We recently connected with Ivy Towler and have shared our conversation below.

Hi Ivy, thanks for joining us today. Before we get into specifics, let’s talk about success more generally. What do you think it takes to be successful?

As a business owner, defining success would typically be scripted as: making a profit and growing annually. As a CREATIVE human who also owns a business, running all aspects of that business and desiring to look like she has her sh*t together, I would describe it much more nuanced than that.

Business success for me is a combination of helping someone else see their own greatness while also being able to sleep at night knowing I made a difference. The feeling of connection to another person while in service. Leading by example for my peers in the photography industry. Pricing my services for profit and understanding that my time is valuable in this equal exchange: photography experience for money.

To do this, I must be open to change while also respecting boundaries on my time and energy. Life is already difficult enough, no need to add to the stress of it by not having a plan and strategy in place to move forward and to navigate hurdles.

I learned these things with each year in business. I didn’t have it all figured out at the beginning, far from it actually. Failure and mishaps were great stepping stones on my ladder of success (lol doesn’t that sound so “motivational poster-y”). Having friends in business and in my industry to bounce around ideas were a great help and still are. Add in a spouse with a global job who sees the world from a different aspect than me plus hiring a business coach along the way all enriched me as a human and service industry provider.

Ivy, 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 got into photography as a hobby 22 years ago when I became a mother and couldn’t stop taking photos of our first born. That led me to taking photos of absolutely EVERYTHING I thought was beautiful, which was a lot. My 1st career however was as a Registered Nurse, a job I loved but one that was very taxing on my heart, mentality and body. Plus as a mother of eventually 4, it was too difficult to do parenthood the way my husband and I wanted AND work a 9-5 job. I would feel guilty if I couldn’t help with my kiddos because of work and I would feel guilty about work if I chose to do things for my family instead of being at my job. It felt and was a very lose-lose situation. This ultimately helped me to take the leap into leaving my nursing career for my entrepreneurial endeavor as a photographer and business owner.

I began by photographing families because I was already doing this on the side for free for friends and family. Learning to charge for my services was emotional because I was asking for money to do something I loved and would do for fun anyway. I had to quickly learn from other photographers the value mindset, a mindset I still work on today. Self Value is a huge part of owning your own business (and it’s important in life too) and so is understanding the value of your services.

After testing out several types of photography (families, babies, seniors, boudoir, headshots) I discovered that my specialty was CONNECTING ONE ON ONE WITH WOMEN. I excelled at helping women see the best versions of themselves with my photographs and the experience they had in front of my camera. Not only was I giving women and teenage girls a fun photoshoot, they left feeling special and seen. This is a valuable commodity across all ages. A boost of self confidence is always welcome. That is my super power. I SEE women for who they are: smart, strong, important and valuable to name a few things.

I have now narrowed my focus to working with personal brands + small businesses and high school seniors. I do photograph men but I don’t cater my marketing to them. Men are wonderful and I have photographed many and will continue to do so, it’s just not my focus area.

I love to be creative with my clients. Many want traditional imagery but with my coaxing, they will try the more playful scenes and ideas. When they do this, it is another layer of them being seen and feeling more themselves vs an idea they believe the world wants or needs to see. This is another reason my clients keep coming back. They want the Ivy experience. It’s a feeling they love, and I do too.

Any resources you can share with us that might be helpful to other creatives?

When I opened my business, I had ZERO clues about what you had to do. It’s almost embarrassing because I didn’t know if I had to register my business somewhere and who I went through. I thought maybe the bank would do that-smh. My career and life before I became a photography business owner was being a nurse. I had a nursing degree not a business or marketing degree. Nowadays tho, there are so many resources that are easily Googled to help new or hopeful entrepreneurs. The online world is full of resources and people who freely have advice for starting a business. I wish I had known more about business when I started.

There were several aha moments along the way in my career. Some were photography specific and on the technical side: software, how to use Photoshop, where to store your digital files etc. I didn’t go to photography school so that all had to be learned, painfully I might add, on my own or with the help from my husband who has a very time demanding job. I hated asking him for help, but he always did. Sometimes I would cry with how fast he could do something technical after I had spent hours on it.
Whew, it was rough.

My most recent aha moment was hiring a business and life coach! She is amazing and wow did I wish I knew about her so much sooner. That was 3 years ago. Having someone to help bring all the ideas and options into one focus for example, is life changing. I think it would be my number one tip to anyone starting a business. Not the name of the business, not the logo or fonts or any of the fluff- but to hire a business coach. They can do so many things to give you CLARITY which is a very important part of the recipe of success.

Any insights you can share with us about how you built up your social media presence?

When it comes to social media, I wanna say: Be You, Have Fun. It’s Social so get out there and be Social. All true but not really a strategy for building a community of listeners. Which is what you want when you have a business, people who want to hear what you have to say– SO, do the due diligence and know your Target Client, your Why and the pain points of your audience. If you can be consistent and talk to that one person who fits your ideal client, you will create an authentic, made for you group of listeners who will want to hire you or share you with their friends.
I think we over complicate social media. (I know I have a time or two). And at current, it’s not where I’m putting my time. I get on there but I haven’t been doing my own marketing as well as I like. It’s ok tho. I go through ups and downs with that beast.
What I truly love to see are the pretty brand photos that capture what your business is all about. When I come on to a new account, I go to their main page and if it feels organized and it looks well thought out, I will be more likely to hit that follow button. This is one thing I do guide my clients on. Brand Identity through Visuals. Make it look and feel good!

Contact Info:

• Website: https://towlerphotography.com/
• Instagram: https://www.instagram.com/personalbrandphotographerivy
• Facebook: https://www.facebook.com/PersonalBrandPhotographerIvy
• Linkedin: https://www.linkedin.com/in/ivy-towler-photography/

Image Credits
The first image of me in the black shirt and sunglasses is credit to Angela Majerus Photography The black and white close up image of me in a white sweatshirt and my hair covering my face with my hand holding my hair out is credit Jen Madigan Photography The rest of the images are credit to me Ivy Towler Photography