Photographic skills count for far less than you hoped for, if you want to be a pro photographer

Summary

Keith Cooper, a commercial and architectural photographer, emphasizes the importance of combining skills with marketing for success in the photography business. While technical skills are necessary, it's marketing that ensures visibility and attracts clients. He explains that marketing should be a continuous effort, not just a periodic task. Success in photography, especially for well-known photographers, is often driven by branding and hard work, not just talent. Understanding client needs, building repeat business, and focusing on how to present services on websites are essential. Ultimately, marketing is key to maintaining a profitable photography business.

Takeaways

• 😀 Marketing is just as important as photography skills—without marketing, skills won't help you get work.
• 😀 Consistent marketing is necessary for a successful photography business; it's not something to do sporadically.
• 😀 Photography is a business, and for it to succeed, it needs to make a profit, just like any other business.
• 😀 Simply having a great website or impressive work doesn't guarantee success; visibility and marketing are crucial.
• 😀 Famous photographers have developed strong brands, and their fame is often part of their marketing strategy.
• 😀 Repeat clients are easier to get than new ones, so focus on building lasting relationships with clients.
• 😀 Understanding your clients’ needs is essential—know what they want and how to provide it.
• 😀 Your website should meet the needs of potential clients by showcasing work that appeals to them, not just to you.
• 😀 Social media success is unlikely to replace hard work and marketing efforts—don’t rely solely on it.
• 😀 You need to know your audience—architects may like certain photos, while marketers may prefer others.
• 😀 Skill alone is not enough to sustain a successful photography career—you must market your work effectively.

Q & A

What is the main takeaway from Keith Cooper's discussion on the relationship between skill and marketing for photographers?

Keith emphasizes that while skill is important for photographers, it is marketing that plays a crucial role in attracting clients and sustaining a photography business. Without effective marketing, a photographer’s skills may go unnoticed.

Why does Keith believe marketing should not be done in bursts?

Keith believes that marketing should be a continuous and consistent effort. Treating marketing as something to do in bursts leads to missed opportunities and a lack of sustained business growth.

How does Keith define a successful photographer?

A successful photographer is not only skilled but also effective at marketing their work, understanding their clients' needs, and maintaining client relationships that lead to repeat business.

What role does client understanding play in a photographer’s success?

Understanding clients is key to success, as it allows photographers to tailor their work to meet the specific needs of clients. By solving their problems and delivering what clients want, photographers increase their chances of repeat business.

How does Keith describe the relationship between famous photographers and marketing?

Keith explains that famous photographers often get work due to their established brand and marketing strategies. Their fame, which is part of their brand, is a result of hard work and effective marketing, not just their photographic skills.

What is Keith’s view on social media and its relation to success in photography?

Keith equates success on social media to winning the lottery, acknowledging that while some photographers may achieve fame this way, it is unlikely and should not be relied upon as a primary strategy for business growth.

Why does Keith mention the importance of repeat clients in a photographer's business?

Keith highlights that it is much easier and more efficient to secure repeat work from existing clients than to find new ones. Developing lasting relationships with clients can lead to more consistent business.

What examples does Keith give of how different photography styles serve different clients?

Keith mentions that architectural clients may prefer photographs with true verticals, while marketing departments may prefer images with dramatic angles. Understanding the client’s goals helps photographers tailor their work to meet specific needs.

How does Keith differentiate between good photography and a successful photography business?

Keith argues that good photography alone isn’t enough for a successful business. To achieve success, photographers must also focus on marketing, client relationships, and ensuring their work reaches the right audience.

What does Keith mean by 'minions' in the context of professional photography?

Keith humorously refers to 'minions' as assistants or support staff who take care of tasks like reloading film or handling technical details, allowing the photographer to focus on creative and business aspects once they achieve a certain level of fame and success.