Want to Grow a Photography Business? Look Beyond the Picture.
In the 90s, Scholler was struggling to get his vision communicated to magazine editors. During an era of "huge sets with big production value" he presented the idea of simple, close-up portraits, a juxtaposition hard for those around him to grasp. He started showing close-up portraits he took of friends, but found it difficult translating the vision to editors, who were having a hard time envisioning this style in their publications.</p>
But, he stuck with his vision. In late 1998 Schoeller got an assignment from Time Out</i> to photograph Vanessa Redgrave.</p>
"I took this close-up picture. She has this little smirk on her face and she looked really good. It just changed overnight. All of a sudden, all of these other photo editors saw the picture and they're like, 'Oh my God, this is something new and different from what we normally do.' I went from five jobs to 127 jobs in one year," Schoeller recalled.</p>
While this assignment was a clear turning point for Schoeller, it was anything but an overnight success. This was working for years to get his vision defined, articulated, and communicated.</p>
His advice to those struggling to communicate their vision: Stick with it.</p>
Getting a portrait taken is often an emotional situation. Those focusing on capturing the human element in photography need to make their work with clients about more than the picture.</p>
"When you're just focused on the pictures, it's 'Hold still. Chin up.' That doesn't make anyone comfortable. I try to get them away from the idea of being photographed." Schoeller says.</p>
"You have to constantly talk to people, entertain them, make them laugh, ask them questions. Oftentimes, I'm just sitting there listening to their answers and I'm not taking pictures. I take a couple pictures and ask another question. It's almost more like an interview situation; like a dialogue that I have with the person."</p>
Alyssa Peek, owner of Peek Photography, knows this to be true for her business. She advises aspiring photographers to view what they do as more than just taking pictures, and to be laser-focused on the audience that they serve to create the best possible experience.</p>
"The product, a headshot, is a commodity. Anyone can take a photo, even a selfie, and use it as a headshot. Which is why the photographer has to offer more than just a photo," Peek says. "I focus in personal branding for women entrepreneurs</a> over 40. It's specific. It's intentional. It's because I know how to create an experience for them that's not just about the pictures — it's about empowerment and confidence."</p>
Have a unique style, communicate (and stick with) your vision, and make working with you more than about the photographs. Three solid pieces of advice for standing out in the photography marketplace.</p>
People don't pay for a photograph. They pay for a point of view. They pay for an experience. They pay for a memory. And in an era when anyone can take a "good" shot with their phone, if you want to make a business out of photography, you need to look beyond the picture.</p>
Published at Wed, 29 Nov 2017 20:00:00 +0000
