Podcast Summary: The Portrait System Podcast – Episode: Senior Photographer Mary Vance Talks Inclusivity & Success

Release Date: October 8, 2024

In this insightful episode of The Portrait System Podcast, host Nikki Klosser welcomes senior photographer Mary Vance to discuss her successful approach to portrait photography, emphasizing inclusivity and the innovative integration of video into her business model. Mary shares her journey, business strategies, and the profound impact of authentic connections with her clients.

1. Mary Vance’s Journey into Senior Photography

Mary Vance's path to becoming a renowned senior photographer is both unconventional and inspiring. Initially trained in biochemistry and genetics, Mary’s passion for the arts led her to a decade-long career in dance—both performing and teaching. A significant relocation to Seattle, coupled with the demands of motherhood, prompted Mary to seek a new creative outlet, ultimately discovering photography.

Mary Vance [04:07]:
“I found myself in a creative rut… and so I found photography with that.”

Mary began by photographing her teenage mentors, which organically evolved into a specialized focus on senior photography. Her ability to connect with teens, understanding their unique needs and aspirations, laid the foundation for her successful niche.

2. Emphasizing Inclusivity in Portrait Photography

A cornerstone of Mary’s business is her commitment to inclusivity, particularly regarding gender fluidity and neurodiversity. She strives to create a safe and authentic environment where all seniors feel seen and respected, diverging from the traditional, often restrictive, senior photo molds.

Mary Vance [09:02]:
“They just want to feel seen, right. Which is very different.”

Mary’s approach ensures that her clients are photographed as their true selves, avoiding clichéd poses that don’t align with their identities or aspirations. This genuine respect and understanding resonate deeply with her clients, fostering trust and loyalty.

3. Marketing with Values and Authenticity

Mary integrates her values into every aspect of her marketing strategy. She believes in walking the walk—living out her commitment to inclusivity daily rather than merely speaking about it. This authenticity is reflected in her communication, branding, and client interactions.

Mary Vance [09:42]:
“I'm safe, you are safe with me… I see you and I understand you and I respect you.”

By consistently embodying these values, Mary attracts a clientele that appreciates and supports her mission. Her marketing materials subtly convey her inclusive stance without explicitly stating keywords like “neurodiversity” or “gender fluidity,” allowing her brand to speak volumes through its actions and client experiences.

4. Incorporating Video to Amplify Business Success

One of Mary’s standout strategies is the integration of video into her senior photography packages. She offers two main video options:

• Hybrid Video: Combines still photography with short video segments captured during the session.
• Feature Film: A more in-depth, scripted video project that tells a comprehensive story.

Mary Vance [26:26]:
“That was the thing that took it from, like, oh, when am I going to have the time to pull and tease through every bit of all this video… they are so fast about going through it.”

By adding video, Mary significantly increases her sales, often tripling her revenue from sessions. The perceived value of video is high among clients, who cherish these dynamic memories that complement traditional photographs.

5. Overcoming Barriers and Maximizing Efficiency

Mary acknowledges the common barriers photographers face when incorporating video, such as the complexity of editing. To overcome this, she employs professional video editors, allowing her to offer high-quality video services without the burden of mastering intricate editing software herself.

Mary Vance [43:32]:
“Having the editors allows me to bypass that barrier.”

This delegation not only enhances the quality of her offerings but also ensures efficient turnaround times, enabling her to maintain a tight and profitable schedule.

6. The Power of Genuine Connections and Word of Mouth

Mary’s dedication to inclusivity and authenticity fosters strong word-of-mouth referrals. By genuinely connecting with her clients and meeting their unique needs, she builds a loyal client base that actively recommends her services within their communities.

Mary Vance [15:57]:
“That year I'm like, six seniors… requiring genuine human connection.”

This approach has led to her calendar being sold out months in advance, showcasing the effectiveness of her strategy and the high demand for her inclusive and heartfelt services.

7. Final Insights: Personal Preferences and Advice

In the concluding segment, Mary shares personal insights and advice for aspiring photographers:

• Essential Item for Shoots:

  Mary Vance [47:44]:
  “Comfortable shoes.”

• Hobbies When Not Working:

  Mary Vance [48:30]:
  “I love standup comedy…and traveling.”

• Recommended Photography Tool:

  Mary Vance [49:46]:
  “Editors. It’s got to be my editors… particularly Imagine.”

• Advice for Beginners:

  Mary Vance [51:29]:
  “Don’t stop. Be open to learning every single day.”

Mary emphasizes the importance of continuous learning and perseverance. She encourages photographers to identify their passions and integrate them authentically into their business models, ensuring both personal fulfillment and professional success.

Conclusion

Mary Vance's approach to senior photography, rooted in authenticity, inclusivity, and innovation, serves as a compelling model for photographers seeking to differentiate themselves in a competitive market. Her integration of video services and dedication to genuine client relationships not only elevates her business but also profoundly impacts her clients' experiences, making her a standout figure in the portrait photography community.

For aspiring photographers, Mary's journey underscores the value of aligning business practices with personal values, leveraging niche markets, and embracing technological advancements to enhance service offerings and drive business growth.