Commercial Photographer: Your Guide to Marketing, Creativity and Growth

Most commercial photographers post content and hope for the best, but effective marketing for photographers requires a deeper strategy. We examine the technical and psychological barriers that prevent followers from becoming high-paying clients.- The surprising reason why a potential client might hire you on one app but ignore the exact same work on another. - Why massive engagement on Instagram often fails to translate into a booked calendar for a commercial photographer. - How to use the "human factor" on B2B platforms to build authority without sounding like a generic salesperson. - The technical mistake you are likely making when sharing links that makes your content effectively invisible to your audience. - A specific 48-hour routine designed to "warm up" the algorithm before you post your most important content. - The definitive platform choice for a commercial photographer, depending on whether they target large corporations or solopreneurs.⁠⁠⁠⁠⁠⁠Download the free guide to Marketing and Creativity here⁠

Most commercial photographers are at the mercy of platform changes, but your email list is an asset you truly own. This week, we explore how to move beyond "vanity metrics" and start building a high-trust audience that actually results in bookings.We dive into why most high-end sales require multiple touchpoints and the specific way email marketing bridges the trust gap between a lead and a booking. Discover the psychological power of simply appearing in a client's inbox and how this "invisible" marketing tactic works even if they never click a single link. Sam reveals a specific legal approach for growing your list using existing contacts and "legitimate interest" that most photographers are too afraid to use. We explore how to find your own perfect frequency for sending updates so you remain a top-of-mind expert without burning out your audience. Find out why seeing people leave your mailing list is actually an essential part of refining your business for higher-quality clients. We break down the technical risks of using standard email for newsletters and why professional delivery systems are non-negotiable for long-term deliverability .⁠⁠⁠⁠⁠Download the free guide to Marketing and Creativity here⁠

This week, we are pulling a highly valuable episode out of the archives while Sam takes a few days to recover from a routine medical procedure. We are diving deep into the world of blogging for photographers. If you've ever stared at a blank page wondering what to write, or questioned if blogging is even worth the effort, this episode is for you. Sam breaks down exactly why words are just as important as your images when it comes to getting found online, and how to create content that actually works for your business.Key Takeaways from this Episode:The "Why" of Blogging: Discover how a blog acts as the ultimate marketing multi-tool—boosting your SEO, feeding your social media channels, and practically writing your email newsletters for you.Location is Everything: Why your blog absolutely must live natively on your own website rather than a third-party platform.Word Count & SEO: We discuss the golden rule of 500 words minimum. Pictures are great, but Google needs text to understand what you do and where you do it.Formatting for Scanners: Practical tips on structuring your posts with subheadings, short paragraphs, and bullet points so people stay on your page longer.The Smart Way to Use AI: How to use tools like ChatGPT to overcome blank-page syndrome and polish your drafts, without letting it steal your unique voice.Promotion is Non-Negotiable: You wrote it, now what? Simple, effective strategies to actually get eyeballs on your blog using social media and email marketing.⁠⁠⁠⁠⁠Download the free guide to Marketing and Creativity here⁠

Many photographers feel pressured to upgrade, but is the newest tech always the best for your business? Paul Wilcox joins Marcus to debate the systems, revealing how your choice of gear impacts your speed and your budget .The Focus Revolution: Learn how mirrorless sensors eliminate lens calibration errors, ensuring your images are sharp even when shooting wide open.The £600 Flagship: Why a used DSLR might be the smartest financial move you make this year, providing pro-level results at a fraction of the cost.The Viewfinder Advantage: Discover how "live" feedback—including histograms and instant review inside the eye-cup—changes how you interact with your client .⁠⁠⁠⁠Download the free guide to Marketing and Creativity here⁠

Mastering the Visual Narrative: Being a successful brand photographer requires more than just a good eye; it requires becoming a "visual translator" for your clients. Marcus sits down with Jessica Hanlon to reveal how to move beyond generic aesthetics and build a business based on true identity.The Investigator Mindset: Discover the pre-shoot research techniques that allow you to capture a client's specific personality rather than a "same-same" template.Intimidation-Free Gear: Learn why working with a light gear setup—like a single on-camera flash—can actually build deeper trust and help your clients relax on location.Strategic Visibility: Tactical advice on how to use AI to refine your marketing "voice" and churn out high-value content that attracts clients who value your unique style.⁠⁠⁠Download the free guide to Marketing and Creativity here⁠

The Invisible Ceiling: Most photographers argue about gear, but the most successful creators are arguing about philosophy. Marcus and Sam tackle the ten "hot buttons" that determine whether you are a high-value asset or a disposable vendor .The "Invisible" Photographer: Why failing to show your own face in your marketing is the #1 way to kill your credibility and your Pricing for photographers.The Revenue Leak: The simple licensing "safety net" you need to stop clients from using your work on global platforms without paying you a penny .The Copycat Trap: How to break away from the "formulaic" imagery that is currently devaluing the industry and start creating work that justifies a premium price .⁠⁠Download the free guide to Marketing and Creativity here⁠

⁠Join the WebinarStop Being Forgettable: Many photographers play it safe with "lifestyle headshots," but that makes your work, and your rates, entirely replaceable. Emily Kim joins us to show you how to inject real creative value into every session.The Inspiration Upgrade: Learn why looking at other photographers leads to "same-same" work, and how to use non-photographic influences to give your clients a unique look they can’t get elsewhere .The "Designer-Ready" Secret: Discover the technical framing trick that makes your images essential for web and graphic designers, ensuring your work is actually usable across all marketing platforms.Building a Visual Narrative: Shifting your focus from individual "hero shots" to a cohesive gallery increases the perceived value of your work and the results for your clients.Visit Emily's Website

