The Business Side of Being a Creative: Lessons From an Ocean and Adventure Photographer

No one tells you this when you start as a creative solopreneur: you need to know more than your craft. You need to understand business, finance, and how to sell yourself.

As an ocean and adventure photographer, I spent over six years studying photography in college, but my journey as a photographer and lifelong learner has spanned over a decade. I learned from incredible mentors, mastering techniques in the darkroom and digital editing tools like Lightroom and Photoshop. I’ve poured my heart, soul, and a hefty amount of student loan debt into perfecting my craft. Even now, I continue to learn daily, always seeking tips and tricks from fellow photographers, because there’s always something new to discover.

I used to think that was enough. Perfect your craft, keep learning, and success will naturally follow. Right?

Wrong.

To thrive as a full-time photographer (or any artist), you need to master the business side of creativity. At the end of the day, your art is also your business. If you don’t know how to run a business, even the most stunning work won’t sustain you.

You need to learn about:

• Marketing your services and building a personal brand.

• Managing your time and creating workflows.

• Building a website and optimizing it for search engines.

• Leveraging social media to connect with your audience.

But most importantly, if you are your brand, you must learn how to market yourself authentically. Being a creative professional means connecting with people on an emotional level. Photography, like any art form, is about storytelling. It’s about selling emotions.

Why Clients Choose You

Clients don’t book you just because you’re the cheapest or most expensive option. They book you because of how you make them feel. This emotional connection is key to building a successful photography business.

For years, I struggled with this. I thought offering lower prices or sharing my portfolio in enough places would bring clients. Spoiler alert: it didn’t.

I’ve since realized that building a sustainable creative career requires more than great photos. It requires showing up authentically, sharing your story, and creating genuine connections.

My Journey (So Far)

Right now, I’m in the messy middle of my journey. Some days, it feels like I’m just starting out. I still wrestle with thoughts like, “Should I get a ‘safe’ job?” or “Am I cut out for this?”

If you’re a photographer or creative feeling the same way, you’re not alone.

Join Me on This Journey

I invite you to follow along as I navigate the ups and downs of building a business as an ocean and adventure photographer. You can support me by:

• Subscribing to my blog.

• Referring me to someone looking for an ocean or adventure photographer.

• Sharing my website or social media.

• Commenting on this post or sending me a message, I’d love to hear from you!

Let’s connect and support each other in this creative journey.

Sending you salty sunshine,

Shirena