Tag: Spotlight

10 Statistics: Brand Photography as a Powerful Business Tool

Posted on by Odette Fernandez

Simon Sinek, one of my favorite thought-leaders, said: “People don’t buy what you do. They buy why you do it. And what you do simply proves what you believe.”

There is one vital question:

What makes you different from another business that does the same kind of activity, maybe cheaper?

YOU.

You make the real difference.

Brand photography: a powerful business tool

Businesses everywhere need to create a brand that clearly communicates why they do what they do. But how do you do that?

You can visually represent your business through brand photography and personal branding. Professional images establish and enhance your brand. They show your character, what it’s like to work with you, and what makes you and your business unique.

Brand photography and personal branding make it easier for customers and future clients to know you and your brand.

Why investing in brand photography?

Investing in professional brand photography can seem an unnecessary expense, but it might be more crucial for growing your business than you think.

Photography is one of the main tools to connect with your audience strategically. It boosts performance, engagement, and sales because people are wired to value images. They especially value beautiful, well-crafted images. You can use stock photos, but studies show that we pay attention to people who look like real people! Eye-tracking research shows that we treat photos of real people as important visual content, and we tend to ignore stock photos and “filler content” images. As a result, not having high-quality photos can be a deal-breaker for your clients. Studies show how investing in branding can make a difference.

How can you use your brand images?

The options are limitless.

You can use your images to improve your online presence on your website, social media (LinkedIn, Instagram, Facebook, Pinterest). Also, in email campaigns, newsletters, and email signatures.

You can also include them in traditional print marketing materials: business cards, brochures, direct mail, sales sheet, flyers, magazines, newspapers. Even in sales pitches or presentations, and press releases.

Numbers don’t lie

Here, some statistics taken from MDVAdvertising and Meero that show how vital brand photography is:

  • People remember only 10% of information three days after hearing it, on average. Adding a picture can improve recall to 65%.
  • Images rank as the most critical content type, ahead of text and video. 68% of marketers say they plan to use images more in the future. Consumers are significantly more likely to think favorably of ads that emphasize photography over ads that emphasize text.
  • Articles with relevant images get 94% more views, on average, compared to articles without images.
  • Images on Facebook receive 20% more engagement than videos and 352% more engagement than links.
  • 60% of consumers say they’re more likely to consider or contact a business with an image show up in local search results.
  • 67% of consumers say that a product image’s quality is “very important” in selecting and purchasing a product.
  • 78% of online shoppers want to see the product as if it’s part of their own daily lives.
  • 50% of online shoppers say, “large, high-quality product images are more important than product information, descriptions, or even reviews.”
  • 90% of online buyers say that photo quality is the most crucial factor in an online sale, according to Etsy and Justuno.
  • Using a larger product photo size on category pages increased sales by 9.46%

In The Effect of Mere Touch on Perceived Ownership, UCLA researchers found that vivid and detailed object imagery increases perceived ownership of the product.

FINAL WORDS

My advice is: use compelling imagery to build your story brand.

Brand photography has the power to tell your story: what your brand is about, what it means to your clients, and why they should care about it. High-quality images build trust and help clients connect to your message.

You can DIY your brand and product photography, but if this isn’t the most effective approach, you can always hire a professional branding photographer.

This article was first published here.

Become a Photographer with Utility Avenue

Posted on by Odette Fernandez

Recently, we shared an article about how to become a dog groomer with Utility Avenue, and it was well-received. This week, we decided to share 8 things you need to become a photographer.

A business requires more than your passion and skills; it also needs equipment, legal documents, and strategies to become profitable. With these 8 must-have things every photographer needs for their business, you can market your services, book more clients, and earn more income.

product photography by Odette PhotoArt
LaBoue Shop, by Odette PhotoArt

8 Must-Have Things Every Photographer Needs for Their Business

Aside from enhancing your shooting skills, you also need to invest in camera gear, a portfolio, as well as editing and storage tools. Additionally, you must have logistical and technical investments such as a marketing plan, branding, payment systems, and legal documents to operate a successful photography business.

Whether you’re a newbie photographer or a seasoned one looking to level up your business, these things can make your business more professional and rewarding.

EDITING SOFTWARE

One of the things that prevent photographers from managing an efficient business is the lack of proper editing software. Photoshoots and post-processing come hand-in-hand, so you need a reliable editing program like Adobe Lightroom.

You can learn how to use presets to adjust your images which helps streamline editing. After that, you can catalog your files for easy exporting.

MARKETING STRATEGY

A marketing strategy can help you create a plan to effectively sell your products and services while also catering to the needs of customers. You can try these ways to step up your marketing plans.

  • Boost online presence: With the pandemic driving more people to go online, you need to expose your work on social media platforms like Facebook, Instagram, Twitter, YouTube, Pinterest, TikTok, and LinkedIn.
  • Connect with circles: One of the most effective ways to market yourself is to showcase your skills to those close to you. They could be your neighbors, officemates, or even a fellow parent at your kid’s school.

SHOOTING EQUIPMENT AND ACCESSORIES 

Every photographer must invest in high-quality camera equipment. While you don’t need the most expensive equipment on the market, it is important that you find gear that is reliable. The last thing you want happening is a piece of gear to stop working while you’re in the middle of a session.

