***All images in this post are copyright Sarah Petty unless otherwise noted***

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You are a marketing genius. It seems that everything you do turns to gold. What have you done to become so well versed in marketing?

Most people are good at what interests them. Some people are movie buffs while others know everything about cars. I guess I am a marketing buff - actually maybe more of an addict. I can’t go to a store, restaurant or even get a haircut without analyzing how each company is marketing – both good and bad. My MBA was great but my years at Coca-Cola and working as marketing director of a top area ad agency were invaluable experience.

What are your top 3 tips for bringing in new clients?

- Create dynamic direct marketing pieces to get your clients bragging for you.

- Always be working to build relationships in your market – from shopping locally to mentoring young people (2 of my 3 employees are the direct result of mentoring).

- Be a leader in charitable marketing in your community (come see my program at Imaging USA for PPA Charities). If you click on this link before August 31, you can register to win a FREE Pass to Imaging 2010!

What does your workflow look like? Do you outsource or keep everything in house?

Because we have a boutique business model, we are very low volume. We don’t print our own work (whcc.com), but all of our retouching, framing, etc. is done in-house. We are closed Mondays to clients, yet most of our team works at least part of the day. We shoot Tuesday – Friday 9 am-5 pm with the exception of our seniors who purchase our largest session and we will do an evening session. Seniors are often scheduled outside of regular hours.

It seems like you travel quite a bit. How do you make this easier on your children?

*I do my best to book speaking engagements during the week as it is the least disruptive to my kids. I am  very protective of my weekends.

*I married a wonderful guy and have a great nanny/sitter who comes to our home after school and during the summer. This person helps keep my house running smoothly.

*I hire team players at my studio who I trust to take amazing care of the business and clients when I am traveling.

What are you most proud of creatively?

While awards are fun, they don’t mean that much to me. I am most proud of the fact that I get to do something creative every day and get paid for it. There are many more talented people in the world who can’t make a living at it, which is a shame.

What do you recommend women do who are just getting started in the industry?

*Invest in education! Always grow both your photographic and business skills.

*Have a business plan. If you don’t know where you are going, how can you get there? It is so much easier to make the tough decisions if you understand your financials. Go to Ann Monteith’s Guerilla Management if you want the truth.

*Keep your day job. Truly, if you don’t need to take a salary out of your business in the beginning, you will be able to invest back in the business and make decisions that are best for your brand.

What do you do for fun that has nothing to do with photography?

- I love hanging with my peeps. My husband, three kids and I walk to my parent’s house about a half a mile away each night. We grill out a ton and chill together on our screened-in porch.

- I love decorating and refinishing furniture. I love taking a dated, dirty or ugly piece of furniture and paint, recover or distress it. It is exhilarating to have something that can’t be bought.

- I love to read. I think I get every decorating magazine that comes out and every business book written.

What do you do that your clients rave about most?

I think our clients rave most about our promotional pieces and holiday cards. I bar no expenses when it comes to designing and printing cool things that reflect upon my brand. I love it when I run into someone I know in March who is carrying around our Christmas card in her purse.

It seems that you are extremely busy! It looks like you make time for fun, though. How do you do that and not feel guilty?

Making money IS fun! Ha. Truly, this is my biggest challenge for sure. I love what I do at work so much that it is hard to turn my thoughts off when I go home. What has worked well is to make rules for myself when I am at home – one hour of computer time each day on the weekends (email is my nemesis). My husband is a small business owner also so we have a good understanding of helping each other keep in a groove. Also, 5 years ago, we moved outside our town on 3 acres. So it has become very inconvenient to run in to the studio, which I used to do when I lived close. We love working and playing in our yard which is a great escape.

What is the best thing you've done to make your business successful?

- From day one, I have invested in building a strong brand. From making it a priority to work with the best professional designers, to using the top printers and vendors to investing in a nice studio, I make it a priority to invest in my brand.

What do you do to keep from feeling overwhelmed?

Drink. Just kidding. When I get overwhelmed, I start by balancing all 3 checkbooks then getting everything I need to get done on a list and prioritizing each activity. I hear a former co-worker’s voice from my ad agency days saying “just get one thing done then move to the next.”

What three products or things help you stay organized?

- IGTD (I get things done) – Free mac software. This helps my team and I communicate.

- Mobile Me – syncs with ical, allows us to transfer files, etc.

- Polka dot file folders from Anthropologie – if all the work is in a pretty file folder it is like a spoonful of sugar for me.

To see more of Sarah’s work click on the links below:

portrait website

tasty marketing info

marketing workshops