Some time ago, a call for applications by a German federal ministry caused quite a stir: the ministry was looking for a freelance photographer, and the debate around photographers’ fees in Germany flared up once again in the press. The successful applicant was to be offered a framework agreement with an annual turnover of around €88,000.
A lot or a little for a self-employed photographer who has to cover their own insurance and all the expenses involved in running a photography business? It is not hard to calculate what is actually left at the end of the day — and for most photographers, it is hardly a lavish annual income. And yet there are also photographers who feel they have not “earned” that much, or who consider this amount generous.
Get Clear on Your Values and Goals
You are probably familiar with the ongoing discussions about the development of photography fees. People often complain that there are no clear standard rates to protect photographers from unfair negotiations or from clients who try to take advantage of them. And yes, that is indeed a problem.
But let’s be clear: the blame cannot be placed solely on others or on external circumstances. It is worth taking a closer look at your own attitude toward money. Sometimes it seems as though some photographers are almost ashamed of striving for higher revenue — as if financial success were somehow less valuable than recognition alone.
Recognize and Use Your Potential
A client recently shared her experience with photographers she has been hiring regularly for the past five years. Most of them are content to work once or twice a week at their current day rate, without making any effort to do more. They neglect client acquisition, skip marketing, and do nothing to increase their revenue.
And yet each of them could achieve substantial annual revenue if they became more proactive. It also depends on perspective: what counts as “decent annual revenue”? For some, €88,000 gross is a lot; for others, it is not. Your own relationship with money plays a role here. And it is absolutely okay to be successful and earn good money.
Steps Toward More Success and Income as a Photographer
If you want to identify your personal beliefs and rethink your relationship with money, here are a few tips. In my view, they form the foundation for strong revenue and professional success.
1. Set clear goals:
Start by getting clear on your professional goals and define focus areas for your work. Think about what matters beyond your day-to-day business, such as attracting more interesting clients or expanding your services. Do not let daily tasks distract you, and make sure to reserve time for activities that will benefit you in the long term.
2. Identify the right clients:
Define what makes a good client for you — someone who buys your services at a fair price that is profitable for you. Which client relationships bring you the greatest benefit? Focus your acquisition and client-care efforts on this target group, and let go of clients who do not meet your criteria.
3. Adjust your offers and set your prices:
Get clear on which services your clients truly need and expect. Be honest with yourself: is your offer attractive enough? Develop compelling offers and adjust your prices accordingly. Take your own financial needs into account as well, including how much you need to earn in order to feel financially secure and be able to invest in your business.
Rethink your inner mindset and your attitude toward money. How do you view professional success in general — and especially in relation to your own work? The most important goal cannot simply be to get a job and do it well. What matters is that you can genuinely make a good living from your work, while also supporting the photography profession as a whole through fair and appropriate pricing.
Recap
- Question your attitude toward money and be proud of financial success, because it also helps sustain the photography profession.
- Set clear goals and focus on profitable clients who are good for your business.
- Adapt your offers and prices to your clients’ needs and your own financial goals.
- Have the courage to be bold in negotiations with clients, and do not sell yourself short.
- Set a clear threshold for the value of your work — it will help you show up with more confidence.
