36. What They Didn’t Teach You in Film & Photography School: Building a Thriving Career Behind the Lens
Most creatives struggle with building momentum and finding consistent work. As an executive producer and business mentor, Lisa shares a simple yet powerful three-step strategy to help you stay in demand and take control of your career. Alongside host Marshal Chupa, Lisa dives into essential topics like setting measurable goals, creating systems to predict revenue, and confidently pricing your services.
With her extensive experience as a photographer, producer, and executive producer, Lisa knows firsthand the challenges creatives face—and she delivers practical solutions to stand out in a competitive industry.
Key Topics Discussed:
Positioning is everything: Your work gets you in the room, but your energy, confidence, and authority seal the deal.
Marketing that works: Cold outreach shouldn’t just be about sending your portfolio—it’s about adding value, building relationships, and staying top of mind.
Numbers don’t lie: Track your outreach and financial goals so you know exactly what’s working and where you need to adjust.
Mindset matters: Detach from outcomes, lean into the value you bring, and trust that consistency will create long-term success.
Charge what you’re worth: Compete on value, not price. Position yourself for high-paying clients who respect your expertise.
Episode Highlights
02:06 Lisa’s Journey in the Industry
03:50 Balancing Career and Family
06:22 Standing Out in a Competitive Industry
10:12 Effective Client Outreach & Avoiding Ghosting
18:45 Mindset & Self-Worth in the Creative Industry
26:00 Creating Structure in an Unpredictable Career
40:12 Pricing & Competing on Value vs. Price
54:12 Financial Management for Creatives
01:09:49 Final Thoughts and Where to Find Lisa
🔗 CONNECT WITH Lisa Shires
📸 Instagram | @lisamarieshires
💻 Website | https://lisamarieshires.com/
🎥Beyond 6 Figures Coaching Program| https://lisamarieshires.com/beyond
🔗 CONNECT WITH MARSHAL
📸 Instagram | www.instagram.com/marshalchupa
💻 Website | www.marshalchupa.com
👥 Linkedin | www.linkedin.com/in/marshal-chupa-99a7921a8
📄 SHOW NOTES & TRANSCRIPT
Visit the website for the transcript and highlights from the conversation - www.shotlistpodcast.com
🎙 ABOUT THE PODCAST
This podcast is all about helping emerging cinematographers, photographers, and directors navigate the challenges of making a life and a living behind the lens. From workflow to personal growth, creative vision to marketing, finances to production—every episode is packed with a wide range of topics to support visual storytellers in their pursuit of building a business and growing a career they are proud of.
🎧 LISTEN FOR FREE Apple Podcasts | https://podcasts.apple.com/ca/podcast/shotlist/id1645435800 Spotify | https://open.spotify.com/show/3m5203Y5yQ7wNXQhZBOmNV?si=f46bc0e937bf40c1 RSS | https://anchor.fm/s/5cb2e948/podcast/rss
🙏 LEAVE A REVIEW
If you enjoyed listening to the podcast, I’d love for you to leave a 5-star review on the bottom of Apple Podcasts to help others discover the show 👊 https://podcasts.apple.com/ph/podcast/shotlist/id1645435800
📱 GET IN TOUCH
You can also drop me a DM instagram @marshalchupa or email marshal@marshalchupa.com
Transcript
[00:00] Investing in Your Mindset
Lisamarie Shires: The best investment decision anyone can make—whether you're in production, a creative field, or any industry—is investing in your brain first. That’s where everything originates, whether in your life or your business.
[00:22] Introduction
Host: Hello and welcome to another episode of Shotlist Podcast, where we talk about making a life and a living behind the lens. I’m cinematographer and photographer Marshall Chupa, and today I’m speaking with executive producer and business mentor Lisa Marie Shires.
In this episode, Lisa shares insights on:
What film and photography school didn’t teach you about building a successful career.
A simple three-step strategy to create momentum and generate more work.
How to set measurable metrics for success and predict revenue targets.
The importance of knowing your worth, pricing with confidence, and positioning yourself uniquely in the industry.
Lisa’s extensive background in production and business development makes her uniquely qualified to discuss these topics. Let’s dive in.
[01:42] Lisa’s Journey in the Industry
Host: Lisa, thanks so much for coming on the show. Excited to have you here.
Lisa: Thanks for having me! I’m excited to be here.
Host: Before we get into everything they didn’t teach you in film school, let’s talk about your career journey. How did you get into production and business mentorship?
Lisa: I’ve been in the industry for nearly two decades, and my path, like many filmmakers and photographers, was unconventional. I started as a photographer shooting editorial and commercial lifestyle content. About three years into freelancing, I transitioned into producing, which blended my creative and business background perfectly.
