Being a Professional Photographer Isn’t About the Photography | Featured in Professional Imagemaker Magazine
After more than a decade of working as a professional photographer and trainer I see the same mistakes being made time and time again by newcomers. This is largely because keen photographers enter the industry through a decision based on a love of picture taking rather than any real understanding of how to run a business. Running a photography business is like no other. Success doesn’t depend on how creative a photographer you are, but on how good you are at running and maintaining a venture which is based upon a very diverse range of skills. We are photographers but we are also the retouching department, the IT department, the Webmaster, the accountant, the graphic designer, the salesperson and the marketer. Few other professions demand such a breadth of expertise.
Photographers Need a Wide Skills Base
It’s common for new photographers to simply assume they’ll pay other people to sort out computer issues or website glitches. But given how much that expertise costs, and how long we might have to wait for someone to slot it into their schedule, that option is generally unrealistic. Can we really expect our clients to wait for their images while our computers are in the shop, or while our website is down? The fact is we have to be able to fix all of those things ourselves, and fast. There’s also the potential that we might face legal problems at some point in our career. Commonly that involves individuals or other businesses stealing our work. Or it may involve clients misusing the images we’ve licensed to them. Unless we know exactly how to manage every aspect of our working life, our job can be miserable and self-defeating.
Successful Photographers vs Unsuccessful Photographers
I know some fantastic photographers whose businesses routinely run at a loss. I know some mediocre photographers who make a good living. What are the key differences between the two? In brief it comes down to preparation, foresight, and contingency. The pitfalls so many new and established photographers succumb to are amply set out in my most recent article for Professional Imagemaker magazine (December/January 2019, Issue 106). Poor preparation, poor understanding of contracts, sketchy knowledge of copyright, no defined operating procedures …… these are all reasons why good photographers can fail. I’m amazed at how often I’m approached for guidance by photographers setting up their business only to see that they’ve considered none of those things.
There are a number of boxes we have to tick in order to feel we have control over our business and any problems which may arise. In my Imagemaker article entitled ‘It Isn’t About the Photography’ I’ve listed the many areas of our businesses which need to be well defined and understood. The magazine can be purchased directly from The Societies. In fact it comes free of charge as part of an annual Societies membership. I’ve read a lot of photography journals over the years but Imagemaker is the one I will unreservedly recommend. It’s a magazine for professionals, with content written for (or by) working professionals. Portrait and wedding photographers will find articles on subjects such as marketing, lighting, and posing. There are also features about wildlife photography, landscapes, macro, and many other subjects the reader may have an interest in. The section listing the monthly print competition winners is invaluable in helping to benchmark your work. You’ll also find the most recent distinction panels featured as well.
Lastly, don’t forget the annual Societies Convention held in central London each January. This consists of several days of inspirational workshops on every possible photographic subject. Listen to the world’s top speakers and learn how to better manage your own photography business. Visit the trade show as well – a chance to see the leading album suppliers and wall art manufacturers. But most of all, a chance to make new friends and to see old ones. The week closes with a gala dinner celebrating the Photographer of the Year awards.
Controlling your business
….. means having policies for every eventuality