Here’s a list of camera equipment to consider:

  • Camera
  • Lenses
  • Lighting
  • Tripod
  • Chargers and extra batteries
  • Reflectors
  • Camera bag
  • Backdrops

STORAGE DEVICES

Backing up your files is important to ensure the safety of the pictures. If you have an internet connection, you can also use online storage platforms such as Dropbox or Google Drive.

Pro tip: Backup your images to more than one place! Hard drives crash, so don’t let this be the only place you’re storing your RAW files. Consider using both a hard drive and uploading images to the Cloud to have multiple backups available.

PORTFOLIO

If you already have a portfolio, update it using new photographs depending on the market you want to attract. For example, highlight your best product photos if you want to work with families who created a small business in this pandemic.

Suppose you want to collaborate with vendors for intimate wedding ceremonies and birthday parties. You can highlight even your pre-pandemic shots, as long as they show intimate celebrations.

If you’re going to use a website, make sure that visitors can easily access it and navigate your galleries, blogs, and other relevant matters.

BRANDING

Branding is another must-have because it helps build client perception about your photography business. Likewise, it tells people what to expect from your products and services.

The goal is to use branding to distinguish your business from competitors. Hence, it’s essential that your name and logo identify what your business offers. Print and digital collaterals should guide people in understanding your work.

BOOKING AND PAYMENT SYSTEMS

Across the world, 41.8% of people use a digital wallet. About 24.6% prefer credit cards, while only 10.6% use debit cards. With several payment options available, it’s crucial that you keep up with these innovations to provide the best customer service.

LEGAL DOCUMENTS

Making your business legal sets you apart from other businesses. While the process can be time-consuming, putting effort into making your business legal can protect you and your customers. Find time to secure a business license, contracts, and insurance policies.

Conclusion 

Yes, it is a lot of work, but it is so worthwhile.

With your photography skills and operational investments, you can manage a small business legally and systematically. While these may mean shelling out money upfront, these purchases can get your small business growing faster to bring in more clients and money.

And don’t forget to list your services, for FREE, in the Utility Avenue app so you can reach more potential clients.

This article was first published here

Guest blog post by Angela Brown, from Shootproof.

How I Held My Business Together While Fighting Breast Cancer: A Survivor Motivational Story

Posted on by Odette Fernandez
HOW I HELD MY BUSINESS TOGETHER WHILE FIGHTING BREAST CANCER: A Survivor Motivational Story
 
 
by Lee Levy

Breast cancer: the two most feared words in a woman’s life. We hear it all the time. We know women who have gone through it, and we read about it everywhere. One out of eight women will get breast cancer. I was one of them. 
 
My name is Lee Levy, and I am 49 years old. I am a wife, a mom, and a business owner. I run a website design business since 2006, and I love what I do. When I am not designing websites, I am reading, taking Zumba and Bellydance classes, or creating.  
 
In January of 2019, I went for my routine mammogram, as I do since I turned forty. I was always in the best health until that time. That day, the nurse said that they saw “something.” Not exactly the words you want to hear. The nurse must have sensed my horror because she said, “don’t panic yet. It could be anything. We will take a 3D mammogram to be sure.”  My HMO didn’t cover that, so I waited for approval.  
 

3D mammogram

 On January 15th, the 3D mammogram revealed a small “mass.” I have dense breast tissues, so they stated only a biopsy would confirm the diagnosis.
 

Biopsy

 On January 20th, they performed the biopsy: the longest hour of my life. I laid there on that cold table while they pulled tissue samples out of me. After another hour in the waiting room, the most cold-hearted doctor I have ever met said, “I don’t have good news. You have breast cancer.” After a quick, “I’m sorry,” she left the room. The nurse showed more compassion, but I don’t even remember what she told me after the shock.
 
I remember walking to my car and sitting there for an hour crying. I could not even reach my husband as he was out of the country and had terrible reception. It took two days to get the news to him. Those days are foggy. I cried a lot and gently broke the news to my kids, close friends, and other family members. I didn’t know if I was going to live or die. Until I saw my oncologist, I felt like I aged 20 years from worrying. It’s hard to pretend that everything is alright, run a business, and take care of a family.
 
The oncologist experience was another adventure in itself. It took three doctors to get it right.
 

Oncologist # 1

 One week later, I went to the first visit with the oncologist the insurance company referred me to. This doctor was plain awful. No bedside manner, barely answered questions, and only with a short yes or no. My husband said, “there is no way you are going to spend the next year putting your life in THIS doctor’s hands.”
 

Oncologist # 2

 An excellent friend of mine referred me to a top-of-the-line Beverly Hills doctor who had write-ups in magazines worldwide. Of course, she was not on my HMO plan. Her consult price was $1000. My husband said, “Let’s just do it for the sake of the second opinion.” But all she did was look at the previous paperwork and said: “Yes, I AGREE with his diagnosis and procedure.”  WOW, and for that, I paid $1000. I looked at my husband and said, “Strike two- NEXT! What is wrong with these doctors?”
 

Oncologist # 3

 I struck gold, but only after I did my own research. I googled doctors, checked their ratings, and made sure they were on my insurance plan. I found a 5-star doctor who happened to be 60 miles from my home. I thought it was worth it. We drove out for a consult, and this doctor was AMAZING, the complete opposite of what I had experienced. He spent 45 minutes explaining my situation as each cancer diagnosis is different. He recommended a lumpectomy, chemo, and radiation for my stage-two aggressive cancer—the whole 9 yards.  
 
