Podcast Summary: "How to Charge Higher Prices in a Small Town with Jessica Malone"

Podcast Information:

• Title: The Portrait System Podcast
• Host: Nikki Klosser
• Guest: Jessica Malone
• Release Date: February 5, 2025

Introduction

In this re-released episode of The Portrait System Podcast, host Nikki Klosser welcomes Jessica Malone, a successful portrait photographer operating in Galpolis, Ohio. Jessica shares her journey from struggling with low pricing in a small town to achieving remarkable business success by redefining her pricing strategies and leveraging effective marketing techniques inspired by the Sue Bryce Education model.

Jessica Malone’s Photography Journey

Accidental Start and Early Challenges

Jessica Malone began her photography career quite by accident during her senior year in college. Opting out of a folk dance elective, she chose digital photography instead, despite having minimal experience. Her first client was a wedding that she undertook almost unprepared, charging $100 as a donation for an engagement session. This initial experience, though daunting, marked the beginning of her professional journey.

"[07:10] Jessica Malone: I got started in photography by pure accident... I offered an engagement session as a trial run, and I didn't know how to charge anything. I did their engagement session as a donation, and they gave me $100."

Experiencing Burnout

Early on, Jessica embraced the "shoot and burn" pricing model, taking on as many sessions as possible to make ends meet while juggling college and parenthood. This approach led to burnout as she continually lowered her prices to compete, ultimately charging as little as $50 per session.

"[09:46] Jessica Malone: I was working my way through college. I had my son, so I was trying to take care of a child, too. And I was just doing anything and everything and taking as many sessions as I could possibly take because they were like these shoot and burn prices."

Overcoming Burnout with Sue Bryce Education

Shifting Mindset and Embracing Education

In 2016, Jessica discovered the Super Ice Education platform. After a year of consuming educational content, she decided to commit fully to the Sue Bryce business model. This pivotal change helped her rebuild her self-value and restructure her pricing strategy, leading to her best year in 2020 despite operating in a small town and amidst a pandemic.

"[13:13] Jessica Malone: I found the education and it was like, I either have to give this a real try with a real business model that's really gonna work and I can make a livable income, or I just have to quit this entirely."

Improving Self-Value

Jessica realized that her self-worth was directly impacting her pricing. By valuing her work appropriately and investing in her skills, she was able to raise her prices without losing clients.

"[11:05] Nikki Klosser: ...self value is such a direct reflection of what we're selling and how much we're charging, and it is everything."

Effective Marketing in a Small Town

Leveraging Uniqueness

Operating in a small town with a modest population, Jessica recognized that being the only photographer offering high-end portrait services made her stand out. She capitalized on this uniqueness by positioning her premium pricing as a mark of quality, making her the talk of the town.

"[29:17] Jessica Malone: ...you're the only person doing anything like this. And if you are shocking people with your prices, they're going to remember you."

The 40 Over 40 Project

A significant contributor to Jessica’s success was her participation in the 40 Over 40 project. Launching this campaign during a challenging year, she saw it spread organically through word of mouth, leading to a surge in clients and ultimately grossing over $100,000 in 2020.

"[27:11] Jessica Malone: ...the majority of my business last year was from the 40 Over 40 project."

Strategic Pricing Models

Package-Based Pricing

Jessica employs a tiered pricing system, offering clients distinct packages (small, medium, large) instead of a la carte options. This approach encourages clients to purchase more comprehensive packages, often leading to higher overall sales.

"[25:35] Jessica Malone: No one ever wants just one. Trust me, you're gonna want more."

Avoiding A La Carte Pitfalls

By not offering a la carte pricing, Jessica maintains control over her revenue streams, preventing clients from limiting their purchases to minimal options. She believes clients naturally opt for larger packages once they see the value in the offerings.

"[25:35] Nikki Klosser: ...if you offer a la carte, you can see the value of the packages."

Client Interaction and Immediate Reveals

Building Trust Through Immediate Feedback

Jessica utilizes immediate reveals post-session, allowing clients to see their photos while their confidence is high. This technique helps in upselling and ensures clients are satisfied with their selections, fostering trust and repeat business.

"[38:31] Jessica Malone: Immediate reveal, just after their session... They sit on my couch and relax, and I go through and... they get narrowed down to the images they can't live without."

Balancing Professionalism with Client Preferences

While immediate reveals are effective, Jessica acknowledges the need to handle certain situations delicately, especially in boudoir photography where clients are more conscious about their appearance.

"[40:21] Jessica Malone: I have learned some hard lessons on that... it was definitely because I thought she was so beautiful... I don’t wanna say that."

Advice for Aspiring Photographers

Emphasizing Mindset

Both Jessica and Nikki stress the importance of a strong, positive mindset. They argue that believing in one's value is crucial for pricing appropriately and achieving business success.

"[37:41] Jessica Malone: My biggest advice to photographers starting out is to be aware of how powerful your mindset is, because that will make or break things for you."

Continuous Learning and Adaptation

Jessica encourages photographers to keep learning and adapting without falling into the trap of analysis paralysis. Taking actionable steps and trusting in their skills are key components of her advice.

"[37:41] Jessica Malone: As long as you have the right mindset, literally nothing can stop you."

Closing Remarks

Favorite Tools and Inspirational Quotes

• Essential Tool: Jessica emphasizes the importance of the camera and the photographer behind it as the most vital tools.

  "[47:15] Jessica Malone: ...the camera and you. That's all you need."

• Inspirational Quote: She shares a Buddhist-inspired quote that underscores the power of mindset: "What you think you become, what you feel you attract and what you imagine, you create."

  "[49:26] Jessica Malone: ...what you think you become, what you feel you attract and what you imagine, you create."

Personal Life and Hobbies

Outside of photography, Jessica enjoys farming, raising chickens, gardening, and spending quality time with her family, balancing her professional and personal life seamlessly.

"[48:49] Jessica Malone: ...chasing chickens or children on my farm."

Conclusion

Jessica Malone's story is a testament to the power of mindset, strategic pricing, and effective marketing, even in challenging environments like a small town. By valuing her work appropriately and leveraging her unique position in the market, Jessica has built a thriving portrait photography business. Her insights provide invaluable lessons for photographers aiming to elevate their pricing and grow their businesses sustainably.

Notable Quotes:

• "[07:10] Jessica Malone: I offered an engagement session as a trial run, and I didn't know how to charge anything."
• "[29:17] Jessica Malone: ...you're the only person doing anything like this. And if you are shocking people with your prices, they're going to remember you."
• "[37:41] Jessica Malone: ...be aware of how powerful your mindset is, because that will make or break things for you."
• "[49:26] Jessica Malone: ...what you think you become, what you feel you attract and what you imagine, you create."

This episode highlights Jessica Malone's transformative journey in the photography business, offering listeners practical strategies and profound insights into pricing, marketing, and personal growth within the industry.