Peter: Hey, what's going on, everyone? It's Peter Byram, and we have one of our members of the Next Level photography community with us today, Sara Whittaker. Sara started working with us about five weeks ago, toward the end of February. In those five weeks, with all the COVID stuff going on, she's booked five weddings, and she has another two in the pipeline that are just finalizing some things. You're proving it can be done, even with everything going on in the world. Sara, introduce yourself and tell us about your business.

Sara: Hi, guys. I'm Sara, and I live in San Diego, California. A lot of people say it's a heavily saturated market, so I had that in the back of my brain all the time, thinking, I'm not going to book as many weddings as I want at the price point I want. There are too many photographers here. I was really struggling to get bookings. I wasn't doing terribly, but I wasn't doing as well as I'd have liked. I was spending a lot of money on other programs, marketing tools and courses from other photographers, and nothing seemed to work. So I joined your group.

Peter: How long have you been shooting weddings?

Sara: Full-time for three and a half years.

Peter: What was the biggest challenge you were facing?

Sara: There were a few. I don't think I was being seen as much, because I wasn't putting money into something like The Knot, where it felt like a lot of people were getting seen. I was doing a lot of marketing on my own, trying to keep up with SEO, and I had Google ads. No matter what I did, I wasn't getting enough traffic to my website, my Instagram or my Facebook. I'd check my website every day, looking at who'd been on it, and a lot of it was spam, from other countries, not here in California. It was really challenging to get the right people to even see my work.

Peter: A lot of photographers focus on SEO. What exactly were you doing?

Sara: I was trying to blog twice a week, which is great, but SEO takes time. It's not an overnight situation. All that blogging might help me in the long run, but I needed bookings right now, and that wasn't happening.

Peter: It's a long-term strategy, and it can be frustrating, because you put in all this work but aren't getting inquiries or having conversations with brides.

Sara: The inquiries I did get were few and far between, and most of them ghosted me. I hadn't learned how to build up communication with them and become their friends, which is something I've learned from your program. Getting to become friends with people and then booking them, instead of, "Here's my information. Hope you book."

Peter: That ghosting happens a lot. Someone inquires, you send prices and they disappear. Did you ever go the WeddingWire route?

Sara: I did WeddingWire maybe a year and a half ago. I also did Wandering Weddings, because the fee was about $20 a month, and I liked that they only featured five photographers per region. California is huge, so they had Northern and Southern California, each with five photographers. But I only booked one very, very small elopement package. So I spent about $20 times 12, and I probably didn't even make that back. It really wasn't worth it.

Peter: You also bought other courses and tried other photographers' programs, and they didn't work for you. Why do you think that was?

Sara: I don't want to talk negatively about anybody. I think those photographers found a way that works specifically for them, and it's not one-size-fits-all. What works for them isn't going to work for me or the next person, because we don't have the same style or the same characteristics. It's not dialed in. It's just, "Hey, try this. This is what I do." I also tried another marketing course that was similar to yours in some ways, but they took a completely different route. It was, "Here's how to get leads through ad copy." You write the ad copy, then sit back and hope to book. It didn't get into talking to people like your course does. It was, "Here's what you should write, they'll come to you." But they didn't come to you.

Peter: And even if they do, you're back in the same situation. You have an inquiry, but what we want is clients. We want weddings booked on the calendar.

Sara: With that other course, I spent close to $300 on ads and got two leads, and neither of them replied after I messaged them.

Peter: It's about connecting with people and building relationships, and you've done that really well. How did you first hear about me?

Sara: I think you reached out to me. I'd heard of you before. I was helping a friend at her coffee shop for the day when your message popped up. I messaged you back, and we got on a call.

Peter: And why did you end up doing it?

Sara: As you'll recall, I did not want to spend any more money. I'd already bought so many courses that didn't work for me, and I was ready to give up. But you really sold me. You were confident in what you were doing. I'd looked at some of your reviews and testimonials. I don't know exactly what it was, but it felt right. It felt like, if I put in the work on this one, I'll get results. With the other ones, I'd put in the work, because I'm a hard worker, but there was a slim chance it would pan out for me. This just felt like if I did the work, I would get results.

Peter: So you joined. Then what happened?

Sara: I watched as many of the videos as I could right away. It took me a couple of weeks. Then I got set up with the week-four video and was ready to go. I wanted to get to work. So I watched the other videos, set up all the functioning parts and hit the ground running.

Peter: For people listening, in week four you build your funnel, a couple of pages that we send traffic to from social media. What was that like?

Sara: At first it was a little frustrating, because I'm not a tech-savvy person. I did a lot of my own research and watched YouTube videos, and you were great about getting on a couple of FaceTimes with me to walk me through things I was having trouble with. That's something I really appreciate about you and your course. I spent so much money on other courses and was left to my own devices. But you're still here, walking me through things when I have issues. And I love having the calls every two weeks, hearing what challenges other people are having. I feel like I'm in a community, not left on my own with a bunch of videos and no answers.

