What to do When Your Photo Career Plateaus
Don’t panic! Plateaus are normal and should be expected - they are largely a sign of growing pains. The best you can do to ride the wave is take a good look at your portfolio and your marketing practices, and know that you’ve got support of you need it. Call me, let’s talk about it :)
Know That This is Normal: First and foremost, understand that plateaus are a natural part of any creative profession. They often occur when you've made consistent progress without updating your marketing practices or presentation. Your work may have evolved beyond your past clients' needs, while your marketing strategies may not effectively reach larger clients. Recognize this as an opportunity for growth and improvement rather than a setback.
Expand Your Marketing Reach: If you've been using the same marketing tools and strategies for years, they will eventually become less effective. To overcome the plateau, it's time to broaden your marketing reach and explore new avenues. If you’ve been focusing on Instagram, try giving LinkedIn some attention. If your newsletters aren’t getting the same responses, try scheduling some portfolio reviews to get in front of new people. Experiment with different approaches and find the ones that resonate best with your new target audience.
Reevaluate Your Portfolio: Your portfolio is everything, and it needs to be speaking to the type of client you’re looking to attract. Take a critical look at your portfolio and ensure it is effectively speaking to the type of clients you wish to attract. Is your presentation aspirational? Does it showcase your best and most relevant work? Update and curate your portfolio to align with your target market. Remember, quality over quantity matters, so only include your strongest images that reflect your desired photographic direction.
Learn from Competitors: Research and analyze the work of photographers who are shooting the type of assignments you aspire to secure. Make a list of their strengths and weaknesses and compare them to your own. By understanding what sets them apart, you can identify areas where you can improve or refine your own style, approach, or marketing tactics. However, it's essential to maintain your authenticity and not simply mimic others. Use this knowledge to enhance your own unique voice.
Engage in New Hobbies: When your creative well feels dry, it's time to explore new avenues for inspiration. Step away from photography for a while and immerse yourself in a different form of creativity or movement. Pursue a new hobby such as painting, cooking, or dancing. Engaging in activities outside your comfort zone will awaken your senses, stimulate fresh ideas, and offer a unique perspective that you can bring into your photos.
Experiencing a plateau in your photography career is not a sign of failure but an opportunity for growth. Expand your marketing reach, curate an aspirational portfolio, study competitors, and find inspiration in alternative creative outlets. Remember, plateaus are temporary!