Commercial Photographer: Your Guide to Marketing, Creativity and Growth

This week Marcus and Sam talk about making that big jump to going pro. What are the key things to think about?

Curious what a more formal route into the industry looks like? In Conversation with the Royal Photographic Society covers that ground next.

We talk to Nick about how he got into men's styling and how photographers can use a stylist on their shoots.

Styling comes up again from a different angle in Guest Interview with Fabienne Miler, Property Stylist, if working with stylists is something you want to hear more on.

Sam and Marcus are in the same room together and took this rare opportunity to quiz each other about their past! This episode is a little like being present as they chat about their past in the pub, pint in hand.

Sam started design websites n the 90’s working with HTML and hand coding in Notepad. And even though he had various jobs he was always designing websites in the background. As a keen white waterkayaker he did a lot of traveling, visiting exotic places for his sport.

Designing websites with photographs had its problems early on as it meant relying on scanning negatives and transparencies. Then compressing files significantly so they could load quickly.

His dad was a wedding photographer and Sam built up a lot of knowledge assisting him on weddings. A valuable experience that helped him direct his focus on designing websites for photographers as well as an understanding what makes a great image.

Marcus found photography in his mid 30’s after a successful career as a session bass player. Prompted because he was looking for a new creative outlet and after purchasing a decent camera was drawn into the way he could “contain” the world through a viewfinder.

Quickly immersing himself into studying the subject at college and university he moved from his home in London to Brighton to partake in a BA in Editorial Photography. Then onto a role assisting a top advertising photographer for a few years helping out creating the image with flash lighting.

After branching out on his own shooting fashion he eventually starting working for the Hair and Beauty industry in his own studio in London as well as LA, NY and Paris. He also ran workshops for hairdressers on how to photograph their own work for magazines.

After 10 years Marcus was offered a post as a Senior Lecturer in Fashion and Advertising Photography at the University of South Wales moved toBristol and after another eight years set up his current practice as a Brand Photographer.

For the bigger milestone version of this conversation, The 100th Episode of Shoot to the Top brings back four returning guests to look back on the show so far.

Straight talking and bags of experience makes this episode from Donna unmissable. She leaves nothing to chance with her work and marketing with detailed research, preparation and planned execution.

Donna adds pounds to the people she photographs - pounds as in money that is! Her niche is in branding photography and her practice is based in Edinburgh.

In this show we discuss the ins and outs of branding photography and in particular how she gets her clients to interact with their own customers. And no surprise this starts with research and planning. This leads to creating image that resonate with not only the end user but the people ie customers, who are viewing the product and services.

As Sam points out it is about creating an emotional connection and Donna certainly builds this into her shoots. Initially having planning meetings with the clients and filling in a workbook to identify - the ideal client, their values, USP etc.

Its all about adding value to the process. It’s not unusual for the branding photographer to turn into a business coach at this stage in the game. The end result is a library of digital assets that will be completely in line with the client’s business that are totally on-brand. Donna goes on further to offer a Pinterest board to the client to make sure they images completely meet their expectations, something that can easily be lost in translation!

The actual shoot is normally a few weeks after this process allowing time for purchase props or clothing. Donna tends to work on her own without hair and stylists - preferring a more natural look.

Marcus probes further and asks Donna where she finds her clients. And she goes on to talk about how the Covid lockdown had some positive aspects for her business. It gave her time to really nail her website’s SEO and rise up the Google rankings to get to No.1 in her area for her chosen keywords.  

A tip Donna shares is using keywords in social media posts and structuring her website to be SEO friendly.

One of Donna’s values is “Don’t be a dick!” And works with businesses that she likes and who like her. She also focuses on really spreading the word about her business, not just relying on others to do it for her. Making efforts, and going out of her comfort zone, to ensure her brand is well known. Thirdly she has a go get it attitude, instilled in her by her mother and evidenced by teenage years spent competing globally in bagpipe tournaments!

In short, decide what you want, think why you want it and never give up

We wrap up talking about following up with her clients and how a strategy call after delivery is beneficial and this is something she is working on.

If you liked hearing from Donna, Guest Interview with Sonya Dove is next in this run of guest conversations, this one from someone who's spent decades in hair and beauty photography.

This week Sam and Marcus talk to Gemma Griffiths.

