Building Your Photography Business as an Amateur or a Professional

One of the focuses of this blog is to help you build up a professional photography studio. For the most part, we focus on writing about the business and marketing side (with an occasional article on becoming a better photographer).

And through your comments on such posts as

The Pendulum Swing of Photography

Wedding Photography-It’s Not That Easy

Photography Studio – Going Out Of Business

The Difference Between Amateurs and Professionals

I know you also agree there is a difference between the two. But how do you get the consumer to believe there is a difference? And more importantly, how do you get them to pay for the difference.

The first thing to keep in mind is there are always people that will pay for what they love. Some people love the idea of traveling, and will scrimp and save to be able to visit exotic locations every year. Some people love driving an expensive car, and will live in a small apartment, investing a high percentage of their monthly salary on their vehicle. And some people love memories, and will pay a professional very well to have an amazing portrait of their family every year.

No matter what type of photography you choose to specialize in, how many clients do you need to succeed? If you photograph weddings, how many per year will make you the income you desire? Or if you are a stock photographer, how many images do you have to sell every year? Knowing this number now will help you with your marketing in 2009. Reach out for this goal, and put it in perspective.

Next, you have to shoot as a professional. Take a serious look at your own work. Is it just an average portrait – potentially one they could even take in their own home with a good digital camera? Or is it something that makes them say WOW!

A true professional will be able to take images that you simply can’t get at home. They reach beyond the normal, and go for the WOW factor. They give their clients a little bit more. And they also give a complete package. Your client should never have to take their portrait to a frame shop – everything should be included, from beginning to end.

So with all of this in mind, what should your goals be for 2010?

1. Treat your business like a business. Establish yourself as a professional, and tell the world you are a professional photographer.

2. Create a complete customer service business. Provide everything from beginning to end. Include complete packages, including framing. (Maybe you even go in and install.) The idea is to be thorough in all you do.

3. Give 110%. You can’t expect your clients to pay for average – they want the WOW. Attend classes with mentors. Practice. Practice. Practice. Do everything you can to become the best you can be.

4. Teach your clients to see the difference. If you look like an image they can create at home, they won’t see the difference. And they won’t pay. But if you give them something they could never accomplish on their own – and could never get from another photographer – you can sell well.

Dreaming Big – Using Photography to Achieve it

Wouldn’t it be nice to take the family to the Caribbean, and have your business write off the entire trip?

What about skiing in some of the best snow around (pick your place – The Rocky Mountains, The Swiss Alps) knowing your business is paying you to be there?

For many people, these dreams sound wonderful. They talk about doing it. They may even read a few things on how to do it. But when Monday rolls around, it’s back to the same old job, working with the same old tasks.

It doesn’t have to be that way. But you do have to put some effort into it. After all, dreams can’t come true if you don’t set goals to achieve your dreams.

Imagine you love traveling, and want to travel several months out of the year. Why not become a travel photographer? There are many sources that will pay you good money for images of destination locations. Every magazine needs quality images. Stock houses will pay well, once you become an excepted photographer.

Imagine you love weddings, and want to photograph weddings anywhere in the world. You can’t just put up a sentence on your website that says, “I’m a destination wedding photographer” and expect it to happen. You need to choose several destinations, and work at getting known in those locations. The more you’re “known”, the bigger you’ll become – and not just in your choice destinations.

Imagine you love fashion, and would love to photograph for magazines and catalogs. Take your first step, and find a small company to work with. Every business started out small, and needed just a few images for their first catalog (or magazine). I know the founders of two start-up magazines right here in Colorado – I’m sure you can find similar contacts in your area.

Take a few minutes and think about exactly what you would like to do. In your dreams, what would you like to be doing a year from now? Write it down! (Email me – I’d love to hear your dreams!)

Then take the next step, and do one thing that will help you make your dream a reality. It may be to choose a destination for your wedding photography services. It may be to book a trip to a resort in your community. It may be to join an association to get closer to catalog producers.

Remember the saying, “Rome wasn’t built in a day.” Neither is your business. But you do need to take action towards your goal every day. When you complete one task, start in on another. When one task fails, try something new. Never give up!

How To Use Flickr To Promote Your Photography Business

[So you’re wondering how to use the many online tools to market your business. This week I’ve decided to start a new How To series that does exactly that. We’ll take a look at many of the different online social sites –things you can do for little to no cost – and show you different ways to put them into your marketing mix.]

