Harnessing Your Unique Personality in Photography with Julie Christie

#459 In today's episode of the podcast, I chat with Julie Christie about creating engaging content, especially for family photographers. We discuss the impact of connection content, building trust with the audience, and the value of authority content. You'll learn how to develop a photography brand with a personality, appeal to introverts in business, and strategically navigate the balance between connection and sales content in your marketing efforts.

THE BIG IDEAS

• Connection Content: Share glimpses of your values and personality without revealing private details to build trust and likability with your audience.
• Brand Personality: Create a photography brand that reflects your values and personality, emphasizing connection with the audience over price or quality.
• Introverts in Business: Market with integrity, emphasize empathy, and cater to like-minded introverts in your marketing to build trust and loyalty.
• Authority Content: Utilize website for authority content to address buyer's questions and concerns, efficiently converting them into customers.

Implementation Plan:
1: Create Connection Content:
Julie emphasizes the power of showing your personality and values through connection content to engage your audience, especially for family photographers. This approach helps clients feel like they know you, which can be a strong factor in their decision to book your services. Photographers can harness this insight by showcasing behind-the-scenes snippets of their work life, sharing personal but not private anecdotes, or even their philosophy on capturing precious family moments.
Exercise: Share a brief story or insight on your social media that relates to why you love capturing family moments. It could be a throwback to your childhood family photos, a recent warm interaction with a client, or why you cherish the candid in-between moments. This helps potential clients see the person behind the lens and fosters a sense of familiarity and trust.

2: Showcase Authority:
As per Julie's experience, authority content might not rake in high engagement but is crucial for conversion. It establishes you as a knowledgeable expert, which can be especially persuasive when potential clients are considering who to trust with their memories.
Exercise: Write a blog post or create an infographic for your website that answers a common photography-related question you've encountered, such as "How to prepare your kids for a photo session" or "The best time of day for outdoor family photos." Include helpful tips that showcase your expertise and experience.

3: Embrace the Learning Curve: 
There are so many advantages to the mistakes you make in the journey of growth as a photographer. For new photographers, this lesson is vital: being unafraid to make and learn from mistakes is what ultimately refines your craft.
Exercise: Select a past photo that you're not particularly proud of and analyze it to understand what didn't work. Then, attempt to recreate the shot by applying your new knowledge and skills. This process will not only enhance your technical abilities but also underscore the evolution of your work.

4: Market with Integrity:

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Thanks for listening & keep shooting!

Transcript

Julie Christie: 0:03

And that's how most of us enter photography, is as a side hustle. It's certainly, you know, I have a membership for photographers and most of them, the vast majority of them started with the side hustle. So if it's a side hustle, it's even more important that you keep things simple and paired back. So, everything good is simple. In my opinion, everything good. And the minute you start to over complicate and add things, everything becomes more of a chore.

Raymond Hatfield: 0:27

Hey, welcome to the beginner photography podcast. I'm your host, Raymond Hadfield. And in today's interview, we are talking with family photographer and business genius over at the photographer's voice, Julie Christie. As always, this episode is brought to you by CloudSpot, the best way for photographers like yourself to deliver and even sell your photos online. So grab your free CloudSpot account over at deliverphotos. com. Today is an episode from the BPP Vault, where we revisit our treasure trove of interviews to offer both new and longtime listeners a chance to uncover the powerful insights and practical tips to enhance your photography skills. Now, today's guest, Julie, is one of those people who I love having on the show because Not only is she a photographer herself, but the way she speaks about business makes it dead simple for those who are just getting started. So today, Julie is going to share with you how to create an engaging content strategy, how being an introvert is actually a marketing superpower and how to build long term focus to grow your business. So with that, let's go ahead and get on into today's interview with Julie Christie. Julie, I just want to know, when did you know that photography was going to play an important role in your life? Oh, come

Julie Christie: 1:35

on. Honestly, forever from as far back as I can remember. Really? I remember being like knee high and obsessively looking at old family photo albums, so not taking photographs, but just obsessively looking at them being, it's always been people for me. So just being absolutely transfixed by the people in the photograph and imagining, what was going on around them, what their lives were like, who they were. All of that. It's always been people for me. And I can still, I can still to this day look at an old family photograph for like an unnatural amount of time. Um, but taking photographs, not so much, just kind of looking at them, appreciating them. I did ask for a camera, a good camera for my 18th birthday. I'm, I'm ashamed to say that I, dropped it in the sea when I was traveling, like less than a year later. And I'd never really managed to get my head around it. I was too young and lazy to, learn properly. So really, it wasn't until my son came along. That's such a cliche. I know now when my son, when my babies came along, but when my son came along, that's when I really started to take it seriously. And I took some night classes. at college, but it's always been there. I've always known it. It was a passion. So

Raymond Hatfield: 2:58

why do you think you waited until your son was born to really explore this?

