Game On

Building a thriving photography business is about more than just photography. What separates the highly successful photographers from their equally talented but less successful peers?

“The more you want to level up, the more you’re going to have to learn new ways of doing your business,” says Ciara Pressler, who’s spent the last 15 years helping creators turn their visions into game plans. She authored the book “Game Plan: Achieve Your Goals in Life, Career, and Business” (Pressler Collaborative).

Early in her career, Pressler observed that the most successful people are not necessarily the most talented. She wanted to learn what distinguishes the most successful people from their similarly talented peers. She found that long-term success happened more often for people who were both talented and dedicated to building their career every day.

“Of course, it’s important that you do beautiful photography,” Pressler says, “but it can be hard to make a paying career out of it if you spend too much time focusing on that and not focusing on getting that beautiful photography in front of the right people through the right strategies. You have to be honest with yourself about your balance between your craft and your business. It’s about building a muscle. If you don’t have strong muscles for business, you have to practice.”

BUSINESS PLAN VERSUS GAME PLAN

While a business plan provides you with a broad view of your business and your desired direction for the next five to 10 years, a game plan focuses on the short term, typically 90 days to one year. “It’s about creating manageable chunks of goals that are adaptable and flexible,” Pressler explains, “allowing you to change as your situation changes without getting overwhelmed.”

It’s important to get your plan in writing. “The benefit of a written game plan is that seeing your goals on paper or on the screen in black and white makes them more tangible,” says Pressler.

She suggests starting the process by defining where you want to be a year from now. Look at your goals for your career, personal life, and any projects you have in the works. What do you want to accomplish by then? What do you want to be different in your life? Then break down those goals into quarterly actions and activities.

SIX ASPECTS OF THE PHOTOGRAPHER’S GAME PLAN

Your game plan will involve examining six different areas of your business. For each category, ask yourself, “What is the one most game-changing thing I can do in the next 90 days?”

Product. This involves any aspect of what you offer to clients, such as improving your photography skills, learning new techniques, getting new equipment, deciding what new services or physical products you might offer, and determining your pricing.

Audience. What will help you find potential clients? Specify marketing activities such as creating or improving your website, curating your portfolio or social media, developing your brand, or building an email list.

Money. Set an income goal for the quarter. Also define any financial management goals, paying attention to upcoming expenses, savings, taxes, and other financial plans.

Operations. This is how you run your business, including your systems and processes. What software do you need? What can you simplify or streamline? Also consider things like work/life balance and setting standard work hours. Pressler suggests setting aside time to run your business and even work on your game plan.

Team. Your team is anyone who helps you get things done. Tasks might be: find a new accountant; create procedures, contracts, or a list of expectations for photography assistants and second photographers; or, build out a list of potential subcontractors.

Impact. What do you want your reputation or legacy to be? This might include community involvement, PR, passing on your knowledge to others, press coverage, or winning awards.

IMPLEMENTING THE GAME PLAN

Once you have a 90-day game plan, break each item into tasks to complete in the next month or week, and then set up a process for accountability. Designate accountability partners to help you stay focused, adjust your goals, and celebrate your achievements. Pressler suggests finding an accountability partner who is a colleague or another photographer rather than a close friend or partner, as this person should challenge you to stay on track.

Even if you don’t have an accountability partner, set aside time on your calendar for weekly check-ins. For example, put aside Monday mornings or Friday afternoons to set priorities for the coming week. Given how easy it is to become overwhelmed and distracted as a creative business owner, Pressler suggests picking three priorities for the week. “If you do nothing else this week, what three things do you want to make sure get done?” she asks.

While Pressler says there’s no one key to success for everyone, creating a game plan and actively working on it will help you stay focused and on track toward your ultimate career goals. 

Janet Howard is a photographer, author, and coach based in Atlanta.