have to repeat things overand over again.
There's a little rule I like touse in my business.
(13:10):
It's the rule of eight, and Ilike to say in order for a
client to understand something,you have to talk about it at
least eight times.
But in all reality in recentyears it's more like 15 times,
because if you say something oryou portray some information to
a client 15 times, they mighthear it eight times.
So we kind of have to over killhere.
You have to be repetitive, youhave to repeat it in different
(13:30):
ways.
You have to understand thatpeople learn in different ways,
people uptake information indifferent ways and we have to
really harp in on the things wewant our clients to know.
If you are feeling like yourclients don't know what's
happening, or maybe you'reselling products right now and
you feel like, oh, this reallyhit home, corinda, I have
clients that are saying I didn'tknow what to expect, it's
because you're not harping in onit enough.
You being in on it enough youdon't have a system that touches
(13:58):
all the points is like what Ilike to say you have to have all
these touch points for the saleto get them to that place, so
that way at the end they'reready and prepared to invest and
you don't feel like you'reselling them anything.
The third mistake I see peoplemaking is overcomplicating
things, offering too many thingsor just in anything you're
doing in your marketing and yoursocial media and in your
website, in your pricing, inyour product offerings, in your
session fees.
Offering too many offerings,too many pricing options, too
(14:20):
many products.
You might have all of thesedifferent size options.
You might have five differentwaller options.
You have canvas, you have metal, you have acrylic, you have
prints, you have framed, youhave unframed, you have this,
you have that.
All the frames have differentprices.
All of this that that you havea hundred different size
categories.
Don't overcomplicate it.
Keep things simple.
First of all, keeping thingssimple is important for your own
(14:41):
sanity and for your client'sunderstanding.
I was actually getting readythis morning and I had this like
a bit of epiphany of like.
I made a change in my offeringsrecently and the change in my
offerings that I made isn'treally that much more
complicated, but it is a littlebit more complicated and I've
noticed in my clients that theyare feeling a little bit more
(15:02):
confused in my offerings and Ithought to myself this morning
Ooh, this is my sign that Iovercomplicated things.
I might've just pushed that bara little bit too far and I need
to pull back, simplify a littlebit again and really figure out
what I did there that causedthis slight confusion with my
clients.
It's really easy to have thingsworking for a while and then
(15:23):
you're like, oh, I'm going to dothis one change and then all of
a sudden you're likeoverwhelmed yourself or your
clients.
So really I want you to thinkabout this.
It should be simple for you tobuild and create and simple for
your clients to understand.
If you can have one session feethat kind of fits everything, go
for it.
Don't feel like you have tohave a bunch of session fees.
If you can have one productoffering, one wall art offering,
(15:43):
go for it.
Don't have more than three.
Three is my like, don't do it,but one to three max.
If you can have one type ofalbum, do it.
You don't need complicatedoptions.
You don't need to give options.
You are the guide here.
You guide your client to whereyou think they need to be.
You make recommendations, butwe don't need to have like oh,
if you want to upgrade toleather, it's $150.
(16:04):
If you want this, it's thismuch more.
And if you want this, it's thismuch more.
No, here is what I offer.
Here's the price for it.
This will work perfectly foryou.
Simplify things, make them easyfor you to understand and build
and make them easy for yourclients.
The minute you startovercomplicating and your
clients start asking questions,you know that you have
overcomplicated.
If your client's like so what'sthe difference between this and
(16:24):
this?
That's your big red flag.
Mistake number four is about nothaving a repeatable process.
You need to think about asyou're making a pivot and as
you're making a change.
Can I put this into my businessand can it be a process that I
repeat over and over and overagain?
And how do I build the systemto make it repeatable?
How do I get the same resultsevery time, or near the same
(16:46):
results every time?
Right now, you might be justlike throwing things here and
there, seeing what sticks.
You're doing it this way onetime, the next day.
You're doing it this way.
You're typing this email onetime and then the next email.
You're typing it totallydifferent and it's just like
this wishy-washy here, there,everywhere, kind of thing.
