How to Become a Professional Photographer and Build a Successful Photography Business

When choosing a name for your business, think about long term growth. This was advice I was given when I first started that I ignored. I have a difficult first name to say and spell. A high school senior once said to me, "you photographed my friend but we couldn't remember your name." Ouch! Well, there goes those word of mouth referrals!

When you name your business after yourself, it can make it slightly difficult later down the road if you want to bring in other photographers as employees because clients always want who the business is named after. If you don't ever have any intention of bringing in associate photographers to shoot for you (very common with wedding photography), building a team, or one day passing your business onto someone else, name your business after yourself! 

Choose a name that isn't too long, think about website link names and finding you online. Choose a name that reflects the type of clientele you'd like to attract. If I wanted a more upscale fine-art women's modern portraiture studio, I would avoid something that sounds appealing to families with small children. Opposite if you want to appeal to families with littles. You can think of a name more whimsical. 

Use Whois to make sure the name of your business isn't already taken:

https://www.whois.com/ 

There are a few important legal steps that you need to do that only have to be done once. Some you will need to do more regularly. 

• Decide if you want to be an DBA, Corporation or an LLC. I'm not a tax expert so do a little research and ask an accountant what works best for you. If you want to be an LLC , you will need to file yearly which is about $500. If you don't want to figure out the in's and out's of how to file for an LLC on your own, there are many companies online that will file for you for a fee. One company is Legal Zoom.

• You will need a Federal tax ID number called an EIN

           Apply for an EIN

• Register with your state as a tax payer. In Massachusetts the site is called MassTaxConnect.

• Apply for a Sales and Use Tax Registration Certificate. This is the certificate that you will need to collect sales tax. It is also the form you need to give to print labs so you don't have to pay sales tax twice. You will need to display this certificate in your place of business. 

           Massachusetts Sales and Use Tax info.

• After you have your EIN, you will need to apply for a Business license from your city. Contact your city's town hall.

• Take your EIN and business license and open up a business checking account at a bank of your choice. You will always want to keep your private money separate from any monies incurred from your business. It's just a healthy habit to start this right away. You will also need to set up a way to collect money from your clients on-line or in-person. You can use Square or business PayPal and will connect this account to your business bank account.

• Business Insurance: I cannot express the importance of having business insurance enough. Many locations and venues will require a COI (Certificate of Insurance) for permits. You will also want to make sure your equipment is covered. 

          The best resource to start with is PPA. You can also go through many other insurance companies such as Package Choice.

• Permits: always make sure if the location of your session requires a permit. Always. Most State parks require a photography permit. Nothing is more embarrassing that being asked to leave in front of a paying client if you haven't secured the proper permits. Make sure to do your research to see if that park, field, Christmas tree farm or barn needs a permit. Permits can be for one day, a couple hours or a year. They can range anywhere from $25 to hundreds of dollars. Never shoot on railroad tracks and always get permission to shoot on private property.   

• Contracts: do not, I repeat DO NOT, photograph any sessions without a contract with your clients. Even if it's a free model call, they need to sign a model release. More info on Contracts under "Building Your Team" but TheLawTog is an excellent source for contracts. Always have them double checked by a professional in your own state. 

Decide if you want to be what's know as a "Shoot and Burn" photographer or an all-inclusive photographer using a model that's called IPS (In Person Sales). This is a huge debate in the photography world. 

A Shoot and Burn photographers focus is digital images, ease and limited client interactions before and after the session. You shoot the images, do the retouching and deliver the images typically through an online gallery. There isn't any additional sales sessions. Metaphorically hands washed, client experience is done after delivery of images.

An IPS photographer nurturer's a relationship with their client. They are finding out what their client would like to do as far as printing and walking them through how to best display their images. This model focuses on providing the client with printed art work. 

So ask yourself which you prefer, shoot the session, deliver and leave it to the client to figure out how to print. Or providing your client with printed products to choose from during an ordering appointment. 

