BTI #242: The Actual Role of Marketing with Shannon Fable
Release Date: 06/02/2021
Do Celebrity Shoots Actually Help Your Portfolio?
Beyond the Image Podcast
On the surface, shooting celebrities or high-profile athletes seems like a golden ticket to a stronger portfolio. But here’s the truth: it’s not the name—it’s the image. In this episode, I break down the myth that photographing celebrities or athletes will instantly elevate your brand. I share stories from my own career—including a high-caliber shoot with first-round NFL draft pick Beanie Wells, and a less-than-stellar session with actors Eric Bana and Joel McHale—and explain why editors don’t care who is in your photo if the quality isn’t there. You’ll also learn what...
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What’s in My Camera Bag for On-Location Shoots
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After photographing over 800 magazine covers and producing countless brand campaigns, James Patrick knows the one thing that separates pros from pretenders: being prepared. In this episode of Beyond the Image, James opens up his on-location camera bag and breaks down the exact gear he brings to every shoot—and why it earns a spot. From the two camera bodies that serve distinct roles to the lenses, lighting, and accessories that keep shoots running smoothly, you’ll learn what’s mission-critical, what’s overrated, and how to build a lean, effective kit that performs under pressure....
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Projects I Thought Would Make Or Break My Career
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Here are proejcts I was convinced would make (or break) my career as a photographer. The truth is - they didn't do either. This is about the culmination of our efforts. https://jamespatrick.com/
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Awful Way to Get New Clients as a Photographer
Beyond the Image Podcast
I recently experienced one of the worst, if not THE WORST, attempts at marketing and busienss develiopment from a photogarpher I think I have ever seen. But what I did about it may shock you even more. This episode is all about client relationships. How to establish them. How to build them. and most importantly - how to maintain them. https://jamespatrick.com/
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5 Ways to Make More Money as a Photographer
Beyond the Image Podcast
Last week we hosted our annual photo marketing roundtable here at The Hive Studios in Phoenix, Arizona. At this event, a handful of creative professionals (photographers and videographers) sat around together to discuss ideas, strategies, complications and breakthroughs in their business as business owners. Through the course of this discussion - there were 5 main areas that were brought up as important means to generate additional and predictable revenue as a creative professional. Connect with me https://jamespatrick.com/
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Is Peerspace Going to Get Too Expensive?
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Peerspace is a brokerage site used for short-term rentals for photo shoots, video productions, events, podcasts, meetings and the like. Historically, Peerspace made their revenue by taking a percentage off of every single booking done through their website. However, recently Peerspace has instituted a bidding system which allows location managers to pay to have their spaces ranked higher in the site's search algorithm. What will this do for renters? What will this do for location managers? Short answer; things are likely to get more expensive for everyone. https://jamespatrick.com/
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Biggest Marketing Mistake Photographers Make
Beyond the Image Podcast
There is one mistake that I've seen photographers, videographers and creatives make over the course of my 20+ year career. This mistake is often what separate photographers who build sustainable and thriving businesses versus those who continue to have peaks and valleys and often find themselves struggling to bring in new business. For those in Arizona - we are hosting a photo marketing roundtable on May 22nd at The Hive Studios in Phoeninx, Arizona. RSVP at
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Why Photographers are Toxic
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Let's face it - if you expand the timeline long enough - you're going to find there is quite a fair amount of toxicity within the photography community. From jealousy to envy to downright aggressive competition - no one is immune from it. So let's break down the actual sources behind the toxic traits of so many creatives and how we can navigate it better as a community. https://jamespatrick.com/
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Biggest Mistakes Photographers Make in Lighting Subjects
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I want to be clear, right off the top, that I have personally made every single one of these mistakes myself in my 20+ year career. The goal is not to shame photograpehrs for making the mistakes that all of us have made - but to shed light (that is a well-placed pun) on these misconcepts, misunderstandings and mistakes so that we can continue to learn and improve on our craft as creative professionals. https://jamespatrick.com/
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You Bid Too Low, Now What?
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You were asked by a client to bid on a project and either intentionally or unintentionally they did not give you all of the information you need to accurate prepare an estimate that fully reflects your services and value. Bluntly - you underbid. So what do you do? In this episode of the Beyond the Image podcast, host James Patrick deconstructs how to prevent this scenario from happening to begin with as well as suggestions on how to navigate it with clients should the situation arise. https://jamespatrick.com/
info_outlineWe have a special episode for you today. As we were going back through our archives, I found this interview with Shannon Fable back in 2019 for a separate podcast that I used to run called the FITposium podcast. As I was re-listening to this interview, I realized this was such an in depth, powerful interview about marketing and how we chose to market our brand and services, I knew I needed to share this with you. So, let’s dive in.
Shannon Fable is a fitness business consultant and serves as chair of the board for American Council on Exercise’s (ACE). Shannon focuses on business development with fitness brands; she helps them dig into where they want to go, who they think their target market is, and help them develop a strategic plan on how to get there.
IN THIS EPISODE
- How the fitness and health industry has changed in the last 3-5 years.
- The importance of working from an abundance mentality in this industry.
- Earning the attention of the audience you’re trying to connect with correctly.
- Realizing that marketing doesn’t get you clients, it gets you awareness.
- Why having patience in the sales cycle is key.
“When their (the customer’s) level of trust lines up with the value they’re putting on what you’re doing, then they will buy.”
- Not being afraid to give, give, give, and give in order to build relationships.
- Why content marketing is crucial.
- To stop selling out of your own pocket.
- What to do differently when price is an objection.
- Why you need to set up a business and offer a variety of services/products.
- The 3 things you can always monetize:
- A digital product for passive income
- A group product
- A one-on-one coaching product
- Are you a freelancer or an entrepreneur?
- How and why you need to get really clear about what you want.
“If you’re not willing to give away your information without fear that giving it away will steal from your potential to monetize what you know, you are not going to make it in this business because people can get that information somewhere else.”
Connect with Shannon:
Website: www.shannonfable.com/
Instagram: @sfable
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