The Portrait System Podcast: How Aaron Jay Young Went From $150 To $2500 Per Shoot (Re-Release)
Host: Nikki Klosser
Guest: Aaron J.
Release Date: April 14, 2025
Introduction
In this episode of The Portrait System Podcast, host Nikki Klosser welcomes Aaron Jay Young, a seasoned portrait photographer based in Los Angeles and Palm Springs. Aaron shares his transformative journey from charging $150 per shoot to an impressive $2,500 average, detailing the strategies and mindset shifts that fueled his success.
Guest Background and Career Beginnings
Aaron J. begins by outlining his dual-location business, balancing his time between Los Angeles and Palm Springs. With over 13 years in the industry, Aaron emphasizes the importance of maintaining a base in LA to secure commercial and editorial work, which comprises a significant portion of his clientele.
Aaron J. [03:31]: "I’m a portrait photographer with studios in Los Angeles and Palm Springs. Most of my work is still in LA, which is crucial for my commercial and editorial projects."
Aaron recounts his early creative endeavors, from drawing and playing musical instruments to discovering photography in his early twenties. His initial foray into photography was casual, taking behind-the-scenes shots for a friend, which eventually blossomed into a full-time career.
Aaron J. [10:13]: "The first time I picked up a camera, I was handed one by a friend during a shoot, and that moment sparked my passion for photography."
Transition to Full-Time Photography
Aaron discusses his transition from various jobs, including personal training and retail, to becoming a full-time photographer. Moving to Los Angeles marked a pivotal point where he had to build his business from scratch without prior freelance experience.
Aaron J. [12:10]: "Moving to LA meant building my business from the ground up, which was challenging without prior freelance experience."
Initially, Aaron struggled with pricing, frequently adjusting his rates based on what he found online. This inconsistency led to uncertainty and frustration as he tried to find his footing in the competitive LA market.
Aaron J. [14:31]: "I was charging anywhere from $150 to $250, constantly feeling like I wasn’t hitting the mark."
Shifting Pricing Models and Mindset
A significant turning point came when Aaron joined the Sue Bryce Education (SBE) community, which introduced him to a more structured pricing model. Initially uncomfortable with higher rates, Aaron gradually embraced the need to value his work appropriately.
Aaron J. [22:42]: "Mindset is everything. I had to shift from a scarcity mindset to one of expansion to truly succeed."
He recounts the challenges of increasing prices, including pushback from clients, but persevered by recognizing the long-term benefits of sustainable pricing.
Aaron J. [25:49]: "Every time I increased my pricing, the universe threw something my way to test my belief, but sticking with it led to breakthroughs."
Implementing Effective Marketing Strategies
Post-lockdown, Aaron hired a marketing team to manage his online advertising, which dramatically increased his visibility and client inquiries. This investment, costing approximately $3,000 monthly, proved invaluable as it generated a steady stream of high-paying clients.
Aaron J. [26:01]: "Hiring a marketing team transformed my business by handling Facebook, Google, and Instagram ads, leading to consistent inquiries."
He highlights the effectiveness of generalized ads that focus on capturing authentic energy rather than seasonal promotions, which have not yielded the same success for him.
Aaron J. [38:50]: "Generalized ads that speak about capturing authentic energy bring the highest return for me."
Embracing a New Business Model
Aaron adopted the SBE business model, focusing more on digital image sales rather than print sales, which aligns better with his client base and personal preference. This approach simplifies the sales process and reduces stress associated with physical product management.
Aaron J. [34:50]: "I don’t sell many prints, so I price my digitals higher to ensure I feel good about my business revenue."
He contrasts his approach to traditional shoot-and-burn models, advocating for clear, package-based pricing that reflects the value of his services.
Aaron J. [32:42]: "If everyone charged a baseline that reflects their true value, it would change the entire industry standard."
Mindset and Personal Growth
Aaron emphasizes the critical role of mindset in his success, shifting from self-doubt and a scarcity mindset to one of confidence and abundance. This transformation allowed him to take bold steps, such as raising his prices and investing in marketing, which were essential for scaling his business.
Aaron J. [24:50]: "Mindset is everything. Overcoming my belief that I wasn’t capable was the first step toward success."
He advocates for continuous self-improvement and resilience, encouraging photographers to embrace discomfort as a pathway to growth.
Aaron J. [24:50]: “If you wait until you feel ready, you might waste a lot of time. Move forward even if you’re uncomfortable.”
Advice for Aspiring Photographers
Aaron offers invaluable advice to those starting out in photography:
- Persist Towards Goals: Continuously move forward, even on days that feel unproductive.
- Embrace Failure: Reframe failure as a learning opportunity rather than a setback.
- Develop Skills Consistently: Engage in projects that hone your craft, such as free shoots or portfolio building.
Aaron J. [60:14]: "Raw talent alone won't make you successful. It’s the relentless pursuit and willingness to learn from mistakes that truly determines success."
Tools and Equipment
When discussing his essential gear, Aaron mentions his Canon R5 paired with a 24-105mm lens, which he prefers for its versatility despite not being a traditional portrait lens.
Aaron J. [51:34]: "I primarily shoot with a Canon R5 and a 24-105 lens. It’s become my go-to for capturing authentic energy."
Personal Insights and Inspirations
Aaron shares his favorite inspirational quote by Pema Chodron, highlighting the importance of compassion and shared humanity in his work:
Aaron J. [58:00]: "Compassion is a relationship between equals. Only when we know our own darkness well can we be present with the darkness of others."
This philosophy underpins his approach to creating meaningful connections with his subjects, fostering an environment where genuine emotion can be captured.
Conclusion
Aaron Jay Young's journey from struggling with low pricing to achieving substantial financial growth underscores the importance of mindset, strategic marketing, and valuing one's work appropriately. His insights provide a roadmap for photographers aiming to elevate their businesses and create lasting success.
Aaron J. [61:22]: "Never give up. Hold onto your vision, embrace your journey, and continue to evolve."
Where to Find Aaron Jay Young Online
- Instagram & Facebook: @aaronjyoung
- Studio Website: aaronjyoungstudio.com
- Editorial Portfolio: aaronjayoung.com
For more insights and strategies to grow your photography business, subscribe to The Portrait System Podcast and join the Sue Bryce Education community.