1. Great Photography has more to do with Talent than with Tools

One of the greatest differences between amateur and professional photographers is their attitude toward equipment: professionals understand that equipment plays only a small part in the success of their photography. And while successful photographers rarely compromise when it comes to optical quality and reliability, that rarely means having the very latest cameras, lenses, and lighting. Nor does it mean obsessing about every newly released product. Newest isn’t necessarily best. And newest has nothing to do with most creative.

Professional photographers always insist on having excellent lenses, strong and reliable cameras, and trustworthy lighting systems. A recent podcast with the Association of Independent Architectural Photographers (AIAP) found that most working professionals were using cameras and lenses that were several years old, and even older lighting systems. Another important factor however that separates amateurs from professionals is that professionals invest in regular repair and maintenance of their gear, and backup cameras, lenses, and lighting to avoid any disruption in their work. Simply put—it’s not about the camera.

2. Business Skills are as Important as Photography Skills

Being a great photographer is only part of the equation for success as a photographer. An equally important part of the equation is having a talent for business. Like photography skills, business skills rarely come naturally and must be learned—and earned. Successful photographers work as hard at the business of photography as they do at the art of photography. There’s simply no other formula for success.  

Photographers who enter the industry without understanding this simple fact, no matter how talented in photography, will struggle to find success without also developing excellent business skills. The failure to teach business skills is one of the greatest oversights of photography programs in art schools and universities. Likely the best-kept secret regarding professional photography is that working photographers are nearly all self-employed—and the sad fact is that photography students rarely discover this until after they graduate. After graduation, there are few if any traditional jobs awaiting photography students—only opportunities for entrepreneurship and artistic excellence.

3. Value Must Always Exceed Price

One of the most common temptations in business is to offer as little as possible for as much as possible. This is an absolute recipe for failure. Examples of this attitude are all around us, and as consumers, we resent businesses that operate this way. If there’s a common thread for longevity in business, no matter the business type, it’s offering the buyer a product with a value that’s always greater than the price. In the case of professional photography, no matter the genre, photographers can ensure success by delivering photographs with a value greater than what they’re charging.

This business model means always going above and beyond the client’s expectations, and delivering photography that is always at a higher level than expected. Clients who are regularly surprised with photographs that deliver more than they asked for will be fiercely loyal. Loyal clients tell their friends and associates about their positive experiences, and success increases exponentially.

4. Doing Great Work is the Best Competitive Advantage

Photographers starting out in business often think that the best way to gain clients is to offer the lowest prices in the market. The truth is, this is business suicide. The wisest path to success is to charge a fair price for the very best work you can create. Clients who jump at a cheap price will rarely agree to pay more as time goes by—they’ll simply once again look for a cheaper photographer.

While it’s obviously not possible to start at the top with your pricing, and it’s also not possible to start at the top with the quality of your work, one thing is certain: there’s always plenty of room at the top. Determination to create great work will go hand-in-hand with being able to charge accordingly for great work. Conversely, continuing to do ordinary, uninspired work will ensure that you’ll be forever competing based on price.

Successful photographers realize early in their careers that they alone are responsible for motivating themselves to do great work. The basis for great photography is self-created. Every successful photographer finds their own unique formula and motivation. The only common element among all successful photographers is hard work.

5. Copyright and Image Licensing Enforcement must be Unwavering

The foundation for long-lasting professional success is the protection of the images created by the photographer throughout their career. Almost from the moment that a great image is created, people will seek to use the photograph without permission and with payment. With the advent of digital media, copyright infringement has exploded. Unlicensed image usage is commonplace and often considered a victimless crime. The simple fact is, that infringement deprives hard-working, self-employed photographers of income that they are legally entitled to receive. Infringement is stealing.

Successful photographers make a clear copyright declaration when they create an image, register their copyright, and transfer their images to paying clients by way of a concise licensing agreement. In addition, conscientious photographers rigorously pursue and prosecute copyright infringement and unlicensed image usage. Copyright laws throughout the world are decidedly on the side of the photographer, and damage awards for infringement are substantial.

Photographers who choose not to protect their work not only do themselves a disservice, but they damage the photography community at large. If photographers choose not to value their work, they can hardly expect their clients and the public to value their images. Successful photographers always advocate for copyright protection and proper image licensing. We can conclude that they must know something that unsuccessful photographers do not.

Conclusion

While there are certainly more than five crucial points of understanding that are common among all successful photographers, these five are arguably some of the most important.  After a career of more than thirty-five years in commercial photography, I can safely say that these five points provide an unshakeable foundation for success.

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© 2024 Alan Blakely Photography, All Rights Reserved.

Alan Blakely is an award-winning architectural photographer who shoots for many of America's top architectural firms, builders, designers, developers, magazines and manufacturers. He is also the founder and current director of The Association of Independent Architectural Photographers™, Real Estate Photographers of America & International™ and Aerial Drone Photographers of America™.