Commercial Photographer: Your Guide to Marketing, Creativity and Growth

This week Marcus and Sam discuss the use of black and white photography. Marcus did a poll on LinkedIn and found that (from the sample of people who responded) people preferred colour for a head shot, but like black and white photography in their homes. William Eggleston a famous photographer did an exhibition in the Museum of modern art, New York in the mid 1970s and he used colour. At the time the critics said his use of colour was “vulgar”. Marcus thinks that using actual film, black and white film, and developing it yourself will expand your understanding of black and white photography. Now the software we use for photography still uses many of the terms that come from those original dark room techniques. And they will make more sense once you have experienced developing actual film. There are photography clubs all over the country that have dark rooms you will be able to use.   Marcus also think photography books are also a great way to learn about black and white photography. Also go and look at photographic exhibitions and how those photographers use black and white photography.   Sam and Marcus then talk about the use of black and white commercially. Black and white is great for headshots. Also, for some businesses black and white can really match their brand. Some brands need some bright colours, but for others black and white can work really well for their brand. Barbara Kruger is a famous photographer who used red text against black and white photography which was a great look and could work really well for a brand. At weddings black and white can be used. It’s used often when the weather is bad as it helps deal with poor light. But black and white can also be used for effect on any wedding. But as the shots will be digital these can be made black and white after the event. Don’t forget to sign up to the podcast newsletter to get the lastest episodes direct to your inbox, get bonus extra content past episodes to try and more.

The Foot in Both Camps: In 2026, the creative industry is split between the demand for total authenticity and the need for AI efficiency. Giles Christopher reveals how he carves out a "narrow channel" to meet client needs without compromising his professional ethics.• The High-End Access Gap: Discover how AI is lowering the barrier to entry for complex, CGI-style results, making high-budget looks accessible for seasonal commercial projects.• The "Mixed Reality" Formula: We explore Giles’s specific workflow for combining physical assets with machine intelligence, and why this particular "hybrid" approach is the secret to maintaining both your soul and your profit margins.• Combatting the Influencer Threat: Learn how to stay relevant in a market that prioritises quantity, and why "polishing" your work with AI is a defence against the race to the bottom.⁠⁠⁠Download the free guide to Marketing and Creativity here

The Efficiency Layer: Most photographers didn't start their business to spend hours on spreadsheets and emails. As we continue The AI Revolution, Sam reveals how to hand over the most tedious parts of your business to an AI assistant—without losing your professional "voice."• The 30-Second Quote: We discuss a specific technique for generating high-detail, branded quotes almost instantly—and why your first attempt will likely fail without one crucial setup step.• The "Perfect Memory" Bot: Discover how to ensure you never forget a client detail again, even months after a call, using a tool that lives inside your meetings.• Decoding the Numbers: Learn how to turn a mountain of confusing social media and website data into a clear marketing roadmap, even if you hate spreadsheets.⁠⁠⁠Download the free guide to Marketing and Creativity here

The Future is Here: While most are debating the ethics of AI Glenn Grant is it to rebuild his business from the ground up. In this season premiere, we explore how Glenn has automated the "boring bits" to focus purely on creativity.• The 60% Reduction: Discover the exact framework Glenn uses to reduce business overheads and why Commercial Photography delivery times are shrinking from weeks to hours.• The "Invisible" Editing Step: We reveal a critical stage in the post-production process that most photographers are completely ignoring—and how AI handles this high-value task in seconds.• The Ethical Blueprint: How to use real models and real products with AI composition to achieve "picture-perfect" results without losing your creative soul.⁠⁠Download the free guide to Marketing and Creativity here

