Just one day into summer break, and I’m already spinning up a new venture 🙂 Like I said, I suck at vacation! However, this venture has been in the works for several months, and we finally had to kick it out of the nest and let it fly. I’m excited to announce a new side business with my husband, Faus Photography. This brings up all sorts of fun topics about business and marketing, so let’s ponder a few things!
I had a guest poster a few weeks ago that talked about turning your hobby into a business, and that’s what we’ve done with Faus Photography. For us, the biggest thing was making sure that we are professionals, not just in our equipment and skill, but in our presentation. I think this is a key point that a lot of amateurs miss when they decide they want to make money at their hobby. When my husband and I started seriously discussing this as a business, my first comment was that we’d need to work on our branding. What is our style? What does our brand mean? Are we elegant, edgy, classic, whimsical? We settled on “authentic”, because don’t like overly photoshopped pictures that make you look plastic, and we don’t like overly staged photos that make the moment look fake. We think life itself is full of beauty, so why ruin the natural beauty by altering it? However, we also believe in using technology to enhance life, which brought us to our tagline, “Authentic moments, perfect memories”. We spent a lot of time picking out a font for our logo and browsing themes for our website. I think a website is something that can make or break a professional image, particularly for creative endeavors like photography. Do all the links work? Is it aesthetically pleasing and easy to navigate? Is everything spelled correctly? Does it load quickly? All of these attributes are hallmarks of a professional site, run by professional people, so it was important to us to make sure it was perfect before go live (speaking of which, perfection is impossible, so if you see something wrong on the site, let me know!).
Next, the publicity. Clearly, this is my area of expertise and my passion 🙂 Here’s the thing: DON’T SELL! I’ve said time and again that my philosophy and practice of marketing is not based on selling things that people don’t need, but rather connecting problems with solutions. Tons of people need photographers, and there are literally thousands of options to choose from. Why choose Faus Photography? I don’t want the answer to be, “Well, I know Ashley, and it would be a nice thing to do for her, so I guess I’ll suck it up and pay her to take some pictures.” NO! I want you to choose our services because you believe you’re getting quality, and our style meshes well with your style. To that end, I didn’t send out a big note to friends and family to request that they “sell” us to others, I haven’t been spamming Facebook with big “news” (which, in my extended circle on FB would probably lead to pregnancy rumors. So we’re clear, no, I’m not pregnant), and I won’t be Tweeting links to Faus Photography every 5 minutes. Yes, you need to make people aware of your new venture, but you don’t need to badger them about it. I think sometimes hobbyist-turned-professionals get too bogged down in staying top-of-mind. Granted, corporate companies do the same thing with email blasts and billboards, so the amateurs learned it somewhere! In short, my publicity strategy is going to be more about word-of-mouth and occasional links if we have a new album to share, but not overload on all my social platforms.
Finally, the question of turning your hobby into your full-time pursuit. We have no plans to do this any time soon, but many side businesses turn into full-time jobs. I think the approach is very different if you’re intending to quit your day job, and I think for most, a gradual shift in priorities is much safer than a giant leap. A few considerations before heading into the great unknown: Do you have all your paperwork completed, like IRS forms, permits, and registrations? Can you do all the business functions yourself, or will you need to outsource things like accounting and marketing? Is your business scalable, and can you actually make enough money to live? Many people think that starting a business will be “fun”… yes, it’s fun, but it’s also a lot of work, particularly if you’re not a fan of every function of business! My husband dislikes the marketing side of the business, and I dislike the technical side of the business. We’re fortunate to have a built-in partnership, and we compliment each other perfectly in this pursuit. But what if you don’t have a spouse or friend to go in with? All of these questions need to be considered before exiting the corporate world.
I won’t be quitting my day job to pursue photography any time soon, and I’ve still got a lot to learn about cameras, lights, and editing! But, I’m excited to say that Faus Photography is officially open for business!