Julie Christie: 3:03

Laziness, like, resistance to what it took to learn. Mmm. I think I had to mature a lot. Because it takes patience, right? To actually Learn everything you need to learn and to keep going at it. I think that's the thing that's the, the persistence, the tenacity, the, the fact that you are really quite crap for quite a long time. Yes. So I think I had to mature a little bit before I could actually. Keep going and stick in with it before I had the grit if you know what I mean. Yeah

Raymond Hatfield: 3:41

Yeah, of course. I'm always interested because I feel the same way looking at old family photos my father passed away when I was just a few months old, unfortunately, so all that I have of him is old photos Thank you. And especially like when my mom and dad got married I look at those photos and those were from the The mid seventies, and I think it is such a foreign time. You know, I had, I was, I was not born in the seventies and yet I look at these images and it just seems so, captivating. And like you said, you look at these images and you, you imagine what was going on around them. You wonder why everything was so brown and you know what their lives were like as well. and I think for me, I got into photography pretty early. I think because of that, because it was so interesting to me. were you, when it came to like those early days, were you using like a point and shoot? Were you, was there anything like that, before you got the, the nice fancy camera when you turned 18?

Julie Christie: 4:34

Oh, yeah, like disposables to have. I always had a disposable somewhere. they were awful, weren't they? They

Raymond Hatfield: 4:41

weren't the best. Yeah, no, they're fun.

Julie Christie: 4:43

They're fun. But you know, like 80 percent miss. Oh yeah. On a good day. There was, there was always a camera. I always had a camera. Uh huh.

Raymond Hatfield: 4:53

So when it Came time to just taking photos of whatever did you find that you were using that you were taking more snapshots or looking back Do you feel like those photos were taken more with with intention than just a snapshot?

Julie Christie: 5:07

honestly Truthfully until I took it seriously When I was late 20s, so that's when I started going to classes. I would say snapshots I don't I think again there was always I've always been really hard on myself You my own worst critics. So anytime I did try to take something intentionally, I was always really disappointed with it, frustrated. So I would always just revert back to snapshots and that frustration that I used to allow myself to be frustrated. And then I decided, no, no, I want, I'm fed up with this. I want to really know what I'm doing. So until I felt like I knew what I was doing more, I resisted trying to take these intentional gorgeous images because I was never. I'm happy with them. I'm one of those people.

Raymond Hatfield: 5:55

Okay, well, now that you have the experience, when you look back at those photos, what do you think it was from a technical standpoint that you were so frustrated with? Not understanding

Julie Christie: 6:04

light, genuinely not seeing it the way that I can see it now. And that, I would say that every single time I've taken, or in the early days. When I was taking photographs, I was disappointed with it was almost always looking back. It was almost always because I didn't understand the light that was there at the time, the direction, how it was behaving, how I had to compensate for it. So that was always, almost always my stumbling block. And you know, when that. Clicked. It was the most amazing thing. And it was very sudden actually for me when I, it was like the penny dropped really start. I really understood light and how it behaved and came to love shadows. And that's when my photography, that's when I just, I started to fall really deeply in love with it and started to believe that I could do it.

Raymond Hatfield: 7:02

So what was it? What was it that turned it all around for you? What made you be able to see the light?

Julie Christie: 7:08

I actually had a one to one with someone. oh my goodness, this is so long ago. I found him online. He was like an old photojournalist living in a seaside village. And I asked for this gift for my birthday. And I went down there and I spent the whole day with him and he called this section of the day installing the light monkey. Wow. And he spent like an hour talking about this light monkey and that the idea was that this light monkey was on your shoulder. And he, he took me to all these different spots and he talked me through the light and spots, even, where I would have thought, well, this is a boring photograph. And he showed me how to make that photograph interesting, you know, even just pebbles under an old shipping boat and how the light was falling on them and how I could expose for that light and embrace the shadows. And it was just like this moment of holy crap, like it's as simple as that. And all of a sudden, everywhere I looked, I was seeing light. I used to play it really safe. I would go for flat light all the time, especially with portraits. And then all of a sudden I was. I couldn't watch a film without pausing a scene and, obsessing over this scene and how it was lit and thinking if I was in that scene, what photographs would I take and how would I use the light? You know, it was like this obsession after that.

Raymond Hatfield: 8:29

Right, right. So, first, I guess, did you go, did you go to college for photography? Did you go to college for something else? Did you tell me how that happened?

