Alright – so today we’ve got the honor of introducing you to Jordan Lloyd. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Jordan, thanks for joining us today. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? We’d love to hear the backstory the illustrates how you grew your brand.
As many fellow creatives I’m sure, I started a business on accident- photography was a hobby for me in the beginning. My dad bought me an entry level camera in high school and I would just mess around taking pictures with my friends, of my mom’s flowers, whatever seemed fun at the time. I literally NEVER thought, let alone dreamed, that one day it would turn into my livelihood!
I think I can trace my first “client” back to college, when I was on a dance team and we needed someone to do our annual team photoshoot. I figured I had my own camera and a roommate who could take the one full group photo I needed to be in and we were set! From there, I had a few college friends who wanted some very (and I mean very) basic college grad photos, pictures with their boyfriends, etc. I can remember first uploading those pictures to my laptop and “editing” them in iPhoto and being SO proud of my work at the time (even though now I think a 10 year old with an iPhone could do better than those). The crazy part was, I just kept getting asked!
With my very amazing portfolio of cheesy poses, I decided I might as well take to social media with my little “business”. At that time it wasn’t much of a viable business though, since I was making somewhere between free-$5 a shoot! Thanks to the wonderful tool that is social media platforms, friends and family from my hometown starting inquiring about some other types of shoots- family, senior, etc. They knew I liked what I was doing, I was friendly, and most importantly, cheap as hell! One after another, I started booking more and more and every once in awhile, I would get a new type of shoot to add under my belt.
Once most photographers have had a while to be the “everything category catch all” photographer, they choose what subject matter they enjoy the most/have the most talent in. And if you dare to enter the world of wedding photography, most of the time you start by second-shooting with a seasoned vet or asking a family member if they care that you test out your camera at their wedding next weekend. However, this was not the case for me! One day, my mom called me and she said, “I have a coworker who is getting married this summer and wondered if you do wedding photography”…I literally started sweating. I said, “Uh, I guess. Did you tell her I’ve never done one? And also that that gives me crippling anxiety to think about?”. Long story short, they wanted to keep their wedding lower budget than normal, have some nice photos but nothing crazy, and help a new photographer get their feet wet. So, I did it.
I have never been more thankful for another “yes” in my life. Shooting my first wedding catapulted me into a whole other realm of the photography business. I started getting more and more wedding clients that fit into my level of work at the time and with each wedding, I just got better and better. I could see my work finally shaping into what I saw as “professional photography”. I learned everything about my camera, editing software, editing style, rates, booking processes, everything- just by doing it. I’ve never taken a class, I’ve never shot under anyone, I just simply started figuring out what I needed to do and what worked for me.
I’m one of very few who was lucky enough to start having new opportunities fall into my lap but it definitely hasn’t been without hard work. I knew in order to make the most of my chance as a legit photographer, I needed to leverage what I already knew how to do- which wasn’t how to edit photos or stage a styled shoot. I knew how to talk to people! I knew how to make them laugh and feel comfortable. I knew how to relate to them and show them that being in front of my camera wasn’t going to be this awkward daunting task- it was going to be fun! So I did just that! I utilized my strength of being a people person who chronically cares about how I make people feel to create an “experience” versus a transaction in anything that pertained to Jordan Lloyd Photography. And I have my parents, my environment, and my upbringing to thank for shaping me into the person I am that has led to my success!
I knew as soon as I started creating a brand over a business, I was not stopping. I wanted to do more, I wanted to push my comfort zone, and I wanted to be able to look around at what I’ve built and feel crazy proud of it. I can still feel exactly how I felt walking into my first wedding five years ago- I was shaking and nervous, forgot my shot list, and felt a slight nausea the entire time. I can also remember exactly how I felt when I got home afterwards- a feeling somewhat like, “Holy crap. Am I really going to get to do this for the rest of my life? Because YES PLEASE”.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I fell into this industry by accident and got where I am today by turning all of my strengths as an individual into my brand. As a photographer, I find myself fulfilled with multiple types of subject matter, as long as they involve my favorite thing- people. I would much rather capture a couple thoughtfully and genuinely interacting in front of a sunset than capturing the sunset itself. I am a serial people person and it is pretty hard for me not to enjoy the presence of clients- mostly because I literally get THE best clients ever. I’m sure a lot of photographers say that about their clientele but I sincerely know it. And I don’t think that is on accident. I absolutely believe in the idea that the vibe you put out, attracts others that will vibe with you, and I accredit majority of my success to that. Don’t get me wrong, I think I have a pretty good eye behind the camera and when processing my final images, but I think what makes Jordan Lloyd Photography worthy of being a brand is the experience that comes along with it. Anyone can be physically talented at something, especially a hirable service. BUT, I think the absolute most important part of any business, service, creative exchange, is how you make the client FEEL. When you hire a photographer, it shouldn’t just be for the awesome photos you’re going to get back and hang on the wall- there’s plenty of us out here that can give you that. When you hire a photographer, it should be because you know the experience from beginning to end is going to be worthy of your money, but more importantly, worthy of your time. If you’re waking your 3 kids up early and forcing them to wear color coordinated outfits that they absolutely do not want to wear and making them “real smile” for 30 minutes, you best BET your photographer is going to be fun, energetic, and make the session feel exciting, not like a chore. That is my favorite part about what I get to do in my job- make it an experience, not a transaction. I know I’m doing my job right when I shoot an engagement session with couple and then three years down the road, I’m shooting their family photos- which followed their wedding, their maternity, their newborn, their one son’s one year, and so on. I get wedding inquires consistently from guests/bridesmaids at previous weddings I have covered because they know the experience won’t just be positive but it will be stress free and most importantly, a good time. Building lasting relationships that are truly genuine and meaningful, that are are fun and happy, that is what matters most to my brand and my business.
Are there any resources you wish you knew about earlier in your creative journey?
Other creatives. Something I wish I would’ve done earlier in my career was utilize other photographers and creatives from other industries to help set me up for success quicker. There’s a lot to be said for someone who is truly community over competition oriented and willing to lend their knowledge and audience to help someone new find their niche. As I’ve grown my brand, one thing that has helped me tremendously is partnering with other small business owners for a mutually beneficial relationship- regardless of the opportunity at hand, if I’m available and it aligns with my brand values, I am a yes woman! Whether it’s trading services for headshots, doing mini sessions on a flower farm during a workshop, or in-kind donating my time and skill for nonprofit events, my community and brand grows because of it. Find some like-minded creatives that you vibe with, even if it doesn’t seem lie your businesses make sense together, and find a way to partner and grow together!
What’s the most rewarding aspect of being a creative in your experience?
The most rewarding aspect of being a creative is giving someone something they can’t buy on a shelf. It’s unique to them and one of a kind, showcasing the story of the people, places, and times they care about the most in life. Aside from meeting the most wonderful people and enjoying what I do day to day, my favorite part of the entire process is when I deliver a gallery to a client. The kind word responses I get are exactly why I chose this as a career. When a client starts their message with, “Oh my god Jordan, I’m crying”, odds are I am crying too now because I’m so happy they are is happy they trusted me to capture them perfectly. I couldn’t imagine a career without being able to give clients something priceless and cherished.
Contact Info:
- Instagram: @jordanlloydphotography
- Facebook: https://www.facebook.com/JordanLloydPhotos
Image Credits
Jordan Lloyd Photography