Flickr is one of the hottest online social tools that allows you to share your photographs. Flickr was started back in the beginning of 2004 by two game designers who wanted an easy way to share photos that featured their gaming project, and quickly blossomed into something much more. Yahoo purchased Flickr for $35 million in 2005, and the rest as they say is history.

So if you are a photographer, chances are you have used Flickr in some manner. You may have an account. You may have uploaded a few images. You may be active. But in the land of “free”, how can you use Flickr to attract clients to your photography business?

The secret lies in thinking of Flickr as an extension of your business. Its not just a casual site where you can put up a few images of your clients, share it with them, and allow them to send their images all over to friends and family – before they’ve paid you for your services. Instead, you have to look at Flickr as another sales tool – without treating it like a sales tool. After all, the worst thing you can do is get to salesy on any social networking platform.

Start With Your Flickr Account
How is your Flickr account set up? Is it based on a cute nickname (i.e. photogirl123)? Or is it based on your company name?

When you think of Flickr as an extension of your business, it’s easy to see how you should set up your account. Title it by your business, personal or website name – which ever makes the most sense depending on the way you market your business. Once your name is established, build your profile and your groups to support your branding and your business.

8 Questions That Will Lead You To Quit The Photography Business

8. How will I find the money to buy more equipment?

Photographers love equipment. The newest camera body or a really great lens has been known to send shivers down a passionate photographer’s spine. But when you find yourself starting to book photo gigs just to have enough money to buy the latest gadget, you know you’ve reached a whole new level with your photography.

Pricing Your Photography

7. Why do I have to market my business?

I get it; photographers love to photograph, but they hate to market their business. It’s time to get over it. If you are in business, you have to market, and you have to sell. That’s the only way to bring in money, bring in profits, and survive as a professional photographer.

Top 5 Business Mistakes Every New Photographer Makes

Thinking of opening up a photography studio? Or maybe you have a studio, yet it isn’t bringing in much business. What can you do about it? What should you do to move forward, and what can you avoid?

Here are the top 5 business mistakes that I see every new photographer make.

1. Staying in the scared zone too long.
You want a client or two to build up your portfolio. You want some experience before you raise your prices. You test the waters of a business before you actually tell people you have a business. In other words, you leave it as a hobby for a long time because you’re too scared of what will happen if you make it a true business.

Starting a business can be scary. What if it grows too fast? What if it doesn’t? But living in the scared zone for too long simply cuts off your momentum. If you’re going to do it, just do it. The rest will fall into place.

2. Ignore the marketing.
You may need a business card to hand out, so you print up a free set on your computer. Outside of that you let everything else slide. You may think you don’t need fancy postcards or brochures, or a great website to build up your portfolio – that will come down the road. But if you don’t start out at the beginning with a great professional look to your business, when will it come?

Think marketing first. How do you want to look to your customers? How do you want them to perceive your business? And more importantly, how would you like them to refer you? There’s a huge difference between someone saying, “I found a really cheap photographer that’s just starting out and she’ll give you a deal” and “I found a very professional studio that takes amazing portraits – I would highly recommend her, check out her site.”

Pricing Your Photography To Stay In Business – Click Here>>

3. Buy for the future.
If you are a professional, you have to have what the professionals use. Don’t skimp and buy a Canon Rebel instead of a Canon EOS. Don’t by a consumer grade package of lenses. Don’t choose Elements instead of Photoshop or Lightroom to save money. Save and invest in the best equipment upfront – it will last you a lot longer over time. And allow you to do a ton more.

4. Work on the business.
Photography is fun – that’s why you’ve decided to go into business. But opening up a studio isn’t all photography – its business too. You have to wear every hat, especially if you are a solo business owner. You’ll have to invoice your clients, and pay the bills. You’ll have to do the production, and do the filing. You’ll have to handle all the sales meetings. And then you’ll also get to do the fun stuff – photographing.

If you aren’t sure how to build a business, find someone who can. Hire a coach. Buy a coaching program. Visit your local SBA office. And start reading books and magazines on the business side as well.

5. Jump quickly.
What if you had five new clients come into your studio this week? What if you had 10? How about 25?

What’s the worst that could happen? You may get completely overwhelmed at first, but I’m willing to bet you would come up with a system pretty quickly. Instead of sitting around Photoshopping one client’s files for 10 hours, you would probably find a way to get it done in 1. Or hire it out.

In other words, it would make you very efficient very quickly. Because you would have no choice.

So don’t worry about what may happen, or how something might affect you. Just do it. You’ll be amazed at the results.