The Profit Blueprint: Most brand photographers start by trading time for money, but that creates an immediate ceiling on your income. Sam explores the tiered structures and psychological shifts needed to move into the premium market.The Goldilocks Strategy: Why offering three specific choices is the most powerful psychological tool in your pricing arsenal.The "Outcome" Premium: The specific shift in language that allows you to charge for results rather than just files.The Sales Gap: A high-stakes technique for the final 10 seconds of a sales call that prevents you from negotiating against yourself.Join the Webinar

If you want to be able to charge more by being seen as a premium photographer, then join our Webinar. It will help you do just that.Join the webinar

Don’t Let Your Life’s Work Fade Away: Most photographers are the engine of their business, but that often makes it impossible to sell. Mark Jarvis joins Sam to discuss how to build a "going concern" that retains its value long after you've stepped away.The Buyer's Litmus Test: The one critical factor that determines if your business is a sellable investment or a personal liability.The Lead-Gen Mirage: Why your current method of finding clients might be the very thing stopping you from ever walking away.The Valuation Formula: We reveal the specific math behind Business sales and why your "Brand Swoosh" is worth more than your equipmentJoin our webinar about charging more, by being seen as a more premium photographer

Clients today need a constant stream of visuals for every platform, yet the perceived value of each individual photo is plummeting. Marcus explains how to stay profitable when the market demands more for less.The Perceived Value Drop: Why delivering hundreds of images can actually make your business look like a low-cost commodity.The Value Chain Pivot: Discover the specific repositioning required to move away from “supplier” status and why it’s the only way to build a sustainable career today.The 24-Hour Reality: How to handle the modern expectation of “shoot today, deliver tomorrow” without losing your mind or your margins.⁠⁠⁠Join our webinar⁠ about charging more, by being seen as a more premium photographer

The Architecture of Six Figures: Many photographers chase turnover without realising they are building a "slog" rather than a business. Fabrizia Costa joins Sam to explain why hitting £100K is a math problem that requires a deliberate choice of model—not just more activity.The Revenue vs. Freedom Split: Discover why £100K turnover can often mean zero freedom, and the two completely different business models that lead to the same financial figure.Positioning Over Promotion: We discuss why price resistance is actually a symptom of your positioning, and how "clearer marketing" beats "tons of marketing" every time.The Personal Project Leverage: Learn why your "unpaid" work is actually the highest leverage tool for your brand identity and how it creates the visibility that paid ads can no longer buy.Free help from Fabrizia⁠ChatGPT Worksheet⁠⁠Reality Check

The New Discovery Era: As we conclude The AI Revolution, we look at how to ensure your business doesn't disappear as AI search platforms grow. Sam explains why the "Google era" is evolving and how you can position your Commercial Photography business to be the one the AI recommends.The Recommendations Race: Learn how AI models decide which photographers are "authoritative" and how to jump to the top of their suggestion lists.Decoding the "Machine" Language: We discuss the specific website structure that helps AI understand your services instantly, and why "pretty" design isn't enough anymore.The New 30-Day Standard: Discover why "stale" websites are being punished in AI search and the simple content habit that keeps you relevant in 2026.⁠Download the free guide to Marketing and Creativity here⁠

The AI Accountability Episode: In 2026, trust is the most valuable currency in Commercial Photography. Jay Peterson from Evoto AI joins us for an exclusive, candid discussion about a controversial project that nearly broke that trust with the professional community.• The SEO "Head Generation" Misstep: We lead with the exclusive story of a project that "slipped through the cracks"why it was pulled, what the organisation learned, and why they’ve committed to never letting it happen again.• The Efficiency Revolution: Discover the "Edit One to Edit All" system that distils complex manual retouching like frequency separation and dodging and burning into simple, intentional decisions.• The 36-Hour Delivery Secret: We investigate a new "Instant Capture" workflow that could allow you to shoot, cull, and deliver fully retouched galleries in real-time.⁠⁠⁠Download the free guide to Marketing and Creativity here

The Foot in Both Camps: In 2026, the creative industry is split between the demand for total authenticity and the need for AI efficiency. Giles Christopher reveals how he carves out a "narrow channel" to meet client needs without compromising his professional ethics.• The High-End Access Gap: Discover how AI is lowering the barrier to entry for complex, CGI-style results, making high-budget looks accessible for seasonal commercial projects.• The "Mixed Reality" Formula: We explore Giles’s specific workflow for combining physical assets with machine intelligence, and why this particular "hybrid" approach is the secret to maintaining both your soul and your profit margins.• Combatting the Influencer Threat: Learn how to stay relevant in a market that prioritises quantity, and why "polishing" your work with AI is a defence against the race to the bottom.⁠⁠⁠Download the free guide to Marketing and Creativity here

The Efficiency Layer: Most photographers didn't start their business to spend hours on spreadsheets and emails. As we continue The AI Revolution, Sam reveals how to hand over the most tedious parts of your business to an AI assistant—without losing your professional "voice."• The 30-Second Quote: We discuss a specific technique for generating high-detail, branded quotes almost instantly—and why your first attempt will likely fail without one crucial setup step.• The "Perfect Memory" Bot: Discover how to ensure you never forget a client detail again, even months after a call, using a tool that lives inside your meetings.• Decoding the Numbers: Learn how to turn a mountain of confusing social media and website data into a clear marketing roadmap, even if you hate spreadsheets.⁠⁠⁠Download the free guide to Marketing and Creativity here

The Future is Here: While most are debating the ethics of AI Glenn Grant is it to rebuild his business from the ground up. In this season premiere, we explore how Glenn has automated the "boring bits" to focus purely on creativity.• The 60% Reduction: Discover the exact framework Glenn uses to reduce business overheads and why Commercial Photography delivery times are shrinking from weeks to hours.• The "Invisible" Editing Step: We reveal a critical stage in the post-production process that most photographers are completely ignoring—and how AI handles this high-value task in seconds.• The Ethical Blueprint: How to use real models and real products with AI composition to achieve "picture-perfect" results without losing your creative soul.⁠⁠Download the free guide to Marketing and Creativity here

