The Quiet Warrior Podcast with Serena Low

58. Revolutionizing Brand Photography for Entrepreneurs with Yulia Gladysheva

• Serena Low, Introvert Coach for Quiet Achievers and Quiet Warriors

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Episode Summary: 

Our guest is Yulia Gladysheva, a former documentary photographer who has pioneered a unique approach to brand photography. Yulia shares her journey from taking authentic, unstaged photos to creating persuasive photography tailored specifically for entrepreneurs. Her innovative method empowers business owners to take control of their visual storytelling to create impactful images themselves - without ever having to step into a studio or pose awkwardly.

Key Takeaways:

  • The Origin of Persuasive Photography: Yulia's transition from traditional documentary photography to working with entrepreneurs.  
  • Understanding Sales Psychology: Yulia emphasizes the importance of integrating sales psychology into brand photography, and that images need to be strategically aligned with marketing goals for business success.
  • Empowering Entrepreneurs: Yulia shares the breakthrough moment when she guided a client's son to take professional-level photos remotely during the lockdown, leading her to develop a system where entrepreneurs can create their own brand images with her guidance.
  • Visual Storytelling: Yulia explains how her clients learn to use their images as part of a consistent visual story across all social media platforms, helping them build trust and connect more deeply with their audience.
  • Strategy Over Randomness: Instead of random social media posts, Yulia advocates for a strategic approach where each image serves to build a cohesive narrative that showcases the transformation entrepreneurs offer to their clients.

Memorable Quotes:

  • "It’s not just about taking pictures; it’s about telling a story that reflects who you are and what you offer."
  • "Entrepreneurs can create their own compelling, authentic images with the right guidance—it's all about breaking the myth that only photographers can do it."

Call to Action: 

Follow Yulia Gladysheva on Instagram and on her website to see her work and learn more about how you can transform your brand’s visual presence by using photos that reflect your natural, authentic self in your favourite surroundings. 

Special Offer for Listeners!

Sign up for the Visual DIY course with 7% off using the code INTROVERT. This offer will last till  October 15th.

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This episode was edited by Aura House Productions

Speaker 1:

Hi, I'm Serena Loh. If you're used to hearing that introverts are shy, anxious, antisocial and lack good communication and leadership skills, then this podcast is for you. You're about to fall in love with the calm, introspective and profound person that you are. Discover what's fun, unique and powerful about being an introvert, and how to make the elegant transition from quiet achiever to quiet warrior in your life and work anytime you want, in more ways than you imagined possible. Welcome, welcome to the Quiet Warrior podcast. If you're like me, you probably take selfies and videos as you go about your day, especially on special occasions, and then share them with your friends on your socials. But did you know that if you're a creative or an entrepreneur trying to build an online presence, there is a way to share those selfies and videos that helps people get to know you and decide to connect with you? Today's special guest will be helping us explore how best to use those images to elevate your online presence. So grab your copper and join us. Welcome, yulia Gladysheva, to the Quiet Warrior podcast.

Speaker 2:

Thank you, sienna, thank you for having me.

Speaker 1:

Yulia, I love your story. Can you tell us more about what you do and how you came up with this idea of persuasive photography?

Speaker 2:

so it started from the point when I was interested in taking pictures and I'm a former documentary photographer, so I usually took authentic pictures of families and weddings so just real pictures, without staging, posing anything and at some point I just felt bored from doing it and they wanted to do something more useful for people and I thought about taking pictures for entrepreneurs. Because they have social media, they need images all the time to promote their business offers, everything and at that point branding photography was a big trend. So I was like, okay, I will try. So I finished a program really good information about what exactly entrepreneurs need and the main idea was to create photo content for entrepreneurs for the next three months, three or four months. So you have to think about what they need in terms of their business, help them create stories and deliver them a certain amount of images that they will be able to use for the next three, four months, and then you will repeat for the session again. So I was like that's great, let's uh do it so.

Speaker 2:

But when I started doing it, actually, I realized that my clients don't use a lot of images from what I delivered them, and usually it's maximum 10. So I couldn't understand, because I put all the knowledge into this work but I see it doesn't work for them and it made me feel not fulfilled, because I put a lot of energy into it and I want them to be satisfied and they liked the images but they just couldn't use them. So and at some point I started learning sales psychology. So I understood what is missing in branding photography, because photographers are artists right, they cannot be responsible for your marketing. So first it starts in your way from entrepreneurs. They need to understand how they want to use images, why they want to use images and be a leader actually in all these photo shoots, but usually it's not happening. So I understood I need to bring sales psychology in this case into images to help entrepreneurs. And again I did it. I started doing photo shoots and again my clients used just maximum 10 images.