Photographers – How To Stop Justifying Your Low, Low Prices

I’ve been writing for years now, and have posts and articles all over the web. Every week I spend some time finding things people like, and reading the comments they place on some of my content. Some posts definitely bring in the comments more than others. Take this one for instance:

Wanted: Wedding Photographer with The Credentials of Annie Leibovitz and the Price Tag Of Wal-Mart

This one still stirs up the emotions in photographers. I’ve found everything from:

“Thanks – you’re right on target.”

To

“No way. People love me because I charge reasonable rates. I could never charge high prices for my photography, knowing what the final output costs me.”

So let me ask you a question. Is it okay that a surgeon makes hundreds of thousands of dollars every year?

• He has educated himself in his passion
• He studies continually
• He works in a specialized industry that requires him to be good at what he does
• He lives and breathes what he does
• He uses his money to take care of himself and others

Most people wouldn’t argue with a surgeon making hundreds of thousands of dollars. After all, your life is in his hands – literally.

But the same can apply to any other industry. In any industry, including photography, you can find someone who is at the top of his or her field. Why?

• He has educated himself in his passion
• He studies continually
• He works in a specialized industry that requires him to be good at what he does
• He lives and breathes what he does
• He uses his money to take care of himself and others

Start your education.
You don’t have to go back to college and get a degree in photography. But you do have to learn from the best. Do a quick search online, attend a conference like WPPI, or read a few magazines. You’ll quickly find a slew of top mentors that offer classes on how to become a better photographer. Don’t just shoot because you can make a few extra bucks. Shoot to perfect your photography, and choose to become better every day.

Stop being average.
If you do what everyone else does, you’ll get the same results they get. The only way to be better than average is to quit striving for average. Ask yourself questions like, “What can I do to be the best photographer in my niche?” Take what someone else is doing and add more to it. That doesn’t mean give them more photographs at a cheaper price. It means give them more service to make them appreciate what you do. The problem we’re facing now is we have a whole lot of average, so we don’t even know how to find the WOW. Give a little bit more, and you’ll soon be the talk of the town.

It’s okay to make money.
“I would feel guilty if I charged someone $20,000 for a wedding, or $50 for an 8×10.”

Why? Does the surgeon feel guilty about charging thousands of dollars for his services? If you have the experience and the talent, have built up your reputation, then by all means charge what you can. It really is okay to make money doing what you love.

Making more money means you can use it to improve your lifestyle. You’ll no longer have to live paycheck to paycheck, or worse, wondering how you’ll pay the rent.

Making more money can open you up to new ideas. You can give more when you have more to play with.

And it can also allow you to see and change the world in a whole new way. It feels good to be able to give back or start up a charity. And if the surgeon comes to you for a portrait, he would never agree to spend $50 for a session and prints – he expects things to be at his caliber. He makes a healthy income, and he expects you to do the same.

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Photographers – How To Start A Baby Plan

Many of the most popular niches in the photography industry are built around seasons. As a wedding photography studio here in Denver, our season ran May through October. The high school senior market runs parallel to the wedding market, and is busiest May through October. Those seasons may change depending on your geographical location – in the Phoenix area, high wedding season ran counter to the Denver market, or October through May.

Which is why many of today’s top photography studios have found a niche that has zero seasonality to it. The baby market.

Babies are born 365 days of the year. And they are only little once. Meaning you can only capture a newborn the first couple of weeks of life. And they will only celebrate their 1st birthday at one point in time. And they’ll hit every milestone along the way during that first year – if you miss it, its gone forever.

That’s the beauty of a baby plan.

A baby plan is designed to capture the progressive steps a baby makes during the first year of life. Thinking of starting a baby plan for your studio? Here are 7 steps to get you started.

1. Design a baby plan to bring in a new client 3 to 6 times during the first year of life. Typical timeframes are newborn, three months, six months, nine months and the first birthday. In some cases, a photography studio may also choose to photograph a mom-to-be in her ninth month of pregnancy. Charge one low fee for the entire year program, with the promise of one print from each session in a keepsake frame. GNP Frame is one of the many professional framing companies with options on wall collage frames.

2. Don’t complicate the process or overwhelm with choices. One simple baby plan is the best way to begin, with a possible upgrade if they want to include a maternity image in their sessions as well.

3. Don’t give them the final wall frame until all sessions are complete. Keep it as a keepsake that is filled with your images. Release it too soon, and the new mom may get busy and forget to come back in, simply filling the empty holes with her own photographs. By holding the frame until the last session, they have more incentive to keep coming in.

