Unapologetically Running A Home Photography Business — Sarah Soliz

Intro:

I’m an award-winning portrait photographer specializing in fine art portraits and personal branding. I live in the Austin Metro area of central Texas. I make a killer salsa with peppers that I grow myself. It’s the perfect balance of heat and flavor.

I like how you pack “award-winning photographer” and your homemade salsa into the same paragraph. It shows how multi-talented you are. Can you tell us how you first got started with photography and what you do now?

My first real introduction to photography was working on my high school yearbook. Not to age myself, but digital cameras weren’t a thing yet so I learned all about film cameras and how to develop film in a dark room. I still have my first Canon film camera that I got my senior year in high school.

For many years, I was strictly a hobbyist photographer. I’ve had my share of small digital point & shoot cameras and it’s really amazing what you can create with those.

It wasn’t until about 5 years ago that I started to consider photography as a full-time gig. Now, I’m a full-time professional photographer, running my own business, and I don’t think I could ever stop doing this. I love it so much.

Now, I’m a full-time professional photographer, running my own business, and I don’t think I could ever stop doing this. I love it so much.

I like how you first learned about photography in high school. I, on the other hand, admired the high school photographers but didn’t realize how you could take the class until I was in my senior year and it was already too late. Luckily in college and grad school I realized how photography could be accessible to me. Working as a professional photographer is not the first thing that you’ve done. Can you tell us how you came to work as a photographer and how your other skills transfer to what you do now?

For a very long time I had dreams of being a writer. I know that my writing skills aren’t where they need to be in order to be the kind of writer that I want to be. I hold writers to the highest of standards because I love and respect the craft so very much.

Nevertheless, I’ve had jobs that were writing focused. I used to be the obituary writer for The Austin American-Statesman. It was really more copyediting than writing but that was MY section of the newspaper. I also had an ongoing side hustle as a copywriter for many, many years. The last job I had working for someone else was in business finance writing marketing materials.

When I became pregnant with my second (and last) child, I was laid off from the marketing job. I couldn’t get a job anywhere that was going to give me maternity leave. My only option was to work for 3 or 4 months and then take an unpaid hiatus to give birth to my child.

I was so infuriated by how poorly employees are protected in the state of Texas that I decided to give myself another option. I started my own business.

Hold tight, this is going somewhere important, I promise.

I had to do something that didn’t require a huge amount of money to start up (oh yeah, baby on the way) and something that also involved creativity. So, I started a baby and toddler t-shirt line called Riot Baby Clothing. The shirts and onesies had simple graphics and funny little phrases like, “My Mom Can Beat Up Your Dad” and “I’m Just a Little Goth”. I learned how to screenprint and cure ink all by hand. I set up a small work area in my house and sold t-shirts at flea markets on the weekend. I learned how to truly run a business — register a company name, pay sales tax, set up wholesale purchasing accounts, budgeting, and marketing.

I learned how to truly run a business — register a company name, pay sales tax, set up wholesale purchasing accounts, budgeting, and marketing.

It was pretty successful for a teeny tiny operation. People loved my shirts so much that I got requests to make adult sizes, so I added those to my product line. Lots of lessons learned during that time especially regarding inventory. During that time I got my first real (not point and shoot) digital camera. It was definitely a prosumer camera, which for those who don’t know what that means, it’s just one step under a professional grade camera.

I bought it so I could take quality photos of my t-shirts for social media and my website. I grew that business as much as I possibly could before it was ready for the next level. I would have needed to invest about $10,000 to take it to that next level.

Now, I’m not a graphic designer so it didn’t make sense for me to invest so much money into something I wasn’t crazy passionate about. It was fun and I learned so much about myself.

I learned that I am really capable of doing anything I set my mind to and that my time is valuable.

I learned that I am really capable of doing anything I set my mind to and that my time is valuable. I started getting more and more interested in making photography a career, but I knew I needed to learn more. I took two classes at the Austin School of Photography and shortly after that I joined Sue Bryce Education . I learned the photography skills I needed from ASOP and the business acumen from SBE.

I have been so focused on building my business that I’ve had this feeling or rather a longing to fulfill my artistic side. The portraiture I create is a piece of art, absolutely. However, creating art that is purely for my expression with no restrictions or parameters is something I’ve been missing.

So, this weird-ass time of Coronavirus has given me a forced break from the biz and has allowed me to pursue some fine art endeavors. I aim to create a book of fine art photography combined with some of my creative writing. See, this all came full circle. I promised this would all make sense.

I’m so glad that you took us full-circle with your answer. I read a statistic somewhere that upwards of 90% of photographers are sole proprietors. That means that in order to succeed, you have to be good at other things too. What I personally am so thankful for is all the hardships I’ve experienced in the past. Like your experience of getting laid off when you’re 5–6 months pregnant and not being able to find other employment, which all sounds so horrific, that hard place put you on the road to what you’re doing now. And that’s ultimately led to your fine art projects. Your Do you want to share with us your fine art project that you have in mind? fine art photography is absolutely beautiful and I really like the fiction that you write. I can’t wait to see your book when it’s ready.

