How to Find an Educator You Trust

How to Find an Educator You Trust (and protect yourself in the process)

This is the third and final part of my series on photography education, and it’s a long one. You can find the first two parts here: navigating your options, and what educators won’t tell you. Today, I’m going to be diving into some practical tips for finding the right educator for you, and I might be stirring the pot just a little. But if speaking the truth and sharing wisdom stir the pot, then I’m okay with that. 😉

First, let me preface with this: our industry is small. It can be gossipy. I’ve personally been on the receiving end of extremely painful and totally false gossip, and it sucks. There’s no room for putting others down or talking bad about them or sharing false information. I do not want any part of any of that, and I’m not encouraging that here! I am here to build others up and make this industry a better place. I love my job, and I love contributing to the well being of others in this creative space.

At the same time, I have been in this industry long enough to have seen some “stuff.” Between my own personal experiences, and the friends and students who have confided in me about their own difficult experiences over the years, I know that a lot of unhealthy things take place in this industry. It’s truly sad to see and hear about.

There are two particularly common complaints about photography education that I have heard over the years:

1. In a mastermind: an educator/coach isn’t invested in their students, and their students feel undervalued. They leave feeling like a number, not a name, that their coach didn’t actually care about their success, and that they were only there to help line their coach’s pockets. Yikes.
2. In a course: the content of a program is poor quality. It may be unprofessional, disorganized, hard to follow, or lacking in its ability to deliver on the course promises. The amount or quality of content might not align with the price tag. Students leave feeling like they wasted both time and money, or maybe even that they were tricked. Also yikes.

There is also the situation where a student can’t really put her finger on what exactly didn’t feel right about an experience, but knows that it was overall disappointing. It only takes one or two disappointing experiences with courses and education to become disillusioned with that part of the industry as a whole. In fact, I’ve been there myself!

Obviously, no one searches out a negative experience! Of course not. The problem is that it can be so difficult to know what to expect from an offering, and there are ZERO regulations on who can become an educator and what their qualifications should be… it really is in many ways like the Wild West!

Identifying the problems that photographers encounter is really important – but I also want to help fix those problems. In fact, all of the bad things I’ve seen and heard have been big motivators for me to offer something very different: high quality education, and a space where students feel seen and valued. Also, while I can’t suddenly implement an industry-wide system that ensures every educational offering is a good one, I CAN give you some pointers that will help you navigate this industry and your education decisions. So let’s go!

How to Find an Educator You Trust (and protect yourself in the process)

#1: Beware of false promises.

False promises aren’t always easy to identify – but they’re abundant in the world of education. I wish there was an easy rule to follow so that you could always know when a claim goes beyond what is appropriate, but the truth is that it requires wisdom and discernment to see. False promises often center around earning a specific amount of money and/or doing it on a certain timeline, but that’s not always the case. And there are times when an educator has truly put together a great toolkit to help you up your earnings on a short timeline. But there’s a difference between hooking people with impressive numbers, and promising them a toolkit that can have great results. It may be a subtle difference, but it’s an important one – especially because results are never guaranteed, and every single city is its own market, with its own demand and pricing opportunities.

Most importantly: if it doesn’t sound right to you, and you don’t quite believe it, trust your gut. Because unfortunately, there absolutely are educators who are out there simply for the money, and they are willing to say whatever they need to get people to hand it over. Be wise, and always weigh an educator’s claims carefully.

And of course, I have to address the flip side as well: remember that you may not believe the results that an educational offering promises you simply because you don’t believe in  yourself – not because the results aren’t 100% achievable. Be a healthy skeptic, but don’t fall into the self-sabotage trap on the other side! In reality, you are capable of much more than you probably think you are, and believing in your potential is essential. 

#2: Take it slow.

Want to know one of the most effective marketing tactics out there? Scarcity. Making people believe that their opportunity is about to disappear is one of the best ways to get them to purchase your offering or product.

Yes, this can be used appropriately of course! Good examples of this are sales (of course they only last a limited time), or enrollment that only opens during certain times of the year. I also offer a very limited amount of motherhood sessions each spring, and that limit is very real. Scarcity can be good – each of these offerings is somewhat exclusive, and my students and clients benefit enormously from that exclusivity! This is an example of how to use scarcity in a positive way. But sometimes, it’s purely for marketing purposes and manufacturing pressure.

So my point is twofold. First, keep your eyes open, because this marketing tactic is probably being used on you. And that’s fine, but it is part of marketing. 😉 Which brings me to the second part of the point – when your eyes are open to this tactic, it’s easier to weigh if an opportunity is truly the right one for you, or if you’re simply feeling pressured.

There are very few opportunities that are truly once in a lifetime, and taking time to make a decision about a big investment – particularly when you’re investing heavily into a mastermind – is a wise approach! If you’re grabbing a course on sale, the investment is likely relatively small and it matters much less. But when you’re looking at investing multiple four-figures into coaching services, taking time to think about it is healthy and good and important! If you miss a deadline, yes, you might cost yourself time – and that’s not always good. If a program is only open once or twice per year, waiting until the next round might be frustrating. But also, it might be wise. Whatever you choose, simply remember to have your eyes open to marketing tactics, so that you can weigh your decision more objectively.

It’s because of everything I just shared with you that, for over a year now, I have run Unbasic Creatives (my mastermind/coaching program) with open enrollment. I am 100% committed to never manufacturing pressure in order to get more sales. I help my students absolutely kick butt in their businesses, and they rave about the program. I don’t need to pressure photographers into joining if they’re not ready for the next step – the program is better when each person is ready and excited to be there!