Speaker 2:

So I didn't know what to do and it just happened, with all these lockdowns, that I couldn't finish work with my client because we needed to do another photo shoot with her. I already knew her environment, her house, everything I needed, what we, I knew what we needed to finish. I just couldn't get to you place. So I was like, okay, what are you going to do. I called her and asked her son to take pictures of her. I gave him all the guidance where to stand, how to take pictures, and in five minutes we received great pictures, exactly what she needs, and she used them for website.

Speaker 2:

So when they was like, okay, this is the missing point. The last missing point entrepreneurs need to do it themselves. You cannot feed everything what you do for your business in order to reflect how you can help people into one hour of photoshoot. It's just not possible. And this is where I understood I need to get rid of control, because I wanted to take pictures by myself, always with my camera and everything, but here for me, it was more important to help people in order instead of doing, instead of being selfish and doing doing what I really want to do. And this is how I basically changed the whole idea of photography. And it was scary because nobody did it before. So to tell people you know, you can do actually pictures yourself. People look at me like I'm crazy, but I totally knew they are able to do it. I just need to give them a certain guidance, put it in order and that's it. And this is how it all started.

Speaker 1:

That is such a different and very refreshing perspective of brand photography that I've never heard of where, instead of the photographer telling the client where to stand and how to tilt your head and how to angle your body, you're telling them to do it themselves, but with guidance. And I love the part where you said it was also about you learning to give up control. Part where you said it was also about you learning to give up control, because, as the photographer, as the person who wants the best possible outcome for your client, you want them to look good, but you are also the expert, so you have all the knowledge, and the client is usually the person that does what you tell them to do. They will stand where you tell them, they will adjust their body posture accordingly, but then for you to give up that control and give them total freedom but also give them some guidance as to what to do, that is a very unique way of doing photography.

Speaker 2:

Yes, and it took some strength for me to go on this path because some people just didn't believe in it. So I just needed to try and see how it will go. Especially, I already had this experience with my client where she received images that she wanted just with the help of your son, and actually many of my clients they use the help of their kids because it's easy to ask them to take pictures. So this is how it's easy that kids can take your pictures. But other part of my clients they just use a tripod and the same thing and get great pictures. So it's not that difficult. It's just our story in our mind. We just decided that we're gonna do it. Only photographers can do it.

Speaker 2:

But basically what I learned in all these 25 years, I put into like a small box and gave it to my clients and in a week they can create absolutely great images. They do not need to create a masterpiece, right. So we are talking about it. We are talking about creating great, compelling, authentic images that reflect the experience, right? This is what we need to do, not just showing our selfies, right. We need to show what we are selling, right, if it's product or service. We sell a better life, and this is what we want to reflect in our images.

Speaker 1:

I've seen some of your images, Yulia, as I follow you on Instagram, and I've also seen some of what your clients have shared and the difference. Can you explain the difference, the before and the after? Usually, when I look at somebody's Instagram feed, you know, you see all those little squares, the tiles, and sometimes there is a consistency across them because they stick to their brand colors, their fonts, the way they lay out their information. But most people's feed is usually like oh, today I'm having coffee with my friend, Another day I'm going for a walk with my dog Another day. It's all quite random. So how do you? What is the transformation of the before and the after? What's the difference when people look at the feed?

Speaker 2:

The difference that my clients use images as visual storytelling. So it's not just random pictures, it's like pictures that tell the story across all their social media platforms. So the whole idea here. People sometimes think if I will learn how to take pictures, okay, everything will be great and I can do it myself. But here's another point you have to have a strategy, because if you do not have strategy, you will not have ideas of what kind of pictures to take. And the transformation that we see on my clients' feeds is they have a strategy.

Speaker 2:

We identified stories with my clients and they take pictures around these stories. So what are these stories? Usually, these stories, of course, they reflect the transformation that they promised to their clients, so into the vision of who they want to be, by sharing their own experience. So they are like an example. Look, this is what you can have when you work with me. So, and this is you can see in all their social media feed. So it's like one story, because with one image you cannot just unfold everything what you need, right? So it's just every single image. Build this story of what is possible when people walk with you.

Speaker 1:

Wow. So it's not about taking random selfies as you go about your day and then posting them and hoping people will notice. You need a strategy, first so that you know what pictures to take, and then your story pulls all these images together in a certain way that I suppose they evoke some kind of emotion when a person looks at the feed of this person who has this story, and they, without knowing it, they just respond to those images. Is that what you're saying?

