The Portland Metro Photographic News

Commentary by Editor Tom Hubbard, PMPN, July 12, 2009

As you know, I have read, with mixed reactions, the recent Internet articles regarding "How to make money from photography." I have also read many excellent pieces of advice given by members of the industry that I have learned to respect and apply during my professional photography career.

The recently cited, often misunderstood, 20% talent and 80% marketing formula for a successful photography business causes me some concern. As a 30+ year professional in the photographic industry, I would dispute these 20/80 percentages, although the accuracy of these numbers is not the reason for this article.  It's the possibility that aspiring professional photographers might interpret this old marketing formula as saying "you don't need talent as long as you are a good marketeer" that raises my eyebrows.

Any "talent versus marketing" percentages assumes one basic premise that seems to be very much understated or overlooked in these discussions. Like any venture in life, to be successful, a photographer must first gain a mastery of his/her craft. This is much different from the "talent" referred to in the 20/80 marketing formula.

Mastering the craft of photography includes such critical factors as camera operation, depth of field, determining correct exposure (NOT auto mode), lens characteristics, lighting, flash use, the fundamental rules of photographic composition, appropriateness of color vs. b&w, tripod use, image file formats, a basic understanding of digital/conventional post processing, people/subject interaction skills, etc. -- all those nitty-gritty, get-your-hands-dirty, nuts and bolts of photography.

My concern is that those considering a career in photography might conclude that the phrase "20% talent" is an acceptable excuse for not mastering the fundamental building blocks of photography. A solid grounding in photography is all about reading, learning, practicing and gaining a credible amount of serious, hands-on experience. There is NO substitute in the industry for this most basic education. Lack of this understanding is spotted quickly by clients whether or not they themselves understand the craft of photography.

There is a huge difference between snap shots and photography that clients are willing to spend their hard earned money to purchase. "Why would I pay someone to take snap shots?"  The first step in elevating your photography to a paying professional level is mastering the mechanics, technology and theories of the art. It's at this point that the "talent" of the photographer begins to emerge and shine.

So, in my opinion, the first question a photographer must be able to answer with a declarative "Yes" is: "Do I have a thorough understanding of and experience in the fundamentals of my craft?" and "Do my pictures reflect this knowledge?"

If the honest answer at this moment is NO, that's not an insurmountable or unusual problem. It only means you aren't ready to start a business at this moment in time. All of today's professionals have faced this question. Everything can be learned. It only means more time and energy must be devoted to learning and practicing the fundamentals of the career you are passionate to join.

If your objective answer is NO, consider:

• enrolling in photographic courses
• participating seriously in local camera clubs
• availing yourself of free photographic educational material on the Internet
• volunteering your services as an assistant or intern to a local photographer who specializes in your area of interest
• becoming a frequent face at photo gallery exhibits
• studying every professional photograph possible
• requesting evaluation of your photography (from forums, local contests, portfolio reviews, etc.)
• continuing to practice the fundamentals until they become second nature.

You WILL get to the point when you know you are ready to make your career move.

But we, as professionals, would be doing terrible disservice to you as an aspiring photographer, and to our industry's public credibility, if we didn't make it absolutely clear that mastering the mechanics and theory of this craft are essential to success. We also owe this mastery to our customers who rely on us to provide the best photography possible -- regardless of the prices we charge.

If all this sounds like too much work, then you have chosen the wrong profession. Your photographic obligation to your customers is paramount. The business, artistic and personal satisfaction rewards of photography are unquestionably unique.  But the realization of these rewards is just plain hard work.

Throughout my career, I have made a point of helping any photographer seeking to make this craft his/her lifelong vocation. But, in every case, these interns, apprentices, employees and students have been required to become fundamentally solid in the mechanics of photography. Talent emerges from this foundation.

So, myth or reality? The often misused "20/80" marketing rule becomes applicable only after you have demonstrated proficiency and are 100% confident in your mastery of the principles and mechanics of professional photography.

I empathize with anyone who is at this career decision point. I also understand your apprehension. Make informed, educated decisions, and make them wisely.

If you take this path towards a career in photography, I will be your most avid supporter.