We’re excited to introduce you to the always interesting and insightful Melissa Santell. We hope you’ll enjoy our conversation with Melissa below.
Melissa, thanks for taking the time to share your stories with us today Have you been able to earn a full-time living from your creative work? If so, can you walk us through your journey and how you made it happen? Was it like that from day one? If not, what were some of the major steps and milestones and do you think you could have sped up the process somehow knowing what you know now?
The short answer: yes. The “how I got there” is much, much longer. I can’t speak on behalf of every entrepreneur, but after working as a creative contractor for six years, I can confidently say the financial journey that comes with starting a business is one that takes on a world of shapes, colors and uncontrollable emotions as you grow your brand.
Before I stepped out of my 9-5 role, I gave my employer and myself three months to plan our collective next moves. For some reason that timeframe felt like a comfortable, magic number that would position me for success, and perhaps it was exactly that, because hey, look at where I am today. That time allowed me to strategically plan for the future I desperately wanted to make a reality, which included a lot of thinking through things and admin tasks I would despise on a normal day, like: budgeting, finances, forecasting the overhead costs of running a creative business and plan a’s, plan b’s and plan c’s (aka the “oh shit, this isn’t working, let’s find a new full-time job” plan).
I decided that I would officially embark down the entrepreneurial path once I landed a client retainer that would cover at least 80% of my bills. Having given myself the breathing space and time to start my business, I had been squirreling away savings in preparation for any given scenario. So for me, 80% coverage felt like a solidly calculated risk. And with that, I signed an annual contract with a social media client followed by a month-to-month Facebook ads project, and took the great leap into the unknown.
Securing monthly retainer contracts was a huge focus for me when launching my business, because it meant that I could breathe a little easier knowing that money would be coming in while I was in building mode. When I decided to shift my focus from social media management for restaurants to strictly offering food photography and consulting services, my business model needed to change, too. That’s the thing about having a business, one approach could work really well for you in one chapter of your brand, but your processes and strategies constantly need to be reinvented. Over time, your services may change, your brand aesthetic may change, and the world around you will certainly continue to change — you have to evolve with it.
While I wish there was a wand I could’ve waved to hit my financial goals, especially in the early days, there’s beauty in the resilience that comes with learning and growing as a person alongside your brand. Surrounding yourself with like-minded people who encourage and inspire you is a tool that’s often hugely underrated. When you spend time with other entrepreneurs in the creative field, you’ll find that the conversations that naturally happen in those circles will help you immensely along your journey.
Melissa, 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’m Melissa Santell, an Italian American from Long Island, New York, with an insatiable appetite for creativity and conversations around the dinner table. I’m a food photographer, cookbook author and the host of a culinary themed podcast called Sunday Sauce (available where ever you listen!) Most people refer to me as Mel Santell. Unclear when we lost the “issa” portion of the program, but it’s a rhythmic spell that seems to easily slip off the tongue. I blame Instagram.
Growing up, cooking was the heartbeat of our family. The kitchen was our space to play and learn in… and yell at each other while waving our Italian hands in the air on occasion. It was the room where we started and ended our days, connecting over breakfasts and bowls of Pasta e Fagioli. respectively. Sitting on the countertop while my mother made ricotta fueled batches of baked ziti was my happy place as a 6-year-old, and that feeling of “I belong here” solidified pretty early on that my future would include a career in food. When the cliche question, ” what do you want to be when you grow up?” found me, my response was a marine biologist or a food critic. While I didn’t exactly follow either one of those paths, I definitely created one that feels right for me.
I’ve worked in the front of house at restaurants, written editorial restaurant reviews, managed social media accounts for several restaurants, witnessed brides and grooms reactions to custom menus in private tasting rooms, opened restaurants with my family, cooked on television, photographed Michelin Star restaurants and nearly everything in between.
After working the agency grind and holding a marketing role at an award-winning catering company, I knew it was time to trade corporate life in for 1-1 value-filled client experiences. And that’s exactly what I did. In 2017, I started FoodxFeels with the goal of amplifying culinary voices of food brands and chefs alike. Today, I specialize in styled food photography, recipe development and designing thoughtfully-crafted livable brand moments, on and offline. I love the freedom that comes with the ability to support brands I align with and people I admire in the industry. It’s something I’ll never take for granted.
What sets me apart from other creatives in the space is that I come to the table with honed photography skills and a marketing background that puts a cherry on top of every project. I understand how content is used in marketing strategies, how it needs to behave, where it lives and how it’ll be received in the marketplace. Marketing Directors at restaurant groups and hotels love working with me because I speak their language. Communication is so important when you’re building relationships, and my goal is to make every client interaction as personable and seamless as possible from the planning process all the way through to execution.
When I’m not taking pictures for restaurants, I’m working on consulting projects. One of my favorite projects I worked on last year was planning an event for the Tampa EDITION Hotel for International Women’s Day. The event was designed to honor and elevate women working in food and beverage, and it was incredibly special to bring the community together in such a stunning setting. The moments that feel rewarding for everyone in the room are the biggest wins.
What do you think helped you build your reputation within your market?
Building my reputation in Tampa was a by-product of following my passions and genuine interests. I champion the chefs of restaurants I frequent. I’m not afraid to openly voice my opinions or give praise after a memorable dining experience. I love giving food brand founders and industry leaders a platform to share their stories via my podcast. Leaning into what I authentically enjoy has largely contributed to shaping my personal brand.
There’s a major difference in working with someone who’s just trying to get paid, versus working with a person you can relate to and understand on another level. Regardless of trends or traditional expectations, I’ve always stayed true to my personal point of view, and I think people appreciate that.
Throughout my career I’ve stayed open to opportunities that have helped me develop a multi-faceted palate and portfolio. Whether I’m opening a pizza restaurant with my parents in the height of COVID or being a guest judge on a cooking competition television show, every tiny step of my journey has added to the bigger picture of how people see me in the space.
What’s worked well for you in terms of a source for new clients?
Client referrals and word of mouth have been the best resource for new clients. There’s no better form of marketing than someone else speaking on behalf of an experience. I’m beyond grateful for every google review, referral and mention my work receives!
Contact Info:
- Website: www.foodxfeels.com
- Instagram: https://www.instagram.com/melsantell/
- Linkedin: https://www.linkedin.com/in/melissa-santell-2506333b/
Image Credits