Julie Christie: 8:38

So I was a teacher, when I first started. With my photography journey, I was a primary school teacher and we moved, we moved across, I'm in Scotland and we moved across the country, and my children were still really young. I, I was in a part time job. I couldn't find a part time job where we moved to. So, and I had been taking some photographs, I'd been getting more into it. So I thought, well, in the meantime. Whilst I am trying to find a part time job whilst my kids are young, I will start taking some photographs for money and Yeah, it was only ever meant to be a temporary thing, and I never went back to teaching, basically. So that's how I started my business. Badly. I started my business badly.

Raymond Hatfield: 9:32

I don't, I don't think so. I don't think that you started it badly. It sounds to me like, I mean, I had a, I had a similar way into photography as well. And speaking with other photographers, they do, they have a similar route, as well. And I think that obviously, uh, what's that quote? I don't know. I can't remember the quote right now, but it's like, it doesn't matter where it came from. It really only matters like where you're at today. And that's so true. I wouldn't say that you're in a bad position for sure.

Julie Christie: 9:55

But not now,

Raymond Hatfield: 9:56

not now. When you did start shooting, what were you shooting? Children and families. So how did, that's very interesting. So you moved to an entirely new location and you thought, okay, quickly I have to gain the trust of parents with little kids, to be able to photograph them. How did you do that?

Julie Christie: 10:15

Well, I was lucky. because I was moving back to my hometown. So it was like coming home after 10 years. so I had lots of friends in the area. I was able to kind of cut my teeth on, on their children and take abysmal photographs of their children. They thought that they were good, you know, and I look back at them now and go, ah, no. So I, I did have, a good few clients lined up to help me out to begin with. But then, but really after that, it was like starting afresh. I didn't know anyone beyond my close circle of friends. Right. but I was cheap. Was that the goal in the beginning? It was 2010. The, the competition was not nearly so fierce. Right. It was those days of Facebook where you could post Like one thing to Facebook and get an inquiry, you know, it was the glory days, the glory days. So I don't, I don't kid myself for a minute that it, it's not like that now. It's just not like that. When you start a photography business today, I was very lucky with the timing of when I started and I was also low cost. I mean, I think most of us start cheap, but I was selling a photography session plus 30 images on a desk for. 175 pounds. I don't know. That's maybe 250, something like that. So it was affordable, very affordable, not profitable, but it was, it actually, I don't regret it because it allowed me to get lots of practice with lots of clients. and yeah, that was my first year was basically charging. Low prices and getting as many people in the door as possible and learning a lot on the job.

Raymond Hatfield: 12:04

Okay, so, two follow up questions for you. First, when you look back at those early photographs, what are the things that stand out as like amateur mistakes? Oh,

Julie Christie: 12:16

where do I begin? You're

Raymond Hatfield: 12:17

like, I tried to block all those photos out of my memory, I don't even know. Yes, yes, yes.

Julie Christie: 12:20

Overexposure a lot of the time. again, what we were talking about earlier, just this dependence on flat light. Boring, flat light. Posing mistakes. I mean, cheesy. Posing. Terrible use of flash. Composition errors. I don't, I wouldn't know where to end. With the list of laws that I would see in them now.

Raymond Hatfield: 12:48

Yeah, yeah. Well, like you said, you're cutting your teeth. So you got to try all these things out. You got to figure out who you are as a

Julie Christie: 12:54

photographer. So I think that. And I, I'm not ashamed of them. I'm not ashamed of them. Yeah, I

Raymond Hatfield: 12:59

think that's really important to know. Yeah,

Julie Christie: 13:00

no, I just think, and I always say that to people, look, take the terrible photographs and you don't think they're terrible at the time. You're only going to think they're terrible. Yeah. Years from now, and no one else will ever think they're terrible, you know, it's like, so don't worry about them. Just take them. Take as many of them as you possibly

Raymond Hatfield: 13:17

can. Yeah, we as photographers can be, um, in an endless feedback loop, unfortunately, of looking at other photographers, thinking that we have to be that good, and then we go out and shoot, and it's You know, if we're still learning, it's not going to be, you know, it's the same caliber as somebody who's been shooting for a long time, and that is really important. You know, I think back to my first wedding and I think if I were to deliver that today, I would be mortified. but at the time I was very proud of what it was that I delivered. So just keep keep moving forward.

Julie Christie: 13:46

Because with your skill, as your skills developing, your eye is developing too. So the eye that you have for photography in those early days, it's not so well honed either. So you're looking at your photographs and you're proud every time that you improved. So yes, it's just the, it's the journey. I'm not ashamed of them. I, I laugh at them and sometimes I cringe a little bit, but I'm still proud of that. That's part of my journey. I would never hide from them.