From there, I worked in boutique production companies, launched my own production company, and worked in-house at ad agencies and creative production firms. Over time, I moved from hands-on production into executive producing, where I managed teams producing commercials and content globally.
[03:50] Balancing Career and Family
Host: You’ve worn many hats in the industry. How has that evolved with your personal life, especially as a mother?
Lisa: Motherhood played a big role in my career trajectory. Having three kids under ten forced me to make intentional choices in my career. It also reinforced my passion for mentoring and coaching. I was always the person others came to for advice—whether about business or creative direction. A few years ago, I formalized that role by becoming a certified coach.
[06:22] Standing Out in a Competitive Industry
Host: Getting hired as a creative is tough. Clients have so many options. How can filmmakers and photographers stand out in a crowded market?
Lisa: There’s a lot of competition, but here’s the truth: your work alone isn’t enough to get you hired. Many portfolios and reels look similar. The differentiator is you—your personality, how you think, and how you approach relationships. Clients buy into you before they buy your work.
To stand out:
Show confidence in your expertise.
Engage in conversations that add value to potential clients.
Build relationships before there’s an opportunity on the table.
Present yourself as a partner, not just a service provider.
[10:21] Effective Client Outreach & Avoiding Ghosting
Host: A common frustration among freelancers is sending emails and getting ghosted. What’s the best way to reach out and create pre-sale momentum?Lisa: Outreach should focus on value, not just asking for work. Instead of sending a generic “Here’s my reel, would love to work with you” email, try:
Commenting on recent work they’ve done and sharing what you loved about it.
Offering insights on trends and how they apply to their projects.
Sharing new work with relevant case studies and metrics.
Also, detach from the outcome. Rejections and non-responses don’t define your worth.
[18:45] Mindset & Self-Worth in the Creative Industry
Host: Many creatives struggle with self-worth and undervaluing their work. How can they build confidence in their value?
Lisa: The key is detachment from the outcome and stacking evidence that supports your worth. Three strategies:
Decide that an unfavorable outcome means nothing about your talent.
Reframe every experience as valuable, regardless of the result.
Recognize that uncertainty means potential, not failure.
[26:00] Creating Structure in an Unpredictable Career
Host: The freelance life comes with long stretches between jobs. How can creatives create consistency in their workflow?
Lisa: Structure comes from understanding your numbers and consistently building relationships:
Identify how much you need to make annually and break it down into monthly revenue targets.
Reverse-engineer how many jobs, days, and clients that requires.
Track outreach and follow-ups in a simple system—whether a CRM or a spreadsheet.
Show up daily: networking, marketing, and building relationships should be non-negotiable.
[40:12] Pricing & Competing on Value vs. Price
Host: Pricing is a major challenge for creatives. How can they confidently charge what they’re worth?
Lisa: The difference between struggling and thriving creatives is competing on value, not price. Those who negotiate on price race to the bottom. Those who position themselves on value attract high-quality clients who don’t question rates.
To price confidently:
Know your financial needs and set a freedom number.
Position yourself to attract high-budget clients, not low-budget negotiators.
Only lower rates strategically—when it’s a high-value investment in your portfolio or relationship.
[54:12] Financial Management for Creatives
Host: Are there any systems or tools creatives should use to manage finances better?
Lisa: The Profit First method is a game-changer. Allocate income into different accounts:
30% for taxes (in a high-yield savings account).
Operating expenses (covering overhead and future investments).
Personal salary—pay yourself first!
Also, use tools like QuickBooks or Wave for accounting and invoicing.
[01:06:10] Marketing & Social Media for Creatives
Host: What are some marketing strategies that actually work?
Lisa: Marketing isn’t just about having a polished portfolio—it’s about visibility.
Instagram & LinkedIn are key platforms for networking.
Engage with industry professionals, share insights, and tag collaborators.
Build a mailing list—your only platform that’s truly yours.
[01:09:49] Final Thoughts & Where to Find Lisa
Host: Lisa, what’s exciting you right now?
Lisa: I’m revamping my Beyond Six Figures coaching program to help filmmakers and photographers refine their positioning and strategy. Follow me on Instagram @lisamarieshires or visit lisamarieshires.com for updates.
Host: Thank you for sharing so much value. I truly appreciate it.
Lisa: Thank you for having me!
[01:13:16] Closing Remarks
Host: That was Lisamarie Shires, an expert in creative business strategy. If you found value in this episode, follow the podcast and share it with a friend. Let’s support each other in building sustainable, thriving careers in the creative industry. See you next time on Shotlist!
