Beginner Photographer: How Pauline Cany Found Her First Clients

"When I started out, there weren't many photographers around." That is the answer Anthony Heukmes hears from most of the podcast's guests, who have been in business for twenty or thirty years. Pauline Cany, on the other hand, started out in 2017, surrounded by many talented photographers. Her conclusion: it takes longer than it used to, but it is still possible.

A maternity and newborn photographer in Dijon at the time of recording, she talks about her past as a sales assistant in a makeup store, her first two "somewhat chaotic" years, and the very practical steps that helped her fill her calendar. A valuable episode for any beginner photographer.

Who is Pauline Cany?

Pauline Cany is a photographer based in Dijon, in the Burgundy region of France. When this episode was recorded, in early 2021, she specialized in maternity and newborn photography, which she had been doing in her own studio since 2017.

• A career changer: before photography, she worked in retail, including in a makeup store.
• A thorough training: three years at a photography correspondence school, followed by workshops with photographers she admires.
• An entrepreneur: during the first lockdown, she created Dodge & Burn, a peer support community for photographers.

Her business has grown a lot since then: her Dijon studio now offers portraits, boudoir, maternity, newborn and family sessions, weddings and photos for businesses, and she also works in Lyon and Paris.

1. How do you become a photographer when you come from another job?

Photography always felt obvious to Pauline: she has been taking pictures since childhood and "always wanted to be a photographer." But her family did not think much of the job: no prospects, no future, no clients. So she finished high school and started working in retail, a world so hierarchical that she quickly felt "limited."

Once she realized this would not be her future, she got serious about training: three years at a photography correspondence school. She launched her business along the way, before she even had her certificate, then took further courses with professionals she considers mentors. Her path is similar to that of other podcast guests, such as Émilie Zangarelli's career change, who also had a first career before photography.

Understanding your loved ones' fears

Pauline does not hold it against her family. Now that she is a mother herself, she understands that her parents were simply afraid for her. Once she had taken the plunge, they actually encouraged her to keep going. And that first work experience is what tells her today that she is "in the right place."

"Ever since I made that leap, investing in myself and getting trained, it has changed my life. You learn from the experience of people who have succeeded. And that is pure gold."

Pauline Cany

2. How long does it take to get your first clients?

For Pauline, it took about two years. The first year was "somewhat chaotic," and she was ready for it: she had allowed herself one, or even two, difficult years. She had to persevere and dig deep.

Looking back, she can see what held her back: she stayed too much in her own corner, convinced she had to be flawless before daring to reach out to clients.

"I felt like I didn't belong. I thought I had to be perfect to be able to get clients."

Pauline Cany

Her positive mindset helped her a lot: at the time, she did not realize how long and hard it was. It was only when her business took off, once she understood she had to "knock on doors," that she saw how far she had come.

Being yourself is what makes the difference

When other photographers also do quality work (she refuses to call them competitors), how do you stand out? Her answer: be yourself. That connection with the client is what builds the relationship, and it is what they will remember when they talk about you to others.

3. Why do so many beginner photographers feel like impostors?

Photography is a very visual profession: you compare yourself to others all the time. For a long time, Pauline followed online photography groups without ever finding her place. She did not dare comment on a post or give her opinion on an image, afraid she was not qualified to. Very busy groups, and sometimes negative comments, did not help.

Yet giving your opinion is how you improve and how you assert what you want to convey. Anthony agrees: when he discovered the industry while creating Fotostudio, he imagined a closed profession where people undermine each other. Instead, he found a lot of mutual support.

Dodge & Burn, a community built on kindness

In March 2020, with no sessions possible during lockdown, Pauline created her own community, Dodge & Burn, with one main rule: kindness. At the time of recording, the group was free and worked like this:

• an entry questionnaire, designed with a psychologist, and a conversation with each applicant to make sure they are there to share;
• a monthly schedule of topics, from pure technique to finding clients;
• a "week" dedicated to one member: the group helps them dig into their challenges and build a plan for their business.

Anthony sees it as a "membership" model, very common in the United States: a paid community justified by regular content and real added value.

4. What is an inspiration shoot, and why offer it for free?

For Pauline, the heart of the job is the image: you have to create images and show them. What allowed her to build a solid client base were inspiration shoots: sessions she offers for free to the exact type of client she wants to attract.

