Premium Members, click here to access this interview in the premium area.

Michael Schacht of is a successful portrait and headshot photographer based in Chicago, Ilinois. A lot of his work is booked via advanced Facebook Ads, retargeting and Google Adwords. He utilises smart website choices to funnel his potential clients to the right areas to make advertising to them even easier. This is exactly what we cover in today's episode.

Some more about Michael… he spent his younger days sketching the photos from the covers of photography magazines. From sketching, he went on to painting, and eventually lost interest in the art programs at his school and started taking college classes.

At the time, he didn’t believe a career as an artist was a reasonable goal.

He went on to learn about sales and marketing after college and worked for a few companies in various sales and management roles in the construction industry. When the housing market crashed, he decided it was time to go back to his artistic roots.

Today, he describes himself as a commercial and editorial portrait photographer with the core of his business being headshots.

He also says… I help people earn trust via an image, meaning… he works with everyday people to make sure that their personal branding tells their story.

He openly says on his website, he's the best – so don't ask for a discount unless there's a group of 3 or more. I love that! And during the episode, I reckon there's a good chance you'll understand why he can be and is so confident about his photography work.

Here’s some more of what we cover in the interview:

  • Presenting your brand confidently and creating something interesting for your clients
  • Generating headshot photography work via Groupon
  • How Michael started to book his first headshot photography clients after Groupon
  • Free up more time with a scheduling program in your photography business
  • Being clear and upfront with your prices when talking to potential photography clients
  • The benefit of having a highly trafficked photography website
  • How optins changed the way Michael was doing business with his headshot clients
  • Sending visitors to your photography homepage via Google Adword campaigns is a mistake
  • How to segment and retarget your photography clients
  • What is “Drift Campaign”?
  • How Michael creates Facebook Ads for re-targeting headshot photography clients
  • Why targeting bigger companies for your Facebook Ad campaigns is key
  • How to decide between Google Ad and Facebook Ad campaigns for photographers
  • The advantage of Facebook Ads over Google Ads for headshot photographers
  • The kind of messages to trigger clients to come back and book
  • Creating a scenario to enable an emotional decision for your clients to book you
  • Stock photography in your ad campaigns – good idea or bad?
  • Michael's advice on putting the emphasis on your website, not on your portfolio
  • How to know if you have a good or a bad headshot photography website
  • How to make your client the hero of the story you're telling
  • Can you have too many calls to actions on one page?
  • Prices or no prices on your website or use your price list as an optin for email marketing?
  • Why Michael gives a free shoot rather than a discount
  • Michael's sales process for his headshot photography services
  • Photography website reviews and how they work
  • Michael's courses and the topics he covers

Michael Schacht Photography Podcast

What’s on Offer for Premium Members

If you’re a premium member, you should have received an email with links to your version of this interview – the full length and more revealing version where you hear the absolute best tips and advice from every guest.

If you’re on the fence about becoming a premium member, join with the $1 trial today and get access to the FULL interviews each week, get access to an amazing back catalogue of interviews and ALL future interviews delivered automatically to your phone or tablet.

Because I get so much traffic I can be picky. And I think that, that's something that we all need to be constantly striving for because, the more traffic you get, the more opportunities you have to sell to people. – Michael Schacht

Plus special member-only interviews.

You'll also receive access to the members-only Secret Facebook Group where you can connect with other Premium Members and interview guests to help, support and motivate you to take ideas you hear in each episode and put them into action. There are also FB live video tutorials, role-play interviews and special live interviews happening in the group.

You will not find more friendly, more motivated, caring and sharing photographers online.

Joining a Mastermind Group (encouraged by Andrew) has been incredibly valuable and fun, I look forward to connecting with my group members every week. Jina Zheng, Premium Member and Melbourne Children photographer.

And that's not all… you get a set of steak knives… I'm kidding!

Seriously though, that's not all. In addition to everything above, you'll get access to and instructions on forming or joining a MasterMind Group with other premium members. These groups are super motivating, make you accountable and build friendships with other pro photographers with similar motives to you – to build a more successful photography business.

Michael Schacht Photography Podcast

What is your big takeaway?

Following this interview, I’d love to know if you're taking anything away from what Michael shared. Is there something you heard that excited or motivated you to the point where you thought, yeah, I'm going to do that! If so, let me know by leaving your thoughts in the comments below, let me know what your takeaways were, what you plan to implement in your business as a result of what you heard in today's episode.

I believe that people have to interact with your brand a number of times to build trust – Michael Schacht

If you have any questions that I missed, a specific question you’d like to ask Michael or if you just want to say thanks for coming on the show, feel free to add them in the comments area below.

Michael Schacht Photography Podcast

iTunes Reviews and Shout-outs

Each week I check for any new iTunes reviews and it's always a buzz to receive these… for a couple of reasons.

Firstly, it's confirmation that I'm on the right track with the interviews and that they really are helping you improve your photography business. That's awesome!

