Photography vs. Business: Why Photographers Fail At Business

I remember when I received my very first DSLR.  It was Christmas, and my parents had gotten me a Canon Rebel XTI.  I thought it was the best camera that ever existed.  I remember taking my first few photos with it in my parents’ living room of my grandmother smiling.  Prior to that glorious Christmas morning, I’d dabbled with photography, predominantly film, and had taken a liking to it.  Mostly, I loved the reactions people would have when I’d take their photo and the compliments the photos received.  I had no idea about the technical side of photography, and I certainly didn’t know how to become a professional photographer and run a business.  Had you asked me then what an aperture was I’d have rolled my eyes at you, because thats what I do when I don’t want you to know that I don’t know the answer.

Can you imagine what my photography might look like today had I not pursued learning my craft?  I can.  It would probably still look like my first wedding that I ever photographed.

It’s taken me years to get where I am today with my technical skills, and I’m still constantly learning something new, and growing as an artist.  Photography is a complex and wonderful world.  A world full of layers; lighting, post-processing, in-camera settings, depth-of-field, and composition.  So. Many. Things. To. Learn.

How To Become A Professional Photographer And What Didn’t Work

Then you throw business in the mix.  At some point I decided I wanted to go professional.  Thats right, Photographer with a capital ‘P’.  I’ve mentioned,  in blogs past, how I thought the transition from hobbyist to professional would go.  I thought, so long as I was a great photographer who takes beautiful photos, and as long as I had a professional-ish website, the clients would come sailing in on the wind.  (the wind I’m referring to here is my brain’s imaginary make-believe wind, to go along with my brain’s imaginary make-believe clients)

But, as you may have guessed from my fun sarcastic writing tone, that tactic did not work out for me so well.  I’d improved my photo skills, done a photography internship, made a website, and I sat idle for a year waiting for nonexistent clients to roll in.  Something wasn’t right.

An Epiphany And What Did Work

In 2010 I moved to Vegas and started working as a photographer for a wedding chapel.  That, my friends, is a story for another day.  Suffice it to say, of the many, MANY things I learned or observed while working there, I realized that the wedding chapel was super successful because of their business tactics.  Up to that point, I had no interest in business.  I’m not sure precisely when the epiphany came, but suddenly I knew I needed to start getting serious about business.

I started researching successful photographers and going to seminars like WPPI.  I began reading the books these people were mentioning and studying my fellow vendors.  I began emulating what I saw successful people doing.  I realized that I’d seen three kinds of photographers, and every photographer I knew fit into one of these three categories.

First, I saw photographers who were terrible at their craft but had successful booming businesses.  Secondly, I’d seen photographers who were incredible at their craft, but were struggling to stay afloat within their own businesses.  And last, but not least, the third distinct category that I saw of photographers were those who were both great at their craft and also had a successful photography business.  It was around this time that I had an enlightening moment:  unless you love and study business as much as you love and study photography, you will not have a successful photography business.

3 Types Of Photographer

You see, friends, the first category of photographers I’d noticed, those who were not good technically with a camera but had a successful business, were business-minded people who picked up a camera, but do not study their craft as much as they’ve studied their business.

The second category of photographers I’d noticed, those who’s photography skill I very much admired but who’s businesses were floundering, were photographers who are deeply passionate about their craft, with little interest in studying the intricacies of business.

And last, the third category of photographers I’d noticed, those who gave seemingly mastered the technical side of photography while also having a successful business, those are photographers who are equally passionate about photography and business.

So I ask you this, which photographer are you?  If you’re finding that your business is not succeeding, consider focusing a bit on business strategies.  Start brushing up on what successful people are doing, then emulate them.  Just like your passion for photography, never stop learning about business.  It too, like photography, is an ever-changing industry.  After all, artists are not business people.  The key is to become a business person.  Learn to love the business aspect, its what will cause you to succeed professionally.  I don’t consider myself a professional photographer because I have a nice camera, or can take nice pictures.  I consider myself a professional because I’ve learned how to market myself, how to provide a great client experience, how to set proper expectations, how to do my own accounting, I know my cost of doing business, in addition to knowing the technical side of photography.  As professionals, we need to be adding value to ourselves.  Anyone can pick up a camera and take a decent photo, but professionals set themselves apart.  How are you setting yourself apart?