#269: How to Use the “7-11-4 Framework” to Book More Clients Using Pizza Fundraisers and Yoga Class (Plus, Everyday Errands)
Worth Every Penny Joycast
Sarah Petty
5 • 3.3K Ratings
🗓️ 25 June 2025
⏱️ 15 minutes
🧾️ Download transcript
Summary
If you’re tired of awkward sales pitches and sliding into potential client’s DMs just to get ghosted, this week’s Joycast is something special just for you.
In this new episode, I break down the “7-11-4 Framework.” A coveted method photographers use to build trust and visibility using everyday places you're already showing up at. Think pizza fundraisers, yoga class, Target runs, or after school events.
We discuss:
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What the “7-11-4 Framework” is and why it works wonders for photographers
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How to turn casual interactions into client bookings
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Real examples of using errands and local events as marketing advantages
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Why you don’t need to be pushy to be profitable
If you’ve ever felt awkward “selling” yourself, this episode will give you a confident way to grow your business without sacrificing your family time or sanity.
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Episode Transcript: Click here.
INSTAGRAM – DM me “Conversation Starters” for some genuine ways to strike up a conversation about your photography business wherever you are.
www.photographybusinessinstitute.com/boutiquebreakthrough
Transcript
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| 0:00.0 | Here's the big question. How do we get people to book us for a session when there are people |
| 0:06.3 | out there giving away so many digital files for free? Well, I'm breaking that down today in a framework |
| 0:13.2 | called the 7-11-4. Hey there, my name's Sarah Petty and I went from a stressed out, overworked mama with three babies |
| 0:22.4 | to be named one of America's most profitable photographers without working my kids' lives away. |
| 0:29.6 | Now I'm the founder of the Photography Business Institute where we provide guided support from |
| 0:34.4 | start to finish, whether you're a beginner photographer dipping your toes in |
| 0:38.7 | or a more advanced photographer with big income goals. Each week on this podcast, I'll show you how to |
| 0:45.8 | find and serve photography clients in a world where we can keep it free thanks to everyone having |
| 0:52.3 | a digital camera in their pocket. |
| 0:55.4 | Take the first step to adding more joy and profit to your life by downloading your |
| 0:59.7 | free photography business tools at photography business institute.com. |
| 1:06.0 | Look, I coach hundreds of photographers every year. And one thing I notice so many are doing wrong with their marketing is this. |
| 1:14.3 | They get all pumped up to get clients. |
| 1:16.2 | And so they go post on social media with a really nice image and a caption that says, |
| 1:21.6 | now booking. |
| 1:23.0 | And they expect to be flooded in their DMs or their texts or their booking little form on |
| 1:30.2 | their website with clients who are just ready to go. |
| 1:33.9 | And maybe that worked in the past or maybe they've seen other photographers doing it. |
| 1:40.2 | But look, it just doesn't work that way. |
| 1:43.5 | So I know you're saying, but Sarah, what do I do then? |
| 1:46.3 | Well, let me walk you through what works. |
| 1:49.0 | I recently read the book over subscribed by Daniel Priestley, and it's a really good book |
... |
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