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Your prospective client is looking for a specific photographer that takes a specific photograph. The photographer that excels in that photograph will win out over the photographer who takes a lot of mediocre photos in different genres.
Business is one decision after another. Some decisions are made along the way. Some are foundational and should be made in the planning stages, or near the beginning of your startup. Others fall somewhere in the middle. For photographers, to niche or not to niche, and if so, which niche, is a decision that defies being categorized.
Ask any successful photographer when they decided on their niche, and you’ll get a lot of different answers. Some knew right away the type of photography they enjoyed, and worked to make it profitable. Others still don’t claim a niche, and photograph all comers. These people enjoy all types of photography and will take photos for money.
There’s nothing wrong with trying all the sizes to see what fits, so to speak. But sooner or later, the reasons to photograph within a niche outweigh the reasons not to. The biggest reason will be your bottom line. But there are other important reasons as well.
This article doesn’t deal with why you need a niche, as that is a topic all on its own. The point of this article is not why, but how. Even if you know that “the riches are in the niches”, how do you choose your particular niche?
Let’s start with really defining “niche”.
We hear and read this a lot. It’s a nifty little word that sounds trendy and modern. While I have nothing against trendy and modern, I like tried and true language, if only to demonstrate that nothing is really new, even if people want to insist it is. If you really want trendy and exotic, use the word genre. If you want to understand what the word means, use the word specialty.
So, in what photography do you want to specialize?
As usual, this means you need to ask yourself some questions.
1. What type of photography do you like to take?
Your first thought is probably “all of it.” That’s understandable, but you will eventually find that one or two come easier for you, inspire you to improve, and attract attention in your portfolio (remember this one).
2. What type of people do you want to, or not want to, work with?
This is pretty major. If you don’t like animals, you won’t be a pet photographer. If you don’t like kids, or if babies freak you out, newborn and family photography might not be your thing. If you don’t have a strong business head, rule out any type of commercial photography until you do.
3. What type of editing do you enjoy?
You’ll spend as much time editing as you do setting and taking the photos, so this is important. Do you like light and airy looks, or dark and moody scenes and palettes? What types of photography match your style? Can you be an innovator and apply your favorite editing style to a genre where your style would truly stand out as different?
4. How do you work best?
Are you a casual, free flowing type person, or do you need to control all the details? How do you deal with stress? Family mini sessions and weddings are worlds apart, even though the same types of photos are taken. Commercial photography clients can be dispassionate, demanding, with strict schedules, requirements and up front costs on your part.
5. Where are the people who would buy your work and can you access them?
If you live in a small town, and you are just awesome at high fashion photography, you’re going to have to figure out a way to make that work. It’s a given that travel and adventure photography means… travel and adventure. Are you willing and able to travel or even relocate to build your portfolio? If not, can you creatively figure out a way to expand your market where you are? In other words, can you create a desire for your type of photography until it reaches the point that you are able to travel, or demand the rates that pay your expenses?
Finally, keep in mind that there’s nothing wrong with having your money maker and your side interest, even in photography. If product photography is paying your bills, use some of your time and money to work on other genres that you enjoy for the sake of enjoyment. You never know where that might lead.
But your client – whomever that turns out to be – is looking for a specific photographer that takes a specific photograph. The photographer that excels in that photograph will win out over the photographer who takes a lot of mediocre photos in different genres. If you specialize in this and that and that and this, you specialize in nothing.
The root of specialize is “special”. Be special.