Gemma is a branding and family photographer based in South Wales. She has 16 years experience in the industry. She offers bespoke personal branding shoots, headshot shoots and family photoshoots in lots of fabulous locations around South Wales. Gemma also offers photography training for beginners and professional photographers too. You canbook a one to one training session or join one of her group workshops

We take Gemma back to the start of her career when she started, as a travel photographer. She then switched into portraits and weddings. after taking some photography courses. It’s a full time job for her and now focusses her attention on branding photography.

Gemma was drawn to working with businesses due to the flexibility and more creative approach. Her practice has grown organically even during the Covid crisis. Generally working with solopreneurs she showcasesservices and products and really gets across the USP of every business.

Gemma works mainly on location and works closely with the client to build up the direction of the photoshoot she is very ”client led”. Showing personalities of the business owners as well as their skills.

Coming up with the concept is very appealing to Gemma and loves coming up with ideas as well as helping put into vision clients own ideas as well.

Having been one Linkedin for a couple of years Gemma is fascinated by ow her clients and others use photographic imagery on-line. Whether it be for testimonials and quotes, advertise their services and products.

Aiming to deliver 100-150 images per shoot, she encourages her clients to have multiple wardrobe changes to get maximum value. Sam goes on to discuss extra services that can be offered by photographers: banners, reels and so on. For Gemma her clients are quite savvy in doing thisand Marcus does offer extra services to his subscription clients.

 Marcus asks how she manages her two different client groups business clients and personal clients. She does this by setting up different social media accounts and  splitting up her website accordingly. Linkedin for business and families on Facebook.

As we close the show we discuss camera equipment. Gemma shoots on a mirrorless Sony and usually uses 35mm and 85mm lenses, Lightroom for editing and Photoshop for deeper edits.

Another working photographer's story follows in Guest Interview with Photographer Donna Green, recorded around the same time as this one.

In this episode we discuss lenses. Types brands and uses. And Marcus takes us through the lenses he uses on an average photo shoot.

Gear talk continues in Forget Expensive Gear: Get Better Commercial Photography Images With the £20 Kit, which argues you probably don't need half of what's in your bag. Worth a listen if lenses got you thinking about kit.

Episode 15 Olga Gidane

Olga Geidane is a highly engaging and sought-after expert speaker on mindset transformation and change.

She shared her infectious energy and wisdom on self-leadership across five continents at conferences and personal development events of all kinds, both online and in-person.

She helps individuals to perform at their peak through her 5-step transformative mindset coaching as well as her courses and Olga is very passionate about helping couples to rebuild their relationships through her Stay Forever Together Relationship retreats.

A background in modelling has given Olga the confidence to really use photography to promote her personal brand and finds it easy to collaborate and communicate with photographers. And an important part of the process is having a strong two way dialogue with the photographer.

Marcus discussed Olga’s live as a model and though she remembers the time with fondness she notes that it was hard work andit really was 24/7. A great term that Olga discusses the notion of “camera ready” - to be on point.

Olga recommends seeking out a style and colour consultant before the shoot to really nail the look. A great tip for photographers if you see a client who has changed their say, hairstyle. Get  in touch with them to see if they need more photographs.

On the shoot itself Olga really suggests that the photographer visits the location to see if any extra lighting is needed. Sam discusses the importance of that pre-production form/chat to really dive deep into the details and needs. And on the shoot itself to allow time so that you are not rushed. And at the end of the shoot review what you have done - you may have missed something!

This is also a great time to go through, with the client, the story behind the shoot and make sure the images flow.

The mood board - a collection of images that can inspire the mood of the shoot.

Olga makes a great point about the best side of your face and make sure this faces the camera and is lit accordingly.

She goes on further to discuss how she has built her personal and how photography is crucial in that - choosing photographs that are authentic.

This has helped her living her dream as a digital nomad, living in lots of different locations and  having adventures with her husband.

 You can find more what she offers her clients here:

https://www.linkedin.com/in/olgageidane/

This episode touches on mindset more than most guest interviews do. Meet Jo Dufty, Mindset Coach goes all in on that side of things, if that's the bit that stuck with you.

Most brand photographers only compete with the photographers around them, which means moving up Google is far more achievable than it feels. The catch is knowing what Google is actually looking at before it decides who to send clients to.

In this conversation you'll hear the handful of things worth getting right, a free listing that quietly helps, and the Catch 22 about visitors that trips up a lot of photographers. There's also a question about AI-written content and what it could mean for your rankings.

