If I want to know what camera to photograph with, I can do a Google search and find thousands of suggestions via blogs and forums. If I want to learn how photograph, the actual technical skills involved, I also have tons of resources at my fingertips and the library. I could even look for extremely experienced photographers to take a workshop with, workshops that focus on tangible, measurable skill improvements. Most importantly, I can keep shooting. If I want ideas for who/what to photograph, I can use my own ideas, review my past work, look at many portfolios, read books, watch films, listen to music, go for a walk, or my personal favorite, sit silently doing absolutely nothing somewhere away from home. But if I truly want to learn more--understand and improve the business of photography, where do I go--the 3-4 photography blog posts I see about it per week compared to the hundreds (even thousands sometimes) that argue over gear vs. vision, Nikon vs. Canon, PC vs. Mac, RAW vs. JPEG, Twitter vs. Facebook, blogs vs. newsletters?
Many photographers turn to older and/or more experienced photographers for help in understanding the business of photography. Many face insults, closed doors or guidance on everything except business. One thing that I have observed in forums from 2006 on Myspace (first social site I ever joined) till present day in a plethora of forums is often when photographers wants business guidance, they'll receive the response that perhaps their work is not good enough to have a business in the first place. Truthfully though, all photographers KNOW that the quality of work is not what keeps most photographers in business. That is a fact. It is stated and proven over and over. A great business person with average work will always do better than a poor business person with stellar work. And who makes the decision that the work is good enough to be a business? Other photographers? Are photographers going to truly wait until they are as good as Ansel to have a business? Probably not. Are the photographers advising other photographers that they aren't good enough to have a business as good as Ansel? Doubtful. The truth is there is a certain point where every photographer (who wants to be more than a hobbyist) feels they are of the level to move their passion towards passion and profession. A photographer has a lifetime for continual artistic improvement. A photographer does not have a lifetime to earn income, pay bills and make a living for themselves (and family, if applicable). That is needed now. And this is why photographers want to learn and develop business skills.
We can argue that some photographers aren't "good enough" to be making money or to be successful, but the truth is business is about business. And if this business was one where only the most talented with the best images were the most successful, the need for the personal brand might be a completely mute one. Many photographers focus on who they are over their work. That alone supports the idea that business truly is just business. No matter how passionate we are about the craft, and whether we are the most talented or the worst, if we want to learn the business, it should be a way to do so. Yes? (I've seen many people argue that it is better to get a business degree than a photography degree. At first it does make sense. But, I have many friends with advanced business degrees who are actually quite brilliant and still have no clue about photography business and find many of the issues that I describe to them to be perplexing and even annoying. So a business degree helps, but isn't the total answer. Even traditional education in other areas help, but isn't the total answer.)
I am still learning. Though I am not totally new to the art of photography, I am fairly new to the business but still learning in both areas. I have so much to learn. I love the learning process. So when photographers ask me business questions, I try to think of sources to refer them to for business advice because I am not at the level to give it to them yet. (I haven't been in business long enough or even alive long enough to be an expert in it.) But honestly, I don't have many sources for reference. And I am learning that other photographers probably cannot be my key resource for this. Truthfully, many photographers do not want to provide business information to other photographers.
So how do photographers learn the business, which for the most part involves the four components of: sales, marketing, communication and management? From what I have observed and experienced it involves various cycles of learning, trial, error, failure, reinvention, success, complacency, stagnation, failure, learning, trial, error, reinvention, success. I think most photographers want to learn how to be closer to a homeostatic (versus cyclical with sharp highs and lows) approach and experience in business--not absent of failure, as it teaches, but absent of prolonged stagnation and complacency. Absent of blanket confusion and complexity that is easily answered by true mentors who care and peers who share ideas. The pool of information is so small in this area that it's almost a vapor. A few sources have inspired me about business and not all of them are photography. New Media Photographer and Lighting Essentials (more than just lighting, Don gives great business info for commercial photographers but some is still applicable to personal consumer photographers) are, but Harvard Business Review, Seth Godin and my friends with advanced business degrees are not photography-related. I do absorb a lot of business information from many sources (much more than the aforementioned list), though most of the sources are not specific to photography as I don't find specific ones as abundant. I guess I hope that one day the resources for photography business information will be as vast as the blogs arguing over the fact that Canon keeps making cheaper dSLRs or articles that complain over free photography over and over and over. There really is more to the business of photography than the aforementioned and I hope to see those ideas become more available, widespread, and without judgment as the access key to receive this information.
