From $489 Sessions to a $4K Sale: How Erin’s Frames Fly Off the Shelf

Want to connect with Erin? Follow her on Instagram: https://www.instagram.com/erinbellesphotographyct

Summary

In this conversation, Erin Belles, a portrait photographer and framer, shares her journey from struggling with her photography business to achieving significant financial success. She discusses the importance of tracking expenses, transitioning from a shoot-and-burn model to selling prints and products, and the mindset shifts necessary for photographers to thrive. Erin emphasizes the value of consistency in marketing and the emotional connection that photography creates for families. She also shares her experience of building a custom framing business and the importance of educating clients about the value of professional photography.

Takeaways

• Tracking expenses revealed the need for change in my business.
• Transitioning to selling prints was a game changer.
• Mindset is crucial for success in photography.
• You may not be your ideal customer; find your market.
• Take the leap of faith to invest in your business.
• Photography is a valuable investment for families.
• Consistency in marketing leads to long-term success.
• Educate clients on the value of your services.
• Custom framing adds a personal touch to photography.
• Overcoming challenges is part of the journey.

Thinking about joining Uncapped or Intensive coaching? 

DM me the word COACH to www.instagram.com/christa_rene for a no pressure convo on if this could help your business grow to the next level.

Thanks for listening! We’d LOVE if you left us a review!
Connect with Christa on Instagram HERE!
Enjoy a free 20-min training on adding $50k in income from products HERE!
Apply for Uncapped HERE!

Transcript

Christa (00:00.982)
Welcome everyone, I'm so excited to be here with Erin Bella's photo and she is a portrait photographer and framer based in Fairfield, Connecticut. And I had the joy of meeting Erin last year and getting to coach her and she has such an incredible story. Her passion for what she does is just unparalleled. She was the girl at our last retreat that I was telling her there were a lot of side conversations going on like, did you know Erin does X, Y, Z? Like just such a cool person and also one of those people that you chat with.

and they are just so genuine and intentional and I just had to bring her on to share with you guys. So welcome, Erin.

Erin Belles (00:37.944)
Thank you, Krista. That is so nice of you to say. Just want to say thank you for having me because this is so much fun.

Christa (00:43.54)
Yes, my gosh, I know, I was so honored and excited. And I just remember, you know, obviously you're in inner circle now, but like our conversations on the last retreat and just how you intentionally pour into everyone around you. So she has so much insight for y'all to hear. And I want you just to share Erin a little bit just about your story, maybe past the, you picked up your camera getting things going, but like, what kind of happened over the last year that got you to where you are now?

Erin Belles (01:11.872)
Yeah. So I will say that over the last year, the main thing that really pushed me over the edge to say, okay, I'm done with shooting burn. I need to go further. I need to make money was really tracking my expenses. And I know it's so easy to just buy something and say, all right, I'll expense that. I'll expense that. You know, that's a photography pop here or an outfit there. But I started really tracking, you know, my sales and my expenses. And at the end of the year I looked and I was like, Hmm, I didn't make any money.

You know, and I'm like, I'm pouring my heart out like day in, day out, because I love this business and I'm obsessed with photography and I do custom framing, but got to a point where I was like, I have two kids, they're very young. My time is so valuable, more valuable than ever because of my kids. If I'm going to be sitting in my studio, editing photos and not playing with my kids, like it better be worth it. It better not be free. It's, you know, I better be making money. So.

That kind of pushed me to edge. got sick of it. And I was just like, you know what? The next step is really selling prints and products. And I've always heard on podcasts like IPS, IPS, and I've never been a salesperson. I'm like, I'm never going to do that. That's too scary. And then for some reason, Krista, you kept popping up on my Instagram with this uncapped method. And I'm like, it was the perfect timing. And I feel like it's magic because I was like, who's this person? I've never heard of her. I don't know. I'm always so skeptic, you know?

Christa (02:29.996)
Yeah.

Christa (02:36.074)
for sure.

