Diaries Of A Mum-tographer - with Mel Cieslik

The Newborn photography Business Blueprint

Last week, we dived into how to get your Instagram audience onto your email list. That’s a critical first step, but let me tell you – the magic doesn’t stop there. It’s what happens after they hit that subscribe button that truly determines if your email list will be a game-changer for your business.

In today’s episode, I’m sharing my top 5 strategies to create an engaged and high-converting email list. These aren’t just fluffy tips – these are actionable steps I’ve used to grow my own six-figure photography business and sell my courses on autopilot.

The first step to nurturing your email list is ensuring every email you send offers value.

How often are you emailing your list?

The welcome sequence is your chance to roll out the red carpet for new subscribers.

Pro tip: Use the tone of your emails to make them feel like a personal conversation. This helps your audience connect with you on a deeper level.

One-size-fits-all emails don’t cut it anymore. Your audience isn’t all at the same stage, so segmentation is the secret sauce to higher conversions.

By tailoring your emails to their specific needs, you’ll see better engagement and more sales – it’s that simple!

Sell Without Feeling Salesy

Finally, let’s talk about how to sell through your emails in a way that feels authentic and natural.

Remember, your audience wants solutions to their problems – so selling is really just an act of service.

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Okay, let’s talk email lists. Why are they so important? For starters, emails land directly in someone’s inbox. No algorithm, no guessing games. And on average, each subscriber can bring you an extra dollar of revenue per month. Yep, $1 per email! So, imagine 1,000 engaged subscribers—that’s $1,000 a month in potential income. Not too shabby, right?

Email lists are the foundation of a sustainable, profitable business. Whether you’re launching a new course, booking mini sessions, or promoting a freebie, your email list is your secret weapon. But here’s the golden question: How do we move people from Instagram to our email list without spending hours replying to DMs or chasing leads? That’s where automation comes in.

The tool I swear by is Manychat. If you’ve never heard of it, it’s basically like having a personal assistant in your DMs. Someone comments or messages you with interest, and Manychat steps in to deliver your freebie, collect their email, and save you heaps of time. Let’s break it down into three easy steps.

Think about what your followers want. Maybe it’s a “PDF on how to prepare for a photoshoot” or a ‘What to wear guide’, ‘Or a VIP subscription so they are eligible to discounts and session releases before anyone else’ The key is making it something valuable enough for them to trade their email for it.

Create a Reel or carousel post talking about your freebie or VIP list. Your caption should include something like, “Comment ‘VIP’ below, and I’ll DM you the link!” Once someone comments, Manychat automatically sends them a message asking for their email.

Manychat collects the email, syncs it with your email platform—like Mailchimp or Flodesk—and sends them the freebie. Meanwhile, you’re off doing your thing, knowing your list is growing on autopilot.

When I first started using Manychat, it felt like magic. Instead of spending hours replying to DMs, I could focus on my shoots, my marketing, creating content and coaching photographers, knowing that my followers were getting the resources they needed. It’s been a total game-changer for my business.

…

If you want to set this up, here’s how you can get started:

Once it’s live, you can promote it again and again, tweaking the process as you learn what works best.

Another way you can use Manychat is to use keywords

Such as newborn or family

What happens is ,anytime a client sends a DM for pricing and availability about either of these sessions, an auto reply will be sent that is specific to the topic. Instead of the generic one we have set up through instagram. To be honest, the generic one is quite irritating to a consumer. You’re better off not having an auto reply in my opinion.

Or, if you choose to have a generic auto reply through instagram, my advice is to provide a link to book a call with you or a link to your enquiry form so that the potential customer is making progress with their enquiry and moving to the next stage in the process.

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Statistics show that Photographers who charge premium rates typically work 25-30% fewer hours than those offering lower rates (industry analysis).

Here’s the thing, and I know so many of you feel this: You’re working SO hard. You’re shooting on weekends, editing till 1 a.m., answering emails on your phone while your kids ask for just five more minutes of your attention. And despite all that, you’re barely covering your costs. Maybe you’re stuck offering cheap mini sessions just to fill your calendar. Or you’ve had clients ghost you after countless back-and-forths. You feel like you’re running on a hamster wheel, but the finish line keeps moving.

