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Most of us know what it’s like to feel fear as a creator and/or business owner.

Today’s guest, photojournalist-turned-portrait-photographer Diane Dultmeier of Dultmeier Photography in Stewart, Florida knows that fear all too well. 

Diane has been a portrait photographer for over 20 years and specializes in creating gorgeous, finished beach portraits for her clients.

About four years ago, though, she felt a shift - a shift that might sound familiar to many of you. 

Diane felt surrounded by the “competition,” other photographers who were dealing in digital files instead of portraits. 

Diane doubted herself. She felt FEAR:

“Am I too expensive?”

“Is my work really worth what I’m charging?”

“Should I be doing business this way?”

“Is my way of doing business even still relevant?”

She felt that her business had stalled out, and she was looking for help. In 2021, our paths crossed in the best way. Diane joined the Founding Member Group of The Art of Selling Art course and our MindShift Community and began to make specific changes to her business that took an already good thing and created growth and a new vision for her business.

Fast-forward to today and Diane’s portrait sales average has increased almost 300% from three years ago. That’s not double but TRIPLED her average sale!

Just as exciting and maybe even more importantly:

Diane has a renewed energy for her craft AND her clients. With a few vital changes, she created a business that ATTRACTS clients who WANT wall art and LOVE what she does. They want a “Diane Dultmeier” on their wall.

Diane will share the specific, actionable steps that she learned, and then implemented, to create this growth. 

What I want you to pay close attention to as you listen, is that Diane didn’t want to become someone else. She didn’t want to become me or any other photographer.

She wanted to stay true to her OWN creative vision, but she knew she needed help on the business side in order to grow.  

During our conversation, you’ll notice how she took concepts she learned and implemented them in her own way that felt authentic to DIANE!

That means learning a process on how to create a profitable sustainable business BUT running it through the filter of DIANE and doing it in a way that was true to HER! She calls it creating a Flexible Vision, and I call it amazing!

You’re going to want to take notes on this one!

Let’s Do It!

In this episode, you will learn

• How using Room View photos can boost your art sales
• The magic of mockups if you can’t get those photos ahead of time!
• How showing the right options can help nail down exactly what your clients want
• How a collaborative approach makes it easier for clients to visualize and adjust their choices.
• Tips on turning these techniques into a game changer for your portrait business!

Here’s a glance at this episode:

• [4:08] - We learn how Diane uses mockups to help clients visualize and finalize portrait choices.
• [7:11] - ATJ stresses the importance of showing mockups and costs upfront much like interior designers do.
• [9:57] - Diane learned transparency from a costly accountant experience and avoids deceptive upselling.
• [12:38] - ATJ advises teaching clients about services without pressure, allowing them to choose freely.
• [15:51] - Diane finds support in her photographer group, valuing the shared experiences.
• [17:01] - Diane reveals that her sales have surged 300% since adjusting pricing and focusing on wall art.
• [19:08] - Diane customizes albums for each client, increasing album sales and client satisfaction.
• [21:54] - Hear how ATJ values creating unique, magical portraits, enhancing confidence in pricing through joy and excitement.
• [23:55] - Diane enjoys spending more time with clients, remembering their initial worries and seeing their satisfaction.
• [26:04] - Having previously operated out of fear, Diane now creates flexible invoices before appointments,
• [28:54] - With a photojournalist’s eye, Diane captures natural moments and consistent lighting setups.
• [30:38] - Learn how, through consultations, Diane uncovers clients’ hidden preferences and guides them towards what they’ll love.
• [32:40] - Diane explains how narrowing down images before showing clients has streamlined the selection process for her.
• [33:58] - ATJ helps Diane curate images that tell a story and offer lasting value.
• [36:32] - ATJ praises Diane and highlights her ability to simplify the process and deliver unique, high-value portraits.
• [39:16] - Diane emphasizes the importance of regularly updating prices to cover all costs and ensure business viability.
• [40:54] - ATJ notes that explaining the value behind pricing helps shift clients' focus away from cost to the benefits.
• [43:36] - Diane recalls how minimizing language was an eye-opening lesson from the course, helping to reveal clients’ intentions.
• [45:03] - The suitability of a business often depends on how well it aligns with personal satisfaction and financial stability.
• [48:52] - Diane finds joy in seeing long-term clients cherish portraits over the years, affirming the value of her work.
• [51:30] - Diane found creating album mockups challenging at first, but practice made it easier over time.
• [53:07] - The book Atomic Habits had a profound impact on Diane.

Click here to listen! [LINK TO THIS EPISODE]

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We’d love to hear your thoughts, suggestions and ideas! 

Links and Resources:

Download a Transcript

Diane's Previous ReWork Episode #035

Reading:

Book: Atomic Habits by James Clear

Diane Dultmeier

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Do The ReWork

Website | Instagram

Allison Tyler Jones

Website | Instagram | LinkedIn