Secondly, iTunes is the biggest search engine when it comes to podcasts and it's your reviews and ratings that help other photographers find PhotoBizX. More listeners mean more interviews and ultimately a better show.

If you have left a review in the past, thank you!

If you haven't and you'd like to, head to and you can leave some honest feedback and a rating which will help both me and the show and I'll be sure to thank you on the show and add a link to your website or blog if you let me know the URL of your website and your name.

Alternatively, if you've left a review for PhotoBizX and are looking for more backlinks to help your SEO, leave a review for the new Photography Xperiment Podcast and email me your keywords or keyword phrase and where you'd like me to link to.

Another great way to get a backlink to your site is to send a video testimonial. It doesn't need to be fancy and your phone will be perfect. Click record and tell me how PhotoBizX has made a difference to you and your photography business.

Here are the latest iTunes reviews:


It's like taking a business and marketing class

In iTunes by Camera Mam from the USA on November 24, 2018

If you are serious about your photography business then you should be listening to this podcast.

Andrew does such a great job. He has awesome guests who share tons of information.

Every week this podcast gives me something to work on in my business.


I love this podcast

In iTunes by Camera Mam from the USA on November 24, 2018

Informational and inspirational, Andrew and his guest bring great marketing plans and tips for your business each and every week.

If you have a photography business you have to subscribe.

A must listen

In iTunes by Buckinghamshire Wedding photographer, Damion Mower from the UK on November 14, 2018

I am addicted to this podcast. Andrew is relaxed and easy going, asks pertinent questions that are completely relatable for photographers and probes enough to get some real golden nuggets of learning.

A must listen for photographers of all genres.

Michael Schacht Photography Podcast

The more confident you can present yourself the easier job of weeding out the clients that are going to be a problem. – Michael Schacht

Tools to run a wedding photography business by Mark at ShotKit

Mark Condon of has put together a comprehensive list of the tools and services he uses everyday in his wedding photography business to stay as efficient and productive as possible.

Mark says many of the resources listed here are crucial to running his business, and highly recommends you check them out – wedding photographer or otherwise.

Some of the tools are pay-to-play, some are free.

Some you will recognise, know well and probably use yourself but I'm sure, you'll find a few hidden gems in here too.

Here's the link to check out the article:

Michael Schacht Photography Podcast

Some photographer are better suited for different areas of photography. – Michael Schacht

PhotoBizX Episode Reviews – The Biggest PBX Team Project EVER

The episode review project was released and confirmed in the Members Area a few months ago with overwhelming support and the commitment from over 60 listeners.

The plan was for each member to select and review a single episode – I'll take care of the rest.

Anyone who gets involved and helps out will receive a PDF containing ALL the episode reviews.

Unfortunately, not everyone who committed to the project has followed through. At this stage, I have a bunch of episode reviews done but am hoping to get more “in the bag” to make this one of the most valuable assets from the interviews – a guide to easily find the topics you're looking for and having the actionable content available at your fingertips.

If you're a member and still want to get involved, check out the email coming your way this week and follow the instructions to get started.


The instructions are on the Google sheet – click on the tab in the bottom left.

Only pick one episode and add your details to claim it.

You'll see Andrea MacLeod has claimed more than one – ignore those episodes, she has been helping behind the scenes.

Any questions, post below or email me –

Any member who contributes will have access to the completed PDF with all reviewed episodes FREE.

Thanks so much to anyone who can help with this BIG project.

Episode #300 is Coming Up! And the focus is YOU!

With episode 300 fast approaching, the plan is to do something different and make the episode about you.

I'd love for you to record one thing you've implemented, taken away, used or shaped to suit you in your business as a result of what you've heard on the podcast. It can be anything!

Record yourself on any app – your phone in a quiet room is perfect.

Email your audio file (.mp3 is easiest) to and in the email, let me know your URL and the anchor text you'd like me to use to link to you from that episodes show notes.

With your anchor text, to keep this simple, let's go with your location and the genre of photography you specialise in.

For example:

Attach .mp3 file


Anchor Text: Central Coast wedding photographer

Which will become: Central Coast wedding photographer

Any questions, post in the comments below, in the members FB Group or email me directly.

Let's make episode 300 one to remember and all about you and what you've learnt and used from the interviews you've heard.

Links to people, places and things mentioned in this episode:

312 Elements Website

Michael Schacht on Instagram

312 Elements on Facebook

312 Elements on Twitter

312 Elements on Pinterest

Headshot Sales and Marketing Workshop by Michael Schacht

Acuity Scheduling

Michael Schacht Photography Podcast

Thank you!

Thanks again for listening and big thanks to Michael for sharing his thoughts on building a successful headshot and branding photography business with smart website and Facebook advertising tactics to attract and retarget his perfect clients.

If you create an amazing experience for somebody, they are going to want to take care of you. – Michael Schacht

If you have any suggestions, comments or questions about this episode, please be sure to leave them below in the comment section of this post, and if you liked the episode, please share it using the social media buttons you see at the bottom of the post!

That’s it for me this week, hope everything is going well for you in life and business!

Thanks and speak soon