Raymond Hatfield: 14:12

Yeah. And you took action where a lot of people would just. not even make it to that point, at all. But my follow up question for you was, you know, you said that you really first started, photographing families and children, just until you could find a better job. So when did that switch to you and you decided to make photography a full time, living for you?

Julie Christie: 14:33

So there was a turning point, a year later. So I was very busy, like I said, with, being so affordable and with the, just the timing of when I started and that kind of access to early Facebook business pages and things. So I was very busy for a year. I had a three year old and a one year old. It was a busy, busy time and I was kind of burned out at the end of the year. So I thought, well, I could either. Go back to teaching or I can look at this business model of mine and see if I can change it because what I had happened was I sat down to do my books, which I had never even looked at in a year. And I realized when I added everything up. I realized that I'd been working for less than minimum wage here in the UK considering the hours that I'd put in. And I thought, I've just spent so much time away from my family and burning the midnight oil that this can't continue. I'd made money, but it wasn't worth it in terms of the time. So I had this decision to make where, okay, I either really start to learn to understand business and marketing, which I didn't. I was just, Totally winging it all the time. So I either do that and build a really exceptional business. I can be proud of, and that's profitable, or I go back to teaching. And I obviously chose the, the former, but just to dive into business and marketing. And when I did that, you know, within six months of really, I would say. Being consumed by that and learning everything I possibly could I Was more obsessed with marketing than I have ever been with photography marketing is now 100 percent my passion and photography is not which I'm ashamed to say that in

Raymond Hatfield: 16:21

front of you No, no, not at all. Not at all. I well because marketing gives us a way To do more photography. So I don't think that's a bad thing. Yeah,

Julie Christie: 16:31

absolutely. So I've quickly found that the marketing was what I was loving more than anything, you know, like I was driving back from sessions and I just couldn't wait to get home and think about what I was going to do with the photographs, marketing wise. In order to, to grow the business. So I wasn't, I found myself not looking forward to the session so much and looking forward to my time at the computer. Wow. This is weird. I never thought this would happen.

Raymond Hatfield: 16:57

Yeah. Yeah. Especially because it's such a, it's, it feels so, creative to get out there and, shoot with your camera and take these photos. And then when you get back in front of the computer, it feels much more analytical, at least in my brain, it doesn't feel as creative. Do you feel it feels that same way to you or does creative or does marketing feel more

Julie Christie: 17:14

creative? I love, I think marketing is one of the most creative things you can do. If you can, if you can switch your mindset to being creative with your marketing and thinking of it differently, it's, you can have as much fun creating a marketing campaign if you allow yourself. I mean, I'm not saying everyone would, but I think a lot of creative types. And as photographers tend to be creative types, a lot of creative types, if they allowed themselves to see it that way and give themselves time to practice marketing that is fun for them to do enjoyable for them to do, they'll see that actually designing and creating a marketing campaign is unbelievably exciting.

Raymond Hatfield: 18:41

I feel like seeing how the piece is going to be put together, can feel very creative and, and, you know, bringing everything all in one and especially seeing, results from it. But I know that a lot of the listeners, you know, this podcast is called the beginner photography podcast, and many of the listeners are still going from zero to one. They're in that phase, perhaps where it's like they like photography. They've always felt creative, but like you, maybe they're just getting started out in photography and they think. Maybe I'll just try to make a few bucks, maybe I'll use it as a, as a side hustle, which is now a term, which it wasn't really 10 years ago. for those people, I feel like there's a lot of pressure to be put on them as far as like, you need to go hard, you need to be everywhere, you need to do all these things, right? Yeah. Is that the case, or can we start smaller?

Julie Christie: 19:30

Oh no, we can definitely start small and simple, and that's, I would never advise anything different to someone, especially, you know, you described it as a side hustle, and that's how most of us do it. enter photography, as a side hustle. I have a membership for photographers and most of them, the vast majority of them started with the side hustle. So if it's a side hustle, it's even more important that you keep things simple and pared back. So, Everything good is simple, in my opinion. Everything good. And the minute you start to overcomplicate and add things, everything becomes more of a chore. So, you know, trying to, I always ask myself, how can this be, I think it's Tim Ferriss. This comes from Tim Ferriss. What would this look like if it was easy? And how can it be made simpler? Instead of adding things, just what can you take away? Ask yourself all the time. What can I take away to make this easier? And actually you find often that the more things you take away, the better your ideas and business become. So yes, starting small. And you said, you have to go hard. You have to be everywhere. That's definitely not my experience and I would never advise it. It's just the road to burnout. And it's the, it's the shortcut to hating your business and giving up.