Photographers need to receive fewer mixed messages. Photographers can fight to improve craft and then want to have a business and then be advised their work isn't good enough for a business, only to then hear what I mentioned earlier "a great business person with average work will always do better than a poor business person with stellar work." Because the truth is, happy clients, not other photographers, determine if they feel the photographer is good or even great. And that photographer may simply want to learn ways to reach and connect with even more clients. Most photographers that I know that seek to improve the business are still quite passionate about the art and simply want the resources, information, mentorship and opportunity to be passionate about and improve the business.
UPDATE 9/3/2010: This post inspired a good amount of conversation among enthusiastic photographers who actually want to share and educate photographers. How Do Photographers Learn The Business? Some Thoughts... by Don Giannatti had some good insights. He also hosted a LIVE event on Wednesday September 1, 2010 and answered excellent questions and gave focus to the matter.
Also, Craig Ferguson has a great business post in response to this post: The Business of Photography
Thanks for their input, guidance, time and kindness regarding the matter. So many photographers (including me) benefitted from their knowledge. I was educated on somethings, reminded of some things I already knew and inspired with some fresh approaches for the path of consistent improvement.
19 Comments:
The old way used to be assisting a photographer for a while. There aren't that many photographers that offer full time positions anymore (at least locally i find) and most will hire for day or weekly jobs from a roster of prior established assistants.
That leaves the rest of pretty much in a lurch to somehow figure out.
You can read all the books you want but access to an established photographer willing to answer your business questions as well as how to do the craft is worth its weight in gold.
Wish i knew what the answer was to help the transition these days.
I agree, direct practical information and help is gold compared to reading about it. But reading about it and trial and error is better than doing nothing or giving up, which is what some photographers have told me they are going to do. I've talked some photographers down from the proverbial "ledge" of jumping off and quitting it altogether. I really have. Thus I know the following:
1)Larger more comprehensive sources of business information and assistance is needed--large as the ones that we can find on concrete things like gear and even abstractions like creativity and vision. The fact that more resources exist for abstractions than concretes like business is fascinating to me. Business has "best practices" and art does not, yet business information is scarce compared to other aptitudes in photography.
2) Reading and experiencing might be the only things available as how you have mentioned the "old" way is gone.
Thanks for reading Benoit, I always value your feedback.
Best Business Practices for Photographers, Second Edition by John Harrington
http://www.amazon.com/Best-Business-Practices-Photographers-Second/dp/1435454294/ref=wl_it_dp_o?ie=UTF8&coliid=I1QB16Q3DVY18R&colid=2297NH6X3PZM
This is by far the best book I've ever read about the business end of photography.
True its better to try than do nothing.
That was one of the big reasons for returning to school in commercial photography two years ago.
1- Build a new network of folks in the industry.
2- Hopefully get some education as to the business side.
I feel cheated a bit on both counts. On the first count it may have something to do how i view things.
I did find a lot of my peers scared of the competition from fellow photographers which is silly since we have different personalities and talents and visions. Suppposedly what we need to be selling but the human beast is a strange bed fellow. Viva le lizard brain and its fear mongering.
On the second count though i can blame the school. The business classes were woefully inadequate barely scratching the how and not covering the why as well as it should be taught. I also found that each teacher would tend to have a single or a few chosen ones that they would help more out on the business side. As always i found myself playing the role of the outcast.
At least the craft was well covered, though i might have a few suggestions should they ask ;)
So that leaves back where i was originally two years ago. I've read so many books my brain feels like its been deep fried and then left for the grease to congeal around my lobes.
Maybe we need to start a 12 step program ... P.A. ... Photographers Anonymous. lol.
I guess the proper way to see this lack is to think of as possiblity to start a business venture to cover this lack or a book at the very least. It is definitely an opportunity for the first one out of the gate.
As always a pleasure Trudy.
Thanks Jim. That book came highly recommended to me.
