In 2016, I was “just” a photographer, fresh out of Marine Special Operations Command.
I was passionate about capturing moments, hustling for the next booking, and always trying something new to stand out.
Hitting a big revenue month felt like a distant dream. The idea of pulling in $20,000 in a single month? That sounded as unreachable as breaking the once “impossible” four-minute mile.
But then something changed the trajectory of my entire career—and, as it turns out, my life.
I went from working as a photographer to becoming a full-time marketing coach who helps photographers (like you) build automated lead-generation systems, run profitable paid ads, and double (or even triple) their business.
The Turning Point at a Wedding
It all started at a wedding. While capturing memories and flying my drone, a guest approached me. She mentioned that she needed a Facebook promo video and asked if I could help.
I’d never shot a commercial promo video before—it was way outside my comfort zone.
But I’ve always been a “try anything and figure it out later” type of person, so I said yes.
I charged what felt like a higher-than-reasonable rate, fully expecting her to say no. Instead, she paid without hesitation.
Here’s the twist: I didn’t pocket a dime. Instead, I reinvested every cent into myself—taking a specialized course, upgrading my gear, and hiring someone more experienced to guide me. I didn’t turn a profit from that project, but my skills, confidence, and capabilities soared.
One Referral, a Whole New World
The client loved the final video and referred me to someone in Miami who needed a videographer for a coaching conference.
The videographer offered me $200 a day and I took the three-day job.
Sure, that was a nice side gig, but the real value came from stepping into a world of people crushing it in their businesses.
These weren’t just modest earners. They were high-level coaches and consultants scaling their revenue with online marketing, paid ads, and automated funnels—doing things I never realized were possible.
Shattering the Mental Barrier
Witnessing their success firsthand reminded me of Roger Bannister. Before he ran the first sub-four-minute mile, it was considered impossible. The world didn’t change after he did it, but everyone’s beliefs did. Suddenly, others broke the barrier, too.
I realized I’d been playing small simply because I didn’t believe I could achieve more. Standing among those entrepreneurs, I thought, “If they can do it, why not me?”
From Photographer to Marketing Coach
After that event, I studied marketing as if my life depended on it.
I dove into paid ads, sales funnels, and automated follow-ups—everything needed to turn casual interest into a steady stream of high-quality leads. My results skyrocketed, and I was no longer “just” a photographer. I was helping other portrait studios consistently hit revenue goals they once thought were impossible.
As I honed my expertise, other photographers took notice. They asked questions and sought advice, and soon, I realized I could teach them how to do the same.
Today, I’m a full-time marketing coach, showing photographers how to harness the power of paid ads and funnels to build predictable, profitable systems.
Why Community & Belief Matter
Just as I needed to see those successful coaches to realize my potential, you might need to see other photographers smash their ceilings to believe you can do it, too. That’s why I created Photography to Profits and joined the High Rollers Club—communities where photographers share real wins, proven systems, and a mindset that achieves “impossible” milestones.
When you join our free Facebook group, you’ll find photographers who’ve gone from struggling to hitting $10k, $20k, and even $30k months. You’ll learn about their strategies—retargeting ads, automated email follow-ups, strategic offers—and start to picture yourself doing the same.
It’s not magic or luck; it’s knowing what to do, how to do it, and believing you can.
The Tony Robbins “Simon Says” Lesson
There’s a story about a Tony Robbins event where thousands played a simple game of “Simon Says.” Everyone followed along as the commands came—“Simon says clap your hands,” “Simon says jump up and down.”
But the moment the host gave a command without saying, “Simon says,” most of the crowd was eliminated.
After a few rounds, the speaker turned to some of the people who’d been disqualified early.
He asked, “At the start, did you honestly think you would win?” Each one said no. They had been going through the motions, not indeed playing to win.
Only a tiny fraction raised their hands when the speaker asked the entire audience who genuinely believed they could win.
The takeaway? You’re never actually competing against everyone.
Most people aren’t “in it” to win; they’re just doing what everyone else does, not believing they can reach the top.
The real competition is a small subset of people who genuinely think it’s possible.
This dynamic applies to your photography business, too. Many photographers in your area might show up and hope for the best—but how many genuinely believe they can hit the revenue goals you’re aiming for? Once you realize this, you stop worrying about “everyone” and focus on joining the few who genuinely believe and take action.
Your Next Step
If you’re ready to break through your barriers—whether it’s hitting a financial goal you once thought impossible or building a studio that doesn’t rely on hope or chance—here’s what to do next:
Join our free Facebook group: Surround yourself with photographers who’ve already achieved what you want.
Check out our coaching and mastermind programs: Ready to go deeper? In 2025, we’ll have opportunities for hands-on guidance with funnels, ads, and systems designed to more than double your business.
I started as a photographer like you, wondering if I’d ever cross certain income milestones.
Today, as a marketing expert and coach, I help photographers do it every single day.
You can do this. I know because I’ve lived it—and I’ve seen countless others break their “four-minute miles” once they finally believe it’s possible.
Humberto Garcia is the world’s leading photography business growth expert.
Founder of Photography to Profits and high-performance coach to multiple 6-figure photography businesses. Humberto coaches photographers from his special operations military experience and photography sales and marketing experience. After years of high performance in Marine Special Operations and building businesses, he knows what works.
