Here's something nobody tells you in your first few years as a photographer.
It's usually not your camera holding you back.
It's not your lenses or your lighting either.
For a lot of us, what keeps us stuck is positioning: knowing exactly who we serve and being able to say it in a way people remember.
That's what I dug into with Paul Weaver to kick off Season 4 of The One Behind the Lens. Paul is a Miami-based commercial photographer and videographer who shoots for health and wellness brands like Garmin and Prada Beauty. He's also the founder of The Freelance Photographer and Director of Education at VSCO. He has spent years helping photographers figure out the business side, and he's still out there shooting for his own clients.
Niche vs. Positioning: What's the Difference?
I asked Paul this right at the top, because I think a lot of us use those words like they mean the same thing.
His answer: your niche is what you shoot. Your positioning is what makes you different, and it's strong when it's memorable. Your style, your industry, even your season of life can all be part of it. "Lifestyle photographer in Miami" is a start, but it isn't memorable yet.
The big takeaway: if someone can't repeat what you do after hearing it once, your positioning needs work.
Paul also shared how he found his own lane. He compared it to taking his kids to the ice cream shop. You try every flavor for a while, and eventually you keep ordering the same one. Those early years of shooting everything matter. But once he pruned his portfolio, almost everything left was tied to health, wellness, and fitness.
His filter for choosing a niche is one I'm going to keep: what would you be excited to shoot once a week for the next five to ten years? Then make sure there's real demand for it.
How AI Search Is Changing How Photographers Get Found
This part made me sit up. Paul said brand decision makers are already asking AI tools things like which fitness photographer they could hire for a campaign. The photographers who come up are the ones with clear keywords and strong positioning across their website, their Instagram, and even podcast episodes.
That's exactly why I've been updating my own website, and why I've been blogging so much more. Paul agreed that blogs are coming back for this reason. He recommends keeping a short list of keywords you repeat everywhere. His include Miami-based, content partner, health and wellness, and strategic content.
What Good Brand Outreach Actually Looks Like
Paul doesn't wait around for referrals. In commercial work, he said, they rarely happen. So he goes looking.
He'll spot a brand on a billboard, check out their Instagram, notice what their content is missing, and send them a personalized selfie video. He searches Instagram by keyword, finds decision makers on LinkedIn, and sends personal emails. He also shows up at expos and events in his niche.
I'll admit, the selfie video idea made me a little nervous on behalf of everyone listening. But what's the worst that happens? They don't reply. And what if they do?
Price Shoppers vs. Value Shoppers
Paul told a story I won't spoil completely, but it involves a brand accidentally sharing a spreadsheet that showed every photographer they were comparing him against. It reminded him that some clients shop on price and some shop on value. The value shoppers are the ones who have seen you online, talked with you, and want you specifically.
That ties right into something I've noticed this year. My behind-the-scenes clips get far more engagement than my polished photos. People want to know what it feels like to work with you. Paul said BTS videos have become the front door to his website for brands, too.
The Bigger Picture
Whether you shoot seniors, families, or campaigns for Garmin, the lesson is the same. Get clear on who you are. Say it the same way everywhere. Then shoot your shot.
And if you think you don't know enough yet, wait until you hear Paul's Photo Confession Booth story. Let's just say it involves a big-budget Garmin shoot and a strobe light he didn't know how to use.
If you want ongoing support, The Freelance Photographer hosts monthly workshops open to everyone, and the TFP Accelerator opens for enrollment once a quarter.
The full episode is above, or you can listen to the full episode here.
Happy listening,
Kate
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