10 Tips to Tell You How to Start a Photography Business
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Sooner or later, most photography enthusiast give some thought to "how to start a photography
business." Unfortunately, there are a 'few' challenges that "doom" us to failure. One of the
biggest challenges that we bring is our failure to make the distinctions between our love of
photography (re: our enjoyment and passion for photography) and the business of photography
(understanding buying and spending habits of people that are photography customers).
For example, many of us think that because our photography work is "so good," that we shouldn't
have that much trouble selling it. We, sometimes, mistakenly, think that great art and
photography "sells itself." Big mistake! Great photography does not sell itself. In the business
world, nothing sells itself - nothing! Knowing this is critical to start a photography business.
Our failure to make the distinction between our passion for photography and our desire to be in
the photo business is also evident in how we try to tell people about what we do. For example,
photography customers don't care what type of equipment we use. They don't care how many
mega-pixels we have, nor how much our equipment cost us, nor what brand of camera we use.
Photography customers (current and potential) want to know that we can, and will, produce the
highest quality photography work for them.
Think about it, the mechanics that repair our cars don't tell us what tools that they use. The chefs
in the restaurants that we patronize don't tell us what type of pots, pans or stoves that they use.
In those businesses, it is already established what customers want and how best to give it to
them. In other words, other businesses do a better job of understanding their 'niche.' In order to
start a photography business that is consistently successful and growing, we must be clear on
what niche we are offering and how to sell the benefits of our niche to the customers.
Another mistake that we budding photography business owners repeat is failing to "specialize"
(know our photography niche) in what we do. As photography enthusiasts, we enjoy shooting any
and everything. As photographers, that's just fine. However, when we start a photography
business, we, mistakenly, try to be 'all things to all people' - we take every photography job
offered us.
One of the obvious problems with this approach is our failure to recognize how it drastically
cheapens the value of what we do as skilled photographers, in the eyes of the customers.
Mistakenly, we want our customers (current and potential) to know that we can photograph
anything - after all, we're very versatile photographers! What the customers actually see is that
we're not "versatile photographers," we're just someone with a camera that's available to take
pictures when they call us. Serious photography customers (re: those that can afford to spend
regularly) want to do business with specialists - photographers that know their photography niche.
2. Successful wedding photographers are clear on this, as an example of my point. Their 'primary'
customer (usually the bride) has dreamed about her wedding day for most of her life. She isn't
looking for a vesatile photographer. She wants a "wedding photographer" that can make her 'look'
as good, happy and beautiful as she has been in all of her lifelong dreams of 'her day' - her
wedding day. There's a special skill to this type of photography service. In fact, this niche has
more to do with well developed 'people skills,' in my opinion. Successful wedding photographers
that are clear on these nuances are more successful in business.
Do your research.
Inventory Your Photo Collection - Take a look at your photo collections. Determine what it is that
you 1.) shoot the most; 2.) shoot consistently well; and 3.) enjoy shooting. Identify your and
categorize the photos into various niches, i.e. portraits, sports, glamor, pets, children, landscape,
etc.
Research The Photography Markets - Do internet searches using the words "photography niche."
Also, use the type of niche that you think your photos fit. For example, "event photography niche,"
"wedding photography niche," etc. Also, a good source to help identify some of the photo
markets is "The Photographer's Market." This is a book that is published annually and claims to
provide photo buying contacts and information. Online searches are the most useful, in my
opinion. Books by author and photographer, Dan Heller are good places to get a better
understanding of the vast world of photography, without all the 'artsy-hype,' in my opinion. He also
has a very informative website - DanHeller.com
Identify 'Real' Markets - Find out what type of photography (of your specialties) your customers
currently are purchasing. What type of photography is selling? At some point, you'll have to
'balance' the realities of the different niches. There can be some factors that aren't consistent
across all photography niches. For example, some niches require longer "workflow" (workflow is
the post production process of taking photos) periods and tasks than others. Higher quality
portraits normally require photo editing - which is time-consuming. Event photography requires
the processing, packaging and delivering (presenting) of photos. True story: I went through my
large photo collections and found that I had a very large number of outstandingly beautiful
flowers. I can't begin to tell you my disappointment when I found out that there is 'virtually' no
market of photos of flowers - it seems that everybody has them already, everybody! Lesson
learned - identify 'real' markets.
Ten Tips To Assist You To Identify Your Niche
3. Identify specialties that fit your style:
Determine if you have the necessary equipment for the niche
Do you have identifiable and specific skills in this niche area - can you articulate them?
Who is your target audience
What type of photography do they purchase the most
Where are they taking their photography business currently - your competition
What will be different about your services
Does where you live support your preferable niche
Is your niche 'stock photography' or 'assignment photography' - do you know the difference
What is the future potential and tendencies of your niche
Fortunately, the internet makes this information just a few clicks away. The information isn't
difficult to find and learn. Knowing your niche increases your confidence tremendously. Truly
know your niche - and your photography business will follow!
Kalem Aquil is a 'semi-burnt-out' photographer that dispenses free, unsolicited (yet, very good
and accurate) tips and advice to budding photographers that want to take their photography
business to the next level. He dispenses such advice to budding photographers such as "where to
start," "what to charge," "how to know if you're really, really ready," etc. etc. etc. He dispenses his
free and unsolicited advice here. Subscribe to his free ezine, the "Best Amateur Photography Tips
Digest," and receive a Bonus Special Report - "How To Build Your Own Successful Photography
Website." Click here to subscribe.
