Marketing and Business for Photographers: Top 10 posts of 2022
Looking ahead to a New Year! Photo courtesy of Steve Gerrard Photography.
I started this website/ blog in 2018, buried under blankets on my couch, sick beyond anything I’d ever encountered. I could barely work my part-time job at a local nonprofit, and was turning wedding clients away. About 6 arduous months later I would be diagnosed with Crohn’s disease, but as I tried to manage between medical visits, tests and being barely able to even leave the house to do any of that, I languished for hours at home, my mind racing but my body unable to keep up.
I found myself on Facebook late at night, endlessly scrolling as my health issues kept me awake. I found myself answering a ton of marketing questions on photographer forums - before, I had been too busy to notice that so many struggled with it. And when I had done this over a course of weeks, trying to find a previous thread to copy and paste some of my thoughts to a new question, I wondered why I didn’t just write the advice that I was giving into a central spot. I was receiving amazing feedback that my responses were helpful and easy to understand, so I first created a Wordpress blog which eventually led to this website. I also created a Facebook group so that members could specifically talk about marketing and now we are about 6400 + members! Even when down and out, I found a way to be productive, and it actually helped me in my healing process to focus on something positive that I was able to do.
I appreciate everyone who has supported Marketing and Business for Photographers, and it makes me happy that I’ve been able to help many. When I left my career in marketing, I thought that was the end of that chapter for me, that I was out of that field and left it behind me for new things ahead. And now I am grateful that those marketing agency years, some of them very challenging and very demanding, are of value to transfer to an industry that I absolutely adore. Over the years I have received such positive feedback and love from those who found help from my posts, the Facebook group and through my paid guides and services, that I know I’m making a difference in helping others find success in their photography careers. What a wonderful gift to have sprung from a dark time in my life, proving that adversity can make us stronger.
2022 was a recovery year for many of us, after some tough years of government restrictions and protocol, our own health issues of those of our loved ones. But, we still did the work and I’m proud to say that I tried very hard to keep things going by blogging regularly.
Here is a list of the top 10 blog posts of 2022 as determined by the brave marketers who have visited the site. If you haven’t already taken a look, grab a coffee, tea, or beverage of choice, and read on for some inspiration to bring you into a new year.
The 1-word swap that can create a seismic shift in your photography business
I wrote this post just on December 1, 2022, just a month ago, but it seemed to make a big impact as it was also shared a few times in some Facebook photography groups. I think it’s an idea that can help you think differently about what it is you do, and who you are. And in fact, that while those things are related, they are not the same thing. You are a person, human, artist, and you have a business. Read on to perhaps cue your own seismic shift!
“Pay what you can” photo sessions: Yes, or No?
This post is one of my first ones back in 2018, but over the course of the year, it’s been increasing in activity. When I review my SEO keywords, the phrase “pay what you can” is coming up as a top search. This post didn’t make it into my last top 10 (for 2020, I skipped 2021 as I was travelling) so it piques my curiosity that this topic seems to be growing in popularity. In any case, I’m glad it’s getting traction because often when we lack clients, we tend to do knee-jerk things that we think will get us business but without enough thought to the consequences down the line. Read on to find out why you always want to be the master of your own fate.
Tips on running portfolio-building model calls
I’m so glad this post is popular because I see so many photographers posting about how their model calls don’t work - families arriving in mismatching outfits, spouses who are wearing ball caps, models who pull their releases, etc. There was some feedback on a post that a poster said she wanted to keep things fun and not suck all the air out of a model call by making it so business-like as I talk about in this post, but ultimately I think that a solid foundation of being well-organized and clear help it be more fun. Once you get all the ‘business’ stuff out of the way and confirmed, then all there is, is the shoot itself. Chaos and un-fun things happen when expectations weren’t clear, when people show up late, not at all, or not to specification. So, I stand by this post! I’m also planning some model calls for February and March and will make further posts as I have even more ideas to share on the topic. I’m calling them “portfolio expansion” calls, as I’m not a new photographer looking to create a portfolio, but a seasoned one that that is looking to expand creatively. There are some unique challenges for those already established versus those just starting. Look out for more on this topic this year!
