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Welcome to this week’s edition of SeniorInspire the Newsletter!

Quick heads-up before we dive in… the pre-sale for my new book, Start Smart: The Senior Photography Business Guide I Wish I’d Had is officially underway and will run through its April 4th release on Amazon.

If you grab a copy now, you can get it for $24.99 with free shipping. Once it hits Amazon, it’ll be $29.99, so this is your chance to save a few bucks and feel financially responsible at the same time.

I’ve also been hearing from a few photographers who got an early look, and their feedback has been pretty fun to read.

Leya Stefanski of Leya Rae Photography said it “feels like a successful friend sat down with you and walked you through how to run your business in a way that supports your goals without making it overwhelming.” Which is exactly what I was going for.

Tawnya English of Memories by Tawnya said the worksheets in the back of the book were "incredibly helpful"… and also mentioned she ran out of highlighter markers reading the book. I’m choosing to take that as a compliment and not a supply chain issue.

And for those just getting started, Olivia Hicks called it a "great starting point for building your photography business the right way from day one." She also "appreciated the talk about taxes and the legalities of setting up a business."

More details about ordering are on my website, but I’m really excited to finally get this into your hands.

Now let’s get into this week’s issue.

—Nick

This Week’s Question:
Do I really need to set up an LLC, or can I just operate as a sole proprietor?

Great question.

First, quick disclaimer. I left the exciting life of being a CPA twenty-plus years ago. I am not your CPA. Before you make any decisions about business structure, talk to your accountant or an attorney who understands your specific setup.

Now let’s get into it.

The Short Answer

The short answer is no, you don’t have to set up a Limited Liability Company (LLC), and yes, you absolutely can operate as a sole proprietor. A lot of photographers do, especially in the beginning. Some for a short time, others… for a little longer than they maybe should.

What You Are Right Now 

If you’re getting paid to shoot and haven’t set anything up officially, you’re already a sole proprietor. There’s no paperwork, no formal structure, and no extra steps. It’s simple, which is exactly why so many people start there. But that simplicity comes with a trade-off that tends to get ignored.

From a tax standpoint, you report your business income on a Schedule C as part of your personal 1040 tax return. You’ll pay regular income tax on your earnings, plus self-employment tax, which covers Social Security and Medicare.

There’s also no legal separation between you and your business. So if something goes sideways, a contract issue, a client dispute, something unexpected, it’s not your business on the hook. It’s you.

What an LLC Actually Does (and Doesn’t Do) 

This is where the LLC comes in, and also where a lot of confusion starts. An LLC is a legal entity created through your state, and its main job is to provide a layer of protection between your business and your personal assets. That’s it. It’s not a tax strategy, it’s not a business upgrade, and it doesn’t magically make you more profitable.

From a tax standpoint, a single-member LLC is usually treated exactly the same as a sole proprietor. Same income, same taxes, same forms. So if you’re thinking an LLC is going to lower your tax bill, I hate to be the one to tell you, but that’s not how this works.

Where the S-Corp Confusion Starts

Where things really get tangled up is when people start throwing around the term “S-Corp.” You’ll hear advice like, “You should be an LLC or an S-Corp,” which sounds helpful until you realize it’s not actually a real choice. An S-Corp is not a business entity, it’s a tax election. It’s simply a different way your business can choose to be taxed.

That means you don’t pick between an LLC and an S-Corp. In many cases, you use both. You form an LLC for legal protection, and then, if it makes sense, you elect to have that LLC taxed as an S-Corp. That’s the strategy most people are actually talking about, even if they don’t explain it very well.

When an S-Corp Actually Makes Sense

So when does an S-Corp actually make sense? This is where we move out of internet advice and into real numbers. With a sole proprietor or a standard LLC, all of your profit is subject to self-employment tax. With an S-Corp, you split your income into a reasonable salary and the remaining profit is paid to you as distributions. These distributions are still taxed as income, but they avoid Social Security and Medicare tax, which is where the potential savings come from.

But, and this is the part that gets skipped, it only works if there’s a meaningful gap between what you should be paid and what your business actually earns. If that gap doesn’t exist, neither do the savings.

It’s also worth noting that once you elect S-Corp status, you’re no longer just filing everything on your personal 1040. Your business now files its own separate tax return, along with payroll tax filings and additional compliance requirements.

And if there are no profits to distribute over and above your reasonable salary, what you’ve really done is sign yourself up for more paperwork, more complexity, and higher accounting fees… just for fun.

So do you actually need to set up an LLC or S-Corp?

If you’re just getting started and still figuring things out, staying a sole proprietor is completely fine. It’s simple, it’s easy to manage, and it lets you focus on building your skills and your client base. But once you’re consistently booking sessions, signing contracts, and bringing in real income, an LLC starts to make a lot more sense, not because of taxes, but because of protection.

