Meet the Mentors: Shauna Lofy
Shauna, what I love about Shauna is that she is a graphic designer and a very good one. Shauna has types (mumbles) new website and I love her eternally because she has done such a beautiful job. Shauna is a wonderful example as a mentor and a photographer for me because Shauna has a lot of the original issues that I had and I see a lot of myself in her. What I love about Shauna is that she has no problem charging for graphic design, which she spent how many years doing?
Yup, fifteen years charging for graphic design but when she had to swap over to charge for photography it became a whole different story. Now, I feel like there's a huge lesson around Shauna. And, Shauna's huge lesson is: Why do I value graphic design and not value photography? And, how long did it take you to start valuing graphic design? Because that's gonna give me a little bit of a pricing evolution. I want you all out there to start thinking right now. This is not about blocks and hurdles. Because I ta...
lk a lot about smashing blocks and hurdles, but I feel like what you're not understanding is you're on a journey of the evolution of your pricing and income. If we look at it as we're becoming, instead of we're stopped and blocked, the difference is I am becoming, I am learning to up my average, I am learning to create more, I am learning to sell more, I am learning to make my work bigger, better, I am learning to see different situations, I am learning to charge more, I am learning to be more. The evolution of my pricing has been slow but perfect. I know where I am now; I need you to understand that these people started at zero efficacy for Tammy and went up from there. I came from zero and went up. I undersold myself for years and years and years. So, I really want to harness the evolution of your pricing after lunch and I want you to harness it as evolution. Not, I'm stopped, I'm blocked, I'm stuck. It's evolving; it is happening. So, Shauna, how long did it take?
With graphic design?
Probably about five years, five years. It was I worked for other people and I lost that job because I was all ego and I learned a huge lesson through graphic design that helped me with my business now to be humble and appreciate everything.
Okay, can I just speak to "humble" because the difference between humble and ego that you have just experienced is you had to be in a state of ego to grow. So, when we're at our most frightened, the ego saves us. The ego sees faster, more competition, contrast, compare, you're better than them, you're better than them, and so unfortunately, we get a little bit lost in the ego because the ego is whipping the horse. Now, the ego is that thing that keeps you alive. The ego is the think that identifies you as something. And, you need the ego in order to get validation. Because then you get validation back and at first, that validation is you're better than them, you're better than them, and that's the validation you need to go to the next level. Unfortunately, what happens is you get stuck in the ego and then everyone starts telling you suck and that you're shit and you're full of yourself. And, then, all of a sudden, you don't like yourself and you start tormenting the self, and yet it was the ego that survived you. It was the ego that thrived you. It was the ego that put you in the state of competition and winning. It was the ego that said you're better than this. It was the ego that said you are better than them, step up. So, when I hear ego now, I no longer hate it; I no longer resist it. I hear my ego speak and I say, "What is it, ego, "that you need from me right now?" Am I not believing in myself because my ego is flaring around this person here and I need to address that myself, my true self, my non-ego needs to step up and claim something and my ego is telling me... to do it. So, I love that you experienced that. I feel like that is a great gift that you experienced and please, out there, if you are stuck in your ego right now, listen to it. The ego is egging you on. Sorry, I got really feisty and passionate about this. (laughter) I just interrupted you.
You saved me for a moment; I was beginning to lose it. (laughter) What were you asking me?
Okay, it took you five years to evolve your pricing graphic design. Where are you priced now as a photographer and what are you finding the most difficult?
I started out as free then I went to 200, then 400, and now I'm at, my bottom package is 900, middle package 1500, then 2100. And, I just followed your packaging and your pricing, and that's it, as far as what I offer, products.
And, where do you feel the most comfortable in your studio and where are you struggling the most now?
Most comfortable, obviously, graphic design. And marketing, I can't sell myself. I still have a problem with that. It's crippling and the very first time I went to a women's meeting thing was, I'm blanking, but, I spent 10, 15 minutes just trying to get myself the courage to go up and talk to just one person, and I stood back looking at all these people and I heard your voice inside of me, "Just do it. You can do it. You can do it." And, I just took a deep breath and I said, "Okay." I'm handing out my business cards to everybody, introducing myself, "I'm a portrait photographer." I still struggle with that, but I go back to that moment and remind myself, "I can do it." (speaker drowned out by crosstalk)
Okay, so tomorrow, when we do selling yourself, selling your products, the first thing I do is I no longer walk up to anybody and introduce myself. Those days are gone. Now, I walk up to people and I ask a question. I usually start with a compliment. "I love your dress. It's beautiful. My name is Sue."
I'm Hika, nice to meet you.
What do you do, Hika?
I'm a portrait photographer.
And, what brought you here this evening?
The food. (laughter)
We have something in common, because I like food too. The truth is, I didn't ask you to go and sell anything, I asked you to go and meet people and the confidence to do that, in selling yourself, is gonna be huge. I love that about you. I love that you had the same hurdle as me. I love that it's all personal. I love that you are a beautiful designer. And, I'm gonna love watching you breakthrough it, because I can't wait. This is Shauna's studio space. Beautiful.