In other words, for the next eight months, I would pretty much be out of commission. But the doctor’s first words were, “The good news is you are only a stage 2, and we caught it on time. You are going to be ok!”. I started crying from relief. After two weeks of not knowing, I finally understood what I was in for. He explained everything in detail. I went home knowing what stage I was, that I would be ok, and what I needed to do. 
 
While I prepped for the lumpectomy, I went through a vast range of emotions. I cried a lot thinking, “Why Me?” and “What did I do to deserve this?”. I consider myself a strong person who can get through anything, but I was not in a good place. I worried about chemo because of the horror stories and side effects. Please, do NOT Google anything about this unless you want to go into class-A depression. My biggest concern was, “how am I going to be able to run my business knowing I will have many tough days ahead of me?”. 
 
It was time to slow down. I informed my clients of my situation. I told them I would be working through the good and the bad, but not respond sometimes. The response was so overwhelming I almost cried. My loyal clients told me they would be patient and wished me the best of luck. I contacted a backup for my two biggest clients to help me out if I could not perform. They appreciated that I took the initiative. Some of them even scheduled around my time.

 

Lumpectomy

A month later, I had the lumpectomy—lots of pain, black and blue marks, and lots of drugs for two weeks. My arm was also in pain because they removed a lymph node, and I could barely keep my eyes or hands on the laptop.
 
I stayed pretty much off of social media because I couldn’t be that person to air out my story and ask for prayers or pity. I couldn’t handle it. Very few people knew, and I wanted to keep it that way.   

Chemo # 1

After I healed, I spent the next six months in chemotherapy. It was the scariest part. After hearing stories about side effects, it messes your mind. The first chemo lasted six hours. They poured bags of clear liquid into my body, the stuff some call the miracle and others call the poison. Many choose the holistic healing path and criticize these healing methods. I decided what was best for me and not gamble with my life.
 
The first two days after the chemo, I felt normal. On days 3-10, I felt like in a coma. I was weak, dizzy, tired all the time, and could not get out of bed. I lost some feeling in my fingers and toes (a neuropathy), which was scary. Also, I had no appetite. Even when I forced myself to eat, food tasted like metal. Everything, from chocolate to rice, to a steak, tasted like I was eating my fork. I was thinking, “At least, I will lose some weight from this.” Little did I know that one of the side effects of the medication I was taking was weight gain. Way to go, not eating AND gaining weight.
 
Ten days later, my hair started falling out. I had a hard time dealing with that. I couldn’t bring myself to even look in the mirror because it was so scary. Yes, women go and get wigs, which helps you feel better outside, but inside I was still a mess.  
 

Chemo # 2

By the second chemo, I knew I had a few good days and a week of bad days, so I tried to schedule work on my good days. It wasn’t easy. The worst part was sitting in that room, hooked up to a device, watching 8-9 other people of all ages, all stages of cancer. Some of them were really fighting for their lives. It was so depressing.
 
I still had six more chemo sessions to go. Something snapped inside my head, and I said to myself, “I am NOT going to let this get me down anymore.”  I knew right then that was the time to start focusing on my business full force. I knew that would keep me busy and happy. I love being a business owner, I love what I do, and I love my clients. 
 

Chemo # 3

cancer survivor

 

I arrived with quite a few bags. Besides my usual meds and my blanket, I brought my laptop and a little black book.  People looked at me like I was crazy. You’d be surprised how many thoughts and notes you can do when you are stuck in the same chair for so many hours.  
 
I reflected on my business over the past few years, the good and the bad. I reflected on what worked and what didn’t. I made lists of things I wanted to start doing, stop doing, or change and make better.
 
I even sat in online networking groups and chatted and with other entrepreneurs. I have always believed you can learn from others, and they can learn from you. I filled up the black book quickly. For the first time in months, I felt excited and had many business goals to look forward to. I was also working on some of my clients’ websites while in chemo.
 
The funniest thing happened. A gentleman sitting next to me was peeking at what I was doing, and when I looked up, he asked me if I was building websites. When I said YES, he said his sister was looking for a web designer. He said he was so impressed by my WORKING while dealing with breast cancer that he HAD to give her my number. That made me laugh.  
 

Chemo # 4-8

Each chemo got worse and worse with my side effects. I could not work much at all. By chemo #8, I had gained even more side effects, so I just gave into them and stayed in bed for the last few weeks.  
 
Once I finished chemo, my oncologist gave me instructions to rest until my strength came back. I got a LOT of sleep in the last month and wasn’t able to function too much. I tried to get on my phone and laptop and do whatever I could to keep my business going. 
 

Radiation

Radiation was a cakewalk compared to chemo: a bit of tiredness and chemo’s side effects. I began working almost 5 hours a day. A few weeks later, my taste buds returned.
 
Little by little, almost everything went back to normal. 
 
Three months later, I was back to work full time.

 
My clients were happy to have me back, and I was so grateful to feel normal again. I got out my little black book and began going through all my notes. I could tell I wasn’t thinking clearly, but I started implementing many of those ideas right away. I had so many plans to take my business and expand into new areas and go full force on specific tasks. One by one, and even today, I am plowing through them, scratching them off as I go. I sometimes wonder if I would have come up with these ideas if not for hours and hours of sitting in the chemo room.
 
I promised myself I would make it my mission to spread awareness about the importance of having REGULAR mammograms.
 
