Many creators feel that art is for passion rather than money. Overcoming that belief can lead to a lucrative livelihood. Portrait photographer Shannon K Dougherty knows this well. She received a fine art degree with an emphasis on oil painting and figure drawing, but after college, she lost touch with her creativity as she worked as a bartender. After a time, she couldn’t push aside being an artist any longer. She picked up a camera and sought out education in how to turn portraiture into a business. Now, Dougherty’s average fine art photography sale is $3,500.

In her St. Louis, Missouri studio, where she specializes in boudoir, fashion, maternity, and motherhood, Dougherty brings all the skills from her fine art background and combines them with a business plan that emphasizes a high-end customer experience. At every step of the way, Dougherty elevates the personal nature of the fine art photography experience she provides. It begins with a phone call for a truly personal touch. Then Doughtery prepares the overall look and design of the shoot. Finally, her products are delivered in beautifully branded boxes and bags, creating an experience that expresses a high-end aesthetic from start to finish.

Dougherty shared how she makes her fine art photography services so valuable to her clients when she spoke with Nikki Closser on The Portrait System Podcast in The Personal Touch that Nets Big Bucks. Below, in a bonus Q&A, she shares how she was able to break through limiting beliefs to claim the career she was meant to have.

What has been your biggest breakthrough in business?  

Leaning into who I am as a photographer, artist, business owner, and as a person. When I stepped back and stopped looking at what everyone else was doing, it quieted the noise around me and let me focus better. It’s easy to get caught up in comparing and watching what others are doing. I had to step back and really focus on myself and why I wanted and loved being a photographer and business owner. 

Making a connection with your subject is one of the most important parts of a great portrait. How do you make lasting connections with your clients?  

It all starts with great customer service. From the first email to the delivery of their images and products, I care and want to give my clients the best experience possible. This builds trust all around and I feel like people are more relaxed as we start. Don’t be afraid to chat with your clients and make the connection before they even walk into the studio. 

Most artists had a point in their life when they knew this was meant for them. Did you have that moment?  

I didn’t always know I wanted to be a photographer. I didn’t even know you could make a career like this. I grew up as an artist and knew that’s what I needed to do. Any job I had, I never loved as much if I wasn’t creative or in a creative field. Once I started being in studios, I knew I wanted to learn how to make this a business for myself. I’m not naturally a businessperson; I had to learn that. I’m naturally a shy person, so I had to break out of my shell a lot and push through fear. As hard as those last two things were (and still are at times), I knew I was meant to have this career. 

For someone starting out on their photography journey what advice would you have for them?  

Don’t get too caught up in what others are doing. Focus on your goals and what you want your business to look like. Never stop getting education and always learn more about your craft. Have a community of other creatives that cheer you on and want to watch you succeed. Also, don’t worry too much about the newest and best gear out there. Start small and learn with what gear you have. 

The Portrait System Podcast helps portrait photographers navigate the world of photography, business, money, and much more. Hosted by Nikki Closser, the podcast is powered by The Portrait System, a comprehensive, online educational platform that teaches all aspects of running a successful portrait photography studio. If you’d like to be a guest on The Portrait System Podcast, send them a voice message. 

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Artistic Lighting for Maternity Portraiture – by Lola Melani

The Art of Draping Bundle

https://theportraitmasters.com/product/the-makeup-guide/