Top 5 Mistakes Emerging Photographers Make And How to Avoid Them
As a coach with 50 years in the industry, I’ve seen many talented new photographers stumble due to avoidable errors.
(This article originally appeared on my Substack.)
The top 5 mistakes to watch out for, and advice on how to overcome them.
From photographer to designer to agency owner and back to photographer, I have had a lot of experience in the business of commercial art. While I haven’t seen it all, I have seen enough to know the major problems when it comes to starting a photography (and design) business.
The challenges are different, but still the same in many respects.
I work with photographers all over the world, and there are few differences in how a photographer must gear themselves up to face a rocky, and sometimes crazy, world of business.
There are many mistakes we can all make, but knowing the ones that will trip you up the most is what I am going to cover here.
Mistake #1: Undervaluing Your Work
Temptation: At the beginning of your journey, it’s easy to underprice your services to attract clients, especially when you don’t have many clients or experience. You may feel pressure to compete with other emerging photographers, or fear that charging higher rates will scare off potential business. You think you are providing something and a client will see your low prices as a plus, but they actually see you as not having much value, and so you are stuck on the bottom rung of the pay ladder.
Life there is not fun. Not at all.
Problem: Undervaluing your work has several negative consequences. It destroys your bottom line and makes it nearly impossible to sustain a profitable business. It also undermines the value of photography as a whole. Photographers who undercharge create unrealistic expectations among clients about what they should pay for quality photography services. Just take out your pistol, shoot yourself in the foot, and leave the rest of us out of your little self-pity party. “It’s hard to get people to pay what I’m worth.” Yes, it is, bucky. It is never gonna get better, so start smart instead of stupid.
And stop with the “well, I’m new so I don’t have much experience, so I will charge less” crap. Experience is not what the work is for, it is to do a job for the client. If the image is good enough to use, it’s good enough to be paid for. Period.
Solution: Research industry standards for your area and type of photography. Don’t be afraid to charge what your work is worth. Here are some tips to help you set appropriate rates:
Know Your Costs: Calculate the expenses involved in running your business, including gear, software, marketing, and time. Know what your vendors are charging for styling, food prep, wardrobe, modeling fees, and studio rentals. Make sure your rates take all of this in. Find out beforehand what these services cost so you are not caught flat-footed at bid time.
Research the Market: Look at what other experienced photographers in your area and niche are charging. This will give you a baseline for your pricing. Call them, take a few to lunch, and make sure you let them know you do not want to be the low-baller or undercutter, and that you want to play fair in the market.
Be Mindful of Your Rates and Value: As you gain more experience and build a stronger portfolio, don’t be afraid to raise your rates. Your work, and experience, become more valuable over time.
Value-Based Pricing: Instead of just charging by the hour or session, consider pricing based on the value you provide to clients. For commercial and editorial work, this could mean factoring in the usage rights and potential exposure of the work. Examine other ways to define your fees; Per shot, per pre-determined sets of images, by usage, and in some cases, per project
Confidence is Key: It’s essential to stand by your rates confidently. If potential clients question your pricing, be prepared to explain the value they’ll receive and why your work is worth the investment. Practice this with peers and friends. Do not hesitate, be forthcoming in why they should use you and why your rates are what they are.
By setting appropriate rates and confidently promoting your value, you’ll be able to sustain a profitable photography business and help elevate the industry as a whole. If you’re struggling to price your work or negotiate with clients, I’m here to help. Consider joining my mastermind program for personalized guidance on building a thriving photography business.
Mistake #2: Failing to Specialize
Temptation: Trying to be a “jack of all trades” photographer, taking on any type of work that comes your way. When starting out, it’s tempting to accept any client or project to gain experience and build your portfolio.
I need to clarify that I do indeed want you to take on as many assignments as you can, but they should all be in the commercial arena. Trying to do events, portraits, weddings, babies, cars, families food, product…. naww, man. That is not going to work and will confuse customers — even yourself — as to what you want to do.