Unlike a regular session, she decides everything from start to finish: the theme, the staging, the props, the selection and the editing. The model agrees to the concept and enjoys the experience without imposing their own wishes. The result: images that match exactly what she wants to sell, ready to be shown on her website and social media.

An investment that pays off

At first, Pauline gave away the whole gallery. Today, she only offers one or two photos and sells the additional images to the people who came to collaborate with her. An online gallery where clients choose their photos makes this kind of sale much easier. Above all, the snowball effect works wonders: someone who loved their free session will tell everyone around them.

"The person you give the session to can really come back afterwards and tell people around them about their experience with you."

Pauline Cany

5. Can Instagram become your main source of clients?

For Pauline, yes: at the time of recording, the vast majority of her clients came from Instagram alone. Her reasoning is simple: parents-to-be are young, roughly her age. Where are they? On Instagram. She knew nothing about it at first, so she learned.

"I go where the clients are."

Pauline Cany

Stories to bring your account to life

She avoids anything personal, but shares a lot of her day-to-day work:

• a few words to the camera during an editing session;
• what her days look like and tours of the studio;
• new props;
• a simple boomerang to say hello.

Clients love being "right in the middle of things": they follow the stories, react and comment. Anthony connects this to photographers who say they never got a single client from Instagram after three posts: it is often a matter of not using the tool properly. Daring to show yourself on video creates a closeness that makes people want to book. Instagram draws people in, but it is still worth having a shop window you own: a photography website you can send your followers to.

6. What does "knocking on doors" mean when you are starting out?

The expression comes up throughout the episode. For Pauline, it covers several actions:

• Introducing yourself to fellow photographers: going to say hello to the photographers in your area, even if you feel like "the new competitor." Some will be reserved, others very welcoming.
• Sending a short email to the town hall, to get your name known locally.
• Reaching out to the professions around yours: midwives and gynecologists, when you photograph pregnancies and newborns.

Her message is disarmingly simple: "Hello, I'm Pauline and I'm a photographer. Here is my work." Above all, it is about showing that you exist.

"The hardest part is the first door you have to open. After that, it takes care of itself."

Pauline Cany

Anthony shares his own example: he did not dare launch this podcast. A developer, not a photographer, with a Belgian accent, he did not feel qualified. Yet episode after episode, listeners tell him they learn things. If he had not dared, there would be nothing.

7. How do you build partnerships with other professionals?

To offer highly polished sessions, Pauline added makeup and hair styling to her services, in partnership with a makeup artist and a hairdresser. She chose people she "clicks with," and the exchange of visibility works both ways:

• her partners work with women and mention her during their own appointments;
• being present during the sessions, they get to know the mothers-to-be, who sometimes keep them on afterwards.

She also set up a partnership with a midwife and an osteopath: each one recommends the other to their clients. Sometimes it only brings in one or two people a month. But year after year, those clients bring in others.

8. Why there is no such thing as a "small client"

Pauline admits it: she has caught herself thinking "this is a small job, let's get it done quickly." One story cured her of that reflex.

On December 31, a man called her to book a photo session for the next day, January 1. The request seemed strange, and she turned it down: she does not work that day. He got back in touch on Instagram. When she saw his verified account, she realized he was a professional soccer player. She eventually accepted, for an extra fee, and did a beautiful session. That client then sent other people her way.

"There are always gems where you least expect them."

Pauline Cany

The lesson she drew from it: answer the phone attentively, every single time, and know how to say "that's possible, for an extra fee" rather than closing the door. Planning for these cases in your rates (public holidays, last-minute requests) means you need to calculate your prices carefully in advance. As for requests that come in late at night, like that Instagram conversation that went on until 1 a.m., an online booking tool lets clients pick a time slot without waiting for your reply.

9. Learning to say yes

Asked about her goal for 2021, Pauline goes against a very popular piece of advice. Many entrepreneurs want to learn to say no; she wants to say yes to as many things as possible, stop putting up barriers and give opportunities a chance, while still filtering them to stay true to her direction.

"I think that when you give, you receive."

Pauline Cany

Anthony agrees, with one caveat: say yes, by all means, but not to just anything. The key is to stay aligned with the photographer you want to be.

Episode recorded in early 2021, during the pandemic. Pauline explains that she kept her clients thanks to her positivity and creativity, without feeling alone. The Dodge & Burn community and the figures mentioned refer to that period.

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FAQ: beginner photographer, how to get your first clients