I recently gave a talk at the Ashland Art Center in which I shared some of the things I have picked up while pursuing a career as a photographer and being in the business of photography. It was requested that I put those thoughts down in writing for people to access here on my blog.

Many photographers, as well as other types of artists, have dreams about turning their art into a business and a profession as I did. The reality is that a creative mind and the demands of running a business often don’t mesh conveniently or successfully. The skills of an artist don’t necessarily foster business success, and operating in a business mode can be a killer for artistic creativity.

Story In Stone

My previous career was as a science teacher. When I left teaching to pursue photography full time I had some skill as a photographer (although looking back now it doesn’t seem like much), but I knew next to nothing about managing and owning a business, especially a photography business. Six years later can’t claim to be a great business mind, but I feel like I have learned from my trials and errors and so far my business is growing. I take that as a sign of luck, but also of getting some things right.

One of the most important things for anyone considering photography as a career is to be realistic about your goals. Do you want to make a little money from your photography to help pay for equipment and travel, or perhaps see one of your images published from time to time? Or do you intend for photography to be your soul source of income? I see a lot of people who treat photography like a hobby even though they wish it would generate income like a full time job. If your plan is to make a living, then you can’t approach it like something you do just for fun in your spare time.

Forgotten

I haven’t necessarily built my photography career with perfect execution, but a few things have worked out pretty well. I wouldn’t say that my approach would work for everyone, but I think there have been a few things that have lead to me getting as far as I have. Take them for what they are worth.

• I didn’t jump in without setting aside the time and financial means to build my business over several years.
  • • Photography businesses like mine require many years to establish. My brother opened a bike shop and had customers from day one because he had a previous following from working in other bike shops, he had a physical storefront and he provides a needed service. When I started in photography I didn’t have any of these things.
    • Before I left my teaching career my wife and I developed a five year plan and made sure we had the financial means to both invest in the start of my company and sustain the family for that period of time. I didn’t know how long it would take to start seeing a profit from photography, but five years ended up being a pretty good gamble.

• I constantly, honestly and critically assess the quality of my photography and compare it to what other top professionals are producing.
  • • In the beginning I was too naive and uninformed, and I thought my photography was better than it was. Now I try to be brutally honest with myself.
    • I push myself to constantly improve and create work at the highest level. Over time I want to develop a style in my photography that will set my work apart from others.
    • I find it important to continually study the work of others, practice, learn, innovate, experiment, search for my vision, shake things up, and get criticized.

• I put in a full day of work every day and maintain a strong and focused work ethic.
  • • Being self employed was hard at first. I had to learn to organize my day and stay focused. It has been essential to set a strict work schedule for myself. Any illusions I had that self employed photographers work 4 hour days and take relaxing photography vacations quickly went away.
    • While I have more control over when I work, the total number of hours I work is greater than in any other job I have done. Fortunately I really like it.

Zion Twilight Moon

• I attempt to learn all that I can about doing business as an outdoor photographer.

• • • I read everything I can get my hands on that pertains to being successful as a photographer. There are many books written on the topic, but I find blogs and forums often have the most relevant and current information.
    • I network with other outdoor photographers and we share ideas and information.
    • I go to conferences and do other professional development when I can.
    • My collaboration with with the other photographers on the Photo Cascadia team has been very valuable in exchanging professional insights.

• I make as many connections as I can in my area of the business.
  • • I submit my work to magazines, publishers, stock agencies, art consultants and photo buyers. I email, call, introduce, hand shake, visit, attend and network.

• I look for multiple sources of revenue.
  • • My original, sadly simplistic business plan was to sell ten $300 prints a month. That seemed like an easy way to make a $36,000 annual salary. However, that didn’t factor in expenses and overhead. It also didn’t take into account the fact that selling that many prints as a starting, unknown, marginally talented photographer proved to be far more difficult than I thought. Then, right as I began establishing myself and selling more prints, the economy tanked.
  • • Now I have expanded my income sources. I bring in small portions of my overall income from print sales and stock licensing through my website, publishing in magazines, teaching workshops, architectural photography assignments, gallery sales, art consultant representation and stock agency representation. Posters, cards, calendars, books, iPhone apps and ebooks are other potential sources of income.

Burney Falls

• I have invested a great deal of time and money in my website so that it has function, content and search engine visibility. My website is the main way people find my photography. I currently have between 3,000 and 5,000 monthly visits to my website. While that’s quite a bit more than the average photography portfolio site, I’d like to have 30,000 visits a month.

• I have worked to develop a fan base and name recognition through a variety of means.
  • • The advent of digital photography has allowed a vast number of people to become excellent photographers. There is so much great photography available that good photography alone won’t get you noticed. This is where a fan base, word of mouth and name recognition come in handy.
    • I spend a lot of time spreading the word through social media (blogging, Facebook, Twitter), press releases, branding, public exhibitions, contributing to online photography forums and speaking to groups and organizations. It all helps put my photography and my name in the eyes and minds of the public.

• I share my time and knowledge. I like to share what I know and I owe a lot to people who shared their knowledge with me. Many doors have been opened by my willingness to share. I don’t have any secrets and I reply to every photography related email that comes in.
  • • My blog, the Photo Cascadia blog, my Facebook page and Twtitter are places that I regularly share photographs, information, techniques and locations.

• I place a high value on my work and charge what I think it is worth.
  • • I have studied stock image pricing and negotiation as well as wholesale and retail fine art print pricing.
    • It is tempting to sell/license work for next to nothing just to get a sale, but once you set your standards and prices low, it is hard to raise them.
    • I consider my cost of doing business in determining my prices. It’s only a successful business if you can cover your expenses and salary.

Dawn Fire At Mono Lake

• I don’t take work that doesn’t help me toward my professional goals.
  • • Early on I took any paying job that required a camera. Eventually I realized that unless I planned to make weddings, portraits, pets or sporting events the main focus of my photography business then taking jobs in those areas was only taking away from the time I needed to spend establishing myself as an outdoor photographer.
    • At this point all my focus goes into just two areas of photography: outdoor/travel and architecture…and I need to spend more time marketing my architectural photography if it is going to continue being profitable.

So, I don’t think I have shared any great discoveries here, just some things that have brought me to where I am. Hopefully there is something there that helps you, motivates you or brings you to the realization that photography is best left as fulfilling a hobby. I’ll keep working at my own business and in another six years I hope I can share a whole new list of things I have learned.

If you have questions or helpful ideas to add, feel free to leave a comment or send me your thoughts.