Aviva Sherman, Founder of Aviva Sherman Photography
Name: Aviva Sherman
Founder: Aviva Sherman Photography
In one sentence, what problem do you solve and for who?
I'm a headshot and personal branding photographer for women who hate being photographed but who want to look professional, confident, and authentic.
What's your story?
As a creative, I’ve looked for ways to express myself. I have a background in graphic design, and working for non-profits but in graphic design there isn’t a direct working relationship and I missed a warm connection with my clients. I didn’t feel like I was helping in an intimate way.
I picked up a camera when I was 54 and fell in love.
When I started shooting the world came to light in a different way. I could create a new reality. I could take our world and show it in a way that captured its beauty. Even ordinary things became beautiful if caught in a particular way.
I see almost everything through a photographers lens, even when I don’t have a camera in my hand.
My husband, children and grandchildren were my first subjects. Then landscapes and street photography and families.
Like many photographers I was using the natural light available to me, but I felt limited by the weather in Chicago. It was either too hot or too cold. So I started working in studio and learned that I really like being able to control my shooting environment and that I love making people look good and having them be happy with images of themselves.
Over time I discovered that I like working with women over 40 the most, because they are often uncomfortable in front of the camera and unsure of how they look. I help them to relax and actually enjoy the process and they are thrilled with the results. That thrills me.
What does BEING a FoundHer mean to you?
Owning expertise, leadership, and vision. Being proof that expertise does not have one look, age, or personality type.
What is ONE BOOK that you would recommend every female business owner read?
Story Brand 2.0 by Donald Miller
Who is a female entrepreneur you look up to and why?
Photographer Lindsay Adler. She discovered her passion for photography at about 12 and took her first professional photo at age 14. She worked hard to develop her passion to become one of the top photographers and educators in the world.
Who is someone who has helped change or shape your business for the better and what did they do to help you?
Peter Hurley and his coaching program taught me how to be a world class photographer. The coaching program introduced me to other entrepreneur photographers worldwide, who were building their businesses. Information on building a photography business is freely shared in the group.
How did you land your first client?
My first clent came from a search on the web for "headshot photographer near me". My SEO efforts paid off.
What would you do differently if you were starting your business today?
I'd put less money into gear and more money into marketing.
What was an obstacle you overcame to get your business where it is today?
My biggest obstacle is fear. I experience fear that I won't be able to perform. Fear of failing. The method I use to overcome fear is to move forward anyway and the fear disappears as I realize that if I'm not 100% competent, I am mostly capable and that the other 10% will come.
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