Business Insights: What E-Commerce Can Learn from Professional Photographers
As a photographer following Professional Photographers of America (PPA) podcasts, I've discovered some fascinating business insights that I believe are particularly valuable for e-commerce professionals. In a recent collection of talks featuring successful photographers - including one studio generating over $60,000 monthly - I noticed striking parallels between our industries that could benefit online retailers.
Looking Beyond Industry Boundaries
One photographer shared how studying Chick-fil-A and Costco transformed his business. In photography, where we often focus on artistry and technical skill, his systematic approach to customer experience proved revolutionary. This demonstrates the value of seeking inspiration beyond your immediate industry - something every e-commerce business should consider.
Rethinking Customer Experience
Take the photographer who offers champagne to clients experiencing even minor delays. While e-commerce businesses can't send champagne through a screen, this principle of turning setbacks into memorable moments has clear applications in online retail. It's about finding creative ways to delight customers, even when things don't go as planned.
Marketing Innovation
Several photographers shared unique marketing approaches worth noting. One built an email list through a Boys and Girls Valley All-Star team calendar, while another gained traction using rap videos on social media. These examples show how unconventional thinking can help any business stand out in today's crowded digital marketplace.
The Value-Price Relationship
Many photographers described their journey of breaking free from the low-price trap by learning to communicate value effectively. This challenge resonates strongly in e-commerce, where pricing pressure can be intense and standing out means more than competing on price alone.
Building Digital Communities
The discussions about creating engaged client communities through social media and private groups particularly stood out. These strategies for fostering connection in a digital space offer valuable lessons for online retailers looking to build lasting customer relationships.
Key Takeaways for E-commerce Businesses
These business principles transcend industry boundaries:
Seek operational excellence inspiration anywhere
Transform challenges into opportunities for connection
Build authentic community around your brand
Embrace creative marketing approaches
Communicate value beyond price
While photography and e-commerce might seem quite different, building a successful digital-first business requires similar fundamentals. I'd love to hear from e-commerce professionals - what unexpected places have inspired your business strategies?
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Okay, so imagine this. A photography studio pulling in over $60,000 a month.
Wow.
That's the kind of success story we're diving into today. But it's not just about pretty pictures.
We're going to uncover the business strategies used by top photographers.
Yeah.
And get this, you can apply these to your e-commerce product and product marketing.
Okay.
It's fascinating, right? How much we can learn from these creative fields like photography.
I know it's really Interesting.
The strategies they use for branding, customer experience,
even their mindset.
Yeah.
It translates surprisingly well.
It really does.
To the world of selling online.
Absolutely.
Exactly. We've got these interviews with photography masters.
Okay.
Folks who have not only mastered their craft, but also built these thriving businesses.
Like seriously thriving.
We're going to extract those golden nuggets of wisdom. You know, those like real actionable,
okay,
insights. Yeah.
And see how they can help you level up your e-commerce game. So whether you're fine-tuning your product listings, planning a social media campaign, or just looking for that edge, you know,
yeah, that extra something
to stand out in that super crowded e-commerce marketplace.
This deep dive is packed with insights you can use like
immediately.
Yeah, love that.
So, let's just jump right in. Let's kick things off with the power of systems.
Okay, love it.
One photographer, he actually modeled his entire business after companies like Chick-fil-A and Costco.
Interesting, right?
Very different businesses than photography.
Total opposite, right?
Yeah.
But he was like, you know what?
What?
These businesses create these really efficient workflows and consistent customer experiences.
And he was like, why not apply that to photography?
I mean, it makes sense. They're successful for a reason.
Exactly.
Yeah.
He even has a system for posing subjects using a modified bathroom rug.
What?
I I know, right?
It's brilliant.
Talk about creative problem solving.
It's so true. You know, he needed a way to ensure this consistent posing,
right? Like every time, same thing.
Yeah. And he just he found a solution and he was using something that he already had.
Totally. And I feel like that's crucial thinking outside the box, especially in e-commerce, you know?
Yeah.
Like imagine repurposing those everyday items.
Okay.
For product photography or even packaging.
Yeah.
And that could be a cost-effective way.
Absolutely.
To create a memorable brand.
Yeah. Just like just like that photographer did.