4. Find new clients in a variety of ways. You can do a direct mail postcard to expecting families within area codes around your studio. You can partner up with a local baby store. Or you can partner up with OB/GYN’s in your area. New moms flock together. Get in with a group, and you’ll have a continual source for years to come.

5. Sell at each session just like you would any portrait client. Just because they are coming in for a baby plan promotion, doesn’t mean they won’t buy hundreds or thousands of dollars worth of photographs at each session. If you aren’t using projection at your sales sessions, invest now in a great sales presentation. You’ll quickly reap the benefits.

Pricing your photography – learn how to set your prices.

6. Keep it simple. Don’t photograph hundreds of images for this special promotion. Instead, find top selling poses, and stick with the same poses again and again. Work at creating a relationship with the client, while keeping your process on the easiest level possible. It’s all about building the relationship here for future sales many years to come.

7. Every customer that comes in should be treated on the same level, no matter what the potential for sales. A client that spends $1000 at each session should be given the same courtesy as the one who only takes the basic plan with no additional sales. Because you don’t know everyone’s economic situation, just realize future potential is always possible. The client who only took the promotional item may end up referring you to your biggest client ever because she loves your ethics and customer service.

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The Missing Ingredient To Your Photography Dreams

Last night we had dinner with some very dear friends. We met them over 15 years ago at a bridal expo, and have been friends ever since.

They’ve been in the photography industry for over 30 years now, and I have to say they are in love with it as much now as they were when we met them. They’ve changed direction along the way, and are doing things completely different even from a few short years ago. But sitting with them is a motivating experience. They love what they do. They never run out of ideas. And they always reach their goals because of their passion.

So last night I started thinking about what separates photographers like them from other photographers. And I came up with five characteristics – or ingredients you have to have to find success in this business. 

1. Dreams. The first ingredient is where everyone starts. It starts with your dream of doing something different and meaningful in your life. You can’t accept what you already have. You have to dream of where you want to be. The more vivid your dreams, the easier you’ll be able to make them a reality.

2. Make it positive. What motivates you to do better has to in a positive light. “I hate my job and want to do something else” will only get you so far. It doesn’t have depth or commitment. Instead, “In 2011, I will work as a full time photographer out of my studio in XXX location” will provide you a positive direction.

3. Knowledge. I’ve owned my own business for 20 years now, and I can tell you I still don’t have all the skills needed to be successful at many different things. The only way to get better at what you are doing is to educate yourself on where you need the most help at the moment. If you’ve never operated your own business, get help from someone who has. Take a class. Sign up with a coach. Always, always, always learn. If you’re excited about it, the key is there for you to learn from.

4. Belief. Do you have the belief you can do it? Many people say, “I’m going to have my own studio one day.” But secretly they don’t believe they have what it takes to make it. They like having a stable job with a paycheck on Friday’s. They like the stability of their life and don’t want to “rock the boat”. 

While those 4 ingredients are mandatory for every successful businessperson, I discovered last night there is a fifth. It’s what I saw in our long time friends. And it’s something that you have to have if you want to guarantee your success in the future.

The Missing Ingredient
A desire and a vision of what’s to come. If you don’t have a purpose for what you will be doing, it puts everything else on the back burner. You have to know that in a few months (weeks, years – you choose) time, everything you are working for will lead you here. It might be a vision of a new home on several acres, with a kitchen that overlooks a beautiful lake. It might be the ability to take three months a year off to travel with your family and friends to exotic locations.

Everything you do, everything you work for puts you one step closer to that desire – that vision. Ever created your own vision board? I have had many vision boards over the past 20 years. When you put things down, you make them a reality. It really works – give it a try.

Better Outdoor Portraits – 10 Photography Tips

I’ve been a professional photographer for over 20 years. Even though I have a ton of ideas and styles, sometimes I find going back to the basics creates portraits that clients truly love. Here are some simple solutions that everyone can benefit from when capturing your next outdoor portrait session.

Select a location
Locations are very important and should be thought out in advance. Look for locations that bring interest and enhance your session. Parks, lakes and other open spaces offer natural scenery and tend to be the first places people think of. But don’t forget about architecture. Buildings and other structures bring warm elements into a portrait. Doors, windows, walls, a staircase or pillars will bring wonderful life to a portrait.

