If we’re honest, client education is probably the scariest thing about running a photography business. Always having to justify our value to a bargain-hunting bunch of incredulous consumers just seems cruel. Welcome to the professional world, my friend. Don’t let it get you down. But do get ready to work hard and reshape the way you communicate. As business owners, we wear so many hats, including “director of public relations”—perhaps the most important of all. Convincing the unconvincible is an art and a science. To become anything more than just another starving artist, you need to become an expert at convincing. Here’s how and when to do it.

Sales can be scary. Sales means different things to different people. For some, sales can feel pushy or slimy. What comes to mind when you think car salesman? This is not the most positive way to look at sales. It can create internal challenges when it is time to sell your own services or products. We reframe selling as sharing, which is a much more positive approach to sales. If you have a good product or service and believe it can help others, why wouldn’t you want to share it? If you hold back on sharing, you might prevent someone from having a good experience. When you look at selling as sharing, it shifts your mindset that selling is a good thing that you need to do in your business, and it doesn’t have to be so daunting. Selling begins with your message and how you share what you have to offer. When the messaging is done correctly, your potential clients will be seeking you out for more information.