Benoit, that sucks that you feel school didn't fill those holes as far as what you wanted to know about business. Don't feel bad, I have friends with MBAs that still have tons of questions about photography business.
Trudy, are you and @wizwow on the same wavelength today? :-) http://www.lighting-essentials.com/ten-myths-of-professional-commercial-photography/
Here's my opinion for door #3 in getting business info if we're not able to get it from school or get it from another established photographer. While photography is an art, as a business it's fundamentally a service business. Get to know and talk with other entrepreneurs who run other kinds of service businesses. Many bottom line business principals are the same and apply across many industries. In fact you might even be able to find someone in another non-competing creative field where you can get ideas that can apply to your photography business as well.
People often don't like to hear this, but marketing and presenting yourself and your services are ultimately going to be what sets you apart from the crowd. If you learn proper marketing techniques, you'll be on the favorable end of the business bell curve.
Chris, I disagree...I don't think people "don't" want to hear that, they simply want to know how and know what is effective. You mention "proper" marketing techniques and people want to know that more thoroughly from photographers who are completely honest about business.
Your suggestion about talking to other non-competing creative professionals is EXCELLENT and I will do that. Thank you!
I'm not really sure why there are some photographers that dodge the business-related questions. Is it because they really don't have the answers or is it because they don't want to give away any 'secrets'? For me, I'm willing to share everything I know - photography or business related.
There are many resources available to photography with regards to business, but there is often a monetary hurdle to cross in joining organizations such as WPPI, ASMP, PPA, etc. When you add up all those memberships, it can get very expensive in no time at all.
Like you, I too would like to see more photography business information available in the form of blogs or podcasts that photographers can call upon to help them build their own businesses.
In the mean time, reading material from business and marketing gurus like Seth Godin and Gary Vaynerchuk will give you a lot of great information to help make the business side of things more productive and effective.
Great post Trudy!
Stephen
Sadly I find that a lot of the "seasoned" photographers who know the business well seem reluctant to share the information with those who are thirsting to learn. I am not sure why, but I have encountered this time and time again. Photographers seem to be very protective of their knowledge of the business and it makes me wonder if they see up and coming new photographers as threats to their own business?
Thanks for the comment Stephen. I agree that business presences and information in fields outside of photography specifically can be interesting. Seth Godin has really flipped things around and upside down for me in a good way.
Raychel, the thing I find interesting is many season photographers share everything EXCEPT information in this area. Honestly, I do not find interest or need to watch a photographer photograph someone else. That does nothing for my learning and has more to do with them building their own audience. But if they sat and actually chatted about these business complexities so everyone could learn, that would be more helpful. I never care to watch photographers behave the the capacity of celebrities with "shows" but truly educating on this specific matter. The craft and ability area is a really personal quest that must be developed as well so to be clear, I don't suggest that learning craft and art and expressing creativity and passion and vision are irrelevant. Just for now I am chatting about BIZ. Art is always on the brain.
This was a good post, but I read things like it every now and then and get the feeling that the problem isn't being defined clearly. 'Business,' yes, but what aspect of business?
It seems as if the 'back-end' of a photography business wouldn't be any different from any other individual enterprise. You've got to know the legal requirements, you need to be able to determine exactly what it's costing you to be in business (boh on an ongoing basis and incrementally) and you need to be able to keep track of your cash. I wouldn't think that knowledge would be hard to acquire -- do community colleges offer 'business math' classes anymore? -- but maybe I'm mistaken.
The other thing with which photographers seem to struggle is not so much HOW to do business, but with WHOM -- in other words, how do you recruit customers? -- and I can understand why seasoned photographers WOULD want to be stingy with this knowledge. Even if they have all the customers they want now, that could change tomorrow, and they might wish they had kept their prospects to themselves rather than sharing with someone who now is a competitor!
Ranger 9, in response to your comments....
"This was a good post, but I read things like it every now and then."
Where are you seeing these posts? Most people refuse to discuss their feelings, questions or uncertainties regarding business. Please provide links of similar posts...I would be interested in reading them.
"and get the feeling that the problem isn't being defined clearly. 'Business,' yes, but what aspect of business?"
