We recently connected with Sarah Wagner and have shared our conversation below.

Sarah, looking forward to hearing all of your stories today. Earning a full time living from one’s creative career can be incredibly difficult. Have you been able to do so and if so, can you share some of the key parts of your journey and any important advice or lessons that might help creatives who haven’t been able to yet?

While many stumble into the world of photography, my entry was intentional and driven by purpose.

In October 2020, I moved to Southwest Florida and transitioned into corporate marketing, managing social media and influencer partnerships at Chico’s FAS. It didn’t take long for me to realize that achieving true work-life balance meant becoming my own boss. Photography, though still a relatively new passion, felt like the perfect path forward. In May 2021, I officially launched Chasing Creative and began building it as a side hustle with the goal of going full-time as soon as possible.

From the start, I understood the value of time and work, so I priced my family and maternity sessions reasonably. As I refined my style and built demand, I raised my prices. Each time inquiries outpaced what I could handle—or wanted to take on—I raised them again. I also focused on saying “no” to sessions that didn’t align with my goals.

Two common mistakes I’ve seen new photographers make are:

Keeping their prices the same for too long, which leads to burnout and eventually forces a drastic price jump that alienates loyal clients.
Saying yes to every type of session, which dilutes their brand, steals their joy, and also leads to burnout.
Gradual price increases based on demand ensure steady income growth without overwhelming yourself, and specializing allows for faster growth and deeper satisfaction.

Exactly one year after launching Chasing Creative, I put in my notice at Chico’s FAS. At the time, I only had a handful of sessions booked, but once I took that leap of faith, it felt like God opened the floodgates. Business poured in, and before long, I was earning more than I had in advertising.

Looking back, I don’t think I could have sped up the process. Every day I spent in my corporate role makes me even more grateful for the life I have now—a life I built with intention, purpose, and faith.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My passion for photography first blossomed while working at an advertising agency, where I quickly realized my favorite part of the job was being behind the camera. I was fortunate to have a supportive boss who encouraged me to grow and explore my creative passions. I became a self-taught photographer, learning everything I could through YouTube tutorials, online courses, and mentorship from seasoned professionals. I practiced relentlessly, organizing free shoots with friends and family to refine my skills.

After moving to Cape Coral and officially launching my business, I took a grassroots approach to building my portfolio. I reached out to local families to model for me and offered discounted “mini sessions” in a local mom’s group. Those first four sessions provided me with beautiful Florida content to share and promote. Drawing from my background in social media and influencer marketing, I leveraged that content to build a strong presence on Instagram, which quickly led to more inquiries. From there, things began to snowball as I refined my style, offerings, and client experience.

Since becoming a full-time photographer in Southwest Florida, I’ve built a business centered on creating stunning portraits for families and couples. My bold, vibrant editing style and ability to capture genuine, candid moments make my work distinctive, but what truly sets me apart is my focus on organization, efficiency, and delivering an exceptional client experience.

Photography isn’t just a creative outlet for me—it’s a business, and I treat it as such. My experience working with major brands has shaped the seamless, client-focused experience I provide. From an effortless booking process to a curated collection of women’s dresses, men’s tops, and children’s clothing for clients to borrow, every detail is carefully planned. Paired with stunning images and fast turnaround times, this level of professionalism and care consistently earns praise from my clients.

The success I’ve achieved in a relatively short time has sparked not only demand for my portraits but also interest in my expertise. This has led to an exciting new chapter in teaching and mentoring. I’ve hosted five in-person workshops so far, with more in the works, and I’ve taught hundreds of photographers to master natural light through my online course, Chasing Light.

Have any books or other resources had a big impact on you?

Building a StoryBrand by Donald Miller has been incredibly influential in shaping my approach to business, particularly when designing my website. I relied on Donald’s framework to simplify every element and guide potential clients seamlessly through the booking process. His emphasis on clarity and ease of use has been transformative.

Clients frequently comment on how professional and user-friendly my website is, often highlighting how easy it is to navigate. In an industry where many photographers rely on generic templates and CRM landing pages, I’ve leveraged the opportunity to stand out with a professionally designed website that not only looks great but also converts.

How about pivoting – can you share the story of a time you’ve had to pivot?

After Hurricane Ian hit my area in 2021 (just four months after I left my corporate job) I had to quickly pivot to keep my business afloat. With my local area recovering and little to no business available, I began offering travel sessions in North and South Carolina and Northeast Florida. I stayed with friends and family members and advertised on my social accounts booking numerous sessions. This allowed me to continue serving clients while expanding my reach.

This experience also highlighted the importance of diversifying my offerings and revenue streams. It led to the launch of my first online course for photographers and the creation of Chasing Creative Couples, a new branch of my business focused on weddings and elopements. These types of events are generally more “hurricane-proof,” as they are much harder to reschedule.

Contact Info:

• Website: https://www.chasingcreativemedia.com
• Instagram: https://www.instagram.com/chasingcreativemedia/
• Facebook: https://www.facebook.com/chasingcreativemedia
• Youtube: https://www.youtube.com/@chasingcreativemedia
• Yelp: https://www.yelp.com/biz/chasing-creative-cape-coral-2

Image Credits

Sarah Wagner, Chasing Creative Media