209. How Julia went from sending $6k to $12k proposals

In this episode, Alora welcomes special guest Julia, one of her alumni, who shares her inspiring journey from struggling with bookings to achieving rapid wins by raising her prices from $6k to $12k in just two months

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Transcript

Alora: 0:06

Hello and welcome back to the podcast. Today we have a special guest. One of my alumni, Julia, is on here, and I hounded her because she got a win very quickly and she got a five figure inquiry also very quickly. Now, to be fair, Julia has been in business for a little bit, but she was like, I just need a win. I need to raise my prices. I just need to do it. And so I kind of ripped it up in the dms and Julia can kind of tell you how that went. And then she joined the program and she's already getting wins left and right. So I want Julia to share her journey. So Julia, welcome to the podcast. I'm so excited to have you here. So tell me about the backstory of your business and how you got into photography how you kind of got to where you are now where you're like, okay, I'm stuck. I need to really take some action. I need to raise my prices.

julia: 0:57

Yeah, so I mean, in the past I've invested a lot in different courses with different coaches and I think every one of them obviously brought me some. Great ideas or some guidance, but I think at this point in my career and this point in the year, I wanted something really actionable right away. No bs. And to give me some really quick wins just because I've invested so much. And bookings have been slower than usual because I have raised my price and I'm also rebranding myself, so I have this. Past clients and past pricing kind of makes with this newer clientele, new pricing. So it just, it's not aligned yet. And I'm in this place where I just, yeah, I just needed some win to financially also be more stable and continue on. So when I decided to start the program I really liked first. The way you gave some insight even before joining in, I had some really good guidance, so I was like, okay, this is good. I'm not even in the program. And she's even like, she's already giving me good tips. And I could tell that I was mentioning the no BS approach and I could tell that that was it. And it's been, yeah, it's been totally that. All the module are really easy to access, to implement quickly. Especially if you know what's lacking and what you need to work on. You can directly go to that module watch the video, listen to the video, and then just do it. Just put it into action and then it worked. And I think for me it was not much was missing. I think there was a bit of the mindset, a bit of that confidence. again, because I am, as I mentioned working on a like new rebranding and new clientele. And yeah, really quickly, I changed a bit of the way I was replying to my inquiries and I almost, I think on like 10 inquiries, I got ghosted one or two times. And before that it was, I would say at least like 50 or 60% of the times. and from people that seemed really interested in the first place. So I just implemented a couple of things and then I started getting a lot of replies and people being interested and sending over some proposals. I booked just a couple of weddings. I just needed a little wince to, you know, feel a bit more confident. Also, about my pricing, I tweaked a bit my pricing. So offering a lower price point for the starting collection, but also offering a collection that was. just more of a essential basic collection and then moving on to my signature collection, the one that I want people to book. So that's been, yeah, it's been good. I am still working on all of this but I'm developing a new market right now, so that's also a new, exciting project coming up. So, yeah.

Alora: 4:15

Yeah, you said that back before you joined, you have basically had couples that were ghosting 50% of the time.

julia: 4:23

Yeah.

Alora: 4:24

you've been able to book inquiries just by making a couple of tweaks, like in your sales process, your emails and the calls. What would you say has been the one tool that has really done that? Or was it a bunch of little details that came together?

julia: 4:37

I think it's a bunch of little details that came together. Definitely. I think you just need to look at overall and get inspired by different ideas and then make it your own and try. You know what things that I'm doing are not working. I need to do something different. And that's something we also talked about. You're like, Julia, just try this. And I was like, okay. And I did it. And then it, you know that that's what happens. You know, if you need to really try different approach and see what works. And maybe sometimes it's not gonna work and it's okay. But then try again. Do something different. And yeah, so that, really, that was great.

