Today’s Seniorologie 101 is from Bethann of Bethann Greenberg Photography.  Bethann explains below how starting out shooting anything and everything can lead you to shooting exactly what you love and for her, that is seniors!  Thanks for sharing Bethann!

I have read countless articles about this, talked to numerous other photographers, and heard other professionals discuss this at workshops. Maybe now that I am writing my own the information will finally stick.

There are so many photographers out there shooting everything and anything. When I first started I looked for work anywhere. I shot events at nightclubs, newborns, families, boudoir, and weddings. They all turned into profitable parts of my business and I am still shooting most of them today. As easy as it is to buy a digital camera, take pictures of your friends, create a business page via facebook, and call yourself a professional photographer, how was I any different from Sally’s mom who went out one day and decided to buy a nice camera and considered herself a photographer?  How do I differentiate myself from other photographers like that and all the other thousands of photographers in San Diego. It is simple, scary, but simple. Specialize. Pick the one genre you feel a real passion towards and you are really good at. And stop shooting everything else.

Once you pick a specific genre you can push the envelope with your creativity, put time into your marketing ideas. If you are running a business where you photograph multiple genres, as I currently do, you constantly feel overextended and like you can’t succeed in any one aspect. You are shooting everything clients will hire you for, but not mastering anything. You are giving the client a good product, but never really growing.  One often overlooked, yet incredibly important reason why specializing is a good idea for you as an individual and for your business, it helps prevent burnout. I can’t tell you how many photographers I’ve met who are just SICK of photography. When I ask what specifically is bothering them, I always hear the same thing…”I’m getting lots of work and my business is doing well, but I’m just over shooting (insert genre here).” “Well why are you still doing those shoots?” “I don’t know. That’s just one of the things I offer and people book me for that.” Could you imagine this occurring in any other profession? A car mechanic who also offers computer repair? I’m not sure I’d feel comfortable dropping off my Macbook Pro with the guy who changes my oil. I don’t think photography is any different. When a client is booking a photographer for a senior session, they should be asking themselves, “Why is this photographer qualified to photograph my son/daughter?” The answer shouldn’t be that the photographer knows how to use a camera and shoots beautiful weddings. Even if the clients are not asking themselves this (and honestly, most aren’t), you will be helping them understand why this question is so important. “One thing you should know right from the start is that I love shooting senior portraits. In fact, it’s all I do and over the past five years, I’ve gotten quite good at it. But, don’t take my word for it. Here are just some of the pictures I’ve taken in the last two weeks alone.” Guess what…all those pictures will be senior portraits. Think about the impact of this for a second. Your potential clients will begin to form an understanding that they aren’t just hiring a photographer. They are hiring an expert who has dedicated themselves entirely to photographing senior portraits.

So, define your skills, Find out what you really love and go for it! Start by creating a hate list. What do you hate photographing, but do anyway because it pays the bills? Start photographing more of what you love. I know that sounds easy right? Use model mayhem to find models or find friends who will pose for you. The Seniorologie Tour was great for my portfolio! One thing I did was, through family and friends, found seniors who, for free photos, agreed to be brand ambassadors and they shared me with all their friends. Don’t forget to post the pictures online because the clients won’t come if they don’t know you are now shooting this genre. Then let anyone and everyone who will listen know you are now focusing on this genre and stop shooting what you hate! Be proactive, be creative, and absolutely, positively, do not allow the fear of failure to stop you Become the premier specialist in your area! I know you can do it!

Bethann Greenberg is a photographer in San Diego, California.  Be sure to check out more of her work here.