Focus on commercial work.
Problem: While taking on diverse work early on can have few benefits, trying to be everything to everyone will ultimately dilute your brand and make it hard to stand out. If your portfolio is all over the place, potential clients may struggle to understand your specialty and whether you’re the right fit for their needs.
Solution: Focus on the types of photography you’re most passionate about and excel at. For me, it’s commercial and editorial — find your niche! Specializing has several advantages:
Stand Out: By focusing on a specific area of photography, you’ll be able to showcase deep expertise and stand out from more generalist photographers. I suggest you have three areas to work with. For instance, an editorial portrait photographer may also include lifestyle and travel. Both go well with portraiture, and that deepens your ability to get work that you love.
Attract Ideal Clients: When you have a clear niche, you’ll attract clients who are looking for exactly that type of photography. This makes it easier to land jobs that are a good fit. Again, a portrait photographer can work for almost any magazine, as most of them feature people. An airplane specialist will find less work in magazines, but more in corporate and advertising. Knowing where your work can fit in is the most important aspect of building a strong and successful portfolio.
Increase Earning Potential: Specialized photographers can often command higher rates due to their unique expertise. As you build your book, you build your assets. You know where the best locations are, where to get permits, which rental studio has the best accommodations for a shoot… and much, much more.
That knowledge is a unique asset, unlike most others. And it is valuable to your client.
More Fulfilling Work: Working within a niche you love leads to more enjoyable projects and a more sustainable business in the long run. Along the way, you may be attracted by another niche… and there is nothing wrong with that. But at the beginning, understanding the power of three interconnected niches should not be ignored.
Tips for Finding Your Niche:
Reflect on Your Passions: What types of photography do you enjoy most? What subjects do you love to shoot?
Identify Your Strengths: Where does your skillset shine? What type of photography have you received the most accolades for?
Research the Market: Are there opportunities in your area for your desired niche? Is there a demand for the type of photography you want to specialize in?
By focusing on a clear niche, you’ll be able to establish a strong reputation, attract high-fit clients, and build a more profitable and fulfilling photography business. If you’re struggling to find your niche or need help refining your specialty, I’m here to support you. Consider joining my mastermind program for personalized guidance on building a thriving photography business.
Mistake #3: Neglecting the Business Side
Temptation: As creatives, many photographers overlook the business and marketing aspects of running a successful photography business. It’s easy to get caught up in the artistic side of things and put off learning about the more technical side of running a business.
Problem: Neglecting the business side of photography can lead to a lack of steady clients, inconsistent income, and ultimately, a struggling business. Without a solid business foundation, it’s hard to sustain a thriving photography practice long-term.
Solution: Invest time and resources into learning about marketing, sales, and the business side of photography. Consider seeking guidance from a coach or mentor. Here are some key business skills to focus on: Be careful with who you work with, and vet them as best you can.
Marketing: Understand how to effectively promote your services to attract potential clients. This includes having a powerful website, using social media effectively, direct mail strategies, and potentially running paid ads. The kind that work.
Sales: Learn how to confidently pitch your services and close deals with potential clients. Practice your pricing and packaging, and get comfortable with sales conversations. Have peers and friends work with you if you have to. Pitch them, explain your work to them and why they should buy it. If you cannot explain it to your friends, it may be difficult to explain it to anyone else.
Contracts and Legal: Understand the importance of having solid contracts in place to protect yourself and your clients. Stay up-to-date with any legal requirements for running a photography business in your area.
Financial Management: Learn how to manage your business finances effectively, including tracking expenses, setting aside taxes, and planning for the future. So very important that you start smart to build good habits.
Time Management: As a business owner, your time is your most valuable asset. Learn how to prioritize tasks, manage projects, and maintain a healthy work-life balance. Take an online class in time management if you must, but get a handle on it now before it bites your butt later. Ouch!
Investing in Your Business Education:
Workshops and Classes: Regularly take classes and workshops to improve your business skills. There are many online resources available, from marketing and sales courses to photography business workshops.
