After running a workshop on Anglesey in the late Noughties, I got chatting to a professional photographer from Somerset. Great guy, had a few beers and his main comments on his 20 years in the photo business were
- stock photography wasn’t worth doing any more and
- assignment pay rates had dropped and
- not to even consider going into photography as a career – it’s “dead on its arse”
At that time I was a reasonably well paid software engineer and was pondering what to do when we inevitably got made redundant by Lloyds TSB, who’d just bought HBOS.
Well with absolutely no experience in business and 7 years of shooting everything from cars to kebabs, October 1st 2010 hailed the end of my IT career – and then nothing…
The 10 things they don’t tell you
1 – The Nothing
There’s a lot of “nothing” after you leave your job. No bosses gives you work, no one except call centres offering free insulation, your mum or mates ring, no deadlines and generally nothing happens.
That is unless you make “something” happen.
If you’ve been employed, you’d always lie about being a self starter, working well alone or in a team – no CV is complete without such twaddle. But on day 1 of the business you really do have to be a self starter. No one will ever know you exist otherwise.
And if you stop for a moment – everything stops till you start again.
2 – You have no clients
You may think you have, you have probably done a few canvases, shot a dog or 2 – maybe your cousin’s kids and a few weddings have bought you that new camera.
But you quickly realise that those client’s walls are full, those weddings only happen once and those kids don’t need another photo for a year or 2.
These income streams are fantastic for amateurs wanting some more kit – but for all the bills, food, petrol and insurance costs, it just isn’t enough to survive on.
You have to find LOTS of weddings, or LOTS of families, or LOTS of people needing prints of you work – or if you go commercial, lots of business needing your particular skills. That’s a whole new kettle of fish….
3 – Dead Man’s Shoes
Believe it or not, there are other photographers out there working.
The chances the very people who you want to get work off are the people who use these photographers. Why would they risk changing a tried and tested photographer to use you?
It’s really hard to get into these places, people will say “why don’t you try schools”, without knowing that every school already has a photographer who does the job for them. Why would the school change?
4 – You will make no money
Possibly the most shocking thing they don’t tell you is that you will make very little or no money in year 1, possibly a little more in year 2 and if you are still in the game – year 3 may look rosier.
Do not consider starting photography if you like eating out, expensive drinks, holidays, prestige cars or regularly seeing your mates in the pub – unless you have a fortune stashed away or a partner with lots of cash.
5 – You really have no idea what to do
Write that business plan – everyone should go through that torture – read it every day.
Until you actually start doing something, you don’t know whether it will work, or more important, is something you’d enjoy.
You may start doing family portraits and going to people’s homes with a projector to do the “hard sell” on prints – invest on a Mac, projector and screen, only to find you detest kids or hate the sales part. Hands up, I did that, wasn’t for me… expensive experiment, though quite like the projector still!
You can plan all you like – but only when you “do something”, do you know whether it’ll work.
6 – Scary Networking
I now know it’s the most effective way of getting known and winning business – but at first, root canal work or watching TOWIE was preferably to “networking”.
You get your suit on, you get up a stupid-o-clock and go stand in a room of strangers who all look tired, and are already talking with their backs to you.
So you stand there, pouring coffee as the nerves kick in – what do you say? You are bound to make a dick of yourself? It’s hot in your suit – you feel your brow getting wet… GET ME OUT OF HERE!
Then someone comes over and saves you – only to launch into their sales pitch. Usually something where there’s no common ground too – it’d be ace were it a creative agency who need photos all the time.
(I’ll just add that after a few years you realise that everybody “knows people” – so you may not have a direct overlap with them, but you will with their network – so don’t avoid anyone, engage them for a while, they may be the link to your big break! )
7 – Everyone has 1000 ideas and knows better than you
It’s all well meant – people like to help. But you will hear the words “have you tried…..” at least 10 times a day for your first 2 years.
If you have any Bi polar friends, this can get amusing – I think on one manic night my mate came up with over 50 new business ideas – just wish we’d written them down as some were good.