Both can be profitable if done correctly. 

I can't stress the importance of education enough. And not just once and done, but continual education throughout your career. Style's change rapidly in the photography world, it's very easy to become outdated or miss out on advantages of new technology if you aren't always learning. What you are shooting today shouldn't ever be the end goal. It should be the absolute best you can do now but always be learning new skills and techniques.

There are many choices now days when it come to photography education. Photography is one of those fields that there isn't an educational standard required but the work you put into learning and education shows in your art. The more knowledgable you are, the better you will be able to create beautiful and sellable images.

There are clients for every price bracket of photography. Usually the higher paying clients who value photography have a sense of what is "good" and what is lacking. They may not be able to put a finger on what it is that makes that image better than others but it's generally a Photographer trained in lighting techniques and posing. 

There are degree's in photography from Colleges and Universities. These come with high tuition fees that can take years to pay back. However, you gain a ton of knowledge all in one place, a set of curriculum that is laid out for you and you get exposed to a wide variety of knowledge in a specified timeline with deadlines, assignments and exams to test your knowledge.

There are also many online courses as well as in-person workshops. You can even hire another pro-photographer as a mentor if that is something they offer. I will say, being a college educated photographer I've seen some subpar work from other photographers with the same level of training. A degree doesn't guarantee that your images will automatically be amazing. No matter the level of education, you will still need to put in the hard-work of continually learning, continually looking at your own images and seeing how they can be better. Like with playing an instrument, you only get better when you keep practicing! 

Education resources: 

Contact us at Jenee Cook Photography to get on class and mentorship waiting lists!

Creative Live

SLR Lounge

New York Institute of Photography

Adorama (Tons of content on YouTube as well)

PPA

RISD

Check out local camera shops to see if they are hosting any in-person classes. Also, look into your local chapter of PPA. 

When I say to think about a store that has a big red bullseye and the employee's wear khaki pants and a red shirt you know exactly which store I'm talking about.

The color red that is used in their logo, on their bags and packaging, on their website, apps, and in tv commercials is always the same. The text that they use is always consistent as well. Even their gift cards have the same consistent logo, color and text. 

When building your photography brand, follow the same pattern as these well established stores. Choose colors and text that is consistent on all product packaging, business cards, signs, flyers, handout's, ANYTHING that represents your business. 

When I'm ordering product packaging sometimes I run into supply issues that can tempt me to deviate from my brand due to convenience. Some examples, my supplier only had in stock a matte black box instead of my normal glossy black. Once they had a torn edge envelope instead of the clean line one's I usually get for my prints. I accidentally used sliver instead of shiny sliver for the embossing text on my packaging. It may not seem like that big of a deal but you are building a brand and an image. When someone see's your packaging, business card, logo, you want them to recognize instantly that it's YOUR company. 

Always ask yourself: Does this align with my brand? If it doesn't, don't buy it!

Who I love for business supplies:

Moo

Rice Studio Supplies

• Business website:

          You will need to register your domain name. Some popular ones are GoDaddy but do some research to find the best fit for you! Next, you will need a hosting company. There is Wordpress, Squarespace, I personally use Photobiz.

• Business email: an email name that is the name of your company shows professionalism. I pay for my business email through Photobiz but you can do one through GoDaddy or other web hosts.
• Business Facebook: you will want to set up a business manager. This will allow you to run ads and keep track of analytics. You will be able to connect your business Facebook account with your business Instagram account. It will also give you a Facebook Pixel that you will install onto your website. 

Social media is the new portfolio. This topic requires many other blogs but just get started. But just know to post your BEST work, the images that represent what work you WANT to do. There are many times I do projects that never hit social media just because those are not the target clientele I want to attract. 

