Practical Steps for Photographers to Overcome Imposter Syndrome
Ok, so I’m just going to jump straight into this topic because imposter syndrome seems to pop up everywhere in the photography and YouTube circles I’m a part of. And while I’m kind of relieved that it’s not just me - it got me thinking about what CAUSES it in the first place and why do SO MANY of us suffer with it to a crippling level?
And the crazy thing is, I occasionally even see the opposite of this - people popping up who think their work is awesome - and it’s kind of like watching American Idol when they think they can sing but they just can’t… and yet there’s so many of us out here who have some amazing work and are reluctant to step up.
So I’ve pulled together a list of many of the common factors that cause us to feel that horrible pit-of-our-stomach-dread - and let’s be honest here - a self-imposed invisible barrier that stops us from stepping forward and putting ourselves out there. I’ve cut it down to the 3 top ones - in my opinion - because it’s such a huge topic, but I’ll do more on it in the future if you guys are interested.
I MUST BE MISSING SOMETHING…
So, while researching this topic, I’ve realised that at the bottom of all of the Imposter Syndrome issues, is the feeling that you’re missing something.
I mean…. Other photographers look confident. Their websites look great. They’re SO ok with their pricing it’s even up on their website! I can barely even imagine charging that much - although if I’m being honest, I’m looking forward to when I can. They’ve got gorgeous clients who look, effortlessly, like they’ve just stepped out of some modeling pages of a magazine.
What secret do these other photographers have that we’re missing?
They have their ducks in a row, AND - just maybe - they’re still struggling with imposter syndrome too - they’re just better at hiding it behind beautifully curated images. And by “ducks” I mean things like - they have checklists for shoot days, information on their website so clients know what to expect, maybe a PDF download for their clients to help them choose their wardrobe before shoot day, and contracts in place, etc…
Speaking of checklists, I’ve created a PDF workbook called “Worth Your Shot: The Photographer's Blueprint to Value & Vision” which is going to help you identify some of the causes of your version of imposter syndrome and tips to help you combat each one! So make sure to download that and fill it in!
On that note, thanks to Google Gemini for that cool title, cos I was so tired when I created it, the best I could come up with was “checklist to confidence”. But that didn’t even make ME feel confident. ;)
Anyway….
This is quite a large topic and obviously, I can’t get through it all - so if there’s anything you’d like me to expand on or discuss in the future - let me know in the comments below or drop me a DM over on Instagram or my Facebook page.
And before we get into it…
Let me just say that imposter syndrome is really common. It comes up in many forms - sometimes admitted and named as imposter syndrome - but more often than not, it pops up in one of the forms we’re going to talk about today. Here’s the great thing though - once you can identify the exact area (or multiple areas) holding you back - you can take really practical steps to fix each of them. So let's get to the list.
YOU’RE UNSURE OF YOUR RATES - I mean, you can’t charge what the real pro’s do - can you?
Problem:
Many of us are caught between what we’d like to charge… and our own personal assessment of where we’re at with our photography competency. Not to mention this nagging feeling that somehow we’re going to screw up somewhere, so we shouldn’t charge too much so the client doesn’t have super high expectations of us. We shrink ourselves before we even start.
Deciding where your rates should sit is a separate topic all by itself - but from a psychological level of what we feel we deserve to earn, it actually sits on top of many of the other things in this list. Our fear of messing up, our fear of not delivering, our fear of not being as good as someone else…
Our confidence to charge what we’re worth isn’t just based on how good our photos are. You can be a very competent photographer and still not believe you’re worth charging industry rates.
And here’s the funny thing - most of us come from the corporate world somewhere - we’ve all had actual jobs. But working for yourself is weird on our financial psyche, because it’s not like a job where you apply for it and they tell you what they’re willing to pay you - YOU’RE in charge of how much YOU think you’re worth - and that’s kind of daunting.
It’s one thing to barter with your boss for a pay rise after you’ve been there for a year - but imagine going into a job interview and the boss saying “so, what do YOU think you’re worth” - and knowing that instead of being hired on your talent and competence, you’re potentially going to be hired on what you consider your own value to be… how awkward would that situation feel?
BUT - you would go in to that interview knowing your worth and having a salary expectation. We just need to transfer that over to photography.
