Spotlight on Yael Pachino

Meet Yael Pachino: Aunt of 9 amazing little humans, Jewish Photographer, lover of fruit, fitness & warm fuzzy socks.

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What is your best advice to a younger entrepreneur hoping to follow in your footsteps?

 Two major things come to mind... 

(A) Personal branding starts from day one. As someone in the creative space, you are your brand. People work with you, for you. Yes, your quality of work needs to be exceptional, yes your client experience needs to be impeccable, but if your potential client doesn't feel like they know you, if they don't feel like they can relate to you, it's going to be a lot harder to keep that calendar booked. Our generation, unlike older generations, is all about the experience and trusting their brands, that's why you must be true to who you are! If you are a Harry Potter loving, Mac & Cheese obsessed, Cat owner, own it, love it, share it and I swear you will attract the right clients! 

(B) Your clients are not in the same financial situation as you, so don't project your financial fears and insecurities on to them. Just because you may not have the luxury of spending $1000 on one session, doesn't mean your client is in the same boat. Price your services based on what you deserve, not what you think YOU could spend... if you deserve to be charging that $1000 for the session, do it! Just because you are working in the creative field doesn't mean you aren't an expert and your work isn't worth it.

What are your best hacks for productivity

I write everything down. No joke, literally everything. It is seriously amazing how much mental space and energy the simple act of remembering things can take. So now, instead of spending all day remembering the things I need to do, I use an App called Trillo. Anytime I need to remember to do literally anything, I jot it down on Trillo. Basic things, such as, "pick up bananas" can take up way too much mental energy. You don't want to be distracted by remembering your to-do list. 

Turn off email notifications and only check it once or twice a day! I turned notifications off on both my phone and my laptop and it was a serious game changer. Here's a little secret, if something is an emergency, it won't be communicated via email. Trust me on this. I personally, only answer emails at noon or after midnight (if I am awake)! This way, both my clients and I don't treat email like an AIM conversation (remember those days?) If a client needs to hear back from me ASAP, they have my phone number. It's as simple as that! 

As a photographer, I spend a lot of time behind my computer. When I'm working, my shoes ALWAYS stay on; it keeps me focused and driven... You'd be surprised how big of a difference it makes. 

Create or review your to-do list the night before so when you wake up you know exactly what you expect of yourself.

Drink water... enough said.

What was your most life- changing experience?

The year after undergrad, I was working in DC at a PR agency and I absolutely hated my job. Within the first week of working in the field, I was totally over it. I could not imagine spending at least 40 hours a week doing something I hated. I was too young to be THAT unhappy. One day, I was complaining to my best friend as we were baking her famous caramel cookies. She picked up a caramel, looked me dead in the eye and said "Oh will you just stop complaining and find a hobby already?!" She was right. So, I did what every 20-something year old would do. I turned to google and searched "hobbies for 22 year old women." Ten minutes later, I signed myself up for a one hour photography class and borrowed my Dad's DSLR camera. Two weeks later, I was accepted into Hallmark Institute of Photography, a ten month intensive photography program. Two months later, I found myself living in Western Mass. walking into my first day of Photo School and guess what? I never looked back. Cheers to the friends that tell you how it is!

Best Trip you Ever took: Last month, I had the amazing opportunity to photograph a wedding in Israel, see my family and tour the country. Life changing in every way.
Words you live by: "Kindness is free" & "Fix your ponytail and try again"
Apple or PC: Apple (but I am totally an Android kinda girl)

Alex Gordon