Everything you Need to Know About Running a Successful Photography Business
Passion, audacity, and persistence have gotten me further in my photography career than any formal degree ever could.
I wrote The Six-Figure Photography Business: Your Guide to Building a Business You Love because I know exactly what it feels like to chase a dream without a clear roadmap. When I first picked up a camera in high school, I had no idea it would eventually lead me to running a thriving business. In 2017, I started my photography business as a side hustle, taking on clients whenever I could while juggling other responsibilities. Then, in late 2019 (a few short months prior to a global crisis) I made the bold decision to go full-time. It wasn’t easy, but by 2021, I had built a six-figure business from the ground up.
And here’s the thing—I didn’t go to photography school. I don’t have a business or marketing degree. I actually studied biology. Everything I’ve learned about running a successful photography business has come from years of trial and error, self-education, and a willingness to take risks. I didn’t have industry connections, and I certainly didn’t have all the answers when I started. But what I did have was discipline, a deep love for my craft, and an unwavering belief that I could make it work.
That’s exactly why I wrote this book: to help other creatives like you build a profitable photography business without spending years figuring it all out the hard way. I’ve taken everything I’ve learned—the strategies, the mistakes, and the lessons that got me here—and put them into a clear, actionable guide that will fast-track your success. If I could do it with no roadmap, no connections, and no formal business training, so can you. And the best part? With this book, you won’t have to do it alone.
Who Is This Book For?
Before we get into it, let’s talk about who The Six-Figure Photography Business: Your Guide to Building a Business You Love is really for. Whether you’re just starting out or you’ve been in the game for a while but feel stuck, this book is designed to help photographers at any stage build a sustainable, profitable business. Maybe you’re tired of the inconsistent bookings, the constant hustle, or the uncertainty of not knowing where your next client is coming from. Maybe you’re struggling to price yourself confidently or figure out how to stand out in an oversaturated market. Or maybe you just want a clear, step-by-step guide that takes the guesswork out of turning your passion into a thriving career.
If you’ve ever found yourself asking:
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How do I start a photography business from scratch?
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How do I attract consistent, high-paying clients?
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What should I charge as a branding photographer (or wedding, portrait, or commercial photographer)?
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How do I market myself without feeling like I have to be on social media 24/7?
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What’s the best way to structure my pricing so I can hit six figures without overworking myself?
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How do I confidently sell my services without feeling salesy?
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What are the key steps to scaling a photography business beyond just shooting more?
…then you’re in the right place.
This book is here to give you a clear, actionable roadmap, so you don’t have to waste years figuring it all out the hard way. Now, let’s get into it.
Chapter 1 – How You Got Here + Let’s Talk Inventory
Before you can grow, you need to get honest about where you stand. This chapter is all about taking stock of your business (your gear, your systems, your pricing, your workflow) so you can build a strong foundation. Most photographers don’t realize that inefficiencies in their process are holding them back. Maybe you’re spending too much time editing, pricing yourself too low, or working with the wrong clients. Maybe you’re relying on outdated gear that slows you down. We’ll go through a full business inventory so you can see exactly what’s working, what’s not, and what needs to change to get you to the next level. The sooner you streamline your process, the sooner you can start making real money doing what you love.
Chapter 2 – Brand Positioning
Your brand is more than just a logo, a website, or a color scheme. It’s the feeling people get when they interact with your business. And if your brand isn’t clear, you’ll struggle to stand out in an oversaturated market. This chapter helps you define your niche, clarify your messaging, and position yourself in a way that attracts the right clients—the ones who are excited to pay your rates and work with you specifically. The truth is, people don’t just book photographers for their work; they book photographers they connect with. By refining your brand voice, storytelling, and overall presentation, you’ll start attracting clients who not only love your work but also trust you enough to invest in it.
Chapter 3 – Setting Up Contracts and Your Client Journey
If you’re not using contracts, you’re taking a massive risk with every single job. This chapter is all about setting up the right legal protections and structuring a seamless client journey. A well-run business is about delivering a professional experience from start to finish. That means clear communication, solid agreements, and a structured workflow that makes every client feel taken care of. We’ll break down exactly what needs to go in your contracts, how to handle client expectations, and how to create a streamlined process that makes booking, invoicing, and delivering photos effortless for both you and your clients.