Peter: Even without being tech savvy, you got going pretty quickly. What motivated you to grind and make it happen?

Sara: I'm a hard worker. I want to feel successful. Even if I have a great week and then two days without a call, I feel unsuccessful. I also see photographers here in San Diego who are completely booked out, and I look at their work and my work and think, I'm just as good, if not better. Why? I really wanted to feel like I wasn't failing. The fear of failing pushed me harder instead of bringing me down. I want to be able to take care of myself and my family, and if something crazy like this were to happen, to be okay through it.

Peter: And here we are. There's a great quote: pain is an excellent teacher, if you'll listen to it. When your back is against the wall and you decide you're going to make it work no matter what, that determination propels you forward.

Peter: Once you got your funnel set up, what happened next?

Sara: I ran the ad and started getting leads, three or four a day. Then they petered out, so I shut down the ad and focused on what I had, which was about 18 leads. I texted all of them and told them what was going on, and almost all of them, except maybe two, texted me back. We chatted about what I could offer them and some of the options. One couple immediately said, "Let's do it," and booked within about three days. Quite a few others really wanted to work with me, but because of COVID and people's finances, they promised that when they could book, they would. It's a strange time and a lot more challenging, but I think it can still be done. A couple of weeks later, I ran another ad that was a little different. I wanted to change it up and see what I could get out of it. I got fewer leads, about 10, but I booked two of them within about two days.

Peter: So in the five weeks since you joined, you've generated 28 leads through paid ads, in the middle of a pandemic, and from those and your other efforts you've booked five weddings. You've also booked some people through organic methods. Can you talk about that?

Sara: Those are both interesting, because I didn't put that much work into them. I was on Instagram one night and went through a lot of the venues here in San Diego. I liked posts from the last 10 people who'd followed each venue, for four or five venues. I woke up the next morning with two people in my DMs asking for package pricing. I sent them that and immediately started a conversation: "Where are you getting married? I know this is a crazy time. Is there anything I can offer to help you plan through all this?" One of them happened to be getting married at a venue I know really well, so we had a ton to talk about. I was able to give her a lot of insight into the manager who runs the place and great photo spots around the location. She was super grateful that I walked her through the venue when she couldn't visit it, and I think that's why she booked me. I also had a lead from my last ad set who left her information, then emailed me through my website because I hadn't gotten back to her within a day. She said, "I really like your work. I don't care if I win this thing. I just want to book you." She's a little further out, but I sent her all my information, and she's ready to book when she can.

Peter: So far, you've booked three weddings through ads and two through organic methods on Instagram, and another three are very likely. What do you mean when you say they've promised?

Sara: Since our last conversation, they've texted me about where they are in their planning and what they want for the engagement session that comes with my package, and said, "As soon as we can pull the trigger on the venue, we'll book you." So I'd say they're 90 to 95% likely.

Peter: So in total, eight weddings: five booked and three very likely. When we first spoke, you said Instagram hadn't really worked for you in the past. What changed?

Sara: Honestly, overall confidence, and being able to contact people and say, "Hey, here are some things I can help you with. Don't worry about booking anything right now. Let's just chat." I don't think I was able to have those conversations before. Because I wasn't booking as much as I'd have liked, my confidence was pretty low. But right now, I feel super good about where my business is and where it's going to go, especially when the COVID situation is over. That's given me a lot more confidence in talking to people.

Peter: Confidence leads to more bookings, which leads to more confidence. If you're feeling down, you're less likely to go out and talk to people and sell yourself.

Peter: A lot of photographers get inquiries, send back their pricing and get ghosted. You found a way to turn inquiries into conversations where you're not even talking about collections right away, and then they book. Why do you think that works?

Sara: I think part of it is that nobody likes to be sold to. If I'm shopping for a pair of jeans and the salesperson follows me around the entire time, I'm going to leave. I just want to shop in peace. So if you find someone online who might be looking for a wedding photographer, instead of saying, "Here's all my stuff," which can be very annoying, you say, "Hey, I saw you're engaged. I'm curious how you're handling all the planning. Is there anything I can help with? I have a lot of time right now." That gets them thinking, "Oh, yes, I could use some help."

Peter: So you offer some value and help. How do you get them to a call?

Sara: I have a Facebook group set up. If I notice someone who might be engaged, I invite them: "I have a Facebook group specifically for brides and grooms. It's a place to share frustrations, feelings and what you're excited about. You might find it useful." They come to the group and see photos I post every day and helpful content. I made a PDF of some of my favorite vendors in San Diego, like florists and hair and makeup, so they get a lot of resources there. They see it daily, so I'm constantly on their minds.

Peter: And how do you get them on a call?

Sara: The people I booked organically, I actually didn't have calls with. They said, "You were super helpful with this. I'd love to work with you. Can you send me a contract?"

Peter: So you bypassed the call. They were already sold. That speaks to your ability to connect over Messenger, and the quality of your work doesn't hurt either.