Exactly. It's like a little element.
Totally.
Yeah. That's so smart. It makes you realize that sometimes the best solutions are right in front of us.
Yeah. You just got to you got to look.
Yeah.
Yeah.
Now, how about applying that systems thinking
to an ecommerce business? So, could things like streamline processes,
okay,
like automated emails or standardized product descriptions, could that improve efficiency, customer satisfaction? Do you think
absolutely like those automated emails can nurture leads?
Okay.
You know, guide customers along and then standardized product descriptions.
Yeah.
Ensure that consistency, that clear brand voice across your entire
Oh, that's good.
product catalog.
Yeah. Because it's so easy to get lost in the day-to-day,
you know, so true.
Of running an e-commerce business.
Yeah.
But having those systems, it's like, ah,
it just frees you up.
Frees you up. Yeah. Time and energy to focus on like
the big The big picture.
Yeah.
Now, let's shift gears a little bit,
okay,
to branding.
Love it.
One photographer completely transformed her business
by strategically separating her brand.
Interesting.
Okay. So, she used to focus on like high volume school photos.
Okay.
But then she made the switch, okay,
to high-end portraits.
Got it.
And she created a distinct brand for each.
Oh, that's smart.
So, it's almost like she realized that trying to be everything to everyone was holding her back.
Yeah. It was diluting her brand.
Diluting. Yes. Exactly.
So, by niching down, creating these separate brands.
Okay.
She could target specific customer segments.
Yeah. And more effectively, right?
Way more effectively.
And this is highly relevant to e-commerce.
Think about your brand like how it communicates. It's
Yeah. It's value proposition.
Yes. Value like does it clearly convey what makes your product unique?
It should.
It should. Yeah.
You know, this reminds me of those like multibrand retailers,
okay,
that have a store for every occasion, every budget.
Yeah. Yeah. Yeah.
You can walk out with a $10 t-shirt or like a $500 designer dress.
Yes. You know what I mean?
Like they've mastered
branding.
Subbranding
to appeal to all these different types of
different customer
customers. Yeah.
So applying this to e-commerce, okay,
think about it. Could sperized product lines or even creating separate Shopify stores.
Ooh, that's interesting.
Right. For different niches. Okay.
Could that help you resonate more?
I think so. Yeah.
With specific customer segments.
Absolutely.
That's a game changer.
It's not just about having great products.
No.
It's about showcasing them in a way.
Yeah, that makes sense.
That makes sense.
To your audience.
Yeah. To your target customer.
Totally.
So, think about it this way. If you're selling both like high-end handmade jewelry
and affordable fashion jewelry, creating separate brands and online stores that could allow you to like
Yeah. highlight each
Yes. highlight the unique value
without diluting
right
your message.
Yeah. That's huge,
right? It's about creating a clear identity
for each brand.
Totally.
Just like that photographer did when she separated, you know, school photos from the portrait studio.
Totally separate things.
Separate things.
Yeah.
Makes so much sense.
It does.
Now, speaking of creating a memorable experience, Okay,
let's dive into customer service. All right,
one photographer shared his like philosophy.
Customer service company first.
I love that.
Isn't that great?
It's so true. Yeah.
And it emphasizes how important it is,
okay,
to turn even dissatisfied clients.
Wow.
Into raving fans.
Okay.
And he actually offers champagne.
What?
If a client is delayed, like even a little bit
Oh my gosh.
for their check-in.
That's amazing.
I know, right? Bold. move
it is
but I mean come on it speaks volumes
it does
about his commitment to like exceeding expectations now offering champagne might not be feasible
right
for every e-commerce business
probably not
right no
but the underlying principle is crucial
it is
you got to turn a potentially negative experience
right
into a positive one
that's where like those personal touches
yeah that human element
is so important
it's the handwritten thank you in the package.
Oh, I love getting those.
I know, right?
Yeah.
Or like a personalized email checking in.
Yeah. Or like a discount code or something.
Yeah. You know, she's like, "Hey, how's it going?"
Yeah. Exactly.
Those small gestures
huge difference.
Make a huge difference. So, think about how you can apply that.
Yeah.
To your e-commerce business. Could it be like personalized messages?
Proactive communication.
Yeah.
Even creative problem solving.
I love that.
