Your Report Card as a Professional Photographer

​by Skip Cohen

As a kid, I know I'm not the only one who dreaded bringing home a report card every six weeks. While there were moments of brilliance when I applied myself, most of the time, there was something I had to explain. LOL Then, as a parent, the process returned, only now I could hear my folks saying, "You'll understand when you're a parent someday." Well, now fast forward to today, and the closest thing to a report card you get is feedback from a client now and then. 

With ClickCon right around the corner, then WPPI, Photoshop World, PPE, and IUSA in January, if you're going to make the very most of the time you put into the events, let's look at your "report card."
​

• Assess your skills: Be honest with yourself. You know where you need the most help. For most of you, it's lighting or diversity. On the lighting side, we've got too many "natural light specialists" out there. Sorry, but the secret is out - we all love natural light, but when it becomes a specialty, it screams - fear of studio lighting! On the diversity side - we've got too many one-trick ponies. I'm not suggesting you need to master everything, but you need to expand your skills. For example, being exclusively an event photographer without a backup plan during the pandemic proved disastrous for many artists.
• Assess your network: Having a great network isn't about collecting names and business cards but building relationships with people you know and respect. A great conference is a perfect place to expand your network and turn it into a team of people who support each other and complement each other's weaknesses, especially yours.
• Assess your gear: Make a list of everything you have. Then, look at what's missing, as well as where are the easy points to expand. Gear doesn't make the photographer, but knowing how to use everything you have and need does! Every conference gives you a chance to check out equipment - but don't forget to rent high-priced items before you invest!
• Assess brand awareness: What good is working to create the finest images of your life if nobody in the community knows who you are? Look for opportunities to become your own publicity machine. Attending a conference, for example, gives you the ability to capture images of yourself with other photographers, vendors, instructors, and examples of new products you might bring to your offerings.
• Assess the vendors you know: Every conference gives you a chance to meet more people, especially the vendors who manufacture and sell the products you use. Make it a point to meet every vendor, starting with any company whose products/services you currently use.
• Assess your offerings: Too many of you have products and services that could put a rock to sleep. Coming out of the pandemic, there's a renewed sense of family and a need for capturing memories. There's also an entirely new channel developing for food photography as more and more restaurants expand to carry out service. When in doubt call your lab and just ask, "What's new?" Then, kick back and listen.

Here's my point - your time and funding for attending conferences is limited, even if they're online. So take the time NOW and do your own report card. The goal is to walk through the door (or portal) for each event ready to get the most out of it.