EP 27: From Vibes to Data: Building a Business That Actually Works with Sam MacKinnon

Answering Your Usage Questions: Licensing, Local Markets, and Finding the Price That Works

Shelly and Lauren are hosting a live deep-dive on ⁠usage licensing.⁠ [https://creativecamp.pro/usage] Lauren walks through a real case study where usage renegotiation happened after a shoot wrapped.⁠ Rachel Korinek⁠ [https://www.instagram.com/stories/twolovesstudio/] joins to share how terms shifted in the 24 hours before her shoot — and what happened. Tickets: $97 — includes a 14-page workbook. Newsletter subscribers⁠ [https://dashboard.mailerlite.com/forms/1292113/152397802558719123/share] get a discount code which now expires May 8, 2026. Episode Summary: Shelly and Lauren tackle a listener question from Tara @teragigotstudio, a food photographer navigating usage licensing in her local market. From baking usage into your creative fee without line-iteming it out, to why restaurants operate on razor-thin margins and what that means for your quote, to how to explain licensing using movies and Spotify — this episode gets into the nuance that most "just charge for licensing!" advice skips entirely. What Tara Asked: Tara wrote in wondering whether her ability to charge for usage is limited when competing photographers aren't charging for it at all. She lost a restaurant group job to a photographer who charged a fraction of her rate, and she's trying to figure out how to price strategically in a local market where she's still finding her footing. What's Covered: * Why aligning on budget before you quote changes everything — and the range technique (credit: Andrea Stern) that actually gets people to give you a number * How to bake usage into your creative fee without a separate line item — and why you still need a per-image rate for anything beyond the package * Perpetual vs. time-limited licensing for local clients, and why Lauren defaults to perpetual for restaurants * How exclusive → non-exclusive can be a pricing lever when a client can't meet your rate * The Getty Calculator tiering logic (national → regional → local) and how to apply it even though the tool is gone — plus FotoQuote as a resource * Why the most profitable dishes matter more than the most popular ones when scoping a restaurant shoot * Profit First by Mike Michalowicz for building pricing from your actual numbers * How to explain usage to clients who don't get it: a movie ticket is a one-time viewing license; a Spotify consumer account doesn't cover commercial use * Raw files, scope creep, and why "what happens if scope expands" needs to be in your contract before the shoot starts * Fotoquote — pricing software for photographers * Profit First by Mike Michalowicz * Creative Camp Instagram @creativecamp.pro [https://instagram.com/creativecamp.pro] Quotes from the show: "Whether you know you're paying for usage or not, there is a usage fee. I took the photo — I have to license it to you." — Shelly "Clients aren't sitting on bags of money trying to keep it from you. Stay focused on finding a compromise and educating them." — Lauren Stay in touch and resources to grow your business: Drop a comment, send us a DM at @creativecamp.pro [https://instagram.com/creativecamp.pro], or reply to the newsletter. Tara's question opened up a thread we've been pulling on for weeks — what's your version of it? Live usage workshop — May 12th [https://creativecamp.pro/usage]: Real case studies, Lauren and Shelly live, Rachel Korinek as a guest, and a 14-page workbook. $97. Newsletter subscribers [https://dashboard.mailerlite.com/forms/1292113/152397802558719123/share] get a discount code before the 8th. Basecamp Bundle [https://outpost.creativecamp.pro/basecamp/]: The foundational resource library for creative freelancers. Everything you need to pitch, price, and promote your creative business — all in one place.  Creative Sidekick: [https://creativecamp.pro/sidekick] 1:1 mentorship with Shelly for photographers ready to work on the business, not just in it. Application and discovery call required.

EP 27: From Vibes to Data: Building a Business That Actually Works with Sam MacKinnon

