Professional photographer Nathan McCreery, who entered the photography industry in 1978 after working as a photographer's assistant for two years, shares crucial insights about the business side of photography that many aspiring professionals overlook. His experience working in a busy portrait commercial studio taught him that running a successful photography business requires far more than just creating beautiful images.
McCreery recalls his early naivety, influenced by books like Richard Sharabura's "Shooting Your Way to a Million," which promised easy wealth through photography. He notes that while hundreds of books exist about creating great photographs, technical aspects, and equipment, very few address how to run a profitable photography business. This gap in practical business education led him to compile ten essential lessons he wishes he had known when starting his career.
The first and most critical lesson involves developing a strong background in business and finance. McCreery emphasizes that photographers often deceive themselves into thinking they can succeed solely by creating beautiful imagery. However, he points out that truly remarkable photographs that serve as works of self-expression appeal to a relatively small audience who will appreciate them at the same level as their creators.
Educational investment should prioritize marketing and studio business management over purely artistic training, according to McCreery's second key insight. He argues that this practical knowledge proves more valuable for long-term success than additional photography techniques or artistic theory.
Location selection represents another crucial factor that significantly impacted McCreery's career. Despite creating award-winning portrait work with a unique style that earned national and international recognition in portrait, wedding, and advertising photography, he struggled with high laboratory costs. During the film era, lab bills typically consumed 20-25% of gross studio revenue, compared to today's digital era where they represent only 5-7% of gross sales. However, he notes that the photography market has become oversaturated, with photographic businesses seemingly on every corner.
McCreery's fourth recommendation strongly advises against renting or leasing studio space, advocating for real estate ownership instead. He regrets paying other people's mortgages for years while building nothing for himself, emphasizing that "real estate is king" in establishing a sustainable photography business.
Equipment purchases require careful consideration, as camera manufacturers release new bodies and lenses multiple times annually at premium prices. McCreery questions whether new equipment actually improves image quality or client service efficiency. He points out that clients never ask about camera specifications and that his current camera's 24-megapixel resolution produces crystal-clear 30x40-inch prints with minimal noise.
The sixth lesson involves ruthlessly selling unused equipment after six months of non-use. McCreery advocates for operating lean by eliminating equipment that sits unused in storage, as it represents wasted capital that could be better deployed elsewhere in the business.
Resisting marketing campaigns for newer equipment represents another crucial discipline. McCreery, a longtime Canon user since his first Canon TLb and TX cameras, transitioned naturally to Canon digital systems, currently using a Canon 5D Mark III with a Canon 6D backup. With manufacturers shifting from DSLR to mirrorless systems, he questions whether the expense of upgrading would actually improve client service or profitability, especially when older Canon 5 Series DSLRs and EF lenses are now available at reasonable prices.
Financial planning forms the eighth essential lesson, with McCreery recommending setting aside at least 10% of profits for investment. He emphasizes the importance of preparing for eventual physical limitations while ensuring photographers live long enough to enjoy the fruits of their labor.
Accepting less creative but profitable work represents practical business wisdom. McCreery cites examples like high school proms, little league team photos, and industrial photography for instruction manuals as basic work that often pays well and quickly. He recalls a particularly profitable day photographing natural gas engines in the morning and a high school prom that evening, describing such jobs as "like a license to print money."
The final and perhaps most important lesson involves maintaining passion and avoiding creative staleness. McCreery contrasts his continued excitement for photography with a colleague who retired hoping never to touch a camera again. After decades in the field, he remains as enthusiastic about photographing anything he can capture as when he began his "trek on the photon trail" in 1978, emphasizing the importance of never losing joy and excitement in the craft.
