Starting a Photography Business? How to tell the difference between good and bad advice.
Ever been torn down by a so-called “pro” or a well-meaning friend who just doesn’t get what you're doing? Maybe it's a passive-aggressive comment, outdated advice, or someone projecting their own insecurities. And maybe it even happened in a public forum…
Any way it happens - if you’re just starting out, it can be a real punch in the gut if you haven’t found your own solid ground yet.
Not all "advice" - and I use that term loosely - is worth listening to. And knowing the difference between good advice and bad advice - regardless of the way it's delivered - might just be what keeps you from quitting.
Over on my YouTube channel, Red and the Wolf Photography and Design, I recently received some "feedback" shall we say, on some advice I'd given in this video.
And I thought it was an excellent case study to discuss feedback. Or "Constructive Criticism" as people like to call it. And the biggest problem with this term is that people have used it to allow really douchbaggy kind of behaviour, and instead of ACTUALLY being constructive, it just tears someone down needlessly. Like a bull in a china shop - you're just collateral damage, and their attitude is "oh well, clearly you're not tough enough to take it". And you know I'm normally a "suck it up cupcake and just get on with it" kinda gal, but...
I really want to talk about the difference between helpful feedback—and the kind of noise that just makes you want to burn everything down and never post again.
And I want to talk about how to tell the difference, REGARDLESS of how that "feedback" is delivered.
Because someone could be a real dick, and still be correct. And someone else might give you advice in a nice voice - and still be pointing you in the wrong direction. Because when you're just starting out, or even a few years in, it can be really hard to tell the difference.
And I know that kind of confusion has stopped me in the past. It's created years of self-doubt and second-guessing, all set off by my deep, personality-level need to not let people down. And then I just didn't step forward in what I wanted to do. Over a decade of not stepping forward.
So today I want to break down the comment conversation we had, WHY I chose to respond instead of just deleting it - because there was a very specific reason, it wasn't just reactionary - and what we can learn from it.
THE COMMENT
Lets just start with the comment I got and the conversation that followed.
Now, I'm not going to go through blow by blow of everything that was said. You can find it in the comments section if you want - and I'm not encouraging you to join in, by the way. I'm not a "go hate on that person" kinda person. It appears that he's taken down his middle comment - so I'll leave a link to a copy of it in the blog post in the description below if you're interested in what was said and how I handled it.
But I'm doing this because I think it's an excellent case study on good advice, but bad delivery and the wrong audience.
And just for the record - I didn't want to start a war. I'm well passed the "drama" point in my life. But I'm also really sick of being told what you "should" and "shouldn't" do, because that kind of thing has held me captive for too many years.
I pushed back on this comment because I hoped perhaps I could open his eyes to speaking with more kindness and grace, and I did it publicly (rather than just deleting it) so that others reading it could see the two sides to this conversation and feel confident in wherever they were starting.
Anyway - getting onto the comment.
His opening line was "This is by far some of the worst advice I have ever heard…".
Ok - you've piqued my interest.
Not that long ago, that comment could have really knocked me. Like I said earlier, that deep desire to not let people down or point them in the wrong direction - a few years ago, that would have had me second-guessing everything.
Anyway - he basically went on to say that my advice to start a photography business with a gmail account, was the "worst piece of advice he'd ever heard", because he felt that it wasn't professional and that no one would take you seriously with a gmail account.
A couple of things here:
Surely he's heard worse advice than that as a professional photographer.
Let's give him the benefit of the doubt, take the douchy behaviour out of it, and consider if he's correct.
If you were going to take out a $100,000 bank loan to start your photography business, have a full studio, the whole 9 yards - I'd say yea, it's a bit weird if you have all of this professional stuff, and you don't have a company-branded website and email.
That doesn't add up in the brain - we need things to look and feel cohesive to engender trust, right? Basic marketing psychology.
And that's where I believe my advice was still correct.
And I did state this to him.
My audience are older, second-life photographers, parents, possibly retirees, who are looking to lean into photography as a possible part-time or full-time business.
And that's the distinction.
If I'm looking at your work, and it's on Facebook or Instagram, and you don't have a website, or maybe you have a very basic website, and then there's a Gmail account - I'm going to assume that you're a newbie of some description. You're just starting out. Or perhaps you're not very tech-savvy. Hopefully, your photography will give me a better idea of what I'm dealing with.
I expect a business to have a Facebook account these days, even if there's not a ton on it and they don't have a lot of followers.
But if you're a small photographer just starting out - why would I expect you to look like a seasoned pro?
This is what I've been saying in a LOT of my videos recently - your brand, what you put out - and yes, the email you use is technically part of that brand - needs to be you, and needs to be cohesive. So if you are a new photographer, with an Instagram and a basic website, and you state on there "getting ready to launch my new small photography business - DM me if you want some cheaper shots done while I'm starting out!" - all of that still feels cohesive.