Speaker 2:

yeah, absolutely, because here's an element of self-psychology. The thing is that our subconscious reads visuals first, so it gives us an opportunity to start communicating with people before they start reading or watching your content.

Speaker 1:

So this is where the power of the images Does this mean that people who are entrepreneurs or creatives trying to build an online presence and they also want their work to be validated in a way by an external, let's say an organization or in some way accredited? Does that mean there's no more use for brand photography in the usual studio setting?

Speaker 2:

You know some of my clients they do, anyway, photo sessions in the studio and you know why it could be helpful. So you can use these portraits that's, which are done by professional photographers, for announcements right for profile pictures, because it's not just the story of you what you are doing, it also showing your business. So we need to show social proof, we need to show that your businesses are working. With announcements, for example, okay, in a week we are going to have a workshop, or in a month I'm going to have a program, so these announcements require having a good portrait. So it really helps.

Speaker 2:

I usually work with my clients to usually help them basically create all these templates, and for these templates we need a good portrait. Still, we can do it by ourselves, but if you want, you can use the help of photographers and get these portraits, because basically this is what you get when you work with photographers. Most of the time it's just portraits in different studio or maybe outside, something like this, but it's a portrait portrait. They're still helpful. We just need to find the balance between it so we show our business from different perspectives.

Speaker 1:

Got it. So you have the standard corporate headshot that you take in the studio and that's useful for all the formal corporate things and sometimes you need to submit your bio or press release or something and you need a proper photograph for that. And then you also have your persuasive photography images, which are useful because people are curious, they like to know the person behind that headshot, they like to know the more human side of the person, get to know them a bit better, whether we go on their Instagram or their Facebook and we scroll and we look at the images and then we get a certain picture inside ourselves and, oh, do I want to reach out to this person? Or maybe I don't want to reach out to this person? So you're saying that because we respond visually, to visual cues, then that helps us make an informed decision.

Speaker 2:

Right, because these images help us to build connection with people right and relationships, because we want to do things with people who are like us. Again, it's a part of self-psychology. That's why we need to show who we are right, so people can identify with us somehow.

Speaker 1:

That makes a lot of sense. My thoughts, though I'm really curious to know what do you think about introverts who are also entrepreneurs? Sometimes they can be a bit reluctant to show up on social media. They may get very nervous going on camera or speaking, making a video. They don't like how they sound or they don't like how they look. How do you work with that?

Speaker 2:

Okay, I totally understand what you're talking about right now, because I feel a little bit nervous even right now. So again on your podcast. I'm a classic introvert as well.

Speaker 2:

I see that the problem is that we approach showing up like entertaining someone. We take so much pressure right away on our shoulders at least what I think about it. But it could be in a different way. We don't need to entertain people if we talk about photography. So if it's a photo shoot, right, yes, we need to go somewhere, we need to pose, we need to fabricate. It feels like we need to create content to entertain someone.

Speaker 2:

But if you use my approach, when you take authentic pictures by yourself in your own environment, when you're surrounded by your loved ones, it feels relaxed and you do not need to entertain anyone. What you are doing is you are sharing experience, and we want to share experience because we have knowledge, we have some wisdom, we have a message, we want to help people. So that's why we need to share it. But it could be just in a way that works for introverts, in a way that works for introverts. And this is exactly the way, because I never did any photo shoots in my life of myself.

Speaker 2:

I always was behind the camera. I found like a safe spot hiding, but I never was in front of the camera because I couldn't find a photographer like me. It gives me a safe space and anyway. So and I started showing up only when I started taking pictures of myself, and here in the Soto Cay it's actually way easier. I just need to do what I love to do, which makes me feel relaxed and true to myself, and that's it, and I just need to document it you've made it sound so simple, when you know, normally when I go into a photo shoot I'm a little bit on edge.

Speaker 1:

It's like I'm about to perform. And what if I don't perform well, and then the photos look really terrible or I have to do them again, and then I have to do them again and by the time I've got them perfect, I'm so tired, my face is so tired. I can't smile properly anymore. It just feels really staged and I don't have the energy to project that same enthusiasm as when I first entered the studio. So how does one find the energy as an introvert to capture our most authentic self?

Speaker 2:

Yeah. So the secret is and I always tell my clients that you take pictures only when you want to take them, when you feel like you want to take pictures, because if it's a photo shoot, it's already scheduled, doesn't matter how you feel have to go right. But here it's. Sometimes I don't take pictures, say, for example, for a week, but because I have already the library of the pictures, I just can take something from there and they can use it. And I really take pictures when I'm in the mood, when there is nice weather outside and bright in my place. So there is no pressure. And you know, the thing is, if it didn't work for some reason, not a big deal, you will make it. You will do it next time, right, because it doesn't affect anyone. So you do not pain everyone for this, right? It's just you and the camera didn't work. Okay, we will do next time. But the thing is again, my approach is so easy. There is no way it will not work. So it's like I guarantee.