Museum Piece or Essential Tool? In the age of mirrorless previews and instant histograms, the humble flash meter is the subject of fierce debate. Marcus dives into the history and the high-tech reality of this device to determine if it still has a place in a modern Commercial Photography workflow.• The Precision Gap: Discover the specific scenario where your camera's digital preview is actually "lying" to you—and how a meter provides a level of repeatability that software can't match.• The Speed Paradox: Most photographers think a meter slows you down, but we reveal how it can actually save you 15 minutes of "trial and error" when building complex Studio Lighting for Photographers.• Educational Gold: Learn how this single piece of kit can fast-track your Commercial Photography Skills by training your eye to see light ratios in a way that looking at a screen never will.⁠Download the free guide to Marketing and Creativity here

The Dual Challenge: It’s a high-stakes start to 2026. While the January 31st Tax Return for Photographers deadline is looming, an even bigger shift is coming this April. Specialist accountant Vicki Pascoe joins us to provide a two-part roadmap for your business.• The 10-Day Warning: If you haven't filed yet, hear the critical reason why you cannot afford to wait until the 31st—and the specific "Gateway" hurdle that catches most photographers out.• The April 6th Shift: We pull back the curtain on "Making Tax Digital." Find out if your Commercial Photography turnover triggers the new mandatory requirements and what the quarterly filing actually means for you.• The Case for Outsourcing: Why hiring a professional for your Accounting for Photographers is often a profit-making move rather than a cost, and how to decide if it's finally time to stop doing your own bookkeeping.⁠Download the free guide to Marketing and Creativity here

The Critical Gap: Why do some high-quality images fail to get results for clients? Strategy expert Uta from Carrot and Karma joins us to explain why Commercial Photography is only as effective as the planning behind it.• The Clarity Trap: Discover why a lack of Brand Strategy makes it impossible for a photographer to represent a business accurately, regardless of their technical skill.• Target Audience Alignment: Learn how to identify if your client actually knows who they are talking to before you ever press the shutter.• The Impact Checklist: A guide for the Brand Photography professional to ensure the messaging and "feeling" of the brand are locked in before the shoot begins.Download the free guide to Marketing and Creativity here

We received the sad news this week that photographer Martin Parr passed away. Our show this week is a mix of personal stories, reflections and discussion about the life and work of Martin Parr. Hear what Martin thought about Marcus's photography during his degree and about the fantastic legacy and foundation he leaves behind. Marcus shares with us a glimpse into Martin's commercial photography.

STOP GUESSING: Your website holds the key to your Commercial Photography Marketing success, but only if you know what the numbers mean. This essential show breaks down the noise of Website Analytics for Photographers into three actionable points.The Vital Few: Discover the exact 3–5 Commercial Photography statistics that genuinely measure your site's performance and income potential.The Dangerous Distractions: Learn which "vanity metrics" you should immediately ignore, as they waste your time and sabotage your business focus.The Diagnosis Checklist: Find out the critical signs in your data that signal an urgent, revenue-killing problem you need to fix this week.

The Challenge: Every Commercial Photography session starts with a client saying, "I hate having my photograph taken." The Solution: Expert listener Colin Smith reveals the Commercial Photography Skills that help you immediately build trust, relax your subject, and capture authentic emotion.• The 10-Minute Mindset: Discover the specific psychological framework you must adopt upon arrival to master Photographer Rapport Building even before you pick up the camera.• The Golden Prompt: Learn the single, magic sentence you can use while shooting that shifts the client’s focus and unlocks genuine expression for the perfect photo.• The Inner Practice: Find out the counterintuitive 10-minute listening exercise you can practice at home to instantly improve your essential Commercial Photography Skills.

Is your Commercial photography income seasonal? Wedding photographer Nick Church reveals the reality—and huge potential—of offering Photography education. Learn how this strategic service can be the ultimate tool for Photography business growth.• The Passive Income Lie: Find out why the promise of automated recurring income is false, and what level of sustained marketing work is actually required to make your course profitable.• The Conversion Secret: Discover the specific type of marketing content that attracts genuine buyers, and why high-spend generic ads fail to generate high-quality leads for your Commercial photography business.• The Overlap Advantage: Learn the simple branding trick that turns your existing Commercial photography clients and network into your warmest, most valuable source of education leads.

Are you leaving money on the table? Marcus breaks down event photography, a high value, high pressure genre that perfectly complements your commercial photography marketing. Learn how to capture the atmosphere and emotion that brands need for their future campaigns.• The Preparation Blueprint: Discover the essential questions you must ask your client before the day begins to guarantee you capture the client's full vision.• The Gear Guarantee: Discover the essential equipment setup you must adopt to guarantee reliability and professional results in unpredictable, low light venues.• The Relationship Advantage: Learn the powerful, simple strategy borrowed from wedding experts that helps you turn venues and speakers into your best source of repeat bookings.

Is your SEO still working? This episode with web expert Alex Vita asks the provocative question: Is traditional SEO dead in the age of AI? Discover why tracking website traffic is no longer enough and what strategic shift you must make to secure premium clients in the "Zero Click Marketing" world.The Zero Click Strategy: Discover why chasing simple SEO traffic is a waste of time and what single metric you should be tracking instead to prove your online efforts are working.The New Rules of Google: Learn the most crucial concept for modern SEO and Google Search, and how to build a powerful online reputation that satisfies both AI and your potential clients.Positioning for Premium Fees: Find out how to stop being a generalist and use a simple positioning tactic on your website that allows you to immediately justify charging higher fees.