Raymond Hatfield: 20:46

It doesn't work. What is the simplest way to get started in marketing?

Julie Christie: 20:52

In marketing? Oh, wow. Okay. Well, if it was specific to photography, Yes. I would say understanding that Marketing is connection. So when you think about your photography, especially if you are a portrait or a wedding photographer, and that's really the people I'm, that's my niche, that's who I help. So I always go there. but if you think about a lot of other photography too, it's how that photograph you're thinking when you're creating it, you're obviously, you want it to be amazing, but you want it to have impact, right? That's the big thing. Yes. You want people to see it and stop and take it in. And that's about connection, that's connecting with the viewer of the photograph and making it meaningful for them. And the more meaningful it is to them, the longer they'll spend with it. Marketing is exactly the same. It's, it's all about connection. And when you see it as a way of connecting with someone who's just like you. Who wants to hire a photographer at some time in the future, maybe not right now, but at some point, then you can create this photography brands with a personality that is almost indistinguishable from your own personality. And if, if you want to love your business, that's what you do. You create a brand that has the same tone of voice as you, that has the same personality as you. So when you are putting your stuff out there to the world, when you are. Sending images out to social media, for example, with a caption, or you're creating a little video where you're speaking to your audience. You are doing it with your own voice, with your values shining through, with your sense of humor shining through. You're not hiding behind this. impersonal kind of corporate identity. You're just saying, this is me loud and proud. And what happens when you do that, when you allow your brand personality to be your own is over time, people who have come into contact with you and your business, they start to really warm to you. Like you, you make them smile. You have the same values as them, the same opinions as them that they start to trust you. They start to enjoy your stories. And over time Even if they're not looking for a photographer, because we have to remember most people are not looking for a photographer right now, right? Over time, when they do need a photographer, there is like no question of who they're going to hire because you have become almost like a friend to them. They're somewhat, and photography, especially portrait and wedding photography is one of the most personal services you can buy. It is hugely personal. So this, someone who's price shopping, let's forget about them, but the person who is looking for a photographer and it matters to them. The, the photographs they're going to get matter a lot. There are so many good photographers now. So many. You can't compete on price. You can't really even compete on quality of photography these days. It's almost impossible. The only differentiator you have now is your personality and the connection you have with your audience. Because that is what will make them decide to buy from you, even if you're a bit more expensive. They're like, I'm going to save up because I want Julie. Right. I'm going to wait six months because I want Raymond. It's like, people don't believe it until it starts happening, but marketing is connection. 100%.

Raymond Hatfield: 24:39

There's so many places I want to go with that. I think, that was a ramble. No, no, no, it wasn't a ramble. It was, it was, it was very insightful. I think the best example that I have for, for that as proof, because one of the biggest things that I hear from photographers just getting started is like, People in my town don't have a lot of money to pay for me. And my rebuttal to them playing devil's advocate is I bet every one of those people has like the newest iPhone, right? It's not because they don't have money. It's because, Apple is really good at marketing to, to the desire. People want that and people always have money for the things that they want, or they'll always find money for the things that they want. If what's going to make people purchase in the future isn't necessarily the quality of the photograph, and it's not necessarily the price, but it is our, our brand and our personality, what about people like myself, I would consider, are more introverted and feel worried about putting ourselves out there? How can we make an impact and still stand out as a business?

Julie Christie: 25:40

Oh man, like introverts are often the best marketers like I, so introverts interest, like if you are an introvert and I'm an introvert, like I'm an extroverted introvert, but I'm still an introvert. Introverts are really interesting in that marketing really matters to them. And marketing with integrity really matters to an introvert. So they spend a lot of time. Are you like this, Raymond? So do you research before you buy?

Raymond Hatfield: 26:09

Endlessly. Me too.

Julie Christie: 26:11

Yes. Hours. And it matters, right? Yes. You want to know, and the more information you can get, the better. Because you want to make the best purchasing decision you can possibly make, right? It's

Raymond Hatfield: 26:23

like you're in my brain, yes. Yes.

