Spoiler alert: It’s not because they’re better photographers.
Most of the time, it’s because they’ve learned to focus on what matters.
After working with hundreds of photographers, I’ve noticed something most of us have in common:
We work solo or in tiny teams.
The issue? Most solopreneurs don’t know what to work on.
We fill our days with busy work—editing, culling, redesigning websites, scrolling Pinterest for posing inspiration—but none of it moves the needle.
It’s like being on a treadmill: running fast but going nowhere.
The Hardest Part About Working Solo
The hardest part isn’t the long hours.
It’s figuring out what will grow your business.
I learned this lesson when I left the military and decided to pursue photography full-time.
At first, I focused on one thing… booking more clients, so I started reaching out to 3-5 Marines with families to offer photo shoots.
This allowed me to practice my pitch, refine my sales process, and build confidence.
Once I had a solid foundation, I set up a landing page and started running Google Ads to generate leads.
That simple system became the backbone of my business.
Try something. See if it works. Move on to the next thing.
That’s how I started building the foundation for what would eventually become Photography to Profits.
Working with thousands of photographers, I realized that most don’t have direction, and the most successful photographers don’t overwhelm themselves with busy work. They focus on a few simple but powerful principles:
• Crystal-clear alignment on what matters most
• A shared understanding of how the business works
• The ability to make independent decisions quickly
• A systematic way to learn and improve over time
If you’re working alone and trying to manage everything from shooting to marketing, what you really need is a simple framework to align your daily tasks with your bigger business goals.
The “North Star” Framework for Photographers
Instead of drowning in busy work or obsessing over flawless processes, you need a North Star—a single guiding metric that connects everything you do to the value you deliver to clients and your business’s growth.
Here’s how it works:
1. Define One Key Metric
Pick a metric that directly reflects the value you bring. For example, your North Star could be “average sales per session,” “number of inquiries per month,” or “total revenue per month.” This keeps you focused on results, not just tasks.
2. Break It Down
Figure out what drives your North Star. What are the key drivers if you aim to add 100 emails to your list every month? It could be more website traffic, higher conversion rates, or faster website loading times.
3. Create a Rhythm
• Weekly: Review your metrics (e.g., leads generated, sessions booked, sales closed).
• Quarterly: Reflect on what’s working and what’s not. Adjust your focus areas to better align with your North Star.
• Yearly: Validate that your North Star metric is driving the long-term results you want (like revenue growth or client retention).
4. Make It Visible
Track your North Star and supporting metrics in a way that’s easy to see. It doesn’t need to be a fancy dashboard—start with a simple spreadsheet or notebook. The key is to stay focused on progress over perfection.
By using this framework, you can cut through the noise, stop spinning your wheels on things that don’t matter, and build a photography business that’s both focused and profitable. Remember, it’s not about doing more—it’s about doing the right things that move the needle.
The 4 Things Every Photographer Should Focus On
If you’re working solo and struggling to figure out what to prioritize, let me save you the guesswork:
1. Automate the Repetitive Stuff
You’re wasting time if you manually follow up with every lead or send the same emails repeatedly.
Here’s what you should automate today:
• Send an instant email and text to every new inquiry.
• Set reminders to follow up with leads who don’t book immediately.
These small systems can save you hours every week, ensure no potential client slips through the cracks, and free you up to do what matters.
2. Use AI Where It Can Help
AI isn’t just a buzzword—it can free up your time and make your business run smoother.
Here’s how photographers can use AI today:
• Respond to Inquiries: Set up AI agents to handle emails, texts, or chat widgets so you don’t miss a lead.
• Edit Photos & Cull Galleries: Use AI tools to speed up your editing process and sort through hundreds of images.
• Write Blogs & Revamp Copy: Let AI help you create fresh website copy, blog posts, or even captions for your social media.
3. Get in Front of New Leads
Your next clients aren’t just going to show up.
Here’s how you should be finding them every week:
• Prospecting: Reach out to potential clients directly.
• Emailing Your List: If you have an email list, nurture it with offers and updates.
• Social Media: Post consistently and use stories to engage your audience.
• Follow Up: Don’t let past inquiries go cold.
• Set Up Paid Marketing Funnels: Use Google Ads, Facebook Ads, or other platforms to bring in new leads consistently.
If you’re not doing something to attract new leads daily, your pipeline will eventually dry up.
4. Focus on Revenue-Driving Activities
Ask yourself this every morning:
“What can I do today that will make me money?”
It’s probably not redesigning your website or tweaking your logo for the 15th time.
It’s things like:
• Calling leads and booking consults
• Sending out promotions or irresistible offers
• Following up with past clients to rebook them
• Setting up ads that directly bring in new clients
Every minute you spend on something that doesn’t drive revenue is wasted.
My Biggest Lesson
When I first started, my focus was simple: book shoots, master sales, and reinvest in better equipment.
I didn’t overcomplicate it. I didn’t waste time on things that didn’t matter.
And that same focus is what I teach every photographer I work with.
Because here’s the truth:
You don’t need more time. You need better priorities.
You don’t need to do everything. You need to do the right things.
And if you’re ready to determine what those “right things” are for your business, let’s talk.
If you’ve looked into our DFY options before but weren’t ready to commit, consider our 1-on-1 Accelerated Coaching or our newest hybrid group program.
Both are designed to help you hit your goals faster without the full DFY investment. Let’s make 2025 your breakthrough year!
https://photographytoprofits.com/apply/
Humberto Garcia is the world’s leading photography business growth expert.
Founder of Photography to Profits and high-performance coach to multiple 6-figure photography businesses. Humberto coaches photographers from his special operations military experience and photography sales and marketing experience. After years of high performance in Marine Special Operations and building businesses, he knows what works.
