Podcast Summary: "Your Marketing Mix"

The Difference Maker Revolution Podcast
Date: November 3, 2025
Host: The Difference Maker Revolution (Jonathan Ryle, Ronan Ryle, Jeanine McLeod, Steve Saporito)
Guests: Jeanine McLeod (Tampa, FL), Steve Saporito (Melbourne, Australia, Mornington Peninsula)

Episode Overview

This high-energy episode tackles a core challenge for photography business owners: developing a sustainable, results-driven "marketing mix" to attract more ideal clients, fill their booking calendar, and avoid income volatility. The hosts dig into practical, real-world marketing strategies—emphasizing that relying on a single method (like only Facebook ads or organic posts) is risky and unsustainable.

They share actionable approaches, discuss the vital role of relationship-building, and stress consistency and mindset, all with the podcast’s signature supportive, fun, and slightly cheeky tone.

Key Discussion Points & Insights

1. You Cannot Neglect Marketing

(00:00 – 01:33)

• There’s “never an excuse” for not marketing your studio, no matter how busy you are.
• Business ebbs and flows often reflect when you’re marketing (or not).
• Marketing should be as non-negotiable as editing photos.
• Diversify your marketing to avoid relying on a single channel (“Don’t have the elephant in the room!”).

Quote:
“There is no excuse. This is time that has to be made. If you looked at it as important as editing your photographs, no one’s not going to edit their photographs, right? ... It’s the same thing. You can never say you don’t have time to market your studio.”
– Jeanine McLeod (01:40)

2. How Much Time Should You Spend Marketing?

(03:09 – 06:52)

• Consensus: Around two hours a day dedicated to marketing tasks.
• This includes phone calls, social media, networking, client follow-ups, email newsletters, and website updates.
• Identify “busyness” vs. genuine business productivity; focus on what truly moves the needle.

Quote:
“My goal is two hours a day.”
– Jeanine McLeod (05:53)

3. Marketing Mix Point 1: The Phone is Your Marketing Tool

(08:45 – 11:36)

• Priority #1: Regularly call your “VIP” existing clients.
• Existing clients are your warmest leads for repeat bookings and referrals.
• Calling is more effective and efficient than cold outreach.
• Block time and make it part of your routine.

Quote:
“A fully booked difference maker business will spend more money on their existing customers before they spend money on their prospective ones.”
– Jeanine McLeod (09:55)

4. Marketing Mix Point 2: Systematize Reasons for Clients to Return

(15:06 – 19:44)

• Always have a reason to invite clients back: events, open-house socials, themed sessions (Mother’s Day, milestone birthdays, etc.).
• Don’t expect clients to invent reasons themselves—make it easy for them and embed into your scripts.
• Collect client data like birthdays to trigger future “return” invites.

Quote:
“You cannot expect your clients to come up with the reason to come back. You need to provide it.”
– Jeanine McLeod (16:22)

5. Marketing Mix Point 3: Referrals & Leveraging Existing Client Networks

(19:49 – 24:26)

• Implement a consistent, systematized referral program—not just a one-off or sporadic effort.
• The experience you deliver must be referable—make clients WANT to refer.
• Equip clients with tools and clear instructions on how to refer (not everyone knows how).
• “Seed” the idea of referrals from the very beginning and throughout the client experience.
• Keep an “eyes and ears open” policy for friends/family who accompany clients to sessions—they’re warm leads too.

Quote:
“The first time they hear about the fact that they could be referring somebody shouldn’t be when they receive a letter and a gift certificate in the mail, it should be seeded throughout their experience.”
– Steve Saporito (21:52)

6. Referral Events: Portrait Parties & Appreciation Nights

(24:41 – 26:56)

• Host “portrait parties” or “client appreciation nights” where clients invite friends—creates an organic referral atmosphere.
• Example: Olivia (member) books an average of six new clients per party.