Alora: 5:19

Yeah.

julia: 5:20

just like chatting with you, having your feedback on some, also just my pricing guide. You know, I sent you my pricing guide and just having that, those like little tweaks, but little tweaks make a difference and it's all those added little tweaks that are gonna make actually in the end a big difference. So just be able to have that approach you know, I was mentioning, I did other coaching. I feel like the other coaching the coaches are not that available and with you, we get, actually you, you look at our stuff, it's not any like an assistant or someone else. You actually look at our stuff and I think that is very valuable. Yeah.

Alora: 6:04

Yeah, I know exactly what you mean. I have been in containers like that where I'm like am I ever gonna speak to them? And then you don't. I feel like presence is really important to me, but like getting to know every one of you, I have documents and all of you, you guys have profiles. I can look at your wins. Like we keep such good data just to make sure that like we're giving you the right advice. And also, like, I love ripping apart websites and pricing guides. That's my love language. So it's perfect. Okay. So back to mindset, Julia.'cause I know you said like you've invested in other programs and maybe it was good, maybe it was fluffy. But you said it was mostly just mindset, not strategy, but do you feel like at least recently, your mindset has changed? Just trying new strategies and playing in your business?

julia: 6:47

Oh yes, a hundred percent for sure. And I think a lot of what we do, and you know, because we are artists and we're so close to our work and sometimes we just forget to. Think like a business and also we have our own issues with money or just how people perceives us. And we, we, I think are also like our worst enemies in some ways as artists sometimes. And I think having that different perspective. And being part of the community and chatting with other photographers that are in the program can really be a big help in terms of mindset.

Alora: 7:32

Yeah, like that. It actually is possible because I know right now, and let me know if this is correct, but in the

julia: 7:39

Mm-hmm.

Alora: 7:39

Everyone is complaining about no bookings. The possible recession, like photographers are scrambling and freaking out. But I told somebody, I was like, my girls are doing fine. They're still making money. Like I don't

julia: 7:53

Yeah,

Alora: 7:54

I.

julia: 7:54

no, like right now I am sending proposals that are like yeah, 12 K and I'm, right now, I'm, I'm actually looking at a proposal for planners in the south of France and it's gonna be like. You know, 12 k probably where I'm just like working on my pricing right now, but, and in Canadian dollars is gonna be amazing for me because I'm gonna charge in Euros, so I've done the math and like my, right now, my biggest collection would be around 16,000 Canadian. Which would be like the biggest ever for me. I have a top planner that is considering me and she's she, she told me in about like two weeks she's going to be sending, like, sending me some, a couple. So she wants some quote and she is. She's a top planner in the south of France, so I'm very, very excited. So we'll see. We'll see what's gonna be happening. But there's good stuff. Good stuff. You know, I think if you do the work and if you implement and you change your way, the way you've been doing things, if it, if it wasn't working, obviously then it's gonna happen. Yeah. If, if everything is working amazing.

Alora: 9:11

Yeah.

julia: 9:12

Just trying, trying new things and looking at all the module, I haven't looked at all of them. I haven't done everything because I wanted to go a bit more straight to the point because I had a need of booking right away. But still, you know, I wanna look at different module and so easy to just watch and implement as I said.

Alora: 9:35

Yay. That is literally the best compliment that I keep it short and sweet and that you can just take action. That's my dream. That's all I want. I love it. I just, Julia so many things like I didn't know 16 K is crazy. I'm like, that's a 10 x from, you know what I mean? Like, that's, that's insane.

julia: 9:53

I know.

Alora: 9:54

Okay, so what was your biggest hangup with raising your prices? Because to me, on the outside I'm like, okay, Julia has the brand, she has the vibe, she has the accolades. She's always getting featured. I'm always like, are you getting published again today, Julia? Like always getting published. I'm like, oh, another blog post for wed vibes. Cool. But was your biggest hangup with pricing and how, like how were we able to help you? To skyrocket and to five figures or nothing.