Discover the true numbers behind the industry's gender split and see exactly why brand photography is attracting so many women photographers right now—and why it’s not just a coincidence.Uncover the 'magic ingredient' of successful brand photography that allows you to charge more, secure repeat business, and turn simple images into powerful brand stories for your clients.Identify a huge commercial advantage that many photographers are currently missing, which represents a clear path to high-value, consistent bookings if you understand how to approach it.This week, we're diving into a topic not often discussed in the photography world: why brand photography is so heavily dominated by women photographers, both behind the lens and as clients. We go beyond the gear and business strategy to look at the psychology and personal connections that truly drive success in this niche.Marcus and Sam discuss the surprising statistics showing the gender ratio and break down what makes women excel in this area—it's less about technical skill and more about empathy, storytelling, and emotional intelligence.But here's the kicker: The show uncovers a huge commercial opportunity. We discuss an untapped segment of the market and what you need to know about their distinct visual approach. If you’re a brand photographer looking to increase your income, stand out from the crowd, and secure more repeat clients, tune in to find out where the real money is and how to get it.

Marcus is back this week with a fantastic guest: Colin Jones, CEO of The Society of Photographers (The Societies).In this powerful episode, Marcus and Colin dive deep into the state of the professional photography industry, focusing heavily on the commercial and B2B sectors. Colin shares critical insights on how a 5,000-member international organisation supports photographers and what it truly takes to succeed in today's demanding market.What You Will Learn. We’re covering the three key takeaways you need to navigate the evolving industry:How to significantly improve your photography and build a more profitable, premium business by leveraging the support, mentoring, and community of a dedicated professional body.How the commercial photography market is changing, addressing the challenges and opportunities presented by AI, and exploring which specialised markets (like food, architecture, and product photography) are thriving.Why ideas are the gold standard of your business, and why technical excellence alone won't cut it in the future, especially as technology advances.

If you're looking to accelerate your journey in Brand Photography or Growing a photography business, this episode is an absolute must-listen. Sam and Marcus dive straight into the practical, down-to-earth steps for finalising the purchase of a photography business, focusing on the client lists and assets that form the real value. Stop wondering how to get ahead and start implementing the strategies that will give you significantbenefits and set you apart in Marketing for photographers.What You'll Take Away From This EpisodeWant to know the secrets to a smooth and profitable acquisition without getting bogged down in solicitor fees? Listen in todiscover:The straightforward process for drawing up a watertight contract.  You'll learn why you can ditch the expensive lawyers and what simple, clear language is vital to make sure all parties stick to the agreement.The non-negotiable next steps to monetise your new client list immediately. We show you how to be proactive and make a plan to gain maximum value from the assets you've just bought before they go cold.A clever negotiation tactic involving staggered payments and commission. Hear how to structure a deal that reduces your risk and incentivises the seller to help you transition clients, all while keeping the cash flowing.

Tired of the slow crawl to grow your photography business?In this episode, we're talking about a serious shortcut: buying an existing outfit. Sam shares his personal experience and lays out a practical guide on how to acquire a local photographer's assets to instantly boost your client list and portfolio, including a deeper dive into lucrative commercial photography and brand photography markets.What You'll Take AwayInstantly scale your business overnight: Discover the one radical move that can double your client roster and digital presence without years of grafting.Avoid the biggest financial mistake: Learn the critical difference between buying the 'business' and buying the 'assets' to protect yourself from hidden debt and legal faff.Work out exactly what you should pay: We give you the no nonsense methods for valuing a business's goodwill and client list, including clever ways to structure payments that protect your cash.Ready to stop waiting for growth and start making it happen?This episode is packed with invaluable, practical advice for any UK photographer looking to get ahead.

Brand photography isn't just a job; it's a goldmine for creativity and a sure-fire way to deliver massive value to your clients. Aimed squarely at UK photographers, this episode cuts through the waffle to show you how a fresh approach to branding shoots can keep you creatively sharp and significantly move the needle for your business.Stop leaving money and opportunities on the table. Here's a taste of what you'll gain from listening:You'll discover the simple yet powerful shift in focus that instantly transforms your images from simple snaps into authentic, powerful visual narratives for your clients' brands.How do you stay razor-sharp creatively when working on multiple, varied projects? We reveal why shooting brand photography forces you to borrow from different photographic genres, and how this fusion keeps your skills fresh and your portfolio unique.Learn the crucial difference between 'spontaneity' and poor planning, so you can walk onto a set fully prepared while remaining completely open to unexpected, brilliant ideas—a skill that impresses clients and leads to your best work.

Tired of throwing time and money at marketing and gettingnowhere? This week, Sam delivers five and a half practical, low cost marketing strategies for photographers that any UK photographer can implement right now to bring in higher paying commercial photography clients and grow theirbusiness.This episode is packed with useful content, but we've pulledout the three essential takeaways that will most quickly boost your commercial photography business. Stop relying on luck; start implementing a clear plan that converts prospects into paying customers.Listen to discover:Three Things You’ll Learn in This EpisodeThe Hidden Database on Your Hard Drive: Discover the simple, overlooked source of paying clients you already possess, and learn the UK-specific GDPR rule that allows you to contact them immediately, turning old inquiries into new sales.How to Break the Ice with Big Decision-Makers: Find out the essential 3-step blueprint for warming up leads on LinkedIn before you send a connection request, ensuring that key marketing staff are ready to see the value in your commercial photography.The Low-Cost Client Funnel You Need: Master the technique of the "discounted offer" (like a simple headshot) and, more importantly, the crucial plan to successfully move those first-time buyers onto your premium, high-value brand shoots.Grab a cuppa and listen now—your next big client is waiting.