Choose a location that is not busy and bustling with activity. A quiet area will allow a client to be more focused, and allow them to be able to listen to your posing instructions without distractions or loud noises that would otherwise interfere.

Repeating lines
A great way to add depth is to find a location with repeating lines. Columns, pillars or other structures add interest to a portrait and create a portrait that stands apart from others.

Use a longer lens
By selecting a longer lens, you can put the focus on your subject, leaving your background soft and out of focus. This adds to the drama of the portrait, and can give you a unique look and style. One of my favorite lens to use is a 70-200mm F2.8. Use your longer focal length (150mm – 200mm) to separate your subject from the background.

Clothing selection
To ensure optimal results, consult with your client about clothing selections prior to your portrait. Stay away from busy patterns (ie plaids, polka dots or flowery prints) and use darker to medium tones.

If you have more than one person in the portrait, teach your clients about matching. If one is in jeans, they all should be. Black turtlenecks always work well. Long sleeves work better than short sleeves or tank tops. Put the emphasis on the face, and you will really increase your sales.

Pose by example
Show your subject how you want them to pose, what to lean on or how to sit. I always find that it’s easier to pose by example, so each person can see the pose you’re looking for. It saves a lot of time and frustration on both parts, and makes the whole experience more enjoyable. It’s easier to make minor moves when they are 90 percent there.

Groups -start with the smallest and grow
Once you have a setting selected, start with the smallest groups and build up. When one person is posed and comfortable, its much easier bringing in the second to them. Try and build in triangle formation within your groups (two people on the ground as a base and one behind and between)

Use a tripod
A tripod gives you stability and the ability to move quickly. Your camera will remain focused on a particular area while you move the subjects in and out in different group formations. A tripod will also ensure a crisp image, no matter what size lens you are using.

Ensure that the eyes are in focus
When the eyes are in focus, you have a guaranteed seller.  The client will not be happy if the eyes are not sharp.

Perfect time of day
With a wedding or event, you have no control over the timing. Not so with a portrait. Always work around the sweet light – early morning or late evening. By having the sun in the lower hemisphere of the sky, you can work in a variety of situations without dramatic shadows, squinting eyes, and harsh lines.

Use a reflector
I have never been a fan of adding flash outside during a portrait session. With beautiful, natural light, why bring in “fake” light? A reflector can be an invaluable tool for a portrait session. You can easily direct light right where you want it – the face and eyes.

Softboxes
While reflectors are great if you have directional light you can bounce into place, sometimes you are working with much softer light, and a reflector won’t work. Try a softbox. A softbox separates harsh sunlight spots from beautiful natural, light. Softboxes can easily be made with pvc pipe for a frame and stretch white material, rip-stop nylon or a cotton bed sheet, to fill the frame. I use elastic corners to keep mine snug on the frame. You can make a variety of sizes to easily tuck in your bags for travel.

Capture in RAW
Unlike the larger exposure range that film has, digital cameras have a smaller exposure range. Shooting in jpg mode where the camera processes each image into a final processed image limits the ability to adjust in post processing.  If your exposure is incorrect, the image will be underexposed (loss of detail in the shadows) or overexposed (loss of detail in the highlights) and could be a complete loss. Another issue associated with jpg format is loss of information every time the file is saved causing a degradation of image quality. RAW is an unprocessed format, which allows adjustments to color, contrast and exposure. Once adjusted, the RAW format can be processed into a final jpg image without image quality loss.

Fine Art Photography – An Easy Way To Find Your Next Festival

One of the things I love about the summertime in the Rockies is the arts festivals. I know I’m not alone in loving to hit the great outdoors, and walk through some amazing artwork at the same time.

Andrew and I also have a new interest as our future goal is to start building up our own fine art photography business.

So this weekend, we’ll be heading out to Downtown Denver Arts Festival, featuring Colorado artists, and 18 Colorado photographers.

I went to their site just to learn more about the festival, the submission process, and a few other details. And in the process found a great resource to share with you.

The Downtown Denver Arts Festival (and as it turns out hundreds of other arts festivals) use a program called Zapplication.

You can head to one source, fill out your application, upload your sample images, and begin applying to the festivals you are interested in attending. Each festival provides more information, including time/location of the event, and deadlines for submitting your application.

They provide a wealth of help sections and resource guides to answer all of your questions on the process, and how to take full advantage of using the system to get into more shows without wasting your time repeating the application process over and over again.  

I’ve now added Zapp to my favorites.

What resources do you have for finding easy ways to get into art shows?

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