Jul 3, 2019
What's your main moneymaker? You may think it's your skills, your advertising, or your business idea. What you may not have considered is your face!
In this episode, you'll hear from Hector Cavazos from Hector Cavazos Photography (www.hcphotos.com) on why your face can bring you more customers. You'll love how with just a simple image you can convey a million ideas in your prospect's mind before they even meet you.
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Automated Transcript Below
Dean Soto 0:00
Hey, this is Dean Soto founder of freedom in five minutes calm and
we're here again with another freedom in five minutes. Episode.
Today's topic is this, your face can be your fortune. That and more
coming up.
Oh cool. So we are in a we're having we're gonna have a good day to day. We're gonna have a good day to day because I have someone on the podcast that I think is going to be extremely extremely interesting and extremely helpful for you especially if you are the type of business owner who
has kind of ignored the power of your face. That sounds good. It sounds totally weird. But this is this is a business owner and this is somebody who is going to absolutely impress you and going to show you why you can be the fortune and why your face can actually be the fortune of your business. So I'm here with Mr. Hector Cavazos from Hector, Cavazos photography, how are you doing my man?
Hector Cavazos 1:24
Oh, thanks Dean for the for the introduction. I'm doing well how
are you? I'm doing well I'm doing well. So I actually found Hector
on LinkedIn he had a really cool article on on basically on how
your profile like you like basically how you can make or break your
business how people see you how people look at you. And so I headed
over to his website, and I was just like blown away because it is
nothing but headshots because you know you do. I've photographers
are
Dean Soto 2:00
everywhere, right? But typically, anyone who's going to be in
photography is going to be taking, you know, full body pictures,
things like that, but just looking at what you're doing. It's
pretty powerful. Like every single photo that I saw on your site,
I'm like, oh, man, that guy that that person or that, that that
man, that woman has credibility? Like they must be like super, they
must be be super successful. Just, I literally it was every single
headshot. So how in the heck did you start with photography in
general? And then how did you pick this particular niche of just
doing headshots?
Hector Cavazos 2:45
Well, I started I've always had an interest in photography ever
since I was, I don't know maybe eight or 10 years old. My mom
bought me a Canon Kodak win 10 camera and I just fell in love with
taking pictures.
And then,
about four years ago, I started, you know, just like any other photographer where you know you become more of a generalist where you could do portraits and headshots and even sports. Don't get me wrong. There's nothing wrong with doing that. But I really was passionate about heads up photography. So approximately two years ago, I decided that I wanted to make a switch, I wanted to be a more of a specialist in a certain area of photography, headshots. And from there, I started developing it, and it took about two years to really fine tune it, whether it's website
and really finding that look, that is really going to project confidence and trust with each client that I focus on. Yeah, I this is Yeah, every time I look at literally looking at them right now. I'm like that
Dean Soto 4:00
exactly that you trust these people. And so so going from
photography in general to this was a big move. So what what like
why did you Why did you actually want to specialize in headshots
like Why? Why? Because it could have been, it could have been
anything with the headshots like what do you think the power is in
this type of photography?
Hector Cavazos 4:26
Well, with with headshots, you're dealing with professionals, such
as doctors, lawyers, real estate agents. In Nowadays, people are
becoming more visual. Many people are visual learners and over 90%
of information that is processed by the brain is visual. Humans are
process 60 times faster with visual photography, versus reading
texts. You know, I know for me, when I look at a magazine, I'm
looking at the images and if something catches my attention, then I
start reading the article says that initial image that conveys a
message, like to say a picture's worth 1000 words, I think it's
even beyond that. Because it's also it captures trust, it captures
competence and captures approachability. And it's all for me in the
headshot. And that's why I really wanted to just focus on one
niche. And that is
Dean Soto 5:47
I Love it. Love it man, like to me that this like to specialize in
that for a while would have been something that was a bit of a
scary move. Because you're, you're the the common common mindset is
that well, you're leaving so many other opportunities on the table,
did you find that? It was initially hard to go from, you know, that
normal type of photography, this photography, you were doing before
to? To focusing on this? was it? Was it kind of a hard decision to
make? Or was it worth what were kind of some of the roadblocks that
happened?