If you choose to get more professional as you go along on your own journey, then yes, I would recommend getting a website with an associated business email, because that would make sense with your "I'm a professional business" look.
So, WAS HE WRONG?
They key here, is that his idea is rooted in good business practices - What he's describing — proper licensing, insurance, domain-branded email, portfolio, credibility — is absolutely valid and aligns with what’s expected from an established, full-time, professional photographer.
So I'm going to say - yes, and no.
The real learning here comes in understanding the audience you're speaking to.
Like my kids like to say - knowledge is knowing a tomato is a fruit. Wisdom is understanding that you don't put it in a fruit salad.
You need to develop the wisdom to understand if the advice someone is giving is ACTUALLY tailored for you and your situation. And that goes for you, too, when giving advice to others. What works for you may not work for someone else in a different situation.
Look at it this way - if you hire a business mentor as a complete newbie, that advice is going to be totally different from someone who's already running a 6-figure business and is looking for a business mentor to scale them to a 7-figure business.
So in this case - while the delivery was less than kind - I'm still going to say that his advice was good, but for the wrong audience.
It's ok to START. It's ok to lean into something to see if it's right for you. It's ok to be a beginner.
It's totally ok to have a Gmail account as your starting point. When you start to get comfortable in what you're doing, you can start upleveling in other places, like a website and that branded email.
When you get older, it's harder to learn new things. It's harder to retain things you're learning. It's harder to have the energy to give to something new. It's harder to fit in that time, because you often have a full schedule, looking after kids or working.
As cheesy as it sounds - I want to be the voice of permission. Permission and encouragement to start. To try.
If you were sitting in your rocking chair at 80, and looking back, would you go "I decided not to start my photography business, because technology was hard for me, and I couldn't get my website up, so I just gave up". Or would you go - I gave it every spare minute I had, and I can die knowing at least I gave it a shot.
BUT HE'S A PROFESSIONAL, SHOULDN'T WE LISTEN TO HIS ADVICE?
I've got 2 things to say on this:
As I said above - advice for someone starting a business vs someone who's looking to scale from 6 to 7 figures is totally different. You need to know where you sit.
Know that 6-figure business owners have access to paid assistance - either through hiring someone or being able to pay for higher level tools to make jobs easier.
So if you're watching someone like - lets say Gary Vee - who is very hustle culture. Go! Go! Go! Live on 6 hours of sleep, post on tictok 5 times a day, give up on your excuses and go all in all the time!
Ok, I like Gary too - he's really inspiring and I love his energy and his passion.
But you're sitting there going - I've got 3 kids under 5 and struggling to get sleep, and we're a one income household right now. Or, I've got a full time job and I'm looking after my aging parents and I'm 50 and I've still got 10 years left on my mortgage. That advice is NOT for you. Gary's totally a pro - but that doesn't mean you're in the season to be recieving his advice.Be careful when people feel they have to "say" they're a professional. In my instance for example, the guy stated that he's got credits on IMDB and I noticed on his website that he's part of the American Institute of Professional Photographers.
They're both databases that you can pay to be on. IMDB literally stands for Internet Movie Database. I've been a part of the film industry for more than half my life - IMDB doesn't hold any weight for me. But once upon a time, when I was young and didn't understand the industry, it did. So - be careful what credentials you put weight on.
Anyone can join their national photography institute - it's a paid membership. We have two here in NZ called the Photographic Society of New Zealand and the New Zealand Institute of Professional Photography. The latter probably being the equivalent of the American version.
Look, anyone can pass a photography class or get a degree or pay to be on an official database. And I'm not discrediting those people either - that's all really valid.
But overall, while yes, professionals generally have more experience in the professional realm, there are still so many variables.
Do you know what their business values are? Do you know who their core audience or clientele is? Do they have a team or is it just them?
All of these things should be taken into consideration when you take on a piece of advice.
Even me - I don't have an official team. But I do have a supportive family.
My other half is a computer nerd, so I have a nasa level computer setup.
I'm a teenager of the 90's - I was on the technology wave when it started, so I've got a fair understanding of technology and I have an interest in business and marketing and website creation and have been a receptionist and office manager most of my professional life - so my skill set might be different to yours.
Also - I'm from New Zealand - our cultures might be different. Our costs will totally be different. Our tax laws will be different. Here in NZ you can be a sole trader up to something like $70k a year before you have to register as a business. You still have to pay tax, obviously, but the point is - my advice might be different to what you need in your country. So always do your research.
The moral of the story here is: I'm not saying "don't listen" - I'm just saying that it's prudent to consider where the advice is coming from, and to do your own first hand research where applicable.
