Have you ever spoken with a new prospective client and find out they’re also interviewing other photographers in your area?
That’s fair. It’s smart on their part.
But, have you ever found out that those other “photographers” are simply people that got their hands on some nice equipment and are now charging for their photography services?
If so, you’re not alone!
These days, it seems professional photographers just like you often face several challenges when competing with amateurs in the photography industry.
Competing with Amateur Photographers
A few main challenges of competing with amateur photographers include:
Challenge #1 – Price Competition
This is probably the biggest challenge – pricing.
Amateurs often charge significantly lower prices or offer their services for free, which poses a challenge for professional photographers trying to compete on price alone.
Clients who are primarily budget-conscious may choose to opt for cheaper alternatives, even if it means compromising on the quality and experience that professionals can offer. This can lead to devaluing the industry as a whole and make it harder for professionals like you to earn a fair income.
With this in mind, it’s crucial for you to articulate and emphasize the value you provide beyond just the price, such as your expertise, credentials, reliability, and unique artistic perspective (more on this below).
Challenge #2 – Quality and Skill
One of the primary challenges for professional photographers competing with amateurs is the difference in quality and skill level. While amateurs may have access to advanced equipment, professional photographers like you possess the knowledge, technical expertise, and artistic vision to consistently deliver high-quality images.
However, in a saturated market, it can be challenging to showcase your expertise and stand out from the crowd. In many cases, amateurs may overstate their skill level or mislead clients into thinking they’re better than they really are (which means everyone loses).
Challenge #3 – Visibility and Marketing
Amateurs, especially those who are active on social media platforms, can gain a significant following and exposure by sharing their work online. This increased visibility can create a challenge for professional photographers who are competing for attention and recognition.
Say, for example, that someone with a decent social media following decides to jump into photography. They may be able to attract quite a bit of new business in a relative short amount of time. This may seem “unfair” but don’t worry, there are ways you can counter this, and more importantly, book yourself solid with your dream clients.
How to Win More Dream Clients
Overcoming the challenges that amateurs present isn’t hard if you focus on a few key activities which provide you with massive advantages as a professional photographer.
Here are just a few:
#1 – Specialize in a Niche
Most likely, you’re probably already doing this. But if you haven’t yet, you need to specialize in a niche.
Why?
Because specializing in a specific niche or genre of photography, you will position better position yourself in that particular area. Focusing on a niche allows you to develop a deep understanding of your target audience’s needs and preferences.
This helps you to custom tailor your services and marketing efforts. Specialization helps you create a unique selling proposition and sets you apart from amateurs who may have a broader approach.
So instead of just taking anyone who wants to get married, for example, as a professional, you specialize on elopements.
This means also that you can offer unique services & packages specific to your crowd. This will help you provide added value and a personalized experience – which then justifies premium pricing and attract your dream clients.
Additionally, zeroing in on your target audience also includes identifying key demographics & budget. If you’re focusing on elopements, your target audience may be younger and more adventurous.
#2 – Marketing, Marketing, Marketing
Once you’re super clear about your own business, you can apply that to your marketing – especially your online marketing.
Building a strong online presence, effectively utilizing social media, and implementing targeted marketing strategies are essential for you to increase your visibility, attract your target audience, and differentiate yourself from amateurs.
Obviously you need to showcase your work, but you should also create compelling content that educates, inspires, and engages your target audience. This can include writing blog posts, sharing tips and tutorials, or creating videos that offer insights into your creative process.
By providing valuable content, you can position yourself as a trusted resource and thought leader in your niche.
Remember, it needs to be focused.
For example, let’s say you’re a boudoir photographer. Everything you put online should be related to boudoir. If you put up any photos or content that’s showcasing some random pet photography you’ve done, or a wedding for a friend, it will dilute your brand.
#3 – Emphasize Experience, Credentials, & Artistic Vision
This is where you can really shine and set yourself apart from the amateurs.
First, starting with all of your marketing messaging, you need to emphasize that you’re a professionally trained photographer. If you have credentials from an institution like Professional Photographers of America, show them! You took the time (& the money) to earn those certifications, share them with pride!
Besides your portfolio itself, be sure to also highlight any special training you’ve had that qualify you for your kind of photography.
Also, be sure to share your artistic vision & knowledge as it relates to your niche. This is where you can guide your prospective clients through your process and unique vision for them. This alone will usually set you apart from any amateurs as they will simply not have the ability to convey what would be best for the client.
#4 – You’re a Real Business
Remember that as a professional photographer, you’re first and foremost, a business owner. This will help you rise above amateurs and attract better qualified clients.
Be sure to highlight your business through official business registration, proper licensing, liability insurance, professional contracts, and so on. This helps boost confidence in potential clients, demonstrating your commitment, reliability, and dedication to delivering exceptional photography services.
Be sure to emphasize that as a business owners, this isn’t just a hobby. In this world, you get what you pay for and if your client is serious about getting the best photography done, demonstrating your business will help close the deal.
Additionally, as a business owner you should be willing to invest in and access all of the best tools to help you grow your business. This is what we do at Social Rocketship! Our entire focus is to give you the best marketing tools, training, and support to help you stand above the amateurs in your area.
#5 – Network Like a Business Owner
Something that many amateurs are unwilling to do is to simply put in the work that’s necessary to build a business. Part of growing a business is networking.
Cultivating strong relationships with clients, industry peers, and other professionals can lead to valuable referrals. You should actively seek opportunities to collaborate with other creatives, such as wedding planners, event organizers, stylists, models, makeup artists, or designers, and others who can refer clients to your services.
Obviously, you should always encourage satisfied clients to share their positive experiences online and refer you to their friends, family, and colleagues.
Also, networking at industry events, joining photography associations, and participating in online communities can provide opportunities to connect with like-minded professionals and expand your reach.
Standing Out from Amateurs: Showcasing Your Value as a Professional Photographer
By implementing a combination of these strategies, you can overcome the challenges by actually competing with amateurs (and winning)! Remember, it’s not just about capturing great images, but also about effectively communicating your expertise, professionalism, and unique value proposition to your target audience.
These strategies differentiate you and attract clients who understand and appreciate your professional skills. Stand out from amateurs and book yourself solid with clients who value what you bring to the table.
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