This week, we're joined by personal branding experts Kaz Grant and headshot photographer Toby Lee. Toby has built an excellent personal brand which has helped him to stand out from the crowd and attract new customers. They discuss how all photographers can use their personal brand to grow their business. We explore why your reputation is more important than ever and how you can leverage it to get more work. Tune in to discover why a strong personal brand is the key to standing out in a crowded market.What You’ll Learn From This Episode:Discover the secrets to building a personal brand. You'll learn what a personal brand actually is and how it can help you get ahead in your photography business.Find out how to attract new customers. We reveal how to make your social media and video content work for you by turning a passive audience into active clients. We also discuss other key marketing channels.Learn how to make personal branding an enjoyable process. We give you practical tips for creating a personal branding strategy that feels authentic and fun, so you can do it consistently and see the benefits.

Tired of feeling like you need to remortgage your house to buy quality photography equipment? Think again. In this episode, we reveal five game-changing items you can get for under £20 to significantly improve your skills and efficiency in commercial photography. From must-have gear to mind-altering concepts, we give you the tools and ideas to elevate your work without breaking the bank.What you'll learn1. Low-cost gear that transforms your shots: Discover two affordable and essential pieces of photography equipment that will drastically improve how you manage light and capture stunning images, whether you're working with natural light or studio flash.2. How to see your work with fresh eyes: Learn about two influential books that will change the way you think about your commercial photography and help you develop a deeper understanding of your craft, turning you into a more intentional and creative photographer.3. The one small investment that could save your shoot: Find out about a simple solution that allows you to see your shots in a whole new way, helping you make real-time adjustments and impress clients with a professional workflow.

Struggling to protect your work and get more clients? In this episode, we chat with award winning travel photographer Nico Trinkhouse who shares his experiences turning a negative situation into a positive business venture.Three Things You'll Learn• How his personal journey with copyright led to a new business and a proven way for photographers to get paid when their images are used illegally.• Why his unconventional approach to blogging has become his most effective marketing tool for finding and winning high value clients.• How he discovered a business model that is far more profitable than the

On this week's episode, the hosts dive into the world of email marketing and how it can be a powerful tool for photographers to generate leads and grow their business. The conversation goes beyond simple newsletters, revealing how smart strategies can automate your marketing efforts and significantly boost your bottom line.Three Things You'll Learn This Episode:How to Warm Up Leads Automatically: Discover the power of email automations and how to set up a series of emails that build a relationship with potential clients after they download a free resource from your website. You'll learn how to use these sequences to move people from a cold contact to a warm lead ready to book with you. The Secret to Retaining Clients: Find out how an automated email sequence can keep you in touch with past clients. By continuing to provide value after a photoshoot, you can increase customer loyalty, encourage repeat business, and sell additional services they might not know you offer. The Power of Tags and Triggers: Learn the simple but effective system of using tags and triggers within your email platform to segment your audience. This helps you send the right message to the right person, so you never look unprofessional by sending a promotional email to someone who's already bought from you.If you like this episode you'll probably also like:How to grow your mailing listWhat to do with your mailing list

Want to get more photography clients through the door? This week, we're talking about how to turn Google Maps and Google Business into powerful tools for getting more leads and growing your business growth. Learn how to improve your local marketing and get found by the right people, all without spending a penny.In this episode, you’ll learn:Why the name you've chosen for your photography business could be holding you back and what you can do about it to get more leads.The one thing you must do to get to the top of Google Maps and why reviews are absolutely vital for your marketing.How to craft your Google Business profile to get more clients, and why you should be posting on it regularly.

Are you a commercial photographer in the UK looking to take your business to the next level? You’re likely focused on your portfolio, marketing, and networking—and those are all crucial. But what if we told you there’s a single, powerful skill that can dramatically improve your client relationships, boost your likeability, and ultimately lead to more business?In this episode, we chat with Colin D Smith, a true expert on the art of listening. While most of us think we’re good listeners, the reality is that very few people have truly mastered this skill. Colin explains why deep listening is so important, not just for personal connections, but specifically for professional success.Colin breaks down how a few simple changes can make a huge difference:Build Trust & Likability: By asking open-ended questions like, “How do you feel about that?” or “What more do you want to say about that?”, you encourage clients to open up. This helps you build genuine trust and makes you more likable, which is essential for securing future work.Improve Client Relationships: When you're a better listener, your clients will also listen more closely to you. This creates a powerful, two-way street that ensures your clients feel heard and understood, making them feel confident they’ve chosen the right person for the job.Get More from Networking: Networking isn’t about pitching yourself; it’s about connecting. The better you listen, the faster you can build rapport and stand out in a crowded room.Colin shares practical techniques to help you sharpen your skills:Be Present: Clear away distractions and go into conversations with a calm, settled mind. Don’t just hear what someone is saying; truly listen by observing their body language and letting them finish their thoughts.The Power of the Pause: After someone finishes speaking, wait a full three seconds before you respond. This simple pause prevents interruptions and gives you time to fully absorb what was said.Listen for the Little Things: Pay attention to phrases like, “I’ve never told this to someone before.” This shows they are trusting you with something personal and gives you a powerful opportunity to deepen the connection.Don't let your communication skills hold you back. Deep listening can be learned, and it might just be the most valuable investment you make in your photography business.Want to learn more? You can connect with Colin at:Website: dexteritysolutions.co.ukLinkedIn: linkedin.com/in/colindsmith1Email: [email protected]

This week, Marcus and Sam discuss the hotly debated topic of “Do you need a photography degree/qualification to be a commercial photographer” and what’s the alternative?This is the first ever episode of Shoot to the Top and we are sharing it with you as Marcus and Sam are taking a little summer break.Marcus, no surprise, being an ex senior Lecturer in photography comes down in favour! But for reasons that may not be obvious. Sam asks probing questions and has an alarming stat of the Day.This show is just perfect if you are trying to decide whether to spend your hard earned cash on going to university.

