How this mom of 3 added $100k to her income

Summary

Michelle, a successful photographer and busy mom of three, shares her journey of transitioning from shoot and burn photography to offering full-service photography with in-person sales. She talks about the challenges she faced, the mindset shift she had to make, and the positive impact it had on her business and family life. Michelle emphasizes the importance of prioritizing family and finding a balance that works for you. She also highlights the value of mindset work and the support she received from the uncapped program. Michelle's story is an inspiration for photographers who are considering making a similar shift in their business.

Takeaways

• Transitioning from shoot and burn photography to full-service with in-person sales can have a positive impact on both your business and family life.
• It's important to prioritize family and find a balance that works for you.
• Having the right mindset and belief in the value of your services is crucial for success.
• Seeking support and guidance from programs like uncapped can provide valuable insights and help you navigate the transition more effectively.

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Transcript

Christa (00:01.024)
All right, friends, I'm really excited. We have a very special guest who's also a very good friend of mine. Michelle is here, welcome Michelle.

Michelle (00:09.957)
Thank you, Christa. I'm so happy to be here.

Christa (00:12.476)
Yes, and tell us the name of your business.

Michelle (00:15.584)
Okay, so I have a photography business called the Cotton Collective.

Christa (00:19.56)
Okay, we'll link it in the show notes. She's an amazing photographer. And I really wanted Michelle to come on. We've coached now well over a year and Michelle has absolutely just crushed it these past few years. And I wanted her to come in and share her story with y 'all as a busy mama of three, as a busy photographer, just what's happened. So Michelle, share a bit about how you've gotten to this point you're at in your photo journey. I'm so excited.

Michelle (00:47.128)
You're so sweet. well, I went to photography school and graduated in 2010 and just sort of hit the ground running. So I've never really done anything other than this. And I will say having gone through all of this, I wish I had found uncapped sooner. Like, wow, would have been so valuable 15 years ago when I first started. But I've been doing this for 15 years. And I've always loved

Christa (01:03.072)
No.

Christa (01:06.315)
Yeah.

Michelle (01:12.888)
products like albums, always loved them always one of my clients to be able to, you know, make that investment in those heirlooms because I believed in them. And I never really knew how to make that happen. I am married and I have three little girls and each child has just made my time more and more valuable and more precious. And so that is really what caused me to want to make a jump from
you know, being mostly shoot and burn photographer to offering products.

Christa (01:44.116)
Yeah, and you did weddings for several years. Didn't Kellan do video too? Like y 'all did it together?

Michelle (01:50.048)
Yes, did. My husband and I did weddings. We did photo and video for about a decade.

Christa (01:55.775)
my goodness, okay, and then decided that that was done. Tell me about that moment that you were like, I don't know if weddings are for us anymore.

Michelle (02:04.17)
It really, it was kind of always my exit plan when I had kids. So we had a few other photographers working as like associates with us. And I just was sort of priming them to then become the leads and them take on the weddings. But it sort of all kind of fell into place where they all left at the same time. And

Christa (02:07.572)
Okay.

Michelle (02:28.16)
At that point, I was just like, I don't have the bandwidth to train anyone else. And they all like one move to Kansas. Like they just kind of, it was a, I think a God thing, you know, was just like, okay, it was just too much to manage for me. So.

Christa (02:37.59)
Yeah, right.

Michelle (02:41.848)
Anyway, so that was the plan was that I was going to take on less and start having kids and that they would keep going. But it just didn't unhold that way. And so from then we just decided, okay, it's better to just not do weddings. And then obviously that kind of coincided with like 2020 and everything. And that was just confirmed.

Christa (02:48.608)
Right.

Michelle (03:03.03)
like, okay, this is not a good season for us with two little kids at home. I like, I can't worry about the stress of canceling and rescheduling, giving people's money. But like, I just like, this is too much, I'm out.

Christa (03:13.504)
Yeah, having kids really changes that. know you and I have chatted about that a lot. talk about, and I know that could, this could be a whole nother conversation. Maybe we should do another episode too. Talk about that transition, working full time, which Kellan, he wasn't full time, full time with you. Is that right? Like he still had, okay.

Michelle (03:31.646)
Yes, he's a financial advisor, but during the weekends he would always say he moonlights as a photographer.