Coaching or Mentoring: Consider investing in a business coach or mentor who can provide personalized guidance and support. They can help you create a business plan, set goals, and hold you accountable for achieving them. Having accountability can go a long way, and it can speed things up.
Industry Communities: Join online communities and forums of other photographers. These can be a great resource for learning from others, getting feedback, and staying up to date on industry trends. Be careful and picky, and spend a few weeks there to see if it is full of helpful professionals, or arrogant wannabees. It will make a difference for sure.
By investing in your business education and skills, you’ll be able to build a sustainable and profitable photography business.
Mistake #4: Inconsistent Branding and Marketing
Temptation: Having a disjointed visual brand and irregular marketing efforts. It’s easy to get caught up in creating new content and lose sight of presenting a unified image.
Problem: Inconsistent branding makes it hard to establish a strong reputation and attract clients. If your visual aesthetic and messaging vary widely, potential clients may struggle to understand what you offer and who you serve. And if your visual presence is second rate, that telegraphs to the potential client that you don’t know what a good aesthetic is to begin with.
DO NOT ALLOW THAT TO HAPPEN.
Solution: Develop a clear visual brand and apply it consistently across all your platforms. This includes:
Color Palette: Choose a few core colors that reflect your brand and use them across your website, social media, and marketing materials.
Typography: Select a few fonts that align with your brand voice and use them consistently.
I work with photographers to develop their visual brand. Drop me a note.
You can also use Fiverr.com, Freelance.com, or do a tradeout with a designer if that works.
Imagery Style: Whether it’s bright and airy, moody and dramatic, or something else — aim for a consistent visual style in your photography work and any other images you share.
Tone and Voice: Are you formal and professional, or friendly and conversational? Keep your tone and voice consistent across all your writing, presentations, and marketing.
Create a marketing plan: …and stick to it. This will help you maintain a consistent presence and reach your target audience effectively. I’m a systems guy. Creating a system works so well here. Develop a strategy, systematize it, and just do it.
Paid Advertising: Consider running targeted ads on platforms like Instagram and Facebook to reach new potential clients. Take a class in Google Ads if you want. Or find a specialist in running ads on platforms to find a way it may work for you.
Mistake #5: Not Continuously Improving Your Craft
Temptation: Getting complacent with your current skill level and not investing in growth. Once you’ve established a solid foundation in photography, it’s easy to get into a comfort zone and put off further learning and improvement. I always think that once I am comfortable, it is time to move. Up. Always be learning, always be executing on what you have learned.
Problem: The photography industry is always evolving — new technologies emerge, trends shift, and client needs change. If you’re not continuously improving your skills and adapting to the industry, you risk falling behind. This can make it harder to attract and retain clients, and ultimately impact your business’s success.
Solution: Regularly seek out workshops, classes, and feedback from peers to continue honing your skills. Stay up to date with industry trends. Here are some ways to prioritize ongoing growth and education:
Workshops and Classes: Regularly take classes and workshops to learn new techniques, stay current with what is happening in the business, and expand your skill set. This could be in-person workshops, online classes, or professional coaching.
Assist a More Experienced Photographer: Assisting a photographer who is more experienced than you can be a great way to learn new skills and gain insight into different workflows and approaches.
Personal Projects: Regularly take on personal photography projects that challenge you to try new things and push your skills. This could be a specific theme or technique you want to master. A personal project can be a wonderful way to keep the portfolio fresh, and you behind the lens.
And there ya go.
The top five mistakes!
Let me know if this helped you or if you have any questions.
And one last time, if you’re looking for support in continuously improving your craft and building a thriving business, consider joining my mastermind program (links above). I’d love to help you take your photography to the next level.
Hi, I’m Don Giannatti, a photographer and mentor for up-and-coming photographers. You can find me on my website, Don Giannatti, and at my Substack site, where I also publish for creative people. All subscribers to my Substack have access to a free, long-form workshop on the business of commercial and professional photography.