Erin Belles (02:37.902)
Yeah, so we we got in touch. I reached out we had a conversation I was very interested, but I'm like this is way too much money for me for me at the time Obviously, I'm not making any money. So I'm like, I don't know I can do it myself and I had that second conversation with you where you were like Hey, let me know what you're thinking and I'm like, know, I'm just gonna be honest So I was like Krista. I think I can do it myself. I'm not sure I can spend the money and you were like I'm gonna be honest. No, you can't do it yourself because I have a proven way and you were nice

But I needed that firm handhold. And you were like confident and you made me feel secure. And I was like, okay, I feel like I'm trust this woman. We connected. So, you know, I took a leap of faith and got into the program and I was like, boom, boom, boom. You laid it out so easily, step by step. This is what you do. And it was easy. So rambling on a little bit, but I think it just takes someone to kind of like.

whether you're looking at your expenses and your sales and being like, got to change it up or something happens and you just need to make that shift. anyone who's listening to this and already thinking about it, you know, I'm like, take that leap of faith because everything changes. Everything changes, not only in business, but personal life. Like I literally am a different person.

Christa (03:49.014)
Yeah. Mmm.

Christa (03:56.494)
Erin, you're so sweet. my gosh. And one thing that you brought up that I wanted to kind of like pause on and dig in deeper is you had mentioned, you you were so passionate about shooting and what you were doing, but the numbers weren't aligning. And I think sometimes Erin, photographers think, well, it has to be one or the other. Either I'm gonna hate my business, but the numbers make sense, or I'm gonna love it and not make any money. And that just simply can't be the case, right? And like, I think there's so many shoot and burn photographers out there that have incredible work who just...

don't know their numbers.

Erin Belles (04:28.046)
Right, and don't make any money. And I feel like it's such a shame for our industry to be kind of just not valued to its worth. I mean, you think about all the other industries, and I feel like I've mentioned this before, I think about, you and much respect to my plumbers and my electricians, but you know, when they come over, I don't blink an eye when they spend 30 minutes and they charge me $300. I'm like, you know what? I'm sitting here pouring my heart and soul into this.

Christa (04:33.952)
Yeah.

Erin Belles (04:54.998)
work of art for your family that you will love forever and yet I'm not even making money on it so it just doesn't add up, you know?

Christa (05:01.681)
Exactly like you said, I think we are one of the industries with the biggest mindset money blocks, right? You don't see plumbers and electricians racing to the bottom on Facebook threads. Like, I'll unclog your sink for 200, I'll do it for 100. Yet like, we pour, just to build my portfolio, but like, we do so much and pour so much out, we deserve to be compensated. So Erin, I'm excited about this. If you don't mind, dig into us what that first sale looked like for you, and then I think we can transition into like,

Erin Belles (05:07.232)
Yeah.

Erin Belles (05:10.903)
Right.

Yeah, right, for free, just a, yeah.

Yeah.

Christa (05:30.343)
some of the really cool things that you specifically, no one has ever been on the podcast who does what you do specifically that I wanna go into, how you serve your clients at that next step in a more personal way. So walk us through like what that first sale with Uncapped looked like.

Erin Belles (05:42.658)
Yes.

Okay, so I dug in like crazy to uncapped, went through all the modules and built out my studio menu, upped my prices, changed my strategy and my process so that that first client was a referral from a friend. I didn't know them. They had two young kids. I called them on the phone. said, I'd like to set up a design consultation. They're like, well, what is that? And so I kind of rambled on a bit because it was my first one, but eventually got over to their house.

you know, talked about custom framing, talked about the albums and they were all in. They had these two beautiful babies. One was just under one year old and one was two. And they were like, we want this wall of custom frames. I'm like, perfect. Here I am. And so we did the session. Then we had the reveal session. I went back to their house, brought my laptop, showed them their images of the slideshow. The dad is crying. I'm like, this is so beautiful. And they loved everything. So they bought my, my biggest package.

and at the time with my first one, I didn't force, not force, but I didn't offer an album. I offered custom framing. So they took me up on that and the first sale was $4,000. So, and not only was it 4,000, it was, it was four custom frames. And when I talk about custom frame pricing, if you go to your local framer, you know, you're going to spend hundreds of dollars per frame, but

Christa (06:58.687)
How?

Erin Belles (07:13.41)
With me, I have my own custom framing business. I think, you know, my costs are so low that, I mean, my hourly net profit was out of control. Like insane, you know, so high compared to what I had been making that I was off to the races after that one.

Christa (07:25.447)
Amazing.

Christa (07:30.802)
Amazing. So it was a $4,000 sale. What would you have charged before? Maybe a year prior for a session, that same session.

