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Tony Knight of www.thisismylife.com.au is doing something totally different from anything I've seen from another photographer. If you were asked: Do you think it's still possible to create a photography business without competition today? I'm guessing you'd say no, not possible today. Tony disagreed and created one.
He was looking to create a unique business without competition and could take advantage of his skill set as photographer, retoucher, master printer as well as his more recently aquired skill set in video and sound. After spending nearly 1 million dollars on his building, fit out and marketing, he is fully operational and running full steam ahead.
Here's a little backstory on Tony to help put you in the picture…
He was born in Manchester, England and came to Australia with his parents in 1965.
Currently, he lives in a small country town just out of Melbourne in the south east suburbs on 25 acres with his wife of 25 years, their daughter 22 and son 19. Along with horses, cows, cockies, dogs, cats and the occasional guest wombat.
Shot his first wedding at 14 years old and got paid what felt like a fortune and he still remembers delivering the proofs to the reception after rushing back to his darkroom after the ceremony. (Tony wanted to get paid quick).
Started work as an apprentice letterpress printer at 15 and after working there for 6.5 years, ran a small printing company where he became the ‘Jack of all trades’, from the selling and marketing to graphic art/design, film and plate making to print and binding on the promise of equity if he could turn it from a loss to profit. The first year he did make a profit and the owner reneged stating he never thought anyone could turn it round. (First lesson – get any offer in writing).
Tony left and bought his own printing press and watched the other company fold within 3 months of him leaving and set up at a Pro Lab called Manark Colour laboratories back in the 80’s – he went full time in his own business at around 23 years old after saving all his profits from 100 hour weeks of working two jobs and his own business.
Tony secured a large contract and in the first year turned over about 1.3m with a $128K profit and all after spending nearly a million on equipment. He made a profit every year since starting and saw Net profits of up to 25% but never lower than 12%
In 2003, he purchased a graphic design company and merged it into the company along with professional photography that was done by Tony.
All this time, he was harboring the idea of ‘This is my life’ but did not want to start it until he was clear of the printing industry which he grew to hate.
So with 50 approaching fast and after being basically ‘ripped off’ by a trusted employee which cost him many hundreds of thousands, Tony sold the business. In 2012, he was finally out of the printing industry.
So the next chapter began and he started to look for premises to start This is my life.
The vision for ‘This is my life’ was largely sparked because his Dad died in his 50's with his mum following in her 60’s and realising that he really did not know a lot about their lives. How did they meet, first kiss and how did Dad propose? What was life like for them as kids, first jobs and what were their parents like – they grew up through the war in Manchester, England.
To this day I literally have nothing with my parents voice on it, I only some silent movies from 60's and 70’s where I can use my imagination.
Tony was also looking to create a unique business that did not have competition and could take advantage of his skill set as photographer, retoucher, master printer as well as his more recent skill set in video and sound.
Today, ‘This is my life’ is up and running on all cylinders after spending nearly 1 million dollars on the building, fit out and marketing.
We produce almost everything in house with the exception of the binding of the albums which is done locally by a true master binder with hand sewing and fine leathers.
Tony is a control freak, a virgo and a perfectionist, so he prints in house with large format Epson’s which are all calibrated to ensure the best result with true archival permanence. He also scans in house and does almost all the retouching as well.
Ultimately, Tony's aim is to be able to franchise ‘This is my life’ to other studios that want to capture and leave the editing and albums to him. Currently he averages 2 stories a month but they can handle up to 8 per month with ease and he has ensured scalability from the get go.
Tony still shoots commercial photography and video work which he enjoys and his studios cater for both mediums.
The studios are also available for hire and include a large hair, change and makeup rooms, a 12 x 7 metre studio with infinity curve, video & sound recording room 5 x 5.2 metres and of course no studio would not be complete without its own 10 seat private Gold class cinema for our clients to view their movie.
Here’s some more of what we cover in the interview:
What’s on Offer for Premium Members
If you’re a premium member, you have a bonus “members only” episode coming to you this week. Look out for that interview, it will drop into your podcast feed later in the week.
I'd like to think that I could hand you one of my discs from any of my clients, whether they're the most exciting or boring and you would watch it from start to finish and not wanna switch off. – Tony Knight
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.
