Browncoat's Guide to Getting Started in the Biz

Browncoat

Senior Member
Do you have dreams of making it big? Do you want to rub elbows on the red carpet or show up to your shoot for a Rolling Stone cover with a supermodel on each arm? Maybe you fancy some globetrotting on National Geographic's dime?

If you want to earn a living with photography, then read on...

The Real Deal

First, get all of the above visions of sugar plum fairies, riches, and fame out of your head. That's the most important thing to realize. The truth is, the vast majority of those photographers in the top tiers of this industry are not living lives of champagne wishes and caviar dreams. They're not cash poor by any stretch of the imagination, but the photographers on the national stage are working their asses off for what they have. Yes, they command higher prices, but with those larger fees comes a lot of overhead: travel expenses, rentals, staff, make-up artists, etc.

If your goal is to get rich, you might want to consider another profession.

The Short List

If you read no further, at least check this out:


  • This is a business
  • Minimize expenses
  • Don't get caught up in GAS (Gear Acquisition Syndrome)
  • Start your own WordPress-based website
  • Get some simple business cards
  • Network locally
  • Learn to light
  • Work for free

This is a business

I'm sure you've read it many times already, but it's the truth: this is 10% photography and 90% business. If you don't know anything about marketing or accounting, then get some help...or you will fail. Period. Most small businesses fail in the first year, that's just a fact. A great idea or a great product don't mean shit unless you know how to take it to market and turn a profit.

Create a real business plan. Banks require these for any business loan, and even if you're not taking out a loan, they're a great tool. Do it. There are plenty of free templates online.

Don't be an idiot and fly by the seat of your pants. Get insurance for yourself and your gear, create an LLC, and protect your family. If you're just running and gunning for cash, then you're not in business. You're just a schmuck tempting fate and waiting for something to get lost/stolen/broken, or worse. If you get sued, you could lose everything.

Take a small business crash course at the local community college. Network with business owners (not just photographers).

Minimize expenses

Sell that gas hog SUV you're making payments on and get a 1995 Geo Metro. Move into your parent's basement. Cut off the wife from her weekly manicure sessions. Say goodbye to Starbucks. And I hope you like Ramen noodles and canned beans.

Okay, that may be a bit extreme, but it's not far from the truth. You're never going to make it as a full-time photographer if you have to worry about paying a bunch of bills each month. I've seen a lot of guys get caught up in the lifestyle of being a business owner (not just photography) and fall flat on their faces. They get a fancy car, join the country club, take up golf, get locked into a huge mortgage, and spend money on a bunch of stupid shit just to give the appearance of being a successful business owner. Don't do it.

You're never going to make it if you give up your 9-5 salary job and think you're going to spend 40 hours a week or less on your business. You're going to have to work your ass off.

GAS

One camera, one lens, one light, one modifier. That's all you need.

I say this, having fallen victim to GAS myself...knowing that regardless of what I (or anyone else) say, you're going to do it anyway. Joe McNally uses 1 light. Zack Arias uses 1 light. So do dozens of other big names in this business. Keep it simple and to a minimum. It's very easy to get caught up in thinking you need XYZ to take better photos, and in some cases, that's true. Gear does help.

As your skills improve, you will start to notice the limitations of what you're working with. THEN you can upgrade. Don't melt your credit card and start buying a bunch of crap just because so-and-so uses it, or because you read it on a blog once.

Website

This one is important, and goes hand-in-hand with the business aspect of photography. Avoid common pitfalls by reading 11 Reasons Why Your Photography Website Sucks. Again, if you don't know what you're doing (or even if you think you do), get some help...even consider hiring a professional.

Make sure you have your own domain: mysite.com and not a subdomain like photoshelter.mysite.com or wordpress.mysite.com.

I'm a huge advocate for DIY. I don't like the gallery sites that sell your photos for you and take most of your profit. Interact with your clients and talk to them about prints. If they want the web gallery option, make them pay for the convenience of ordering online. Control the quality of your prints by doing it yourself.

Be sure to set up your email, also ([email protected]). Most hosting services offer free email accounts, and you can import this stuff into Gmail or whatever you normally use. Don't be a schmuck and have your own website with a Yahoo email address. It's unprofessional.

Business cards

This is a people business. You have to get out there in public and talk about your photography to every person you meet. Get some business cards printed and carry some with you at all times. Keep them in your car. Keep them in your wife's purse. Keep them any damn where so that they are always within reach. I've used Vistaprint for years, and have been very happy with them. Moo.com is also very popular. Both have templates so that you can design your own, or you can choose from their premade cards.

Don't put photos on your cards. You'll always take better photos, and wish you could put them on there instead. Keep it simple and clean:


  • Name
  • City
  • Website
  • Email
  • Phone #s (home and cell)

You can go all out with your cards if you want to. There are a lot of cool templates on the web with some really sweet designs. Plastic/transparent cards, folding cards, odd sizes and shapes, die cut, etc. Whatever you go with, make sure it's uniform with the rest of your brand.