Ladies, you MUST make sure you get regular checkups. I meet so many women who tell me they have never done it because they are scared. It is CRUCIAL to stay on top of your health. If I had waited, my outcome could have been much worse. If it is caught in time, it is totally treatable! I was one of the lucky ones.
 
It takes a horrible thing like this to realize what is essential in life. Now, I try to focus on what is vital in life because sometimes, you don’t get that second chance.
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Utility Avenue’s Spotlight focuses on promoting inspiring businesses every week. For a chance to be featured, read our guidelines  carefully and fill up our questionnaire, or contact us at support@utilityavenue.com with the subject Spotlight.

Spotlight: Karina Dopp Design

Posted on by Odette Fernandez

Karina, from Karina Dopp Design, is our Spotlight this week. She is a photographer and mom to twin boys.

She tells us her story.

jackson-hole-wedding-photographer

What can you tell us about yourself?

I’m a stay-at-home mom to twin boys, I run a wedding photography business out of Jackson Hole, Wy, and I studied marketing at BYU-Idaho.

What were the origins of your business?

I suffered from severe postpartum depression and anxiety after I had my twins and I felt like I lost all purpose in my life. I loved watching Instagram influencers and entrepreneurs so I decided to go back to school for business marketing. One of the classes had us start a business and I had been dabbling in photography so that was my business for the semester. It went really well, so I kept it going and now I’m paying my bills and educating other photographers!

What aspects of your background have helped you the most?

As weird as it sounds, anxiety motivates me to get my work done and serve my clients. Also, my marketing education has helped tremendously in building a niche in a highly saturated market.

What were the main challenges you encountered at the beginning?

Comparing myself to other people was really hard for me. I thought I had to be what everyone else was. It took a while for me to figure out that Clients love people that stick out in the Industry, so I started serving them more than anyone in my area and giving them way more value.

Who was the most supportive of your idea?

Another photographer in my area messaged me and told me to charge more for my services and I couldn’t believe another photographer would do that. She had way better work than me but she made me feel so good. Without her, I would not be confident in the work I’m doing.

Have there been any changes in your business approach after Covid-19?

I started my business right before the pandemic, and honestly, it’s helped me gain a presence. I was able to take on jobs other photographers didn’t have time for and it was super nice!

What makes your offer unique?

To me, service is way more important than the dollar amount. One of my favorite photographers says “I like to like myself after I work with my clients” so even if something happens that isn’t ideal, I like to serve them rather than push a contract or time limit. They like you better that way.

Do you have any other passions?

Being a mom is really beautiful. Sometimes I get mom guilt when I have to work instead of being home with the twins, but then I remember that their relationship with their dad is just as important as mine with them. Plus, time away from them only makes me want to be around them more!

If you could go back in time, what would you do differently?

I would set boundaries for myself. I got burnt out by doing too much business and I wanted to quit. Having a business at home is hard because it’s not easy to give yourself personal time, but I’m way more productive when I have business hours and personal hours.

What challenges do you see ahead?

Reaching my financial goals always gives me anxiety and I shut myself down when I’m not “successful.” In my mind I know I can be successful, but I always have a fear of not achieving my goals.

What future projects does your business have?

Eventually, I want to retire my husband. I love my job and I want it to be able to relieve financial stress from our family and I want my husband to have the time to chase his dreams.

What message would you send to your followers?

My followers know I’m a big believer in setting and achieving realistic goals. I think if they knew that making a plan for your goals can help you accomplish anything that would be the best.

If you were to define your business in one sentence, how would you do it?

I’m a wedding and elopement photographer in Jackson Hole specializing in documenting authentic moments.

 

Karina Dopp Design’s Contact Info

@karinadoppdesigns
www.karinadoppdesigns.com
photosbykdopp@gmail.com

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Utility Avenue’s Spotlight focuses on promoting inspiring businesses every week. For a chance to be interviewed, contact us at support@utilityavenue.com with the subject Spotlight.

Healthy Home, Healthy Business by Tammy Longo 

Posted on by Odette Fernandez

Tammy Longo is a Wellness Coach and helps simplify the use of essential oils for women who want a healthier, non-toxic lifestyle. Tammy has developed a 5 step Simple Essentials System to help women get started and not feel overwhelmed by the process.

Today, she shares it with us.

essential oils

As entrepreneurs, many of us are working from home and focussing on growing our businesses. We can make a few simple changes to feel good about our work surroundings.

Do you ever wonder if the products in your home are safe for you and your family? If you use conventional cleaning sprays, room sprays, or candles, most likely, they have toxic ingredients in them. I had these in my home too, until I discovered that there were safer products out there.

Besides the food we eat, there are two primary sources of toxins: cleaning products and personal care products. Did you know that there are many hazardous chemicals in cleaning products that can affect your health? You can breathe the fumes into your lungs, and the chemicals can get absorbed through your skin, especially your hands.

On average, women use 12 personal care products a day with over 150 ingredients in them. That’s a lot of ingredients that I can’t pronounce! Your skin is your largest organ, and the products you use on your skin gets absorbed quickly into your body. All of these toxins can add up and cause a burden to our bodies.

I believe that we all can benefit from removing toxins from our homes. With so much information out there, most people don’t know where to start. It can be overwhelming and complicated until they find out how easy it is to make these changes. I knew that many of the products I was using were potentially harmful for years, but I kept on saying I’ll get to it, I’ll make changes, and they seemed so expensive!

