Why Brand Photographers Should Avoid Being the “Jack-Of-All-Trades”
written by PAUL WEAVER
As a freelance photographer, you may have been told that being a "jack of all trades" is the key to success. But here's the thing – when it comes to running a profitable photography business, that advice simply doesn't hold up. In order to stand out in today's saturated market and attract high-paying clients, you need to become an expert in a specific niche. In this blog post, I'll explain why the jack-of-all-trades strategy doesn't work and how to niche down instead.
THE “JACK-OF-ALL-TRADES” PROBLEM
First of all, let's talk about the problems with being a jack of all trades. For one thing, it's nearly impossible to excel in every single aspect of photography and videography. If you try to do everything, you're likely to spread yourself too thin and compromise on quality in certain areas. Additionally, clients are often looking for a specialist who can provide a level of expertise that a generalist can't offer. By trying to be everything to everyone, you risk being seen as a "jack of all trades, master of none" – and that is not a good reputation to have in the creative industry.
WHAT TO DO INSTEAD
So, what's the solution? Niche down.
This means honing in on a specific niche that you're passionate about and becoming the go-to expert in that area. This could be anything from food photography to corporate headshots to fitness photography.
By specializing, you'll be able to showcase a portfolio that's tightly focused on your niche, which will attract clients who specifically want that type of photography. This not only helps you stand out against the competition but also allows you to charge a higher rate for your specialized expertise.
Another benefit of niching down is that it allows you to create a brand identity that resonates with your target audience. By focusing on one particular niche, you'll be able to craft messaging and marketing materials that speak directly to that audience. You'll understand their needs and preferences and can tailor your brand to meet them. This will help you attract clients who value your unique perspective and expertise, rather than just looking for a general photographer who can "do it all."
Of course, it can be scary to niche down and turn away potential clients who don't fit within your chosen niche. But the truth is, saying no to those clients will ultimately benefit your business. By focusing on a specific niche, you'll be able to devote more time and energy to perfecting your craft and building a name for yourself within your niche. You'll be able to work with clients who truly appreciate your specialized expertise, resulting in more fulfilling work and better outcomes for both you and your clients.
I experienced this firsthand when I made the switch from shooting everything and anything to focusing solely on working with health and wellness brands. Once I had a developed portfolio, I found that my clients saw me as a leader in the health and wellness industry.
Finally, niching down allows you to stay on top of industry trends and techniques in your specific area of expertise. If you're trying to do everything, it's hard to stay up-to-date on the latest trends and best practices across all areas of photography and videography. By focusing on one niche, you'll be able to continue to grow and evolve within your area of expertise, keeping your skills sharp and your work fresh.
OVERVIEW
The "jack of all trades" strategy simply doesn't work for freelance photographers who want to build a profitable and successful business. Instead, niche down into a specific area of expertise in order to stand out, charge more, build a stronger brand identity, work with clients who truly appreciate your skills, and stay on top of industry trends.
This may take some courage and a willingness to say no to certain types of work, but the results will be well worth it. So take some time to discover what you're passionate about, become an expert in that area, and watch your freelance photography business thrive.
