Is Photography A Dying Profession?

Not too long ago I overheard someone say that photography was 'a dying profession'. And for some reason, I just couldn’t stop thinking about it. It's true that there are plenty of detractors that threaten to pull business from traditional, professional photographers. They include, among other things:

• lots (and lots) of competition
• camera phones
• technology and edits making photos easier for amateurs to digitally enhance on their own
• misconception that photography is nothing more than ‘point and shoot’ work
• the misnomer that anyone with a camera is a photographer
• the increase in popularity of stock photos
• the equipment is more complex, more costly
• budgetary constraints

 But these emerging roadblocks don't have to be brick walls. All professions run unto challenges, and they present in many forms. Instead of throwing in the towel, you just have to forge ahead. When the going gets tough, some photogs don’t know any better, and think that if they can't 'hurry up' and make money the traditional way, through sessions and shoots, that they’re out of luck (and out of business). And that’s just plain wrong. That's why so many new photographers fizzle out before they’ve even had a chance to really spark. But it doesn’t have to be that way. Getting clients is hard enough, but building a loyal following, well- that takes time. And time is money. Because the bills don’t stop coming in when the business is slow, it’s not a matter of failure, but rather, simply running out of time. Here are some tried and true ways to boost your bottom line, and your exposure right along with it:  

Brand yourself

Photography is one of the most rapidly growing fields around. With so much competition, having a strong brand is non-negotiable. In my branding business we work with photographers to create a unique brand presence, and that’s helpful for sure. Everything you put in front of potential clients, from business cards to packaging and everything in between, should have a strong, enduring message. Something that's eye-catching, visually appealing, and instantly recognizable as your own. A professional brand shows people that you're deeply invested in your business and sends a subliminal message that you're serious about your work and passionate about your profession. But, don't settle for just any brand. And don't go with the latest trend. Sit down and really consider what you want your brand to say to the world. Make it your very own and keep it consistent throughout everything you do.  

Educate your Customers

There are two kinds of clients out there. Those who see the value in what you offer and those who don't. People are price conscious by nature. It's up to you to tell them what they're getting. Most customers who hire a professional understand and appreciate everything that goes into the work, and they gladly pay in exchange for it. Others... don't get it. They see a pricetag and wince. Their instinct is to flock to the lowest cost option. They wonder why they should pay so much more for you than, say, for a shoot over at the mall. A photo is a photo after all, isn’t it? Absolutely not. When faced with pricing objections, gently help people understand what they’re truly getting in a custom, professional shoot. The time spent (both in preparation and during) a unique session, the artist's eye that goes into every shot, the painstaking editing to get every photo just right, the impeccable quality that professional equipment provides, the exquisite personalized customer service, and the unbridled creativity that a department store session just can’t match.  

Share your work

Put yourself out there. Share your work on your blog, across your social media channels. And don’t be afraid to ask friends, family, and even the clients to share on theirs. People are so visual, an alluring image speaks volumes and is almost always sure to stop them in their scrolling tracks.  

Tell a story

It’s not just enough to share your images, you’ve got to pair them with a story. The combination of the two is where the magic happens. A creative title for your post, share a little story (with client permission, of course). People want to know more about what they’re looking at. Feel-good tales are always a hit. You can also enhance your images with inspiring words and quotes to amplify their Pin-ability. Be sure to include a link back to your photo blog, of course.  

Get business savvy

Creatives, by nature, aren’t huge fans if the behind-the-scenes, nitty-gritty business side of things. They prefer to spend their precious minutes capturing others’ precious moments. Thankfully, there are some quick work-arounds. To start, you can create photography documents (like contracts, releases, etc.) and pre-package them into branded folders to hand clients at the shoot. That way you don’t have to piece them together on an as-needed basis. You can also use financial software to lessen the accounting load. (Freshbooks and Quickbooks for Small Business are great tools!) Your unique shortcuts will depend on your business model, but as with almost everything: there’s a solution.  

Control expenses

Yes, you've got to spend money to make money, but you've also got to be smart about it. Whenever possible, work on a tight budget. Find creative ways to reduce the amount you spend on ancillary items. Digitize whatever you can. When possible send things via email versus print to save on postage and materials. The more you spend, the less you make.  

Get a specialty

The landscape is changing. You’ve got to not only keep current, but carve out your own space. Do something no one else does. Or better yet, something no one else can. Find a way to set yourself apart from the crowd. You can:

• create your own one-of-a-kind actions for unique editing finishes
• gather some unlikely props (think antiques or handmade items)
• put together a unique studio environment
• secure the rights to a particular venue

...etc. Do whatever you can to develop a signature style. If you’re the only game in town offering something- then you own every client that values it.  

Build a following

Of course you’ve got to have people to build a business. But instead of individual shoots, work to forge relationships with each client you work with. You may even consider offering incentives for referral business.  

Create Passive Income

Simply put, passive income is money earned through multiple streams. That is, on ventures outside of your actual photography work. Things like the offering of evergreen products, the selling of tangible prints, reselling your work as reprints, and so many more. Whether you've been in the game for years, or just got your first camera yesterday- passive income is a great idea. There's no one who couldn't benefit from additional streams of revenue and increased exposure. I created a resource called Peripheral Vision that offers dozens of pages of passive income ideas, including lots of direct links to some pretty helpful resources to get you started. It’s my sincere hope that this guide will help boost your bottom line behind the scenes, as you’re out there doing what you truly love. Grab your copy, right here.  

It Ain’t Over Til It’s Over. And It Ain’t Over.

The business of photography is not dying, it’s evolving. It’s learning to live in the new space that technology and advancement have created. And that's a good thing. Change doesn't have to be scary. It can be an opportunity. An opportunity to do something better and even more creative than you've done before.  How will you expand your business to meet new challenges?