Podcast Summary: This Can't Be That Hard
Episode 305: Using a Studio to Grow Your Photography Business with Michelle McAfee
Release Date: February 25, 2025
Introduction
In Episode 305 of This Can't Be That Hard, host Annemie Tonken delves into the strategic advantages of owning and utilizing a physical studio to elevate a photography business. This episode features Michelle McAfee, professionally known as Michelle Lindsay, a seasoned photographer who has successfully transformed her studio into a multifaceted hub for creativity and community.
Guest Introduction
Michelle Lindsay's Journey
Michelle Lindsay shares her extensive experience in the photography industry, highlighting her transition from wedding photography to specializing in portraits, including motherhood, maternity, and family photography.
Michelle Lindsay [03:48]: "I went full time in 2008, so 16 years. I started photographing in 2006... I wanted to eventually have kids and have my weekends free."
Michelle emphasizes the importance of building a sustainable business that aligns with personal values and life goals, steering away from the demands of wedding photography to focus on more personal and manageable projects.
The Evolution of Studio Space in Photography
Initial Studio Ventures
Michelle recounts her early attempts at establishing a studio, starting with a makeshift space in her apartment and gradually moving to commercial spaces. She highlights the challenges of limited space and inadequate facilities before finally acquiring a space that met her vision.
Michelle Lindsay [07:30]: "I completely decked it out with my photos and everything. When I look back at photos I'm like, oh my gosh, so embarrassed."
Building the Dream Studio
The turning point came when Michelle purchased a commercial space, enabling her to design her dream studio from the ground up. This space not only serves as a venue for client shoots but has also become a central hub for various business activities.
Michelle Lindsay [10:00]: "It has been so cool to see not just photographers, but creatives and other small business owners coming into this space and finally doing things."
The Importance of a Physical Studio in a Digital Age
Setting Differentiation in a Competitive Market
Annemie stresses the significance of having a physical studio to stand out in a saturated online market. A dedicated space can enhance credibility and provide a unique client experience that purely online businesses may lack.
Annemie Tonken [00:00]: "When there are a lot of photographers out there and the competition is fierce, one way that you can set yourself apart is by having some sort of dedicated physical space."
Enhancing Client Experience
Michelle underscores that the physical studio allows her to create a personalized and memorable experience for her clients, which can lead to higher client satisfaction and repeat business.
Michelle Lindsay [10:00]: "Almost more important than the photos themselves, the way the clients feel about the experience of being photographed matters more."
Studio at 428: Creating a Community Hub
Transforming the Studio During COVID
During the COVID-19 pandemic, Michelle repurposed her studio to address the isolation felt by many photographers and small business owners. She transitioned the studio from a personal workspace to a communal area where creative professionals could collaborate and grow together.
Michelle Lindsay [15:20]: "I saw both an opportunity for my business to diversify its income, but also to answer a real need that was in my community of small business owners and photographers for space to actually start propelling their businesses forward."
Launching the Photography Collection Membership
Michelle introduced the Studio at 428 Photography Collection, a membership program offering hourly access to the studio. This initiative fosters a collaborative environment where photographers can share resources, knowledge, and support each other's growth.
Michelle Lindsay [22:09]: "So we actually, in the fall, just launched a photography collection. So it's a membership that photographers can join, and with it, they get hourly access to the studio that they can use however they want throughout the year."
Diversifying Income and Services Through the Studio
Multiple Revenue Streams
The studio is utilized not only for client shoots but also for hosting events such as client appreciation parties, workshops, co-working days, and book launches. These activities create additional income streams and enhance the studio's value proposition.
Michelle Lindsay [19:35]: "We did a book launch here in the fall which was really, really cool. They did like their big book launch party, so that was really fun to see."
Content Creation and Marketing
Having a dedicated space allows Michelle to produce high-quality marketing content, host networking events, and conduct workshops, thereby increasing her brand visibility and attracting a broader client base.
Michelle Lindsay [10:00]: "Using it for marketing purposes, hosting like client appreciation events here, creating content. Just having a space to like be able to go in and create content has been huge."
Marketing and Legitimacy through Studio Ownership
Establishing Credibility
Owning a physical studio conveys a sense of professionalism and stability, which can attract clients who value high-quality and trustworthy services.
Annemie Tonken [14:40]: "There are certain clients for whom having a physical space and sort of having that adds a certain amount of legitimacy or trust."
Leveraging the Studio for Branding
Michelle transformed her studio's branding from "Michelle Lindsay Photography" to "Studio at 428," which allowed for a more inclusive environment catering to various creatives and enhancing the studio's appeal.
Michelle Lindsay [15:20]: "I took my name off of it. I got a new sign. It went from Michelle Lindsay Photography to Studio at 428."
Overcoming Startup Challenges and Utilizing Available Resources
Starting Small and Scaling Up
Michelle advises photographers without access to a dedicated studio to start small, utilizing available spaces creatively and gradually scaling up as the business grows and revenue increases.
Michelle Lindsay [25:13]: "If you can remove the blinders and say, okay, I'm an outdoor photographer, but how could I use a studio space to either bring in new warm leads... that's when you really start to see the power of a studio."
Creative Utilization of Studio Space
She encourages looking beyond traditional uses of studio space, such as hosting client appreciation events or creating niche services, to maximize the return on investment and enhance business growth.
Annemie Tonkin [29:08]: "There's so many different opportunities these days... the marketing potential all by itself, if you're creative enough about it, could cover that ROI and more."
Final Insights and Resources
10 Ways to Utilize a Studio
Michelle offers a free downloadable resource titled "10 Different Ways to Utilize a Studio to Boost Your Brand Awareness and Sales," providing actionable strategies for photographers to leverage their studio space effectively.
Michelle Lindsay [31:26]: "So I have a Freebie download on 10 different ways that you can utilize a studio to sort of boost your brand awareness and your sales."
Contact Information
Listeners are encouraged to connect with Michelle and explore her studio offerings through Instagram:
- Studio at 428 Instagram: @Studioat428
- Michelle Lindsay Photography Instagram: @MichelleLindsayPhoto
Conclusion
This episode of This Can't Be That Hard provides invaluable insights into the strategic use of a physical studio to not only enhance the photography business but also build a supportive community. Michelle Lindsay's experience underscores the multifaceted benefits of studio ownership, from creating additional revenue streams to fostering meaningful client relationships and professional collaborations. Photographers at any stage of their career can draw inspiration from Michelle's approach to leveraging studio space for sustained growth and success.
Additional Resources
- Download Michelle's Freebie: Studio at 428 - 10 Ideas
- Follow Michelle Lindsay on Instagram: @MichelleLindsayPhoto
- Explore Studio at 428: Studio at 428 Website
If you enjoyed this summary, consider tuning into Episode 305 of This Can't Be That Hard for a more in-depth conversation with Michelle Lindsay. Don’t forget to subscribe, leave a review, and share with fellow photographers looking to elevate their business strategies.