I honestly didn’t know where to begin. Life gets busy, so I put it on my long to-do list with the hope that I would get to it someday. I learned that pure essential oils could also help me live a toxin-free lifestyle because they have therapeutic benefits. I committed to living toxin-free by making simple swaps as I ran out of products. Now I use essential oils every day, and I can’t imagine my life without them.

If you are ready to make some changes in your home so you can focus on the health of your business, here are three tips:

1. Instead of burning candles, diffuse essential oils like peppermint and wild orange to give yourself a pick me up in the afternoon. Or diffuse lavender and wild orange to reduce some stress after a day of working.

2. Switch out your cleaning spray with a simple mix of water, white vinegar, and essential oils like lemon or wild orange.

3. Ditch the room sprays filled with chemicals and make your own with lemon and lime essential oils.

Challenge yourself and try each one over the next few days!

Tammy Longo’s Contact Info

For a complimentary consult, you can email her at wellnesswithtammylongo@gmail.com or visit her website at

www.wellnesswithtammy.com/free-guide for a free guide on ways to live toxin-free with essential oils.

How My Small Business Saved Me

Posted on by Odette Fernandez

How My Small Business Saved Me

By: Alba Morales

In 2017, I started feeling like I never had. Loneliness, sadness, lots of crying, among other things, were present almost daily. Earlier that same year, I had finally decided to leave my fears behind and open my small business. I researched every little detail and did everything I needed to open my online boutique. That year was supposed to be full of accomplishments.

ideas

Although I tried to make it work, shortly after opening my business, I gave up. Depression and anxiety were preventing me from moving forward. In early 2020, I decided to focus on my business again, and it’s a decision that changed my life. My mental health was way worse than when I first closed my boutique, but I needed something to distract me from my thoughts. Focusing on my business helped me see the light at the end of the tunnel.

Instead of wanting to be in bed and not do anything, I pushed myself to get up and brainstorm ideas. Instead of crying until I ran out of tears, I decided to start working on my website. My boutique was the focus of my time and energy. Although any new business journey is difficult, I was just thankful I could find myself again. The fact that I was motivated made me feel like I had already won this battle.

According to the World Health Organization, more than 264 million people suffer from depression worldwide. Although it is imperative to get professional help, we can find additional ways to cope with our mental health. Focusing on my business helped me keep my mind busy and, ultimately, played a huge role in overcoming my depression. Here are three things I did to help me turn negative thoughts into productivity for my business.

1- Write down daily goals

Small goals are usually more effective because they are easier to achieve. Write down at least one or two things you want to do the next day, no matter how small they are. By doing this consistently, you will accomplish at least 5 to ten goals a week.

2- The Internet is your best friend

There is so much information available online. Take your free time to research everything about your niche, business tips, marketing ideas, social media trends, etc. Then take the time to put into practice what you’ve learned.

3- Be your greatest cheerleader

Although some people or circumstances may discourage you, it is crucial to believe in your business or idea. When you know what you’re capable of, you want to show that to the world. Remember the main goal and keep working hard to get there. Seeing your hard work paying off will keep you motivated.

Alba Morales’ Bio

Alba is the owner of Lady In Pink Boutique, an online boutique that caters to regular and plus-size women. Upon launching her boutique, Alba was featured in Univision and has dressed multiple TV personalities in Puerto Rico, her homeland. Besides working in her boutique, Alba enjoys spending quality time with her son and family, cooking, and live music.

 

Alba Morales’ Contact Info:

IG- @ladyinpinkboutique

FB- @ladyinpinkboutique

Spotlight: Janna Willoughby-Lohr

Posted on by Odette Fernandez

Janna Willoughby-Lohr is in the Spotlight this week.

What can you tell us about yourself?

I am a poet, musician, visual artist and entrepreneur. My company, Papercraft Miracles, specializes in eco-friendly handmade paper art & gifts. We make magical things from paper that bring meaning to people’s lives. I started my business while I was still in college in 2003 and ran it as a side gig for about 12 years.

In 2016, after I had my first son, I quit my full-time job to be at home with him and work on scaling my company and it took off quickly. Since then, I have built a team of skilled artisans and we have done custom projects for major companies such as Twitter.com and Capital One.

I won a $25,000 Ignite Grant for my company in a sharktank-style pitch competition in 2018, and in 2019 I was named 40-Under-40 for Stationery & Gifts from Stationery Trends Magazine.

I am very active in the entrepreneurial leadership space, helping other women to start and grow their own businesses and supporting them through their struggles. I am on the board and chair the membership committee for the National Association of Women Business Owners (NAWBO) Buffalo/Niagara Chapter. I am also a founding member of the Diversity & Inclusion task-force for our chapter, working actively to create a more ethnically and culturally diverse membership and to encourage all women business-owners to be involved in leadership and decision-making for our chapter and beyond.

In addition, I have a podcast called Reach the Stars Podcast which is a collection of conversations with cool people who do cool things. We bring inspiring stories of persistence, passion and purpose as a way to help others feel connected and learn resiliency skills so they can overcome obstacles on the way to their own dreams.

I have been performing poetry and music publicly for over 25 years and have shared stages with a wide range of other performers from 10,000 Maniacs to Beats Antique.

What were the origins of your business?

