Dear Younger Self,

It’s been a little over 15 years now since I made the decision to leave my comfortable and reliable job as a high school business teacher and dive full throttle into the unpredictable but exciting photography industry. 

Today, I am writing this letter from my dream photography studio in Beverly Hills. What? How crazy is that? And it’s a beauty! I’m also sponsored by Canon as one of their Explorers of Light, I’m a top-selling author of five photography books, and I’ve traveled almost every corner of the world multiple times for the last eight years for photo-related assignments. It is hard to believe that this is is where I would end up when I decided to enter this career in photography. But after all I have been through to get here, all the gear I purchased, all the connections I made, all the weddings and portraits I’ve taken, and all the platforms I have taught at, I’ve learned many invaluable lessons along the way.

Six-Figure Wedding Photography: Setting Yourself Up for Success in the New Year

A successful career in photography requires living with a healthy dose of paranoia about where you next job(s) will come from. No matter how good you have it today, and how strong your connections are with the people that can get you work, that can disappear in the blink of an eye for reasons that you might never know. Keep making new connections and make the ones you already have stronger. That said, don’t make the mistake of making connections with someone just because of their influence. You want to go after the people that you feel a great connection with, even if they are not at the top of their influence ladder. 

Also, remember that not all clients are worth taking in. You have to put your heart and soul into the photos you take. Remember that the way you were raised and the experiences you’ve had guide you like an invisible hand to the photos that compel you. That’s what defines your style and this is how you discover it. But remember that the client-photographer relationship goes both ways. You must hire your clients as much as your clients hire you. It has to be a natural fit. In the service industry, a bad client experience travels at the speed of light. The money a client pays you is not worth the long-term damage you will sustain if a client goes after you because they were not a good fit to begin with. As soon as you meet with the right client, it will be like you guys have been friends for a long time. 

Do not do it all yourself. I know money can be tight at the start of a photography business but if I could do it all over again, I would delegate work from the start. Photography is mostly an emotional business. People get highly emotional and excited about their photos and therefore want to see them 10 seconds after you finish the shoot. The more you make them wait, the more you will lose them and the potential profits that could have been. Learn what it takes to go through your workflow—editing, or designing books—and then pass it on to a person you know or a company that specializes in those services. The cost of delegating work should be included in what you charge for a job. In photography, being a perfectionist will lead you to a road of fatigue and possibly failure.

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Don’t get trapped in the gear race. Chasing the juicy new gear and trying to justify why you need the latest and greatest is not a game you want to play. Clients don’t hire you because of your gear. High-quality gear is worth the investment, but replacing your perfectly good gear just because a new version is out is a dangerous game. Most high-quality cameras should be replaced around every four years. Most high-quality lenses can last six to eight years. Avoid buying the cheap knockoffs just to save a few bucks. Treat the gear well, maintain it and it will last you a long time.

Lastly, skill and education will help you not only survive but thrive. YouTube is no substitute for high-caliber education. Read books, attend well-respected workshops taught by experienced and reputable teachers, get your hands dirty and practice what you learned. Invest in your education no matter how good you think you are. Everyone has a camera in their pockets these days, so people have become accustomed to being photographed or taking photos. The filters on our phones make the photos look decent, too. People willing to pay for a professional photographer expect to see results that far surpass the look and feel of a smartphone. No phone can do the posing for you, right? Do what it takes to excel at that, and lighting, composition and post-production. Add in a high level of good business practices, and this is how you get where I am today. 

Enjoy the ride! It’s a good one!   

Roberto Valenzuela helps you unleash the financial potential of all weddings in his Platform Class on Feb. 25, 8:30-10:00 a.m. Also learn posing, lighting and composition from Valenzuela during his all-day intensive on Feb. 23.