The book will likely be symbolic images of struggles that I’ve gone through and feelings that I’ve grappled with in this complex and crazy life. The writings will be short stories or even 1–2 sentences, that will fit on a single page. They’re not intended to explain the images but rather to support them and vice versa.

I want the images and prose to connect but to also be strong enough to stand alone. That’s the goal anyway!

Oh, that resonates with me so much! In my own path as a branding and marketing strategist, I first dug into dozens of books and a few courses on digital marketing. But after a while, I felt satiated. So for the past 6 months, I’ve been reading up on creativity. It feels pretty amazing when lighting strikes and you come up with a unique spin that’s only yours. When you first started your home photography business, how did you get those first clients?

As I really dive into this project, I’m sure I’ll hit on a more specific theme or idea. I like to plan but I also love it when lightning strikes and the result is so much more than you could have imagined. I try to leave myself open to the creative process without too many restrictions in the planning phase. I’m very hopeful that when it’s completed, it really resonates with people.

I like to plan but I also love it when lightning strikes and the result is so much more than you could have imagined.

In my first official year in business I didn’t do any marketing other than creating my website and posting to social media. I would ask friends to come in for complimentary sessions so that I could practice posing and lighting setups. I would give them 2 or 3 printed images in exchange for giving me their time and allowing me to use their images.

That is so helpful to know! One thing that I’ve heard is that oftentimes people will be in the right genre to work in their zone of genius, but they won’t work long enough to see the results. It’s helpful to know that you worked for a full two years on your skills before you started reaching out to others to build your portfolio. Something else that I’ve seen is that a lot of people get into photography and expect clients to call, but their work isn’t good enough. Since now with digital cameras, so many more people have access to a “good camera.” So independent photographers have to be even better to stand above the noise in the market. That’s so smart that you focused intensely on learning how to use your camera and lights and how to pose people. You’ve been sharing photos on social media of your Tattoo Lady Project. Can you tell us about what you’re working on, why you decided to pursue it, and what you’ve learned along the way?

I started getting requests for headshots and family portraits very quickly after posting the first few images from those portfolio building sessions. Keep in mind, I worked on my photography skills and lighting for at least two years before I started photographing people outside of my family.

Keep in mind, I worked on my photography skills and lighting for at least two years before I started photographing people outside of my family.

The Tattooed Lady Exhibit is about creating fine art portraits for women that also showcase their tattoos. I had a limited number of available sessions for this and there will be an exhibit of all of the participants’ photos early next year.

I have lots of tattoos and I’ve spent lots of money on them. Besides the money, we spend so much time and effort coming up with an idea, researching the artist, conveying the idea to the artist, going over the design, we deserve fine art portraits of our artwork. Cell phone photos are not good enough!

Frilly and girly is not my aesthetic and I know there are loads of women out there who would like to have a beautiful, legacy portrait of themselves who don’t want to be photographed in a big, fluffy ball gown. There’s nothing wrong with that. It’s just not my style. What can I say? I was raised in a family full of boys.

So, I created a special session with special pricing to go along with The Tattooed Lady Exhibit. It was great because it gave women a reason other than themselves to have a portrait session. As women we tend to feel vain, or selfish, or frivolous, or whatever other bullshit thing we’ve been called since the beginning of time if we do something nice for ourselves.

I created a special session with special pricing to go along with The Tattooed Lady Exhibit. It was great because it gave women a reason other than themselves to have a portrait session.

That’s such a good lesson to point out. I’ve heard that the whole business model of most photographers has been killed because of the pandemic. I know that you do a lot of creative problems-solving yourself. Have you been able to think of a product you can offer as a portrait photographer in these crazy pandemic times?

I want all women to have a portrait of themselves hanging on their wall and I want them to smile each and every time they look at it.

The biggest lesson learned is you must always be prepared for a pandemic! I’m joking, but I’m not. I had almost wrapped shooting for this right when the pandemic hit. So, this has thrown a wrench in the exhibit and meeting with clients to see their images. So, yeah, be prepared for anything and everything. Photography is a wild ride.

I am a studio photographer by choice because I love how it allows me to completely control the light and I love a good canvas backdrop. I’m also not a big fan of the central Texas heat, especially in the summer. However, I want to ensure the safety of my clients and myself.

Right now, I feel like there is much less risk outside of the studio. So, I will be offering outdoor shoots this summer for the first time ever, but there’s a twist. It involves water. It involves laying in water. It does not involve being completely submerged in water. It does not involve hair and makeup. It is what all your ethereal dreams are made of and then some.

That sounds soooo creative! I know you’ve done some research into a price that is fair to both you and your clients. Can you share with us a useful pricing structure and what we should consider when pricing our own photography? I really encourage everyone to check out Sarah’s work. Also, photos of “what all your ethereal dreams are made of” ooooooohhhh! That makes my heart beat a bit faster. That’s so impressive that you can make a photo that is like what commonly only exists in our minds.

