The Portrait System Podcast

Episode: Going From $50 to $6,500 Minimum Per Photoshoot with Damali Shepherd (Re-Release)
Host: Nikki Closser
Guest: Damali Shepherd
Release Date: March 13, 2025

1. Introduction to Damali Shepherd

Nikki Closser welcomes Damali Shepherd, a standout member of the Sue Bryce Education community, to discuss her remarkable journey in the portrait photography business. Damali shares her passion for personal branding, particularly within the BIPOC community, and how she has successfully scaled her business in the competitive New York City market.

2. Damali’s Journey into Photography

Timestamp: [00:35]

Damali attributes her rapid growth to discovering Sue Bryce Education (SBE) early in her photography career. She recounts how photography "found" her, leading to significant personal and professional transformations.

Damali Shepherd [00:35]: "Photography found me because it did and it is what changed everything. Like it's what showed me that I can be strong and I can be in the public eye if I want to and I can speak my truth and I can make money and I can photograph women and they pay me for it."

3. Overcoming Challenges and Building Confidence

Timestamp: [10:53]

Damali shares a pivotal moment after her first significant sale of $1,500. Overwhelmed by the success, she took a hiatus from photography, fearing she couldn't sustain or replicate that success. With the support of a life coach and the SBE community, she returned stronger, eventually reaching $140,000 in annual revenue by 2021.

Damali Shepherd [10:56]: "I stopped photographing people for the rest of the year... a year later I was like, oh, I had that sale. And it scared me so much that like what I wanted was possible and I didn't feel ready for it, that I totally shut it down."

4. Strategic Growth and Marketing

Timestamp: [16:10]

Damali discusses her marketing strategies, emphasizing online group engagement over traditional in-person networking. By authentically participating in business groups and nurturing relationships, she attracted a steady stream of clients. Her focus on providing value and differentiating her services helped establish her reputation.

Damali Shepherd [18:27]: "I started to engage in groups, like business groups, where personally they were for me too... it's easy to be around entrepreneurs because they need photos and they love what I do."

5. Specialization in BIPOC Personal Branding

Timestamp: [23:04]

Damali highlights her commitment to representing women of color. By showcasing black women exclusively on her Instagram and website, she fills a crucial gap in representation. This focus not only resonates with her target audience but also sets her apart in a saturated market.

Damali Shepherd [23:14]: "I show black women and people of color in general because I'm a black woman. Representation is just so, so, so important to me."
Damali Shepherd [24:48]: "My clients know that they're my priority, and they are. While I work with everyone, the women that look like me are absolutely my priority."

6. Innovative Packaging and Pricing Strategies

Timestamp: [26:44]

Transitioning to package-only pricing was a strategic move for Damali. Her basic package starts at $6,500, up from her initial $3,600, reflecting the comprehensive services she offers, including stylist collaboration and curated experiences. She further offers a $15,000 VIP package, which includes wardrobe assistance and personalized styling, enhancing the overall client experience.

Damali Shepherd [27:14]: "I went to package only pricing in 2020, and I started at $3,600. And then I've been up leveling those sessions and the way that I work ever since."

7. Enhancing the Client Experience with Styling

Timestamp: [30:51]

Damali elaborates on the value added by incorporating professional styling into her packages. By collaborating with stylists who assist clients with wardrobe selection and on-the-day styling, she ensures a seamless and luxurious experience. This holistic approach not only alleviates common client pain points but also justifies the premium pricing.

Damali Shepherd [33:18]: "They're getting a whole new view of themselves, of what they can wear, of how they can wear it... they're walking away with the confidence of our photo shoot together."

8. Technical Excellence: Lighting for Diverse Skin Tones

Timestamp: [46:12]

Damali shares her lighting setup, emphasizing its effectiveness in flattering diverse skin tones. Drawing inspiration from Lara Jade's Covergirl setup, she uses a single tilted light with black V-flats to create rich, natural-looking images that highlight the subject's beauty.

Damali Shepherd [46:12]: "My emphasis is really on just making sure that the woman in front of my camera is glowing. And my lighting setups reflect that."
Damali Shepherd [47:09]: "It's very simple. My favorite setup is from Lara Jade's Covergirl. It's just one light tilted down in front of the subject with two black V flats or two white V flats."

9. Personal Insights and Advice for Aspiring Photographers

Timestamp: [52:04]

Damali offers heartfelt advice to newcomers in the photography business. She emphasizes the importance of perseverance, seeking support through coaching and education, and fully committing to one's passion despite challenges.

Damali Shepherd [52:04]: "Give yourself fully to it. It's uncomfortable, it's hard, you will cry... find help and ask for help in any way that you can and pay for that help."
Damali Shepherd [51:27]: "When she wakes up, she likes herself so that you don't have to."

10. Future Goals and Vision

Timestamp: [43:26]

Looking ahead, Damali aims to stabilize her package-only business model, enhance her marketing efforts on Instagram and TikTok, and continue refining her messaging to attract clients who value her unique offerings. Her goal is to maintain a sustainable pace, focusing on quality over quantity to ensure personal and professional fulfillment.

Damali Shepherd [43:26]: "My goal this year is just to increase my marketing efforts, be better with Instagram... doing three or four of those shoots a month."
Damali Shepherd [45:41]: "My business is really custom tailored to who I am, and I am not a person who can do a lot of shoots in a short time frame."

11. Conclusion

Nikki closes the episode by praising Damali's achievements and her dedication to representing and empowering women of color through her photography. Damali expresses gratitude for the support from the SBE community and reflects on the life-changing impact of her journey.

Damali Shepherd [54:09]: "Best weekend of my life... I'm really, really appreciative of the platform and what y'all have built. It's been just so life changing."
Nikki Closser [53:52]: "Someone asked for us to keep an eye on. I see you going big places, that's for sure."

Key Takeaways:

• Community and Education: Engaging with supportive communities like SBE can significantly accelerate business growth.
• Specialization Matters: Focusing on a niche market, such as personal branding for BIPOC women, can distinguish your services in a crowded market.
• Comprehensive Packages: Offering all-inclusive packages that address client pain points (e.g., styling, wardrobe) justifies premium pricing and enhances client satisfaction.
• Authentic Marketing: Building genuine relationships and providing value without overt pitching fosters trust and long-term client relationships.
• Continuous Learning and Adaptation: Investing in coaching and continual learning is crucial for overcoming personal and professional challenges.

Notable Quotes:

• Damali Shepherd [00:35]: "Photography found me because it did and it is what changed everything."
• Damali Shepherd [10:56]: "I totally shut it down. It was really nuts."
• Damali Shepherd [23:14]: "Representation is just so, so, so important to me."
• Damali Shepherd [33:18]: "They're walking away with the confidence of our photo shoot together."
• Damali Shepherd [52:04]: "Give yourself fully to it. It's uncomfortable, it's hard, you will cry."
• Damali Shepherd [51:27]: "When she wakes up, she likes herself so that you don't have to."

This episode with Damali Shepherd provides invaluable insights into building a successful, specialized photography business. From overcoming personal fears and leveraging community support to creating high-value packages and authentic marketing strategies, Damali's story is both inspiring and instructional for photographers aspiring to elevate their craft and business.