Sooner or later, most photography enthusiast
give some thought to "how to start a photography business."
Unfortunately, there are a 'few' challenges that "doom" us
to failure. One of the biggest challenges that we bring is our failure to make
the distinctions between our love of photography (re: our enjoyment and passion
for photography) and the business of photography (understanding buying and
spending habits of people that are photography customers).
For example, many of us think that because
our photography work is "so good," that we shouldn't have
that much trouble selling it. We, sometimes, mistakenly, think that great art
and photography "sells itself." Big mistake! Great
photography does not sell itself. In the business world, nothing sells itself
- nothing! Knowing this is critical to start a photography
business.
Our failure to make the distinction between
our passion for photography and our desire to be in the photo business is also
evident in how we try to tell people about what we do. For
example, photography customers don't care what type of equipment we use. They
don't care how many mega-pixels we have, nor how much our equipment cost us,
nor what brand of camera we use. Photography customers (current and potential)
want to know that we can, and will, produce the highest quality photography
work for them.
Think about it, the mechanics that repair our
cars don't tell us what tools that they use. The chefs in the restaurants that
we patronize don't tell us what type of pots, pans or stoves that they use. In
those businesses, it is already established what customers want and how best to
give it to them. In other words, other businesses do a better job of understanding
their 'niche.' In order to start a photography business that is consistently
successful and growing, we must be clear on what niche we are offering and how
to sell the benefits of our niche to the customers.
Another mistake that we budding photography
business owners repeat is failing to "specialize" (know our
photography niche) in what we do. As photography enthusiasts, we enjoy shooting
any and everything. As photographers, that's just fine. However, when we start
a photography business, we, mistakenly, try to be 'all things to all people' -
we take every photography job offered us.
One of the obvious problems with this
approach is our failure to recognize how it drastically cheapens the value of
what we do as skilled photographers, in the eyes of the customers. Mistakenly,
we want our customers (current and potential) to know that we can photograph
anything - after all, we're very versatile photographers! What
the customers actually see is that we're not "versatile
photographers," we're just someone with a camera that's
available to take pictures when they call us. Serious photography customers
(re: those that can afford to spend regularly) want to do business with specialists -
photographers that know their photography niche.
Successful wedding photographers are clear on
this, as an example of my point. Their 'primary' customer (usually the bride)
has dreamed about her wedding day for most of her life. She isn't looking for
a vesatile photographer. She wants a "wedding
photographer" that can make her 'look' as good, happy and
beautiful as she has been in all of her lifelong dreams of 'her
day' - her wedding day. There's a special skill to this type of
photography service. In fact, this niche has more to do with well developed
'people skills,' in my opinion. Successful wedding photographers that are clear
on these nuances are more successful in business.
Do your research.
·
Inventory
Your Photo Collection -
Take a look at your photo collections. Determine what it is that you 1.) shoot
the most; 2.) shoot consistently well; and 3.) enjoy shooting. Identify your
and categorize the photos into various niches, i.e. portraits, sports, glamor,
pets, children, landscape, etc.
·
Research
The Photography Markets -
Do internet searches using the words "photography niche." Also, use
the type of niche that you think your photos fit. For example, "event
photography niche," "wedding photography niche," etc. Also, a
good source to help identify some of the photo markets is "The
Photographer's Market." This is a book that is published annually and
claims to provide photo buying contacts and information. Online searches are
the most useful, in my opinion. Books by author and photographer, Dan Heller
are good places to get a better understanding of the vast world of photography,
without all the 'artsy-hype,' in my opinion. He also has a
very informative website - DanHeller.com
·
Identify
'Real' Markets -
Find out what type of photography (of your specialties) your customers
currently are purchasing. What type of photography is selling? At some point,
you'll have to 'balance' the realities of the different niches. There can be
some factors that aren't consistent across all photography niches. For example,
some niches require longer "workflow" (workflow is the post production
process of taking photos) periods and tasks than others. Higher quality
portraits normally require photo editing - which is time-consuming. Event
photography requires the processing, packaging and delivering (presenting) of
photos. True story: I went through my large photo collections and found that I
had a very large number of outstandingly beautiful flowers. I can't begin to
tell you my disappointment when I found out that there is 'virtually' no market
of photos of flowers - it seems that everybody has them already, everybody!
Lesson learned - identify 'real' markets.
Ten Tips To Assist You To Identify Your Niche
1. Identify specialties that fit your style:
2. Determine if you have the necessary equipment
for the niche
3. Do you have identifiable and specific skills
in this niche area - can you articulate them?
4. Who is your target audience
5. What type of photography do they purchase the
most
6. Where are they taking their photography
business currently - your competition
7. What will be different about your services
8. Does where you live support your preferable
niche
9. Is your niche 'stock photography' or
'assignment photography' - do you know the difference
10. What is the future potential and tendencies
of your niche
Fortunately, the internet makes this
information just a few clicks away. The information isn't difficult to find and
learn. Knowing your niche increases your confidence tremendously. Truly know
your niche - and your photography business will follow!
Article by Kalem Aquil
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