Kirsten Luts is a commercial portrait photographer on theoutskirts of London. He is also the host of the Camera Shake podcast. Kirsten uses podcasting and video (on YouTube) as a large part of his marketing. The first thing to think about before starting a podcast or YouTube channel, you’ve go to think about why you are doing it. It could be getting more clients, or it could be a passion project. For Kirsten, it was to give him something creative to do during the COVID lockdowns when all his photography work had stopped. He says he learned a lot from some of the best photographers of our time. Kirsten says that initially, he spent a lot of time and money on the podcast. It didn’t bring in money. But it has brought him a lot of opportunities, for example, speaking at photography shows. So the podcast has brought opportunities rather than directly making money. And those opportunities often lead to making money and to doing interesting things.  Consistency is important when making a podcast of videos. There is a whole show about consistency here .Working with someone else is also very helpful. This canmotivate you and help you to be consistent. Kirsten started their podcast on YouTube as well as on Spotify and Apple. He says that his podcast was terrible at the start, but they learnt and got better, and it’s important, in any project, to make that start, and not wait for perfection. Kirtsen is amazed by the guests that he managed to get on the show. Before he started, he made a list of guests he would love to have, and he’s managed to have all of those guests on the show. Marcus asks Kirtsen for tips if you are going to start a podcast or YouTube channel.  Kirsten says the first thing is to think about your audience and the topic. The topic has to be interesting and engaging for your target audience. We move on to video, and Kirtsen says that if you are not offering clients video as part of your work a using it as part of your marketing, you will end up behind other photographers that are offering this. He thinks video is much more of a threat to a still photographer than AI is. It’s not a big jump to go from stills to video. Much of the technique is similar, such as lighting and exposure. Speaking of video, Shoot to the Top is now on YouTube, and you can watch it here.

 Marcus says that Flash used to be challenging many years ago. But now life is much simpler. Sam asks about Chinese copy brands, but Marcus says that with modern lighting, the Chinese equipment isn’t a copy; they are the originators. Marcus is going to be talking about Godox lighting, which is sometimes known by a couple of other brand names. He is going to give anideal kit to have with you. Marcus says you want your lighting all to be the same brand; otherwise, your lights will not communicate with each other, so this is essential. A handheld or on-camera mounted flash is what we are goingto talk about first. Sam digs out one of these from his cupboard. Marcus says these simple flashes are great and often five times cheaper than the camera brand flashes. Godox’s camera flash is called the V1. This is the basic start, and it goes onto the hot shoe of your camera. The next level up is to get aremote that goes onto your hot shoe. That allows you to put your flash where you want; it is no longer tied to the camera. Once you have a remote, all other flashes need to be the same brand to communicate with the remote. The next thing needed is a main light. Marcus recommends that if you get one, then a Godox pro light, which is near the top of the range, is worth getting. The flash head is very large on the Godox pro range, which Marcus likes. The flash head is also diffuse, and the glass is diffuse, not clear. Marcus also says he recommends going for a high-power flash. The main reason is that the batteries are so good and have almost no time to recharge between shots. Marcus also says that some of these lights can also separate the light and battery, so the lighter light can be on a stand without the battery being on the stand too. Finally, Marcus talks about a modifier. A modifier goes onto the light to modify it. Marcus says the best modifier to get is an umbrella.  Marcus doesn’t recommend the Godox umbrella.He recommends going for a more expensive umbrella. He says they last longer, and reflective material is better. He recommends getting an umbrella that is at least 1 metre across. There is also an alternative to an umbrella, which Marcus describes.To get the Shoot to the Top Podcast in your inbox every week, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click here ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠And to join the ⁠⁠⁠⁠⁠⁠⁠Shoot to the Top Facebook group here.⁠⁠⁠

Jay Garrido is a Mozambican photographer. He studied film inCape Town. However, the film industry in Mozambique is not very developed, so he turned to photography. He started with weddings but transitioned to magazine work and now wants to return to his creative roots. While in Cape Town, there was a diverse mix of people from various cultures. Marcus asks about photography in Africa. Jay talks about photographer Mario Macilau.  He grew up in a poor neighbourhood. By chance, he got his hands on a camera that was donated to him because his photos were so good. He is now a top photographer. Jay says there is a lot of culture to present through photography. He says the market is growing exponentially. There is a school of photography in Cape Town where lots of experimental photography and he got to see lots of their work while in Cape Town.Jay says the commercial market in Mozambique is also growing. He had an opportunity to work with a high-level Portuguese magazine. He felt working with them forced him to level up his work. After that, he worked with Indico for 5years, which is the magazine of the Mozambican airline. This meant he didn’t just work for the magazine but also with the businesses advertising in the magazine. This helped him move into commercial photography. He says the commercial market is growing rapidly, as it is in many other African countrieslike Angola and Nigeria. Jay is sure that good photographers coming to Mozambique with their style would make a lot of money. Jay says that the photographers who do their own look are well ahead of everyone else and can pick who they work with. Jay has also worked for agencies here in Mozambique, both in photography and video work. He wants to eventually become a director of photography once the film industry starts to develop. He has managed to spend time shadowing a Portuguese director of photography. Jay has got a lot of work from word of mouth. His work with the magazine meant he met a lot of people in business. He has also found that wedding work has led to commercial work due to the people he has met at the weddings, who liked his work. Jay and Marcus also discuss weddings in Mozambique. Mozambique has some stunning beaches and five-star resorts, which are amazing for weddings. Marcus likes the sound of Mozambique and wonders if he should move out to join Jay and Sam. The podcast is now on YouTube, and you can see our YouTube channel here. You can reach out to Jay on Instagram hereTo get the Shoot to the Top Podcast in your inbox every week, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click here ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠And to join the ⁠⁠⁠⁠⁠⁠Shoot to the Top Facebook group here.⁠⁠⁠   