Notable Moment:
“The goal is to get eight to twelve people there. And on average, Olivia said that she books six. So that’s a form of referral marketing, in my mind.”
– Steve Saporito (26:28)

7. Obvious (But Essential!) Part of the Mix: Social Media & Paid Ads

(27:16 – 30:44)

• Facebook (organic & paid), Instagram, TikTok, YouTube Shorts, LinkedIn—all should be in the mix.
• Social media algorithms now focus on “interest marketing”—share stories/slideshows that attract your ideal clients.
• Consistency is key: Post at least 1–2 times daily, batch content and use scheduling tools (“the engine” mentioned).
• Paid ads aren’t a magic bullet! They’re for prospecting; don’t expect every lead to be prequalified and ready to buy.
• Follow-up systems and mindset are essential to convert cold leads.

Quote:
“Great clients are made, not found.”
– Steve Saporito (32:44)

Quote:
“For us, being able to take these stories and retell them... should be a no brainer. We’re orchestrating a story in our studios every single day.”
– Jeanine McLeod (27:50)

8. Mindset & Support Systems

(33:43 – 34:32)

• Even the best marketing mix won’t work without the right mindset and support structure.
• Being in community (like the “inner circle”) and having mentors helps keep motivation and productivity high.
• The right systems for calls, referrals, and follow-up are what convert leads to bookings.

Quote:
“Mindset and being around the right people and being around people that are going to lift you and celebrate your wins and help you is key to keeping your focus and keeping your mindset.”
– Steve Saporito (33:43)

Memorable Moments & Quotes

• Devil’s Advocate Humor: Jonathan cheekily pushes the others on “realistic” numbers, referencing “Trump and Clinton” (04:47) to describe how hard it is to pin down exact answers.
• Banter on Genre Differences: The hosts playfully debate how different photography genres mean different client volumes and time needs (04:17).
• “You can never be too woo woo.”: Steve and Jeanine riff about confidence and mindset in outreach (14:46).
• “For us being able to take these stories and retell them... should be a no brainer. We’re orchestrating a story in our studios every single day.” (29:02, Jeanine)
• The challenge: “You should not, not, not have any excuse for not making [bookings].” (27:56, Jonathan)

Timestamps for Key Segments

| Timestamp | Topic | Speakers | |---------------|----------------------------------------------|------------------------------| | 00:00-01:33 | Why Marketing Must Be a Priority | Jeanine, Steve, Jonathan | | 05:53 | “2 Hours a Day” Marketing Time Target | Jeanine | | 08:45-09:55 | Marketing Mix #1: Phone as Marketing Tool | Jonathan, Steve, Jeanine | | 09:55 | Spend on Existing vs. Prospective Clients | Jeanine | | 15:06-16:22 | Marketing Mix #2: Reasons to Return | Jeanine, Steve | | 19:49-21:52 | Marketing Mix #3: Referrals | Steve | | 24:41-26:56 | Portrait Parties & Referral Events | Steve, Jonathan | | 27:16-30:44 | Social Media Organic Strategies | Jeanine | | 30:44-33:43 | Paid Ads & Mindset | Jonathan, Steve | | 33:43-34:32 | Mindset, Systems, & Community | Steve, Jonathan, Jeanine |

Actionable Takeaways

• Diversify your marketing—avoid putting all eggs in one basket.
• Dedicate consistent, scheduled time to marketing; aim for two hours daily.
• Make calling VIP clients and systematizing their return a priority.
• Seed and maintain a robust referral program.
• Utilize both organic content and paid ads, with strong follow-up systems in place.
• Keep your mindset strong and seek support from peer communities.

The Difference Maker Revolution’s Core Message

You have more opportunities and tools than ever to grow your photography business. Success is about consistent action, building real relationships, using a variety of marketing channels, and—above all—delivering an outstanding client experience worth talking about.

For more hands-on implementation support, join their "Inner Circle" community and access further mentoring and resources.