8 – One person – 50 roles
So you know how to take photos, you can answer emails – but who
- does the Twitter campaign,
- manages the BLOG,
- updates the FACEBOOK page,
- designs the flyers,
- prints and distributes the flyers,
- keeps the website content up-to-date,
- takes all the calls,
- packs the kit into the car,
- cleans the camera sensors,
- charges the batteries,
- liases with the clients,
- does the shoot on time, in budget and to breif,
- Goes networking,
- Does the networking followups,
- sets up the lights on the shoot,
- fetches and carries,
- spends hours in lightoom and photoshop
Well…. it’s actually you. You do all of that – get used to being a polymath!
9 – How much do I charge!!!
Possibly the biggest thing they don’t tell you is how much you should charge.
How much do you feel your work is worth? Possibly an impossible question to answer – and even professionals of 20-30 years standing will tell you it’s still a struggle!
The truth is it can be a total nightmare to work out – you clearly need to know how much you need to survive and keep the business running, so you do all those sums and come up with your monthly or weekly amount, then price accordingly.
All well and good – then you get out there and your market aren’t biting… why?
It could be one of a million reasons – are you too expensive, too cheap (that happens… ), have the wrong shots on your website… you don’t know.
Do you have “priced packages” on your website – risking competition nicking them, or do you keep it “price on application”.
Do you go for a day/time rate?
Do you include editing?
How many shots do they get for their money…
If you’re thinking of going pro – start thinking about this NOW… do your homework, it’s not easy…. is your work as good as that bloke down the road who charges £750/day or are you only worth £300/day…..?
There is no definitive answer by the way…. I do a mix of packages and time deals, depending on what a client needs… preferring the simplicity and transparency of packages.
10 – Are you any good at photography?
Oh yeah – can you “really” take a good shot?
You can get so much positive feedback from your friends on Facebook that the actual quality of your work is lost in the drifts of electronic love.
How many terrible singers populate the early stages of X-Factor? They’ve all been told that they are amazing by friends.
Do you want to be that photographer – the one who’s been told by their 1500 friends that the un-level, blurred, poorly composed photo of that ugly boat was “lovely” or a “stunning capture” ?
I saw several of these in my first couple of years of networking – proudly clutching their blurb books of weirdly dressed children against white walls, or cringe-worthy and uncomfortable boudoir shots with white vignettes and spot colouring on the lips. You could see people across the room looking at them in shock – tactfully saying they were nice and trying to get away!
Now to make money, you don’t have start at day 1 matching the quality of £10,000/day photographers with £1000000 studios and teams behind them – but you need to be able to demonstrate, via your portfolio, that you can create a body of work with consistent quality and style.
If your work is “all over the place” style-wise, like we all are at the start, then you’ll confuse everyone. It is, after all, the style they are interested in – they want new photos to look like the ones you did for “Fred Bloggs” in your portfolio – so you should be able to recreate that style for them. it’s your visual CV.
What you will eventually learn is that “niche” is everything – a CEO I saw speaking said “get big, get niche or get out” – he ran the Co-Op and was called Peter Marks. Now finding that niche may take a while – so be prepared to deviate and change your plans till you find it. Be brave and stop doing the things which take ages yet bring in no money. Ask for help when networking – meet people for coffee… find out what’s hot and what’s not… or sound out your ideas…
You need to be able to use your camera like it’s an extension to your body – things like F-stops and shutter speeds are not instinctive and second nature, are you sure you’re really ready to stand in front of a CEO of a huge company and his team – especially if you’re not entirely sure how to set up lighting for their team shot?
Sure things go wrong, have you go the knowledge to recover most situations? If a flash smashes and you’ve only got 1 left, do you know where to put it to get the job done?
Phew – we got there…..
So there you go – 10 slightly tongue in cheek things to expect when you quit your job and start your new photography business. I’ll leave it to you to decide which bits are true and which imagined 😉
The truth is that you need:-
- to be a good or great photographer first, then you can concentrate 100% on the hard job of building the business. If you’re struggling to get consistent results in the simplest of situations, get practising and maybe go pro next year instead?
- need to be different or special – niche, niche, niche….
- money to fund the first few years – or live on a friend’s floor rent free.
- to be a people person to both win work and then to get the best from the people you photograph
- to love photography – really love photography – you will be doing it a lot, any doubts, stop now!
But most of all – and I hate to say this as it’s such a hideous chiche – you need that positive attitude keep you going when the “nothing” hits your or that client cancels….