The Portrait System Podcast
Episode: How Rebecca Shepard Got To A $3k+ Average In Rural Small Town Kansas By Using TikTok (Re-Release)
Host: Nikki Closser
Guest: Rebecca Shepherd
Release Date: May 29, 2025
Introduction and Background (02:26 - 04:30)
In this episode, Nikki Klosser welcomes Rebecca Shepherd, a senior photographer operating out of Parsons, Kansas—a small town of approximately 10,000 residents located in a remote, rural area over 50 miles from major amenities like Starbucks or Target. Rebecca shares her journey of establishing a thriving portrait photography business despite the geographical and economic challenges inherent to her location.
Overcoming Challenges in a Small Rural Town (04:03 - 09:19)
Rebecca delves into the initial skepticism surrounding the feasibility of running a high-earning photography business in a small town. She highlights that being located in such a remote area doesn't diminish her service's value; in fact, it enhances it by providing local clients with high-quality portrait services that would otherwise require long drives to larger cities.
“Being in a small town this tiny, this far away from everything, didn't mean that I should be less expensive and that I was less valuable. It actually meant that I was that much more valuable because someone did not have to take an entire day to drive to get a service of my quality.”
— Rebecca Shepherd [04:30]
Navigating Business Models and Pricing (07:00 - 09:19)
Rebecca explains how she strategically structured her business model and pricing to align with the local economy. She resisted the common notion in small towns that higher pricing isn't sustainable, instead positioning her services as premium offerings that add significant value to the community.
The Importance of Community and Relationships (09:19 - 15:04)
Highlighting the significance of building strong community ties, Rebecca emphasizes collaboration with local service providers like hair and makeup artists. She advocates for fair pricing not only to sustain her business but also to contribute positively to the local economy.
“We're offering something that they would not have access to otherwise... And by funneling money into our community, we are supporting our schools and roads.”
— Rebecca Shepherd [14:49]
Transition to Marketing Strategies and Social Media (16:21 - 23:16)
Rebecca discusses the limitations of traditional marketing strategies like Google SEO in reaching a broader clientele beyond her immediate rural area. She transitioned to leveraging social media platforms, initially Instagram and now TikTok, to expand her reach and attract clients from a wider geographic area.
Utilizing TikTok for Business Growth (23:16 - 38:32)
TikTok as a Discovery Platform
Rebecca provides an in-depth analysis of TikTok, citing its effectiveness as a discovery tool surpassing even Google for demographics under 35. She shares her personal success on the platform, including a viral post that garnered 16 million views, significantly boosting her follower count and client inquiries.
“TikTok has surpassed Google as a search engine for under ages 35... I have 50,000 followers and have had posts with up to 16 million views.”
— Rebecca Shepherd [30:27]
Practical Tips for Photographers
Rebecca offers actionable advice for photographers considering TikTok:
- Separate Accounts: Create distinct business and personal accounts to manage content effectively.
- Understand the Platform: Spend time exploring TikTok to grasp its unique dynamics before committing fully.
- Maintain a Minimal Presence: Even if not aiming for virality, ensure a consistent and representative presence to enhance discoverability.
“Do not get locked into where we're at. Make sure you're striking a really good balance with all of those business structures that need to be in place.”
— Nikki Closser [38:32]
Unique Services and Client Experience (39:53 - 55:58)
Rebecca elaborates on her specialized senior photography sessions, which stand out from traditional offerings by including comprehensive services such as full hair and makeup, multiple outfit changes, and both studio and on-location shoots. Her sessions are tailored to reflect each senior's unique personality and interests, providing a customized and memorable experience.
“We're creating something that is unique to them and that represents who they are as individuals.”
— Rebecca Shepherd [21:23]
Session Packages and Pricing
Rebecca outlines her diverse package offerings:
-
Simple Studio Session: $390
Ideal for quick updates or families wanting a few images. -
Premium Session: $690
Includes hair and makeup, multiple outfit changes, studio and location shoots, and a print credit. -
Creative Session: $1,290
For highly creative and elaborate shoots, such as themed environments like a circus tent or mermaid session.
“A lot of families spend between anywhere between 2,500 and 5,000. I think my average is just over 3,000 right now.”
— Rebecca Shepherd [43:53]
Building and Maintaining Relationships (56:06 - 58:55)
Rebecca emphasizes that the backbone of her successful business lies in developing genuine relationships with clients and within the photography community. She shares that her slow and steady approach to building trust and rapport has been pivotal in achieving sustained growth.
“This business, this journey is all about relationships... Don't forget relationships within our industry and our community at large.”
— Rebecca Shepherd [56:06]
Personal Insights and Inspirational Quotes (49:36 - 55:58)
Rebecca shares her personal routines that help balance her professional and personal life, such as meticulous planning for each shoot and carving out quiet time for herself to stay inspired and focused.
Favorite Inspirational Quote
Rebecca reveals her favorite quote by Marianne Williamson, which resonates deeply with her philosophy on personal and professional growth:
“Our greatest fear, our deepest fear is not that we are inadequate... We are all meant to shine, as children do.”
— Rebecca Shepherd [53:35]
This quote embodies her belief in embracing one's potential and encouraging others to do the same, both in her photography business and personal life.
Advice for New Photographers (55:58 - 58:55)
Rebecca advises aspiring photographers to prioritize building strong relationships, both with clients and within the industry. She underscores the importance of self-confidence, continuous learning, and contributing positively to the community to achieve long-term success.
“If you can go in with that mindset, I think you are going to find so much joy in this process of building this business that you love.”
— Rebecca Shepherd [58:30]
Conclusion and Final Thoughts
The episode wraps up with Rebecca expressing deep gratitude for the support from the Sue Bryce Education community, which played a significant role in her business's success. She encourages other photographers to remain dedicated to their craft and to foster meaningful connections within their communities.
“I feel like even more so where I am, it's been a huge asset and help give me the courage and inspiration to be where I am.”
— Rebecca Shepherd [49:03]
Key Takeaways:
- Value in Small Markets: Operating in a small, remote area can be advantageous by providing underserved clients with high-quality services.
- Strategic Pricing: Aligning business models and pricing with local economic conditions is crucial for success.
- Leveraging Social Media: Platforms like TikTok offer powerful tools for expanding reach and attracting a broader clientele.
- Customized Client Experience: Offering personalized, comprehensive services can differentiate a business in a competitive market.
- Building Relationships: Strong connections with clients and within the industry are foundational for sustained growth.
- Personal Balance: Maintaining personal well-being through planning and self-care enhances professional performance.
- Inspirational Mindset: Embracing one's potential and encouraging others fosters both personal and professional development.
Rebecca Shepherd's story serves as an inspiring example of how determination, strategic thinking, and genuine community engagement can lead to remarkable success, even in the most unexpected places.