In my business, Papercraft Miracles, I make magical things out of paper that make a moment unforgettable. I know, first hand, the power of a single moment to change a life forever and I know that receiving one of my Papercraft Miracles has been that moment for thousands of people in the 18 years since I founded this business. But Papercraft Miracles was born out of the ashes of grief and destruction in a moment where I chose to be brave in the face of trauma.

Being brave isn’t surviving the traumatic experience itself; it’s what you do afterward that takes real guts. I never considered myself particularly brave until my junior year of college.

One night, I was sitting on the porch of the dorm, when all of a sudden the wind picked up and all of my hair stood on end. It felt as if the air was charged with electricity and my heart began to race, feeling all this energy. Just then, the sky opened up and it started pouring. I stayed outside for hours, absorbing as much of this energy as I could and eventually, I went to bed. But I was awakened a few hours later by the phone ringing. It was my brother, “Something happened to her…last night…we found her around midnight…she…she didn’t make it.” All of my hair stood on end, just like the night before, and I walked out into the rain.

My mother was a poet and mixed media artist so I grew up surrounded by rubber stamps and manuscripts. By age five, I had already started to write my own poems and make collages–our love of writing, creating and sharing is what brought us so close. But the main thing I remember about my childhood is that my mama never had enough time to create because she was always working one of her many jobs to pay the bills because she was on her own. After she died, I briefly debated dropping out of school but I kept hearing my mother’s voice in my head, “Do it because you can, not because anyone is going to make you!” I knew she’d never forgiven me for quitting school, so after the memorial, I returned to college with a renewed purpose. But just when I thought I had a handle on life, it broke.

I went to bed the night before the spring semester started and I have awoken in the middle of the night again, this time by a fire alarm. I expected it to just be a drill, but instead, I saw one entire corner of our dorm completely engulfed in flames, higher than the tops of the trees. I stood, freezing in the road, watching pieces of the roof turn to ash, pull away and rain down over our heads while we waited for the fire trucks to arrive up the icy mountain roads. Being spiritual, not religious, I prayed to my mother. I said, “Make sure everyone gets out alive.” As soon as I said it, all my hair stood up again.

We watched it burn until the walls groaned and caved in. We watched it burn until it was gone, every last room to the ground. And I was scared. But three days later, I turned to my roommate and blurted out, “All our shit burnt up!” And we were silent for a moment. Then we started laughing. Uncontrollably, like wild animals, we giggled, so engulfed in the unencumbered joy of being alive. That moment just before the laughter was the moment I decided to be brave. If I could survive all of this and somehow come out laughing, I could make it through anything. I still had my life to keep me warm.

So the months that followed the fire were full of relentless rediscovery. I continued to make art for my classes and I found that channeling these experiences and my history into artist books gave me an outlet to share my story with others in a tangible way. It was during that time that I named my business, Papercraft Miracles, because making and sharing this paper art was the miracle that saved me, gave me something to grab onto when I literally had nothing. In the face of all that tragedy, I realized something that altered the course of my life. I saw that a single moment had the power to change your life forever. Standing at this crossroads where I could give up my dream or to seize my future immediately and never, ever, let it go, I chose to be brave and to do it because I could and not because anyone was going to make me.

What aspects of your background have helped you the most?

My childhood was really different from a lot of people’s experiences because my parents were still married to other people when I was born. A situation that could have been disastrous for me, turned out to be an extraordinary way to grow up. Shortly after I was born, both my biological parents got divorced but didn’t get together with each other.

My mother’s husband signed his name on my birth certificate and legally became my father anyway. Two years later, my birth father got remarried and he and his wife came back into my life. I had five parents throughout my life, all of whom had been divorced at least once, so I got to learn so much about just how different people can be.

Not to mention that I lived with three separate families throughout the course of a week. Monday through Friday with my mom and my older brother, Friday night and Saturday with my legal dad and his family, and Saturday night and Sunday with my biological father and his family. I grew up with seven brothers and sisters but I’m technically an only child and somehow, I ended up being the oldest at one house, the middle child at another and the baby at the other.

All of these experiences, living, learning and growing with so many different people, have essentially given me three lives in one. I learned how to adapt to changing situations, how to make a place for myself and also how to be really independent. I have always been the link that ties all of my families together, kind of like a lone traveler going between separate worlds.

What were the main challenges you encountered at the beginning?

There’s something about handling paper that sends me to the moon and brings me back to earth at the same time. In the 18 years since I came up with the idea to start a business making paper and books that make people happy, I have heard a whole lot of “That is CRAZY!” from a whole lot of people. When I first started out, social media didn’t yet exist and neither did e-commerce, but the world was becoming more and more digital every day.

I told people that I wanted to make handmade stationery and journals and my classmates said, “Psssh! No one is going to write in a paper book again! Everyone is going to be on LiveJournal!” And that was the trend for several years as the world of e-vites and e-books came to life. But I just kept on working toward my dream of having this company because I knew that the physicality of writing on paper had a different feel than typing on a screen.

I knew that there was nothing that could take the place of that feeling. As the world of social media and smartphones exploded a few years later, I noticed people becoming more and more disconnected from each other. And with this separation came a deep sadness and a constant need to boost our moods with “likes” and intangible attempts at connection.