Erin Belles (07:38.574)
Oh my gosh. So a year prior, I looked back at my numbers and my average was 489 per session. And that was a combination of $600 sessions, which to me was like, you know, big time. Like that was amazing. Um, and then I did a lot of like mini sessions. I would call them one-off mini sessions, you know, instead of like 200 or 295 for a mini during a mini event, I would do a 350 session.

Christa (07:51.123)
Yeah.

Erin Belles (08:03.104)
And I would always go overboard. So I would shoot it like it was a fall, you know, it offered them like a hundred photos in their gallery. They could pick 10. So yeah, from like 400 and change to 4,000 in, with the matter of months.

Christa (08:16.509)
That is wild, Erin. I love it. And then I know we chatted before. What is your average now per session? I'd love to hear.

Erin Belles (08:24.718)
It's just under 1700. It's 1668 to be exact because yeah, and I've only been in uncapped since August. So if you think about it, it's only been about six months. And through the fall and the winter, I'd say the majority of my sessions were over a thousand, like I said, some 25, some 3000, 4000. So they've all been up there and it's like, I'm just really

Christa (08:27.892)
Wow.

Christa (08:37.95)
Yeah

Erin Belles (08:54.072)
have my mindset focused on, this is what people want. Let me show you with excitement the value because you have to have a genuine emotion. You can't just be like, this is what I offer. It has to be like, my gosh, look at this. And they will want it. I want it. Everyone should want it of their family.

Christa (08:57.693)
Yes.

Christa (09:10.503)
Yeah.

Yeah, and your emotion, you had touched on this really quick. We're gonna get back to it. It's so genuine that you started building your own framing and custom framing for your clients. Like Erin, that is amazing.

Erin Belles (09:29.978)
I was trying to pinpoint back when, because someone else asked me like, when did you start that? Why did you start that? I'm like, I don't even know. just, I think it's because I've always been a big fan of custom framing and I've, you know, I spent $600 for a frame. And the last one that I bought, was like really talking to the guy at the desk and being like, oh, so what do you guys do with that? Like, how do you do that? And just so interested. And I'm like, I'm also a handy person. I like woodworking. I make, I build desks and refinish things.

Christa (09:32.359)
Yeah.

Yeah, I don't even know.

Mmm.

Erin Belles (09:59.014)
I was like, I can do that. And so I Googled like how to start a custom frame business. I found a guy who's since retired in Connecticut that does a three day workshop, went right away and did that and started buying all the equipment, built a workshop and fully like set up and my business is running and it's so much fun.

Christa (10:01.437)
Yeah.

Christa (10:21.693)
That is amazing. And that was something Erin brought up. And obviously I teach how to do custom, like how to obviously not put it together yourself, but like utilize custom framing. So all the girls at our retreat were like, Erin, you do what? Can I buy my frames from you? So one thing you had gone into Erin that I think is very strong about you, you quickly mentioned, you know, mindset and just keeping that positive mindset of just assuming everybody wants this, everyone needs this, everyone loves this.

Erin Belles (10:37.548)
Yeah.

Christa (10:51.387)
And as your coach over the last year, I think that's why you skipped a lot of steps that other photographers get hung up out of like, no, I don't really know if I want products. You just assume and share the value. do you have any advice or points you'd maybe share with the photographer that maybe finds a really tripped up in their mindset? see like, I'm actually the one kind of sabotaging and stopping the sale. Any tips for them?

Erin Belles (11:13.654)
Yes. yes. Absolutely. Like I think back, what I wish I would have been told is that, you know, you may not be your ideal customer. You may not spend more than $300 and that's okay. You know, understanding the marketplace, there is a big market for people who will spend one, two, three, five, $8,000 on photography, on family portrait photography. you know,

Christa (11:21.094)
Mm-hmm.

Erin Belles (11:41.23)
It's factual. It's out there. It's just, do you find it? How do you believe that it's there? And sometimes for me, was like experiencing it that first time with the $4,000 sale. I had to have that to fully be invested. You it's almost like, I'll believe it when I see it. So, but for the people listening that haven't experienced it yet, like for whatever it's worth, take it from me, you know, take it from a regular person who was, you know, charging $400. And now here I am.

Christa (11:54.61)
Yeah, I understand. Yes.

