Interested in starting your own entrepreneurial journey in photography but unsure what to expect? Then read up on our interview with William Morton, Owner of Morton Visuals, located in Sandpoint, ID, USA.
What's your business, and who are your customers?
Morton Visuals is a commercial photography company specializing in corporate communications. We are, essentially, marketing photographers who provide both still images and video production for business marketing use. Our customers range from entrepreneurs and business professionals (insurance agents, lawyers, etc.) to mid-sized companies (banks, law offices, trade organizations, etc.). We also cover large conferences and conventions with up to 15,000 attendees.
Tell us about yourself
I began my interest in photography in Junior High School, serving on the yearbook staff. I continued that through high school, reading every magazine and book I could find about photography and learning as I went. After a bit of a hiatus in college, I rekindled my interest during my travels in the US Navy. I opened my first portrait studio specializing in boudoir portraiture while stationed in Washington. Upon being transferred to San Diego, I worked as an Assistant Manager in a retail portrait studio before opening my own studio again. The southern California market allowed me to expand my boudoir business to include glamour, model portfolios, and headshots. The model portfolio images eventually led to Yellow Pages ads and an introduction to media publication and advertising work.
I have always been enamored with the creative aspects of the arts. The ability to create something, which most people can't (or don't) see, is hugely rewarding. My technical background is a great strength. A deep knowledge of the (now) digital medium, which I began in 1999, and an understanding of lighting and color management, lends itself to commercial photography applications. But perhaps my greatest strength is my ability to make people feel comfortable in front of the camera. Even those who hate being photographed. Photographing people for 30 years has allowed me to both entertain and create, documenting and illustrating people at their best.
What's your biggest accomplishment as a business owner?
In 2015 we relocated to Dallas and had the opportunity to relaunch our business from scratch. We opened a new studio, a much larger commercial rental studio, and shifted our focus on business. Serving the local community of creatives paid off, and my outreach expanded my business. After 4 years, I built this business back up to its highest-grossing year ever.
What's one of the hardest things that comes with being a business owner?
Marketing seems to be the hardest thing for most business owners to master, including ourselves. We have now relocated five times to different states and regional markets. Each time requires a total reset of marketing goals, processes, and even target demographics. Although we left the bustling Dallas metroplex nearly 2 years ago, we continue to get most of our work back in the Lone Star state. And an occasional gig back in our long-standing San Diego market. Our new base in rural north Idaho requires a great deal of travel for work, which is evolving our marketing significantly now that we aren't physically in a large metro area for the first time.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
A very wise entrepreneur I know, who built a multi-million dollar online retail business from her dining room table, once advised me to "find a need and fill it." Pretty simple in its essence, but repeatedly proven effective. She also advises to absolutely never take on debt to grow your business. And be sure to really know your customer - their needs and their wants.
My experience has been a bit different, but a few things are consistent. There are many photographers out there, some of whom are more skilled than I am and some who are not. The most critical thing I see is a need to really differentiate myself from others. Have a good value proposition and be able to articulate it. If you offer a similar product or service as others, why should they hire you? How can you justify your prices, especially if they are higher than average? Learn not only what your target customer needs (now) but what they are going to need in the (near) future. As technology changes, the ways we market will have to change - which may need very different visuals.
Which leads me to my third tip -- keep up with trends and technology. Strive to stay on the leading edge rather than trailing, or worse yet, failing to keep up. A bonus tip: know your numbers. Constrain your overhead, plan for the future, and keep up with your actual profits (and losses). Work your numbers rather than let them work you. And don't ever stop doing what you love!
Where can people find you and your business?
Website: https://mortonvisuals.com/
Facebook: https://www.facebook.com/MortonVisuals
Instagram: https://www.instagram.com/mortonvisuals/
Twitter: https://twitter.com/mortonvisuals
LinkedIn: https://www.linkedin.com/in/williammorton/
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
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