It didn’t happen all at once, but at some point, around 2016, people started to trend back towards appreciation of physical connection. It started to be “cool” to have a unique planner or a journal in your bag. People started to realize how special a real handwritten letter can make you feel when it shows up in your mailbox when so much of their communication was so impersonal.

And then the world of weddings took a giant swing back towards fancy paper invitations instead of e-vites. And here I was, still promoting the power of paper to change people’s perspectives on life just like I had quietly been doing for years. None of the negative things anyone ever said to me about creating a business making paper and books ever deterred me from my passion. I knew that nothing could replace the way handling paper makes me feel.

Who was the most supportive of your idea?

I couldn’t be where I am right now without my husband, Bryan. He integrated my dream into our reality and has always been supportive of me pursuing my passions. We purchased a building that used to be a department store in the 1890s. We converted part of the building into my storefront and papermaking studio and we live above it with our two boys.

Whether it was flying to Indiana and driving a truck back full of equipment I bought or putting our kids to bed alone night after night while I am working on growing this business, he’s been there for me. I can’t lie and say it’s all been easy on him or on our relationship, but he knew from day one how important it was to me to share my love of creating with the world. I am so grateful that he agreed to come along for the ride.

Have there been any changes in your business approach after Covid-19?

For sure. Pre-Covid, about 70% of our business came from doing weddings and events. Obviously, the whole wedding and event industry has come to a screeching halt and we were forced to pivot back to our roots of custom gifts pretty much immediately. But I’m glad that we did. It helped me to be reminded of the reason I started this business in the first place– to help people feel connected in tangible ways.

Throughout the pandemic, we have been privileged to create countless special gifts for our clients and their friends and loved ones to help them share things that are often hard to say out loud or that don’t really have words.

What makes your offer unique?

Papercraft Miracles was founded on my love of connecting with people and sharing stories, and making those stories come to life in tangible ways. Our ability to create handmade paper art that conveys a sentiment that is often so hard to capture is what makes us different. We make meaningful and unique gifts that make a moment unforgettable.

Do you have any other passions?

Yes! I have been a poet and musician for most of my life and I love performing on stage as my alter-ego, MC Vendetta. I can’t wait for live music shows to be allowed again so I can get back to my home…on stage with a mic, singing my heart out.

If you could go back in time, what would you do differently?

It’s hard to say for certain that I would change anything because we learn so much from making mistakes. But I would have put more effort into building my email list and social media much earlier than I did and would have been really consistent with it. I think above all else, that would have helped my business grow so much faster earlier.

I probably would also have quit my job before I had children and had the trust in my business to focus on it full-time before I was sort of forced into it by circumstance.

What challenges do you see ahead?

Obviously, the economic climate is very uncertain and who knows exactly how long this pandemic and the aftermath will last. I do see more hard times coming for a lot of people and I am not expecting the wedding and event sector of our business to bounce back full force until well into 2022 or later.

I think that the effects of this pandemic on people’s psyche are going to be hard to overcome quickly and people will need to ease back into feeling comfortable being around each other again once it is deemed safe to do so.

What future projects does your business have?

Right now, we are looking forward to helping more clients with custom projects to help them reach out and stay connected to their clients and loved ones. I would also love to get back into doing more larger-scale art installation work, bringing my paper art to the public in interactive and meaningful ways.

What message would you send to your followers?

I would inspire a movement of interconnectedness. When people see how their lives are directly affected by the action or inaction of others and vice versa, I believe that there is hope for a better world. Our society has developed a “not my problem” attitude. In the words of Denis Leary, “I didn’t break it, it was this way when I found it.” Whether this relates to caring for the environment, improving social programs to lift up those in poverty or directly combating racism and white supremacy, the vast majority of our world chooses to stand back and watch instead of taking action.

That is one thing that I think the global pandemic has helped to bring to light, just how much we all depend on each other to keep this society going. We are literally seeing with our own eyes how our actions can either protect others from spreading this virus, or our inaction can fuel the fire across the globe.

For the first time in my life, I saw people being willing to sacrifice their livelihoods, their homes, their businesses, their mental and physical health and more, for the sake of those who are older, sicker, and weaker. I’ve never seen anything that looked more like love than that. I saw neighbors reaching out to tape gift cards for groceries on the front doors of those who couldn’t afford food. I saw groups on Facebook springing up to share resources with those who needed them.

I saw the artists and crafters working night and day with blisters on their fingers to make masks when our society failed to provide us with the things we needed to survive. Watching people come together in that way gave me hope that we could learn to see how we are all interconnected. When one of us is harmed, we all bleed.

If you were to define your business in one sentence, how would you do it?

We make magical things out of paper that bring meaning to people’s lives.

Contact Info

Instagram: http://www.instagram.com/papercraftmiracles
Facebook: http://www.facebook.com/papercraftmiracles
Email: info@papercraftmiracles.com
Website: www.papercraftmiracles.com
Podcast: www.papercraftmiracles.com/reachthestarspodcast

Here is a video of my story: https://www.youtube.com/watch?v=j0sALbxGlSA

And here is a link to a recent article about me that was published by Authority Magazine on Medium.com: https://medium.com/authority-magazine/janna-willoughby-lohr-of-papercraft-miracles-they-told-me-it-was-impossible-and-i-did-it-anyway-4f4d0e526c30?_branch_match_id=624647126999404067&_nonce=n5u6ZNgh&source=social.linkedin
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Utility Avenue’s Spotlight focuses on promoting inspiring businesses every week. For a chance to be interviewed, contact us at support@utilityavenue.com with the subject Spotlight.