You have to make a process and aplan and a system.
This is what makes changesuccessful.
(17:07):
This is what makes it testablein a way, too, because you can
make a plan, you can make asystem, you can make a process
and you can try it five or sixtimes the same way, and then you
can say what tweak can I maketo make this better?
And you can make one littletweak and see how that affects
the big picture, and you can doit in a way that results in a
really amazing end result,because you've been able to
(17:30):
systematically tweak and testand see what works and make it
better as you go, whereas whenyou don't have a repeatable
process, that's not going tohappen.
I hope that these four rules, orthese four mistakes, I should
say, if you take the thing thatyou know you need to change, you
ask yourself about that thing.
You say what change would thismake in my life?
What change could this make inmy community?
(17:52):
What change could this make inmy business?
What is the bigger picture?
What am I really working forhere?
What if that change that youmade could double, triple or
even 10x your income.
Really, what difference wouldthat make?
What if your $350 clientsbecame $3,500 clients or $7,000
clients?
What changed with that make inyour life?
(18:14):
I have one coaching client andwhen she came to me her clients
were spending $350.
They were getting all theirdigitals and now her average
sale is like $7,500.
That's insane.
What kind of difference do youthink that made in her life?
Let's consider shooting fourclients a month at $7,500 an
average.
What would that be like for you?
(18:34):
Can you imagine?
That is so cool.
Let's even consider just threeclients a month at $5,000 a
piece, or maybe even $2,500 apiece.
What change would that make foryou and your business?
It would make a big change Formost people.
That's life-changing type stuff, right there.
Remember the impact that it canmake.
Remember that you're going tobe faced with fears and
(18:55):
uncomfortable situations andwhen you're faced with those
situations, you're going to haveto decide what you're going to
do with them.
And you're going to have todecide to face them head on or
to completely scream and runaway when the big monster looks
at you in the face and says,like your clients are all going
to hate you if you do this oryour business is going to come
crumbling down.
You have the chance to lookthat monster in the face and say
no, it's not, my clients aregoing to love this.
(19:17):
I'm going to book more clientsbecause this new service I'm
providing.
You have the opportunity tokick the devil off your shoulder
and be like go away, I'm notlistening to you.
That is your choice and you getto decide how you deal with
those scary thoughts.
You get to decide if youentertain them in your head or
if you decide to change them andmake them different thoughts,
(19:40):
to make them positive thoughts,to change your mindset around
these things.
And then you get to dive in toyour business.
You get to learn things on adeeper level and build them
yourself so that you'reconfident in them.
Now I'll be honest building themyourself sometimes takes help.
Sometimes it's not as easy asjust going and listening to a
bunch of podcast episodes orreading a book.
Right, you have to actuallysometimes have some help and
some guidance and support,because sometimes you need a
(20:01):
cheerleader there or somebody tokick you in the butt when you
need it or somebody to say hey,you should really try this.
So I'm not saying you have togo at it alone, but I am saying
you need to work onunderstanding it.
So that way you're building itand you're creating it but that
could be with support Thenyou're going to have to make
sure that, whatever this changes, that you are making sure that
you tackle it head on with yourclients and you're not afraid to
(20:21):
talk about it.
So if you're new to sellingproducts or offering products or
you're changing your offerings,don't be afraid to talk about
it and talk about it a lot soyour clients understand it.
Educate them well, do your jobat teaching them what they need
to know.
Then I want you to make sureyou keep things simple, right.
Don't overcomplicate, don'toffer too many products, don't
have too many offerings, don'thave too many session fee
(20:42):
options.
Keep things simple.
And, lastly, I want you to makesure that you create a
repeatable process that you canuse over and over and over again
with your clients Time and timeagain.
You can come back to it, youcan repeat it, you can tweak it
as you go, see what works, seewhat doesn't work, and have
amazing results in the end foryou.
This is the basis of what Ihelp people do.
This is the basis of what Iteach people.