• Pinterest: Any way you can get your images out on the web and noticed is a good thing. I'm not a Pinterest expert but know there are many photographers that are able to attract clients using this platform. 
• Google business: it is very important that you set up your Google Business account. When clients search for you online this is how they will be able to see how to contact you, any customer reviews, business hours and policies.  
• Gallery Delivery: you will need a way to deliver your clients their digital images. I use Shootproof. Shootproof has a ton of features. You can link it to professional prints labs and your clients can oder prints right through their galleries. They also let you do invoicing and email campaigns. 
• Email Campaigns: for sending clients email newsletters I use MailChimp

• Editing Software:

The Adobe Suite is the industry standard for editing but there is also another software called CaptureOne that is pretty amazing. 

I recommend starting with the Adobe software of Lightroom and Photoshop using their free trials. To master pro-level editing software will be a process in itself. Search out classes because your knowledge of editing is a major factor in the quality and appearance of your images. 

• You will need software to track your bookkeeping. A common one is Quickbooks. 
• Customer Relationship Management (CRM)- you will need a way to keep track of clients information, their projects, a way to deliver contracts, invoices and request payments. I use 17Hats . 17Hats also integrates my bookkeeping so I don't need to purchase Quickbooks.
• Album Designing and client proofing. I use Fundy Designer

Equipment! Why a lot of Photographers get into the game! There are some that just live to know all the specs of the latest camera's and lenses. 

My word of advice with gear...slow down and buy quality. People always ask me for advice on camera purchases. I really only know the pro-level lines of Nikon and Canon and even those change every year. The camera bodies are constantly being upgraded! 

Cameras:

Where 5 years ago DSLR camera's were what was expected for a pro-photographer, many are now switching to a mirrorless system. Research which are the latest at the time you are reading this. Equipment changes SO fast. 

When you choose a camera brand, you typically marry that brand. Because lenses are interchangeable, you will hold onto those for years and upgrade the body itself. Do you research as far as which brand will give you what you need for the style of photography you shoot.

There are full frame and crop sensor DSLR's. If you are sticking with this type over mirrorless, generally you will want a "full-frame" sensor. They can handle dark situations better and you don't have to worry about figuring out crop factor with your lenses. 

Lenses:

Again, my word of advice is buy quality. "Fast" lenses are going to be more expensive but the quality you achieve from them is worth the investment. Lenses are one piece of equipment that makes a huge impact on not only the look of your images but the ability you will have to shoot in different situations. 

Photographers will choose different lenses for different needs so this is where it gets hard to say, "buy this lens and only this lens." Where I love my 70-200mm outside, it's impractical to use in the studio for newborns and I will go for my 50mm. Generally speaking, one of the first lenses new photographers use is the 50mm f/1.4 (avoid the Nikon f/1.8 and go right to the 1.4. Trust me, you'll replace it after a couple of years). 

You may want the three options of wide, narrow and close-up. A 24-70mm would achieve this. 

My recommendation with lenses is RENT THEM! It's a big investment, try them out and see what you like! Lens Pro To-Go

In the Studio: If you are looking to do photography in a studio, there are a few staples that you will need.

Backdrops: you may wanted to use paper which is called seamless. There are other fabric backdrop companies as well if you are looking for ones with designs and textures.

Backdrop system to hold your drops and seamless. 

You will need light stands, lighting equipment and light modifiers. This is a post for another day because there is so much to know about them!  A good entry level studio lighting brand is Paul C. Buff. They have light stands, strobes (lights), modifiers and the triggers you need to make the lights work. If you want to start right out of the gate with the best of the best studio lighting system, that would be Profoto.

Other:

Off-camera flash: If you would like to get into using a speedlight, this would be a whole other post of which lights and which stands. Again, my recommendation is to buy quality. These pieces will be with you for years and years if you buy good pieces initially.

Reflector: a 5-in-1 reflector has been one of the pieces of equipment I've had FOREVER! A cheap light source and user friendly. 

Computer: Most photographers I know use Mac's so I don't know too much about anything else to recommend but your images will only be as good as the monitor you are editing them on. So choose good quality. 