#3: Ask ALL of your questions.

If you’re considering an educational investment, particularly if it’s a large one like coaching, reach out to the educator first! You can also talk to other former or current students. You have every right to ask any and all questions before investing: you don’t owe anyone your money, but rather educators need to earn it.

The most important things to find out as you ask questions are:

• is the educator knowledgeable and trustworthy?
• do you like and connect with the educator?
• is the offering worth your investment and will it benefit you/your business at this time?

I encourage every one of my mastermind applicants to ask the hard questions. For example, many are nervous about investing (rightfully so), and I love to have the chance to talk to each applicant and make sure that my program is the right one for them, as I demonstrate how it will truly pay itself off and benefit their business. I’d love to prove the effectiveness and value of every educational offering I put out into the world! I’m proud of what I’ve poured into every single one. If an educator isn’t willing to do this, it’s a clear red flag.

My personal experience with this: I had a coach who wanted to sell me on her program. I was interested! But when I asked questions, she danced around them. I couldn’t get her to give me any specific information on how this program would benefit me or what precisely it would entail. Yes, I liked this woman fine, and she herself was successful. But when she couldn’t demonstrate to me why I should be investing (a very large amount) into her coaching services, I knew that I would not be working with her.

>> Remember, friends: you do not owe anyone money. Educators should be earning it!

#4 Remember that a great photographer does not necessarily make a great educator.

Education requires a totally different skillset from photography. There are great educators who are mediocre photographers, and there are great photographers who are mediocre educators. I experienced this firsthand as a brand new photographer: I booked a mentorship with a woman whose work I thought was stunning, but she taught me next to nothing and completely bailed on the last stage of my mentoring. I didn’t even know what to do or how to hold her accountable, and she gaslit me and pretended that we’d agreed to something different than I’d paid for (even when I brought our contract back to her). It was a highly disappointing experience – and I believe she went out of business just a year or two later.

The point in sharing this isn’t to be negative, but rather to stress the importance of getting information about an educator before investing with them, and to reinforce the previous points. You should absolutely work with a photographer whose work you admire – but remember that having beautiful work doesn’t mean they are equipped to teach you! They’re two separate skillsets, and only some people possess both.

#5 Understand that some educators are really only in it for the money.

First off, let’s be real: money is an important motivator for all of us. It’s why we work our jobs. It’s essential to life! We’re not here to volunteer, but to earn a living, and preferably a very good one. Money is absolutely not a bad motivator – but it’s bad when it’s the only motivator.

For example: the best photographers are always going to be the ones who genuinely love their work and love making their clients happy. Making money can and should be part of their motivation to work, and the services of a skilled photographer are absolutely worth paying premium for. It’s also important for photographers to learn to be as profitable as possible. But I can confidently say that those who stand out and stand the test of time are not purely motivated by money, but also by a love for their art and a true happiness they find in caring for their clients.

The same goes for education. The truth is that education can be profitable (very profitable), and it attracts those who are financially motivated. This is not necessarily a bad thing, because investing heavily into quality education and coaching can, hands down, transform your business and your own ability to earn well. Years of skill-building, wisdom, and experience are absolutely worth investing in, and students should expect to pay very well for good education! But just like with photography, the great educators are not those whose only motivation is financial – rather, the great educators are those who truly care about seeing others succeed, who find joy in contributing good to the industry, and who actually love the work of teaching. 

Creating a quality course or mastermind program is not something that you can throw together quickly and easily, even though you’ll hear educators claiming this. Sharing information is not the same as developing quality education that truly serves and empowers your students – but for those who are solely motivated by the financial opportunities, it’s close enough… and tends to get them a quick paycheck. 

For those who really want it, a quick paycheck can often be made by taking a lot of shortcuts, and that financial motivation does cause a number of people to choose the education route. But for those who are motivated by a real desire to contribute good and elevate the industry, the road is not as easy, and it requires real work, real time, real energy and real patience to create an offering that is more than the minimum and truly benefits students.

Though we can never get inside someone else’s head to truly know their motivation, we can often get a lot of clues about it through their marketing content, their social media, and any interactions with them. Again, use wisdom and keep your eyes open – in the end, you will be served so much better by an educator who is motivated by a love for education and seeing others succeed, than by one who just showed up for the money. 

Note: this has nothing to do with the cost of an offering – and everything to do with the motivation behind it, which majorly impacts the quality and effectiveness of the content, as well as the level of support you’ll get from a coach.

Conclusion

Harsh but true: not all educational opportunities are created equal. Harsher but also true: not all educators care about you, or are offering something that’s worth your investment.

Thankfully, there are many who do care, and who are well worth investing with. And if you put these tips to use as you consider an offering and weigh its value, you will be so much better equipped to navigate the wild west of photography education. 

Yes, it might feel intimidating at times, and you may make a choice that you’re not thrilled with. But when you find the right opportunity, it can truly change your business and your life! Despite the difficulties you may face as you navigate options, education is still one of the single most valuable investments that you can make in your business, no doubt about it.

Never let yourself believe that you shouldn’t bet on yourself and your potential, or that you have to figure it all out alone. You are absolutely worth investing in, and life is so much better when you’ve got the right toolkit for the job and a friend by your side!

How to Find an Educator You Trust (and protect yourself in the process)

How to Find an Educator You Trust (and protect yourself in the process)