Enhance your customer service.
Absolutely.
It's all about exceeding those expectations,
creating that connection that goes
Yeah. be
beyond the transaction,
just buying and selling.
Yeah. Yeah.
So, while automation can streamline a lot of aspects Yeah.
of your e-commerce business, don't underestimate the power of that human connection.
It's so true.
Now, let's tackle a topic that's a little intimidating, I think.
Oh, okay.
For a lot of entrepreneurs,
what's that?
Pricing.
Oo, yeah.
It turns out a lot of photographers
make this crucial mistake.
What is it?
Of undervaluing their work.
Okay.
And undercharging.
Interesting.
For their services.
Yeah.
They're so focused on like securing clients.
Okay.
That they sometimes forget about profitability.
Oh, that's a mistake,
right? Yeah.
And that's a trap that many e-commerce businesses
probably fall into as well.
Fall into. Yeah.
You know,
are you accurately factoring in all of your costs?
That's a good question.
When you're setting those prices?
Yeah. for your products.
Are you confident in communicating that value?
Because you should be.
You should be.
Yeah.
You know, sometimes we get so caught up in competing on price.
I know. It's so easy to do.
We forget about that unique value.
You know, that we bring to the table.
It's so true.
So, here's where things get interesting.
Okay.
One of the photographers
Yeah.
shared this like gamechanging piece of advice.
What is it?
Don't be afraid to raise your prices.
Oh, yeah. What's fascinating is even a small increase, just a dollar or two,
okay,
can significantly impact
over time.
Over time, yeah,
that's interesting.
Your bottom line,
it makes sense.
It's about those small strategic adjustments that add up, you know.
But I can imagine a lot of e-commerce businesses hesitate to raise prices.
Oh, for sure.
Because they don't want to lose customers.
Yeah.
Yeah.
Yeah. That's understandable. But you're not just selling a product,
right?
You're selling a solution, an experience, a feeling. the whole package.
It's the whole thing.
The whole thing.
Yeah. If you're confident in that value that you provide, raising prices strategically
could actually help you attract
a more discerning clientele who appreciate
quality and are willing to pay for it.
Okay. Yeah.
So, it's about positioning yourself.
Yeah.
In the market.
In the market. Yeah.
Attracting those right customers
who are willing to invest in your products.
Makes sense.
And that confidence ties directly, okay, into our next topic. mindset, right? So, maintaining a positive and resilient mindset, it's crucial. Absolutely.
For any entrepreneur.
Yeah.
But especially in the like fast-paced world of e-commerce.
Yeah. Things are always changing.
It's constantly changing.
Yeah.
And the ability to bounce back
from those setbacks and keep moving forward,
that's what sets those successful entrepreneurs apart.
It really does.
It's so easy. to get like bogged down.
I know. It's so easy
by the competition, the economy, even just like the dayto-day,
the grind
of running a business.
The grind.
Yeah. The grind.
And especially in e-commerce, like it moves so quickly,
so quickly
and you're always like
got snaggy. You got to be
So, one photographer had this powerful strategy,
okay,
for overcoming like self-doubt.
Yeah, we all have that.
And transforming his business.
Craig, what was it? He asked himself this question.
What
if I'm going to go out of business, how do I want to go out?
Wow.
Like, isn't that thoughtprovoking?
That is
It makes you like
confront it.
Confront those fears head on, you know?
Yeah, for sure.
And it's realizing that sometimes the best way to overcome those challenges.
Yeah.
Is to like
embrace them.
Embrace them.
Instead of fearing failure
Yeah.
he decided to just go for it. Okay.
Like run his business on his own terms.
On his own terms. terms like
and that's a great example of how just a little shift in mindset
Yeah.
can lead to major breakthroughs.
Huge breakthroughs. Yeah.
Now, let's talk about marketing.
Okay.
We discovered some truly creative strategies.
Oh, good.
That go beyond like those traditional approaches.
Okay.
One photographer actually uses rap videos and social media.
What?
To engage his audience.
Rap videos. That's amazing.
Isn't that incredible?
I love it.
Tell me more. So, tell me how he's using these like unconventional
these unconventional
methods. Yeah.
Okay. So, he creates these fun catchy rap videos
that showcase his personality.