There's one more SEO episode worth your time if this one landed. The Simple SEO Secret That Stops Photographers from Wasting Time narrows in on the one thing that actually moves the needle.

This week we talk to Christine about what it's like being in front of the lens and how she uses her photographs.

Christine, Marketing and Creative Start-Up Coach, founder of the Creative Start-Up Academy, author of multiple books, public speaker, podcaster and workshop facilitator. She has worked in marketing and advertising for more than 12 years before she decided to start her own business supporting start-ups. With her hands-on approach, she has helped hundreds of individuals validate their business idea and create a successful start-up as well as working with small businesses supporting them getting clarity and marketing their business. She sees entrepreneurship as a way of life and loves the passion that comes from working in that industry.

Christine regularly has photo shoots to get more images and is always using photographs on her website, in her marketing and on social media. For Christine, what separates different photographers is their attention to detail and the way they react and talk to the sitters. Preferring a natural look Michelle and Marcus discuss different styles and trends in headshot photography.

We discuss how the client needs to brief the photographer about where the images are going to be used and what look they want. But equally many clients need help expressing this and it's the photographers job to help them do this. Client using a range of clothing on a shoot helps to get a variety of shots, and that means it looks like they were shot on different days in different locations. Reminiscing on a shoot she did with her own photographer, Christine discusses how the client has to be clear in their aims but acknowledged that it is a two way process, as the photographer is the specialist. Christine feels very confident in front of the camera but still really believes spending time with the photographer before the shoot helps build the “bond”. We go on to discuss retouching in particular filters and how far you go with the retouch ie over-smoothing and loosing authenticity.

Christine works with a lot of start up creatives and offered up the following advice for those starting out in the business:

• Don’t be overwhelmed by the amount of competition.
• The importance of having a style
• Trust is very important and this needs to be combined with a strong connection
• Build an appropriate photographic portfolio
• Be clear with what you offer
• Network with other photographers. You will gain insights, gain friends and gain work. Photographers may need second shooters that they know and trust. And they may have referrals. Dates they can;t make or leads who are the wrong fit for them, but could be perfect for you.

You can find more about Christine here:

https://www.linkedin.com/in/christinethecoach/

https://www.creativestartupacademy.com/academy/

If you enjoyed hearing from Christine, Guest Interview With Lauren McWilliams Photographer and Brand Strategist is another guest conversation worth your time, this one leaning more into brand strategy.

 Today’s topic is creativity.

The 5 R’s of Creativity !

1. Rules

 •  Learn them

•  Break them

•  Make your own

We take a classic “rule” - the Rule of Thirds.

Initially learn the rule inside out so you don’t have to think about it - it’s internalised. Then you can move onto the next stage where you purposefully break the rule. In this case placing objects of interest say in the centre or dividing the frame into quarters.

Then the final stage is where your own rule is incorporated into your style. Think Hiroshi Sugimoto and his work entitled Seascapes. Where the horizon line is in the centre and he has done this over and over again.

2. Research

Though I take my lead from academia, research does not need to be “dry” ie dull and tedious. Though good research is not done via the internet! Far better to go took bookshops and go to the art department. The vast majority of established artists and photographers work is not available via the internet it is found in galleries and books.

Books are a more immersive experience - the touch, the smell, the weigh etc give a deeper learning experience. We discuss the classic book Robert Frank- Les Americains (1959)

Galleries are great places because you get to see the print up close and you can see the subtleties of the tones.

When studying these greats think of not HOW yet have taken the photographs but WHY- a far more interesting question! We go on to discuss movies as they can be a great source of inspiration - Wenders, Hitchcock and Kubrick as well as good quality documentaries.

3 Reflection

Give yourself time to really look at your work -what works well what doesn’t. Be critical (in a positive) Print your work out and that will help.

4 Repeat

Don’t be seduced into thinking you need to go to exotic locations to improve your photography. You will make greater improvements by going back to the same place over and over again. In this way you can build on your skills in a creative way.

5 Rest

This is different to reflection. It is about giving yourself time just to think and let the creative juices flow. Sometimes the best ideas come when you least expect

Links

https://www.sugimotohiroshi.com/seascapes-1

https://www.lensculture.com/articles/robert-frank-the-americans

The Genius of Photography - well worth a look,if you can find it!

Creativity is one thing, but where does an actual style come from? Developing Your Style as a Photographer picks that question up directly.