Sara: I was scrolling through Facebook last night, and one group was doing a fun thing where you post your website and someone tells you what the perfect client would be for you, based on how much of yourself you've put into it. Looking at some of those websites, I had no idea who those photographers were. What do you love to do? What makes you special? Why should I hire you? Then I looked at my own website and saw where I could add a little more. But I think on my site you can see exactly who I am. I think it's really important to show who you are, not only in your work, but in your verbiage on your site and in your ad copy, and let people know why they should book you.

Peter: It connects with people, and it resonates with the people you want to attract.

Sara: Exactly. I think that's where you get your dream clients: when they read about you, not when you market directly to them.

Peter: So you've booked five weddings in five weeks and have three more likely to close. Where do you want to take your business over the next year?

Sara: At first, I just wanted to book enough to pay my rent. Now I want to pay my rent and be very comfortable. I want to take vacations when I want, and eventually I'd love to have an associate shooter program. I think about what I'll do down the road, and I want my business set up to keep making money even when I'm not running it. I want to be set.

Peter: Do you feel like you can work toward that over the next 12 months?

Sara: Absolutely. I looked at my calendar today and thought, I'm going to be fine in 2021. Right now it's a little scary, because I'm booking things but not shooting anything. But knowing I can still book and get deposits is very comforting. Those deposits are helping a lot in this crazy time. And I'll probably be working every weekend next year, which I'm happy about, because I love to work.

Peter: It makes sense to build associates. Once you know you can generate leads and get people booked, there's no reason you can't fill other photographers' calendars under your studio's name.

Peter: You've seen what other members go through. What's your number one piece of advice for someone who's just starting or struggling?

Sara: Just stick with it. Don't give up. I've had a lot of rough days where I've wondered whether I should keep doing this. Last year I struggled so much with bookings, and I was buying course after course, and things just weren't working. But with a course that works, you still have to put in the work yourself. You can't rely on anything to happen magically. So take the course and your work ethic and mesh them together. Keep trying things. If an ad isn't working, tweak it. Change your ad copy. Just keep going.

Peter: Being relentless.

Sara: A lot of people have told me, "You're getting in your own way. Maybe you should shoot something else, like product photography." That's not what I love to do. So I'm going to keep pushing until I get what I want, and this is what I want.

Peter: What's been the most helpful thing you've learned since working with me?

Sara: Definitely the way we do ads. I'd done a lot of ads before in a completely different way, and they didn't work at all. Your method of setting up ads has improved everything. I'd never gotten that many leads before. And along with that, learning how to communicate with people and having a process for really talking to them. Before, it was, "Oh, you like my work? Here's my stuff." I never really thought about just talking. I learned that through the first text message, then a call, then another call, getting to know people at each step.

Peter: There's a big focus these days on Facebook ads, and they're powerful. But there isn't as much talk about what comes after the ad.

Sara: Exactly. That's what I was saying about the other courses. It was, "Here's how to write the perfect ad copy. Now send it out." And then you wait. Am I waiting for people to contact me? Am I supposed to contact them? What do I do now? Nobody tells you what to do after.

Peter: It's the whole sales process. Sales is an art in itself, and we do it so it doesn't feel like being a sleazy car salesman. We're connecting with people and helping them figure out what they want.

Sara: That was something I really struggled with. I didn't want to feel like I was selling people. I've been able to take what I've learned from you, make it my own and mesh it together, and it's been working really well.

Peter: What would you say to a wedding photographer who isn't yet a member of Next Level and is on the fence?

Sara: It's worth it. There are no guarantees. But I've already earned back what I spent on the course plus what I spent on ads, and way more, in five weeks. If you put in the work, you work your little booty off, it's going to come back. I was struggling with how to survive and not give up and go work in an office somewhere. That's not what I wanted. So invest, and put in the work. It's not going to happen on its own. That's been my biggest lesson. I was on the fence too. I really didn't want to spend any more money on marketing. But I took the course, put in the work, and here we are. I've booked five weddings in five weeks, during COVID. That's more than I'd booked at one point before COVID.

Peter: We have a proven process and calls where we support each other, but it's not a magic wand. You still have to put in the work. What does that look like for you?

Sara: Look inside and figure out who you are as a person, as a photographer and as a business owner. Keep what's working and throw away what isn't. Keep trying new things. If your ad copy isn't working, write a new one. Put yourself into it. New ads, throw one out, put a new one in. Watch all the videos, listen to the calls every couple of weeks and take what's working for other people and blend it all together. You can't just watch the videos, set it up and sit back. Every single day I'm looking at my ad copy, my group, my Business Manager, how much I'm spending, what's working and where I can put more of myself into my website and Instagram. We're stuck at home, and that's hard, but this is the perfect time to get to work. It's the perfect time to fix your website and set up multiple ads to figure out what works for you.

Peter: Sara, amazing results. Five weddings booked in five weeks, another three in the pipeline and a predictable process to keep booking. I'm excited to see where you take this business, and to help you build out those associates.

Sara: I'm excited. Just keep grinding.