Hector Cavazos 6:29
I think any decision where you're really fine tuning or becoming a
specialist, if you kind of have to ponder on it and really wonder,
am I making the right decision, but then I think you also have to
go with your gut. And not that I don't mind doing portrait
photography or, or sports, I think that was, that was a great
opportunity. But it really didn't do anything for me. And when when
I am behind the camera, and I can Can I have a client in front of
me, who is really focusing on projecting that confidence that
trust, and I can bring out that personality. That is where the
pleasure is that because I know that I am going to try my hardest
and and deliver a image that is going to make them look great. And
for me that is self rewarding right there.
Dean Soto 7:31
I love that. That's awesome, man. I love it. So like with with
headshots in general, what are kind of the what are kind of the
things that so say, say say a customer comes to you somebody who
wants to get a headshot? Why? Why Does somebody want to get a
headshot for their for their business for what they're doing? Why
do they want it? And what are some of the things that they should
expect from from action from prior to the headshot? And then after
the headshot? That makes sense?
Hector Cavazos 8:08
Well, prior to the head shot, it could be a person is now they're a
business owner they are they want to have a competitive advantage
over their competition. Yeah. So. So what I would do is I would
help them build that rapport with their clients, potential
customers, so they can convey, you know, their personality, their
confidence, also approachability, and a lot of people look at
images, whether it's on a business card or on TV, and is that
person trustworthy. And when you have an image, for example, if
there's a, you're using a selfie, for professional branding of your
website, or LinkedIn, it's really sending the message that you're
not really focused on projecting that confidence or you're not
willing to make that investment in hiring a professional
photographer, to really have that. That brand, that business
branding, that influences you know, clients, and also you become
the, you want to be the loudest in your marketplace. Yeah. And by
doing that, you're you're separating yourself from the average
person. I love that.
Dean Soto 9:46
It's true cuz cuz I know so many people who, especially as I used
to be in the internet marketing type space, where there's a lot of
like online classes, how to make money online, things like that.
And you see people just with literally like their t shirt. And, and
they in a small little little photo looks like it's in their in
their bedroom or whatever. And you're like, do I really
Hector Cavazos 10:11
like this? This is a do
Dean Soto 10:13
I really want to do business with this guy. I know, I know, his
sales page says he's done all this other stuff, all this stuff. But
like when when you have someone who has this professional who's
literally took invest their money and invested in making themselves
be able to project trust and authority and professionalism, you can
definitely see how how, how almost immediately, you have this,
this, you actually build a persona. Even if you've never met this
person, you build a persona in your mind just based off of their
headshots. Have you seen any of you you ever had anybody? And you
don't have to name names? But have you ever had it come into your
come into your studio? Or are you went on location or anything like
that? Were they? They were hesitant, they didn't know they were
they were super shy or super, just did not know, what they how to
how best to project and then afterward, we're just completely blown
away?
Hector Cavazos 11:30
Yeah, most most people, I wouldn't say are either they, they're
concerned about their way, but concerned about you know, they don't
take good pictures, or they tend to procrastinate. And then there's
also you know, the balance between children and family like that,
you know, they don't place the importance of having a professional
headshots really represent them in a professional life, on their
LinkedIn page, most most people tend to say, No, I don't take your
picture. Well, my response to that is great, because I don't want
to take pictures, I just need you to stand there. And I'm going to
direct you. So you don't have to worry about taking pictures.