Julie Christie: 26:26

And so when you're. And that's what introverts do that extroverts are more likely to make impulse decisions and they get swallowed up in the marketing hype. Introverts are turned away by hype and they're, they can see right through it. They're like, no, I want integrity. I want to know that I can trust this business and, and I'm going to take my time. I'm not going to buy today. I'm going to read some stuff I'm going to ask about. So if you are an introvert yourself and you have a business, then the best thing you can do is own your introversion and appeal to like minded introverts. So for example, you maybe wouldn't do so much video introverts prefer to read. You would, make sure that your clients, your potential clients have an answer to every single possible question that they might have. And it's on your website and it's on your socials and it's sent via email. So that they can read through it, they can make the best possible decision for them. So there's lots of different things that introverts are super, super good at. But what I would say in terms of connection is when you are, and I do think it's important nowadays that you share some of yourself in your website. On your socials via email, but that doesn't mean you have to let them peek behind the curtains of your personal life at all. That's where I struggle. It just means that you're sharing values. opinions, starting conversations. You don't even necessarily have to share your face, although I would definitely advise you to now and now and again, but it doesn't mean you have to, allow them a glimpse into your private life. It's just sharing like minded thoughts and feelings and information with like minded people. So sharing that you are an introvert is really important. And a lot of introverts, they're quite deep thinkers. And when they, when they write that comes across, you know, it comes across how much they think and how much they care and empathize. And that is such an amazing thing to have in a photographer. If I was choosing a photographer, I want them to be empathetic. I want them to be a deep thinker. I want them to have imposter syndrome. I want all of those things because that means they really care about me and they're going to really do a good job for me. and they understand all my introvert features and all my insecurities. So it's about owning who you are. you definitely don't have to be an extrovert to be a marketer. In fact, my favorite marketers are introverts. I, I'm not into the hype. I'm into honesty and a genuine approach to marketing and introverts do that so well, so beautifully now.

Raymond Hatfield: 29:16

First of all, I love that. Thank you so much for, for sharing that because, again, like I said, there are so many listeners of the podcast who have said, or they feel held back because maybe being an introvert isn't, they feel like, the world of photography isn't for introverts. And if you are an introvert, then you have to just do like street photography. But even then, then you're photographing people on the street and it's like this endless thing. so that was, I think, a, a great way of breaking it down to figure out how we as introverts can share things online, and make an impact. But when, when we are first getting started, maybe, can you share some examples of what sorts of thoughts and what sorts of values we should be sharing that aren't necessarily our, part of our personal life? Does that question make sense?

Julie Christie: 29:59

Yes, yeah, it does make sense. Okay, One we were talking about recently, was family photography. So inside the membership, we were talking about social posts and people get getting stuck when they're trying to create captions, create short form video, that kind of thing. And I was, we were, I was trying to encourage people to think small. To think simple to think of things they can do really quickly and simply that can be high impact. So for example, one of our members met was a family photographer, her ideal clients are parents with your primary school aged children. And I was saying to her, you know, about. All of these topics that are relevant and very engaging for a parent at that stage of life and just talking about them and maybe giving an opinion on something like that gives a hell of an insight into who you are without divulging anything about your private life. So, for example, let's say. You have a kid who's sitting at home doing homework. This is one of from my personal life sitting at home doing homework and they're really struggling and you're, you're, and I've always thought when they're that age, I've thought, why are they coming home and having to do homework? I just don't believe in it. Right. And so sharing that thought on social media or via email about what you feel. About homework and asking to that. What do you guys think? Do you agree? Do you think it's too tough homework at this point? Or do you feel the same? that's just that tells me a lot about you and your values and the kind of person you are, but it doesn't show me your children. It doesn't show me the house you're living in or a day in your life. It just gives me an idea of whether I might like to hang out with you or not. So sharing even just, some things that really wind you up and rattle your cage, sharing things that light you up, what makes you happy? What makes, what songs are you listening to? So there's lots of connection stuff that you can share. And of course you have to do lots more in marketing, but can that connection and engagement content is what's going to really make the difference when it comes to people deciding to choose you. And there's so much connection content that you can put out there that doesn't compromise your privacy.

Raymond Hatfield: 32:24

Wow. Connection content. I had not heard that phrase before. I'm going to write that down. Connection content. So, in marketing. Okay. So here's what I think a lot of people get. Mixed up and correct me if I'm wrong, but marketing is not posting once on Facebook and saying, what do you guys think? And just trying to get engagement right at the end of the day, if you want to make money with photography, that has to convert into sales as well. So where do, is there some sort of mixture of connection content versus sales content, that we should, be putting out there?

