We were lucky to catch up with Michelle Robertson recently and have shared our conversation below.
Hi Michelle, thanks for joining us today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. So, we’d appreciate if you could open up about your growth story and the nitty, gritty details that went into scaling up.
Grow Toward Your Strengths: How I Scaled Up by Specializing in What I Love
Photography is one of those things that can consume you 24/7/365 if you let it. Once you fall in love with the magic of capturing those hidden moments that not everyone immediately notices—and once you learn you can turn those moments into works of art that will stand the test of time—it’s pretty easy to fall in love with photography. In fact, it’s why I turned it into my full-time career!
I didn’t always plan to become a photographer, but life has a way of throwing things in your path and making you trip over them when they’re meant to be discovered. I’m color deficient, and my degree in mechanical engineering is just about as far as you can get from a photography degree, so who would have guessed I’d ever be here? But after getting started, taking some classes, and learning more and more about the art, I just couldn’t stop.
Here’s the story of how I grew into a photographer, took on the world and all the clients that came along with it, got really busy, and then learned to specialize and lean into the parts of the profession that I really love.
Scaling Up for Success
When you’re a new business owner, it’s exciting to get new clients—and it’s tempting to take on more than you can chew. That’s natural. Every new phone call and email is another opportunity for business, and who doesn’t want that? When I started Magical Memories by Michelle, I took on family sessions, engagements, maternity, newborns, siblings, you name it. And I loved every minute of the hectic rush!
But Then Something Happened
I realized there simply wasn’t enough of me to go around if I planned to continue giving every client the top-notch service I was accustomed to providing.
It’s important to me to deliver an experience that’s memorable for all my clients, and in the photography business, that means excellent communication from the very beginning, client one-on-one meetings, planning sessions, a no-rush professional photo shoot with multiple outfit changes and locations, and finally, a relaxed photo viewing and product selection. As you can imagine, all those steps take time, and I wasn’t willing to compromise on quality to squeeze in more bookings.
Magical Memories by Michelle had grown exponentially since its conception, but because of that growth, I’d run into a problem. There was no way I could make every client happy and give them the time and attention needed to deliver an exceptional experience. I needed to gather my thoughts and make some serious business decisions.
Find Your Niche
If I could give one piece of advice to new business owners, or to business owners who need to scale, I would say to have a heart-to-heart with yourself about the part of your business you love the most. As a professional photographer, I’ve taken numerous classes and professional development courses that have allowed me to expand into a variety of niches. (A bonus AND part of the problem, right?!) I’ve photographed hundreds of people and places, and I’ve loved just about every session.
But just like others who have been in my shoes, I finally got so busy I had to make some tough choices. I had to start thinking about the types of sessions I most enjoyed. Some jobs stood out more than others simply because they were fun. They brought me joy, and I felt more relaxed and able to interact with clients at a pace and in a way that fit my professional style.
We Clicked and the Rest Is History
Get it? Clicked, like a camera! (I never said I didn’t make goofy jokes along the way.) After years of professional photography, it became clear to me that my true love is working with graduating seniors and giving them the senior photo session of their dreams before they graduate. I also love working with teens and helping them build confidence in front of the camera as they breeze through their high school years.
Why seniors? Simply put, they are fun! They are hopeful and goofy and creative and on the brink of beginning the rest of their phenomenal lives, and I love being a part of capturing the special memories that have carried them to this moment. It’s so fulfilling to see their confidence explode in front of the camera, and I absolutely love being able to share the final product with them and their families at the photo reveal. The entire process of working with them is energizing!
Does that mean I turn other clients away? Yes, sometimes. Does it mean every senior is right for me? Nope, not that either. Does it mean I sometimes take on clients who aren’t grads or teens? Sometimes, if we’re a good fit. I feel like this answer deserves one of those “it’s complicated” social media responses, but I’ll explain.
Your Clients Vet You, So Vet Your Clients
I always have an initial consultation call with prospective clients—and that’s to benefit both of us. It helps ensure we’re right for each other! I want all my clients to be satisfied with what they get, and likewise, I want to love working with them and be able to provide what they’re looking for. A phone consultation is an easy way to get to know each other and decide if you’re right for each other.
This is probably what most business owners will find to be difficult about scaling, especially if it’s a new concept to them. It seems counterintuitive to decide that a client may not be right for you, and vice versa, but you will save yourself a lot of headaches and eventually end up with a client base you love when you trust the process and work to find the clients who fit into your chosen niche.
Explode Into Your Market
Scaling your business requires diligence, consistency, and a solid body of work. But it also requires plenty of patience when it comes to building a client base that will grow right alongside you. Be honest and upfront about your prices and policies. Remember: you’re not for everyone and that’s ok. I think that was the most difficult things to learn, but once I did, I ended up with a growing roster of dream clients just waiting for their own picture-perfect senior sessions! Plus, they spread the word to their friends and the next year of grads, and it keeps filling the roster for upcoming years.
Recognized & Nationally Published
When you scale your business and market to the specific niche you love, you’ll soon see your waiting list grow, and you’ll be just as busy as before—only this time with all the work you love to do! Trust yourself and trust your art.
Once I slowed down, paced myself, and targeted my love of photography toward teens and graduating seniors, I found myself being nationally published and recognized more than ever before for my creative work. And there’s nothing more fun than getting to tell a teenager that their amazing photo has been published in a magazine…talk about loving my job!