Prices on the website: Who are they really for?
This post was in my top ten, and actually in the same position as in 2020! It has some weird consistency but it’s important because revealing all, some, or no pricing continues to be a highly discussed topic! This post isn’t just about whether you should show all prices on your website, or show none, or show some. It’s about making you think about why you might decide to do it, whichever way that is. Price reveal is actually a significant part of your sales strategy, so really should be considered well beyond the black and white decision of yay or nay. The question shouldn’t be which one, it should be “which will be the most effective in booking the clients I want to work with?” It becomes about your client, not you and what you like when shopping. You are often NOT your client.
Value Proposition: the trap of General and Generic
If I had a dime for every single photographer website that I still come across that has a version of “capturing memories,” I could probably retire from both photography and marketing education for photographers! But I mean this with kind jest; we were all there. But we don’t have to be, especially once you’ve read this post. If we all capture memories, it doesn’t help a client make a decision because who you are and why you capture those memories is important information that is lacking. Clients want to work with someone with whom they resonate and connect with and you have to tell them these details to help them decide to hire you. Read on to find out why Nike’s tagline will never be “We sell athletic footwear.”
3 costly mistakes in creating ads for your photography business
I’ll be posting a lot more in the coming year on designing effective ads, as it seems an area of struggle for many photographers. I often see ads that have too much information, not enough relevant information, aren’t on-brand, and don’t tap into client’s emotions. They are usually an afterthought to planning the event/ theme itself, without the recognition that it a critical part of selling that product. Especially if you’ve paid for ads, you want them to do their job!
Why cheap photographers are powerful, and what to do about it
It still amazes me that when I come across a post in a Facebook group about a low-priced photographer or a saturated area, there are hundreds of comments. In a world where attention is a more valued commodity that money (because it means more money!) it’s surprising of how we give it away to things we don’t like or don’t want. We stare at the sun and never into the mirror (thanks Taylor Swift!) where staring at the sun blinds us constantly from where our attention should be - firmly on ourselves in that mirror. Imagine if in 2023 you ignored all cheap photographers in your area and took all that time you would have ruminated over them or posted in groups to commiserate and used it towards you. Where might you be at the end of the year? Light years from them?
Another oldie but a goodie. A SWOT isn’t sexy, but it should could be if it helps you book you clients. It’s one of those backend activities that are foundational to your business. I don’t see them often referenced in this business at all, but such a great tool to assess where you shine, or what is changing and shifting around you. This is a helpful tool for planning - do one in January!
When are you ready to charge as a photographer?
When I see answers to this question online in groups and forums, the photographer posts a few images, where that isn’t nearly enough to answer the question. And most answers are “your work is beautiful, yes!” which also isn’t helpful if that work represents happy accidents that you had no idea how you captured. There are some critical questions involved in assessing if you’re ready and you’ll be better prepared to start if you can answer these questions with honesty and clarity.
Are you everywhere but feel nowhere with your marketing?
You do a lot. This, that, what this person does, what the other person does. But you’re a hamster that keeps spinning in the wheel. There are plenty of tactics out there to market yourself but the glue that holds the business together is your unique recipe of tactics. One person might be a Pinterest guru, booking every top-dollar job, but it doesn’t work for you. Maybe they’re at a different level in their business, maybe they took a bunch of webinars on Pinterest success; maybe they love it and care for it over all their other marketing channels. This post is about discovering the RIGHT combination, not just any and every combination. Leave the hamster wheel!
There is my own seismic shift that is happening for this website in the early part of 2023. A full re-brand and identity that I hope will make it even easier to share marketing and business information in a way that is digestible, accessible, empowering and energetic. I want you all to thrive and succeed in your dreams, because your success lifts all in your industry.
Wishing you all sparkle and shine into this beautiful new year!
~Lucy