What’s Really Stopping You From Promoting Your Photography Business?
This week, a client told me she was reluctant to send a second email promoting her seasonal portrait offer because one subscriber had complained after receiving the first.
This reluctance is understandable. Nobody enjoys receiving criticism, particularly when you’re a small business owner – every negative comment can feel personal. It can feel like a rejection and an attack on you since you are your business, in many ways.
But this situation has reminded me of something I’ve seen repeatedly over the past decade of helping photographers with PR, SEO, blogging and visibility…
The Biggest Barriers To Visibility
The biggest barrier to visibility is rarely a lack of marketing knowledge. Most photographers already know they should be writing blog posts, sending newsletters, building relationships, networking, updating their websites and talking about their services. The challenge is often something else entirely…
It’s the beliefs, fears and assumptions that stop them from taking action consistently.
If you’ve ever found yourself delaying a newsletter, putting off a blog post, avoiding self-promotion or talking yourself out of a marketing opportunity, I’ve written this for you. Keep reading, as you may recognise some of these common mindset traps.
The biggest barrier to visibility is rarely a lack of marketing knowledge. It’s the beliefs, fears and assumptions that stop you from taking action consistently.
The Stories You May Be Telling Yourself That’s Holding You Back
1. “I’m Bothering People”
This is perhaps the most common concern. Photographers I speak to can often worry they’re sending too many emails. Posting too often on social media. Talking about their services too much. Mentioning their availability too frequently.
In reality, most photographers are far more likely to under-promote than over-promote.
People are busy. They miss emails. They forget things. They intend to enquire and get distracted. So, please realise that just because you’ve mentioned something once doesn’t mean everyone has seen it.
One person unsubscribing or complaining doesn’t necessarily mean you’ve done anything wrong. It may simply mean they are no longer your ideal client for that specific offer (in this particular case, the recipient was sensitive to the campaign as it was linked to Father’s Day – an occasion which can be highly emotive).
The photographers who attract enquiries consistently are often the ones who are willing to remind people they exist, so try to reframe the thought that you’re “bothering people” into “I’m helping the right people to discover my services.”
2. “I Don’t Want To Sound Salesy”
Many photographers associate marketing with pushy sales tactics. As a result, they avoid talking about their offers altogether. The problem is that potential clients cannot book services they don’t know exist.
There is a huge difference between pressuring people and informing people.
Marketing is simply helping the right people understand:
- What you do
- Who you help
- Why your work matters
- How they can work with you
If you genuinely believe your photography helps people, then talking about your services isn’t something to feel guilty about. It’s part of running a business.
3. “Good Work Should Speak For Itself”
This is one of the most damaging beliefs I encounter. Many photographers assume that if their work is good enough, clients will naturally find them. Unfortunately, that isn’t how most businesses grow.
Talent matters, of course. But visibility matters too.
Some of the most gifted photographers I know struggle to attract enquiries because very few people know they exist. Meanwhile, photographers with less experience sometimes appear more successful simply because they’re more visible.
The reality is that great work and great marketing work best together.
4. “I’m Not Ready Yet”
This can often show up in statements such as:
- I need to update my website first.
- I need a stronger portfolio.
- I need more experience.
- I need better branding.
- I need to take another course.
While preparation is important, there comes a point where preparation becomes procrastination.
Months pass. Sometimes years. The website remains unfinished. The blog doesn’t get published. The newsletter never gets sent.
The photographers who build momentum aren’t necessarily the most talented. They’re often the ones willing to take action before everything feels perfect.
5. “Everyone Else Is Better Than Me”
This mindset shows up in surprising ways; Photographers avoid entering awards. They don’t pitch podcasts. They don’t approach journalists.
They don’t apply for speaking opportunities. They don’t contact potential collaborators. Not because they aren’t capable, but because they assume somebody else is more qualified.
The truth is that confidence rarely arrives before action. More often, it develops because of action.
Many of the photographers you admire probably felt the same way before they started putting themselves forward.
6. Giving One Negative Comment Too Much Power
Human beings naturally focus on negative feedback.
- One complaint can outweigh twenty positive comments
- One rejected pitch can overshadow several successful ones
- One unsubscribed email subscriber can make you question an entire campaign.
But allowing one person’s opinion to dictate your marketing strategy can be incredibly limiting. If one subscriber complains about your newsletter but two people book because of it, which outcome matters most?
Not every piece of marketing will resonate with everyone, nor should it. Your goal isn’t to please everybody. Your goal is to connect with the people who are most likely to value your work.
7. Fear Of Being Seen
I believe this is often the real issue sitting beneath many of the others.
Photographers are usually comfortable sharing photographs. They’re often less comfortable sharing themselves; their opinions, expertise, personality and story.
Yet people buy from people, and a potential customer usually wants to understand who they’re going to be working with before they buy. They want to feel a connection.
(Sidenote: This is why my newsletter is called ‘The Content Connection’ – I believe that through strategic marketing content, such as blog posts, newsletters and editorial articles in the press, we can build a powerful, mutually-beneficial connection. Feel free to subscribe here, if you haven’t already.)
The fear of being seen is one reason why self-promotion can feel uncomfortable. Visibility requires us to step forward and get noticed. For many photographers, that feels far more vulnerable than taking photographs.
Related: The Marketing Habit That Helps Attract More Photography Clients
Common Fears Around Marketing & Visibility
After more than a decade working exclusively with photographers, I’ve come to believe that even if you know what to do to promote your work, you can still feel stuck. You may still hold back from promoting yourself, even though you know that marketing is important.
Why? Because it’s the fear of judgment. The fear of rejection. The fear of criticism. And, the fear of being visible. These concerns are completely natural. Most of us want to be liked, accepted and taken seriously.
The problem is that building a successful photography business often requires us to do things that feel uncomfortable, such as putting ourselves forward, talking about our work and risking the possibility that not everyone will respond positively.
What I’ve Learned About Visibility Since 2013
Visibility rarely comes from staying hidden. More often, it comes from being willing to take small steps and consistent action over time, despite any fears you feel.
Visibility comes from being willing to do the promotional work, even when it feels uncomfortable.
You CAN do it! And, I’m cheering you on!
If this has been helpful, why not consider getting further support via my accountability membership – The Visible Photographer?
Zoe
