Note: check out Kelly’s ‘Going Pro’ Kit if you want a comprehensive guide to making money from photography.
The decision to go pro with your photography business is a big step. It’s a time when the future is ripe with possibility and fears tend to run high. In what we call a “crisis of confidence,” you may find yourself comparing your work to other photographers and wondering, “am I really good enough?” or “will people give me a chance?”
When you begin experiencing these thoughts, take a deep breath and remember this; almost everyone feels this way before they begin a new journey – especially if their dreams are on the line. In fact, those super successful photographers you keep comparing yourself to likely experienced those same emotions when they decided to go pro themselves.
I asked 10 experienced professional photographers to reflect on the early days of their careers – from finding their first clients, to marketing strategies they used to establish their brands. Read on to see how each of them was able to find success as a professional photographer — and how you can, too.
It all starts with relationships
When you decide to offer your photography as a professional service, you’ll need to find a few clients who are willing to take a chance on you. For many photographers, this means starting with friends and family members who already like and trust them. “In my 15 years in the business, I have never gotten a job out of thin air,” NYC-based photographer Casey Kelbaugh said. “ Every single break, every assisting gig, every big campaign, every meat-and-potatoes job has come to me through some kind of relationship.”
Alfred Eisenstaedt, famous Life Magazine photographer said, “It’s more important to click with people than to click the shutter.” and “People hire you because of the quality of your work, but will hire you again and again because they enjoy your attitude and manner both on and off the set.” says landscape and commercial photographer Michael Zide.
Steve Hansen, a headshot photographer from Los Angeles also began his career by leveraging his personal network. “My first client was actually a friend who needed headshots,” he said. “He couldn’t afford some of the more pricey photographers, and I needed clients, so we struck a deal.”
According to photo and video educator Marlene Hielema, networking is also critically important. “You have to get out and meet people! People like to work with people they like, so you need to make connections with people who need the type of work you want to do. Have your elevator pitch ready, because I have met a lot of future clients at parties.”
When networking, Kelbaugh also recommends looking beyond photo editors and art directors, since they’re already being bombarded with photography pitches. “Clients can be found anywhere, so think about reaching out to your friends that work at startups, universities, law firms and restaurants” she said. “When building your clientele, try to think outside of the box.”
In addition to utilizing the power of your existing network, don’t forget to take advantage of opportunities as they arise – no matter the time or place. Take Cappy Hotchkiss, a New York-based wedding photographer who met her first buyer at a dog run (a park where dogs can run off-leash). “I had photographed weddings for a few friends and absolutely loved it” Hotchkiss said. “Someone at the dog run overheard me talking about it and asked me to shoot her wedding. I still remember what a thrill it was – and how scary and fabulous it was.”
Sports photographer Chris Marion had a similar experience when he happened to meet the editor of a local sports magazine. “I asked him if they had a need for additional photographers” Marion said. “He said yes and gave me what was most likely a test assignment. The assignment went well and it went on to become my first real sports job.”
Small wins lead to big ones
As your portfolio and word-of-mouth referrals begin to grow, so will the likelihood that you’ll land that one, great assignment. These assignments can be game changers for some professional photographers – leading to high-profile work and long-term relationships that ultimately lead to even bigger projects in the future. “I got my best client, Google, by landing a smaller event for them and delivering photos that they just loved” photographer Andrew Federman said. “Word spread and they asked me if I would come shoot the inaugural Google Science Fair out in Mountain View, California at Google HQ.”
Marion landed his best client, the NBA, in a similar way. “My hometown of Springfield had an NBA development league and I was their team photographer for five years,” he said. “Through that experience I was able to capture the attention of the NBA, which then led to freelancing opportunities with Sports Illustrated, as well as others.”
Professionalism counts more than you realize
Sometimes that great assignment comes simply from being available. “One day I was at the library and got a phone call from a weird number,” said James Brosher, an editorial, commercial and wedding photographer in Bloomington, Indiana. “I answered, and I was glad that I did; it was a great job that paid my bills for an entire month. The client said he had called a couple other people but I got the job because I answered the phone. Ever since then, I’ve made a point to always answer my phone. You never know when a great client will call.”
Brosher has also landed several jobs because of his flexibility to take on last-minute projects. “One day I was on the couch and got a call from the Indianapolis Star needing an event covered in 15 minutes,” he said. “Being around, available, and being able to anticipate when a publication might need you goes a long way.”
According to Christina Van Dyke, the owner and founder of Van Dyke Design & Photography, something she’s found incredibly important is a focus on providing both great work and a great customer experience. “My best client found out about my photographic services from a word-of-mouth referral,” she said. “The lesson I’ve learned is to always treat each and every client as if they are your ONLY client. In return, your clients will reward you with wonderful referrals that keep your business growing and thriving.”
Play the long game
Hansen recommends focusing more on building your name, and less on your paycheck – at least in the beginning. “Don’t be afraid to take a pay cut in the early stages of building your business and name,” he said. “Yes, you may be worth a lot more, but having your work out there is invaluable to building a solid client list.”
“My advice for young photographers is to remember that it’s the photographs you actually deliver to your clients that set you apart – not how slick your website is, how many Instagram followers you have, or how many blog hits you get,” Federman said. “Marketing is important, but delivering photos that blow away your clients will generate a powerful word-of-mouth force.”
View the complete interviews on SlideShare (below)
Thanks to our contributing photographers:
- Casey Kelbaugh
- Steve Hansen
- Marlene Hielema
- Cappy Hotchkiss
- Chris Marion
- Andrew Federman
- James Brosher
Learn More about Going Pro
Get more great information to help you go pro with Kelly’s eBook and kit on the topic in the dPS eBook store.