Museum Piece or Essential Tool? In the age of mirrorless previews and instant histograms, the humble flash meter is the subject of fierce debate. Marcus dives into the history and the high-tech reality of this device to determine if it still has a place in a modern Commercial Photography workflow.• The Precision Gap: Discover the specific scenario where your camera's digital preview is actually "lying" to you—and how a meter provides a level of repeatability that software can't match.• The Speed Paradox: Most photographers think a meter slows you down, but we reveal how it can actually save you 15 minutes of "trial and error" when building complex Studio Lighting for Photographers.• Educational Gold: Learn how this single piece of kit can fast-track your Commercial Photography Skills by training your eye to see light ratios in a way that looking at a screen never will.⁠Download the free guide to Marketing and Creativity here

The Dual Challenge: It’s a high-stakes start to 2026. While the January 31st Tax Return for Photographers deadline is looming, an even bigger shift is coming this April. Specialist accountant Vicki Pascoe joins us to provide a two-part roadmap for your business.• The 10-Day Warning: If you haven't filed yet, hear the critical reason why you cannot afford to wait until the 31st—and the specific "Gateway" hurdle that catches most photographers out.• The April 6th Shift: We pull back the curtain on "Making Tax Digital." Find out if your Commercial Photography turnover triggers the new mandatory requirements and what the quarterly filing actually means for you.• The Case for Outsourcing: Why hiring a professional for your Accounting for Photographers is often a profit-making move rather than a cost, and how to decide if it's finally time to stop doing your own bookkeeping.⁠Download the free guide to Marketing and Creativity here

The Critical Gap: Why do some high-quality images fail to get results for clients? Strategy expert Uta from Carrot and Karma joins us to explain why Commercial Photography is only as effective as the planning behind it.• The Clarity Trap: Discover why a lack of Brand Strategy makes it impossible for a photographer to represent a business accurately, regardless of their technical skill.• Target Audience Alignment: Learn how to identify if your client actually knows who they are talking to before you ever press the shutter.• The Impact Checklist: A guide for the Brand Photography professional to ensure the messaging and "feeling" of the brand are locked in before the shoot begins.Download the free guide to Marketing and Creativity here

We received the sad news this week that photographer Martin Parr passed away. Our show this week is a mix of personal stories, reflections and discussion about the life and work of Martin Parr. Hear what Martin thought about Marcus's photography during his degree and about the fantastic legacy and foundation he leaves behind. Marcus shares with us a glimpse into Martin's commercial photography.

STOP GUESSING: Your website holds the key to your Commercial Photography Marketing success, but only if you know what the numbers mean. This essential show breaks down the noise of Website Analytics for Photographers into three actionable points.The Vital Few: Discover the exact 3–5 Commercial Photography statistics that genuinely measure your site's performance and income potential.The Dangerous Distractions: Learn which "vanity metrics" you should immediately ignore, as they waste your time and sabotage your business focus.The Diagnosis Checklist: Find out the critical signs in your data that signal an urgent, revenue-killing problem you need to fix this week.

The Challenge: Every Commercial Photography session starts with a client saying, "I hate having my photograph taken." The Solution: Expert listener Colin Smith reveals the Commercial Photography Skills that help you immediately build trust, relax your subject, and capture authentic emotion.• The 10-Minute Mindset: Discover the specific psychological framework you must adopt upon arrival to master Photographer Rapport Building even before you pick up the camera.• The Golden Prompt: Learn the single, magic sentence you can use while shooting that shifts the client’s focus and unlocks genuine expression for the perfect photo.• The Inner Practice: Find out the counterintuitive 10-minute listening exercise you can practice at home to instantly improve your essential Commercial Photography Skills.

Is your Commercial photography income seasonal? Wedding photographer Nick Church reveals the reality—and huge potential—of offering Photography education. Learn how this strategic service can be the ultimate tool for Photography business growth.• The Passive Income Lie: Find out why the promise of automated recurring income is false, and what level of sustained marketing work is actually required to make your course profitable.• The Conversion Secret: Discover the specific type of marketing content that attracts genuine buyers, and why high-spend generic ads fail to generate high-quality leads for your Commercial photography business.• The Overlap Advantage: Learn the simple branding trick that turns your existing Commercial photography clients and network into your warmest, most valuable source of education leads.