Christa (03:36.694)
Okay, so then talk about that transition of like you are the head of this big photo business and then are bringing children into the world. Like that's a lot.

Michelle (03:49.196)
Yeah, it's just kind of hard to wear both of those hats well. And especially in the beginning, you know, when you're a new mom and you have a toddler and a newborn and we didn't really have any help either. So I wanted to be there. I wanted to be the mom doing all the things. And so, I mean, I think it's different if you have different goals. But for me, I created this business so that I could be home with my kids.

Christa (03:50.699)
You

Christa (04:08.48)
Right.

Christa (04:13.526)
Mm -hmm.

Christa (04:17.898)
I love that.

Michelle (04:18.646)
Like I created it for the flexibility knowing that I wanted to be a mom. So once I became a mom, it was like, well, I'm not going to sacrifice this moment that I've waited for for so long just for my business. So it was kind of like that just was on the back burner. mean, I was still able to have, you know, it still worked a little bit, but it was just not my priority. Kind of shifted my focus.

Christa (04:28.864)
Mm

Christa (04:40.138)
Yeah. Yeah. And I can't imagine Michelle like now being a mom, trying to find childcare for an entire long Saturday if it's both of you going to. That's a lot.

Michelle (04:49.794)
Yeah, yeah, definitely. And with Kellen, it's like he's gone during the week. So yeah, that was really the biggest thing. He's like, no, I don't want to give up one of my two days where I get to be home with my kids. so I totally respect that and felt the same way. was like, OK, this is the best thing for this season right now. And we've still sort of taken on about one a year. If there's a good one that comes along or a family friend or something, we'll still do it. But it's just not the priority.

Christa (04:54.526)
Right, that's his time. Yeah.

Christa (05:02.038)
For sure.

Christa (05:12.032)
Sure.

Christa (05:18.208)
Yeah, that makes complete sense. Okay, so then what was next after weddings? Tell me about that shift.

Michelle (05:24.236)
Yeah, well, we always I always photographed families. I always did the fall season newborns. I always was doing that alongside of weddings. It just wasn't where I spent my energy, you know, like focusing on marketing or doing anything towards that because it just kind of came naturally. It was just the client base that was there or word of mouth.

Christa (05:29.717)
Mm.

Michelle (05:44.524)
So I didn't really put any energy into it. But once I knew, I don't want to take on weddings anymore, was like, OK, well, how am going to fill that gap financially? How am going to make this worth my time? And even though I felt like my session fee was really high, like my shoot and burn price was high, it still wasn't enough to make it make sense. I just got to the point where

even $1 ,000 for that session wasn't enough to make it worth my time. Like I need, I didn't want to shoot 150 families a year. Like I didn't want to be shooting every other day. and I just knew that there had to be a better way. And obviously everyone's always talking about in -person sales. And I was like, I just need to figure out how to make this work. Cause I don't, I don't want to have a studio. I don't want to, you know, have anything. I don't want to change my life. I want my life to

work with this new model. so it's such a blessing when I found you and your, it was like your email list. And then that just was totally spoke to me. I was like, this is exactly what I want. This is exactly the problem that I have. And this seems like the solution. And truly it's, it's been the best thing that could have ever happened to my business. And I just wish I had found it sooner.

Christa (06:46.378)
Yeah.

Christa (06:55.37)
Right.

Christa (07:05.398)
You're so sweet, Michelle. Talk about, you obviously were very established, I think, what, 12 years into your business when you shifted to full service? And yeah, and I was five years in, you were obviously way ahead of me. And I think, Michelle, something that I hear holding up a lot of photographers is they're like, well, I'm established, I did it a certain way, I don't want to step on my past client's toes or.

Michelle (07:14.232)
Yeah, yeah, about like 13.

Christa (07:31.744)
have them be upset because now my process is different and looks different than before. Could you talk about that shift, maybe even like the mindset of it, like what got you there? I'd love to hear that.

Michelle (07:44.63)
Yeah, it was very challenging. I don't want to sugarcoat it at all because I think those feelings are so valid. That's exactly how I felt. I was terrified of what my clients were going to think. But what's the trade off? Like I'm not here to run my business to please my clients. Like I'm here to have my life serve my business, serve my life. And right now that wasn't working. So my options were quit.