What happens when the vibes stop being enough? In this episode, I’m joined by operations strategist Samantha MacKinnon — my partial COO and the person helping me rein in the chaos behind the scenes. We get into what it really takes to move from scattered ideas to focused execution, why most creatives struggle with prioritization, and how data (yes, even if you hate it) can actually give you more freedom — not less. We also talk about building systems that support your brain (not fight it), the difference between collecting knowledge vs. implementing it, and why sometimes the most important question isn’t if something will work… but how. If you’ve ever felt overwhelmed by too many ideas, unclear on what’s actually moving your business forward, or resistant to looking at your numbers — this one’s for you. 💡 Key Takeaways * Why most creatives are stuck in “focus” (and how to get out of it) * The balance between data + intuition in decision-making * How to prioritize when you have too many ideas * The real reason your business might feel scattered * Why “you can’t run a business on vibes alone" * The shift from knowledge consumption → implementation * How to build systems that actually support your workflow * What happens when you bring on a team (and why it can still feel messy) * The power of asking harder questions in your business * You can’t grow what you’re not measuring * Data doesn’t remove creativity — it supports better decisions * If you say yes to everything, nothing gets done * Systems should flex to you, not the other way around * Sometimes the problem isn’t the strategy — it’s a lack of focus 🔗 Resources & Links * Samantha MacKinnon → https://samanthamackinnon.com/ [https://samanthamackinnon.com/] * Fixer Series (Sam’s monthly workshop + resources) → https://samanthamackinnon.com/fixr-series [https://samanthamackinnon.com/fixr-series] * Social Life (community mentioned in the episode) → https://photocamp--ohsierra.thrivecart.com/social-life-2026-6/ [https://photocamp--ohsierra.thrivecart.com/social-life-2026-6/] * Tiny Experiments (Referenced for procrastination: head, heart, hand) Keep the conversation going with us here at Creative Camp: * Drop us an ⁠email⁠ or a DM over on ⁠Instagram⁠ [https://www.instagram.com/creativecamp.pro]. * Support the show by ⁠buying us a coffee⁠ [https://buymeacoffee.com/creativecamp] (we love chai lattes) * Sign up for our ⁠Camp Bulletin [https://dashboard.mailerlite.com/forms/1292113/152397802558719123/share], where we drop nuggets about industry insights, creative opportunities and the latest show. * We'd love a review as it helps others know to listen as well as it helps us get found among the plethora of podcasts. If you're Spotify leave a comment on the show, and on Apple give us a review. About the Host: Shelly Waldman hosts Creative Campfire, a podcast for creatives who want more — more clarity, more confidence, more financial stability, and more honest conversations about what it really takes to build a business. With a career spanning finance, commercial photography, and education, Shelly brings both heart and numbers to the table. She’s passionate about helping creatives understand their value, navigate growth, and create businesses that feel aligned and abundant. Whether she’s interviewing industry leaders or sharing her own lessons learned, Shelly’s goal is simple: to pull up a chair to the fire and have the conversations that move creatives forward. You can find her on IG at @shuttershelly and @creativecamp.pro