I think I clearly stated what areas when I mentioned this "So how do photographers learn the business, which for the most part involves the four components of: sales, marketing, communication and management?"
"It seems as if the 'back-end' of a photography business wouldn't be any different from any other individual enterprise. You've got to know the legal requirements, you need to be able to determine exactly what it's costing you to be in business (boh on an ongoing basis and incrementally) and you need to be able to keep track of your cash. I wouldn't think that knowledge would be hard to acquire -- do community colleges offer 'business math' classes anymore? -- but maybe I'm mistaken."
Business math? You think that is what photographers are looking for or what I am in this article? I also stated "I have many friends with advanced business degrees who are actually quite brilliant and still have no clue about photography business and find many of the issues that I describe to them to be perplexing and even annoying." I have ffriends with MBAs, which is a lot higher than the average CC course who find many of tthe issues perplexing. This is not an issue of taking college courses. I have degrees, my math skills are excellent. That is not the issue.
I DO agree that it is similar to other businesses and as stated above in previous comments, I am interested in hearing what other creative professionals in other industries think and have started talking to them, at the suggestion of the comment by Chris Horner.
"The other thing with which photographers seem to struggle is not so much HOW to do business, but with WHOM -- in other words, how do you recruit customers? -- and I can understand why seasoned photographers WOULD want to be stingy with this knowledge."
That's fine. That proves my point then so the whole point of photographers not wanting to share information and cooperate is now moot.
A photographer interested in helping others and not "afraid" of competitors, Don Giannatti will be discussing this tommorrow, answering some of the unanswered questions regarding the business and clarifying some points so most of the unanswered things will be answered and discussed. So, I'm all good. :)
Thanks for reading.
Great post as always. Thank you for mentioning NMP.
I think the proof is in the analytics. John Harringtons blog is excellent. His book is great.
With hundreds of thousands of people wanting to make photography their business why is it not competing with the other major photography blogs for super high traffic?
I can say the same for the NMP podcast/blog. We have a great community. But, I know if I focused on composition, lighting and the equipment it would be ten times the size.
Photographers like to photograph.
I went to art school and have a BFA in photography. I didn't take one business, accounting or marketing course to earn my degree.
The business of photography is like exercise. You know you should do it for your longevity, but most do not.
Rosh
Thanks for reading Rosh and NMP does rock!
Good point about Harrington. I like his blog a lot and will be reviewing his book soon.
My degrees aren't in photography OR business. So it's been a lot of hands on learning there. I studied people/behavior. And since we are in the business of people, in essence (most photogs are) it's been helpful all that I learned. But to sharpen business acumen would be great too!
True...photographers like to photograph. I know I do. hehe. But we shouldn't be absolutely bonkers terrified or bonkers selfish to discuss biz.
Excellent quote on the end there. Thanks for reading. :)
I recently decided to go fulltime as a photographer and learning both the art and the business (Sales, marketing, communication and management) has been a challenge. I have local photographers that are resources. John Harrington is in my area if I could get some of his time, would be great! All too often I see and receive critique on what settings I use, how to improve a photo's composition, in addition to "you're not a real photographer if you dont have a studio," - "if you have never been published in a magazine then maybe you're not ready for the real photography world," - "Sure, you can be my assistant. I will not pay you but you can carry my bags and setup the lighting...maybe I'll have room for you to do my intake paperwork."
I believe in community. If we have a circle of friends we learn more and give more. When it comes to asking questions like, "What billing software do you use?" or "Is it better to charge a client for shooting time and make them pay for the photos separate?" this leads to "Mine, mine, mine." In the end, as John Harrington points out in his book, blog and posts on Blackstar: if we keep seeing this photographers end up cutting the throat of other photographers and we all get sold short (on business, clients, art, money and learning).
I'm very thankful for your post and knowing that I'm not one of a handful looking for these resources and being met with mixed signals.
Thanks for reading the post Nakeva and glad you found it helpful.
Trudy, thank you. Great post.
Your posts is touching subject, that so often is being skipped or simply avoided. I don't understand fully why... But it's so important.
I hope things will start changing and eventually we will see more resources available to learn how to run photography from the business side.
Too good and wonderful post that is too useful and important, Thanks.
Glad the post helped you!
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