Podcast Title: This Can't Be That Hard
Host: Annemie Tonken
Episode: 285 - Stamina and Slow-Growth Marketing with Leah O'Connell
Release Date: October 8, 2024

Introduction

In Episode 285 of This Can't Be That Hard, host Annemie Tonken engages in a heartfelt and insightful conversation with Leah O'Connell, a seasoned family photographer based in Virginia. This episode delves into the often underappreciated aspects of building and maintaining a sustainable photography business, emphasizing the importance of stamina and a slow-growth marketing approach. Unlike the typical narratives that celebrate instant success, Annemie and Leah focus on the long-term, rewarding journey of nurturing a photography business through consistent effort and strategic planning.

Journey to Sustainable Success

Starting Young and Embracing Passion

Leah O'Connell's journey into photography began at the tender age of 15. She recounts her early days working in mall portrait studios like Sears and Picture People, as well as photographing at summer camps. Despite studying English and education in college with aspirations of becoming a high school teacher, Leah's passion for photography prevailed. A pivotal move to Hawaii with her military husband provided her the perfect opportunity to pursue photography full-time. "I just can't imagine doing anything else with my life," Leah shares early in the conversation (06:31).

The Power of Persistence Over Instant Success

Annemie emphasizes that this episode is tailored for photographers who haven't experienced "explosive, instantaneous success" but have built their businesses steadily over time. She highlights the value of long-term, organic growth, asserting that it lays a "rock solid foundation" for enduring success. Leah concurs, noting, "Slow and steady. Lots of slow and steady. And that's not a very glamorous way of putting it" (11:14).

Key Components of Building a Sustainable Business

1. Commitment

Leah defines commitment as the unwavering desire to pursue photography more than alternative paths. "The commitment of I want this more than something else... that's a bet on yourself," she explains (19:12). This dedication is crucial, especially during challenging times when it might be tempting to revert to previous careers or give up entirely.

2. Iteration

Iteration involves making thoughtful adjustments based on experience rather than chasing every new trend. Leah contrasts this with "shiny object syndrome," advocating for meaningful changes that enhance the business without disrupting its core. "It's like the difference between shiny object syndrome and tweaking what you have to make meaningful change" (20:27).

3. Reflection

Continuous reflection allows photographers to assess both past successes and future aspirations. Leah shares her experience of evolving her business goals, such as moving from a target of 100 clients to a more manageable and fulfilling number. "You have to have the big picture questions that you're continuing to ask yourself to make sure that you're going in the right direction" (24:10).

Practical Strategies for Long-Term Success

Consistent Online Presence

Leah underscores the importance of maintaining an online presence through blogging and newsletters. Despite the irregular posting schedule, the cumulative effect of consistent content creation has been instrumental in her business's growth. "I've been blogging for 12 years on the Internet and focusing on my online presence being something that I am proud of" (26:26).

Specialization and Diversification

Focusing on niche markets, such as lifestyle and school photography, has provided Leah with a steady stream of clients. This specialization not only aligns with her passion but also ensures a predictable flow of work throughout the year. "The school photos really help that... even if I have a slower summer, I know I have these schools coming up to kind of fill in that gap" (28:04).

Building Client Relationships

Leah emphasizes the value of storytelling in her newsletters as a means to connect with clients on a deeper level. By sharing personal stories and business lessons, she fosters a sense of community and trust, leading to direct inquiries and sustained client engagement. "I write stories about my life and my lessons and my business... people reply and connect and inquire directly from my newsletter" (26:55).

Overcoming Challenges and Avoiding Burnout

Annemie and Leah discuss the prevalent issue of burnout in the photography industry. They advocate for a sustainable approach that avoids the pitfalls of overexertion. Leah passionately states, "I really want to stop hearing about people whose turning point to a successful business is burning out" (32:18). Instead, they promote strategies that ensure growth is manageable and enjoyable, without compromising personal well-being.

Notable Quotes

• Leah O'Connell: "Slow and steady. Lots of slow and steady. And that's not a very glamorous way of putting it." (11:14)

• Leah O'Connell: "The commitment of I want this more than something else... that's a bet on yourself." (19:12)

• Leah O'Connell: "It's like the difference between shiny object syndrome and tweaking what you have to make meaningful change." (20:27)

• Leah O'Connell: "I've been blogging for 12 years on the Internet and focusing on my online presence being something that I am proud of." (26:26)

• Leah O'Connell: "I really want to stop hearing about people whose turning point to a successful business is burning out." (32:18)

Conclusion

Episode 285 serves as a compelling reminder that building a successful photography business is a marathon, not a sprint. Through honest dialogue, Annemie Tonken and Leah O'Connell shed light on the virtues of patience, persistence, and strategic adaptation. For photographers feeling overwhelmed by the pressure for instant results, this episode offers solace and actionable insights into creating a business that is not only profitable but also deeply fulfilling.

Resources Mentioned

• Leah O'Connell's Website: LeahOConnell.com/learn
  • Podcast: Photo Fuel
  • Big Picture Workbook: Journaling prompts and business reflection tools
  • Free Resources: Gallery walkthroughs and in-home shoot tutorials

Connect with Leah O'Connell

• Website: LeahOConnell.com
• Podcast: Photo Fuel
• Newsletter Sign-Up: Available on her website for storytelling-based, value-driven content

Timestamp Reference Key:

• A: Annemie Tonken, Host
• C: Leah O'Connell, Guest