Okay.
And highlight the benefits of working with them.
Right.
He shares these on Tik Tok, on Instagram
and they quickly gain traction like
Yeah. viral videos.
It's such a smart way to
so smart
to grab attention.
Well, I know there's so much noise online.
It's so crowded.
Yeah.
It's all about being memorable.
Yeah.
Creating cont. content that people want to like watch
and share
and share.
Yeah, exactly.
Here's another brilliant example,
okay,
of creative marketing. One photographer builds his email list,
okay,
by offering a Boys and Girls Valley All-Star team calendar.
What?
So, it features the best photos of these young athletes.
Oh, that's so smart.
So clever.
Yeah, he's showcasing his work.
Yeah.
But also like tapping into that community
and creating a sense of exclusivity.
Yes, exactly.
Yeah. Love it.
He's identified this target audience, right?
Parents.
Parents of young athletes.
Smart.
Created a product that appeals directly to them.
Yeah.
So, it's a great example.
Yeah. It's like how to leverage.
Yes. Of leveraging
existing content.
Existing content.
Repurpose it.
Repurpose it. Yes. And building an email list.
So crucial.
So crucial for e-commerce.
Yeah.
It gives you that direct line of communication.
Mhm. with your audience, allowing you to
nurture relationships.
Yes.
And promote.
It's all about creating that human connection.
It's so important. Yeah.
Even in the digital world, and remember, AI can't hug your clients.
That's a good one,
right?
It's true. It can't.
In the world of e-commerce where everything can feel automated and impersonal,
those genuine connections,
they make all the difference.
They make all the difference.
That's such a powerful reminder. Building those relationships
should be at the heart
absolutely
of every e-commerce business.
It's so true. So one photographer, he totally embraced the rise of social media.
Oh, interesting.
Yeah. Using platforms like Instagram and Tik Tok. Okay.
To showcase his work, connect with a wider audience.
He recognized that like the way people were consuming content was changing and he adapted.
Smart. That's a great example of how being open to, you know,
these new and platforms can pay off.
Yeah.
Big time.
Huge.
So, think about how you can stay agile.
Yeah.
In your e-commerce business.
Could you like experiment with new marketing channels, sales strategies?
Yeah.
Would you be willing to pivot your product offerings?
Ooh, interesting.
Target market.
Ah,
based on changing consumer demands. You know,
staying adaptable is key.
It's so important.
Now, let's talk about something that can make or break an e-commerce business.
Okay. Okay.
Managing cash flow.
Ah yes.
Effectively and ensuring that financial stability
so important.
So photographers especially those running their businesses like as sole proprietors or small teams
they have to be incredibly savvy.
Yeah. You got to be smart
about managing their finances. You know they're wearing all the hats.
All the hats, right?
Handling everything from the marketing to the accounting.
The whole thing.
The whole thing.
Yeah.
They're learning to budget wisely. price their services strategically, manage that income and expenses.
It's all about creating a sustainable
Yeah.
and profitable business.
Absolutely.
I can imagine a lot of e-commerce businesses, especially startups,
Yeah.
struggle with cash flow issues.
Oh, yeah.
In those early stages,
it's so common.
It's common, right?
Yeah.
So, one photographer, she implemented this like strict budgeting system.
Okay.
For her business, trapping every expense.
Wow.
Alloc. ating those funds strategically.
Mhm.
And she even consulted with a financial adviser.
Oh, smart.
To develop a long-term financial plan.
That's smart.
That's a smart move.
Okay.
So, it's about being proactive.
Yeah.
Having a clear financial roadmap.
Totally.
Think about your own e-commerce business.
Okay.
Could you implement a budgeting system?
Yeah.
Track your expenses more diligently? Could you optimize that pricing strategy?
Yeah.
To ensure profitability, you know, It might even be worth talking to a financial professional.
Yeah. Yeah. Good advice
to make sure you're making those sound financial decisions.
It's so important.
So important.
Yeah.
Now, let's tackle a topic that's always top of mind.
Okay.
For e-commerce businesses,
what's that?
Dealing with competition.
Uh,
and finding ways to stand out.
It's tough out there
in a crowded marketplace. Yeah, it's tough.
Yeah. So much competition.
So, photographers working in popular niches Yeah.