Christa (07:54.442)
Mm

Michelle (08:10.262)
Like I don't need to do this if it doesn't make sense financially and if I want to spend more time with my family. I could quit, which doesn't serve my clients at all. Or I could change this method and yes, I would lose some clients, some clients this is not maybe the best fit for. And so I just had to be okay with that.

Christa (08:22.304)
Mm

Christa (08:27.158)
Right.

Michelle (08:27.904)
I had to just know like this, this isn't going to be for everyone. And I mean, you do such a good job of like explaining that in the course and like the hearing no is okay. And so I think that was really helpful just for my mindset of knowing, okay, this isn't going to be for everyone. That's okay. This is, this is an addition by subtraction method. Like you're going to make more money, but you're going to work less. Like you are going to lose people, but you're still going to make more money. So I just feel like the trade -off was.

Christa (08:46.74)
I like that. Yeah. Yeah.

Michelle (08:57.098)
was what I needed. was quit or this.

Christa (09:00.874)
Wow. That's kind of a scary spot to be in when you've been doing something for a decade and a half.

Michelle (09:06.454)
Right. So long. I didn't want, I didn't want to quit. You know, I just needed it make more sense for me and you know, hope that it made more sense for my clients. And I think it has, it has. I mean, there's plenty of clients that have stuck with me and there have been a couple that, you know, maybe this wasn't the best fit for, and you just have to have, you know, that tough rhino skin.

Christa (09:09.909)
No, right.

Christa (09:28.042)
Yeah. Love that book. Yep.

Michelle (09:31.458)
I was one of your recommendations from the course and I like it changed my life. I was like, okay, okay. I don't have to take this all personally, you know, I find it.

Christa (09:40.09)
Yeah, yep. I was looking up the author to be able to say it. She's referring to Rhinoceros Success by Scott Alexander. Great book. Great book.

Michelle (09:48.55)
Totally totally worth a listen. I I just listened to that book like once a week just to like get your head right.

Christa (09:53.962)
I think it's good to, we should have a book club, Michelle. I feel like we've referred great books back and forth. The people need to know. Okay. So making this shift, obviously some said no, some stuck with you. I'd love to hear Michelle, like what did that look like as far as your portrait average in that year that you shifted to this model? So really no income from weddings, you know, maybe one or two, but that's not what you're depending on. All portraits, what happened?

Michelle (09:58.198)
I would love that. That would be so cool.

Michelle (10:19.896)
Right. Yeah. So the very first thing that I launched was my I do like these Easter sessions with live bunnies and it's so sweet. And I was actually terrified like shaking in my boots crying. I sent the email like I was crying to my husband. I was like, what if nobody books this? Like what if nobody sees the value in this? And they sold out like I had sold out all 12 of them. And that was

Christa (10:26.379)
Yeah.

Christa (10:34.805)
Yeah.

Michelle (10:45.93)
a game changer for me. I was like, okay, it's gonna be okay. Yes, some people are gonna say no, but the people still value this. And so, you know, it has obviously been a transition, but just just to show like the fear is there and you just have to do it anyway. And it was okay on the other side of it, right? Like it was so much better. And so I will say, I don't remember the exact numbers from Easter the year prior.

Christa (10:49.47)
Mm -hmm.

Christa (11:09.6)
I was trying to remember, I know we had chatted about it.

Michelle (11:11.032)
I think it was close to like $2 ,000 the year before. And then once I made the switch, was like six or 7 ,000. So was a very big jump from the year prior of like giving, what I would do is give all of the digital's with the mini session, which I know some shooting firm photographers like charge per image or whatnot. I wasn't even doing that. I was just like, here's all the photos, see you later. Which now I'm looking back and like, wow, that was a mistake.

Christa (11:20.96)
Wow, yeah.

Christa (11:32.246)
Sure. there go.

Michelle (11:39.884)
But that was just how what made it easier for me on the back end was that I could just say, here you go. Like I didn't think about anything else.

Christa (11:45.728)
Yeah. Right. Right. Versus then you tripled that average. And so even if it was a little extra step with each client, it's still so worth it. And you don't have to book as many. Yeah. What about for your full sessions?