Sound familiar? Because I’ve been there. That’s exactly what I mean by the hustle without the reward. It’s exhausting, it’s unsustainable, and honestly, it’s not the path to $10K months.

I’m going to break it all down for you. We’ll talk about the three pillars of consistent $10K months:

And don’t worry, I’m not going to just throw buzzwords at you. I’ll share actionable tips and examples you can implement today. Because if there’s one thing I’ve learned, it’s that success loves action.

I want to share one last story with you. A few years ago, I had a client who booked a high-end newborn session. She told me afterward, “Mel, I didn’t just book you because of your photos—I booked you because you made me feel like I was in the best hands from the moment I inquired.”

That’s the magic of confidence, friends. When you believe in your value, your clients will too. And when you combine confidence with strategy, that’s when the consistent $10K months happen.

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This Christmas was all about connection for us. We’ve had lazy beach mornings, a sprinkle of adventure, and those magical moments around the dinner table where we laughed until our cheeks hurt. I’ve loved being fully present as a mum, soaking in all the giggles and chaos that come with this time of year.

But let me tell you, one of the best gifts I’ve given myself this Christmas is permission to take a break. My business is running on automation while I’m away, and it’s been a game-changer. I set up workflows to keep things ticking along, so I’ve been able to step back without that little voice in my head whispering, ‘You’re falling behind.’ Trust me, if you’ve never put your business on autopilot before a holiday, I highly recommend it—it’s like a gift to your future self!"

So, how do you balance it all without completely losing your mind? Here’s what’s worked for me—and spoiler alert, it’s not perfect, but it helps!

Set Boundaries That Work for You

For me, mornings are dedicated to Poppy. It’s her time to hang out with me, whether we’re at the park or watching Bluey. I save client calls, editing, and admin for when she naps or after she goes to bed. Sure, it’s not a 9-to-5 schedule, but it’s our schedule, and that’s what matters.

Involve Your Kids When You Can

Poppy loves playing with my old camera. She’s convinced she’s a photographer too, and honestly, she’s not bad! Sometimes, I’ll let her ‘help’ during shoots—she’ll stand beside me holding her toy camera, and clients love it. Plus, it keeps her entertained.

Embrace the Chaos

One of my favourite photos ever was taken during a family shoot when Poppy was a bub. She crawled into the frame while I was photographing a couple. At first, I panicked, but then I realised it was a moment worth capturing. That’s the beauty of being a mum and a photographer—life doesn’t pause for perfect shots, and sometimes, the imperfections are the magic.

Self-Care Isn’t Optional

Here’s one I’m still working on: taking time for me. Whether it’s a quick walk, a solo coffee date, or just locking myself in the bathroom for five minutes of quiet, those moments matter. You can’t pour from an empty cup, right.

At the end of the day, balancing photography and motherhood isn’t about achieving perfection. It’s about finding a rhythm that works for you and embracing the beautiful, messy, hilarious moments along the way.

And remember, you’re not alone in this. Whether you’re editing photos at midnight while your little one snores beside you, or sneaking in quick emails during nap time, you’re doing an amazing job. Don’t let anyone—including yourself—tell you otherwise.

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The Newborn Photography Membership

Fear is an evolutionary mechanism designed to protect us. It triggers the "fight or flight" response, keeping us alert to dangers—both real and perceived. This aspect of fear is invaluable.

Since the rise of social media we compare ourselves.. ALL THE TIME. Whether it be someone elses body, her hair, the house they live in, the amazing holidays they are going on. And so too we compare our photography work. Well, I want you to write this one down.

CONFIDENCE BOOSTERS THAT WORK

LONG-TERM MINDSET SHIFTS

Imposter syndrome doesn’t disappear overnight, and honestly, it might never fully go away. But what matters is how you respond to it. You are good enough. You’re not an imposter—you’re a work in progress, and progress is powerful.

So, my challenge to you this week is to celebrate one thing you’re proud of in your photography journey. Maybe it’s a session that went well, a new skill you’ve learned, or even the fact that you’re still showing up despite the doubts.