Speaker 2:

Here is a more difficult part to find the time when you want to do it, but again, I can make you excited about it and you will want to do it. It's just you need to start. You will see how actually it is and you will see yourself. It's like you know, I often tell my clients I introduce you to you because the way we are going to take pictures like you never did it before, because, again, most of us, we are moms, we are busy with our daily life. We take pictures of our kids. We are never in the frame, right, the only one time when we are in the frame if we hire a person who will take our pictures, but it's not in the house. So that's why, when it's in your own environment, you do what you love with your people and suddenly you see, oh my god, I'm such a cool mom, oh, my god, I'm such a great friend, because it's so eye-opening and it excites you to take more pictures and it excites you to take more pictures.

Speaker 1:

I love that. So the secret is to take pictures when you feel you want to. That means the energy is right, the setting is right, the lighting is favorable and you just feel that you know I want to capture this moment. And this becomes part of your library of photos. You say so. I heard you mention three, having like a library of 300 to 400 photos, like. So you're building it up as you go in your daily life and so you always have this library to go back to when you need to pick something and make a post. Is that right? So you're not like randomly looking for oh now, now I've got to create something to go with this, these words that I want to share.

Speaker 2:

You're actually picking from something you already have yeah, because if you start creating pictures exactly because you just throw the copy, it will never work right. Because, again, if you are talking about, let's say how great to take time for yourself and go outside, something in this direction, so what? You get ready to go outside to take pictures, but you do not want to do it, right? So the whole idea is, again, this is what I teach my clients you take pictures when you want, when you feel, when you want to share something, and you collect these pictures in your library. You do not take it because of the copy that is on your table right now. And then, because you have a strategy, always all these pictures that are in your library will work perfectly for any copy that you will write in the future, because if you are sharing your experience on the paper or in a copy, right, you do the same with the pictures. You are sharing your experience, but in the pictures, so you always will find something to match your copy.

Speaker 1:

That is so interesting because what I've been doing is the complete opposite. I will be sitting in this nice cafe and admiring the latte art of my coffee and then I have to find the words to go with it. So what you're saying is you take the pictures first. Take them when your energy is right, when you feel like it, when you're in the best mood, because then that captures the certain spirit or the essence of yourself on a happy day, a really good day, and people can sense that energy by looking at the photo. And then you create the copy later. So you are doing the work in advance.

Speaker 2:

Yeah, there are two ways. Either you can go to your library and look at your pictures and it's like oh, actually I can write about this, right. Or you have your ideas, you write your copy and then you go to your library and check which one image will work perfectly with your copy.

Speaker 1:

So, either way, whichever direction you go, you have the resources that you need in the moment. You're not running out trying to take a picture perfectly in the right circumstances.

Speaker 1:

You've already done that part, yeah, and now it's about matching yeah, and now it's about matching right so the key is to start with a strategy, so that you have a coherent story that runs through all your images, and your images are taken in a very intentional way, with the right spirit and you're feeling good, and so that good vibes are captured inside all your images. So when you build that kind of a library up, it becomes easy to find something, because that's already a reflection of the best side of you. That's the part of you that you want to share with other people. Right, yes, exactly that is amazing. Now how can people connect with you and find out more about your work, yulia?

Speaker 2:

First, I have my website. It's persuasivephotographycom. Persuasivephotographycom. And also you can find me on Instagram, which is juliagladeshova, and the same for Facebook, I guess you know.

Speaker 1:

share the link, because my last name is not that easy to write yes, we'll certainly post all the links there the website, your instagram, your facebook in the show notes so you can look julia up and get to know what actually persuasive photography can do if you are creating or you want to boost your online presence and connect to potential clients and a new community in a new way. So if you found this episode useful, I invite you to take 30 seconds to rate and review it so more introverts can get access to the wisdom from our guests like Yulia. So, yulia, thank you for joining me on the Quiet Warrior podcast today. We've learned so much from you about how to use images in a more persuasive way that feels authentic and natural for an introverted person, and we'll see you on the next episode. Thank you. I'm so grateful that you're here today.

Speaker 1:

If you found this content valuable, please share it on your social media channels and subscribe to the show on your favorite listening platform. Together, we can help more introverts thrive. To receive more uplifting content like this, connect with me on Instagram at Serena Lo Quiet Warrior Coach. Thank you for sharing your time and your energy with me. See you on the next episode.