Podcast Summary: The Portrait System Podcast

Episode: "How To Reach A $3k+ Sales Average With Boudoir" with Michele Mateus (Re-Release)

Host: Nikki Closser
Guest: Michele Mateus
Date: November 18, 2025

Episode Overview

In this episode, host Nikki Closser interviews Vancouver-based boudoir and portrait photographer Michele Mateus. Michele shares her journey in building a successful boudoir business with a consistent $3,000+ sales average, her focus on client connection and empowerment, and offers in-depth insights into her client experience, sales processes, and marketing strategies. The conversation highlights the importance of authenticity, client care, and adapting business models to personal strengths and local market realities.

Table of Contents

1. About Michele Mateus and Her Studio
2. Michele’s Core Philosophy: Purpose Before Profits
3. Balancing Connection and Sales
4. Client Journey & Communication
5. The Photoshoot Experience
6. Sales Process: In-Person and Virtual IPS
7. Marketing & Client Attraction
8. Email Marketing as a Cornerstone
9. Favorite Tools & Workflow
10. Managing Disability and Self-Care as a Photographer
11. Advice & Takeaways for Photographers
12. Memorable Quotes
13. Where to Find Michele Mateus

About Michele Mateus and Her Studio

• Location: Vancouver, British Columbia; 300 sq. ft. home studio
  • “It’s definitely a bone of contention with my 9-year-old because I took over when he was 4…” (03:42)
• Genres: Boudoir and intimate portraits, also does personal branding on location.
• Founded her studio approximately five years ago after years in design and photography education.

Michele’s Core Philosophy: Purpose Before Profits

• Background in social justice and feminist theory deeply influences her approach.
• “For me, I'm really passionate about not seeing people as a top selling pose, not seeing people as how many portraits I'm going to sell to them, but seeing them for who they are, celebrating the beauty within them for whatever that means for them and just really celebrating humanity.” (00:35, 06:05)
• Intentionally moves the focus away from numbers and toward genuine client care and empowerment.

Balancing Connection and Sales

• Sales averages $3,500–$5,000 per session, but prioritizes client experience.
• “Because I focus more on that connection and that depth and the artistry... it just all works out that way.” (08:07)
• Recognizes the need for financial sustainability ("I live in the most expensive city in Canada") but believes genuine connection drives referrals and larger sales.

Client Journey & Communication

Discovery Call (12:38–15:43)

• Discovery calls are used to ensure a mutual fit, not just for the client but for Michele as well.
• Integrates embodiment coaching/trauma-informed questions to promote safety and comfort.
• Language and communication style are consistent from website to calls.
• “One of the questions I've just added to that call is: how do you want to feel when you see your portraits?” (15:18)

Booking & Pre-Shoot Prep (17:04–20:01)

• Session fee is collected at booking.
• Creative consultation via Zoom for efficiency and client comfort.
• Detailed questionnaires designed to identify special needs, triggers, or sensory issues.
• Trauma-informed practice: “Because I ask people those questions when we're on that zoom, they're like, wow, people never asked me that.” (17:33)

The Photoshoot Experience

• Blends studied posing with intuitive, energy-led direction.
• “I just go with the flow... I ask them if they have a playlist that they brought. If not, I have a few curated playlists...” (23:30)
• Uses humor and vulnerability (shares her own MS diagnosis) to create a safe, relaxed environment.
• Incorporates “play,” intention-setting (pulling cards), and embodiment techniques like breathing exercises.
• “Today is just about play… because how often as adults do we play just for the heck of it?” (25:21)

Sales Process: In-Person and Virtual IPS

• Offers in-person and virtual (Zoom) sales reveals; about half of clients are from out of town.
• IPS structure based on Sue Bryce’s collections: 7, 15, 25, 35 images (prints + albums for higher collections).
• Prepayment available, with most clients upgrading after image reveal.
• Displays both black & white and color images based on client preferences.
• “We go through the photos, there’s often big emotions… that’s often when they cry, you know, this release to see themselves.” (30:52)
• Meticulous email communication before, during, and after (38+ emails over a year!).