As always, I’d love to hear your thoughts. Shoot me a message on Instagram, or join the conversation in our Facebook group. And if this episode resonated with you, share it with a fellow photographer who might need a confidence boost today.

Until next time, keep creating, keep growing, and remember—you’ve got this.”

My gift to you Family Posing Prompt Cards

Build Trust: Tips on how to make clients feel comfortable (e.g., icebreaker conversations, sharing your own stories).

Use Prompts, Not Poses: For the most organic shots. When you pose a subject phisically, it can look staged, and awkward. And not to mention, extra work for you!

Be Patient: The magic happens in the quiet moments—how to observe and wait.

Create Movement: Encourage interaction (e.g., “walk hand-in-hand” or “spin your little one around”).

Shoot Through the Moment: Advice on not stopping at the "perfect shot" but letting emotions naturally evolve.

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Let’s face it—keeping customers happy isn’t rocket science, but it does require some common sense. Unfortunately, we’ve all seen (or made!) these mistakes. Let’s break down the worst offenders and why they send customers running for the hills.

1. Ignoring Inquiries – AKA “Ghosting Potential Clients”

Picture this: a mum is scrolling through her phone at 2 a.m., desperately searching for a photographer who can capture her baby’s chubby cheeks before they disappear forever. She emails you in a frenzy of sleep-deprived hope... and hears nothing. Crickets. Days pass. By then, she’s moved on to someone else.

👎 Why it’s bad:

Ignoring inquiries screams, "I don’t care about your business," and nothing says “bye-bye referrals” faster. Even if you're overwhelmed, clients expect acknowledgment—stat.

✅ Fix it:

Automate! Set up an auto-response email or social media message that confirms receipt and sets expectations for when you’ll follow up. For instance:

"Hi there, thanks so much for reaching out! I’m so excited to chat about your upcoming session. You’ll hear back from me within 24 hours—hang tight!"

In my Newborn Photography Business Blueprint, I share templates you can plug and play to streamline this process and never leave a client hanging again.

2. Not Setting Clear Expectations – AKA “Over-Promise, Under-Deliver”

Ah, the classic trap. You’re trying to win a client over, so you say yes to everything:

"Yes, I’ll have your images ready in two days!"

"Yes, I’ll make your living room look like a Vogue cover!"

"Yes, I’ll Photoshop your toddler into smiling angelically, even though he cried the entire session!"

👎 Why it’s bad:

When you over-promise and can’t deliver, clients feel let down—even if what you do provide is amazing. Unmet expectations leave a sour taste.

✅ Fix it:

Be honest about what’s achievable upfront. Instead of making big promises, frame your process positively:

"Editing takes about two weeks because I like to perfect every image for you. Trust me, it’s worth the wait!"

When expectations are realistic, clients are thrilled when you go above and beyond.

3. Being Too Pushy With Upsells – AKA “Used Car Salesman Vibes”

We’ve all been there. You just had a wonderful session, your client is on cloud nine, and then... bam! You hit them with a barrage of upsells they weren’t prepared for:

“Do you want to add this $3,000 canvas package? How about a keepsake box? Oh, and there’s a digital download fee!”

👎 Why it’s bad:

High-pressure sales tactics turn a beautiful experience into a transaction. It can leave clients feeling icky and less likely to come back.

✅ Fix it:

Upsell gently. Frame it as an opportunity, not an obligation:

"If you’re interested, I have a gorgeous canvas option that would look amazing in your home. No pressure—let me know if you’d like to see some samples."

In my Blueprint, I teach strategies for offering upgrades in a way that feels natural and gets clients excited, not overwhelmed.

4. Delivering Low-Quality Experiences – AKA “Letting the Little Things Slide”

From a clunky booking system to poorly edited photos, every touchpoint in your process matters. That one typo in your email? Clients notice. The awkward silence during a session? They feel it. Your attention to detail (or lack thereof) can make or break the experience.

👎 Why it’s bad:

Clients want to feel cared for every step of the way. If you seem disorganized or sloppy, it reflects poorly on your professionalism.

