Building a career around consistency is the name of the game, and nobody does it quite like Sandra Coan. With over 25 years in the photography world, she’s not just a family and newborn portrait photographer in Seattle, she’s an educator and author who’s all about using strobes for a natural light look. In this episode, we discuss how human connection fuels her work and why she believes that capturing the moment is more important than getting the technically perfect shot. We talk about her marketing methods and how any Creative can ditch the traditional marketing funnel for a better approach to finding clients. Sandra’s journey is a treasure trove of insights for both budding and seasoned photographers, filled with heartfelt stories and practical advice. So whether you're just starting out or have decades of experience, you’ll want to stick around for the wisdom that Sandra brings to the table.

Podcast Title: Generator

Episode Title: Flywheels Are Better Than Funnels

Episode Number: 48

Publish Date: 9 May 2025

Episode Overview

In this heartfelt episode of Generator, I sit down with the incredible Sandra Coan—an award-winning photographer, educator, and author with over 25 years in the industry. We dive deep into what it means to build a business rooted in consistency, authenticity, and trust. Sandra shares how she developed her signature flywheel marketing method, why “shoot and burn” needs to be retired, and how lighting and connection go hand-in-hand. We talk about overcoming burnout, ditching the funnel, trusting your creative instincts, and why newborn photographers deserve a louder voice in the industry. Whether you’re brand new or a seasoned pro, this conversation is packed with insight, honesty, and a few unexpected laughs.

Takeaways:

• Sandra Coan emphasizes the importance of consistency in building a sustainable photography career, highlighting that true happiness follows when you find joy in your work.
• In the podcast, Sandra shares how she uses a client-centered marketing approach, focusing on building trust over chasing sales, which is crucial for photographers.
• The conversation reveals that capturing genuine moments is more about paying attention than achieving technical perfection, especially while working with families and newborns.
• Sandra discusses her journey from a kindergarten teacher to an award-winning photographer, illustrating how her teaching background influences her approach to both photography and client interaction.
• Throughout the episode, the idea of ‘slow photography’ is explored, with Sandra explaining how shooting film forces her to be more methodical and present during sessions.
• The podcast highlights the underrepresented niche of newborn and family photography, with Sandra advocating for the value and artistry within this area of the industry.

Resources and Links

• WEBSITE: www.sandracoaneducation.com
• INSTAGRAM: https://www.instagram.com/sandracoan/

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