It is what all your ethereal dreams are made of and then some.

The final result is a large fine art piece to hang on your walls. People will see it and think it’s a stunning piece of art and upon closer inspection, they’ll realize it’s you! I’ll have all the details hammered out and posted to my website as well as my social media by the time this blog is published.

First and foremost, all photographers need to start valuing themselves and their work. It’s possible to be a full-time photographer as long as you’re priced for sustainability. Shooting for two hours outdoors, giving your client 100 digital images all for $50 or even $200 is not sustainable.

In fact, you probably lost money on that shoot. Shooting for exposure is not sustainable. The only time you should shoot for free is if it’s something you want to add to your portfolio or it’s a personal project. After that, your work should get you the work that you want to add to your portfolio.

If you want to be a professional then you must price yourself like one. The amount of time, energy, and skill that goes into creating portraits must be accounted for and there’s nothing wrong with setting your pricing accordingly.

If you want to be a professional then you must price yourself like one.

Your pricing per image should reflect everything that went into creating it. Not just the cost of the paper it’s printed on or the USB containing the digitals. As long as you believe in the equal exchange of money received for the work you’re producing, your clients will believe in it too.

If you don’t feel like your work commands premium pricing, step up your game. Keep working to improve whether that’s your photography skills or your self-value.

As far as pricing structure goes, that will vary depending on the type of photography and the person. Everyone has to be confident in their pricing in order to be successful. I have a session fee and I sell images separately. The year started off with a bang! My average sale was around $1700 with 4 clients per month. The Coronavirus has definitely impacted my business so it’s hard to say if those averages would be higher or lower.

Now, going back to sustainability — with those averages, it sounds like I’m making a good chunk of change and no boss! Heck yeah!

You’re so right about incorporating all that you do into your pricing. Like you say, you need to take into account business expenses and taxes. For example, for my own business, I don’t have a lot of overhead. But I put out a lot of free content. It takes a lot of time for me to create all of that, so if you want me to work one on one with you, then I need to also consider all the content that I created to build that need that you now feel. This is an important lesson for all people who have one-person businesses. One thing that made you stand out in my mind as a photographer is that you make it clear on your site that you’re an award winning photographer. What contests do you participate in and how do you learn about them?

But, you have to keep in mind that you really only keep about ⅓ of what you make after taxes and business expenses, so I’m barely sustainable.

Pricing is so important and you have to get it right. I felt really comfortable with my pricing when I first started out for what I was creating. Remember, equal exchange for money and product. Your skills will improve with every shoot, every year.

I asked about the awards because they’re an excellent content marketing strategy. They pull people to you as a photographer without you having to do any hard selling. I know bloggers and writers who use the same strategy. It’s similar to using recommendations on your site, but I think they’re a lot more powerful. What is the most important business strategy that you’ve tried that makes the most difference to your work process or your bottom line?

Now that my skills have improved, I’m ready for a pricing increase. And don’t forget about great customer service! Make your clients happy to spend with you. If you’re a dickhead, you can’t charge a premium rate.

And don’t forget about great customer service! Make your clients happy to spend with you.

I participate in The Portrait Masters . It is separate but connected to Sue Bryce Education. You can earn accreditation after so many awards and it’s run by some of the absolute top portrait photographers in the industry. Sure they shoot a lot of big, fluffy ball gowns but their work is stunning. I have my own style but I appreciate theirs as well.

There are other contests with and but I haven’t entered any of those yet. Are awards necessary to be a successful portrait photographer? No. But it doesn’t hurt.

My lesson learned from Riot Baby Clothing is in regards to inventory. Don’t stock lots of products that you might not be able to sell.

I sell matted prints and folio boxes to my fine art portraiture clients and I only keep two boxes and 20 mattes on hand at a time. When I sell a box, I order another one.

I want my clients to take their products home the same day they choose them but I don’t want thousands of dollars tied up in inventory. This way, I can keep cash moving through my business for other expenses. You know, like those unexpected little bastards.

That’s a really important point. That’s similar to what I’ve learned when it comes to creating too many products. Focusing on one thing at a time, and building enough interest in that before I move on to the next thing has been one of my own greatest lessons.

I may have missed an important question. So, is there anything else that you’d like to share with us?

I just want to say that you can absolutely be an artist and be financially successful at the same time. Providing for yourself and/or your family does not make you a sell-out. Valuing your work and pricing yourself as a professional does not make you greedy. If you choose to be a professional photographer, you absolutely can be one. It’s going to take hard work, but there is nothing stopping you.

If you choose to be a professional photographer, you absolutely can be one.

That’s such a lovely point to end with. Thank you so much for that powerful message!

Okay, so if others want to connect with you online, how can they do that?

Website: www.sarahsolizphotography.com

Email: sarahsolizphoto [ at ] gmail [ dot ] com

Facebook: https://www.facebook.com/sarahsolizphotography

Instagram: https://www.instagram.com/sarahsolizphoto/

Originally published at https://backstoryfirst.com on July 1, 2020.