✅ Fix it:

Streamline your workflow. Invest in tools to keep your bookings, invoices, and communication flawless. And during sessions, make the experience FUN! Crack a joke, play with the kids, and make it unforgettable. The better they feel, the better the photos—and the bigger your referral base.

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The Newborn Photography Business Blueprint

I am immensely proud of the ultimate client experience I have created over the years.

I would 100% attribute my success to this unique formula.

That, and pretty photos of course. But I believe the two go hand in hand. There is no point taking beautiful photos if you also treated your clients like trash!

Automating the Client Journey: Email Sequences That Build Trust and Drive Sales .

I Love the royal treatment that my clients get in my sessions.

I provide a full client wardrobe for mum and Bub.

I do in person viewing, so my clients have a Live feed from the camera to view each and every photo in real time! This was initially for me to save time with proofing galleries. But it also keeps the client involved in the session, we can choose the photos and any print products together at the end of the shoot. and It maintains cash flow. No more following u0 on unpaid accounts. So I can get onto editing on the chosen photos and in order of my shoots.

I used to get overwhelmed with creating client galleries because I didn’t want my clients to see the unedited photos. SO I would spend hours retouching a full gallery only for my client to choose 10 pics or so!!

Session Follow-Up: Send an email thanking the client for their session, linking to a gallery (e.g., PicTime), and providing options for product purchases.

Review Request: Automate an email a few days after the session asking for feedback and a review. Explain the importance of reviews in growing your photography business.

Exclusive Limited-Time Product Sale: Eight weeks after the session, send an email through PicTime offering an exclusive sale on products like photo albums or framed prints. This adds urgency and keeps clients thinking about your service long after their initial session.

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Free Pricing Calculator – Grab Your Freebie!

To help you implement everything we’ve discussed, I’ve created a free pricing calculator that’s going to take the guesswork out of setting your rates. With this tool, you can input your business costs, your ideal salary, and the amount of work you want to take on, and it will calculate what you need to charge to hit those financial targets. It’s easy to use and will give you confidence in your pricing structure.

Make sure to download it at the end of the episode through the link in the show notes. This tool is the first step toward taking control of your pricing and your profit!

If you're stuck with marketing your services. Be sure to register for the FREE online training here.

As always, I love to hear from you, so be sureto connect with me via instagram.

Today we’re diving into something we’ve all experienced – those times when life feels like a total mess.

You’re juggling so much as a mum, a business owner, and honestly, sometimes the motivation just isn’t there. It’s especially tough when we’re our own bosses, right?

There are always so many things that have to get done – client enquiries, editing, shoots – and before you know it, you're caught up in a reactive cycle. You're putting out fires instead of moving your business forward proactively. But here’s the thing: if we want to build successful, thriving businesses, we need systems and strategies in place to help us work efficiently, even when we don’t feel motivated.

So, how do you shift out of that reactive space and start moving forward with purpose?

In this episode, I’m sharing my top tips and strategies for finding clarity, getting motivated when you can’t be bothered, and putting systems in place to help you succeed, even on the messy days. Let’s dive in!

Here are my top tips:

If your head is swirling with all the things you need to do, get it all out on paper. This clears the mental clutter and gives you a better sense of control.

Having a predictable routine, even a flexible one, makes a huge difference. Outline the tasks that need to be done first thing in the day before anything else takes over.

Stop jumping from one thing to another. Focus on batching similar tasks – responding to enquiries all at once, editing in blocks, scheduling shoots back-to-back. This will save you heaps of time.

Make a list of tasks that help you move forward – like marketing, planning, and business development – and carve out time in your schedule before jumping into client work. It’s tough at first, but trust me, the results are worth it.

Set up systems to handle the repetitive tasks in your business, like email templates or scheduling tools. That way, you can focus on the parts of your business that actually help it grow.

Feeling overwhelmed often comes from trying to do too much at once. Break down your goals into bite-sized pieces, and celebrate your wins along the way. Every small step forward matters!

In the end, it's all about creating habits and systems that allow your business to work even when you're not at your best. Stay tuned as I unpack these strategies in more detail and give you the tools to keep moving forward even when life feels like a mess!

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