How to Make it Big As a Small Town Photographer

The jet screams off the runway as the world renowned commercial photographer is taxied away to the next $100,000.00 shoot. "You must specialize to make it in this world", they say to the assistant sitting to his left. "that is, if you ever want to make it".

What does it mean to "Make It"?

Success is a funny thing. It's definition is as individual as each person who strives to define it. For some it is money, others time. What I call success is a happy home and paid bills.

As a small town photographer both can be a struggle at times.

Experts in the field tell us that we must be specialized. But they always leave out one little problem. Sometimes where you live is more important than your degree of specialization.

Does the area really matter?

Can it really matter that much? Yes. Yes it can. The area in which I work has an exciting population of about 15,000. My own town tops out at 9,000 people. I am not sure, but i think they even count animal to get to that number.

Why don't niches always work?

For many photographer there is not enough people in their marketing area to pick a niche and stick to it. I would love to only photograph High School Seniors or babies, and leave the rest to someone else. I could easily be the best baby photographer in my area, but with under 200 new births annually it just isn't enough to support a business.

When do you need to specialize?

Don't get me wrong. Specialization is a wonderful thing. If I were to live in Chicago, St. Louis, or even Kansas City I would choose a niche and work it for all it's worth. A large population, or rather a sufficient population with the income to afford a specialist is all that is needed to specialize. In fact, if you have that population and do not specialize you will be hurting your business.

When will specializing kill your business?

Cradle to grave. It's a idea in photography circles, and more specifically small town photography circles, that points out who your clients are.

The average portrait photographer handles the following types of business:

• Photographs of children


• High school senior photography


• Wedding photography


• Family portraits


• And the cycle continues.....

Each of these areas could be a specialty if the area can support it.

But I want to be perceived as an expert.

This is the fun part of being a "Cradle to Grave" photographer. You are the expert. There is nothing you can't do, and hopefully do well, as long as a camera and people are involved.

If the small town photographer were to specialize in one area, they would be counted the inferior photographer because they can't do X or Y. If I only photographed families, they would be disappointed when I said I wouldn't photograph their newborn baby.

But what about making a profit?

In any business, profit comes with clients. Without enough clients a business can never be profitable. If a small town photographer can't do it all, their clients will soon find a photographer who can.

So, what does "making it" mean to you?

Making it definitely means different things to different people. The next time you hear you have to find a niche, make sure that the niche you find can support you dreams and desires.