julia: 10:22

I think just, I'm just trying to figure out like in terms of, okay, so for example. That was, so my starting rate was 6,000, but I was offering way too much for that price. Like it was, I have there like two photographers. There's this, there's this like, just like it, like it's amazing value and that's the starting price. And then you told me, okay, well maybe, and I had trouble actually just booking that one and that was my starting price. And I was like, what the hell? You know? So we like, well, maybe just, no, offer less, remove like the other photographer, you know? And I was like, oh, okay. Like, okay, let's try it. I really love, honestly working as a team, but I was like, you know what, let me just try it. And I did. I mean, I did book it and I'm actually making as much as I was making, By having a second photographer. So, but at least I'm booking it. So there was something in my pricing that was clearly not working and just by doing that, and I, now start at 5,900. It's eight hours, one photographer and. That's pretty much what they get. There's no fluff, there's no, like, you know, obviously they have an online giving, all those little things, but they don't have a beautiful box with prints. They don't have an, you know, an album that that happens in the other collection that I create, which then obviously brings value. And for people who. Care about that stuff. They're gonna book those, you know, they're gonna book those collection, but for people who just, they just want really beautiful picture. They want heirlooms, but just in terms of having beautiful memories and they want my style, then it allows those people to still book me and then I can, you can upsell later on, but at least you got that contract book and you got that income also. Coming in. So yeah, that, that's about it.

Alora: 12:25

Yeah. I remember when we were doing our onboarding call and I was like, all right, Julia, what do you want? Like by the end of this call, what do you want? You're like, I need to book a wedding. I was like, okay, we're gonna do whatever it takes to make sure that these packages are appealing so that you book your next wedding. And I'm trying to figure out when did you join? Do you ever remember?

julia: 12:41

No time flies, honestly, is just. I am, I've been all over the place. I'm sure I'm still jet lag from my trip in right now, so I'm like, blah. So I don't know,

Alora: 12:52

19th. Yep.

julia: 12:52

Okay.

Alora: 12:52

I.

julia: 12:53

Okay. End of February. Yeah. Okay. There we go. And so much has changed honestly, like. Really, right now, I'm more confident in my pricing as well. And I, that's a big thing. It is, it's a lot about mindset and just thinking more of also it is a business and yes, I love doing that. And also something that I changed and I wasn't realizing is my brand messaging. And that's something you pointed out and I was like. Oh, it's true. I didn't realize, because I did all of this like a year ago, I rebranded myself and now I'm like, I feel that I need to rebrand myself again. Not completely. I just refine it. Like, obviously I'm not gonna change my website, but I did change a bit of my, I'm starting to change the copy and I actually paid someone more than a year ago to do my copy and it was beautifully written and like, I was like, oh, wow, this is so nice. But then when I read it, I'm like, it's not me anymore. First it's not really me, and there's too much fluff. I think people, they, they don't wanna have to read like all of this and all those beautiful word. Yes, it's nice, but it's. And it's not the way I talk either, so English is not my first language and I'm, there's some many words I might not use, but then it's all over my website and the DS is beautiful. It's elevated and all of this, but I now, I'm doing the copy myself and I think it's just more relatable. It's still elegant, it's still nice. But it's more relatable, definitely. And it's more me, so I think it just makes more sense in the end.

Alora: 14:40

Yeah, it's almost like you needed someone to kind of zoom out. Because you're so connected

julia: 14:45

Yeah.

Alora: 14:46

okay, this is all I know. Like I've already, I've done the work like, like I remember you're like, I don't wanna do this. I already did this. I was like, I know, I know. Hear me out. We need to make tiny tweaks so that you know who is your dream couple. And so we tried talking about that and you were like, well,

julia: 14:59

Hmm.