Julie Christie: 33:03

Definitely. And again, when you're, when you're listening to this, it's easy to get overwhelmed, but if you try to think small with your ideas, something that you can create quickly, then it's not so overwhelming. So I'm just, that was just kind of a disclaimer, but yes, there's definitely a mixture of content. So I see it as connection content being when you allow people a glimpse into who you are. And again, it doesn't have to be your private life, just especially really importantly, your values, what's important to you, your sense of humor, huge, allow them a glimpse into that, your nerdiness, all of these things, these are the things that people go, ah, that's like me, you know, what you find funny, all that sort of stuff. that's your connection content. If you are in like a visibility phase of your business, so you need an audience, you don't really have anyone watching your stuff. the only person on your email list is your auntie. it's like that we all start there. So that's like a visibility phase for your business. And it's the connection and the engagement marketing content that's going to build your audience because that's the stuff that people can easily engage with. And generally you'll put that out on social. You tend to keep that for social media. And if you're in a visibility phase, you will have, you kind of veer towards the connection engagement heavy content. And that's the easiest stuff to create. It's really simple. It's when you're starting conversations, you're allowing them a glimpse into you, you're asking questions, that kind of stuff. And a lot of the time you're using your photographs as the images. Or the videos to go with it. But in the caption, you're maybe talking about something else. So that's your connection, your engagement stuff. But you also might be in a visibility phase in the lead up to something big. So let me give you an example. Let's say you are a photographer. I'm going to say a family photographer again. And. At the moment you have some work, you're busy, maybe it's your spring family sessions and everyone's been getting in touch and you're busy with shoots. So on social at that point, it would be a good idea to be in a visibility phase and just chuck out some really easy connection and engagement content with some photographs, right? Getting your audience up so that people are smiling when they see your stuff there. It's easy to engage with. They're like, Oh, I like this person. This is great. Because. What might be coming up is a time where you need to sell, and when you create, so the other types of content are like authority content, and that's when you're showing your expertise, so you are making sure that the person seeing it, reading it, is thinking, well, Raymond knows his stuff. If I ever need a photographer, he sounds like he's the go to guy. He really understands his craft. He understands, he's, he seems like he's the authority in the area. So you want to be creating authority content as well. That's always the meatier stuff takes a bit longer. So helpful, help hints and tips, for example, but not generic ones, ones that people go, Oh, okay. Yeah, that's really cool. Like, so authority content can be, you know, There's so many different things you can talk about, from what to wear, ideas on what to wear, wedding bouquet inspiration, or, even just how to take a certain shot with your iPhone. So many different things, a million ideas there. And then you have your promotional content, which is literally when you're saying, buy my stuff. And that has to happen. So it depends on the, if it makes sense, it depends on the phase you're in and your business, the cocktail, the mixture that you would do. I tend to be in visibility mode a lot of the time. And then if I'm building up to a campaign, I'm like, right, let's chuck lots of visibility stuff out there. Get lots of, let's get lots of views, lots of engagement, because I'm about to release some authority content and promotional content. And they don't get Anywhere near the traction, of course, of course, of the visibility stuff. So if you're thinking strategically, you are building trust and, entertainment and likeability with your audience, and then you're saying, But look how good I am at this. Here's some information. I know you're going to need this, but remember only a small portion of your audience are going to buy. So that's why that kind of content doesn't get the same likes. It doesn't get the same engagement, but it gets the sales. So you have to ignore, I always say when you put something out there, I know we're keeping to social, but it's, it's across the board. When you put something out there, that's very much authority content. You're never going to get the same likes. as you get with your connection stuff and your engagement stuff, but you might get a couple of messages from it. And that is highly, highly valuable, right? So you have to be expecting the lower engagement because it's, it's got its place. It's really important. And the promotional stuff comes off the back of that. That's when you're saying, okay, let me tell you about my headshot day. That's coming up and you tell them all about it. And then you maybe pop on a few days later to see. Guys, this is booking up. I have like three spots left. If you want one, you know, you have to move fast. That's your promotional content where you're literally just saying. You better buy now, get off the fence and buy now. And this is how you do it, right? So you need a mixture of the content, especially on social and you need to be making sure that your website is filled with authority content. That's where your authority content should really live because that's the stuff, as much as it's not highly engageable,

Raymond Hatfield: 39:10

it's a word, it's now a word. Yeah. Engageable. I like it.

Julie Christie: 39:13

Engageable. Um, although it's not. Going to get huge numbers of, comments and all that sort of stuff. It's the, that's the stuff that makes someone go from, I'm thinking about this to, okay, you've just answered some really good questions. I'm ready to buy, you know, like the, as introverts, you need all the information. So the authority content, you really want every question asked, answered. And every concern addressed on your website in blog posts and even maybe in pages of your website so that people can find that and that really moves the needle for you and makes them go from maybe to yes, definitely. And the great thing about putting that on your website is. from one blog post like that, you could easily, after some practice, create 20 social posts that you can then repurpose onto social media. So if you think about it as one piece of authority content, you, you wouldn't believe how many social posts you can get from that. And if you're creating, when I think about email, so I think about it all as, all coming from one piece of content most of the time, and people neglect email. Whilst they're creating social posts. Now, if you think about. maybe two weeks worth of social posts, and maybe you want to send an email to your email list every couple of weeks. There's going to be something on your social posts from the last two weeks that you could send out to your email list. Maybe a conversation that happened under a thread that was really interesting. Or maybe something really surprising that, you found out or, or just a post that seemed to go wild and people loved it. So why not? I'm going to send that to my email list and get direct them to Instagram or Tik TOK and let them have a look at it and comment on it. So your email, people think that they have to be creating different content for their website, their socials and their email when actually it should be the same content, just repurpose to your different posts. platforms, right?