Chapter 4 – Marketing and Social Media Review
If you’re waiting for clients to magically find you, you’re going to be waiting a long time. Marketing is what keeps your calendar booked and your business growing. But here’s the thing—marketing doesn’t have to feel overwhelming or sleazy. In this chapter, I break it down into four key pillars: a strong website, an intentional social media strategy, in-person networking, and direct outreach. Instead of just throwing content at the wall and hoping something sticks, you’ll learn how to create a marketing plan that actually works for your business. Whether you love social media or hate it, this chapter will help you focus on the platforms and strategies that bring in real leads without burning yourself out in the process.
Chapter 5 – Building a Killer Website and Using SEO to Your Advantage
Your website is your most powerful marketing tool (if it’s done right). If potential clients are landing on your site but not booking, there’s a problem. This chapter walks you through how to build a website that not only showcases your best work but also converts visitors into paying clients. We’ll cover the essential pages every photography website needs, how to write copy that connects with your audience, and how to optimize your site for SEO so you can rank higher on Google and attract leads without relying solely on social media. A well-structured website can do a lot of the heavy lifting for you—bringing in inquiries while you sleep.
Chapter 6 – Client Acquisition (Where Are These Clients Coming From Anyway?)
Finding clients isn’t about luck—it’s about strategy. If you’re struggling to book consistent work, this chapter will help you figure out where your next clients are coming from and how to attract them. We’ll break down different client acquisition methods from referrals and networking to paid advertising and cold outreach. Instead of just waiting for inquiries to roll in, you’ll learn how to actively bring in leads, nurture potential clients, and create a system that keeps your calendar full. This chapter will help you stop guessing and start booking.
Chapter 7 – How to Price Yourself
Pricing your work can feel like one big guessing game, but it doesn’t have to be. Charge too little, and you’ll burn out before you ever reach real profits. Charge too much without understanding your value, and you’ll struggle to book clients. This chapter breaks down how to price yourself strategically—taking into account your cost of doing business, your experience level, and the market you’re serving. We’ll talk about different pricing models, how to raise your rates without losing clients, and how to charge confidently without feeling like you need to justify every dollar.
Chapter 8 – Perfecting Your Sales Strategy (Learn How to Sell People Your Sh*t)
Sales doesn’t have to feel awkward or pushy. In fact, the best sales strategy isn’t about convincing someone to book you it’s about showing them why you’re the right fit. This chapter walks you through how to confidently sell your photography services, overcome client objections (yes, even “We love your work, but we can’t afford it”), and position yourself as a high-value photographer. We’ll also cover the importance of follow-ups, how to create an effortless sales process, and how to turn hesitant inquiries into hell yes bookings.
Chapter 9 – Goal Setting and Future Brainstorming (Where You Want to Go)
A six-figure business doesn’t happen by accident—it happens with intention, strategy, and a clear vision. This final chapter helps you map out where you want your business to go and create an action plan to get there. Whether you want to scale, work fewer hours for more money, or break into new markets, this chapter will help you set clear, achievable goals. The photography industry is constantly evolving, and the most successful photographers are the ones who plan ahead and adapt. Success isn’t just about making more money—it’s about building a business that supports the life you actually want.
It took me years of trial and error and lessons learned the hard way to compile all this knowledge for you. But by doing so, you don’t have to go through the same struggle. The Six-Figure Photography Business: Your Guide to Building a Business You Love is everything I wish I had when I was starting out – a clear, step-by-step roadmap to turning your passion into a profitable, sustainable business. Whether you’re trying to attract high-paying clients, price yourself with confidence, or finally break free from inconsistent bookings, this book will help you get there faster and with less frustration.
But, if you want even more personalized support, you don’t have to do it alone. Alongside this book, I offer one-on-one mentorship and business coaching for photographers who are ready to level up. Whether you need help refining your brand, structuring your pricing, or building a marketing plan that actually works, my mentorship sessions are designed to give you tailored guidance and real-world strategies, specific to your business. Feel free to send me an email at info@monikanormandphoto.com for any questions you may have about mentorship.