Interview
While working on this editorial assignment, Nancy van der Horst (corrector/proofreader) became curious about the authors' inspirations for writing this book and for sharing her personal
experiences with the readers....Sonja, why did you decide to write this book?
My students told me - OK, you taught us how to improve and how to take better photos but how do we find clients or how do clients find us?
Also, I heard the same naysaying from my students as when I was at the Academy of Fine Arts. No work, tough competition, etc.
After listening to my students, I decided to put together a workshop about running a business. This was a good follow-up to all of the other workshops and courses that I offer and turned out to be popular. When writing the course syllabus, I could hardly stop. I had so much to say that, after writing many pages, I realized that this project was more than just a course; it could be a book.
What photographers did you have in mind while writing the book?
All sorts of photographers - press, documentary, nature, corporate, wedding, etc. All photographers who have or want to have more clients such as publishers, corporations, organizations and individuals. Photography is universal. So is our profession. So are the motives of our clients. So is our business when it comes to marketing, getting and keeping clients, and running a business. Regardless of the place... The Netherlands, England, US, Spain, Japan.... wherever the photographer wants to generate clients.
What qualities should a photographer possess, besides photographic skills, to run a business succesfully?
I believe that running a business has to do with mentality. It's all about having self-confidence and not being afraid of making mistakes. Persevering when times are difficult privately or businesswise. Coming into action and coming out of your comfort zone. Being respectful and kind. It is also about finding a balance in your ego; neither overestimating nor underestimating your capabilities. Shyness, uncertainty and fear can work as a wall. It depends on how you deal with that. You have two choices: Either you stay behind the wall or go through it. By doing the latter, one is always proud and surprised that it wasn't that scary or hard.
You write about marketing and how to attract the attention of potential clients. Why did you add interviews?
I think there is immense value in hearing from the very people and organizations that photographers are trying to attract. We cannot exist without our clients. Understanding how they think and what they want can help us deliver better products and services to them. Customers are the lifeblood of our business. They are the ones who put food on our tables.
Why did you include the blunders, successes and visions of other photographers?
It is easier to personally relate to examples and anecdotes than to dry theoretical pieces of text. Everybody recognizes it. It also makes it more human and inspiring when the reader can see how others made mistakes, learned from them, and moved forward successfully.
Plenty of books about marketing and sales have been written. Why write a book especially for photographers?
Photography is being taught at many academies and photography schools. And that's correct. Students want and need to learn photography. But just as learning photography takes years to improve, the same goes for business skills. The first step to becominge a photographer is to learn about photography, regardless of where, at a photography school, academy, by workshops, courses or books, or self-educated. Secondly, you must develop business skills. Technical, artistic and commercial knowledge should merge.
This book is not about becoming a millionaire. It just gives clear and practical advice about becoming a successful photographer. One who is financially comfortable with a profession they love. Photographers are passionate about photography, not about business. We don't want to go to business school. We don't really see ourselves as business owners. But we must. And it is not that hard. This book is full of business examples, related to photography and photographers. That makes it easier to comprehend what business is about.
How did you develop your own business skills?
For many years, I was a successful photographer and I thought I was doing a great job as a business owner. I strived for quality and reliability and had a good following of clients. When, all of a sudden, my assignments dropped by 75%, it took me by surprise. I didn't know how to respond. During this time, I considered giving up my business as a professional photographer because I had no control over the changed market situation. These miserable times motivated me to fight to keep my business running. For many years, I considered myself only a photographer, not an entrepreneur. Being an "entrepreneur" felt uncomfortable and conflicted with the artistic side of being a photographer. But I had no other choice than to develop new skills if I wanted to stay in business. I changed my attitude and became more aware of marketing and how to run a business. For the first time, I investigated how other business owners had become successful. Not only photographers, but other business owners as well. I read articles, went to business fairs, and spoke with other business owners. I wanted to learn their tricks and their secrets to success. I saw that they are all service-minded, have guts, and are reliable. But most of all, they know how to generate opportunities and they believe in themselves. If they don't believe that they are the best person for the job, why should the client? That is the message that I want to pass on to my fellow photographers.
O R D E R Y O U R C O P Y AT :
OR
