by Emily Hancock Published 01/10/2013
'Subject selection for photographers is huge' Emily adds. 'I think that my own success has been down to the fact that I found a niche that I am passionate about.' Having been riding horses and competing in events since she was a child, it's easy to see why Emily has such a great affinity with both her clients and her subjects. However, Emily also believes that with the right training, and some insider posing secrets, you don't have to have had a long love affair with horses to photograph them successfully. Many of her training clients are new to the equine world.
Marketing is crucial for a niche photography business and Emily spends more of her time talking face to face with potential customers at equine shows than online. 'I go to all the major equine shows with a marquee where I display my work and I pick up commissions from every event. Horsey people are not sitting on the internet searching for equine photographers in the same way a typical bride might be searching online for wedding photographers. They're at the stables mucking out their horses and going out riding! I also do things like charity auctions to try to give something back, but they are always for specific equine charities. Deals with tack shops can be lucrative too so I encourage people to think outside the usual marketing strategies.'
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