My Spouse Doesn't Understand Me

 by Skip Cohen

One of my readers recently asked me to make a video or write a post about the challenges of building a photography business. Her husband doesn't understand so many of the things she does that don't directly bring in revenue:

I would absolutely love to have something that I can sit down and watch with my husband, that will help explain to him what is really involved in building a photography business...So, perhaps you will consider putting together something aimed at the significant others that those of us in the industry are in love with, and don't want to strangle."

Over the years, I've heard a lot of comments mostly from husbands or wives that they can't get their spouses to understand what it takes to build a business as a photographer; equipment purchases when revenue is limited; experimenting with different techniques and the list goes on and on. And the same questions come up often from parents of photography students who proclaim, "Oh my God, my kid wants to be an artist!"

So, I'm going to take a shot at the request, and you guys can tell me how I did.

• My spouse keeps taking classes online and before the pandemic at conventions, but he/she doesn't have a big client base, and there's no money coming in - only going out! Photography is an art-form that's continually changing. From trends in style to different techniques to new technologies, an excellent photographer never stops learning. But that's only one aspect to attending conferences - a photographer is often only as good as his/her network. Hanging out with other photographers creates an incredible exchange of ideas along with solutions to so many different challenges that come along. My advice to every photographer is to attend as many conventions/conferences as you can each year.
• Why so much gear? While there are photographers who think owning everything is going to make them better, the truth is that you need a certain amount of backup equipment as a professional. No serious wedding photographer, for example, shoots a wedding without a backup camera body, a couple of lenses, and additional lighting gear. Another reason for additional gear is different locations require different equipment. One of the most recognized wedding photographers in the industry, David Ziser, used to demonstrate his lens choice in various venues called, "Big Church - Little Church." Changing focal lengths depending on the location gave him the ability to elevate the quality of his images and tell a better story for the bride and groom.
• My spouse is just getting started, and I'm tired of her/him giving away their work. While sometimes new artists lack the confidence to charge for their services adequately, often, there's a need to build a portfolio of prints or a strong gallery online. Every photographer's portfolio should only show "wow" photographs. A "wow" photograph is an image so stunning that it's the only one they'd need to show to get hired. Techniques and trends are continually changing, and practice only makes perfect if you're doing it right. So photographers will often need to give away their photographs in exchange for time with models, whether individuals or family sittings. Last but not least, a great way to get noticed in the community is giving away a sitting for example at a charity auction. People like buying products and services from companies they perceive as giving back to the community.
• My spouse has been second-shooting for another wedding photographer! Why shouldn't she/he get paid for the full value of their services? There's no better learning experience than being a second shooter. Jerry Ghionis, one of the finest wedding photographers in the world, has said, "The way we get started is backward. Instead of going out and immediately being an artist and small business owner, we should all second-shoot for a year and fine-tune our skill set. Then when we opened our business, the techniques we need would all be second nature, and we could focus on developing the skills we need to run our business." And second-shooters get paid less because they're not the primary contact with the client. They're also not involved in album creation, ordering or printing the work.
• My spouse can't seem to make up her/his mind on what they're going to photograph! They keep experimenting with other specialties. Being a professional photographer and having a successful business requires a certain amount of diversity in your skill set. For example, there are logical connections. Bridal clients start families (maternity and newborn photography), and families have pets. As the kids grow, so might Mom and Dad's business needs for headshots, product work, etc. Also, as the kids grow, senior photography might become a need. While it's great to specialize, you never want to say to a client, "Sorry, I don't do that kind of photography!" You always want to accommodate their request, and if it's just too far out of your expertise, then at least be able to make a referral to another photographer from your network.
• I'm tired of hearing about networking - whatever happened to just collecting business cards? There are few learning experiences better than attending a class or meeting with other photographers. Remember, they're not only business owners but artists. Having a strong network means having resources to draw from when a particular situation creates a challenge. That situation could be anything from clients wanting their deposit back to finding the best pose for a plus-size bride or groom or a larger than normal wedding party. This is an industry where we watch each other's backs, and so often, photographers are stumped and simply need suggestions on a better way to handle a specific situation. The same applies to questions about gear and needing help when funding is limited but there's a need for a different lens or piece of lighting gear.
• It's only been two years since he-she rebuilt the website, now the galleries are being updated AGAIN! Every photographer sees a change in the quality of their work as they become more skilled, and the best work needs to be shared—also, trends in photography change just like the style of clothes we wear. Your website is essentially your storefront and always needs a contemporary feel to appeal to the target audience.
• Now she/he's spending time on a blog - how in the world is that going to create new business? A website is about what you sell, but your blog is about what's in your heart. Allowing a photographer to photograph your family, wedding, or even pet represents a great deal of trust, especially if they're coming into a client's home. A good blog with consistent new content helps clients get to know the artist and what's important to them and is one of the best ways to grow a business.  

Here's the bottom line: Being a great photographer is about passion, but not just for the artistic side of pre and post-processing, but people. There are no compromises when it comes to the responsibility to each client, and the goal is always to exceed expectations. It takes years to learn all the skills, and it's never-ending.

Having spent my entire career in the photographic industry, there's no other field like imaging. Except for modern medicine, no career field has given the world more! Think about what a newspaper or wedding album would look like if it weren't for photographers. Every day they capture memories and turn them into tangible moments for their clients, but there's one last ingredient ideal for great artists...support.

Whether it's from your spouse, parents, or partner - support helps build confidence, and confidence is one of the key ingredients in building a business!