S1 E4: The One with the Business Game Plan: Ads, Pricing & Photo Biz Wisdom with Andrew Hellmich

In this episode of The One Behind the Lens, Kate chats with Andrew Hellmich. Wedding and portrait photographer, host of the #1 photography business podcast PhotoBizX, and a go-to expert for marketing, pricing, and business growth. With over 20 years of experience, Andrew shares actionable insights on running effective Facebook ads, building sustainable pricing models, and what truly makes a photography business thrive. Whether you're just starting out or ready to scale, this conversation is packed with smart strategies and real-talk wisdom.

Guest: Andrew Hellmich

Host: Kate DeCoste

Episode Length: 45 mins

Air Date: August 2025

⏱️ Timestamps + Episode Highlights

[0:00] Kate welcomes Andrew to the show Andrew shares how it feels to be on the other side of the mic (for once!) and reflects on what makes a great interview.

[2:10] The surprising reason Andrew got into photography Hint: it had nothing to do with weddings—and everything to do with fishing magazines.

[5:20] “Cheap guy syndrome” and raising rates Andrew shares how being known as the budget photographer nearly broke his business—and how niching changed everything.

[11:15] The biggest mistake photographers make in their first 5 years Trying to serve everyone (and pleasing no one).

[13:45] The truth about niching It’s not about style—it’s about knowing your client.

[16:30] Real talk on pricing and profit margins “If you’re not making money, it’s a hobby.”

[20:05] The difference between a business owner and a photographer who just takes pictures Spoiler: one has systems, the other has burnout.

[24:40] The mindset shift that changed everything Why Andrew stopped chasing “more” and started designing for enough.

[30:00] Marketing tips that actually work Why you don’t need more inquiries—you need better conversions.

[37:10] What Andrew wishes he knew earlier The importance of setting boundaries, expectations, and automating early.

[41:20] Final advice from Andrew Simple, powerful, and so worth writing down.

🔥 Quotable Moments

“It’s not about getting more inquiries. It’s about converting the ones you already have.” —Andrew Hellmich

“If you’ve been doing this for a few years and still feel like you’re just spinning your wheels, it’s time to get honest about your systems—or lack of them.” —Kate DeCoste

“You’re not too expensive. You just haven’t told the story of your value yet.” —Andrew Hellmich

📎 Resources + Links

If you loved this episode and want more like it, share it with a fellow photog, leave a review, or tag Kate on Instagram @katedecoste.

And don't forget, every episode comes with a free, actionable resource to help you build your business better. Check the show notes!