We caught up with the brilliant and insightful Chelsea Sherman a few weeks ago and have shared our conversation below.
Hi Chelsea, 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?
Working as a designer and a photographer means that I have to set the prices and the expectations in my business. Having a profitable business as a freelance creative is challenging because finding consistent clientele takes time and a lot of resources. When there are ebbs and flows with the amount of work I receive, I have to be very diligent about setting aside money when the business is doing well for times when things are slower. I also end up investing a lot of the money I make through my business to improve processes, make equipment upgrades, or learn new skills to continue improving my offers to my clients. I have also noticed that it is difficult to have the confidence in my work to ask for the payment it deserves. I know I am not alone as a creative who has a hard time asking for money. We often shortchange ourselves and underprice our work. Between the inconsistency of work and underpricing, profitability is very difficult. However, after reading the book, Profit First by Mike Michalowicz, I have learned some great techniques for setting aside money after every project to make my business profitable. I recommend this book to every small business owner I meet.
Chelsea, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I am a versatile creative, photographing people and brands globally, and assisting small businesses in crafting their visual identities. I do this through custom logo and website design at my creative studio, n’Atelier. Initially a photography studio, n’Atelier quickly evolved into a one-stop shop for visual needs. During the pandemic, as my photography work slowed down, I started offering brand design services to friends and family. I hand-drew logos, built aesthetically pleasing Squarespace websites, and provided creative guidance, which helped my business grow.
My contributions also include teaching online workshops in self-portrait photography and creating the Authentic Brand Academy, where I share my unique brand design process to teach others to do the same. Every month I send out my newsletter, The Pearl which offers creative and small business tips, round-ups of inspiration, and themed moodboards for exploring creative ideas. I offer creative mentorship and project management to other creatives, taking immense pleasure in helping them turn their talents and visions into tangible offerings for their dream life.
I love to mix my mystical interests with my creative work by using Tarot, Astrology, Human Design, and spell craft to inform my art. My life is heavily influenced by my upbringing as a triple water baby and Projector. If you’re unsure what that means, I’m always thrilled to share more. When I’m not knitting, packing a suitcase, or deep into a Notion document, you’ll find me on a dance floor, relishing every beat.
For the past decade, I’ve immersed myself in various facets of the creative industry – as a yarn ball photographer, stylist, studio manager, blog writer, and even a motorcycle saleswoman. Now, I help other emerging creative entrepreneurs gain confidence, find joy in their work, make money, and feel inspired as they realize their businesses can be different, fulfilling, and relaxing.
Can you tell us about what’s worked well for you in terms of growing your clientele?
As many small business owners and freelancers know, growing your clientele is one of the most difficult responsibilities. The method that has been the most effective for me has been word of mouth from previous clients and the power of Search Engine Optimization on my website,
A few years ago, during the Pandemic, I created a photo series for my enjoyment. I created blog posts on my site with the images and shared them on Pinterest. It took a while, but now I get a significant amount of traffic to my website because of those posts. They didn’t have anything super specific to do with my business other than being a joy to create and showing my photography skills, but they bring people in and allow them to see all the other things I can do too. Pinterest and SEO take a while to make an impact, but they are incredible, free tools for growing your clientele.
Have any books or other resources had a big impact on you?
One of the most impactful books I have read for my business journey was Profit First. This book is so helpful for understanding business finances and how to set up financial systems that will allow my business to grow. I have even applied many of the same principles to my personal finances.
YouTube and TikTok have also been instrumental to my business structure. I have learned so much about how to use Notion (a free app) to organize my business and marketing techniques from other creatives on YouTube and TikTok. Running a small business involves a lot of trial and error but having advice from people who have been through it before is priceless.
Contact Info:
- Website: [email protected]
- Instagram: @nattiel or @n_atelier.co
- Linkedin: https://www.linkedin.com/in/chelsea-nattiel-sherman-b3755b83/
- Other: TikTok: https://www.tiktok.com/@chelseanattiel?_t=8kAgJTplZuj&_r=1 Newsletter: https://view.flodesk.com/pages/5ebd93e87eb65f00276e33cf