Network locally

Stop taking photos of flowers in your back yard. Stop taking photos of barns, bugs, birds, and skylines. Get off your dead ass and get out there and meet people. Flowers don't buy photography services, people do. This is not a "if you build it, they will come" type of business.

If you want to be a wedding photographer, be prepared to set up a booth at bridal shows. Network with caterers and florists.

If you want to shoot local bands, head out to the clubs and bars. Talk to the bar owners and band managers. Ask if you can use the club during off hours for a photo shoot, and offer to pay a rental fee if needed.

Whatever your deal is, you have to go find clients. Some will come to you through referrals eventually, but you always need to take an active part in your marketing and promotion efforts. That's a much larger part of this business than the actual photos.

Learn to light

Seriously, guys. Don't be just another mediocre Facebook 'natural light' fake-ass photographer.

You are seriously missing the boat if you buy into the latest and greatest "trends" in this business and become a push-button effect photographer. Your goal is to build a sustainable business model, and those customers are going to look back 5 years from now at those washed-out over processed images and wonder what the hell they were thinking.

I got discourage with all of it at one point, too. Know what? I hated myself for selling out. Instead of buying into the hype and doing what everyone else was doing, I learned more about lighting and can now offer customers something that the competition never can.

Yeah, some clients will still want the trendy stuff. If you want to put food on the table, you have to do it. But also give them good, clean shots that will last forever. They'll thank you for it later, I promise. Not to mention, that over processed look does not win any points with anyone at the higher levels of photography. Photo editors and magazines have no use for it.

Do yourself a favor and learn about off-camera lighting.

Work for free

Yup, I said it. You have to constantly build and improve your portfolio, even if that means working for free. Some people just have that look, and you just KNOW they would make an awesome addition to your portfolio. It's worth it to you to do those shoots for free if you have to.

Be a 2nd shooter at several weddings before striking out on your own. Be an assistant. Use your family and friends for photo ops. Get a foot in the door.

-----------------------------

Above all else, be scared to death. If you're tiptoeing through the tulips without a care in the world, you're doing it wrong. This is a big deal.

Along with possible financial ruin, you could end up losing your spouse over a failed business venture. Happens all the time. Make sure your better half is on board and behind you 100% before you even think about doing something like this. Some of us are luckier than others here, but having someone in your corner sure helps.

Your family will probably support you, because you "have a great camera". Your friends will tell you that you're nuts...and they're right, you are.

Now get out there and be crazy.
 

Blacktop

Senior Member
This was a great write up, and I don't even have aspirations of becoming a pro.
I ran my own business (not photography related)) for 5 years, and this holds true for any business.
 

Rick M

Senior Member
Great write up Anthony!

One of the many pitfalls I see in other photographers is friends and family pumping them up too much. They are mediocre at best and everyone around them tells them their work is great, only to waste allot of money on gear and websites with no real sales. It's hard to tell people what you really think of their work, but you may save them a lot of heartache for doing so.
 

Just-Clayton

Senior Member
I have checked everything on the list except a website. I am actually working with a web designer to do his photos for his businesses. I told him eventually I would need him. As for doing things locally. That was my first check. I noticed postcards in of the area were crap. I had already bought my 3100 and I went to work. I made several postcards and 3 years later I now have a foot in the door selling my postcards(8 now) and prints.
 

Philnz

Senior Member
Great write up Anthony!

One of the many pitfalls I see in other photographers is friends and family pumping them up too much. They are mediocre at best and everyone around them tells them their work is great, only to waste allot of money on gear and websites with no real sales. It's hard to tell people what you really think of their work, but you may save them a lot of heartache for doing so.
So Very true.
 

Michael J.

Senior Member
I run for many, many years my own business and exactly this what you said is almost in every business the truth.

But one thing I would like to add: "If you believe it can be done do it, give it a try cos you will never know if it works or not and this is more terrible to think every time: ""Why didn't I try"".

One more, I didn't listen to others telling me why it can not be done. Now 20 years past I can say I did the right thing
 

Browncoat

Senior Member
And just to show that I practice what I preach...I just downsized my smartphone.

Yes, I'm aching a bit inside because I'm one of those tech nerds who likes gadgets. But, this was a long time coming. I switched to Sprint awhile back to get in on their much-advertised "Framily" plan with my parents and other relatives. Their network SUCKS...at least in my area, and I've hated every minute of it.

So, I finally pulled the trigger today and dropped it. I went with a cheap unlimited talk/text plan, traded off my smartphone and went back to Verizon. Dug an old phone out of my toolbox and got on a simple prepaid unlimited talk/text plan that is about half of what I was paying. No contract, no BS. I'll miss having the world at my fingertips, but all I really need is something simple. I have my tablet with me most of the time when I'm out, and with so much WiFi now, getting connected isn't really an issue.

A penny saved is a penny earned, right? Now if I could just get out of this !@#$ing car payment.
 
Top