34: How to Transition from Photographer to Educator: Insights from Joy Michelle on Building a Personal Brand and Business Growth

In this episode of the Accidental CEO Podcast, host Nata Salvatori sits down with Joy Michelle—a photographer turned YouTuber, business coach, and founder of Photoboss. Joy shares her journey from starting a photography business right out of college to becoming a successful educator and content creator. If you’re a photographer looking to transition to full-time work or expand your business into education and online courses, this conversation is packed with invaluable insights.

Joy’s Journey: From Wedding Photography to Education

Joy Michelle’s journey into photography began while she was still in college. Despite being a graphic design major, Joy was drawn to the creative world of photography and soon realized that she wanted to run her own business. Meeting her wedding photographer and seeing the life she had built around her craft was a key inspiration.

“I was sitting on my computer watching Creative Live, reading blogs, completely checked out of my classes. I was starting my own business,” Joy recalls.

Joy’s experience of building a successful photography business early on taught her the importance of mentorship and continuous learning. “Getting mentorship from people who were already doing what I wanted to be doing was something that I did really quickly,” she notes.

Key Factors for Transitioning to Full-Time Photography

Many photographers struggle to make the leap into full-time work, but Joy shares some key factors that helped her transition within just two years:

1. Seek Mentorship: Early on, Joy sought mentorship from established photographers and consumed every piece of education she could find. “I had mentors who didn’t even know I existed because I was reading their blogs and watching their videos,” she explains.
2. Focus on Personal Branding: Joy leveraged her background in graphic design to create a cohesive brand identity from the beginning. Her consistency with colors, fonts, and visual storytelling made her appear more established, helping her to attract higher-paying clients.
3. Humble Beginnings: She embraced a “beginner’s mindset,” working as a second shooter and collaborating with others to build her portfolio. Joy advises, “I was willing to do anything to get in the room and collaborate. Humility helped me make connections and grow.”

The Role of Content Creation in Business Growth

One of the most significant factors in Joy’s business growth has been her commitment to content creation, especially on YouTube. “YouTube has been the backbone of visibility for my business. Photoboss wouldn’t be what it is today without it,” she says.

When she first started creating content, she set a goal to publish videos every week for a year before deciding whether to continue. Around the six-month mark, she noticed a budding community and increased engagement, which reinforced the importance of consistency in content creation.

How Can Photographers Leverage YouTube for Business Growth?

• Start with a Commitment: Commit to producing content for a specific period, such as a year, before evaluating its impact.
• Be Generous with Your Knowledge: Joy emphasizes that offering free, valuable content helps build a community that will be interested in your paid offerings down the line.
• Don’t Overthink It: When deciding what content to share for free versus what to save for courses, Joy recommends focusing on delivering value and building trust with your audience. The customized feedback and support that come with paid programs will naturally differentiate them from free content.

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Common Mistakes Photographers Make When Going Full-Time

From her coaching experience, Joy has identified several common mistakes photographers make when transitioning to full-time work:

1. Overemphasis on Gear: Investing too much in gear can be a distraction. While good equipment is necessary, it’s not the key to business success. Joy points out, “The most talented photographers aren’t always the most successful. The best marketers are.”
2. Playing Small: Avoid staying in your comfort zone. Reach out to vendors, collaborate, and submit your work to be published. “If you’re not submitting work that later makes you cringe, you waited too long,” she advises.
3. Going It Alone: Joy stresses the importance of seeking mentorship and coaching. Having an experienced outsider’s perspective can reveal opportunities you might miss on your own.

Building a Magnetic Personal Brand

Joy’s approach to building a personal brand revolves around embracing your unique story and being unapologetically yourself. Here are some of her key recommendations:

• Own Your Story: Your personal background, previous work experiences, and creative journey make your brand unique.
• Be Willing to Attract and Repel: Trying to appeal to everyone dilutes your brand. “You attract and repel,” Joy says. “When you put your stake in the ground, you’ll be memorable to the right people.”
• Show Your Experience: Highlight the experience you offer to clients before they book with you. Make it clear what sets your business apart.

Joy’s Visibility Marketing Secrets

For photographers looking to gain visibility and grow their community, Joy shares her top strategies:

1. Submit Your Work: Get your work featured on other platforms and blogs to reach new audiences.
2. Collaborate: Whether it’s through Instagram Lives or blog post swaps, collaboration allows you to borrow other people’s audiences and gain exposure.
3. Leverage Video Marketing: Utilize video content on YouTube and other social platforms to showcase your expertise and connect with potential clients.

Managing Multiple Roles and Maintaining Boundaries

As a business coach, podcaster, mom, and content creator, Joy is no stranger to juggling multiple responsibilities. Her top tips include:

• Set Boundaries: Create clear boundaries around your schedule, information intake, and what you allow into your life.
• Define “Enough”: Ground yourself in what success looks like for you so that you know when to celebrate and not constantly move the goalposts.
• Prioritize Time: Use the 80/20 rule to identify what activities bring the most impact in your business and double down on those.

What’s Next for Joy Michelle?

Joy has several exciting projects on the horizon, including a Business Reboot YouTube series to help creatives hit the reset button and a program for established photographers looking to diversify their income streams.

When asked how she defines success, Joy says, “To me, success is about impact and legacy—creating a positive impact on the creative community and leaving a legacy that my kids can see and experience.”

Final Thoughts

Joy Michelle’s journey from photographer to educator is a testament to the power of continuous learning, humility, and strategic content creation. By building a magnetic personal brand and focusing on visibility, photographers can transition to full-time work and beyond.

For more insights and to connect with Joy, check out her website at HERE and follow her on social media at @JoyMichelle.

If you’re ready to take the next step in your business journey, listen to the full episode on the Accidental CEO Podcast for actionable strategies and inspiration from Joy Michelle!