How to Have A Successful Photography Business

Over the past 24 hours the blogosphere has erupted with both praise and condemnation to new website by David Jay with his 10 Step Guide to Starting a Photography Business. Blog posts, tweets, and Facebook posts are mostly railing on David for some of his points while others are claiming it is about time somebody wrote a simple guide like this. Gary Fong even responded with a post about unqualified people who are trying to teach. I certainly have my own opinion and will both address some of the points David made with my own spin on them.

Step One – Friends are the foundation of your business

No, CLIENTS are the foundation of your business. Many of you may not have a lot, or any, friends that need wedding or portrait photography. I do believe that being friends with other photographers is hugely beneficial because it opens opportunities to learn, grow, and gain experience, but do not expect that a large portion of your work will be from other photographers. Your best clients will come from vendor referrals, if you can get them. You need to knock on a lot of doors, make friends with venue coordinators, florists, DJ’s, and every other vendor in your area.

Step Two – Go Ahead, Step Out In Faith, You Can Do It

David says you don’t need much equipment and you can probably borrow what you don’t have. The truth is that you do need a certain minimum of equipment if you are going to make sure that you capture every moment of the most important day in somebody’s life. You need to have at least two camera bodies and a variety of lenses to make sure you can capture the right shots. What if you drop and break a body or lens? What if you have a mechanical failure? What if something else goes horribly wrong? Equipment is not just an investment, it is insurance to make sure you can do what you were hired to do.

Step Three  – Service is your true value. It is the way forward in the industry & you were created for it.

Providing service is certainly the key to customer satisfaction and I don’t think David really make any real point in his section on this except to shoot for the sake of art and not care if you get paid or not. There is certainly a truth buried in there that you do not have to be a great photographer, you just have to be good enough to deliver what your clients want. Secondly, you are selling yourself and how you treat your customers that often is more important than the product itself.

Step Four – Use the hourglass approach

David suggests you offer free service to 100 people and try to get 10 jobs. Once the jobs start coming in, you start charging for it. I can’t begin to disagree with this enough. If you shoot for free, your clients will put zero value on your work. Those free clients are not going to refer high dollar clients to you because they will not value you at all. A quick check of Craigslist will show dozens of “professional wedding photographers” in almost every major city offering complete wedding packages for $500 or less. The only clients that are going to call those photographers are ones that have to because of their budget and they fully understand that their expectations are going to be inline with what they are paying. The act of giving your work away is not going to make your phone magically start to ring with paying jobs.

Step Five – Get your photos organized, edited, and safely shared, It’s not magic, it’s workflow

Talk about a wild over-simplification here. David says to import your images into Lightroom, use automatic settings, and then your his own Lightroom preset to create great images. Lightroom is a great tool and it is my tool of choice for editing weddings, but I would never simply import, use auto-tone, run a single preset, and export the finished images. Every image should be checked for color balance, sharpness, focus, exposure, cropping, framing, awkward faces, and much more. Simply running them through a set of presets is not doing any justice to your work or to your clients. Here is a link some of David Jay’s wedding photos, you might want to check these out before taking his advice on this topic.

Step Six – Honestly and authentically you. Market your brand proactively for the best first impressions

I absolutely agree that you should be honest and authentic. However, David says you should also be cute, well dressed, and talk about your dog. David does make some good points about important pieces to have on your website like your phone number, your prices, and a video. Having a little promo video is really a good idea as it can give your potential client some insight into what you are like and how you work. David also goes into a lot of detail about using Facebook, and when done correctly, I do agree that Facebook is a great marketing tool.

Step Seven – They pay you to be prepared. Get ready

This is probably the best set of information in David’s guide. You should have checklists, you need to have your gear ready, you need to have backup equipment (or as David suggests, friends with equipment that will gladly let you use their gear)…and of course, you need to buy David’s website tools to create a custom website for your customer. Ok, I am on board with almost all of that but I have yet to have a couple that wanted their own website for their wedding even if I was giving it to them for free.

Step Eight – It’s your time, Get in the game

I can’t actually fathom that David would suggest shooting a wedding with no experience. A wedding has a flow to it, it has a cast of characters, it has a specific timing. If you don’t fully understand the nuances that are involved you will not be ready. You absolutely need experience with weddings, and a good number of them too, before you try to be the main photographer for such a special event. You should intern with existing wedding photographers, work up to being a second shooter, and then work into getting to be the primary while an experienced photographer is your second. Would you like to have a doctor that has never practiced an operation before doing a surgery on you? A auto mechanic doing your car’s brakes who is “just winging it”. If you wouldn’t trust an inexperienced person to handle your important work, why would you think it is ok to risk someone’s wedding photos? To even suggest that you should just shoot as many pictures as possible and hope for a few good ones is simply ludicrous.

Step Nine – Your clients want you, not your prints

Yes, you do need to understand what you are selling and often we are not selling prints anymore but what we are selling are memories. If you cannot capture the essence and spirit of the event, and if you can’t freeze those important moments in time that people will treasure for the rest of their lives, than you shouldn’t be doing it. David does suggest that one of the best products to sell is a customized website, using the products that he sells, again along with a $29 a year recurring fee for hosting their images…surely all of your clients will pay you for many years to come to have their images online.

Step Ten – Let client demand decide, price step

Just follow David’s simple tips and be making $120,000 a year in your third year of business. You built a huge demand for your free wedding services and now its time to get rich. Forget about vendor relationships, advertising, marketing, just build up demand by not charging, then start charging and you are all set. I’m sorry folks, if it was this easy, we would all be rich.

What’s not in David’s Guide

What is not in David’s guide…in a word…reality. Let’s face some facts here, not everyone is going to make it as a wedding photographer. I am not trying to blow anyone’s dreams or aspirations here but the harsh fact is that not everybody has what it takes. First off, you need to be a good photographer and this means having both creative and technical skills and that is just not everyone’s skill set. I know extremely creative and artistic people who simply can’t take a good photo and I know highly skilled technical photographers with no creative ability to get great shots. Secondly, you have to be good at business. The business of photography requires scheduling, meetings, accounting, planning, time management, and many other real business skills. Again, not everyone is cut out to run their own business. You will likely spend 90% of your time running your business than actually shooting and this is a harsh reality that people like David will never tell you about because its not exciting, its not sexy, and its not going to motivate you.

If you want to have a successful photography business you need to understand that it is going to take a lot more than a cool website and some basic equipment.

One last point, to address Gary’s post, I may not be a hot, fabulous woman, but I do love my LensSkins on my 70-200!

KerryG

Kerry Garrison is a wedding, portrait, and product photographer living in southern California. With 10 years of experience shooting products and 3 years of experience in the wedding industry, Kerry brings a good deal of technical know-how and can explain topics in easy-to-understand terms. Kerry's work can be found at http://kerrygarrison.com and on Facebook at http://facebook.com/KerryGarrison

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