From Shutterbug to Success: Celebrating 20 Years in Photography with Janet Howard
Can you please share a brief history about your photography business? What motivated you to start this venture?
In 2024, I’m celebrating my 20th year of doing photography full-time! I had always loved photography but didn’t think I’d pursue it as a career. I had worked in software development previously and did photography on the side. When the startup I was working for folded, I decided to take the leap and make this my primary business and not return to the corporate world. I couldn’t be happier with my decision, even 20 years later!
What kind of challenges did you face when building up your portfolio or setting up your studio? How did you overcome these challenges?
For me, the hardest thing to do was balancing my creativity with creating a cohesive portfolio. In the beginning, I was all over the place, using different editing styles all the time. I was kind of a preset addict, and I’d drift with the wind to every trendy new look because I felt like I could try everything and use editing to be creative—aged photos, textures, muted tones, bold color, anything. Thankfully, I have a great friend in the event planning business who let me know that when I had such a wide range of images, it was hard for potential clients to understand what they’d be getting if they hired me. It was great advice that helped me settle down and create a portfolio of consistent images. I had to really think about what I enjoyed doing, what I wanted to create more of, and from there, I was able to find clients that were drawn to what I create organically.
How did you manage to grow and expand your business? What strategies did you use to attract more clients?
I’m always learning. The only thing that’s consistent over 20 years is change. Whatever is working today might not work next year. In the early days, it was local advertising and community involvement. As time passed, social media became much more important, and even then, adjusting from one platform to another. When it comes to marketing, the best thing you can do is to constantly look for new avenues for finding potential clients. Always be reading and learning.
One thing I’ve found consistently helpful through the years is working with other vendors. Building strong relationships with other vendors and being generous with your time and talent is incredibly helpful to everyone. I strongly believe that a rising tide lifts all boats. I’ve been able to create lasting relationships with “friendors” that result in us all being able to grow and learn from each other.
How has your business performed financially over the years? Can you share some milestones or achievements in terms of revenue?
I’ve been proud of some milestones, like making six figures, but I think what I’m most proud of is being able to sustain during the lean times. Photography works in cycles, and it’s not all upward movement. Over 20 years, there have been economic downturns and challenges like COVID, and I’ve seen a lot of other businesses fail or give up. The fact that I’m still able to do what I love after this long means I’ve been able to make the ongoing adjustments needed to keep going even when the outlook isn’t rosy.
What are some key lessons you've learned along your entrepreneurial journey? Is there anything you would do differently if given a chance?
I don’t believe in regrets. Every mistake I’ve made has made me better, both at my business and as a human. You can’t expect perfection. As hard as you try, you’ll make mistakes. You’ll have an unhappy client. You’ll have ideas that don’t work out. You’ll encounter difficult situations. Humility is an asset as a business owner because it allows you to look at a situation without being blinded by pride. The biggest mistake you can make is to avoid the hard work of admitting your role in what doesn’t go well, and that means in every shoot, every interaction, and every marketing effort. The best thing we can do for our ongoing success is to feel gratitude for the lessons our mistakes and missteps teach us and focus on learning lessons that help us be better.
Are there any tools or software that have been particularly useful in managing and growing your business? Give us a list of what you use in your kit.
I have a list of resources and what’s in my camera bag on my web site, please feel free to check it out here. If you have any more questions please reach out to me!
Could you recommend any books, resources, or mentors that have significantly influenced your business journey?
My favorite creative book is Big Magic by Elizabeth Gilbert. I could read it over and over again. It’s a great perspective on cultivating and embracing your own creativity.
If you really want to take your photography to an elite level, I highly recommend Two Mann U. They are a brilliant, engaging, generous photography team who provide the best photography education on the planet.
And of course, I must recommend my own book, The Photographer’s Business Guide. I also have a coaching web site that you can check out for more information.
What advice would you give to budding entrepreneurs who wish to start their own photography business?
Remember that business is at least 50% of a photography business. A lot of new photographers are super focused on being creative and forget about the business side, which is why up to 80% of photography businesses fail in the first two years. Creating a solid business plan, budget, and accounting for things like taxes and saving for downtimes are the most critical and most overlooked parts of new businesses, even though those are what set you up for long-term success.
Janet Howard, a seasoned photographer celebrating 20 years in the industry, has transitioned from software development to capturing stunning images. Renowned for her creativity, resilience, and dedication, she continually inspires with her remarkable journey and achievements in professional photography.
About Janet
- Country: United States
Specializes in
- Candid Photography, Corporate photography, Editorial Photography, Event Photography, Family Photography, Headshot photography, Lifestyle Photography, Newborn Photography, Portrait Photography, Wedding Photography, Wedding Photojournalism
Quote
I don't believe in regrets. Every mistake I've made has made me better, both better at my business and better as a human.
