How to Make Money from Photography

I have read, with great interest, the recent Internet articles regarding “How to make money from photography.” I have also read many excellent pieces of advice given by members of the industry that I have learned to respect and apply during my professional photography career.

The often cited 20% talent and 80% marketing formula for a successful photography business causes me some concern. As a 30+ year professional in the photographic industry, I would dispute these 20/80 percentages, although the accuracy of these numbers is not the reason for this article.

Any “talent versus marketing” percentages assume one basic premise that seems to be very much understated or overlooked in these discussions. Like any venture in life, to be successful, any photographer must first gain a mastery of his/her craft. This is much different from the “talent” referred to in the 20/80 marketing formula.

Mastering the craft of photography includes such critical factors as camera operation, depth of field, determining correct exposure (NOT auto mode), lens characteristics, lighting, flash use, the fundamental rules of photographic composition, appropriateness of color vs. b&w, tripod use, image file formats, a basic understanding of digital/conventional post processing, people/subject interaction skills, etc. — the nitty-gritty, get-your-hands-dirty, nuts and bolts of photography.

My concern is that those considering a career in photography might conclude that the phrase “20% talent” is an acceptable excuse for not mastering the fundamental building blocks of photography. A solid grounding in photography is all about reading, learning, practicing and gaining a credible amount of serious, hands-on experience. There is NO substitute in the industry for this most basic education. Lack of this understanding is spotted quickly by clients whether or not they themselves understand the craft of photography.

There is a huge difference between snap shots and photography that clients are willing to spend their hard earned money to purchase. “Why would I pay someone to take snap shots?” The first step towards elevating your photography to a paying professional level is mastering the mechanics, technology and theories of the art. It’s at this point that the “talent” of the photographer begins to emerge and shine.

So, in my opinion, the first question a photographer must be able to answer with a declarative “Yes” is: “Do I have a thorough understanding of and experience in the fundamentals of my craft?” and “Do my pictures reflect this knowledge?”

If the honest answer at this moment is NO, that’s not an insurmountable or unusual problem. It only means you aren’t ready at this time to start a business. All of today’s professionals have faced this question. Everything can be learned. It just means further time and energy must be devoted to learning and practicing the fundamentals of the career you are passionate about and want to enter.

If your answer is NO, consider enrolling in photographic courses, participate seriously in local camera clubs, avail yourself of free photographic educational material on the Internet, volunteer your services as an assistant to a local photographer who specializes in your area of interest, go to photo gallery exhibits, look at every professional photograph possible, ask for evaluation of your photography (from forums, local contests, etc.), and continue to practice the fundamentals until they become second nature.

You will get to the point when you know you are ready to take the business leap.

But we, as professionals, would be doing terrible disservice to you as an aspiring photographer, and to our industry’s public credibility, if we didn’t make it absolutely clear that mastering the mechanics and theory of this craft are essential to success. We also owe this mastery to our customers who rely on us to provide the best photography possible — regardless of the prices we charge.

If all this sounds like too much work, then you have chosen the wrong profession. Photography is hard work. If you are in the business for yourself, it’s a 24/7/365 job. Your photographic obligation to your customers is paramount. The business, artistic and personal satisfaction rewards of photography are unquestionably unique.  But the realization of these rewards is just plain hard work.

Throughout my career, I have made a point of helping any photographer seeking to make this craft his/her lifelong career. But, in every case, these apprentices, employees and students have been required to become fundamentally solid in the mechanics of photography. “Talent” emerges from this foundation.

So… myth or reality? The arbitrary “20/80” marketing rule becomes applicable only after you have demonstrated proficiency and are 100% confident in your mastery of the principles and mechanics of professional photography.

I empathize with anyone who is at this career tipping point. I also understand your apprehension. Make informed, educated decisions, and make them wisely.

And, as always, good luck.

Hub

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Sales & Marketing marketing, professional photographer