Why Being Good Isn’t Good Enough Anymore
The hard truth about why you’re still not getting hired
Let me be brutally honest with you.
Some of the best photographers I know are broke.
Meanwhile, I see people with average work getting steady gigs, flying around the world, building dream portfolios—and getting paid to do it.
You might think that sounds unfair.
But here’s what I know after 35 years in this business:
The best photographers don’t always get hired.
The photographers who know how to position themselves do.
That realization?
It changed the entire trajectory of my career.
Nobody Knows You Exist
How many times have you opened Instagram and thought,
“How did this person land that job? Their work isn’t even that strong.”
Maybe you’ve looked at a campaign, a magazine cover, or a behind-the-scenes post and wondered,
“Why them? Why not me?”
I’ve asked myself those same questions.
But I already know the answer.
It’s not always about being the best photographer.
It’s about being the best-positioned photographer in your market.
And that takes something most creatives avoid like the plague—self-promotion.
Talent ≠ Demand
I see this all the time with emerging photographers and struggling professionals inside my community.
They obsess over their gear.
They agonize over Lightroom edits.
They spend years building a “perfect” portfolio.
And while they’re refining their shadows and tightening their presets,
someone else—that could be far less skilled—is already getting paid.
Why?
Because that person understood something that most creatives don’t:
Clients don’t hire the most talented. They hire the most visible and best positioned.
That’s the painful truth.
If nobody knows you exist, your talent doesn’t matter.
Your Brand Is Your Leverage
Here’s where it gets even more uncomfortable.
Your personal brand matters more than your technical skills.
Especially if you want consistent, reliable, high-quality work.
Let that sit with you for a second.
Because I’ve seen photographers with jaw-dropping work disappear into obscurity.
And I’ve seen shooters who aren’t technically brilliant build six-figure businesses simply because their brand made people remember them.
What do I mean by “brand”?
Your vibe.
Your tone.
Your story.
Your point of view.
The impression you leave—online and offline.
Your brand is what makes someone say,
“That’s the photographer I want to work with.”
»» See my full portfolio at SteveCarty.com ««
Ask Yourself the Hard Questions
Let’s test this real quick.
Answer these honestly:
Do clients know what you stand for?
Can someone describe your style in one sentence?
Would they remember you a week after seeing your work?
Is your content showing up where your dream clients spend time?
If your answer to any of these is “no” or “not sure”…
That’s exactly why you’re not getting consistent work.
Because clients don’t buy your technical skills.
They buy your ability to communicate a clear, confident message—visually and verbally.
Stop Being the Best Kept Secret
You can be the most gifted photographer in your city.
But if you’re hiding behind your camera, waiting for someone to “discover” you,
you’ll be waiting a long time.
This is not a talent game.
It’s a visibility game.
It’s a trust game.
And it’s a positioning game.
Here’s the shift you need to make:
Stop hiding behind your portfolio.
Your work doesn’t speak for itself. You speak for your work.
Start showing up where it matters.
That means optimizing your site so it’s industry standard, posting strategically, and talking directly to your dream client.
Craft a brand that actually makes you memorable.
Your face, your voice, your message. It needs to live in people’s heads.
Real Talk From the Other Side
I’ve worked with some of the biggest brands in the world.
Not because I was the most talented shooter out there.
But because I learned how to build a brand that spoke to the right people.
That’s what I teach now.
Inside The Carty Method, I show photographers how to go from invisible to unforgettable—by packaging their talent in a way the market actually responds to.
It’s not just about better pictures.
It’s about better positioning.
And that starts with showing up, saying the thing, and building a brand that gets remembered.
Your Next Step
If you felt something in your chest while reading this—good.
That’s awareness.
Now use it.
If you're tired of watching average work get rewarded while yours gets ignored…
If you’re done being invisible…
And if you’re ready to learn how to build a business that matches your skillset…
👉🏾 Start here: thecartymethod.com/thesystem
This is the starting point for being a pro. From a 35 year pro.
I’ll teach you how to build a brand that gets remembered and a business that gets booked.
P.S. My Accelerator is sold out. Next round starts this fall.
Get help with your photography business »»» TheCartyMethod.com
Find my work at »»» SteveCarty.com
Important message
Great read. Thank you