How to Stop Being Just Another Photographer and Start Attracting the Right Clients
Image by Author
I’ve photographed in every category. And some of them, I swore I’d never do again.
Weddings and baptisms, for example, I refuse to shoot them. But truth is, staging a wedding to sell the hotel experience is actually a lot of fun.
When you’re starting out, and money or steady work isn’t coming in, the first instinct is always to diversify. Events, portraits, products, the infamous weddings and baptisms... anything that pays.
We believe being available for everything increases our chances. But without clarity and balance, all it really brings is burnout and a stream of random, often uninspiring clients.
If you’re just starting out as a photographer, this article is for you. I’ll break down the one mistake that’s likely keeping you from making photography your actual career. And more importantly, I’ll show you how to get out of it.
The mistake: being a generalist
When I ask beginner photographers what they do, the answer is always the same: “I shoot a bit of everything.”
“Sure,” I ask, “but what does that mean?”
The answer never surprises me. “Portraits, weddings, products, real estate…”
There’s nothing wrong with trying different things. In fact, hotel photography, for example, demands that you know several categories, architecture, lifestyle, food and drinks, product, drone, and more. To get there, you need to practice all of them.
But if you don’t know where you fit, and you stay a jack of all trades, the market won’t know where to place you either. If you’re not positioned in a niche, you won’t be taken seriously by the clients in that space.
If you actually want to turn this into a business, you need to take yourself seriously and commit to a niche. Good clients don’t hire generalists. They hire specialists.
Why choosing a niche is essential
At first, choosing a niche feels like limiting yourself. But in reality, it’s the opposite. Niching down opens more opportunities and better clients.
By claiming a niche, you’re positioning yourself as someone who’s serious about their craft. You’re telling the market you’re the right person for a specific kind of job.
Do a quick search for photographers on Google and open a few random websites. You’ll see that the ones who stand out are specialists — fashion, architecture, product, drone.
The photographers who thrive are the ones who committed to a path and became known for it.
You don’t need to wait for some divine inspiration to find your niche. Just start with what feels right. What brings you energy. What actually excites you to shoot.
I started getting hired to shoot inside hotels long before I chose that niche. And not even to photograph the hotels themselves. At first, I was asked to cover some meeting rooms. Then it was breakfast. Later, once I had a small portfolio, they asked if I could direct people — and that led to lifestyle shoots. Eventually, I was covering full hotel architecture and brand content.
Now I’m seen as a reference, and I’m booked to shoot hotels internationally.
All because I seized an opportunity and chose to specialise.
The hard part: letting go of everything else
At first, it might feel hard to say no to all the other jobs.
You’ll get offers to shoot outside your niche. Say no. And use that time to build momentum in your chosen space.
I know, sometimes you need money and the work isn’t flowing yet. And yes, you might need to take jobs that aren’t aligned with your niche. That’s part of the process. If you need the income, take the job and do your best, but leave the emotional attachment out of it. Don’t put that work in your portfolio.
Once the job is done, return to your niche with clarity and focus.
Clarity attracts the right clients. And that only happens when you publicly own who you are and who you work for.
A quick exercise.
If you still haven’t found your niche, start by looking inward — and at your current portfolio.
What are your strongest images? Which ones did you enjoy shooting the most? Which ones actually feel like you?
And most importantly: If you were a niche client, would you hire yourself?
By looking inward and analysing your own images, you'll start to see what truly resonates with you. The kind of work that carries your energy. And if it carries your energy, it deserves your full commitment.
Follow what lights you up — and the paid work will follow.
Final thoughts
Your real journey begins the moment you decide you're not here to be another photographer.
If you want to live off your craft, specialize. You don’t have to be the best. But you need to be known for something. That’s where the real work and real budgets are.
If hotel photography feels like the right path for you, stay tuned. Over the next few weeks, I’ll guide you through the steps to build a dream career doing what you love.
Want to become a hotel photography specialist? Over the next few weeks, I’ll be sharing a free 5-part guide to help you break into the industry and build a career doing what you love.
Follow me to get the next articles — or drop a comment if you’re in.