And unlike a physical product, where you work out how much the materials cost plus time and taxes and that’s how you price something - in photography, you’re selling a digital product most of the time, and the client only sees the “1-hour session” they have with you, and wonder why you’d possibly be charging them $1000 for an hour?
And herein lies the problem - if you’re feeling imposter syndrome around your rates - it’s because you wonder how you could charge them $1000 for an hour session too.
Solution
Consider it this way: Think of it like an iceberg - the client only sees 10% of what they’re paying for - the top bit that sticks out. They don’t see the other 90% - the fact that you’ve still got HOURS worth of editing; YEARS worth of learning; courses, masterminds, and ongoing training; THOUSANDS of dollars worth of equipment you’ve either bought or rented; not to mention PAYING for editing software like adobe lightroom, delivery platforms like Pixieset, an accountant or accountancy software, insurance, studio rental - and the list goes on.
Imagine for a second that you hire a plumber. You ring up and he says “sweet, well if you pick me up at half past 9 tomorrow, and make sure that you’ve got a couple of different sized wrenches for me and some half inch piping…” You’d politely say “Never mind”.
I mean, wouldn’t you would expect that he would have a van of his own with the tools and equipment he needed? And yet as a photographer, we think it’s just all about us. It’s not. It’s a business - and when we set “business” rates, rather than pricing “ourselves” - that’s a whole other ball game.
The only stop sign for your rates is your own belief in what you think you’re worth. And do I think that as a beginner you should be charging the same rates as someone who’s got 5 or 10 years experience on you? No, I’m not advocating that. But I also think the fastest way to burn out is by trying to fit in more work than you can realistically take on because you’re trying to hit a financial goal.
So here’s the solution: download the “Worth Your Shot” PDF (if you didn’t sign up for it already above - but you can go check your emails and download it now. ;) ) and start writing down A, your photography skillset like you would if you were going for a job interview, and B, write down all the expenses associated with your business. Even if you’re just starting out - you still have an internet bill to pay. You still have a camera. You still have editing software you pay a monthly rental on.
When you understand your expenses and your skills - just like you would walking into a job interview - you’ll start to understand the rates that you expect.
YOU’RE UNSURE OF WHAT YOU WANT TO PHOTOGRAPH - why wouldn’t you photograph anything and everything?
Problem
Ok, so you’re a photographer who can do photography - but… what are you actually photographing?
Half of the battle is choosing what we want to photograph, and who we want to deal with.
I’ll give you a personal example - I love brand photography - but I don’t want to work with massive brands like Coke, but I also don’t want to work with the local dairy.
What I want to do is work with small artisan businesses - businesses with passionate people at their core. I want to capture the depth of their passion, the details of their products and services. I want to capture the smell of the brioche, fresh out of the oven, I want people to hear the laughter of the guests around the campfire of the local air bnb - I know EXACTLY what I want to photograph and who I want to photograph and I can articulate it easily because I’m really clear on who I want to work with.
Now that doesn’t mean I won’t do other things or take jobs I’m less than excited about because I’m still new to stepping out into the world of having clients too - but I know exactly where I’m going and what I want to capture. I know what lights my fire.
And maybe you like a couple of different types of photography. I want to do brand shoots, but I also really love portraits here in the studio. But I’m not a nature photographer. I’m not a super polished product photographer - I like texture and grit. I’m not a concert photographer, but I could happily photograph a small event or a yoga retreat. I’d love to work on a project like a cookbook or oracle cards - but I’d hate to be stuck doing the same thing week in and week out.
You need to be able to articulate the photography you want to do - so you can start to build a portfolio in that direction. Think of it this way - do your friends know you as a photographer? Or do they know you as a food photographer? Or a brand photographer? If you get specific - you’ll stand out in people’s minds - and make it easier for Google to find and suggest your business.
Solution
The best thing to do here is start by considering what lights you up when you photograph it. Or when you get into post-processing. You can always find clients for your work, but first, you need to know what you love - and it’s ok if it’s multiple areas!
I’ll list off more types of photography in the PDF download, but let’s start with a couple of questions here to get things moving.
Do you like photographing people or things more?
Do you like the challenge of quick photography and capturing moments in time? Or do you prefer the challenge of perfect arrangements and taking your time to get it “just right”?