A simple way to think about it is this: a sole proprietor is the easiest way to start, but offers zero protection. An LLC adds that protection while keeping your taxes the same by default. An S-Corp is a potential tax strategy, but only when your numbers actually justify it.

Final Thought

The mistake isn’t starting simple. The mistake is staying simple long after your business has outgrown it.

Start simple. Level up when it makes sense. Find a reliable CPA or Attorney early and get good advice when you need it.

If you’re losing sleep over whether you should be an LLC or an S-Corp, there’s a decent chance you’re focusing on the wrong problem right now.

Get your business moving. Then build the structure around it as it grows.

Have a burning question you want answered in a future column? Head over to www.seniorinspire.com/asknick. I’ll be there manning the phones and waiting for your questions...

This week’s Photographer of the Week is Cara Stawiarski from Evansville, Indiana.

Cara is the creative force behind Captivated by Cara Photography, and her work has a way of pulling you in right away. There’s a confidence and energy to what she creates that feels both intentional and exciting, the kind of work that makes you stop scrolling for a second and take a closer look.

She’s also stepping into the education space this year and will be teaching a workshop in Chicago this September alongside Bruce Royal, which should be a great opportunity for anyone looking to grow.

Take a look at the images we’re sharing this week and get to know Cara a little better in her bio below.

Hi, Cara here from Captivated by Cara Photography out of Evansville, Indiana. I’m a photographer of 35 years who believes every senior session should feel like a story unfolding in color, emotion, and expression. For the past six years, I’ve solely specialized in high school senior photography, pushing each shoot beyond the expected to create imagery that feels bold, fashion-forward, and unforgettable.

I’m passionate about connection, whether it’s with the seniors I photograph or fellow creatives. Through the SeniorInspire group, I’m continually inspired by photographers at every stage, from the newest voices to the most seasoned artists. I strive to give back the same encouragement. My goal is simple, to elevate senior photography to a new level while celebrating the stories that make every senior shine.

Hey! Want to be considered for our Photographer of the Week feature? Head to www.seniorinspire.com/potw and submit your work.

Remember, you don’t have to be the loudest. You don’t have to have the biggest following. You just have to be doing good work and willing to share it.

Let’s start with a simple truth... Most photographers don’t struggle with pricing because they’re bad at photography. The work I see every day is incredible. Lighting, posing, creativity, all of it is better than ever.

Where things start to fall apart is on the business side. More specifically, pricing is often built on guesswork instead of simple math.

If you’ve ever changed your prices and just hoped it would work… you’re not alone. Let’s look at three of the most common mistakes that are quietly costing photographers money.

Mistake #1: Copying the Photographer Down the Street

This one happens all the time.

You look around your market, see what other photographers are charging, and try to land somewhere in that same range.

“They charge $300, so I guess I should too.”

The problem is, you have no idea if their business actually works.

You don’t know their expenses. You don’t know how many sessions they shoot. You don’t know if they’re profitable or just busy.

You’re building your pricing on someone else’s numbers without knowing if those numbers even make sense. And bonus, if their pricing is broken, now yours is too.

Mistake #2: Chasing a “Magic” Average Sale Number

This one usually comes from workshops or industry conversations.

You hear something like, “You need a $3,000 average sale,” and suddenly that becomes the goal.

The issue isn’t the number itself. It’s treating it like a universal truth.

Different photographers have different markets, different costs, and different goals. What works for one person might not work for another.

There is no magic number. There’s only YOUR NUMBER.

And your number should come from your business, not from something you heard on stage or in a Facebook group.

Mistake #3: Not Knowing Your Own Numbers

This is the big one. Everything else leads here.

Most photographers don’t actually know the numbers that drive their business.

To price your work properly, you need to understand a few key things:

• Your fixed costs, things like rent, subscriptions, insurance
• Your variable costs, things like prints, albums, packaging
• What you need to take home to actually run your life
• How many sessions you can realistically shoot in a year
• And yes… taxes

Pricing isn’t creative. It’s math.

And before anyone panics, we’re not talking about algebra, trigonometry, or anything that requires a calculator the size of a dinner plate. This is basic, grade school stuff. Addition, subtraction, a little multiplication, maybe some division if we’re feeling ambitious.

If you can split a dinner bill with your friends, you can figure out your pricing.

Your prices should be the result of your numbers, not your feelings.

Once you know these numbers, pricing becomes a whole lot clearer. Without them, you’re just guessing and hoping it works out.

A Few More That Show Up All the Time

Those are the big 3, but there are a few other mistakes that tend to sneak in as well.

Raising prices significantly without changing anything else
If the experience and the product stay the same, simply raising prices won’t magically increase value.