Spotlight: Julie Traxler

Posted on by Odette Fernandez

Julie Traxler is in the Spotlight this week.

What can you tell us about yourself?

I’m goal-oriented, self-competitive, and love to take on big challenges. I’m not afraid to fail, though I DO NOT LIKE IT! My background is in Mergers & Acquisitions, focused primarily on small businesses. I grew up in a small business family, so I understand the stress, long hours and fear that comes with owning a small business. I also understand the joys, successes, and satisfaction.
Corey – I’m analytical, love numbers and facts. I enjoy doing back-office work on systems and processes, and the role that plays in a successful business. I also grew up in a small business family and learned how hard it can be to own your own small business. I have a background in restaurants, having owned several and having played every role imaginable. I’m not afraid of hard work and enjoy solving problems for our clients.

What were the origins of your business?

The origin story of SB PACE is one that we are particularly proud of. Both of us were doing independent consulting, and our contracts were wrapping up in mid to late March. We watched as the opportunities available started to disappear. We both had some money in savings, so we decided to take a little time to call on family and friends who are small business owners and see if they needed any support. How were they doing financially, what did they need. There was so much uncertainty and we wanted to see how we could help. They started telling other people in their network about us, and from that, our business was born. We realized there was a value in what we were doing and that people needed us.

What aspects of your background have helped you the most?

Growing up in small business families was a great start. And most of the work we had done previously in our careers was centered around small businesses, so that has given us a real advantage. On a more personal side, doing hard things has been a big help for both of us. Putting ourselves in situations over the past 3 or 4 years where we were challenging ourselves (usually on a physical level) has helped to develop our resiliency and that’s given us so much in terms of pushing forward even in difficult situations.

What were the main challenges you encountered at the beginning?

We had this notion of “if we build it, they will come” and that couldn’t be further from the truth. People have to know you exist, and they have to trust what you do. And most importantly, they need to like you. Once we officially launched SB PACE, it took us months to learn how to market in a meaningful and authentic way. There was so much we didn’t know and learning it was a process.

Who was the most supportive of your idea?

Support is a strange thing. I think a lot of people view “support” as giving money or doing something that’s time-consuming, when in fact support can be so easy. “How’s it going?” or sharing a post. Giving your business name to someone who needs help, writing a review, following on social. Things that don’t cost anything and don’t take any money. Those are the things that a lot of people don’t understand. For us, in many ways, people that we didn’t know well, in the beginning, have been the most supportive. We’re lucky with some family members (for both of us) who have been great about asking, following, sharing, and checking in.

Have there been any changes in your business approach after Covid-19?

Our business started as a result of Covid-19.

What makes your offer unique?

After spending many years working in corporate America, we have a philosophy about how we do work. We both left working for big companies (whether as full time employees or as consultants) because we found that adding value wasn’t the top priority, selling services was. As a result, we don’t sell our clients things they don’t need. We personalize the experience and get to know what your problems are before we even make a proposal. We want to understand deeply what’s happening, and all of that is done on our dime. We’ve worked with coaches before who have spent 5 or more sessions getting to know us, sessions we paid for. We don’t do that. We maximize value. We are deeply passionate about small businesses, and we find creative ways to make things work.

Do you have any other passions?

Nature. Hiking. Running. Biking. A little gambling, if we’re being honest. Anything that takes us away from our laptops for a day or a few hours is something we’re probably going to be up for. Corey is an exceptional cook, and he enjoys spending time mixing up recipes. Julie loves to read and learn new skills – that may or may not ever be needed.

If you could go back in time, what would you do differently?

I don’t know that we’d do anything differently. There’s so much value in the lessons, and we’ve learned some great lessons. We’ve met extraordinary people, and we’ve had a lot of fun along the way. It’s been really challenging at times, but those challenges are going to be looked back at fondly in the coming years.

What challenges do you see ahead?

Most of the challenges we see are related to the uncertainty of the world. Nobody has been impacted more this past year than small business owners. You see big box stores able to stay open, while small business owners are being told to shut their doors. We don’t know what’s coming next, and helping small business owners to make plans and pivots is going to be critical.

What future projects does your business have?

As we write this we are getting ready to do our 2021 strategic planning. We’ll be working on some new projects in the coming year, as well as some collaborations with other small business owners. I see us getting more deliberate in the services we offer, perhaps doing a little more coaching, but focusing overall on helping small business owners go from working in their business to working on their business. We’ll also (hopefully) help A LOT of people open up new small businesses.

What message would you send to your followers?

Just start, and have a plan. And we’d say “if you’re too busy to work with us, that is the single biggest sign that you need to work with us”. So many small business owners don’t know how to transition from working IN to working ON – and that’s something we specialize in.

If you were to define your business in one sentence, how would you do it?

SB PACE is focused on helping small business owners be the most successful business owners possible.

Contact Info

www.sbpace.com
www.instagram.com/sb.pace
www.instagram.com/bizquik.podcast
www.twitter.com/bizquikpodcast
www.twitter.com/sb_pace
www.facebook.com/ – SB PACE
www.linkedin.com/sbpace

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Utility Avenue’s Spotlight focuses on promoting inspiring businesses every week. For a chance to be interviewed, contact us at support@utilityavenue.com with the subject Spotlight.