What if I told you that it’s not the industry, the bad economy, where
you live, what camera you shoot with, how many lights you have or how
small your Facebook following is that is holding you back. None of those
are truly capable of stopping you, they are only challenges for you to
meet — the same challenges everyone who creates art or starts a business
has to meet and beat.
The things that are truly holding you back are your own beliefs. Belief
that it IS one of those reasons above. Believing that it is a geography
thing that keeps you from excelling, or what gear you use or how many
lights you take with you is more damaging than any REAL challenge you
will ever have to meet.
Because they have no substance, these limiting beliefs can grow to
fit any size needed to keep you from moving forward. If it was simply a
wall in front of you, there would be many different ways to move on.
Scale it, go around it, blow it up… all sorts of ways to get it done.
But if the wall is a creation inside your mind, there is no way around
it, it will grow higher than any ladder you have and it becomes
impervious to any and all attempts to blow it up. It does this
insidiousness because we want it to. We control its size and power.
So lets look at ten beliefs and maybe offer a suggestion on how they may be more in our heads than in our reality.
#1: We must have professional level gear to be a pro.
No. We may need it at some point, but before we get to that point we
need to make a gazillion images with the gear we have. And if we cannot
make images that people want to pay us for with what we have, chances
are they will still not want to buy them when they are made with pro
gear. A crappy image is a crappy image no matter how many pixels there
are.
#2: We have to live in a big city.
No. You may have to have access to a big city, but then again you do
have Internet, FedEx, the USPS, and a phone. There are many
photographers who are working for major clients while living in the
rural town of their choice. They simply wanted to live there more than
the big city, and they found the ways to do it.
#3: We must have a portfolio equal to Avedon or McCurry to even be considered.
No. We must have a portfolio of course. And it must have wonderful
images in it, but everyone starts somewhere, and clients know that. You
may not get picked up by
Vogue for a shoot with a small
portfolio, but there are indeed other magazines that will hire you, and
pay you, and help you build your work to be worthy of Vogue.
#4: We have to have thousands of hours experience.
No… mostly. We DO need experience. We DO need to have some work under
our belts in order to get the big gigs. But we need to do a lot of
small gigs to build a book that will get us the bigger gigs… and then
the really big gigs. It is a process, one that starts small and grows.
#5: We must never work for free.
No. Working for free is sometimes the ONLY way to get the experience,
credibility and inroads that allow us to work for pay. NEVER be
exploited
by working for free, but learn to recognize opportunity as a huge
currency that is many times worth more than the paltry fees the gig may
pay. (Note: If you are not sure which is which, you may NOT be ready… so
keep working on learning the business.)
#6: We must have a huge Internet following to be considered.
No. In fact most working photographers have only a portfolio and
simple blog. Some do indeed have a big following on some social
platforms, but the majority do not. Instead they have a following of
clients that they work hard for, and couldn’t care less about social
media fame.
The working world still has not caught up to the interwebs, and
although I do think that building a solid online brand is important, it
will mean less than diddly when you are pitching a real client for a
real gig.
#7: We obviously suck because the pros do it so easily.
No. The pros simply have more experience, more hours setting up
lights, a ton of history in doing that same thing, and they are still
busting their butts to make it more perfect, more special than last
time. They do make it LOOK easy, but take it from me – they are still
sweating bullets. They’re just better at hiding it than you are.
#8: “All we need is…”
No. We call that the magic bullet syndrome. All we need is “one good
job” or “that new lens” or “a bigger studio” or… NO. There is no magic
bullet, no shortcut, no “easy” button or challenge buster that can be
purchased. There is only a commitment to the struggle, and a focus on
the outcome.
#9: Professional photographers are special, with special talents and special lives.
No. They are just like everyone else. They (aside from a very select
few) didn’t get there by luck, or anointment – they worked hard and long
and with focus to get to that point. Yes, some have incredible ways of
seeing the world, but then they have worked at that as well. You see,
they take a lot of photographs — a heck of a lot of photographs — to
develop that vision.
#10: No one is able to make a living in this business anymore.
No. That is horse apples. There are thousands of working commercial
photographers. And they are going to be shooting tomorrow. Some you may
know, and most you will not have heard of – or from. Not every
photographer is on Facebook whining about how bad it is out there… only
the ones for whom it is bad out there.
And I can assure you for every photographer that is complaining or
whining about it, there is one doing it. Making the images, doing the
marketing, creating their vision and always ALWAYS holding that picture
of what will be in front of their eyes.
Yes, there are a lot of other challenges that must be met. It is a
different world than it was a dozen or two years ago, but it is still an
occupation that has growth and possibilities. They youngsters know it.
One couple turned weekend trips into free image giveaways that is now
making them a a tidy living while starting to accept assignments.
Another photographer who shoots for major corporations lives in a tiny
town in West Texas. I know a product shooter who lives in Portland, and
is marketing all over his region — and nationally.
I am not a Pollyanna, but I am a positive person when it comes to
people and their capabilities. You may have to give up some things in
order to do other things – we call that “duh” – but that is still in
your
control. Watch less TV, spend more time making pictures, capture a
weekend a month for project work, and make building your photography
business a priority.
Whether you want to go into business or simply make better
photographs, the power to do that lies within you. What you listen to,
what you agree with, and the people that influence you all have a big
measure of influence on how you see yourself and this world of images.
You can control that measure of influence. It is YOUR life, and I
would suggest you stop participating in the pity parties and the “oh
whoa is us” crowd and make images. Obviously it didn’t work out for
them, and now their main goal is to stop you from making it a go. What
would it mean to them if you succeeded where they failed.
It’s far easier to blame the world for their failures than to watch
someone else actually win. And even if that is not reality, it can
become their reality if they believe it strong enough.
Before you believe everything question everything. When someone says
“nobody can make a living in this anymore” look around for someone who
is, and find out what they are doing. If something sounds improbable, it
may be. Research it. Nail it down.
There is a simple way to work around these challenges. Make more
images. Make images that compel others to view them. Making images is
the best possible thing that photographers can do to advance their work
and their business. So put this computer away and go out into the world…
click, baby, click!
About the author: Don Giannatti is a
photographer, designer, and writer who has never owned a Subaru or an
Escalade. He once owned a PT Cruiser, but that it a long and tortured
story not fit for telling without a few beers. He lives and works in
Phoenix, Arizona, and prefers Mexican food to anything else. In fact,
there may not be anything else. You can visit his website here and his online portfolio here. This article originally appeared here.