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.
What is your big takeaway?
Following this interview, I’d love to know if you're taking anything away from what Tony 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 todays episode.
If you have any questions that I missed, a specific question you’d like to ask Tony or if you just want to say thanks for coming on the show, feel free to add them in the comments area below.
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 means 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 https://photobizx.com/itunes 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 key words or keyword phrase and where you'd like me to link to.
Molly Marie's Webinar is happening this week!
A couple of weeks ago, Molly blew me away with the stuff she was sharing in her interview. She is one switched on photographer/marketer.
After we finished recording, I asked if she could put together some extra training for PBX listeners. Something to help you make some more money from your photography .
She said yes.
And came back with a date and topic.
How's this for the name of the training…
Andrew: Sounds good so far. 🙂
Molly: What about a free LIVE 90 minute class where I help PhotoBizX listeners book their next photography client during the training?
Does that sound like something they would be interested in?
Andrew: “Hell YEAH”
Molly: As photographers we’re creatives, we’re artists, and the business and marketing aspect can sometimes get pushed aside because it’s not as fun to us as our craft, am I right?
Andrew: Yes, for some of us for sure.
Molly: Ok, for anyone struggling to get more clients. I have a script & a super simple technique I can share during this training to get you your next booking.
Here’s what we’ll cover in the class:
- How to Book Your Next Portrait Client Even if Your City is Littered with Photographers **We're going to get you a booking ON the training**
- Where to Conduct Studio Quality Shoots Even if You Don't Have a Studio (and where to shoot instead)
- How to Consistently Book Portrait Clients Year Round (Even if You Don't Like Marketing)
Click here to learn more and reserve your spot for free!
Still Molly: I also have A GIFT JUST FOR ATTENDING
Just show up to the online training live & I'll gift my marketing pages that contain: auto online client booking form, my spa partnership marketing strategy & the exact opt in page I use to grow my client email list! ($500 Value)
New eBook to help you get more portrait clients
I've just released a new ebook: Book EVEN More Portraits Than You Ever Thought Possible.
It's a follow up to the first book and focuses on a more easily implementable version of 3rd Party Marketing. (If you don't have the first one click on the link in the sidebar and download it – it's FREE).
What I cover in this book is a well known strategy and one that comes up in a lot of interviews but is often brushed over because it is widely used.
The book goes into DETAIL on how to get a 3rd party promo set up – which businesses to partner with, what to say, what to bring to the meeting, sample .psd files you can use (copy), scripts, everything you'll need to get this set up.
I'd love to give this away to you guys but it's taken a lot of work and I know is a bargain at the launch price of $47. It's going up shortly.
If you're ONLY using FB Ads and you need to add another marketing tactic to your portrait photography business, you should be doing this.
This book isn't for you if you already run 3rd Party Marketing promos and have everything running well.
Feel free to ask questions below and of course, if you're not happy with anything, you get your $$$ back and you can keep the book.
Along with the book purchase, is a link to the resource page where you can access related interviews, the downloadable artwork and more.
Here's the link again: https://photobizx.com/ebook2
Links to people, places and things mentioned in this episode:
Tony Knight on the Headshot Crew
SEO Fitness Workbook, 2017 Edition: The Seven Steps to Search Engine Optimization Success on Google by Jason McDonald Ph.D. by Jason McDonald – from Audible
SEO Fitness Workbook, 2017 Edition: The Seven Steps to Search Engine Optimization Success on Google by Jason McDonald Ph.D. – from Amazon
YouTube: This is my life presents Ralph Butcher reflecting on the early days ‘Post war” in Australia
YouTube: This Is My Life | Ralph Butcher | Box Camera from WW2
The Beginner Photography Podcast
Making the Leap to Full Time Photographer – an interview with Raymond Hatfield ob PhotoBizX
Thank you!
Thanks again for listening and thanks to Tony for coming on and sharing so much about his business, marketing, tactics and strategies for todays episode.
If you're comfortable doing portraits, if you're comfortable doing weddings, create niches within that area and have your own unique proposition because if you haven't, then you're competing against everyone else on that same thing. – Tony Knight
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
Andrew
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