Are you leaving money on the table? Marcus breaks down event photography, a high value, high pressure genre that perfectly complements your commercial photography marketing. Learn how to capture the atmosphere and emotion that brands need for their future campaigns.• The Preparation Blueprint: Discover the essential questions you must ask your client before the day begins to guarantee you capture the client's full vision.• The Gear Guarantee: Discover the essential equipment setup you must adopt to guarantee reliability and professional results in unpredictable, low light venues.• The Relationship Advantage: Learn the powerful, simple strategy borrowed from wedding experts that helps you turn venues and speakers into your best source of repeat bookings.

Is your SEO still working? This episode with web expert Alex Vita asks the provocative question: Is traditional SEO dead in the age of AI? Discover why tracking website traffic is no longer enough and what strategic shift you must make to secure premium clients in the "Zero Click Marketing" world.The Zero Click Strategy: Discover why chasing simple SEO traffic is a waste of time and what single metric you should be tracking instead to prove your online efforts are working.The New Rules of Google: Learn the most crucial concept for modern SEO and Google Search, and how to build a powerful online reputation that satisfies both AI and your potential clients.Positioning for Premium Fees: Find out how to stop being a generalist and use a simple positioning tactic on your website that allows you to immediately justify charging higher fees.

Discover the true numbers behind the industry's gender split and see exactly why brand photography is attracting so many women photographers right now—and why it’s not just a coincidence.Uncover the 'magic ingredient' of successful brand photography that allows you to charge more, secure repeat business, and turn simple images into powerful brand stories for your clients.Identify a huge commercial advantage that many photographers are currently missing, which represents a clear path to high-value, consistent bookings if you understand how to approach it.This week, we're diving into a topic not often discussed in the photography world: why brand photography is so heavily dominated by women photographers, both behind the lens and as clients. We go beyond the gear and business strategy to look at the psychology and personal connections that truly drive success in this niche.Marcus and Sam discuss the surprising statistics showing the gender ratio and break down what makes women excel in this area—it's less about technical skill and more about empathy, storytelling, and emotional intelligence.But here's the kicker: The show uncovers a huge commercial opportunity. We discuss an untapped segment of the market and what you need to know about their distinct visual approach. If you’re a brand photographer looking to increase your income, stand out from the crowd, and secure more repeat clients, tune in to find out where the real money is and how to get it.

Marcus is back this week with a fantastic guest: Colin Jones, CEO of The Society of Photographers (The Societies).In this powerful episode, Marcus and Colin dive deep into the state of the professional photography industry, focusing heavily on the commercial and B2B sectors. Colin shares critical insights on how a 5,000-member international organisation supports photographers and what it truly takes to succeed in today's demanding market.What You Will Learn. We’re covering the three key takeaways you need to navigate the evolving industry:How to significantly improve your photography and build a more profitable, premium business by leveraging the support, mentoring, and community of a dedicated professional body.How the commercial photography market is changing, addressing the challenges and opportunities presented by AI, and exploring which specialised markets (like food, architecture, and product photography) are thriving.Why ideas are the gold standard of your business, and why technical excellence alone won't cut it in the future, especially as technology advances.

If you're looking to accelerate your journey in Brand Photography or Growing a photography business, this episode is an absolute must-listen. Sam and Marcus dive straight into the practical, down-to-earth steps for finalising the purchase of a photography business, focusing on the client lists and assets that form the real value. Stop wondering how to get ahead and start implementing the strategies that will give you significantbenefits and set you apart in Marketing for photographers.What You'll Take Away From This EpisodeWant to know the secrets to a smooth and profitable acquisition without getting bogged down in solicitor fees? Listen in todiscover:The straightforward process for drawing up a watertight contract.  You'll learn why you can ditch the expensive lawyers and what simple, clear language is vital to make sure all parties stick to the agreement.The non-negotiable next steps to monetise your new client list immediately. We show you how to be proactive and make a plan to gain maximum value from the assets you've just bought before they go cold.A clever negotiation tactic involving staggered payments and commission. Hear how to structure a deal that reduces your risk and incentivises the seller to help you transition clients, all while keeping the cash flowing.

