Are You a One -Trick Pony in Photography?

by Skip Cohen
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​It's a new year, and what everyone thinks of as the "slow season" is over. With Mother's Day, graduations, proms, and Father's Day all just around the corner, Spring seasonality is in full swing. But today's post isn't about seasonality but the diversity of your skill set. For those of you who are struggling as one-trick ponies – it might be time to diversify. Having a primary specialty is excellent, but it's time to grow if that's all you can photograph confidently.
 
Think back to the height of the pandemic – when events were all canceled, people were paranoid about virtually everything – and we all hunkered down. Now, think about your plans if another crisis were to happen, even the most localized event that forced you to change your business model. If you who think I'm being an alarmist - forget about any crisis and just think about how you're going to increase your customer base and revenue.
 
How will you grow your business and, at the same time, insulate yourself from some of the more critical outside challenges? Do you have the skill set to tackle other imaging applications? Here's an excellent example for wedding photographers:

Let's assume you photograph nothing but weddings. Sadly, you're missing other opportunities. There are all kinds of statistics about when couples start families. That means, depending on the age of the brides you've photographed, there's a strong potential for maternity and newborn photography in the future. And babies become children, and that opens new doors for family portraiture. Families get pets, which opens another opportunity for pet photography.

If you hate the idea of diversity to other genres, then build a relationship with another photographer or two who specialize in subjects you don't. For example, if you hate the idea of maternity and newborn photography, then align yourself with an artist who specializes in those two categories. Build a referral business where you support each other.
 
While the major first-quarter conventions have passed, there are still opportunities for you to grow and diversify. From conferences like ClickCon in late July to educators who teach privately and online programming, there's so much available in every genre. Take the time to take a few classes outside your core specialty.

Your goal is to never say, "I'm sorry, I don't do that kind of photography," but to always have a solution for potential clients who contact you. So, if you don't have the skills, the next best thing is to offer a referral to an artist who does.

Remember, growth only happens outside your comfort zone.