How to find your photography niche and grow your business

We’ve all heard the saying, “Jack of all trades, master of none.” 

As cliché as it sounds, it’s true. 

When I started my business 3 years ago I thought that I needed to shoot everything.  I said yes to every single session that came my way just so I could make some money, but before my first year in business was even over I was miserable and burnt out. 

I had to take a step back and evaluate my business and remind myself why I started it.

I realized that I was leaving my family for a shoot that wasn’t inspiring, enjoyable, fun or profitable.  I was dealing with clients that wanted to haggle my already super cheap prices and I was done.  I realized that by shooting anything and everything that I was not allowing myself to become an expert in a specific genre, which in turn would set me apart from all of the other “ I shoot ‘em all” photographers that are flooding the industry.

By shooting all genres, I was attracting everyone. 

While that sounds wonderful, it really isn’t.  See, everyone is not a wonderful client.  People who value the art of photography are more willing to pay for it.  Those are the types of clients that I wanted to attract, so I decided to specialize and become an expert in what type of photography I did therefore I was able to raise my prices, be happier and enjoy my life as a photographer again! 

Oh, and my business??  Well, it began to flourish the moment I decided to specialize. 

People were seeing the passion that I had for the work I was producing.  I had the time and energy to give 100% to each client because I was no longer running around like a crazy person trying to do it all.


So, today I want to give you a little homework:

  1. I want you to look back at your work and pick out the photos that are your favorites.  Why are they your favorites?  What about that photo makes you excited?
  2. Look through your newsfeeds on Facebook.  Who are the photographers that you love following?  You know, you see their images pop up in your newsfeed and you swoon over how beautiful that picture is.  What are they shooting?  What draws you to that photo?  Are they shooting the types of sessions that you wish you were shooting?
  3. Think back to those sessions that you shot where you couldn’t wait to get home and get the images on the computer because you KNOW you just had the session of your life!  Those sessions are the kinds of sessions you should be shooting and specializing in.
  4. Take a leap of faith and specialize!  I promise you will fall in love with your craft all over again and you will be a much happier photographer!

What are you waiting for???  Decide what kind of photographer you want to be and go for it!  Trust me, you won’t regret it!


  • Manny Jimenez

    something I definitely need to consider. Thanks for explaining how to figure out what we SHOULD focus on.

  • Megan

    Thank you for sharing your experience! Starting out, it can overwhelming and confusing trying to find where you belong and how much you should be charging. It’s always great to hear stories from those who have successfully navigated those waters.

  • Rebekah

    Thank you for your post! I totally believe in the idea that “Anyone can DO what you do, but nobody can COPY who you are!” That’s why you should specialize and find out why you do what you do because it totally sets you a part from the rest of the crowd. People hire people and the more you can stand out from the crowd, the better! So I totally agree that you should figure out not only the TYPE of photography that you want to do, but you should also figure out the WHY. Because that’s what drives a cohesive message for your followers.

  • Liz

    Thanks for sharing your perspective. Your work is beautiful.

  • Lucy Arredondo

    Great artice!

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