S1.E10 – Tom Sanders on Finding Your Niche in Photography

From photographing World War II veterans to building a career in longevity and celebrity photography, Tom Sanders (vsco.co/tomsandersphoto/gallery) has carved out a unique niche in the industry. In this episode of f/22, Tom shares the story of how a college assignment led to two published books, long-term client relationships, and a thriving photography business.

📌 In this interview you’ll learn:

• How a chance encounter with a WWII veteran shaped Tom’s career path
• Why finding a niche can be the most powerful move for a photographer
• Practical marketing strategies for freelancers that actually work
• Why today’s photographers should also be filmmakers
• How personal projects can lead directly to paid opportunities

Whether you’re just starting out or looking to grow your photography business, Tom’s story is packed with inspiration and actionable advice.

00:00 — Intro & Tom’s background
00:55 — Family history: Ernest Hemingway portrait & photography roots
03:02 — First WWII veteran portrait & impact of the project
05:00 — Moving to LA & building a portfolio through veterans
06:14 — The importance of personal projects
07:20 — First big client: Belmont Village & published book
08:10 — Celebrity photography in LA & early big breaks
09:42 — Finding a niche: longevity photography
12:28 — Teaching at Savannah College of Art and Design
13:06 — How photographers actually get consistent work
15:14 — Why photographers today must also be filmmakers
16:23 — Practical marketing: social, ads, cold calls, and promos
20:03 — Email strategy & building client lists
22:03 — Networking, keeping in touch, and the snowball effect
23:05 — Creating personal work to attract clients
25:14 — Balancing business ownership & creativity
26:56 — Money transparency & client work breakdown
28:20 — Why LinkedIn is Tom’s most powerful tool
31:25 — Advice for young photographers starting out
33:11 — Why every photographer should shoot motion
35:07 — Renting your own equipment back to clients
35:49 — Where to find Tom’s work

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