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How to Define Your Style, Pivot Your Brand & Break Free in Your Market

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Creative Rising Episode 209

[NARRATIVE]

Are you shooting weddings you don’t love but still booking them only because they pay the bills?

Do you want to completely change your style, but you’re afraid that no one will book you if you do?

For years, Duke Khodaverdian (of Duke Images) and Spencer Lum were both shooting traditional weddings in a style they didn’t love – until they pivoted their brands and started shooting weddings in completely different styles, setting entirely new trends in the photography world and dominating their markets.

This is the story of two polar opposite photographers that both found amazing success by defining and going after clients they love.

But while they both created remarkable businesses, the journeys of how they got there will completely surprise you.

WANT TO BREAK FREE AND FINALLY BOOK CLIENTS YOU LOVE?

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In this Episode:

Check out Duke Khodaverdian’s work on Instagram: @dukeimages

Learn more from Spencer Lum at Ground Glass. 

Quick Guide:

  • (06:12) How Duke Discovered His Dreamies
  • (23:12) How Spencer Lum Pivoted His Brand
  • (26:00) Two Photographers, Two Opposite Styles
  • (32:23) How do you make people want?
  • (35:05) Spencer’s Sales Formula
  • (53:18) What Spencer’s Clients Really Wanted
  • (57:05) What Really Matters to Duke’s Clients
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We teach photographers to build life-giving businesses that they absolutely love.

About Us

We're Jeff & Erin

We’re Jeff and Erin Youngren – and it’s our mission to help you thrive not just as a wedding photographer, but as a business owner. It’s time to set aside the stress and comparison of a hustle mindset, and build a life-giving business instead.

We met in college, got married, and started corporate jobs before we discovered (and fell in love with) wedding photography. But like many creative entrepreneurs, we were booking anything we could, strapped to our laptops and living dangerously close to burnout.

So we dug in and learned how to build a thriving business that supports our dream life – instead of a joyless business that runs a stressed-out life.

Today, we photograph only 10 Dreamie weddings per year, but we also run two other wedding brands plus a commercial studio in San Diego, CA. And we do it by only working the hours that fit into our life. The other hours? We spend those living a joyful life raising our two beautiful sons, James and Samuel.

hugs,

Jeff and Erin

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