Marketing & Client Attraction

• Early years: focused on local networking (BNI, women’s groups), but had limited alignment.
• Ads (Google/Facebook) not effective for high-touch, boutique service offerings.
• Finds best clients through referrals and organic Google search.
• “I would say 45% of my clients are either returning clients or referrals.” (35:13)
• Attraction-based: Getting louder about who she is, repelling wrong-fit clients.

Email Marketing as a Cornerstone

• Grows email list intentionally (“slow burning candle, not fireworks”).
• Weekly nurture emails: 1/4 sales-focused, rest offer tips, personal stories, embodiment advice.
• “I send four emails a month, so one every week… We run it like a conversation. Like, I don’t sell a lot through my... just one email a month out of the four is a sales email.” (40:03)
• High open rates (63%!) due to authenticity and value-driven content.
• Encourages nurturing, not just selling: “You have to nurture. You have to give them some things that are going to make them want to read more and learn more and then eventually book.” (41:42)

Favorite Tools & Workflow

• Lighting: Predominantly uses Profoto strobes and modifiers (45:18)
• Always brings a reflector (five-in-one!) to shoots: “Cheapest thing, easiest thing, clamshell lighting—you don’t need two lights, use a reflector.” (52:12)
• Regular creative play sessions for artistic growth (46:59)
• Studio assistant is “game changer” for energy and focus (48:30)

Managing Disability and Self-Care as a Photographer

• Lives with multiple sclerosis; incorporates self-care and communicates physical needs to clients.
• “I tell everybody before the shoot... I use humor a lot, so I just try and be very honest with them. And I think because I’m so vulnerable…it makes it more of an invitation for people to be open with me too, for sure.” (22:19)
• Uses a studio assistant to manage physical demands of shoots and protect her health and energy.

Advice & Takeaways for Photographers

• On Pricing: “Price yourself sustainably...I did not. See what you’re doing as a business.”
• Business Coaching: “Invest in a good business coach… and know that every business coach will bring you different nuggets.”
• Authenticity: “Don’t follow the masses...If people are going right, go left.” (54:38)
• Creative Inspiration: “Go and look at something that might be different, that might not even be photography.” (56:13)
• Networking and Marketing: Focus on nurturing relationships over transactional sales; quality over quantity in networking.
• Reinvention: Take inspiration but make your work and business models your own.

Memorable Quotes

• “Meeting people where they’re at and reflecting back what I can capture in them that maybe they forgot that they had within them.” – Michele Mateus (06:05)
• “When you become so focused on the money...you’re not really...I’m a total empath and like working from that heart center, I don’t know, it just calls in more of that juicy goodness.” – Michele (08:07)
• “You can’t forget that this is not a dollar sign. It’s a human being who, yes, is going to pay you, but it’s all about how you’re making them feel in that moment.” – Nikki (10:33)
• “I just go with the flow...that word: play. I often tell people today is just about play, you know, because how often as adults do we play?” – Michele (25:22)
• “Just be yourself and be a bit louder at it.” – Michele (39:18)
• “You don’t have to recreate the wheel, but you also don’t have to feel like that’s the gospel truth...there’s only one way.” – Michele (54:54)

Timestamps for Important Segments

• Core Philosophy & Connection: 00:35, 06:05, 08:07
• Discovery Call & Communication: 12:38–15:43
• Shoot Process & Experience: 22:55–27:10
• Sales Process: 28:47–34:07
• Email Marketing: 39:30–44:56
• Reflector & Essential Gear: 52:12–53:42
• Business Advice: 53:49–56:13

Where to Find Michele Mateus

• Website: mateastudios.com
• Instagram (Photography): @mateastudios
• Instagram (Coaching/Embodiment): @matiascoaching

This episode is essential listening for portrait and boudoir photographers craving real-world, high-touch strategies; it emphasizes personal values, client care, and building a business that truly fits your life. Michele’s candid, empowering approach and practical business advice make this an inspiring resource for those looking to grow both professionally and personally.