Are you a commercial photographer who undervalues the headshot? 30 year veteran Nick Gregan explains why a single portrait holds the power to make or break a career. Learn why specialisation, confidence, andconnection are the keys to premium headshot photography and effective marketing for photographers.• The Career Catalyst: Discover why a powerful photograph carries the potential to launch a career, and the heavy consequences for your clients if you approach their headshot photography without expertise.• The Two Techniques: Learn Nick's unique system for building instant client rapport and capturing authentic personality, a crucial skill for successful marketing for photographers.• The Artisan Model: Find out why Nick moved away from high volume, low cost work, and how adopting an "artisan" model allowed him to increase his rates and transform his business significantly.⁠Get the Commercial Photographer Guide to marketing and Creativity here. ⁠

Stefanie has been a professional photographers for twenty years in the St.Albans area. Her focus is now 100% on commercial photography. Stefanie says it’s important to think about what motivates people to get photos. What are the triggers that make people want a photograph? This could be an event for a family, it could be being asked for a headshot as a business leader. Stefanie says it’s very important to make it very easy for people to work with you. For example if someone wants a corporate headshot she already has a blog ready that answers many of the questions they might ask about headshots. A few weeks ago Stefanie was working with a school on their marketing. She said the women at the school was convinced that she only did school photography as she had such a great landing page for school photography. Having specialised landing pages for areas you work in makes life simple for the lead which helps to convert them. Stefanie also ensures she responds to lead very quickly.Stefanie also wants to engage the local community as she wants to work locally. For example last year she went on a local Mum’s Facebook group and said she wanted to help those with a LinkedIn profile photo that they were embarrassed about. She offered a free headshot for three people who were happy with their before and after shots being shared publicly. She got a lot of queries and then worked out who she wanted to work with using various criteria, including making sure they were very different. So the posts on the Facebook group created abuzz. She then started sharing what she did on LinkedIn. She did some posts asking people to help people choose their new headshot and gave a few options. This got lots of engagement as so many people saw the post and so many people were willing to chip and and comment on which headshot should be used.  This process has also been working on the triggers helping people realise they do need a headshot. Corporate photography UK is a Facebook group that Stephanie helps to run along with Martin Hobby (see our show with Martin here). Elise Marks setup the group. The group is about supporting each other and is Uk based. The group is also used for referrals, so for example if Stefanie does a photoshoot in London and the same company needs a photoshoot in Manchester, she would use the group to find someone to refer that work to. Stefanie says it’s vital that your website is excellent as it needs to appeal to photographers looking to refer work. Also she says she won’t refer work to photographers who don’t have a good website, even if she knows they are excellent, as she wants to ensure the person she is referring gets the right impression.Marcus asks about Stefanie’s use of artificial light. She says she uses artificial light nearly all the time. As she is a portrait photographer then light on the face needs to be right and an artificial light is essential for this. Stefanie’s advice for anyone moving to corporate photography is first of all to learn off camera flash. Understanding and creating light is a big differentiator between professional photographers and those shooting on phones.  This skills means that during the day you may need to change your setup as the sun moves and comes in and out of clouds.  Marcus asks about dealing with people and getting them comfortable. Stefanie says you need to work with your own personality or it won’t work. Stefanie says she is quiet, calm person. So she doesn’t work in a high energy way, which others might if this is their personality. It is important to also understand where the person is coming from who is having their photograph taking and having empathy with them. This is related to our past show on listening.  You can reach out to Stephanie on LinkedIn hereOr ⁠find her website here⁠.To get the Shoot to the Top Podcast in your inbox every week, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click here ⁠⁠⁠⁠⁠⁠⁠⁠⁠And to join the ⁠⁠⁠Shoot to the Top Facebook group head here.⁠

Why blog?It's amazing for SEOIt gives you things to talk about on socialIt gives you content for your newsletterIt’s good for authority marketingIt increases engagement on your websiteSam explains that if you only write your blog and don’t promote it, no one will ever find it. He says your blog needs to be about a theme. It needs to be about a topic and help to show that you are an expert in your field. For example, Samsuggests that a wedding photographer could review wedding venues. A blog without a theme or purpose is not much use. Also, consider what is valuable to your target audience and how the topic can demonstrate your expertise. Once you have a theme, we are then down to writing individual blogs. Marcus asks if your blog should be on your website or elsewhere. Sam says one of the points of a blog is helping with SEO. This does not happen if you use a blogging platform instead of your website.Blogs are words. Photographs only are not acceptable and don’t work on their own. A blog must be at least 500 words. 1000 words average. Once it gets much over 1500 words, it’s time to think about splitting into two smaller blogs. A mix of sizes is good, some longer, some shorter. For SEO, Google needs to understand who you are and what you do, and only words can do that. For social media, there is no point promoting your blog on social if it is only images, as they would expect to see the images on social anyway. Do use images in the blogs. But there should be plenty of text to go with the images. Do not fill space with photographs.  Organise the writing in your blog. Make it easier for people to skim read. Use sub-headings, bullet-pointed lists, etc, to help people skim read it. This structure helps people and Google to understand your blog. Give value in your blog. The blog has to be useful to them, or it won’t be engaging.External and internal links are essential. Both to other websites (external links) and within your website to other pages and blogs (internal links).Marcus asks if Sam blogs and how he blogs. Sam says that inthe past, he has had copywriters blogging for him. This ensures that you get regular blogs created. But he also blogs himself, both written and video blogs. Sam says one key is ensuring you put time aside to create content. In terms of ideas, Sam often uses topics that have come up in conversations in the last fewweeks. Marcus asks about AI. Sam says it's good for some stuff. It is bad at writing blogs. Do not simply ask AI to write you a blog; it will be very generic and easy to spot. But it is useful. It is great for ideas. If you cannot think of anything to write, it can give you ideas. You can also ask for a blog structure. Don’t 100% stick to the structure, as it will be quite bland. Then write the blog yourself. But once you have written it yourself, put it backthrough AI and ask for improvements.How do you get people to your blog? First of all, no one will come if you don’t tell them about it. What can you do?Send out social media posts sending people to the blogMake an email newsletter and send people to the blog.Those are really good ways of getting people to your blog. As part of SEO, Google assess how popular your website is and how long people stay on the website. So by sending engaged people to the blog, you are helping with your website's SEO. Ensure that you have your website connected to Google Analytics so you can see who is visiting your blogs and where they are coming from.You can reach out to Sam on ⁠LinkedIn here⁠Or⁠ ⁠find his website here⁠.⁠To get the Shoot to the Top Podcast in your inbox every week, ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click here ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠And to join the ⁠⁠⁠⁠Shoot to the Top Facebook group head here.⁠⁠