Alora: 14:59

this, they like this. And I was like, okay, this is not on your website. And you're like, huh, interesting. And like, but. I think what happens is a lot of us as photographers, you know, will just hire somebody, be like, okay, take this off my plate. I have a rebrand now I'm ready for my 10 K weddings. Right? And it's just so much deeper than that. And I think that couples just wanna make a connection. Like, yes, they like your work, but why you over someone else? You know? And I feel like you're starting to figure that part out.

julia: 15:29

Oh yes, a hundred percent. And that's something, it was actually very nice to just be like, oh, that's actually the added value I have. I'm bringing like value to the table. And that helped me with my confidence as an artist, as an entrepreneur, It helped me being confident about my pricing, and I realized that I should have charged those pricing like years ago, and that was my fault of not raising them constantly. but now I kind of, that's why I'm kind of catching up on that. I'm at the price right now. I could even, honestly, I could even charge more, I think, but I'm like, okay, well I need to book more weddings so I'm gonna calm down. But I think once I get those really ideal client, those really high-end weddings that I am looking to have, then I know then just gonna be like, sky is the limit at that point. It really is. I think if you know really what you're bringing to the table and you're clear about it and you send that message to other people, and that's obviously so important, which I was not doing because I didn't really know actually what I, I mean I knew, but not that much. That's when I think everything changed. And right now I'm working on a pricing guide for planners in the south of France, and I am literally telling them my value. I am bilingual. I lived in the south of France for 10 years. I am a joyful and calm presence. I can be your ally to work with you. and I know what I'm bringing and I've talked to partners and they were like. Holy Molly. Yeah, like definitely like we wanna work with you. You know? So it's just, and that's why I'm like, things are gonna be happening. Nothing is set in stone. Like nothing is signed, but I am getting opportunities. There's the planner. I met last week and she's like, I just wanna work with you now. She can't just work with me, but fact that she. Is a win in itself because now I'm like, okay, I'm gonna be sending you this pricing ad. Those are my pricing. I still wanna be competitive because I am developing that market and I'm not established yet over there.

Alora: 17:45

Yeah. I mean to be the number one though on a wedding planner's list, that's.

julia: 17:51

yeah.

Alora: 17:52

Like you're, you're gonna be first picked, they're gonna be pitching you to their couples. Like if you go to wedding planner, you're good, you're golden.

julia: 17:59

Yeah.

Alora: 17:59

is gonna be extra. Okay. I need to like kind of take this in a little bit because I remember in the dms and when we met on our one-on-one call before you, like, you know, when you joined, I was talking to a whole different person. I'm like, yeah, she's bilingual. She's lived in France for 10 years.

julia: 18:16

I,

Alora: 18:16

even,

julia: 18:17

where do I sign? Yeah.

Alora: 18:20

yeah, I, I what sparked this huge 180?

julia: 18:29

For me it needs to work, there's no option to be honest. it just needs to work. I need to be booking those high-end weddings, that contact,'cause I know I can do it. And I feel like I was just at the edge of like. I just need to push. I just need a little push and then it's gonna happen. It's gonna happen. But to do that, to have that push, I need to push myself and obviously do the work. It doesn't happen overnight, it's been a couple of weeks that we haven't talked and everything. And like I said, a lot has happened. So yeah. Good things.

Alora: 19:04

I just, I love it. You just look like sunshine, like just talking about the business and I feel like you just started the spark of what's gonna trailblaze the rest of the year for you I mean, ugh, you're making such good marketing connection, so. Have you booked any weddings since joining in February? I don't, I wasn't able to

julia: 19:22

Yes.

Alora: 19:22

of like all of your wins. Okay. Wow.

julia: 19:25

Yeah.

Alora: 19:26

tell me.

julia: 19:27

I booked two weddings and like I said, I just needed to book someone to have some income. Because of all my investment. So those are the two confirmed. I booked also an engagement session that's actually a from the US but they're doing the proper wedding in Mexico next year. I quoted on that. So I know she's considering me and we have a good thing going on. I'm taking pictures of them next week for that session. this is like a 12, like 10 to 12 k proposal that I sent to her because it's gonna be a multi-day celebration'cause she's South Asian, so it's a big thing. So you know, things are happening. And then I mentioned in the south of France, all those connection happening and I'm going to be quoting soon and that for sure is going to be. I would say 10 to 15 K for sure as well'cause it's multi-day celebration, it's going to be, high-end weddings. And then I have a planner that I've been wanting to work with for so long that just contacted me a couple days ago. I was in the airport. I was like, oh my God, she's contacting me. super excited. for a wedding, it's gonna be a small wedding. just six hours. But I'm like, you know what? It's at a Fairmount, a beautiful hotel. With a great planner that I've been wanting to work with. So I'm like, I don't care. it could be three hours as long as I get to work with her, she sees how I work, she lost my rib, boom. She start referring me. that's really it. so it's good also that I am not too busy because that's super last minute. it's in early July, so that's also something Yeah, and it was actually May 31st originally, and they changed the July 7th.