Or those like saturated markets,
they have to get creative. They do
to differentiate themselves.
Yeah.
From all that competition.
It's all about showcasing what makes you unique.
Yeah.
And appealing to those customers who are looking for something special.
Absolutely.
Yeah.
Right. It's about embracing your individuality,
highlighting those strengths.
Yeah.
Communicating that value proposition.
Communicating. Yes.
Effectively. Yeah.
So, one photographer
Yeah.
she created a niche for herself.
Oh, wow.
By specializing in photographing pets.
Okay.
But in these whimsical and imaginative settings.
Oh, fun.
Isn't that fun?
I love that.
It's not just about taking those good pictures. It's about
creating an experience.
Creating a unique experience that customers can't get anywhere else.
Exactly. That's the key.
And it's like those e-commerce brands, they build a cult following. Yeah.
Because they offer something truly unique or they tap into a specific passion or interest, you know.
Totally.
So, think about your own e-commerce business. Could you develop a unique product line?
Mhm.
Offer specialized services.
Yeah.
Maybe focus on a specific target market.
Okay.
Niche down to appeal to a particular audience, you know.
Yeah.
What is it that makes your brand special?
That's the question.
That's the question. Yeah.
Okay. We've talked about like a lot of practical strategies,
right? But I want to circle back to something that came up repeatedly.
Okay.
In these photographer interviews.
What's that?
Passion.
Ah, yes.
It's inspiring how these photographers view their work.
It's not just a job.
It's more than just a job, right? It's a calling. It's a passion. It's a way of life.
Their whole life. Yeah.
And that passion is evident in everything they do.
I bet.
From the quality of their work to the way they interact with clients.
Mhm.
You can feel that. enthusiasm.
Yeah.
And I think that's something that customers can sense too.
Oh, absolutely.
You know.
Yeah. It's contagious.
It's contagious. It's a powerful reminder for all of us in ecommerce, you know.
Yeah.
Are we truly passionate
about what we do?
About what we do.
Yeah.
Because that passion fuels the creativity, the innovation, and ultimately the success.
The success. It's about finding that thing
that lights you up and sharing it with the world.
I love that.
So, you know, as we've been going through all these strategies, one thing that really stands out to me is the importance of being adaptable.
Mhm.
It's something that like came up constantly.
Yeah, it did. in these photographer interviews.
Sure. Sure. Yeah. The photographers we talked to, I mean, they've seen massive changes in their industry, like right
technology, consumer preferences, economic ups and downs, you name it. Totally.
And the ones who have really thrived. They're the ones who embraced change and adapted.
You went with it.
Yeah.
Makes you realize that in e-commerce, you can't just set things up and like
Yeah. and just let it go.
Expect them to run perfectly forever.
Yeah. It's constantly evolving.
Constantly evolving. constantly be evaluating, tweaking,
sometimes overhauling your entire approach.
So true.
One photographer, he talked about how he initially resisted the shift to digital photography.
Oh, wow.
Like he held on to those film cameras for your life.
I can understand that,
right?
Yeah.
But he eventually realized to stay competitive
Yeah.
and meet those like evolving needs
of his clients.
of his clients,
he had to embrace the new technology.
They had to. Yeah.
And that's a great example of how even though change can feel
uncomfortable.
So uncomfortable.
It's essential.
It is for growth.
For growth.
And it makes me think about how many e-commerce businesses might be like clinging
to those outdated Yeah.
outdated marketing tactics or resisting
new platforms.
New platforms because they're just like
comfortable
comfortable. Yeah.
With what they know.
It's easy to do.
I get it. But
but that can hold you back.
It can hold you back. Yeah.
Yeah. It's understandable to resist change, especially when you've like put in the time, the energy into a certain approach.
But in ecommerce, staying stagnant,
that's riskier than trying something new.
Totally. So, how can e-commerce businesses like cultivate that adaptability?
Okay, that's a good question.
What are those practical steps they can take?
Well, first and foremost, you got to stay informed.
Okay,
so make it a habit. to read those industry publications. Okay.
Attend conferences, webinars,
follow those thought leaders.
Yeah.
In the e-commerce space.
Keep learning.
Yeah. Stay up to date.