That's my job. And, you know, it's really it's about breaking the
ice and building rapport with him. And that starts with if I can
give a story is I learned this from a Peter Hurley, Peter early is
a well known headshot photographer based out of New York City. He
was the one who I learned how to take headshots. And he basically
gave you the foundation. And then from there, you just build it,
Peter Hurley has this. This saying where when you first meet
someone, it's like a thread, anything can break this thread. And
that could be whether it's being trustworthy or, or maybe they're,
they're not confident. But that thread, when I need that client,
the initial contact, I want to make it into a string. And then from
that string, now that trust starts to strengthen. And then from
that string towards, during the session, I wanted to make it into a
world where that rope is really tight between us. And that is a
connection that we're starting to build. Well, by the end of the
session, I want that thread that turned into a string that ended up
becoming a road to turn into a chain to wear now I am really I have
their confidence, or, you know, it could take 20 3040 minutes for
someone to warm up. But it is very important to to build that over
a process. And he just don't walk up to a person and say, will you
marry me? No, you have to build that relationship, you know, you
know, it may not work. So you have to use those the steps, at least
for me using this analogy, to really build that a bad that rapport
with the client potential.
Dean Soto 14:31
Yeah, I love this band is, that's, that's a great, great way of
putting it, that that you're just constantly you're starting with
that thread, you're just constantly building and building and
building and building and your your every, the, the that headshot
that because even with you they are literally looking at your your
headshot right now on your website view, I see all of these, all of
these other headshots, and then when I look at look at yours, like
you have this, this kind of aura of kind of more, I wouldn't say
laid back, but kind of like you're a nice guy, you got it under
control, don't worry about it, I, you know, I'm gonna, I'm gonna
guide you to this whole thing, I'm not this, you know, super, that
you don't have this, like three piece suit on or anything like
that. It's kind of like a just come on, come on in. And you know,
we're gonna, we're gonna, we're gonna make this fun, easy. I got
this under control. It's interesting how, how that is built
literally just off of an image. And that's what that that's what
kind of drew me to have you on this, this show in the first place?
And so like, so I always ask this question of all my guests. So we
always ask this five minute kind of hoc question is something that
can be either done in five minutes, something that you made a
decision in five minutes or less something that would just like, it
could be a change in mindset, it could be whatever. It's just
something that was that massively transformed, either your business
or massively transformed how you look at your business or something
like that. what's what's kind of one thing that really just
massively changed the trajectory of what you were doing in your
business?
Hector Cavazos 16:36
I think one of the major factors in what changed my business was
customer service, providing a level of customer service that each
client that I see is going to give me a five star reviews because I
earned it, it wasn't because I asked, we're it was because I earned
it. And I provided a level of service, ultimately, to where I want
to call them, you know, a friend of mine. That's how, from the time
that we started, the time that we finished a session, it could be a
20 minute session, it can be two hours. But everyone is different
when it comes to what it takes to get it, you know, to, for them to
relax a little bit in front of the camera, because having a camera
pointing at them. Now the stranger is awkward. Yeah. So I try to
minimize that awkwardness. And that is just through direction into
conversation, building rapport. And, and for me, it's really about
customer service. Yeah, that's why I knew when it when it from just
a general photographer, to a headshot photographers, I wanted to
interact with the people and get them excited mile without eating,
feigning smile, and really bring out that personality. And I doing
that my target audience is helping business professionals. And what
I do is I try to get free portraits or headshots, that are very
impactful and powerful. Yeah. And the result is really to position
them as leaders in their market or in their industry.
Dean Soto 18:32
I love it, I love it. Yeah. And you can tell you can tell by the by
the pictures, which is it you can tell so like with. So obviously
with that, because customer service it from the very get go, like
with you, everything has to be has to be about customer service,
because you have you have the customer service of when they when
they first schedule, they got like a booking or call or or anything
like that to when they did when they come in or if you because you
have them come into the studio, but you also couldn't go to them to
right.