(21:03):
This is the basis of theconversations I have with
photographers all the freakingtime.
I can't even tell you how manytimes I've spent time on
coaching calls that people havepaid me to be on and I've given
them the same advice Stop doingwhat everyone else is doing.
Talk more about your productsand your offerings.
You have too many dang options.
People are confused.
I'm confused.
Looking at your price list andcreate a process you can feel
(21:23):
confident about and you canrepeat.
I say these things time andtime again.
This episode was really me justdishing and sharing those things
that I think are so importantand, honestly, if you're in a
place where you want theguidance and you want the help
to do this, to create the change, and if your change right now
is changing your pricing,raising your pricing, offering
products, selling more products,then reach out to me, get in
(21:45):
touch with me, because we havean amazing program right now.
That is just what you need.
We have taken two of oursignature programs our five
steps to all art program and ouryear magic year and combine
them into this amazing, magicalprogram where we are going to
walk alongside you for the nextyear going through your business
, helping you start selling morewall art, implementing your new
pricing, learning how to makethat new pricing, learning how
(22:06):
to make the system, learning howto keep it simple and also
knowing how to talk aboutpricing in a way that feels good
.
I absolutely love it when mynew coaching clients come in and
they're like Karinda.
I talked to a client for thefirst time about pricing and it
was so amazing, like the toolsyou gave me to have.
That conversation felt so goodand so organic and just like a
(22:27):
conversation Didn't feel sleazyor weird or any weird feelings,
and the client didn't either.
And those are the things I wantyou to have.
I want to teach you the systemthat I use in my own business
for hundreds of portrait clientsa year to take them through the
journey to buy wall art and doit in a way that feels good for
both them and me and also paysme well right, because that's
(22:48):
what matters.
I need to make money in mybusiness, because if I don't
make money and I can't paymyself, it's just a really
expensive hobby and for some ofyou listening, that might be it.
For you right now it might feellike an expensive hobby.
And that's not to say that Ihaven't been there, because I
have been there.
I was there for the first lotof years of my business.
It was a lot of years before Ipaid myself.
There were a lot of years whenI sat there and looked at my
(23:09):
bank account and said where'sall my money gone?
But that's not this caseanymore.
Now I finally am able to paymyself.
Now I'm finally able to do thething, and I want you all to be
able to do the same and, trustme, if I can do this, each and
every one of you are capable ofdoing this because, look, I am
not perfect.
I am a mess sometimes.
I am trying to keep it togetherwith a four-year-old child and
a husband and staff and keepeverything running and just
(23:32):
doing my best.
The thing is is that sometimespeople, like I think, see people
online that are doing the thingand having successful
businesses and they think tothemselves like but I can't do
that, I don't have them together, like she does, and I am
vulnerable and I'm going to behonest with you, I don't always
have it together.
I'm doing my best and I knoweach and every one of you are
too With the right tools andwith the right knowledge, though
, you can do it.
(23:52):
You have to have the rightknowledge and the right
understanding.
If any of the things we talkedabout today really struck a
chord with you, I want you toreach out to me on social media
at Master your Mind Money, orsend me an email at members at
corindakcom.
Shoot me an email, send me amessage on social media.
Let's connect.
I wanna talk to you more.
I want to see how I can helpyou on this journey, even if
(24:13):
it's just giving you a lovingkick in the butt that you need
today, or whatever it might be.
I cannot wait to connect andhear more about you and hear
what big changes you're lookingto make and hopefully be there
to guide you along on thatjourney.
Speaker 1 (24:25):
Thank you so much for
listening.
If you enjoyed this episode andyou'd like to support the
podcast, please make sure youshare it on social media or
leave a rating and review.
As always, you can check outthe links and resources in the
show notes over atmasteryourmindmoneycom.
To catch all the latest from me, you can follow me on Instagram
at masteryourmindmoney anddon't forget to join our free
(24:45):
Facebook group PhotographyBusiness.
Tune Up with Corinda Kay.
Thanks again and I'll see younext time.