EP 26: Pitching, Portfolio Strategy & the Marketing Follow-Up Game

In this episode, Lauren and Shelly unpack the biggest lessons from Shelly's recently completed Pitch Essentials course co-created with Rachel Korinek of Two Loves Studio. They cover the full arc of landing clients as a freelance photographer — from cold outreach anxiety and client calls, to portfolio strategy and the long game of follow-up.   Whether you're brand new to pitching or 19 years in, this conversation is full of practical, real-world takeaways. Both hosts get candid about their own struggles and wins, making it feel less like a masterclass and more like a conversation with two smart friends who've figured a few things out.   •      What pitching really means vs. marketing — and why you can't skip it no matter how established you are •      Call confidence: why getting on the phone beats email almost every time •      How to extract the right information on a client call so you can actually quote the job accurately •      Portfolio strategy: who is your website really for — ad agencies or direct-to-brand clients? •      Shelly's 5-touch outreach sequence: zines → LinkedIn → DM → capabilities deck → coffee chat •      The referral ask — and why most photographers aren't doing it •      Why you should focus on doing the work instead of chasing the ROI   "The most important thing on a call is that it's an opportunity for them to get to know your personality. Yes, you need the information, but at the end of the day, you can follow up if you miss something." — Lauren Liz   "People are not being ghosted — people are just being overworked. You're that 15th spam email, basically." — Shelly Waldman   "Focus on doing the action you can control versus putting all your energy into worrying about the result, which you can't really control." — Lauren Liz    Resources and links: Pitch Essentials Course — co-created by Shelly Waldman & Rachel Korinek of Two Loves Studio [https://twolovesstudio.com/] XYZED Printing — where Shelly prints her zine/mini-magazine: exwhyzed.com [https://www.exwhyzed.com/] Ian Tuttle — photographer whose work Shelly references: ituttle.com [https://www.ituttle.com/] The 12 Week Year — book referenced by Lauren on tracking actions within your control: store.12weekyear.com [https://store.12weekyear.com/products-list] The 7 Habits of Highly Effective People — Stephen Covey's"Circle of Influence" concept referenced by Shelly: franklincovey.com [https://www.franklincovey.com/books/the-7-habits-of-highly-effective-people/] Creative Mornings — in-person creative community events with groups worldwide: creativemornings.com [https://creativemornings.com/]   Hosts bio:Shelly Waldman is a photographer, educator, and the founder of Creative Campfire. After 10 years in finance and an economics degree in hand, she swapped spreadsheets for studio lights — but kept her love of strategy. Now based in London, Shelly blends creativity and businessacumen to help photographers and creative entrepreneurs build sustainable, profitable careers. Lauren Liz Kress is a commercial and editorial photographer specializing in vibrant lifestyle food, beverage, portrait, and brand storytelling imagery. With nearly 20 years in the industry, she collaborates with brands, publications, and restaurants while also serving as an educator, and board member of APA Atlanta. Based between Atlanta and Puerto Rico, she’s passionate about creative community, inclusive productions, and meaningful storytelling.    Stay in Touch: •      Drop us an email or DM us on Instagram creativecamp.pro [https://www.instagram.com/creativecamp.pro/] •    Support the show by buying us a coffee [https://www.buymeacoffee.com/creativecamp] (we'd love a chai latte!) •      Sign up for our weekly-ish Camp Bulletin [https://dashboard.mailerlite.com/forms/1292113/153295967228003634/share] —industry insights, creative opportunities, and the latest show •      We'd love a review! On Spotify, leave a comment on the show. On Apple Podcasts, leave us a review — it helps others find us among the plethora of podcasts out there.  More ways to work with us: •      1:1 Consulting — Shelly has been a business coach and photographer since 2010 •      Sponsor the podcast •      Invest in one of our courses •      Invite Shelly to speak to your group or be on your stage •      Got another idea? Email us: hello@shellywaldman.com [hello@shellywaldman.com]   SEO Keywords & Tags

EP: 25 You’re Allowed to Change Your Mind with Danae Karachaliou of Writing Pajamas

The Squiggly Line Career & The Courage to Pivot with Danae Karachaliou of Writing Pajamas In this episode of Creative Campfire, Shelly sits down with Danae Karachaliou — founder of Writing Pajamas — to talk about career pivots, identity shifts, and what it really means to build something that feels aligned. From pharmacy school to food photography to copywriting, Danae’s path is anything but linear. But as she shares, the thread was always there — writing. This conversation dives into: * What happens when the dream you built no longer fits * The difference between creating for yourself vs. clients * Why talking about the thing you want to do matters (before you’re doing it) * How to reintroduce yourself after a major pivot * Why marketing is shifting from strategy-heavy to human-first * The danger of outsourcing your creativity to AI * And why you’re allowed to change your mind One of the biggest takeaways? “The worst thing you can do is outsource your brain power and creativity.” We also explore what ethical marketing looks like today, how brands like Patagonia changed the game, and why personality-driven copy is becoming the future. If you're in the middle of a pivot — or quietly questioning your next chapter — this one is for you. Links & Resources Mentioned * Danae Karachaliou Website: https://writingpajamas.com [https://writingpajamas.com] Instagram: https://www.instagram.com/writingpajamas [https://www.instagram.com/writingpajamas] * Social Life (community run by Xanthe Appleyard) doors open again March 23! A special ⁠link just for my campers [https://photocamp--ohsierra.thrivecart.com/social-life-2026-6/] * Episode 7 [https://open.spotify.com/episode/4Q7dKfEgM8S7JpkGhFjabX?si=2b192fed67dc4f44] with Xanthe Appleyard (Social Life founder) * Patagonia (brand example discussed) * The Moth [https://themoth.org/] (storytelling organization mentioned) * 99% Invisible [https://99percentinvisible.org/](podcast referenced) * Roman Mars [https://www.romanmars.com/] (host of 99% Invisible) * Reuters article [https://www.reuters.com/investigations/meta-is-earning-fortune-deluge-fraudulent-ads-documents-show-2025-11-06/] Meta is earning a fortune on a deluge of fraudulent ads Tools mentioned: * ChatGPT * Claude * Grammarly Gemini Topics We Cover * Squiggly careers & nonlinear growth * Going back to a 9–5 to support a pivot * Sharing (or not sharing) the messy middle * Ethical brands & human-centered marketing * Personality-led copywriting * AI as a tool vs. AI as a crutch * Marketing trends shifting toward connection Host bio: Shelly Waldman hosts Creative Campfire, a podcast for creatives who want more — more clarity, more community, more confidence, more financial stability, and more honest conversations about what it really takes to build a business. With a career spanning finance, commercial photography, and education, Shelly brings both heart and numbers to the table. She’s passionate about helping creatives understand their value, navigate growth, and create businesses that feel aligned and abundant. Whether she’s interviewing industry leaders or sharing her own lessons learned, Shelly’s goal is simple: to pull up a chair to the fire and have honest conversations. Keep the conversation going with us here at Creative Camp: * Drop us an ⁠email⁠ or a DM over on ⁠Instagram⁠ [https://www.instagram.com/creativecamp.pro]. * Support the show by ⁠buying us a coffee⁠ [https://buymeacoffee.com/creativecamp] (we love chai lattes) * Sign up for our weekly-ish ⁠Camp Bulletin⁠ [https://www.notion.so/https-www-instagram-com-p-DAEVDrQySSI-118fda9e98fb8121b438d96c10cb90e8?pvs=21] ., where we drop nuggets about industry insights, creative opportunities and the latest show. * We'd love a review as it helps others know to listen as well as it helps us get found among the plethora of podcasts. If you're Spotify leave a comment on the show, and on Apple give us a review. How can we work together: * 1:1 consulting - Shelly's been a business coach and photographer since 2010. * sponsor the podcast * invest in one of our courses * invite Shelly to speak to your group or be on your stage * Got another idea? Drop us an email: hello@shellywaldman.com