Screen calibrator 

Quality memory cards- I like the SanDisk Extreme Pro's

Camera, lenses, computer, memory card, reflector....these are what you need to get started! When buying new gear ask yourself, "how will this piece improve my skills?" Avoid impulse buys and do your research! 

I can't stress enough the importance of good bookkeeping. Knowing where your money is going and how much your operating costs are is extremely important in figuring out how much you need to charge!

Figure out your CODB (cost of doing business). There are calculators online that can give you a general idea. How much money do you need to make to keep your business running? Look at where every single penny goes. How many sessions do you need to do per month, quarter, and year to stay open? You may not be able to buy those fun props or extra lenses if you want to stay open! 

Make sure to set aside the collected sales tax, you will need to submit that payment to the state either quarterly or monthly. 

Your accountant will help you determine your estimated State and Federal taxes that will be paid quarterly, but generally set aside about 33% of everything you make to go to the government. 

Well, what products do YOU love!? Sell what you love! I LOVE albums. I sell more albums than anything else because I have such a passion for them and my clients pick up on that. 

Do you love acrylics, metal prints, canvases? Images printed on wood? Let's take this discussion back to branding! My brand is not rustic, so I don't sell any wood print products because it doesn't align with my brand. Maybe your brand is more Boho, so you will match your products to that vibe.

Whatever you do sell, make sure it's quality. Make sure it's nothing that your client can just go and get themselves at CVS. Know inside and out what makes the products that you sell a good quality. 

Professional print labs:

Miller's Lab

WHCC

When you are starting a business, there are important team members that you need to bring in. Even though you will most likely be working for yourself, you will need the expertise and knowledge of a few key people. 

• The first team member you need to bring on is a good small business lawyer. They will prepare Contracts for you. Do not, I repeat, DO NOT shoot any sessions whether they are free model calls or paying clients without a contract. Contracts protect you and make sure that you are getting paid. They are setting the guidelines with the client as far as safety, what is expected and what they get out of the session. 

          If you are unable to get a local lawyer, The LawTog can be a good resource for contracts. 

• An accountant: there is no getting out of it, you need an accountant on your team. They prepare your estimated federal and state income tax vouchers for you. 
• You can hire a bookkeeping expert.
• Outsourcing editing: if you want to focus more on photographing and less behind the computer, you can hire others to edit your images for you. I use Retouchup.com for images I know are a bit more complicated so I can focus on getting my clients their images quicker. Some photographers outsource every single image. 
• Assistants: virtual or in-person assistants can help you with everything from during the session, helping you clean up the studio after sessions, reordering product packaging to being light stand holders and even kid wranglers. 

When you first step into the Photography world you are learning about how you want your images to look. Do you want them to be "light and airy?" Do you want them to be "dark and moody," with lots a shadows and depth? Do you want them to be "clean, classic and timeless?" There are photographers that are amazing with off-camera flash. There are even styles on the west coast of the US that have very orange skin tones. 

Whichever style you choose, be consistent. Use the same tones and colors in all of your images. You want someone to look at an image and be able to identify you are the photographer. You will develop a style as you go and experiment. I recommend starting with a clean, classic look, highlights not blown out and a properly exposed image. 

One of the best pieces of advice I can tell you when it comes to finding your own shooting style is to find the best of the best and analyze their work. Look at how they used light, how they posed the subjects. See if you can start to tell what camera settings they used, which lens was used. Don't copy exactly what they are doing but breakdown the techniques they used to achieve the style that you like. Then develop your own look!

Newborn photography is unlike any other genre with the equipment required, the vast selection of props and the posing aids to make sure these little ones are safe. Newborn Safety training should always be your number one priority when working with these small babies. Do not attempt unsafe poses or do sessions without a safety spotter. 

Like camera equipment, it is very easy to get swept away by all the cute little props and outfits and spend a ton of money. Just like camera gear, I encourage you to slow down and buy quality. Generally, avoid outfits from Amazon. There are very talented vendors that sell outfits, headbands, props, and posing aids that are specifically for newborn photography.