Michelle (11:56.82)
Mm -hmm, definitely.

Yeah, so that was even better. I think one of the very first sessions that I did was a newborn session, which was great. She was very interested in an album, ended up getting like my largest album option and doing leather and embossing. And so it ended up being like think of like a $3 ,500 sale, which was

Christa (12:06.452)
Mm

Michelle (12:20.152)
so eye opening for me. was like, Hey, this is gonna work. This is gonna work. Basically went from $1 ,000 to now 3500. And even if you you know, the album was probably about 500. So even taking that out of the equation, you know, your costs associated with it is still so much more worth my time, even with the additional hour that I'm spending doing or deal with her rate, like if you're going to be factoring that I'm still making

Christa (12:21.568)
Yeah. Great.

Christa (12:40.437)
Right.

Michelle (12:45.162)
more than I was before. And I'm able to have a better relationship with my clients because I'm not just photographing them, but then I'm going through everything with them. I'm helping them through the whole process. So for me, I love this business because of the relationships. Like I don't actually really love photography. I am not a photo nerd. I don't care about what camera I use. Like I just do it because of the relationships. So I feel like that's the thing that I've loved the most out of this is really getting to build a

Christa (13:01.994)
Right. Yeah.

Michelle (13:13.782)
better relationship with my clients from start to finish.

Christa (13:16.49)
Yeah, I love that. I think too, coming from the wedding space, you're kind of primed for that, where you get a glimpse of like, that was my favorite part of the wedding industry. I'm the same, like if a new camera comes out, it takes me a few years to think about going and buying it. And I have some friends that are photo nerds I'll hit them up and be like, should I be getting this now? Like, is it worth it? But that was my favorite part of the wedding space. Like, it's those relationships. I know for you and Kellen, like that was a priority for you guys and why you made it so big there and how cool now that like,

You get to do that now with your families and like, you're so good at it. Anyone who knows Michelle, she is one of the most loving, approachable people you could ever meet. yeah. And an incredible mama. talk, okay, Michelle, let's do this. Can you share, are you comfortable sharing the growth financially that it brought you in that year to year? Not just overall, but like how much you were able to shoot versus the year before switching from shoot and burn to full service.

Michelle (13:56.693)
so sweet.

Michelle (14:16.664)
Yeah, so let's see. 2023, like you're saying, the 2023 end of the year stuff. Yeah. So I probably took off a month or two in the spring just to get this situated, like to make this transition. I don't think I worked all of February because I was wanting to change everything. And then I definitely took off some months in the summer. So that was.

Christa (14:20.789)
Mm -hmm.

Christa (14:28.126)
Okay. Right.

Michelle (14:41.366)
just factoring that into the equation. was like, OK, I like to look at my overall numbers as how much did I really work this year?

Christa (14:45.941)
Yeah.

That makes a huge difference for sure. Like if you make the same amount, but take half as many shoots, that's incredible growth, even if the numbers aren't. Yeah, I love that.

Michelle (14:55.444)
Yeah, so I went from the year prior was like 70 ,000, which I had had a baby that year too. So I wasn't hustling very much like, but the fall season is always, you know, the bulk of the fourth quarter is always the best, you know, segment of the year. And then 2023, I was at close to 170. So it definitely made a huge impact.

Christa (15:01.237)
Okay.

Christa (15:14.965)
Yep.

Michelle (15:23.442)
in my overall numbers. mean, obviously I had more expenses with that, but I still came out ahead and I feel like I was able to do more for my clients. They walk away with something so beautiful and I feel like that to me is even more worth it.

Christa (15:38.249)
yeah.

Christa (15:41.782)
for sure. And then for you also being a mom, and I know you had your baby in 2022, right? So she's turning two. Yeah, that was your third. Talk about just that shift, Michelle, like with your life, with having your girls, which if you know Michelle, like that is her priority as her family through and through.

Michelle (16:01.078)
Yeah, I mean, it was a big struggle for sure. Just having managing three, just from the sheer volume of like, I don't know before when we had just two, I would put them to sleep or tell them what put them to sleep and I would just work until midnight. Like it was not a problem. I would just fill that gap of maybe the things I wasn't able to do during the day at night. And then having the third I was like, I can't I can't like my brain does not work after 8pm. So I just found that

Christa (16:15.604)
Yeah. Yeah.