Tired of the slow crawl to grow your photography business?In this episode, we're talking about a serious shortcut: buying an existing outfit. Sam shares his personal experience and lays out a practical guide on how to acquire a local photographer's assets to instantly boost your client list and portfolio, including a deeper dive into lucrative commercial photography and brand photography markets.What You'll Take AwayInstantly scale your business overnight: Discover the one radical move that can double your client roster and digital presence without years of grafting.Avoid the biggest financial mistake: Learn the critical difference between buying the 'business' and buying the 'assets' to protect yourself from hidden debt and legal faff.Work out exactly what you should pay: We give you the no nonsense methods for valuing a business's goodwill and client list, including clever ways to structure payments that protect your cash.Ready to stop waiting for growth and start making it happen?This episode is packed with invaluable, practical advice for any UK photographer looking to get ahead.

Brand photography isn't just a job; it's a goldmine for creativity and a sure-fire way to deliver massive value to your clients. Aimed squarely at UK photographers, this episode cuts through the waffle to show you how a fresh approach to branding shoots can keep you creatively sharp and significantly move the needle for your business.Stop leaving money and opportunities on the table. Here's a taste of what you'll gain from listening:You'll discover the simple yet powerful shift in focus that instantly transforms your images from simple snaps into authentic, powerful visual narratives for your clients' brands.How do you stay razor-sharp creatively when working on multiple, varied projects? We reveal why shooting brand photography forces you to borrow from different photographic genres, and how this fusion keeps your skills fresh and your portfolio unique.Learn the crucial difference between 'spontaneity' and poor planning, so you can walk onto a set fully prepared while remaining completely open to unexpected, brilliant ideas—a skill that impresses clients and leads to your best work.

Tired of throwing time and money at marketing and gettingnowhere? This week, Sam delivers five and a half practical, low cost marketing strategies for photographers that any UK photographer can implement right now to bring in higher paying commercial photography clients and grow theirbusiness.This episode is packed with useful content, but we've pulledout the three essential takeaways that will most quickly boost your commercial photography business. Stop relying on luck; start implementing a clear plan that converts prospects into paying customers.Listen to discover:Three Things You’ll Learn in This EpisodeThe Hidden Database on Your Hard Drive: Discover the simple, overlooked source of paying clients you already possess, and learn the UK-specific GDPR rule that allows you to contact them immediately, turning old inquiries into new sales.How to Break the Ice with Big Decision-Makers: Find out the essential 3-step blueprint for warming up leads on LinkedIn before you send a connection request, ensuring that key marketing staff are ready to see the value in your commercial photography.The Low-Cost Client Funnel You Need: Master the technique of the "discounted offer" (like a simple headshot) and, more importantly, the crucial plan to successfully move those first-time buyers onto your premium, high-value brand shoots.Grab a cuppa and listen now—your next big client is waiting.

This week, we're joined by personal branding experts Kaz Grant and headshot photographer Toby Lee. Toby has built an excellent personal brand which has helped him to stand out from the crowd and attract new customers. They discuss how all photographers can use their personal brand to grow their business. We explore why your reputation is more important than ever and how you can leverage it to get more work. Tune in to discover why a strong personal brand is the key to standing out in a crowded market.What You’ll Learn From This Episode:Discover the secrets to building a personal brand. You'll learn what a personal brand actually is and how it can help you get ahead in your photography business.Find out how to attract new customers. We reveal how to make your social media and video content work for you by turning a passive audience into active clients. We also discuss other key marketing channels.Learn how to make personal branding an enjoyable process. We give you practical tips for creating a personal branding strategy that feels authentic and fun, so you can do it consistently and see the benefits.