First of all, view this FUJIFILM SPOTLIGHT VIDEO, shot last fall in the Smoky Mountains. It will help you understand a lot of what this article is about.
Before I even get going on this article, understand these two things:
1) DO SOMETHING YOU REALLY LIKE. If it’s photography — great! If it’s teaching — great! If it’s working in construction — great! Just love what you do. If you don’t, you will have a hard time succeeding. If you hate your job, change it. If you love it, keep going and get better.
2) GET GOOD…. you’ll be found. Forget fame and fortune. Leave the ego at the door. There are too many great photographers out there these days who work in different fields. The days of fame are over. Just get good and you’ll be found. Is there a favorite restaurant you like? You keep going back right? Why—because it’s good. Think about that.
Often the topic of making a living in photography comes up (for me it’s the Nature Photography end of the business). Today, there is a proliferation of cameras hitting the market. Lots of folks buy a camera, print a fancy business card, get a website and begin trying to succeed. Some find out, as I did, that it’s not that easy. I was fortunate to work alongside some well-respected “pros” who taught me firsthand what it took to make a living at what I do. Knowing what I wanted to do in the beginning and having a goal really helped. I received sometimes “to the point” as well as grueling guidance and much appreciated inspiration from folks like Bill Fortney, John Shaw, Galen Rowell, Art Wolfe and others. Later in my career, I have been privileged to get to know folks like Guy Tal, Michael Gordon and many more (and I mean many friends) via my workshops. They keep me going.
For those of you reading this, who may be in other fields of endeavor, might use this as a blueprint for really any business you may be considering. In addition, keep these thoughts in mind when you consider a service from me, or another photographer, if you think their fees are high.
Yes, there are photographers out there, and some rather competent I may add, that have other avocations. Some conduct workshops, some do art shows on the weekends for the fun of it. That’s OK. However, it has been my experience (after many years) that these folks, with a few exceptions, are not as competent as those of us who do this for a living, putting 100% of your time into your craft. Having said that, there are a lot more competent non-pro photographers now than perhaps even 5-10 years ago.
Try not to equate the ability of making a good photograph into being able to sustain a business. Please note that I did say there are exceptions. Many writers, musicians, painters, and yes, photographers have failed as a result of not paying attention to the business of their craft.
I am making an adequate living in the photography field as a workshop leader. I even sell some prints once in a while as well as other avenues of revenue in the nature photography world. I love what I do and love both being in the field as well as working in my office (well … office not so much—but it’s a necessity!). I do NOT count on selling prints as a part of my income to “eat by”. It’s too inconsistent … You can count on one hand the photographers who make decent living selling prints.
My 2019 schedule
It has literally taken 10 years for me to get to the point where my business is producing results. That would’ve be around 2009-2010. (Remember, not only do you need to produce business results, you also need to apply this to your photographic skills as well.) Remember Malcolm Gladwell’s 10,000-hour theory?
“The way to learn to do things is to do things. The way to learn a trade is to work at it. Success teaches how to succeed. Begin with the determination to succeed, and the work is half done already.” – Mark Twain, writer and humorist.
Yes-I do get to some great locations—left is Tassilliak, Greenland and the many Ice Caves in Iceland during our winter trip.
For example, this week has been all office/ business work. Accounting, filling out National Park & Federal Land CUA’S (permits that cost money). Numerous phone calls, creating new programs for my 2019-2020 workshops, new itineraries, etc. Writing this and two other blogs, social media entries, answering lots of emails, preparing for another podcast (Click HERE to visit the podcast website and subscribe with your favorite channel) arranging room discounts on workshops, dealing with rectification for Wilderness First Aid re-certification and CPR … and on and on. Evenings consist of processing images for clients, Fujifilm and more. You get the picture?
Ellen Anon, Rick Sammon and me judging a photography contest
Being “visible” to the photographic community is also important. Traveling to speaking engagements and putting on presentations is important. Building your reputation can also come under that 10,000-hour umbrella.
