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16 December 2015

Top tips for running a photography business

Turning a hobby into a business or turning a passion into a profession is a big decision and not the easy option to for those who want to ‘get out of the rat race’, or fancy ‘giving it a go’ because they are straight out of college with an A* in the subject...

Being a professional photographer means one of two things: you work for someone (although there are not many full-time photography jobs out there); or you go it alone, ‘freelance’ as self-employed or as the owner of a Limited company.

Whichever route you choose, going ‘pro’ fundamentally means getting paid to take photographs; and in an age where everyone has a camera in their pocket, it’s a tough business in which to be successful. Plus it takes time to build your portfolio, your client base and your commercial experience.

But there is the opportunity if you go into it with more than just a whim and a talent for taking photos. So, if you think you have what it takes, here are a few tips that might guide you:

Sam Lane Photography, Wedding photography shoot on the streets of London
Photo credit Sam Lane Photography

1. Be a great business all-rounder

It’s not just about taking good photographs, in fact about 95% of the time it’s about running a business. For sure you are the photographer (possibly the easiest bit?), but also the editor, the salesperson, the marketer, the planner, the accountant and credit controller, the business developer and the customer service exec. Having or getting a range of experience in some or all of these disciplines is the best tip of all. Working in a restaurant, answering phones or volunteering will all give you useful business/life skills you can apply to your business.

People buy from people and they are buying a service from you… it’s a lot more than just taking a few photos.

2. Decide on your direction

You don’t have to commit to one genre or have a special focus, such as being a ‘luxury wedding photographer’, but you should have a plan and this should include your overall mission, key objectives and strategy and, importantly, your financial goals. Work out what you want to do, what you need to do it, how long you think it will take and what money it will bring in. Pricing your work correctly is an art, not a science; you need to work out how hard you want to work to get the money in. Working for yourself means you have 100% control over how you spend your time and it is easy to work hard rather than smart – ever heard the expression ‘busy fool’?

Sam Lane Photography, Photography equipment example (Canon SLR Camera, Lens's, SD Cards, External Hard Drive and a Laptop)
Photo credit Sam Lane Photography

3. Market yourself

Make it easy for people to contact you. Simple business cards with your name, telephone and email details are vital and incredibly important for making and building contacts.

These days a photographer without a website is not a great comfort to a potential client who might want to check out your work - and there is no excuse when there are free websites and low-cost templates and tools out there. Get these basic marketing tools sorted before you go too crazy. Of course, social sites such as Facebook, Twitter and Instagram can be helpful, but they can be distracting and time-consuming. Ask yourself ‘Is your ideal client likely to be on Facebook?’ If not, then perhaps this should not be something you spend too much time focusing on. Beware of throwing too much money on marketing such as advertising, wedding fairs, competitions and the like unless you are really sure it is going to reach your potential customer base and drive your business forward.

 4. All the gear and no idea?

Avoid the shiny toys. You don’t need lots of kit to be a good photographer or run a successful business. By all means, have a plan and invest when you know you have a project or client that will justify the investment in specialist lenses, studio lighting, additional cameras, etc. But do spend money where it is needed – on your core kit, additional batteries, memory cards, card readers and editing software licenses. Also, you will need to have Public Liability and Professional Indemnity Insurance too if you want to be taken seriously.

5. Never stop learning

Every photo you take should be better than the last – it’s easy to take hundreds and let the camera make the majority of the decisions. You can always be better at taking photos: composition, controlling the light and capturing the moment. And consider asking other photographers for expertise and advice. Most of us are willing to share words of wisdom and I personally believe there is enough work out there for all of us. Getting friendly with local photographers you admire and respect could mean they will consider recommending you if they are booked up.

There will always be a need for a photo so whether pro or no, always give it a go!

Sam Lane, Sam Lane Photography, photographing a subject
Photo credit: Sam Lane Photography

About Sam Lane

Samlane Limited is a photography services company providing a full range of commercial and social photography. Owner and Director, Sam Lane, brings over 20 years of marketing communications experience to the business and enjoys the challenge of working with clients to develop briefs and deliver images that showcase their brand, products or services in the best possible light. Sam has worked with the British Library on several projects and has attended events and workshops in the Business & IP Centre to continue to develop her skills as a business owner.

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