Starting a freelance career can be one of the most stressful things a person can do for themselves. I’m exaggerating, but you get my point. Naturally, your first instinct might be to start chasing every possible client and get as many jobs as possible. Here’s why you should stop doing this and focus on something else.
When I first started, I pursued every job, every dollar, you might say. This is probably one of the worst things I could do. Instead of focusing on what’s important, getting better, I focus on as many things as possible. Think of it this way: the more things you focus on, the slower your personal progress will be. If you’re a camera guy doing every paid job, you’ll get low-paying jobs in every category. In 5 years time, you will be good at all of them, but not at all. Believe me when I say you can’t get a high paying job if you don’t have a niche. So instead of chasing every paying job, focus on getting better, if you can.
How to get better job?
Let’s say you need a hundred hours to improve a skill. If you spend 10 hours a day doing it, you will get better at it in just 10 days. If you use the same skill and decide to get better at many things at once, it will take you longer and longer. As soon as you see what you like, you should try to narrow it down. Finding what you love most will serve as a beacon in difficult times and a vehicle when it comes to decision making.
For example, if you are a guy with a camera and are pursuing paid work, you may be working in architecture, industry, portraiture, fashion, food and even maybe a family portrait. They are all separate genres of photography, requiring a different set of skills and even equipment. The truth is, when you’re just starting out, it may seem like doing more will get you more done. I used to be like that too. Realizing that I was essentially wasting my time on work that I wasn’t interested in, I focused on what I love: fashion and beauty – a genre, yet no niche yet.
The way to become better at a genre of photography is to master its aspects. The way I do it is to capture as much of the scene as possible. They don’t pay as long as you can get around with the money you make and spend the rest of your time filming and getting better. I invest in every shot that I have. Usually, I’m the one who pays the editor and the one who gets the props and other stuff.
The more you shoot, the better you get and the faster you’ll pick out the niche you want to enter. When I did the first shots, I tried every approach, from minimalism to maximalism, from black and white. to color. It is important to make sure that it is different from the previous one. Now, I can safely say that there is my way of shooting fashion, which is different from other photographers. In the past, I’ve taken a lot of inspiration from other people.
So to get better, you need to be able to pick out one genre you want to continue, and then try as many different approaches as you can. Shoot as much as you can, experiment as much as you can and explore as much as you can. Do this as much as money allows you to do so. Don’t go into debt trying to discover, as it’s not a quick process. I recommend having an alternative source of income, if possible.
Marketing yourself, don’t despair
Another thing I see photographers doing is annoying marketing. This often goes hand in hand with sending as many promotional emails as possible without really caring about the recipient. I know it because I did it. It’s really embarrassing to email a company that works with auto brands to promote fashion photography. Give me one reason an auto brand would hire a guy who doesn’t shoot cars let alone knows anything. And yes, mentioning that I love old Top Gear episodes would probably reduce my chances to negative probabilities.
Actively marketing to as many people as possible can be effective if you are a generalist. Cast a wide net and catch as many fish as you can. It’s relatively easy to do and you’ll make money in the process, but if you’re after a unique fish, even a small one, then you need to do some basic research. There are only so many clients that match you, but once you do, you’ll make more money while still doing what you really love. It’s unlikely that a photographer with a wide spread of networks can land a dream client. Not entirely impossible, but unlikely. If you want to work with a particular brand, you should do your research and try to connect with the teams that have worked with them. A personal connection goes a long way. Sometimes, it can even surpass the artistic value a little. This is why at a high level you don’t chase every job as if you’re desperate, but instead email people you’ve researched to some degree. Tailor your email to the specific person you’re emailing and make it feel like an effort. If there is no effort in marketing, is there effort in your photography?
Stop thinking
In a nutshell, pursuing a job isn’t going to get you any further than a guy with a camera who does all the work their way, is always stressed, and doesn’t make a lot of money. To do the work you really love, cut out the jobs you don’t enjoy if possible. In terms of marketing, don’t market yourself to the wrong customers, market yourself to the right people. It would be much more rewarding to stop chasing all the work and improve yourself. The reward is work that pays more and is more satisfying. It’s the work you want to do, don’t have to.
