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Many dream about becoming a professional photographer, but unfortunately it can be difficult to last longer than two years in business, if you don’t have the right plan. People fail every day. They question themselves, wonder if their work isn’t as good as they thought it was, then pass along the common belief that it’s impossible to make a living in photography.
You commonly hear that everyone is a photographer these days, but that’s just not true. There are lots of photographers, in the same way that there are many people who enjoy writing – as there should be, because it’s an incredibly fun passion. But there are not as many professional photographers pushing themselves in the right way and making a living, and this is solely due to their marketing ability, not the state of the industry.
If anything, there is more opportunity than there used to be. With the Internet, LinkedIn and social media, everyone needs a good portrait. Companies need their events documented to then be shared. People are spending so much money on weddings. Good photography is more important than it ever has been. What people really mean when they talk about the industry being saturated with photographers, is that the old gatekeepers who once sought out the skilled photographers are gone. Now to succeed you have to figure out how to do it on your own, and to raise above the noise.
Here are some tips to help you find success in your photography business.
There is no way around it, if you want to succeed as a photographer, you have to learn how to create strong work. There are no excuses these days. Everything you need to learn is on the Internet. There are videos, courses, ebooks, YouTube, you name it. Map out what you need to learn, particularly where you feel your weaknesses are, and seek out content to address them. Maybe it’s posing, or studio lighting, or printing. Everything’s out there, and it’s not hard to locate. Go to town.
Train your eye. Find 10 photographers whose work you love, and figure out how to do what they do. Study them, go deep into their archives, and then try to recreate the look of their images. Use friends as models, do whatever you need to do. Recreating their look is not copying, it’s learning, and eventually as you continue to improve, you will take elements from all of your favorite photographers, and mesh them into your own style.
Plan creative days. It’s not good enough to say that you will find time within your schedule. Set aside entire creative days, and put them in your calendar. Turn off all other distractions and treat it as a job, because it is a job. Plan what you are going to do ahead of time and execute it. This is where your portfolio will begin, and what you will use to get jobs.
It’s important to understand how people see you, and they don’t. Everyone is being bombarded with imagery everyday from so many sources. Even if you put yourself out there, people aren’t going to notice you. It takes time and persistence, so keep at it.
The reason that you need to understand this, is because you have to grind at first. The beginning is always a grind, particularly as you’re trying to get to an income that can stabilize you for the long term. People may not notice you the first time, or the second, and when they do first notice you, they will probably write you off. It’s common for some people’s first reaction to be negative and dismissive about you, before they even give you a chance. But, the more they see you, the more they will notice you and warm up to you. It takes time, and people appreciate seeing others work hard for it. One try is not enough. Neither is two.
Every successful photographer that I’ve spoken to has received their first smattering of jobs through word of mouth. Who else is going to hire you right away? Your personal community is so important to your early and ongoing success. Your friends and colleagues know you and trust you. They will give your work more of an eye and a chance right away, and they will recommend you. Be social, surround yourself with a strong community, and your professional life will benefit.
However, these word of mouth referrals are not going to happen on their own. Your community isn’t going to help if they don’t understand what you are doing. Make it official. Create an email list and send out an official announcement about your business. Explain, and show what you do, and make it clear how you can help people. If you are building a portraiture business, explain that you do photography for engagements and families, businesses, law firms, actors, and artists. You know who that covers? Everybody. Suddenly, everyone will have you at the top of their mind. They will understand how you can help them when they are in need of your services. People will not know this unless you tell them.
Start fostering a community of other photographers around you. It can be easy to think of other photographers as competition, but that is so far from the truth. The only one keeping you from getting jobs is yourself, and photographers are the ones that you can bounce ideas off. If you need to gain experience, offer to assist for them whenever they need. This is particularly popular in wedding and commercial businesses, but every photographer can use a hand. This will teach you more than any Internet website or tutorial can. As you get closer, this community of photographers will give you advice in times of need, and will pass you jobs when they are booked. It’s a win-win for everybody involved.
Passive marketing is the act of putting yourself out there over and over again, while waiting for the jobs to come to you. This is so important for the long term, but it takes time to come to fruition, and in the short term it does nothing. Instead, take an active approach to your marketing and directly reach out to your potential clients.
If you want to work with local businesses, contact them and introduce yourself and your services. Make an appointment to show them your portfolio, or call them on the phone. If you want to work with restaurants, start with the ones you eat at, and work the town. If you want to do portraits of actors, go to acting schools, and the places where the actors hang out. If you want to sell your prints, seek out interior designers, art consultants, and businesses without art on their walls. Figure out who your clients are, where they are, and then plan out the best way to approach them.
Creating a business plan is vital to your success. Figure out the income number that you will need to earn in the first year, and create a plan for how to achieve it. How much will your expenses be? How much will you charge, and how many jobs will you need to book to reach your desired income? Who are you marketing to? What are all the ways that you can reach your potential clients, and which have the potential to pay off the best? What promotional material will you need? Do this in a spreadsheet, map it all out, and continue to reference and tweak it as you go.
Once your portfolio and website are ready, start contacting the people on your list. Do this consistently, and not all at once, so you don’t burn yourself out. Try a few, see how your pitch went, then refine it. The first few might not go so well, and if that happens, try to figure out what went wrong. If they do not seem to have a strong reaction to your work, then maybe you need to improve or tweak it. As you achieve more success, you can start to contact additional people. This is the grind phase of your career, and it is the only way to succeed.
You will fail more often than not, but be elegant in failure. Someone who rejects you now could be doing it for so many reasons, and could be a great client down the road. Even if they can’t work with you now, make a good impression and don’t give up on them.
Every step that you did before this is how you got hired for the job. Don’t screw it up. You want your career to snowball, and the only way it will do that is if you impress everyone. Jobs are the quickest way to get more jobs and new referrals. Unfortunately, as some photographers start gaining jobs consistently, they can become cocky or complacent. You know how much work went into gaining these clients, and you want the grind to pay off.
Respond quickly. Under-promise and over-deliver. Plan out jobs, communicate well with clients in the planning phase, and don’t mess up details. Always keep a smile on your face and look confident, even during the many times when you will be freaking out inside. Make sure to talk to the clients when you have the chance, and get to know them. Send thank you notes, and don’t be afraid to ask for referrals.
Do you see from all of this how a career can take off when you approach it in the right way? It’s not rocket science, but unfortunately it often takes newer photographers much longer to figure all of this out than necessary. It took me a long time. Now you know it, so go do it. Fight the fear, and kick some butt.