Michelle (16:27.768)
making this transition is so helpful because I don't feel like I have to work late at night anymore. I feel like I'm able because I have less clients because I'm shooting less. It's just a little bit lighter. It's a lighter load on me, which gives me more space for my family. Like instead of having to take on, you know, 10 shoots to make $10 ,000 now I can take on three, you know, and that is

makes my stress level down. I heard something the other day that was like the only thing more important than having a dad in household for children, you know, they say like the statistics of having a dad in the household is, you know, helps the children a lot. The only thing that's more important than that is the mental state of your mom. Like, the emotional state of your mom is actually more

Christa (17:10.634)
for sure.

Christa (17:14.918)
Interesting. I like that. Yes.

Michelle (17:19.956)
If you have a stressed out mom that cannot think that's always running late, that's well, you know, has a mile long to do list, like your kids are going to struggle. And I feel like when I heard that, I was like, okay, I feel like this is so important. Having three shoots a month makes me able to do both. You know, I feel like I'm not stressed out with work, but I'm still serving some clients like it's just a happy balance for us.

Christa (17:28.672)
Mmm.

Christa (17:33.984)
Yeah.

Christa (17:45.77)
Yeah, and I love Michelle that you've done this to have it all. And I think that's something as moms like now transitioning into this, you were one of the most encouraging, I want you to know people during that time. I feel like it's like marriage. There's nothing that can fully prepare you to step into that. And then when you're a business owner, it is another layer to that, another layer of balance and navigating in what to take on. And I think you said it well, Michelle, of like, it gets to a point where you do have to build

for your family first, not basing how you're building around all of your clients. And I see that all the time where photographers get so stuck because they weren't charging a certain amount for so long or their competition charges this or they don't wanna offend their uncle who's a photographer who's doing this. And it's like at the end of the day, you know, your kids are gonna remember how you were in the home. If you're hustling around trying to do all the things for everyone, it's just not going to work.

Michelle (18:41.644)
Yeah. Yeah.

Christa (18:43.05)
And I think it's so cool that you can be, and you are such a present mom. And I know you've had a lot go on this year where you've had to be very present for your family. And you've still just served your clients so well.

Michelle (18:57.282)
Thank you. I appreciate that. I'm, I'm trying, it helps to have a studio manager for sure. Like I would say that's the biggest thing. And I love that you recommend that of course in the course. So that was a really big thing for me. It was like, okay, no, I didn't gonna need help with this. But even with hiring her paying her the expenses, like you're still, I was still able to come out ahead of the year before. And I felt like I worked

Christa (19:03.188)
Yeah. It's starting to outsource.

Michelle (19:23.872)
less. So I feel like that alone is a testament for how this can work for you.

Christa (19:25.706)
Yes.

Christa (19:30.218)
Yeah. And for you, especially just to make sure that we shed enough light on your success. You didn't hire a manager to get you to the next level. Like you definitely took, you know, the horse by the reins or whatever you want to say. And like you took that step and then brought someone in to hand off what could be handed off. And Michelle and I both really liked the book, buy back your time. Find out who the author is credit where credit is due. Another book rec for our book club.

Michelle (19:56.46)
another book rec.

Christa (19:59.71)
by Dan Martell. That's a great one. So yeah, absolutely, Michelle. It's been so cool to see you scale and just figure out like a good balance now moving forward into the years as your girlies grow. They're so sweet. Yeah, they're precious. Michelle, what would you say to the photographer who, let's say Michelle was at a similar spot to you where love their clients. Obviously their work is great.

but are just hitting that point of like, is running me ragged. Maybe they're afraid to shift to full service if it will work for them, if clients will leave them, if their town can support it. Like, what would you say to that photographer who's on the verge of seeing, I need to take this next step?

Michelle (20:47.872)
really, whatever you you know, whatever you put your mind to is going to work. I feel like this idea that this isn't going to work for me is just an excuse. Like if you're telling yourself it's not going to work for you, then it's not going work for you. But if you want it to work for your life for your family for your business, like if you want it, you're going to figure it out. So it's just a mindset thing, you know, to get out of your own way. And you have to just

Christa (20:56.758)
Mm

Christa (21:10.324)
Yeah.