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
My name is Michelle Robertson, and I’m the owner of Magical Memories by Michelle. I’m located in Mesa, Arizona but I love to travel for portrait sessions too. I specialize in delivering creative, high-quality senior photos my clients and their families love and can cherish for years to come.
I’ve been a photographer for years and have loved the art for about as long as I can remember. Believe it or not, though, I didn’t start out thinking I’d become a photographer. As I mentioned earlier, I’m color deficient and graduated with a BSE in mechanical engineering, so when I became passionate about photography, I don’t think anyone could have been more surprised than I was!
But when you know, you know…right? After getting behind the lens, I knew in my heart that’s where I belonged. Now, I work with some of the most talented and fun, focused and spirited, energetic and amazing high school seniors on the planet! Several of their photos have been nationally published and stand out for their creativity and artistry…and I don’t plan on stopping that trend any time soon!
When I started specializing in senior portraits, I immediately recognized a trend with teens as soon as they stepped in front of the camera. Many of them lacked confidence and were shy when it was time to pose and show off their best smiles. It quickly became one of my top goals to work with individual clients, meet with them ahead of time to ease their nerves, plan outfits and locations, and let them know exactly what to expect…all so they’d feel more comfortable on the day of their big photo session.
After all, the best photos come from our most authentic and true expressions. And nobody feels authentic if they’re nervous and full of anxiety! One of my most important goals is still to ensure that every teen knows they are gorgeous on the inside and out and that they deserve amazing senior pictures where they can shine!
If I were to tell future clients one thing about my work, it’s that I’m never done until they’re satisfied. I’m tireless when it comes to getting the perfect shots, and I thrive on making sure clients have unique, one-of-a-kind portraits that show their individual personality and style. No one gets cookie-cutter photos from me, and I won’t stop until all the details are right.
I’m proud of the fact that I have multiple repeat families who have returned to me for sibling graduation photos and who have passed my information along to family and friends. That is the highest form of compliment and trust a client can give!
What’s been the best source of new clients for you?
For me, the best source of new clients is simple. You’ll always have new clients if you keep your current clients happy!
I’ve always treated my business as a personal endeavor to not only provide an end product…beautiful photographs, but also an opportunity to build lasting client relationships that stand the test of time. When you build great relationships with clients, not only do they return for repeated business, but they spread the word about their good experience with others, in turn building even more business.
In other words, it really matters what your customers think of you. Word of mouth is king when it comes to how consumers connect with businesses and decide to spend their money. Whether it’s online, chatting at the local coffee shop, or teens bragging in school about their AMAZING senior picture photo session, it all adds up to one thing: spreading positive vibes about your business. It’s good to get your name out there, but it’s crucial to do it in the right way!
Speaking specifically about my photography business, it’s all about providing an enjoyable luxury experience that’s fun, relaxing, and exciting. It’s key to deliver on my promise of an elevated experience from beginning to end—up until the last moment when I hand my clients the high-quality photo products they’ve chosen to order after their professional session. If clients walk away with only good memories of their experience with my business, then they’ll have nothing but good things to say to their friends and acquaintances when the subject of photography happens to come up in conversation! Something many do not expect is that I often keep in touch even after graduation. WIth social media, it’s easy to keep up with teens and their families, see what their studying, and follow along with their adventures. I want them to know that I support them not just for their senior pictures, but beyond graduation.
When I’m not out on a shoot, I’m focused on building relationships with clients and potential future clients. It’s important to engage and interact on social platforms, as well as share my work, so my social and business circles continue to grow and intersect.
How about pivoting – can you share the story of a time you’ve had to pivot?
It’s important to be in tune with your business so you recognize when it’s time for change. For me, it was clear things needed to change when Magical Memories by Michelle became inundated with such a wide variety of work that I found myself running in too many directions at once.
I’ve loved photography—and all the aspects of photography—for so long that when I started to gain a local name for myself and my business, I was initially thrilled at becoming “too busy.” That just meant I’d get to do more of what I loved, right? Yes…and no.
Like anything you love, it can be easy to allow yourself to take on too much. As a kid, did you ever eat too many bowls of Froot Loops because you just couldn’t pull yourself away from the deliciousness, only to suffer the consequences of a tummy ache after the fact? That sort of thing can happen with work—especially the work you love—if you don’t keep things in check. At the time, I took on a LOT. From newborns to teens to family portraits, I was running all over town trying to fit everyone into my increasingly busy schedule…and it always seemed like the day ran out of hours before I ran out of work!
That’s when I knew I had to streamline and find my niche. I needed to focus on the photography I really LOVED. It took some soul searching, because I loved it all, but when I thought about the energizing and invigorating feeling of working with high school seniors as they are graduating and capturing their enthusiasm and excitement in pictures, I knew in my heart what I needed to do.
I refocused my work on teens and seniors, devoting time and energy to staying on top of trends, locations, and looks they love. Now, every year I’m ready with new and fresh ideas to help my young clients express themselves as they get ready to head out and make their own marks on the world! I’m still just as busy as ever (busier even!), but with my work streamlined to my specific niche, I feel like I have more time to plan, organize, and deliver exactly the experience every client deserves.
Contact Info:
- Website: https://magicalmemoriesbymichelle.com/
- Instagram: https://www.instagram.com/mm.michelle.pix/
- Facebook: https://www.facebook.com/MagicalMemoriesByMichelle
- Twitter: https://twitter.com/mm_bymichelle
- Other: Pinterest: https://www.pinterest.com/3msphoto/
Image Credits
Michelle Robertson