The beginning of 2020 started with a bang. I spent the first half of January planning photoshoots and rolled into February with eight completed before Valentine’s Day. And then…
Red light.
Freelancers, independent contractors, and many small, small businesses know how important it is to prepare for an uncertain future. We all stress the importance of squirreling away a rainy-day fund and anticipating downtime between gigs.
Historically, downtime meant reaching out to clients, organizing my bookkeeping, archiving recent photoshoots, having coffee with colleagues, and researching architectural and product photography inspiration. Even amid the COVID-19 pandemic, many of us are still finding ways to virtually have coffee with each other. Nonetheless, I’m anticipating a slow down that could have lasting effects through the second half of 2020.
But, there is always work to be done. I thought I would share just how I’m weathering the storm and preparing to remain in business for my clients and the future of my work.
Step One • Getting all Marie Kondo up in this busnassss:
Tidying up and purging unnecessary things in our home has been all the rage in the Ferraro household for several years. It all started when my wife and I were preparing for the arrival of our daughter back in 2015. As I’ve become more confident as a photographer, I’ve been applying this same space-saving and mind-decluttering techniques to my business. Here are a few examples.
A) Keeping a clean desk and workspace. B) Filing paperwork and keeping physical copies of what I need and scanning and shredding the rest, keeping things in digital formats wherever possible. C) Streamlining my workflow by only using essential supplies and tools. D) Purging unnecessary gear from my kit and refraining from buying more equipment until something is obsolete, is beyond repair, or purchasing a new tool that will only provide a function that simplifies my workflow.
Step Two • Being a Strict Accountant:
Early on in the business, I had a lot of G.A.S. — nearly all photographers suffer from it. The manufacturers of photography gear and gizmos know our collective weakness and play to our insecurities in this business by making us think we need a new shiny piece of gear to get work… and we FALL for it! Talk about amateur hour. I thought having the equipment with the right name brand and all the accessories to go with it would make me who I am today, (Head-slap!). Photographers easily overlook their expenditures as being just another write-off or justify a purchase as a need over just another want. Photographers love their toys, and many literally subscribe to the idea that clients care about the brand of their gear they use and if we’re up on the latest version of a camera body. I’ve recently denounced this way of thinking because it is nonsense.
This past year, as a part of my tidying up process, I’ve prepared a streamlined budget spreadsheet and tracked spending month by month.
I’ve looked very strictly at my gear closet and assessed the quality, quantity, effectiveness of my gear — and, I’ve either gotten rid of things that no longer serve a function for me, or have stuck with things that could be replaced by something newer and shinier but wouldn’t do the work any differently or to any significant advantage. I am happy to say that this year, I have been operating on what looks like a shoestring budget. Still, in reality, I’ve only cut back in places that allow things to feel normal in my day-to-day but also remain lean enough to skate through downtimes without reaching for that big red button.
Breaking out necessary expenses helped me realize that even equipment and office supplies can take a backseat to what really matters in keeping things operational. (I’d be happy to share a copy of my worksheet with you if you’d like a blank one to start with).
Sample of Joseph Ferraro’s 2020 Budget Sheet
Step Three • Interact and Engage, more:
Many people not-so-secretly loathe social media. I hear it ALL the time from pretty much everyone I know, even from those whose job it is to promote their company’s business where they work. Still, we all know how valuable engagement is, and that timely update about new work or some behind the scenes action is a crowd-pleaser. And, maybe that’s true. I do love people and could hang out for hours finding new things to talk about. And, I’ll admit, I get sucked into flipping through people’s stories because I DO want to know how everyone is doing and what cool things you’re up to. Still, I just can’t get myself to like the idea of curating content to digitally brand myself as what I already consider myself to be: a fun-loving dad and husband, who loves all things bread and food, who’s also a lovable, friendly photographer.
Be that as it may, as a business owner, I know that these tools are here for me to help promote my business and stay fresh in the minds of my clients and future clients. So, I’ll be making a more concerted effort to join the community in this 21st Century sort of way.
Step Four • Educate and Expand My Mind:
I’ve been intrigued by edX — the free, online college with courses from Harvard and MIT (and now more) since it began over a decade ago. I’ve completed a course in contract law and have always wanted the time to enroll in more.
So, I did!
Just the other day, I enrolled in a course in an Intellectual Property Law course, and a Social Media Marketing course. I have no need for another degree beyond my bachelor’s, for now. If I plan on teaching someday, then I’ll explore a master’s program, but for now, I’ll happily enroll in some online classes and learn some valuable things to support my business.
Also, how popular have podcasts become again? Amirite??
Step Five • Finding Inspiration and Creating New Images:
Museum of Fine Arts, Contemporary Arts Wing © Joseph Ferraro
My bookshelf is full of great inspiration. Architectural photography books of works by Julius Shulman, Ezra Stoller, and Marcel Gautherot are anthologies I can dive into for hours. I’ve even begun looking more closely at the scene painters of the seventeenth and eighteenth centuries — like Canaletto and Capriccio. And, if you haven’t been introduced to the renderings of Hatch Studio or MIR, please be prepared to clean your brains off of your desk.
Case Study House 22, Los Angeles, CA © Julius Shulman
Also, a subscription to one of the most beautiful magazines, Cereal, has been landing on my doorstep lately. If there’s ever been a time to experiment with lighting and designing an aesthetic that could uniquely be my own, it’s now. If we’re fortunate enough to use this time to expand our abilities, this could be the most valuable place we put our time.
Cereal Magazine https://www.readcereal.com/
Step Six • Self-Care:
Eating well, letting my mind wander during times of boredom, meditation, putting a few pencils and sketchbooks to use, reading a book or two, (or four), and keeping a regular schedule during the workweek, are all ways I’ll be taking care of myself. Because being mindful of my health and maintaining a sense of calm will allow me to focus on my goals and support my family in ways that we have more time to appreciate now.
Step Seven • Help Others:
And, that brings me to my final step. Taking care of loved ones and your neighbor. It doesn’t take much to notice when someone else might need a bit of help. And, if you’ve been taking care of yourself, then it should be easy to reach out and help others. But, given the circumstances surrounding this virus, I do find it difficult as we’re supposed to keep safe distances from each other to prevent the spread of this.
So, if all you feel safe doing is helping your own family, then that’s a start. But, as things return to normal, just know that not everyone may be able to bounce back as strongly as the rest, and people still may need help when it may seem like everything’s normal in your bubble.
I’m going to continue doing what I can to be here when things return to normal.
If, in the interim, there is anything I can do for you, please let me know!
Personal Passion: Sourdough Bread Baking @leotheleaven
I’ll also be sure to share more writings and some insights into the photography world and post new images as I create them during the inspiration-stage of my sheltering-in-place time at home.
Please be safe and take care. I look forward to being behind the camera again for my clients and showing the world just how amazing the creators are who design the places and spaces all around us.
- Joe