Erin Belles (12:09.58)
You just got to take that leap of faith. You got to know that they're out there. You got to speak to them. You have to educate them because, you know, there are people out there. All they know is that $300 photographer. You know, they've got little kids every year. They find that mini session. That's all they know. Why would they offer up? Hey, I'll spend $4,000. No, they're not going to offer it up. You come to them, you show them the value. You say, look at this album. Look at these custom frames. Like,

when I walk by this on the wall, like I smile because I'll never see that baby roll again. I'll never see that newborn live again, you know? So you show them and there are people who have that money and even if they don't, they're gonna see it and say, I'll save up for three years from now. I'm gonna get those frames, you know, people will make it happen.

Christa (12:54.866)
Yeah, they do, they do. And I love how you had started with, y'all, I hope you're taking notes. I'm taking notes over here. I love how you started with like, hey, I'm not like a salesperson. It's not like I had a background being like a car salesman or something, but because, this is, think Erin, this is like the breakdown when people have like the ick from sales is they maybe have a poor experience personally from it versus really just educating and sharing the value. Like you said, it's not that someone thinking that you might charge $300 isn't a fit. It's just that.

They don't know. And I didn't know before I offered this. And then I have albums that I bought super economically cheaply from consumer grade sites falling apart versus now I see like, this is why you do it. Yeah.

Erin Belles (13:37.614)
Right, right, that there are people out there. I kind of think about this as that people will spend thousands and thousands of dollars on interior design. An interior decorator come in and help, right? Or they will spend thousands of dollars on designer clothing. Or what is your thing where you really value and you will spend the money? So finding those people who really value photography, I mean, photography is...

Christa (13:48.944)
Mmm.

Erin Belles (14:04.814)
is classic. Like it's you, it's your family, it's history, it's like pass it down. It's so much more meaningful in my opinion and in a lot of people's opinions probably that that's much more valuable than spending it on, you know, a million other things that people spend money on. So how do we speak to and educate those people and find those people?

Christa (14:16.068)
Yeah.

Christa (14:21.594)
Yeah.

Christa (14:25.485)
Exactly and that's something Aaron that I teach of just like your your clients all don't have to be rolling up in Land Rovers some of them Yes, but you might have that client who this is just what they value even if it's not showing in other areas And I've seen that time and time again But one thing that I had told Aaron I want her to touch on that Aaron you specifically do really well Which we will link your Instagram in the show notes, but if you go on Aaron's Instagram website if

Erin Belles (14:33.763)
Right.

Erin Belles (14:41.025)
Exactly.

Christa (14:52.337)
when she gets out some of the projects that she's working on. Erin, one thing you do is you just speak very clearly to that client who would benefit from this service. You aren't sitting around trying to convince people that they have to have this or going back and forth or going on rants on, know, now everyone's telling me, you know, what's happening. You very much, feel like, and I teach this like,

Erin Belles (15:16.194)
Mm-hmm.

Christa (15:18.728)
stepped into that next level photographer, that next level business owner, which got you there so much faster that I think you blew at least 20 grand past your goal for last year.

Erin Belles (15:30.882)
Yeah, yeah, yeah.

Christa (15:31.876)
So could you share some insight if someone's like, how do you do that?

Erin Belles (15:38.614)
You know, I think it comes from that, that passion. So I think it comes from just loving it so much and just wanting to share it with the world. And maybe that doesn't come natural to you, but I think you just maybe, you know, in your social media or, know, in your, if you have an email list, when you send your weekly emails or monthly or whatever, just keep sharing it. Keep talking about the gorgeous album. Keep talking about.

Christa (15:41.743)
Mmm.

Erin Belles (16:07.254)
you know, the importance of, it sounds cliche, like capturing those moments or, you know, because your children will never be the same. And I know that's also cliche, but you, they won't. And when you look back at those photos, especially if you have them printed or in an album, you will just always be happy. Like you would just look at it and be happy. It is, you're selling an emotion, like a tangible emotion and just continuing to

Christa (16:33.315)
Yeah, I love that.

Erin Belles (16:37.39)
to share. I think a lot of it for me also has been being more consistent on social media. And it doesn't even have to be like the most beautifully thought out, perfect copy, know, or a caption or hook. It's like just showing up, being top of mind. Like, hey, I'm the photographer for you. You know, finally when they do come around to being like, I got to those family photos, there I am, you know? And so be that top of mind photographer.