Stay up to date. This helps you stay on top of like emerging trends and technologies.
Like you have your finger on the pulse
on the pulse of the industry.
Of the industry. Don't be afraid to experiment.
Oh, that's key,
right? Like set aside a small part of your marketing budget,
okay?
To try those new platforms. Test campaigns, even explore like
totally different product categories.
Different product categories. Yeah.
Yeah.
You never know what might surprise you.
You don't
you might stumble upon like
a gold mine.
That gold mine, a new marketing channel.
Yeah.
Or uncover a like hidden customer need.
Yeah. That leads to a whole new product.
A whole new product line. Yeah.
Yeah.
Speaking of trying new things, let's talk about another crucial aspect of e-commerce.
Okay.
That often gets overlooked.
What's that?
The power Power of collaboration.
Ah yes.
You know like partnering with businesses.
Yes.
Influencers.
Absolutely.
They've partnered with other businesses.
Okay.
Cross-promoted each other's services.
Yeah.
And they tapped into new customer bases.
I love it.
Through these strategic alliances.
Yeah. It's like that saying, rising tides lift all boats.
Exactly.
Yeah.
And this princip It applies so well to e-commerce.
It really does.
Think about it.
Could you partner with a complimentary business?
Yeah.
To create like a joint marketing campaign.
Mhm.
Could you collaborate with an influencer to reach a new audience?
Great idea.
Makes you realize that you don't have to go it alone.
No.
In the world of e-commerce,
no, not at all.
There's so many opportunities
to collaborate
to leverage that power of collaboration.
Absolutely.
And it's not just about partnerships with other businesses.
No, you can collaborate with customers.
Collaboration can also mean fostering
that sense of community.
That strong sense of community within your own customer base.
Yeah, I love that.
That's a great point. Building a community.
Yeah, it's so powerful
around your brand can be incredibly powerful.
One photographer, she created a private Facebook group,
okay,
for her clients.
And in there, they can share photos.
Yeah.
Ask questions.
I love that.
Connect with each other. It became this vi Ant online community.
It's awesome.
That fosters loyalty.
Yeah. And word of mouth.
Word of mouth marketing. Yeah.
Yeah. It's great.
It's like creating that virtual VIP club.
Totally
for your most like engaged customer.
That's a great way to Yeah.
Yeah. It makes them feel like they're part of something special
and that sense of belonging.
It's so valuable.
It's so valuable.
Can turn those casual customers into like passionate brand advocates.
Yeah, it's true.
So, as we wrap up this deep dive, I think the overarching ing theme that's emerged is the importance of thinking beyond like the transactional.
Yeah.
It's about building relationships, fostering community,
creating an experience that resonates.
It resonates. Yeah.
With your customers.
Yeah. Absolutely. It's about recognizing that your customers, they're more than just numbers
on a spreadsheet.
They're real people with real needs and desires.
Yeah. Aspiration.
Aspirations. All that. All of it. Yeah. And when you connect with those human elements,
that's when the magic happens.
That's when the magic happens.
You create a brand Yeah.
that people love.
Yeah.
Products that they can't live without
and a business that thrives.
That thrives. Yeah.
So, as you continue on your ecommerce journey,
Yeah.
remember to like take a page
from the playbook
from the playbook of these photography masters.
Exactly.
Embrace those systems. Craft that compelling brand. Prioritize that customer experience. And never underestimate
the power of mindset.
The power of a positive mindset.
Yeah, it's so important.
But above all, infuse your work with passion.
Passion.
Be adaptable and build meaningful connections
with your customers.
With your customers. Those are the ingredients.
The special sauce.
The special sauce. Yeah.
That will set you apart totally
and propel you towards lasting success.
To success. Yeah.
That's a wrap on this deep dive
into the world of e-commerce.
Into the world of e-commerce as seen through the lens of these successful photographers.
Yeah, it's been fun.
We've uncovered so many actionable insights,
but the real work
begins now.
Begins now.
Yeah.
It's time to take all that wisdom
and apply it
and apply it to your own business.
I can't wait to see what you create.
The information in this blog and the audio podcast comes from the Professional Photographers of America (PPA) Podcasts series 1 through 22, available on the PPA website. These discussions offer valuable insights for anyone in professional photography or digital commerce.
