When you’re building your photography business under $100K, it can feel overwhelming. There’s an endless flood of business advice online, but not all of it applies to your current stage.

I see photographers pulling strategies from six-figure or multi-million-dollar businesses and wondering why they aren’t getting traction. The truth? What works for someone making $500K+ is NOT what you need right now.

Instead, you need clear, actionable steps to help you reach six figures first. In this post, we’ll break down five key focus areas that will help you build a profitable, sustainable photography business under $100K—without burnout.

1. Master Your Craft (Get Really Good at Photography!)

No amount of marketing or pricing strategy can fix bad work. The single most important thing you can do at this stage is hone your skills.

Action Steps:

• Shoot in every lighting situation until you’re confident in any scenario.
• Practice with new gear (flash, strobes, film, different lenses) to expand your expertise.
• Assist or second shoot for experienced photographers and learn how they work.
• Watch tutorials or take courses on areas where you feel weakest.

Pro Tip: The goal is not perfection, but confidence. If you feel insecure about your skills, the best way to fix it is to shoot more, experiment more, and learn more.

2. Build a Reputation You’re Proud Of

Your reputation is everything in photography. When you’re starting out, you have the opportunity to establish your brand values early and build trust with clients.

One of my favorite mindset guides for this is The Four Agreements by Don Miguel Ruiz:

✔ Be impeccable with your word. Keep your promises, meet deadlines, and communicate clearly.
✔ Don’t take anything personally. Not every client will be a fit, and that’s okay.
✔ Don’t make assumptions. Over-communicate and set clear expectations.
✔ Always do your best. Strive for excellence, but don’t let perfectionism hold you back.

Takeaway: At this stage, your reputation will be one of your most valuable assets. Guard it, nurture it, and always deliver your best work.

3. Build Relationships That Will Grow Your Business

Your network is your net worth—and in photography, relationships are the key to consistent bookings and referrals.

Ways to Build Stronger Relationships:

• Connect with vendors and fellow photographers. Buy them coffee, collaborate on shoots, and send referrals their way.
• Stay in touch with past clients. Send thank-you notes, check in on anniversaries, and remind them you’re available for future sessions.
• Be generous in your industry. Share resources, uplift others, and don’t treat every connection as purely transactional.

Worst-case scenario? You make genuine friendships and build a community that supports you. Best case? These relationships turn into years of referrals and bookings.

4. Get Clear on Your Pricing & Financial Goals

If you’re not making what you need to live, it’s time to do the math and price accordingly.

How to Calculate Your Pricing Goals:

• If you want to make $100K in revenue, you can do it in multiple ways:
  • 10 weddings at $10K
  • 20 weddings at $5K
  • 40 weddings at $2,500
  • 100 sessions at $1,000
  • 1,000 sessions at $100

If you’re charging too little, you’re going to burn out before you ever reach your goal. That’s why it’s so important to raise your prices strategically as your skills and confidence grow. Need some help? Get our FREE pricing spreadsheet HERE.

Key Takeaway: Pricing isn’t about what “feels good”—it’s about what’s sustainable.

5. Focus on ONE Marketing Strategy That Works for You

Most photographers spread themselves too thin with marketing. They try to be on Instagram, TikTok, Pinterest, YouTube, blogging, ads, SEO… and then wonder why nothing is working.

Here’s the truth: You can hit $100K in revenue with just ONE strong marketing channel.

How to Pick Your Primary Marketing Channel:

• Look at where past bookings have come from (referrals, Instagram, SEO, etc.).
• Choose the ONE channel that has brought in the most inquiries.
• Go ALL IN on making that marketing method stronger.

For most photographers under $100K, I recommend focusing on referrals first. Your best bookings will come from past clients, vendor partnerships, and industry relationships.

Final Thoughts: Keep It Simple & Stay Focused

If you’re in the early stages of your photography business under $100K, the best thing you can do is focus on what truly moves the needle.

Your Game Plan:
✔ Sharpen your skills until you feel confident.
✔ Build a reputation based on trust and consistency.
✔ Nurture relationships with vendors, clients, and fellow photographers.
✔ Price for sustainability, not just affordability.
✔ Master ONE marketing strategy that works—don’t try to do it all.

By focusing on these five key areas, you’ll not only grow a successful business—you’ll build a foundation that allows you to scale without burnout.

I’d love to hear from you! What’s the ONE thing you’re focusing on right now in your business? DM me on Instagram @kristinsweeting or share your biggest takeaway in the comments! If you found this helpful, make sure and check out our group coaching program Danger School to see if it’s a fit for you!