Raymond Hatfield: 41:14

Wow, yeah, that is I feel like creating different content for each platform is something that is pushed a lot And the way that you just explained it makes so much more sense and makes it feel a whole lot easier as well but I know that again a lot of Let, let's, let's focus on those photographers going from zero to one. I think that you just laid out an amazing path there that would help literally anybody who's listening. but for those who are going from zero to one, maybe they don't have a website yet, and they're just posting things on social, maybe, question one, is that okay, just to post things on social? Like, can, can that get things started? And two, when do we know when it's time to create a website?

Julie Christie: 41:56

Oh, I'm good questions. You're gonna like this one. so it is okay. Of course, it's okay. If you're, you're doing something, then it's okay. Today, not having a website is going to be a problem. Without a doubt, I would say create a website immediately. And I would, but on top of that, I would say, don't spend ages creating your website, put on, put a three page website out there that you spent a day on. That's more than fine. But just please have a website because in 2023, it's what people expect in order to gain that trust. They will always visit your website from social. So if they're on Instagram or tick tock or, wherever they want and they're thinking, okay, I want to learn more about this person and you have nowhere for them to go. That's a problem. Yeah. And it's somewhere where people are very distracted. Right. And they, they would have to go back through your content to get that connection from you. So you really want to come into their world. A lot of the time you'll come into their world via social. But you then want to get them into your world in a deeper way, and that happens on your website. So you want to be taking them to your website and maybe, well, hopefully getting them onto your email list. So I would get a website up and running. As soon as possible. And if you want to make that really quick, I would just grab a Squarespace template. I would have a homepage, a gallery page and information page and a contact page, and then I would let it evolve and grow over time, but I would just get it out there.

Raymond Hatfield: 43:43

Julia, I don't know how to end it any better than that. That was like the plan right there. if anybody's listening, Like that's what you need to know, get started on social, create that website and then lead people to the website. Julie even gave you what pages that you need to put on to your website. That's everything right there.

Julie Christie: 43:59

Um, play the long game, play the long game, be the tortoise, always.

Raymond Hatfield: 44:05

Be the tortoise. Always be the tortoise. I love that. Julie, before I let you go, people are going to be interested. They're going to want to learn more about you and what it is that you have to offer. And you shared so much today that I'm sure they're going to be like, I need to hear more from Julie. So where can we find, more information for you online? Where can we find you online? That's what I was looking for.

Julie Christie: 44:24

I think I would most like them to find me on Instagram so they can find me on Instagram at the photographer's voice.

Raymond Hatfield: 44:31

Again, huge thank you to Julie for coming on the podcast. I have three main takeaways from this episode. The first one is the connection content. So, so smart, you know, showing your personality and values through connection content to engage with your audience is such a great approach. You know, it helps clients feel like they know you, which can be a strong factor in their decision to book you and your services. Photographers really, can harness this insight by, by showing behind the scenes, snippets of your work life, sharing personal, but maybe not private anecdotes, or even, you know, your philosophy on capturing those precious family moments. Takeaway number two was to market with integrity. You know, for those who are hesitant to share too much online, market with authenticity. This genuine approach, I think, is really going to resonate with like minded people. for you, it's different for everybody. For you, that could mean building your brand around your authentic values and preferences, rather than just simply, quote unquote, capturing life's precious moments. And takeaway number three is the importance of showcasing your authority. Authority content is crucial for conversion. You know, even though it may not, I don't know, rake in a ton of engagement, it establishes you as a knowledgeable expert, which again, can be helpful for potential clients who are considering who to trust. So again, lots of takeaways here. that is it for this week. I would love to hear your biggest takeaway in the beginner photography podcast community, which you can join for free over at beginner photopod. com forward slash group, but that is it this week. Until next week. Remember the more that you shoot today, the better of a photographer you will be tomorrow. Thank you

Julie Christie: 46:22

for listening to the beginner photography podcast. Keep shooting and we'll see you next

Raymond Hatfield: 46:26

week.