Advice from a photographer: The business of being a creative

Sarah Avitua, a Dallas based photographer, shared her wisdom on working as a creative in the photography field. As a mother and wife, balancing raising two children and running her own personal business, she always has her planner filled.

Avitua never originally thought of making photography into a business. She picked up a camera for the first time at the University of Texas in a photography class. Never before had she thought of taking photos as a career. In the past, photos were always used to capture memories on occasions, but it wasn’t seen as something that could be done regularly as a job.

Avitua focuses mainly on family photography, including group portraits, newborns, children, and maternity.

“You want to make your brand based on the photography you love” Avitua says.

After previously focusing on wedding photography, following her own wedding, she found that wasn’t the way she wanted to take her career. Although she produced quality work, it was not what made her happiest. In order to change her work accordingly, she learned it was necessary to take wedding images down from her site, to change the clients that would come to her.

When in the photography business, people expect what they see. After years in the business, Avitua has found her niche, capturing “the moments you want to preserve forever,” as she explains on her site.

Within the photography world, there are many possible styles and purposes. Some focus on the artistic aspects, and show their work in galleries, such as Oleg Oprisco and George Muncey. Others produce work for publications, promotional material, or personal needs. The list of focuses of photographers is endless, and can be virtually anything.

Travel photographers like Chris Burkard, are contacted to shoot for brands including Apple, Toyota, and Patagonia to name a few. While freelance photographers, like Joe Greer, work through agencies like Social Pictures to be connected to clients.

Each of these photographers have found a unique style that they show in their work. Finding and mastering a specific discourse is vital to the growth of a photographer.

“There are a lot of trends, but I had to stay true to my look. I want my images to be cohesive and I want to get to that consistent spot,” Avitua said.

Having someone to be able to recognize her work without seeing her watermark is the ultimate compliment. Finding a “look” is the starting point for many photographers, especially when their name becomes associated with a style.

“Some want to shoot and edit, but the hard part is speaking with clients”

When running your own business, the final images aren’t the entire job. Getting your name out there, connecting with clients and making transactions take up a large portion of time.

According to Avitua, this is not the most exciting aspect of being a photographer, but it is an extremely important part.

“Clients come to me 95 percent by word of mouth, and some through social media, but when people contact me they usually know a previous client”

Utilizing social media platforms to share her work is a great way to connect, though this is not the avenue she mainly uses to find new clients. At this point, she is not utilizing SEO, but still has a constant stream of business. Previous clients usually connect with others, leading to her.

With regards to the growing world of social media and sharing online, Avitua encourages it with enthusiasm. As someone who initially became interested in photography because of her love to document her life, Avitua is a supporter of social medias such as Facebook and Instagram.

“I don’t consider them [online photographers] a threat to my business. The people that want certain images hanging in their homes still seek photographers. I’m not competing with people using their iPhones.”

Above the business and technicalities, being a photographer is being an artist. To be successful, the number of formal classes or degrees are not as important as the final work you put out.

“People run themselves ragged trying to do it all. You want to make your brand based on the photography you love. Find that you love to shoot and go after that”