EP 24: Art of Pitching Photography

In this engaging conversation, Shelly Waldman and Rachel Korinek delve into the intricacies of pitching in the photography industry. They discuss the importance of crafting effective pitch decks, tailoring presentations for clients, and the value of visual storytelling. The duo shares insights from their experiences, emphasizing the role of templates and collaboration in creating standout presentations. They also touch on the significance of feedback and continuous improvement in the pitching process, ultimately encouraging photographers to showcase their unique value to clients. Rachel Korinek is a Toronto-based professional food photographer and the founder of Two Loves, a studio and online education platform blending her love of food and photography. Originally from Australia, Rachel creates bright, expressive imagery that celebrates real food, emotion, and storytelling. She works remotely with clients worldwide and travels for select projects. Takeaways * Pitching is often overlooked but crucial for success. * Tailoring presentations to client needs enhances engagement. * Visual storytelling is key in making a strong impression. * Templates can streamline the pitching process and save time. * Collaboration can lead to innovative ideas and improvements. * Feedback from clients is essential for growth and refinement. * A strong portfolio should reflect the work you want to be hired for. * Understanding client expectations can lead to better outcomes. * Continuous improvement is vital in the creative industry. * Success in pitching can lead to more opportunities and collaborations. Resources: EP 10: Pitching Mindset and What to Send [https://open.spotify.com/episode/0Eqo56H35cIatfwxbSNqG1?si=edbaf54d4d864d87] Canva [https://www.canva.com/] great for building templates (google slides, Adobe Express work too) About Creative Camp: Shelly Waldman is a commercial photographer and entrepreneur, and the founder of Creative Camp. She hosts Creative Campfire, featuring honest conversations about business, creativity, and building a sustainable creative career. Keep the conversation going: * Drop us an ⁠email⁠ or a DM over on ⁠Instagram⁠ [https://www.instagram.com/creativecamp.pro]. * Support the show by ⁠buying us a coffee⁠ [https://buymeacoffee.com/creativecamp] ( love chai lattes) * Sign up for our weekly-ish ⁠Camp Bulletin⁠ [https://www.notion.so/https-www-instagram-com-p-DAEVDrQySSI-118fda9e98fb8121b438d96c10cb90e8?pvs=21] ., where we drop nuggets about industry insights, creative opportunities and the latest show. * We'd love a review as it helps others know to listen as well as it helps us get found among the plethora of podcasts. If you're Spotify leave a comment on the show, and on Apple give us a review. How can we work together: * 1:1 consulting - Shelly's been a business coach and photographer since 2010. * sponsor the podcast * invest in one of our courses * invite Shelly to speak to your group or be on your stage * Got another idea? Drop us an email: hello@shellywaldman.com