Are you an outside person or an inside person?
Are you introverted, or extroverted?
So - for instance, if you prefer to photograph things, taking your time, your an outside person and your introverted - nature photography could be for you. Selling prints online or at a local market or in a gallery might be more your style.
But if you prefer people, and capturing moments and you’re naturally extroverted - you could maybe do wedding photography. Always moving, and you’re challenged by the differences in every location and group of people.
AND, the flip side to that: let’s say you love capturing moments AND you love the idea of love and romance and you would feel truly blessed to share in the best day of someone’s life - but you feel tired simply by the idea of spending an entire day photographing 200 people you don’t know and will never see again - maybe you could do elopements.
There are photographers who specialise in elopements either in their area or they’ll travel with the couple. It’s a few hours rather than a whole day, and it’s so much more intimate and less draining for someone who’s naturally more introverted.
Or maybe, you just love capturing your kids. One incredible photographer I follow on Instagram (her name is Tara Herron Photography) only takes photos of her kids - but she does the most incredible post-processing on the images - and THAT’s what she sells - she sells her time doing one on one tutorials with people online. She helps them go through their own images and teaches them how to make their own photos look like hers.
So if your passion is photographing your own kids or your own animals - don’t get caught up in having to sell only your photography services - maybe you can sell your insane editing skills and personal style. Other photographers could turn to you to edit photos for them in a style that you’ve mastered, or you could teach that style like Tara does.
The solution here is to figure out what you love doing, and what you could see yourself doing, and then start to curate a portfolio based on that. You’ll feel more confident in your zone of genius, and be proud to send people to your website once it truly represents who you are and what you’re passionate about.
YOU’RE UNSURE OF YOUR PRODUCTS OR SERVICES - how do you actually create “packages” to sell?
Problem
Right, so you’ve figured out WHAT you want to photograph and who you want to do it for, but now you have no idea how to sell that.
Putting together products or services can be daunting. You know what you’d like to photograph, but now putting that into a box is a whole other ball game. What if people don’t want what you have to offer? What if you forget something and the client doesn’t like your work because something really important is missing? And what if there’s something you DON’T want to do - like work evenings or weekends cos you’ve got a family? What if somebody wants something that’s not on your list - shouldn’t you just leave it open to what the client wants?…..
*take a breath*
Ok - so this line of anxiety-inducing questioning can go on and on. When you start getting to the point of solidifying your offerings - that’s when things get real. Saying to a friend that owns a cafe down the road that you’ll pop in tomorrow afternoon for an hour and get some great photos for their social media and it’ll cost them a slice of that epic chocolate cake they make… is one thing when there’s low expectations from both ends of what might be produced - but solidifying your professional someone’s-going-to-actually-pay-me-real-money offering - that’s the harder part.
Solution
Putting out into the world that you’re offering a 2-hour photo shoot with the opportunity for 3 outfit changes in 2 locations with a half-hour pre-consult for wardrobe and location choices and a deliverable of 40 images fully retouched taking out any blemishes or itchy bites that will fulfill all of their website and social media needs including wide shots for headers and on brand portraits for Facebook and Instagram bio shots, while creating images that will speak to their audience and make them look more approachable to increase their “know like and trust” with their community…
That’s a daunting step - but one that’s necessary if you want to truly understand what you’re charging for and feeling confident in what you’re offering. When you can’t fully articulate the value you can offer someone else - you can never feel confident in yourself.
One of the best ways to get past this is to go and look at other photographers' websites - not just local ones, but really go out and look at what people are offering.
What you’re looking for here, is how they’re communicating their value. In the interest of keeping this blog post not a 5 volume novel…. I’m just going to send you to one of the best websites I’ve ever come across - and don’t get overwhelmed by this - this is a HUGE business, not a one-man show - but I want you to go and study this website and see exactly how they’re communicating their value. And their prices are around the $10,000 mark just for the shoot. Visit Lin and Jirsa, a wedding photograph business in Los Angeles, and they are EXCEPTIONAL at understanding the value they bring to their customer AND communicating it.
