The Part No One Sees (But I Hear All the Time)

by Kirsten Smith, Studio Marketing Associate

I was sitting at my desk, halfway through organizing my day in Basecamp—mapping out blog ideas, moving tasks around, doing the kind of work I usually love getting lost in.

But Lindsay was on a Zoom call in the next room, and it was just so…distracting. 

Normally, I would pop in my earbuds and turn on some mellow classical.

But it was one of those moments where something catches your attention—and suddenly you cannot focus on your own screen anymore.

The client had reached out for a headshot. Maybe a few photos for her marketing. And she wanted help choosing a location.

So they hopped on a quick Zoom so Lindsay could show her some ideas.

Simple enough.

But instead of starting with locations, Lindsay asked:

“If you could work with just one client for the rest of your life, who would it be?”

Suddenly my brainstorming session became less interesting, my cursor blinking like, “Hello…you still there?”

Lindsay didn’t start with, “What kind of background are you thinking?”
Or, “Do you prefer indoor or outdoor?”

Just…that mic drop question.

The client didn’t hesitate. Instead, she sat up a bit straighter. 

“A couple I worked with recently. They were a first responder and a nurse.”

Lindsay leaned in a little.

“Tell me about them. What did you like about working with them?”

And just like that, the conversation opened up.

“I love working with first responders. My husband is a first responder, so I understand those families. I can speak their language. I know their income range, the neighborhoods they like…I just get it.”

What stood out to me wasn’t just what she said—it was how easy it was for her to say it.

No overthinking.
No blank stare.

She instantly knew the answer.

Lindsay asked a few more questions—simple ones, but specific.

What exactly are they looking for when they reach out?
What does a typical interaction with them look like?
Where are you meeting them? What does that experience feel like?

Within a few minutes, they had a clear picture.

Not complicated. Just…defined.

Then, just when I’d successfully shifted my attention back to a nearly forgotten blog idea, Lindsay threw in another zinger:

“Once you find one, you can find all the others like them.”

There was a short silence—a moment of processing. 

Then the client said:

“I’m not trying to be an influencer. I just need some photos for social.”

And Lindsay smiled.

“Exactly. You’re not trying to get likes and views—you’re trying to get bums on seats.”

There was a pause.

Not confusion. Recognition.

A quiet “mhmm.”

I could feel it click from the next room.

At this point, I’m smiling at my screen like a crazy person, no hope of getting anything done. (Sorry, Linds.)

From there, Lindsay circled back to the original question—locations.

But now, it felt different.

They weren’t choosing based on what looked nice.

They were choosing based on what would feel familiar to the people she actually wants to work with.

The client mentioned that her ideal couple—the first responder and nurse—spent most of their time in a newer area of Saugus.

But most of her real, day-to-day client work happens in older, well-established Saugus neighborhoods. The kind of places where families have lived for years–where her family has lived for years. Where she’s built relationships that matter.

Lindsay paused for a second, then said: “There are exceptions to the rule. They’re your ideal client—but they’re not necessarily where you do most of your business. So we can choose locations that strike that balance.”

And just like that, the direction adjusted.

Not dramatically. Just…thoughtfully.

Once that was clear, they moved on to wardrobe.

And like most of us would, the client assumed she should dress up.

You know, the “best version” of yourself.

Lindsay asked: “What do you usually wear to a client meeting?”

“Honestly? Jeans and a t-shirt,” the client shared. “I’m still put together—but I keep it casual. My clients do too, and I want them to feel comfortable.”

Lindsay nodded. “Then that will likely resonate the most on camera, too.”

A beat. Maybe some hesitation this time.

“These images aren’t for you—they’re for your client.”

Another pause.

“Yeah…that actually makes a lot of sense.”

She let out a deep breath. 

By the end of the call, nothing about the process felt heavy.

If anything, it felt lighter.

She didn’t have more to think about. Or more to do. Nothing left to decide.
Instead she had a direction.

A plan.

A clearer sense of what she was actually trying to say with these photos—without it ever feeling complicated or overwhelming.

That’s when she said: “I never really thought about what my photos were saying to my clients. I just wanted to look good and capture Santa Clarita in the background.”

And now, she was—in a way that actually meant something.

I’ve heard versions of this conversation more times than I can count.

And it still catches me off guard (much to the detriment of our blog schedule).

Because at first, it sounds like “just a call.”

But in reality, it’s the part that makes everything else easier.

***

Now, normally this is the point in the blog where we’d tell you exactly how to do all of this for yourself.

Step one. Step two. Step three.

But this time, we can’t.

Not because we’re holding anything back—
but because we don’t know you yet.

We don’t know who your version of that “first responder and nurse” is.
We don’t know where your clients feel most at home.
We don’t know if you wear a T-shirt or a tie to meet them.

And without that information…it’s just guesswork.

The exact kind we avoid.

Because when you take the guesswork out of it, everything else becomes easier, clearer and more effective.

So the only thing we can offer here is a conversation. 

It’s not a deep dive (unless you want it to be).

It’s not even about having all the answers (even though you do).

It’s just a conversation that helps us get it right—together.

Some people come in with a full vision.

Some people only know their starting point.

Either way—

we meet you there.

It doesn’t have to be complicated.

It just has to be intentional.

Because the photos aren’t the strategy.
They’re the result of it.

Our Content Philosophy: Created On Purpose

Marketing activity doesn’t equal marketing strategy.

We don’t create content just to stay visible. Every article, campaign, photograph, and video is created with intention—designed to support your positioning, build authority, and move your business forward.

If it doesn’t serve a purpose, it doesn’t make the plan.

No guesswork.
No posting just to post.

Just clear, intentional communication—aligned with where you’re going.

About SchlickArt

SchlickArt is a strategic marketing company based in Santa Clarita, founded in March 2012 on a simple belief: when people feel confident and clear about their marketing, their presence changes in the market.

What began as a visual storytelling studio has evolved into a fractional marketing team supporting businesses, personal brands and professionals across Santa Clarita, Los Angeles and Southern California. Today, we provide integrated marketing strategy and full-service implementation—aligning messaging, content, photography and video into cohesive systems designed to support long-term growth.

Our work is grounded in philosophy, not trends. We believe marketing is most effective when it is intentional, when it reflects your credibility, and when it connects directly to measurable business goals. Every decision—from high-level strategy to the smallest visual detail—is made with that alignment in mind.

At SchlickArt, we approach every partnership with structure, clarity and care, helping you consistently demonstrate the trust, authority and value you already bring to the table.

Because when marketing and leadership move in the same direction, growth becomes sustainable.

Kirsten Quinn

A lover of strong coffee and yellowed pages, Kirsten Quinn-Smith is a professional content writer and owner of WordSmith Content Marketing here in Santa Clarita. She believes great content can forge a loyal, authentic and beneficial relationship between you and your audience – and grow your business. With each piece of writing, Kirsten's goal is to position you in the content spotlight through audience-centered, strategy-based writing that actually sounds like you. Why? Everyone has a story, and every story deserves to be heard.

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