People who take my workshops often have no idea how much work I put into them and into my business. Many think… “Wow what a great life” … (and it is!) They think “He gets to take people out and teach photography in all these great places and gets paid!” Well… it certainly IS a great life, I’m one lucky guy. But there’s a lot more to it than meets the eye.
Do not take this writing as being negative. It’s just the opposite. It can be done. I’ve done it in a tough economy and a good economy. I also have a sales and business background. I combine that with my artistic background (I have a BA in music from Indiana University). You too can make it work. Being positive is half the battle. Your friends and clients will notice your attitude really fast!!
I once was teaching a workshop at Monument Valley. A young guy came up and asked if I was the leader and I said yes. He told me he wanted to be a pro photographer. I said that’s great. Then I asked him how old he was. He said 24. (I remember those days!). I asked him to show me some of his work. It was quite good. I asked him if he was married. He said no. I said good! I asked if he likes to eat in expensive restaurants? He again said no. I asked if he likes to get lots of sleep … he said no again. I then told him to go for it, put 100% effort in and learn from those of us who came before him just as I did. After he left, one of my attendees asked me what he wanted. I told him. He then asked if I told him the “truth,” that being a pro photographer was practically impossible. My answer came quickly, “Who am I to discourage that young man from trying to live his dream. For all I know he’s the next Galen Rowell or Art Wolfe.” I got back a strange look!
Be aware that many financial and personal factors should be considered when starting up a photography business.
Endless Paperwork!
1) You will need Federal Tax # ( EIN #) as well as a state business license. If you are planning on deducting your entitled allowances you need to have these. Also get a good accountant! Keeping good records is mandatory. ( TIP–Don’t think you can deduct all your travel and equipment in the beginning. You have to make some money before you can deduct!)
2) Insurance Certificate(s). It really gets me angry to know that in my (and others) estimation more than half the folks conducting workshops are not permitted by the parks, lands etc. that require a permit. To get a permit a lot is required: Paperwork, passing tests, and carrying a lot of insurance. Believe me, folks who take others out into no man’s land without insurance is beyond me. But they do. The parks really don’t have enough staff to properly enforce this and I get that, but I love when a ranger asks to see my permit(s)—happens less often than I like. Permits range from $200 – $500 per park annually. I just had to indemnify the United States of America for over 1 million dollars and hold the United States of America harmless!!
3) Remember when traveling you will have hotels, food, and other travel costs. Learn to keep an expense report for EVERYTHING–home office and on the road!
4) Time out of my office (remember out of office = making less $, being less visible etc.. less marketing time). In office generated the income!
5) Wear and tear on your equipment and your vehicle–yes, you’ll replace many vehicles. And oh yes—fuel cost.
6) THINGS COST $$$. You must have (up to date) camera gear of course, but you also need presentation materials, computers (I carry 2 in case one goes down), projectors, monitors, etc. And, oh yes — software — and MORE! It all adds up and quickly.
7) DO YOU NEED HELP? Over the years I’ve figured out what I am good at and what I am not. I added staff (yes, at a cost) but they made sure things looked more professional, changed the website and social media to be more user friendly and productive, got my SEO in order, developed an advertising strategy and more. I can take a photograph. I am not good at any of the prior mentioned necessities of business. I found folks that are. Yes, more money, but well worth it.
8) You had better have health insurance. How much per month?
9) Are you married? Have a significant other? For example, in August -December of 2019, I’ll be gone 103 nights. That’s after the 101 days in the first part of the year through June. Do the math. Would even half of that time work for you? You should consider that. I can list the famous nature photographers who have been divorced sometimes multiple times. Relationships are not easy. There is also a cost to that!