Christa (17:02.916)
Yeah, and playing that long game, I know it can be hard and right. Like I think sometimes we all get in retest photographers where we're like, I want some quick wins, but it's like, no, you have to keep showing up consistently because those long-term wins do pay off. And I'm thinking for you too, like obviously your children are older than my daughter of even thinking back to like, what did I do with images of her? You know, that I didn't have, I actually had one of my past students photograph her newborns for that reason, because I knew I wouldn't get around to it.

Erin Belles (17:15.651)
Mm-hmm.

Christa (17:31.853)
And I didn't buy any wall art from her. Cause I was like, I'll just, I'll just do it. It's literally my thing, right? Like I have my own custom framing shop down the road I have a partnership with. And I never got to it because it's like, you're just, you're so busy and now she's over a year. And you're right. That time goes by so fast. It's like, did you have to reflect back to, like your kids growing up and kind of how that felt as a mom?

Erin Belles (17:55.19)
Yes. Yeah. I'm the same exact way. It's so maybe it's like, you know, you, the photographer who doesn't take photos of their kids. take a million photos of my kids, but you're right. Do I print them out and frame them? I'm starting to now, but what I think about your process is with the design consultation with the reveal, it's like, it's like helping. Did I lose you? No. Okay. It's like helping them.

Christa (18:03.437)
Yes. Yeah.

Christa (18:20.174)
Yep, you're still there. You're good. Yeah, you're good.

Erin Belles (18:24.462)
take those moments that they would otherwise not take. It's almost just like it's that hidden benefit. It's like, we're sitting here, okay, I'm doing this consultation, she's gonna talk about outfits, but little do we know that that all helps with them just really solidifying like, I am gonna put those on the wall or, I'm gonna put it in an album. Time flies, things are, we're busy, we would just never think of it. So we are helping them.

Christa (18:25.794)
Mmm.

Erin Belles (18:53.834)
make sure they take that time to make the most of these professional photos. I've said once before on an Instagram post or something, I think like a not printed, a professional photo that's not printed is just as good as a photo you take on your phone because when are you ever going to relook at it? You know, maybe when it pops up like five years ago and, but print it, print those gorgeous photos professionally.

They're such high quality. The printing process your photographer has is so much better than, you know, CVS, Walgreens, whatever. Print them. It's going to be this beautiful work of art that you'll have forever.

Christa (19:32.943)
I love that. And even just how you're like picturing it and framing it to us as listeners, like I know that's what you're doing with your clients is painting the picture and like this is what it can look like to come home and see your baby on the wall and have that album to flip through. So Erin, just to kind of finish out, like one thing I wanted to touch on is people might hear this and be like, my gosh, okay, so Erin just, you know, magically overnight started having these multi-thousand dollar sales, like

No, like I'm sure you got told no. What are some things, because I feel like you have a very, very strong mindset, that you tell yourself when you do face speed bumps or roadblocks or hear no maybe a lot in one week. What is something for our listeners you can give us?

Erin Belles (20:17.314)
Yeah, I've actually kind of been going through that. You know, the winter months in New England are just so bitter cold. Nobody does anything. you know, I go through a couple of weeks without getting a lead and I'm like, my gosh, you know, so I do have to bring myself back. And I do, I remember those great sales. So even if you have one, you know, you go through uncapped, you really do the process, you'll find those people. Just remember that they're out there. Like remember that people rave about your service. I had this family who

just couldn't stop raving about the whole process. There are frames on the wall. They were so happy. And I'm like, if I can make one family that happy, my year is made. You just have to keep remembering that they are out there. There is a market. Just find them. Find them and you'll make it.

Christa (21:04.664)
That is so good. Thank you, Erin, so much for sharing your story with us. If someone is like, this resonated and I need to go check out Erin's feed and see the beautiful custom framing that she does for her clients, where is the best place they can connect with you?

Erin Belles (21:19.988)
Yes, I would love that. is Instagram, probably the best place. And I'm at Aaron Bellis photography CT.

Christa (21:27.181)
Perfect. And we're going to link that in the show notes. But Erin, thank you so much for taking the time just to come and share about what you do and just such good advice for our listeners today. I really, really appreciate you coming aboard.

Erin Belles (21:40.898)
Thank you, Krista.