Alora: 21:15

Oh my

julia: 21:16

and I still am getting inquiries, I'm getting inquiries for this year too.

Alora: 21:21

What has

julia: 21:22

and people are,

Alora: 21:23

there?

julia: 21:24

I don't know what's happening it's like, it is just crazy.

Alora: 21:27

It's

julia: 21:28

Just gave me

Alora: 21:29

you're getting.

julia: 21:30

just.

Alora: 21:30

like crazy. I remember you saying, okay, my biggest issue is marketing and now you're telling me about all of the marketing strategies you've implemented in two months. Julia. That's crazy.

julia: 21:40

yeah. Like I said, I was like, I have no choice.

Alora: 21:43

Yeah,

julia: 21:43

Yeah. and now I know I have more work to do. I have all my portfolio to just completely redo. But that will be sending you as well for you to review. this needs to happen.'cause I have new content. And because my style is evolving as well. I need to showcase more of that new style that I'm going to be offering to book those clients. you need to show what you wanna attract. That's like the number one thing. And so many people still like, they showcase. I'm like, oh, that's a nice picture. Yeah, no, do you wanna do that? No, then don't show it. It's like, curation is so important, so important.

Alora: 22:25

teaching

julia: 22:26

So yeah, I'm like, let's do it. let's do a master class.

Alora: 22:29

Let's do a so many things. I mean, from mindset to marketing, and you're booking weddings and you're getting the wins that you wanted. I mean, the connections are gonna be, ugh, that's gonna pay off so much. So Julia, like what advice do you have for somebody who's thinking about joining or in a position like you, they feel like they have all of the pieces, but something's not working. And they're like, okay, well, is this for me? Because. my business looks good. Like I had a rebrand. I have a website, but I'm not booking weddings.

julia: 22:59

Well, I think if you join, you're gonna know what's missing and what's not working. It's true because if something's not working, maybe it's something you're not doing or maybe it's something you're doing, you're not doing it properly. And I think that having this external eye that is a pro will help you. To understand or to see and or just give you guidance on where to look as well, because maybe you don't even know where to look, where you know what is not working. And I think for me it was a bit of that I wasn't sure. I knew I had some ideas, but also you gave me some tips that I thought things were working, they were actually not working. So I was like, oh. I didn't know that. Well, I guess I, let's try it. but yeah, I think it's so valuable to have this external eye definitely to go and help you look because you will have to do the work. Like, it's not like you don't have to do anything. You will have to do the work, but if you know where to look. That will make it just, you can do it so much faster and get the results faster.'cause that's what you want. You want to get the results as soon as possible.

Alora: 24:13

Yeah, I mean,

julia: 24:15

So join now,

Alora: 24:16

so

julia: 24:17

do it.

Alora: 24:18

Be like Julia, because this transformation in two months, I can't even wait to see what it's gonna look like in the next six months. The end of the year, I cannot wait to see what's gonna come. I'm so excited. Congrats.

julia: 24:31

Thank you.

Alora: 24:31

Yeah, I mean, and it's well deserved and you earned it like you put in the work, I think a lot of people think that when they join a program that everything's gonna be done for them or just look at my stuff and it should work out. But it's like if you're willing to put in the work and those little details are gonna come together and have a huge result. And I believe that for sure.

julia: 24:50

Yes.

Alora: 24:50

Yeah. Thank you so much, Julia, for coming on the podcast, sharing your story and your journey in the past two months. It's been great, and I can't wait to continue to see how this is gonna develop over time. All right. See you guys next week. Bye.