In the wedding photography world, it’s easy to get caught in the cycle of taking every booking, chasing every lead, and saying yes to everything out of fear of missing out. But what if you flipped that on its head and only said “yes” to the work that lights you up creatively?
That’s exactly the shift that Jeff Chan of The Apartment Photo made in his 17th year as a wedding photographer. And in this week’s Say Cheese! episode, we dive deep into how that decision is changing not only his business—but his life.
The Turning Point: From Safe Growth to Creative Freedom
Jeff’s career was what many photographers dream of: steady bookings, consistent growth, and a strong reputation.
But there was a hidden cost.
“I realized that while I enjoyed all my weddings, only 5–8 out of 40 truly lit me up creatively. I knew something had to change.” – Jeff Chan
Instead of continuing the slow and steady path, Jeff decided to get laser-focused on attracting only the right clients—the ones who aligned with his style, values, and creative vision. That meant turning down bookings that weren’t a perfect fit, even when the calendar looked a little too open for comfort.
The ‘Heck-Yes’ Filter: How to Attract the Right Clients
Jeff’s new rule?
If it’s not a heck-yes, it’s a no.
He created a personal “filter” for every inquiry, asking:
- Do they align with my creative style?
- Will this wedding challenge me artistically in a good way?
- Do I feel excited thinking about this couple’s day?
If the answer isn’t a resounding yes to all three, he passes.
From Scarcity to Abundance Mindset
Saying no is scary—especially when you’ve built a business on taking every opportunity.
But Jeff reframed it as an act of abundance.
“When you come from a place of abundance, you have the capacity to give. Saying no to the wrong work makes space for the right work to show up.” – Jeff Chan
This shift also gave him permission to focus on quality over quantity. Instead of chasing 35–40 weddings a year, he’s aiming for 15–20—leaving room for creative projects, education, and personal time.
Why Personal Brand Matters More Than Ever
We also dug into how Jeff is leaning into his personal brand (The Apartment Photo) to attract not just clients, but also opportunities beyond weddings.
- Website updates: Showcasing only the work he wants to book more of
- Social media strategy: Mixing portfolio highlights with education & personal storytelling
- Vendor relationships: Getting on curated venue lists and rebranding for visibility (hello, alphabetical advantage!)
If you want dream clients, you have to show them exactly what you want to shoot—and stop showing what you don’t.
Social Media Truth Bombs: Trial Reels, Instagram Myths & Content Filters
Jeff also pulled back the curtain on how he’s experimenting with Instagram Trial Reels and why most photographers overthink posting.
His take?
- If your reel flops, great—no one saw it.
- Repost it with tweaks until it works.
- Use trial reels as a safe playground to test new content ideas.
And here’s the biggie: don’t post everything. Use a content filter so that every post strengthens your brand story and speaks directly to your ideal clients.
Lessons You Can Apply Right Now
Whether you’re a photographer or any creative business owner, Jeff’s journey is a reminder that:
- Saying no is a growth strategy – Protect your creative energy.
- Your best work comes from your best clients – Build your brand to attract them.
- Curate what you share – Everything you post teaches your audience what to expect from you.
- Play the long game – Slow, intentional growth beats burnout every time.
🎙 Listen to the full conversation for Jeff’s candid thoughts on fear, abundance, personal branding, and his favorite behind-the-scenes travel story.
