Joy Vertz has so much NEW going on, we wanted to give her space to share everything she’s doing! This month will be jam-packed with info!
From Joy…“It was so fun to read my older interview and as my goals were realized and business has continued to grow and thrive since then. What is new for us is that we are diversifying into different new markets. We were finding that there were several people calling with smaller budgets that we were turning away because they were not profitable for us. This was money left on the table. By crunching our numbers and revamping packages to minimize time spent on sessions we have successfully appealed to a new market without affecting our existing higher end market. To make this happen we had to impose some limits on our shorter sessions (which helped to show the differences and provide value to our more higher end sessions too!) to make sure we could remain profitable at this different market.
I’m excited to have had the opportunity to dive into several educational opportunities because I am finding that this is what feeds my passion for the industry. I am finding that I truly love giving back to the industry and watching photographers improve their businesses!”
For those of you who haven’t had the opportunity to meet Joy, read our 2011 interview below:
Tell us about yourself.
I’m a self proclaimed numbers girl who loves the art of photography but am even more passionate about the business side of things. I get a sense of satisfaction watching the bottom line of my business improve. I have a degree in studio art from Lawrence University. I own two, boutique style studios on either end of Milwaukee. In the past 2 years I have begun teaching and mentoring and have found it to be immensely rewarding. On a personal note, i’ve been married for 13 years and have two little boys age 7 & 10. I’m a little bit of a workaholic so my biggest struggle is managing my family and work life. I have a shoe obsession and love to travel.
When did you decide to become a photographer? What does being a photographer mean for you?
I decided to become a photographer after my first son was born. Being obsessed with watching him grow, I trekked him around from studio to studio, both high end and mid range, each month of his first year. After the first year I was putting together an album for his party and realized the images that truly captured his little budding personality were the images that I had taken with my film camera from college. I do not strive to create trendy or stylized photos– I strive to create sellable images that captures the little personalities inside.
Describe a typical day.
After I drop the boys off at school, I’m to the studio by 8:15am. Often times I have shoots beginning at 8:30. Typically, I will have 2-3 sessions in a day. I load my images immediately after the session and cull and process. The digital imaging team takes it from there! I send my hand written correspondence and answer emails and voice mails plus spend about 20-30 minutes on social networking and odds and ends marketing activities. I pick up the boys from school and head home for the mom thing. After the boys’ bedtime I typically work for another hour or two on mentoring, education and working with other photographers. I often sneak in a game of bejewelled too!
Tell us your most memorable photoshoot.
**warning… tears may occur** The shoot that hit home on WHY we do what we do still makes me tear up. A great client of mine referred a friend of hers who was diagnosed with ovarian cancer. She was going to have invasive surgery the following week so we arranged a shoot with her and her husband and two small children on a saturday. They went out for ice cream and I edited the photos and did the sales appointment an hour later. The photos were lovely– images of the family, the couple, the kids and mom with each child. They ordered several prints including splurging on a 16×20 canvas print for each child’s room. The prognosis was good and she wanted to do this only because she knew she would look differently. We prepared her order and a friend picked it up to bring to her as she lived 2 hours away. We found out that the day after the prints were delivered, she passed away very unexpectedly due to complications from surgery. It struck me that had we not taken these photos her young children (ages 3 & 5 at the time) may have no photographs of her mother. I instantly scheduled my own family portrait realizing that being behind the camera, there were few (if any) photos of me. I became passionate about making sure that people do not wait for their family portraits. It does not matter if you want to lose 10 lbs, or get your hair fixed, or find the perfect outfit. Your children will think you are perfect just the way you are.
What are your favorite subjects to photograph? And how would you describe your style?
Tweeners for sure! First, they are seldom photographed because they are a little gawky and awkward but I love that stage! They have spunky little fun personalities and still even think I’m at least a little cool. I work hard to try to get to know what they are into and create an image that is just for them. Its especially rewarding seeing a 13 year old girl light up when she sees how truly beautiful she is. Kids at this age are often struggling with self-esteem and a portrait that makes them feel good– and a session they remember as fun and positive, will be remembered forever.
Where do you find your inspiration?
Pinterest. I’m addicted. Its insane.
What’s your favorite image?
This is Isabella. I’ve been photographing her for years and she is probably one of my favorite clients ever. She picks me flowers and makes me drawings and is truly excited to come for photo shoots!
If you could buy anything for your studio, what would it be and why?
A really big Epson Printer to print for spec large prints and have them prepared for clients to purchase when they come in immediately. I’m scared of the set up, calibration and color management though. I need someone to hand hold me into the crazy world of self printing.
What are the biggest personal or professional challenges you face? Anything you’d do differently?
My biggest challenge is balancing my work and family life. I’ve been aggressive with my business, growing it quickly into a large studio (we do around 700 sessions between the two locations) a year and 12 employees and it sometimes takes time to manage everything. Toss in mentoring and it takes time and consistency. My children and household need that too! I’ve found the best thing is to delegate and i’ve learned that non-income producing activities are best delegated.
Future goals?
My goal for 2011 is to increase my sales by 6% and decrease my expenses by 7% for our most profitable year. My 5 year plan is to ramp up my teaching and mentoring which I love and delegate a little bit more of the shooting to my other amazingly creative photographers that work on our team.
Advice for other photographers?
Make sure your pricing is solid and able to sustain long term profitability! Do not base your pricing on other photographers because you do not know that they are profitable. You cannot base pricing on your competition because you have no idea as to their expenses and time invested. Photography is immensely rewarding but it will take away time from your family and social obligations so make sure its worth it! ::
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