Today we’d like to introduce you to Cori Nichols.
Cori, please share your story with us. How did you get to where you are today?
I have loved capturing photographs since I was a child, talking my friends and family into posing while I snapped away! In high school, I was the high school yearbook photographer which fostered my love of photography even more. I put the camera down to pursue a pre-Law degree at UC Santa Barbara and then did a ten year foray in corporate America. After having children, I picked up the camera again and found I couldn’t put it down, wanting to capture every smile, milestone and memory of our lives. My photos got noticed by friends and acquaintances so I decided to take a sharp left into a career change as a portrait photographer. The first six months were spent practicing on friends and their families while also developing my business plan and strategies, taking classes, reading books, finding my niche and practicing every day. After a couple of years of persistent work and networking, I was a full-time photographer, feeling like such a cliché – doing what I was born to do!
Now, ten years after I started, I am still invested in education, business planning, networking, customer focused service and delivering the best products and services to my customers. I have met a lot of great people and I have had some amazing opportunities. I’m not out to win competitions or gain a following – I invest my time in making my clients’ experience the best it can be, whether that’s capturing every milestone and memory for their family or capturing professional imagery for their business.
Has it been a smooth road?
All journeys have bumps in the road! It’s how we respond to those challenges that matter. When I first started, I developed “comparison-itis” – I was looking at the websites of established professional photographers to see if I could figure out lighting and composition choices. While that’s not a bad thing, I realized I started to compare my work to those photographers. It was discouraging as I wondered how I would ever go from where I was at to where they were at. I am not alone in this – photographers (and other professionals) who are just starting out do this too. I stopped spending my time comparing myself to others and “practicing” and just did it. It was then that I started to grow technically.
A few years into my career, I faced a couple more challenges: First, my camera equipment was stolen – thankfully it was insured so I could replace it. Lesson learned: insure your equipment!
Then, I briefly worked with another photographer who told me point blank that I wasn’t good enough. Ouch! I took the opportunity to hear out the reasoning, and in the end I learned to listen to my clients, not others’ opinions. That’s not to say that it didn’t light a little fire in me because it did!
About five years into my career, I was working most days and nights, burning the candle at both ends and facing burnout. And to make things worse, I wasn’t making much of a living. My business was paying for itself (business overhead and photography equipment are expensive!). So, if I was going to continue as a photographer I knew I had to make some changes. I did a lot of soul searching and created a new business model. I knew I would no longer convert 95% of inquiries into clients. Instead, I priced my services to cover business overhead as well as make an income while focusing on providing quality service to each client. A lot of photographers have other full time jobs as their main income while photography is simply supplemental income so they price their services accordingly. I knew I would no longer earn business from consumers who valued price above all else. The time I give to each client, the time between shooting and delivering products and the services provided really address the needs of my customers. In the end, the reality is that I run a business and without a sustainable business model, my business would not survive.
We’d love to hear more about your business.
I specialize in portrait photography. As a mom and business owner, I understand how important it is to capture milestones in your family and business. I am known for getting people to connect with the camera naturally. I’m good at giving people guidance when they’re in front of my lens. a place not many people feel comfortable (myself included).
I listen to what my clients tell me about. themselves and make creative suggestions to achieve images they love. And, I’m an organizational ace so I make sure I provide people with everything they need to be prepared for their shoot. My clients usually comment on how patient I am, how fast I turn around images and how good I am at what I do. All of which I take as a huge compliment!
In addition to all that, what sets me apart is that I focus on helping clients display their portraits on their walls or in albums – physical products. Digital copies of their images are included with their purchase but I don’t focus on digital images. Beautiful portraits bring a smile to your face, but not when they’re buried on your computer hard drive!
Is our city a good place to do what you do?
Our city is a great place for photographers. We have some of the most beautiful scenery to use as a backdrop. As photographers, we have the opportunity to capture weddings, business owners, families, military homecomings, family reunions, corporate events, and so much more here in America’s Finest City! If somebody was just starting a photography business here in San Diego, I would recommend they start with photographing friends, networking and most importantly, pricing their services appropriately for running a sustainable business that will earn them a living. There are also opportunities to take classes, join photography groups or just take your camera out and explore the city!
Pricing:
- Family Portrait Session $299
- Business Portraits starting at $195
- Event coverage starting at $325
Contact Info:
- Website: www.photographybycorinichols.com
- Phone: 858-381-2097
- Email: info@photographybycorinichols.com
- Instagram: @PhotosByCori
- Facebook: @PhotographyByCoriNichols
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