Are you a commercial photographer working in isolation? In this essential episode, we speak with Philip North Coons and Graham Dittpros from Photographers United Pro about why true success comes from community, not just creativity.1. Escape the Screen: Learn the non-negotiable strategy for networking for photographers that forces you to put down the mouse and leads directly to more work.2. The Secret to Longevity: Discover the single, simple principle that veteran photographers rely on to keep commercial photography clients returning for over a decade.3. Protect Your Tail: Find out the crucial business document that you need to master before you step on set to protect your business and reputation in every scenario.

Marcus is going to talk about your personal brand. He wantsto talk about the aesthetics of this. First, what is a personal brand. So, it’s a combination of who you are, what you do, what you are known for a who is your target audience. Marcus is going to focus on how we look. Marcus thinks women are much better at this than men. Marcus thinks that when people book a photographer, they have certain expectations. He thinks people expect photographers to be cool and a little arty. This expectation makes a difference to our brand.We have had a couple of stylists on the show including Nick Hems and Suzanne SuthersMarcus says the first thing is to know your size. Get properly measured so you can work out what is going to fit you. Marcus thinks are then you need a “capsule wardrobe”. This is a few items of clothing that work well together.  Marcus recommends getting clothes second hand. He thinks higher quality second hand clothes are better than cheap new clothes. He says you need some items that match your brand. Marcus says if you can’t decide on a colour go for black. Something small with your brand colour can work well with black.Marcus says there are several points of contacts with people. Usually on Zoom, Networking, on your website and then on the shoot. On Zoom calls it’s important to get the background right. Arrange the background well. Some artefacts in the backgrounds that show you are a photographer are great. Marcus doesn’t like the artificial backgrounds. Marcus does suggest a slide show in the background. He also suggests getting a good webcam or use your SLR as a webcam. Get the camera level and lighting right. Also ensure your label on Zoom clearly says your name and business. Marcus says then on the website you want at least twophotographs of yourself. Sam and Marcus agree a photo of you on the homepage is important. Marcus says a behind the scenes video is useful. Sam says it shows you interacting with customers which is very powerful. Marcus says a photo onthe about page is also important, and you need to be in your branded calls. Sam says also using images for example of you having a nice chat with someone by the call me button may help put people at ease.

He works as a top beauty photographer, particularly for hair brands in the US. He is also the fastest 100-metre runner of his age. Marcus points out we have a show about getting into hair photography.Alec also does some cinematography work and went to film school. He also went to Harvard to study digital media. He says he now uses AI a lot in his work. He uses it to create mock-ups of how shoots might work, in shoot planning. He also uses it for backgrounds. He says this was a key part of his time in film school. But he says he doesn’t like the green screen approach in photography. He says, especially with hair, a greenscreen background doesn’t work well. Marcus and Alec talk about generative AI and how big businesses and photographers are competing with the latest AI campaigns, which are very realistic. Alec says this is their strength, but it has weaknesses. It is well-trained in beauty andfashion, and more trained in women than men. It has not been trained on behind-the-scenes shots, and it is really bad at this. So, Alec says sharing the behind-the-scenes becomes a vital part of the story. People are interested in that, and it showsthe shot is genuine.You can find Christian ⁠here⁠To get the Shoot to the Top Podcast in your inbox every week, gets hints and tips from Sam and Marcus and get the latest photography news ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠click here ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠And to join the ⁠⁠⁠⁠Shoot to the Top Facebook group head here.

Are you still shooting basic headshots? This week, branding photography veteran Heike Delmore reveals how she elevates her work into a premium service. Learn how to transform your approach to personal branding photography and attract high value clients by focusing on their future, not just their present.• Purpose over Pose: Discover the game changing technique that starts every shoot with your client's five year goals, making checklists and poses obsolete.• The Time Collapse Secret: Find out how this method has helped clients achieve their five year ambitions in just six months, instantly justifying your premium fee.• Google's Free Traffic: Learn the simple, powerful marketing strategy for photographers using your Google Business Profile that Heike uses to attract new high value clients for free.

Marcus started as a bass guitar session musician. He did this freelance for about ten years during the 90s. So, in his early 30s, he had a change of direction. He got hold of a camera and thought this was what he wanted to do next. He realised that as a session musician, he was always playing other people’s ideas, while with photography, he could be much morecreative. Marcus then went to university to study photography. While studying, he worked as a session musician and photographer. He moved after university to be an assistant in the fashion and advertising world at the end of the 90s. Marcus then moved to hair and beauty photography in the US. His sister was working in that world, and he went over and joined her. So, he ended up in New York, doing beauty and hair shoots. Then also for advertisers. He did this until the financial crash of 2008, when it all started getting quieter. IN 2010, Marcus was offered a post as a university lecturer. They wanted to start a fashion photography course and asked Marcus to run the course. This was the first time Marcus had ever had a job interview. Marcus was a lecturer for about ten years. He said by the end he was missing doing his photography. He wanted to stay in Bristol and decided that he would go into branding photography and set up his business about 6 years ago. He also does some teaching and has lots of ideas for this going forward. Marcus still does music. His band (sub-jagger) have just done their last gig. He is also part of a wedding funk band.