As you build your photography business, you’re inevitably going to make some less-than-perfect decisions. These decisions may cost you time and money, but how you recover from them will define your business.

Here are some common mistakes photographers are making in their business and ways you can avoid them.

Mistake #1: Not having a 90-Day Plan.

Most photographers who I work with do not have a plan of what they want to accomplish quarterly. As a result, they spend time and energy on the wrong tasks.

The first thing I do is help them create a 90-day plan that maps out what they want to accomplish over the next three months. When you define the direction you want your business to take, you prioritize your activities, track your progress, and make smart choices about how you spend your time and money.

Mistake #2: Not having a formal, signed agreement in place.

Photography is great when everything goes well. But what if it doesn’t? You lose money, waste time, or even suffer damage to your professional reputation.

That’s why written agreements between you and the client are essential. Have a contract in place outlining what will happen if things don’t go as planned. When you clearly outline terms and conditions, you’re ensuring that both your interests and your client’s interests are protected. Check out the Professional Photographers of America (PPA) at https://www.ppa.com for agreement templates.

Mistake #3: Believing your photography is so good and unique that it will sell itself.

You have invested a lot of blood, sweat, and tears into building your craft. Your work improves each year – maybe you have won a photography contest or received a merit print from your photography association. That’s great…. but it won’t get people in front of your camera unless you have a marketing plan.

Think of creative ways you can market yourself as a photographer in your community. Set aside at least one to three hours each week specifically to execute your marketing plan.

Mistake #4: Not knowing who your ideal client is.

This is a big one because photographers tend to believe they are in business to serve everyone. If you want your marketing to yield positive results, you need to know who and where your ideal client is.

Who specifically is your ideal client -  a new mom, a senior, a family, or a wedding client? Center your marketing around this concept so you can begin targeting people you want to get in front of your camera, which will help position you in the marketplace. For example, do you want to be a high volume, low-priced photographer or a boutique studio that charges much more but offers a more exceptional client experience? Both business models can work, but you need to decide where to put your focus. When it comes to your target audience, the more specific you can get, the better.

I can help you hit your target market! Check out my Branding & Messaging Package where I help you determine who your ideal client avatar is.

Mistake #5: You are generating revenue but not necessarily profit.

There is a saying that says, “It’s not what you make, but what you keep that determines how successful you are.” As a business owner, you need to continually track your revenue and expense each month. Keep an eye on what product lines are generating the most profit and focus most of your marketing toward acquiring more of those clients.

I find that most photographers charge too little for their products and services. When was the last time you raised your prices by 10-20 percent? What would a price increase do for your business?

Mistake #6: Lowering your prices or not raising them regularly.

As a studio owner, you’re never going to be able to compete on cost and win. There will always be other photographers who will price their products and services lower than yours.

Instead of reducing your profits by undervaluing your photography, focus more on providing value and excellent client experience. For example, that value could take on the form of a superior product, individualized client attention, a unique package of services like an in-home consult and delivery of the final order, or a lifetime guarantee of portraits framed by your studio.

Consider raising your prices every six months while continuing to provide great value. What can you start doing today to increase your studio’s value and experience?

Mistake #7: Not keeping up with your bookkeeping.

Bad accounting means big trouble. You lose track of money you are due, miss out on business deductions, and run the risk of tax problems at the end of the year.

Make sure you have a system in place that easily allows you to track your income and expenses. There is some great studio software available to help you. I have used Successware for years because it is designed specifically for photographers. Other popular studio management software programs are Tave, ShootQ, Pixifi, Honeybook, Dubasdo, Sprout Studio and Studio Ninja.

If you need assistance in any of these areas, please reach out to me. You may be a talented photographer, but running a business may not be your strong suit. I have resources and ideas that can help. Schedule a “Discovery” call with me to unlock your business. The cost of this first call is on me, so you can get started today!