We recently connected with Rachel Cantong and have shared our conversation below.

Rachel, thanks for joining us, excited to have you contributing your stories and insights. So, let’s imagine that you were advising someone who wanted to start something similar to you and they asked you what you would do differently in the startup-process knowing what you know now. How would you respond?

The reason I have always been drawn to photography and why I started my business was the pursuit and joy of producing art. In this career it is easy to stray away from that, and fall into routines of producing images that lack creativity. If I could go back in time, I would be more intentional with leaning into my creativity consistently; when I do this, it helps me let go of creating and delivering images that I think the client wants versus what the artist in me is drawn to. Every time I do a creative session or push myself to try something new in a scheduled session, the response from clients (and my satisfaction) is greatest.

Rachel, 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 am Rachel, the face behind Rachel Cantong Photography. Born and raised in California, I have a deep seeded need for adventure and am happiest outdoors or cuddled up with my family. I moved from California to North Carolina in 2013 in pursuit of my Social Work degree; after working in the field for seven years I began to really itch for a career change. I wanted to fuel my artistic fire again and be more intentional with my life. My business unfolded before my eyes and I can still hardly believe this is what I get to do every day.

I spend most of my days photographing families, motherhood, and newborns. Photo sessions with me aren’t your typical experience; families love that there is space for play, snuggles, and the real life moments too. I am intentional with the session time, looking for those small moments of connection and exploration. As a mom myself, those are the images of my family that I treasure the most.

One thing that people often say about my work/working together, is that I capture them/their children as they see them, their true selves. That is always my aim, to capture moments that are authentic and honest. One way I achieve this is using a lot of movement in my sessions. It makes my job harder in many ways, chasing children around and combating camera shake, but it is worth it. Photography is an imperfect art anyway.

To me, photographs are not just a still image; they are memories, feelings, and even glimpses into our souls. I want my photos to make people feel something, to evoke emotions of love and belonging. I know photographs are not just for the now, they are for the future. For our future selves to look back on and for our future loved ones to cherish.

What do you think helped you build your reputation within your market?

Most of my business comes from referrals. I think the main reason for this is because I highly value people’s experience working with me. It’s not just a business transaction where you end up with beautiful images for me. It really is about relationship building, getting to know each other, and capturing those moments that are so fleeting. I think this is where my social work skills come into play, a career where relationship building is key.

My previous career helped me grow valuable communication skills and problem-solving, something that creates ease in the working relationship and therefore improves client experience. I also always try to under promise and over deliver; that is a phrase used regularly, but for me it really means exceeding expectations. I try to achieve that in a few different ways, and frequently think about things from the client perspective.

What’s been the most effective strategy for growing your clientele?

Tied in to my community reputation, I have developed good working relationships that have lead to continued and steady referrals. The most effective and efficient way to do this has largely been online Facebook parent groups in the community. I have been active in these groups since becoming a parent myself 7 years ago, and have really benefitted from the knowledge, resources, and sense of community I’ve gained. Growing my clientele from this community has happened naturally and authentically. Because many people know me personally to some degree, it helps give value to the referral (versus a referral from someone on another platform like Nextdoor, where you likely don’t know the person). My images speak for themselves, but the personal referrals give an added sense of validity.

Contact Info:

• Website: https://www.rachelcantongphotography.com
• Instagram: @rachelcantong_photography
• Facebook: Rachel Cantong Photography https://www.facebook.com/profile.php?id=100070928330846