10) I like to drive, and I drive a lot. I have a great Toyota Tacoma and it’s a pleasure to drive down the road and enjoy the view. I also fly a lot. Lots of domestic and long international flights in coach take a toll. Cancelled flights, bad food, germy airplane cabins, crying babies take their toll as well. When people tell me “You must have a lot of frequent flier miles” I tell them I sure do. I earn every one of them.
YOU BETTER BE ORGANIZED
Yes, you’ll need to have a lot at your fingertips. Learn to operate your computer and software easily (especially your spreadsheets!)
My 10 Indisputable Truths About this Business, a summary
No matter what avenue you are moving towards, look to save every penny you can, without being foolish … sometimes you have to spend money to make money!
1) When you’re in your office you’re making money… when you’re out shooting, you’re spending money.
2) Profit is what’s left after everything is paid for (Thanks John Shaw for drilling that into my thick head!).
3) I know of few photographers who “make a living” selling prints.
4) As Dale Carnegie said, “Hard work and long hours are not enough to generate success. You have to have an organized plan.”
“Practice isn’t the thing you do once you’re good. It’s the thing you do that makes you good.”… Malcolm Gladwell
5) Decide if you want Fame or Fortune: Fame and fortune are two different things. DO NOT look at people in show business, athletes, actors, entertainment personalities, etc. as examples of folks with fame and fortune, if that is what you are striving for. These folks are less than 1% of the population when it comes to fame. Being rich and famous is the exception rather than the norm. It is easier to be rich, or famous, than to be both. Chose which road you want, usually the one most needed at this time. (usually financial) and work at making an income from everything you do, rather than deriving fame. Fame might come. Money (income to live), on the other hand, is needed to get a business going before anything else. Your debtors don’t care about your photography and art.
6) Before anything else, develop a business plan. Determine what you need to make as an average income per month to cover your expenses, and then divide that by 30 (30 days per month). Then you have a clear idea on what you need per day to survive. This can be scary and will cause many folks to give up and say “I can’t do this” on their first attempt. Often their second attempt succeeds!
7) Always look for opportunities, besides what you’re working on at the time Opportunities that come our way usually require added work as they come on top of everything else you are already doing. More work!! If you are not willing to work harder than you are already working, you can’t make these opportunities happen. And believe me, someone else will take advantage!
8) Be very particular on what you publish. Whether it’s a print article, social media or whatever… it will have your name on it, no one else’s. It’s about you and your reputation. Make sure everything is done to the highest standards possible. Your work reflects you! (I sure learned that the hard way!)
9) Become a marketing maven! Website, blog, social media, mailing lists, visibility, new looks to everything once a year (including your booth if you are doing art shows) is necessary. If marketing either is not in the forefront or is stopped for any reason, such as the time and financial investment, it is a big, big mistake.
10) Someone’s always out for your business. If you slacken up there are others ready to jump in and eat the carcass. Don’t forget that. The more successful you become, never rely on the past. Play the game like it’s the first inning and it’s 0-0. Don’t get a big head. You will know when your customers like you!
10) Finally, stick with it. Usually in the beginning you have many ideas. and they are often created quickly… and if (which is usually the case) success does not happen fast enough, you might get discouraged and flame out. You need to remain positive (not as easy as it seems) and proactive.
For example, websites that retain their initial “startup” look for years with no news, photographs or features do not create an atmosphere that clients might regard as one they would like to deal with. You need to keep mailing lists updated and continue to increase your web traffic daily. If you do art shows, consider changing the look of your booth from year to year. If your display booth remains the same every year, your customers (there are many repeaters there) might equate this with lack of success. Sometimes, when things get tough, marketing is the first thing to cut off quickly. Fortunately today there are many ways to stay visible rather cheaply. Writing these type of articles are one such way. Again, there are plenty of free avenues to market your product.
“I know the price of success: dedication, hard work and an unremitting devotion to the things you want to see happen.” – Frank Lloyd Wright, Architect
… and try and keep your sanity!—JG
All text and images © Jack Graham / All rights reserved