The solution here is to confirm what you’re offering and - just like those “S.M.A.R.T goals” retreats we all went on in our previous corporate lives - you’re looking for specific, measurable, achievable, relevant and timebound deliverables so both you and your potential client are on the same page. Then you can have confidence in yourself that both you and the client know exactly what’s happening.
QUICK FIRE ROUND
YOU’RE UNSURE IF PEOPLE EVEN WANT YOUR PRODUCTS
This one is easy - go and look at what other photographers are offering. If other people are offering services, obviously there are clients looking for it.
WHY WOULD PEOPLE PAY ME WHEN EVERYONE HAS A SMART PHONE IN THEIR BACK POCKET THESE DAYS?
Do you know that you could go onto YouTube and find a video on how to renovate your own bathroom - complete, step by step, what to buy, where to buy it? Just because we can do something doesn’t mean we feel confident doing it, or that we have the time (or inclination) to do it. If I could pay someone to come through and clean my house once a week from top to bottom - I would totally do it! Not because I can’t, because I don’t want to - don’t underestimate the fact that people put monetary value on not doing jobs. They’re not just paying you to do a job, they’re paying so they don’t have to do it.
WHAT IF SOMEONE DOESN’T LIKE MY PHOTOS AND ASKS FOR A REFUND?
Best advice: join some Facebook groups - try these ones for starters:
Grow Your Wedding & Portrait Photography Business | Ben Hartley’s Mastermind
Family Photographers Mini Sessions - Group for Photographers
Look for photography groups where people are discussing the BUSINESS of photography, rather than GENERAL photography tips. You’ll get a much better experience and learn more.
This is a problem EVERY photographer has at some point. While occasionally it IS the photographer's fault - there are also a lot of people who get buyer's remorse and then try to scam the photographer out of the money by asking for a refund and threatening to sully their name if they don’t get it. (I believe that’s called “blackmail”) ;) But, ironically, often still ask for the images.
Moving forward, I know for myself, I’m going to be crafting two documents - one will be a “what to expect when you work with me” which will outline my exact process and EXACTLY what they will get and how it will be edited and delivered AND paid for, and the other document will be a contract stating the exact details of when and why a refund will be given. Trust me - join these groups and you’ll put together these two documents in no time flat with the advice from the rest of the group just by reading the comments.
YOU’RE SCARED YOU’LL FORGET SOMETHING
Make checklists. Make VISUAL checklists - like other people’s photos and write notes under them to remind yourself about something. Put them in (an on-brand) coloured clearfile and take it with you. Also - ask the clients - what are the 5 most important images they want you to capture. If you’re doing weddings, ask who are the most important people to photograph - other than the bride or groom. If Grandma’s in her 90’s, or Aunt Petunia came all the way from the UK to come to the wedding and they’re not sure when they’ll visit again - make sure to get extra photos of them - especially with the bride and groom.
You might think a checklist looks unprofessional (it doesn’t, by the way - there are lots of top photographers who have gorgeous checklists they take with them) - but you can ADD that as part of your value proposition - that your checklist ensures that nothing gets left unphotographed, and you’d like your clients to contribute to that list to ensure that they get the most out of your time together. The value is in THEIR eyes, not yours.
WHAT IF MY EQUIPMENT ISN’T GOOD ENOUGH?
It either is, or it isn’t. When you create that awesome “what to expect when you work with me” document, you clearly state the parameters of what you’re available to do. And you don’t have to do it in a mean way. If you don’t have lights - then you “specialise in natural light photography”. Which means that you won’t be taking photos after dark. BUT, if you’re a wedding photographer - “provided the weather is good, your final shots of the evening will be at sunset (which you will advise the bride and groom of and sort into their schedule for the day) and you’ll get all the awesome group photos with sparklers in golden hour.” Or something along those lines.
Work within the equipment that you have, and be honest about it, and if people want more - they can hire someone else. Don’t lie about your capabilities and then stress over the problems. I always figured you had to be everything to everyone - until I realised that even the “BIG” guys in the industry don’t do it all - or OFFER it all.
There’s many more I could add to this list, but hopefully this has helped you feel better about your Imposter Syndrome symptoms. Don’t forget to download the free PDF workbook and join some Facebook groups to get some views from other photographers in the same situation.
Let me know what I’ve missed out in the comments and I’ll add it to my list. ;)
Just keep shooting. ;)
