Why So Many Photographers Fail and How to Avoid Those Pitfalls

They say the first step to recovery is understanding the problem. Let's test that.

Sometimes we come up against the biggest obstacles in our businesses. But when we make our own problems it is even worse.

Building a business in these crazy times takes a lot of guts and preparation.

But mostly guts.

I know a lot of photographers who started out on a whim, the idea that it would be cool to be a photographer. Most of them failed, but a few went on to become very successful.

I also know a lot of photographers who planned every detail of their jump into the world of professional photography. Most of them failed, but a few went on to become very successful.

Failure is a constant companion, ready to trip us up whenever an opportunity presents itself. The trick is to manage the opportunities by managing the fear.

One photographer walked into his 9-5 on a brisk Monday morning only to find a pink-slip and a “thank you for your service” note on his desk. Also waiting was a cute little box to take his stuff home. After 22 years of ‘service’.

He called me in a panic. I told him that this may be his lucky day, and to suck it up, take his severance and get his ass to work.

He did.

He had guts.

In another case, one of my photographers had been struggling to get rates where they should be. She was being nickeled and dimed on every gig she bid. Why? She was bidding gigs for nickel-and-dime outfits.

She didn’t see herself as being worthy of working for the big clients, so she aimed low, bid low, and accepted ‘low’ fees as a reminder of where she belonged.

She got a chance at a big bid for a national brand and she called to ask about the bid. It was a short job, maybe 3 hours tops. The client only wanted a couple of images and they were fairly simple and right up her alley.

She was thinking $1500.

After reviewing the bid, I told her $15,000 was going to be her bid. The fact that it wasn’t going to take long didn’t matter. What mattered was the use the client needed it for.

She freaked out a bit but held it together and bid the gig at $15,000. The client didn’t blink and asked if they could shoot in two days.

She had guts.

And she has stayed quite busy ever since that gig.

Karma? Yeah, cool, we’ll go with that.

I can’t give you the guts, although I am happy to try by telling you all every day that you are worth more than you think you are.

But I can give you some ideas as to the pitfalls you will face, and how to get around, over, or through them.

There is a lot to unpack.

So let’s begin.