Confusing busy with profitable
Shooting a lot of sessions doesn’t mean you’re making money. Volume can hide bad pricing.

Ignoring taxes until it’s too late
Pricing based on gross income instead of what you actually keep can lead to some unpleasant surprises.

Letting fear set your prices
“No one will pay that” is one of the most expensive thoughts you can have.

The Bottom Line

Most pricing problems aren’t about talent. They’re about clarity.

You don’t need another lens. You don’t need a new preset. You don’t need to tweak your posing one more time.

You need a pricing structure that’s built on your business, your life, and your numbers.

Stop guessing and start crunching your numbers.

Each week, I’m spotlighting one standout image from the thousands of senior photos we’ve featured over the years — in the magazine, on Instagram, and beyond. Whether it’s the light, the vibe, or just that unexplainable something, these are the images that made me stop and say, “Wow.” 

This week’s Why I Love This Image comes from New Jersey photographer Susan Gietka, and it was featured in our 2021 Photographers I’d Like to Follow magazine. And right from the jump, this image does something a lot of portraits try to do but don’t always pull off. It makes you smile.

This is pure, unapologetic fun.

Let’s start with the pose, because that’s the hook. Having the senior hanging upside down out of the Jeep is one of those ideas that could go very wrong very fast. But here, it works perfectly. Not just because of the concept, but because she commits to it completely. That big, genuine smile sells the entire image. It feels carefree, spontaneous, and just a little bit rebellious in the best way.

You get the sense this wasn’t overthought. It feels like one of those moments where someone says, “Hey, what if you tried this?” and instead of hesitating, she just goes for it. That willingness shows up in the final image, and it’s contagious.

The setting plays a huge role in reinforcing that vibe. The sandy ground, the open sky, and of course the Jeep all scream summer. It feels like a beach day, or at least the kind of warm, sandy adventure you remember long after the season ends. There’s nothing overly polished about it, and that’s exactly why it works. It feels real.

Color coordination is another quiet strength here. The tones of the Jeep, the sand, and her outfit all live in the same warm, earthy palette. Nothing clashes, nothing distracts. Even the soft blues in the sky balance out the warmth just enough to keep everything visually interesting. It’s cohesive without feeling overly styled.

Speaking of styling, it’s spot on for the scene. The simple, beachy outfit fits the environment perfectly. It doesn’t try to steal attention, it just supports the story. And that’s an underrated skill in itself. When styling feels natural to the location, the entire image becomes more believable.

Compositionally, there’s a lot to appreciate too. The Jeep acts as both a prop and a frame, anchoring the image and giving structure to what could otherwise feel chaotic. Her body creates strong lines that lead your eye right to her face, which is exactly where it should land. Even upside down, the composition feels balanced.

I also love the contrast between control and chaos here. The scene itself feels loose and playful, but when you really look at it, everything is placed with intention. The framing, the color harmony, the use of space, it’s all working together behind the scenes to support that carefree moment.

And that’s really the magic of this image. It looks effortless, but it’s clearly not accidental.

At its core, this is what senior photography is all about. Capturing a moment that feels like them. Not stiff, not overly posed, just full of personality and life. This feels like a snapshot of a great day, the kind you wish you could bottle up and keep.

So yeah, that’s why I love this image.

Are you teaching a workshop on the horizon, I’d love to help you spread the word. NO CHARGE - No strings.

Just send me the details and a graphic, and I’ll get it in front of a bunch of senior photographers who might want in.

SeniorInspire the Newsletter goes out to about 2,500 senior photographers across the country, and nearly half of them actually open it (the rest are slackers who probably don't go to workshops either).

Anyway, just reply to this email with the details and a graphic, and I’ll get it in front of a bunch of senior photographers who might just want in.

Simple as that.

If you made it this far and have any opinions or ideas I'd love to hear it. Good, bad, whatever. Just hit reply or send me an email and let me know what you think. I love the feedback!

Thanks for reading all the way to the end — I appreciate you sticking with me.

Quick reminder: there’s less than a week left to pre-order your copy of Start Smart: The Senior Photography Business Guide I Wish I’d Had When I Started. Order before April 4th when it hits Amazon and you’ll save yourself $5. After that… full price. Don’t say I didn’t warn you.

This week’s Tune of the Week is “Stay” by Lisa Loeb — and yeah, the title alone does a lot of the heavy lifting here. Because when it comes to your business, the real mistake isn’t just pricing wrong or structuring things poorly… it’s staying there.

Staying in systems that don’t serve you. Staying with pricing that leaves money on the table. Staying stuck because “it’s working… kind of.”

At some point, you’ve got to listen a little harder, adjust, and make the move.

🎧 Stay – Lisa Loeb

See you next week. Don’t stay stuck.

Nick
SeniorInspire

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