BTI #283: Creating Recurring Revenue with John Warrillow
Release Date: 09/08/2021
Anonymous Job Posts Are Destroying Photography Pricing
Beyond the Image Podcast
If you’ve spent any time in photography Facebook groups, you’ve seen it. Anonymous posts asking photographers to drop their rates, share their portfolios, and compete publicly for work with almost zero project detail. And photographers… lining up to compete. In this episode, James Patrick breaks down why this system is broken, how it commoditizes creative work, and why it pushes talented photographers into a race to the bottom that nobody wins. He unpacks the hidden power imbalance behind anonymous job posts, why “just drop your rate” is a red flag for serious creative work, and what...
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What Most Creatives Avoid That Could Change Everything
Beyond the Image Podcast
On this episode of Beyond the Image, James Patrick shares some of the most uncomfortable experiences of his photography career and why those moments ultimately led to the biggest opportunities. From flying to New York to pitch portfolio books in the middle of a blizzard, to sitting through brutally honest portfolio reviews, this episode explores the reality of what it takes to grow as a creative professional. James breaks down how putting yourself in front of editors, art directors, and decision-makers can lead to long-term relationships, stronger work, and career-defining opportunities. He...
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Why “Good Work” Is Making You Invisible (And What Actually Gets You Hired)
Beyond the Image Podcast
Every May, a new wave of talented creatives enters the market—and here’s the reality: their work is good. Really good. Which means “doing great work” is no longer a differentiator… it’s the baseline. In this episode of Beyond the Image, James Patrick breaks down what he’s seeing firsthand from reviewing hundreds of student portfolios—and why it should be a wake-up call for working professionals. If your strategy for growth is built on your portfolio alone, you’re already falling behind. This episode dives into the real drivers of business growth in the creative industry,...
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Stop Answer "What Do You Charge?" Like an Amateur
Beyond the Image Podcast
“What are your rates?” It sounds simple, but most photographers fumble this moment and cost themselves money in the process. In this episode, we break down why answering too quickly puts you at a disadvantage and how to take control of the conversation instead. You’ll learn the key questions to ask before giving a number, how to position yourself as a professional instead of a commodity, and why pricing without context is just guessing. If you want to stop underpricing and start leading your client conversations, this episode is for you. Visit: Instagram: Substack:
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Should You Put Your Rates on Your Website?
Beyond the Image Podcast
Should your pricing be public… or is that quietly limiting your business? In this episode, I break down the real impact of listing your rates online. Not just from a convenience standpoint, but from a positioning and revenue perspective. Because while publishing pricing can filter inquiries, it can also create a ceiling on what you earn, reduce your ability to upsell, and shift how clients perceive your value before you ever have a conversation. We dig into when “starting at” pricing can work, where it falls short, and how most creatives unintentionally turn themselves into commodities...
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Who Pays Who? Models or Photographers?
Beyond the Image Podcast
This episode is a direct response to the conversations, debates, and hot takes sparked by two recent reels that hit a nerve. The question seems simple on the surface: who should pay who, the model or the photographer? But once you peel it back, it exposes a much bigger issue around value, expectations, and how people position themselves in the industry. In this episode, I break down the different scenarios where a model should be paid, where a photographer should be paid, and where neither should be reaching for their wallet. Because the truth is, this is not about rigid rules, it is about...
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Ego vs. Critique: What’s Really Hurting the Photography Industry
Beyond the Image Podcast
In this episode, we’re breaking down a problem that’s quietly holding the photography industry back—ego. After watching a photographer get flooded with hateful comments on their work, it became clear that much of what gets labeled as “critique” isn’t actually constructive feedback at all. It’s insecurity, comparison, and ego showing up as opinion. We dive into: The difference between real critique and ego-driven criticism Why “it’s public, expect feedback” misses the point The truth behind “I’m just being honest” How toxic feedback impacts creativity, collaboration,...
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The Truth About Underbidding in Creative Work (And Why It Hurts Everyone)
Beyond the Image Podcast
When a client takes one creative’s bid and shops it around to get someone else to undercut it, they’re not evaluating based on value, vision, or fit, they’re turning it into a race to the bottom. That devalues the work across the board. And on the flip side, a photographer who’s willing to drop their rate just because they saw someone else’s numbers isn’t really pricing based on what the project is worth, they’re just reacting to pressure. That’s not sustainable, and it hurts the industry long term. Healthy competition is presenting your best work, your best concept, and your...
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Stop Wasting Money: What Doesn’t Grow Your Photography Business
Beyond the Image Podcast
Most photographers don’t have a revenue problem… they have a focus problem. In this episode, I’m breaking down the biggest money traps in the photography industry. The things we’re told will grow our business… but don’t. From expensive websites and paid ads to studio spaces, rebrands, presets, and productivity tools, I’m sharing what I personally invested in that didn’t move the needle and why. More importantly, I’m unpacking what actually does drive growth so you can stop wasting time, stop wasting money, and start building real momentum. Because looking like a professional...
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Stop Worrying About Copycats: The Truth About “Stolen Ideas” in Photography
Beyond the Image Podcast
What should you do when another photographer copies your work? Nothing. In this episode, I break down why the fear of “stolen ideas” is one of the biggest things holding creatives back. After a recent post sparked debate, I dive into the difference between inspiration and theft, what copyright actually protects, and why most photographers are focused on the wrong problem. We’re talking about: Why ideas aren’t the asset, execution is The truth about “first usage rights” and copyright How a scarcity mindset slows your growth Why competition is actually a good thing And how...
info_outlineIf today’s topic hasn’t been in the front of your mind over the last 18 months with everything that’s happened within our industry, it better be in the front of your mind after this episode. We are talking about the need to diversify your income sources, and more specifically, the importance and the power of leveraging recurring revenue into your business model where you are able to build, scale, and grow your business.
My guest today is the founder of The Value Builder System and best selling author or Built to Sell, John Warrillow.
IN THIS EPISODE
- The lightbulb moment when John realized the importance of creating recurring revenue in his business model.
- How John quickly grew his business and developed recurring income.
- The importance of productizing your business and incorporating a subscription model.
- Segmenting your audience.
- The Trojan Horse effect.
- Effective positions brands are taking with subscription models.
- TVR
- The reason you want to niche down and find one customer to serve.
- Packing value into the subscriptions you create.
- The 60-day window magic.
- The power of spontaneous gifts to your subscribers.
- Getting your subscriber fully integrated.
“Once somebody becomes a subscriber, they are infinitely more
likely to buy your other things.”
* Go lock in your pass NOW at FITposium.com!
Connect with John
Download FREE subscription model worksheet, learn about the drivers of value, and more at the link below!
We’ve Put Together a Collection of Useful Gifts for Listers of Beyond The Image (builttosell.com)
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For more, visit jamespatrick.com