We were lucky to catch up with Josh Passaretti recently and have shared our conversation below.

Hi Josh , thanks for joining us today. Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?

I think the biggest challenge to profitability in the Video/Photo small business industry is valuing yourself and what you bring to the table. Years ago I used to measure myself up to the competition or give discounts to clientele, thinking I wasn’t good enough or I didn’t want the client to say no to what could possibly be a payday for me. I learned over time that the lower you charge the lower the clientele you attract. You end up getting ever growing expectation with never growing compensation. Being able to name the price that you feel you are worth, and having the confidence to walk away from that client if they cannot meet you in the same stratosphere is a large part of pricing yourself into a profitable environment.

Josh , love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I grew up not knowing what I wanted to be. Only knowing that creativity was in my blood and I didn’t want a run of the mill job that ended up being the same thing daily. I got lucky with an internship at NJPAC where I started to hone my video editing skills. I was then recruited by a High School friend to enter into a startup company that was a bit before it’s time, creating made for mobile content. While I was there, I was surrounded by artists and cameras, and felt that I needed to start to learn what went into the way people told stories on a screen. I started to get on sets as a production assistant and quickly realized that, not only did I love the detail that went into making each moment in a motion picture, but that I wanted to learn and soak up every portion of this industry. The more sets I was on, the more I went home to study why these steadily working professional were making each decision they made on set. I may have been a bit chatty, asking Grip and Gaff a lot of questions but, I was extremely curious. Seeing that I didn’t study this field in college, I felt a bit behind the loop so learning on the job was the only way I was going to get the experience that would propel me into starting my own business.

One thing I tend to tell people when they ask me. “What kind of things do you shoot”, I respond with, ” A little bit of everything”. I have always stood by the idea that if I were to be pigeon hole’d into one avenue in this industry IE Headshots, Wedding Videos, I think I may go insane. Although picking a Niche May have hindered my ability to build a strong profile and reel in the beginning, It allowed me to say yes to many more opportunities, and has sharpened my skills across the board, I am truly a Swiss Army knife, Master of none but Jack of All Trades.

I do love that video is needed across the board and relish in the ability to be at a basketball game one day, shooting headshots the next, and backstage at a show getting BTS content the next. I still flock to being on sets with other artists across the board, there’s something about being able to showcase a person who is being creative right in front of your eyes and its almost always a vibe that will meld into something amazing.

When you see my Reel/work, I want you to think to yourself, Wow this guy shoots everything, he must have an incredible set of skills that has taken him on a great journey.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

Trust. Trust! One more time, Trust. It’s something that was innate in me. I trust way too much. I see the good in people, but business is a transaction as much as it is a collaboration. I started in this business with no contracts, no guarantees, no outlines as to what the end product should be and no check and balances along the way. Each bad client I had chipped away at that trust and added a new addendum to the contract. Most clients aren’t out to get you, but the ones that bring the most anxiety and agita are the ones that nit pick when they didn’t pay you yet, the ones that hit you for 15 edits and think it’s not extra work, and the ones who forget to mention large issues that are important to them before a shoot. So take the time to get as much information before a shoot and map out exactly what you are about to engage in, and things will go a lot smoother.

What’s been the best source of new clients for you?

Believe it or not, it’s been word of mouth and having the ability to recognize potential clients in all walks of life. It took me a while to make it well known to my current network that I do this, and it took even longer to show that same network that I do this well. Now that I have the reputation in the community, I get clients from all walks and even get a lot of clients while I’m on the job. Making sure that you are always being professional on set and having your elevator pitch for your own business can attract some of the best clients out there.

Contact Info:

• Instagram: https://www.instagram.com/jmpmedia/
• Facebook: https://www.facebook.com/profile.php?id=100064581472569
• Linkedin: https://www.linkedin.com/in/josh-passaretti-0ba15312/
• Youtube: https://www.youtube.com/channel/UCTszyWKZXTsFZu25YoOlsdQ

Image Credits
JMP Media