Michelle (21:14.508)
I mean, you lay it out so well. I think that's what's so helpful is like, I've been doing this for so long, like so many years. And I would have never made this change if I had not jumped into this program and then had your support. I would like I just I know that. And seeing how it was laid out so perfectly. Like I kind of thought in my head when you first reach out to me like after I had applied for the program, I was I was like, I could just figure out

Christa (21:20.427)
You

Christa (21:27.626)
Okay, yeah, right.

Michelle (21:39.736)
what she's charging, like what you know, what is the normal rate of like, okay, the album costs for $400. Like, what do I sell for, you know, just the general basic principles. And I'm like, there's, there's no way I would have had the success that I have. If I had just done that, like even just learning that wasn't enough. Like it was all the steps that you gave in the program. And just all the mindset work and the selling like teaching you how to sell.

Christa (21:41.579)
Mm -hmm.

Christa (21:47.435)
Right.

Christa (21:55.744)
Great. Yeah.

Michelle (22:06.264)
I think is one of the most valuable things of uncapped because then once you see the value and what you're doing, then it's really easy to convey that to your clients. But if you're like, I was always stuck behind the idea. my gosh, if it now was $1 like I can't fathom my clients paying that even my clients were paying, you know, a thousand dollars for just their photos. Like I was like, my gosh, they'll never do it. They'll never do it. But now it's totally different. Like the way that it's structured, the way that you lay it out.

Christa (22:09.867)
Yeah.

Christa (22:16.09)
yeah.

Michelle (22:35.486)
is just so beautiful. Like it's just it makes it all make sense. you said, you're like, okay, I can do this. Yes, this is worth it. Like just changing your mindset in the way that you you speak about what you do, I think is such a powerful piece of uncapped.

Christa (22:39.21)
Michelle, you're gonna make me cry.

Christa (22:55.232)
Yeah. So much, feel like Michelle of like getting to that next level of business is mindset. And I, and like you said, you have to have both like the know -how, but also you're right. If you come in thinking of every way it won't work, it won't work. And it's, use the example of there's coaches that I've hired that have gotten me, know, tens of thousands ahead and other students have zero results when it was the same content, right? Cause you come in ready to go and ready to do the work or not. Yeah. So.

Michelle (23:21.581)
Right.

Christa (23:23.998)
And you came in just to like credit Michelle. Like she didn't come in, kick her feet back, watch Netflix while she was halfway going through the modules. Like you really came in ready to go, like made your ROI back within the very first sale. now Michelle, think one really cool thing is I know you and I have continued coaching together. you've continued to excel that average and to look at like what you want to do next, knowing that average can grow. And it's not just, you know, here's how to have a quick win. It's like you've, you've

made a new lifestyle for you and your family and even how your shooting calendar is going to look and how we're going to hit those 10, 20 K months with, without you having to run ragged. And I'm just so proud of you for that, for putting in the work for like being such an inspiration. So Michelle, I'll put, I'll link your Instagram and the show notes. Any other way people can connect with you is Instagram good? Awesome. Well, Michelle, thank you so much for joining me today and remind us where you are located.

Michelle (24:16.088)
And yeah, that works.

Michelle (24:23.456)
I live in Houston. Yeah. Maybe not why people don't usually say like Houston is so beautiful, but the people here are great. I will say.

Christa (24:25.058)
so beautiful. I can't wait.

Christa (24:33.278)
I feel like it's such a cool vibe though. feel like Michelle, all the influencers now are from Houston. Like everyone's like beautiful over there, you know? We're just little hicks in. I know they are. We're just like a bunch of hicks over here in South Carolina. gosh. Well, I can't wait to hug you next week at our retreat. Thank you so much for taking the time, Michelle. I really appreciate it.

Michelle (24:38.679)
That's so funny.

Michelle (24:42.744)
I will say, they say that a lot. People in Texas, the women in Texas are beautiful.

No, you're beautiful.

Michelle (24:59.892)
I'm so excited and I'm just so grateful for you.

Christa (25:02.71)
I feel the same.