Hector Cavazos 19:09
Correct. I offer in the studio. I'm based out of Fresno in downtown
Fresno. And I also do session is after office for workplace indoor
or outdoor being independent. And I also started doing Expo and
trade show conferences that were
Dean Soto 19:41
so they go so what's the what what, what would be the benefit of
that
Hector Cavazos 19:48
trade show? Yeah. For example, if there's a company say, down, if
y'all wanted to shoot, you use some sort of lead generator, they
would book me. And then I would be in there. And I would be
providing headshots to all the attendees that are attending that
particular conference. That's cool. So it's like a lead generator?
Yeah, well, the line is lady to get a free headshot. Sponsored by
they are interacting with potential clients and potential leads. So
that is that is pretty phenomenal. That's cool. That's a
Dean Soto 20:44
great. That's a great idea. Yeah, that's, that's awesome. I love
that. I love that. Well, cool. So how can people reach you what's
the best way several ways to reach you and actually do some some
headshots with you.
Hector Cavazos 21:05
There's several ways they can find my website online at see
photos.com send a message through either email, or they could go to
the contact or for book a call and enter their information. And I
can have a conference call with them and speak with them in over
the phone. Or also, they can just do a Google search for a head
shot on target radio.
Dean Soto 21:42
Oh, it's great. For him perfect. That's cool. So um, so with with
that all being said, the if they were to schedule right now, do you
give like phone consultations? Thank you. Just like prior to it
just in case people are hesitant or anything like that.
Hector Cavazos 22:08
It's a free 20 minute
consultation to answer any questions that they may have any concerns and really to find out what is it that they are looking for, because I want to make sure that I if they have a vision I want to make sure I and that could be group headshots no pricing for for multiple employees, large parts companies. So if you can, it just one way to really understand in which letter nice. That's awesome. I love it.
Dean Soto 22:47
I love it. Alright, so thank you so much for being on the podcast
is this is Yeah, this is something that is going to be super
beneficial to the audience. And, and, and just really to anybody
because a lot of people don't think that they will work on their
blog, they'll work on their website, they'll work on SEO, they'll
work on all this other stuff. But then, but then they don't work on
they don't they don't even think about the first impression that
they make with their photo with with how people see them. And so I
just think that this is a great to have you on a super, super,
super beneficial. And so just I appreciate you taking the time Come
on, I know you're super busy with your with all your photography.
So thanks so much.
Hector Cavazos 23:34
You know, if I can say one more thing, another way that they can
contact me or any other president area is they could visit
headshots.com. And there, they can search for the nearest headshot
headshot crew member. And its worldwide. It is an organization that
is put on by Peter Hurley, he's he's the creator of the headshot
crew. And, you know, give, give your local headshot crew members
and business that really would appreciate it. But if you're in the
frozen area, please give me a call and I'll be more than than happy
to assist you. And also for freedom fine. Or freedom in five.
Audience if they go to my website, and they do. There's a coupon
that they can repeat. And then this is freedom by and you get get a
few dollars off your head. And like
Dean Soto 24:39
that, I like that. That's perfect. That's perfect. So yeah, if
you're if you're looking to get a headshot, go and use that coupon,
a freedom five coupon and that would be absolutely awesome. And I
appreciate that very much.
Unknown Speaker 24:56
You're welcome. Awesome. So
Dean Soto 24:57
Hector, thank you so much, again for being on the show. It is it
has been an awesome, awesome pleasure. And if you want to check
out, Hector, what you can do definitely go to HTC photos.com. Or if
you're if you're way outside of the area, and you want to get a
headshot done, go to headshot crew calm and go and get that done.
get that done. But definitely check out HTC photos, com amazing
photos, you're going to absolutely love it. You're going to see the
power, literally the power of your face and what it can do to
improve your business massively improve your business. So all that
being said, thank you so much for being on And guys, if you want to
have a systems, virtual systems architect, go to freedom in five
minutes, calm, you show them five minutes how to do something, they
document it, then you never have to do it again. They'll take it
for you take it over for you. And all that being said, hopefully
you got a massive amount of value out of this podcast episode. And
we will see you in the next freedom in five minutes podcast
episode.