WHAT ABOUT ADVICE FROM FRIENDS AND FAMILY
I've spent a lot of time in my life listening to "professionals" and disregarding the exact same advice from people close to me. When I was in my 20's, I wanted to be a singer. And my other half gave me some advice and I didn't listen to him. Then one day, Ronan Keating (from the boy band "boyzone" from the 90's) was speaking and said the exact same thing - and while excitedly reciting this back to my other half, he looked at me in disbelief and said "I literally told you that years ago". He reminds me of this often, by the way. ;)
I have learned that he is more than often right, and I value his input.
I think it's hard when it comes to "normal" people, shall we say, in your life. Parents or spouses, friends, siblings who want the best for you, but struggle with their own insecurities. Maybe they tried to start their own business once and it failed, so they're more cautious.
Or maybe, they're actually really wise and just have really good advice like my other half did, because he's naturally perceptive.
Again, I think it's important to consider where the advice or critique is coming from.
AND, what it's about. If they don't like your photography style or niche choice - that's a bit more of a personal decision. Ultimately, YOU have to be happy with your work. So, unless they're concerned for your safety, that one you might have to take with a grain of salt.
And I do actually mean safety. My cousin was taking photos in war zones - not the safest photography job in the world!
But if someone's giving you advice - maybe ask them deeper questions before you take things at face value. Ask them what experiences they've had or that they know of directly that made them want to tell you something. Ask them if they ever wanted to be a photographer or something creative. And don't judge or defend - just listen to their story.
You can make a judgment at the end, but often people want to share their concerns or thoughts or even ideas because they love you, or because they want to just feel heard and seen too. Or maybe they want to give you what they think is a really cool idea because part of them wants to know that they're woven into your story.
The whole idea here is to listen - and then consider. If they're coming from a place of fear, don't let their fear affect you. If they're coming from a place of experience, maybe it's something to put into your calculations. And if they're coming from a place of optimism - that's great, but also, don't go chasing shiny new things if they're not in line with what you're trying to accomplish.
THE TIME AND PLACE TO DROP YOUR EGO AT THE DOOR
I want to share one last thought.
There is a time and place to drop your ego to LEARN. For instance, at my local camera club, we submit a couple of images to be assessed each month, independently. Then, when the assessments come back, at club night, we pick a few and go into what the assessor said could be improved.
And we've started opening the floor to let the members discuss it, not just those of us taking the reviews or the teachings for the night. It's a great place to drop your ego and really hear what others have to say about your work. Sometimes you might agree with them, sometimes you may not. Sometimes, it's not the right audience for that particular photo - what's right for a client probably isn't right for camera club.
But sometimes it's really worth it to sit with other photographers, and say "what would you do differently". Or "how could I improve"?
You don't improve if people just constantly tell you you're brilliant and never point out things you could do better.
But don't come into it fragile. Don't come into going "oh, it's my best photo ever, and I'll be so heartbroken if people don't like it".
Do you want to get better? Drop your ego. Your thought should always be: "Can I learn something here?"
They're not discussing you as a person, they're discussing how you could improve next time. They're not going to kick you out of the club, they're going to encourage you to keep shooting.
CONCLUSION
Look, sometimes feedback might catch you off guard. You might feel hurt or disappointed in something you thought was awesome, but others don't see the same thing.
Ultimately, if you're starting a photography business, just be thoughtful about where the advice comes from and if it's actually directed at you, or if it's more self-reflective. Or if it's good advice, just the wrong audience or the wrong timing.
You do need to watch out for people with big ego's or who think they're "the the "it" thing", and well-meaning friends and family - but take yourself out of the situation for just a moment and look at the advice as if you were watching from the outside.
Regardless of how it's delivered - with ego or condescension, or with love and a genuine want to help - is that advice right for you?
Not all feedback is for you - and that's ok.
THE CONVERSATION
Most negative comments that aren’t really of any consequence, I just delete. I like to keep my space as clean and ‘drama free’ as possible. But as I mentioned, I felt like this needed defending, not so much for myself, but because he was attacking all the other people that had thanked me for this video and found it useful. He’s going to make THOSE people second guess, and maybe STOP someone from trying.
I’ve met many people like this in my life, and generally I’ve let them walk all over me and taken “advice” from people who are just trying to boost their own ego by putting someone else down.
I did check his website and he is, indeed, a “professional”. Although i’m pretty sure he wouldn’t look kindly on a stranger walking into his business and telling him how he’s doing things wrong. I spotted things on HIS website that made me cringe, but I’m not going to get into a tit-for-tat battle.
I just wanted to use this as a good example of - that sometimes, even “professionals” can give bad advice. And it really pays to start to tweak your “BS” meter AND become more self-reflective as a business owner and photographer and not take things so personally when offered. It’s a balancing act. ;)