Start with basics: beanbag backdrop, wrap, bonnet and headband in the colors white, pink and blue. Start there and buy complete sets at a time so you have what you need to have baby either wrapped or unwrapped on a backdrop. Safest prop to start with would be a sturdy little bed.

Kelly Brown is an amazing resource to get you started on your journey in Newborn Photography.

When photographers first start out they want to photograph any and everything. I think that is a good way to see which genre you like, what you're good at, which clientele you would like to work with and to get lots of practice in many different scenarios. 

It's generally advised once you get an idea of what you like, to specialize in that area. For web searches, it greatly helps you be found by potential clients when it shows your are an expert in that one area. I used to advertise everything from weddings to headshots and portraits to even pet photography and landscapes. Once I started to niche down to family portraits only, Google search did it's job for me and brought me my target audience. 

Where I live in New England, we experience times where we cannot go outside to do sessions due to weather. Generally, January through March are very slow times. In order to keep the doors open, offering other services to generate income is very important. 

Some ways to diversify are by offering mentoring to other aspiring photographers, teaching workshops, online classes, selling editing presets and actions. 

When photographers are first starting out they're so excited to photograph any and everything. They take on every client because they are just so excited that someone is letting them photograph them or their children despite how much they are or aren't paying. I do think this is a right of passage, to work hard to gain the skills and knowledge on what makes a good photograph, experience many different lighting conditions and scenarios. To figure out what you would like to eventually specialize in, to gain lots of experience in customer relations and to go through constructive critiques to build up your chops.

In the beginning, you may do a lot of "portfolio building" but just because you are doing a session for free or "cheap" doesn't mean you shouldn't have boundaries and expectations with your clients. Don't let the client or model demand more than what you are willing or able to give. This is why I suggest the boundary of having the model or portfolio client investing something into the session. You can do this by having them receive a very limited amount of images in exchange for their time. I'm talking 1-3 images. Then they are able to purchase additional digitals or prints products (based on your business model). Make sure to alway have a contract or at the very release a model release. Check out the section "building a team" that talks about making sure to have contracts and model releases.  

There are clients for every price bracket. You will make decisions throughout the life of your career that you have to evaluate and reevaluate the worth you are bringing to your client in comparison to your education and skill level,  your cost of doing business and what value you are bringing to your clients.  

It's ok to say "No" to clients that aren't a good fit for you. If there is a project that comes your way that you have that gut instinct feeling like, "I don't want to do this" or it's a session that doesn't align with your brand or it's feeling like these clients don't want to pay what you're asking...it's ok to say," I don't think we're a good fit for you." 

So how do you even find paying clients?

One of the first steps to getting clients is identifying your target audience. WHO do you want to be your clients? Simon Sinek's book Find Your Why is a great resource.

You will learn to identify your ideal client based on a number of factors including which business model are you following, shoot and burn or IPS? 

Networking, word-of-mouth, advertising, getting your work in front of your target audience wether that is online or displayed in boutiques are all ways to attract clients. You can do model calls and even some photographers use rep teams to photograph a genre and have those clients advertise for the photographer on their social media's. This is a topic that we could discuss for hours, but start with "Find Your Why" with helping you target your audience. 

Having my own photography studio is something that took years and years to achieve. I was intimidated by the financial obligation but at the same time I was outgrowing traveling to clients homes or using my own home. I can say it is the best decision for me and my style of photography and business model of IPS. Having a studio may not be the best option for everyone. 

You have to take into consideration the increased cost of operating. Once you have figured out your Cost of Doing Business, you can determine what you feel comfortable paying in rent. You will also have utilities that you need to factor into your operating costs. 

Choose a place where rent and utilities can easily be covered by completing one session a month with extra left over for any emergencies. Make sure you've asked about any hidden fees, if trash and snow removal is included and how long the lease agreement is for.