You’ve just finished another amazing project. Maybe it’s that collection of hand-thrown mugs where you finally perfected that earthy glaze you’ve been testing for months. Or maybe it’s the interior design work you poured your heart into, the project that perfectly captured your client’s vision. You post it to your website, share it on social media, and then…
The likes trickle in, but the inquiries don’t follow.
The portfolio you spent hours curating sits quietly on your website, your work not-so-patiently waiting to be discovered. You know your work is good—great, even—so why isn’t it connecting with the right people?
If you’re feeling this way, I want you to know something important: it’s not your fault (or your skill), and you’re certainly not the only one.
For years, creative business owners have been taught to let their work speak for itself. Many art schools still encourage portfolio-focused websites. Traditional wisdom says that if you create exceptional work, clients will naturally follow. And there was a time when that was true—when galleries were the gatekeepers and agents did the talking for creative business owners.
Today’s creative world looks completely different. Instead of gallery walls, we have Instagram feeds. Instead of relying on agents, we’re expected to tell our own stories.
The reality is, today’s clients want more than just beautiful work – they want to connect with the creative minds behind it. But most of us were never taught how to share our story in a way that feels authentic and true to our art.
As a brand photographer who has worked with countless makers, artists, and creative business owners, I’ve noticed this common thread that holds so many talented individuals back: the belief that their work should speak for itself.
I know this mindset well because I lived it for years.
The Traditional Creative’s Dilemma
Like many photographers, makers and artists, I used to believe that simply posting my latest project would have clients rushing to work with me. My website was the typical creative portfolio—beautiful images, an about page tucked away in the corner, and a contact form.
Sound familiar?
But let’s be honest – just showing your work isn’t enough anymore.
Why the “Let My Art Speak for Itself” Approach No Longer Works For Creative Business Owners
The old way might work for artists represented by agents. But for independent creatives like us, we need a different approach.
Today’s clients aren’t just investing in your work—they’re investing in you.
Want to know something fascinating?
Even Picasso understood this truth. In fact, Art Basel Magazine’s Sue Hostetler shared that Picasso was one of the first artists to think bigger than just his art (you can check out Allen Adamson’s full interview here).
He knew that being a talented painter wasn’t enough – he had to share his story to stand out. (He even became known by just one name way before Madonna, Sting, or Cher!)
If Picasso knew he needed both amazing work AND a compelling story to succeed, we’re in good company when we step out from behind our work too.
Consider these shifts:
- Buyers and clients want to know the person behind creative work– they’re curious about you
- There are more creators out there than ever before
- Everyone’s finding new artists through Instagram and TikTok now, not just galleries or brick-and-mortar shops
- Before someone buys, they want to know your story, your process, and why you make what you make
The good news is, there’s a better way to share your work without feeling awkward, pushy, or uncomfortable.
The Fear of Being Seen
I get it. Showing up can feel scary. You’re not alone in feeling nervous about putting yourself out there.
Just last week, I was coaching a client who literally jumped back in her chair when I suggested she post a photo of herself. I see this all the time – we love sharing our work, but the thought of stepping in front of the camera? That’s a whole different story.
I used to feel the exact same way. But I’ve learned something important: staying hidden behind your work might be keeping you comfortable, but it’s also keeping your dream clients from finding you.
5 Simple Steps To Step Into The Spotlight Today
I know making changes can feel overwhelming, so let’s start with some small steps that can make a big difference:
- Start small – Share one “behind the scenes” photo of your workspace. No face required (yet)! Whether it’s your calligraphy desk set up with fresh ink or your favorite spot for client coaching calls, just give people a peek into your creative world.
- Tell the story of one project – Next time you share your work, post about what inspired it. Maybe it’s how you sourced the perfect local ingredients for your beard care line or how you helped a busy family finally love their kitchen workflow. People love hearing these little details.
- Share your creative process – Take a quick photo or video of your work in progress. It could be your workshop setup before starting a custom table or your treatment room prepped for a client’s facial.
- Connect through comments – When someone asks about your work, share a bit about yourself in your response, not just the technical details.
- Create a simple routine – Pick one day a week to share something about your creative journey. Maybe it’s “Studio Sunday” or “Process Thursday” – whatever feels doable.
Remember, you don’t have to do everything at once. Pick just one of these steps and start there – you might be surprised at how natural it begins to feel.
Pro tip: Set up your phone to capture process videos while you work – it takes the same amount of time but gives you weeks of content! Even a simple time-lapse of your workspace setup can show followers the care you put into each project.
Ready to Go Deeper Creative Business Owner?
If you’re ready to stop hiding behind your portfolio and create a genuine connection with your ideal clients, I’d love to help.
My mini course “Visual Storytelling for Creatives” gives you the exact framework you need to share your story authentically and attract right-fit clients even if you aren’t ready to hire a brand photographer.
I created this course because I see too many talented creative business owners are stuck between two worlds. The old way that tells us to hide behind our work and the new reality that asks us to share our journey and connect with our audience. Trust me, I know it feels intimidating. At first, most of my clients worry about putting themselves out there. But staying hidden means your dream clients can’t find you.
In this mini-course, you’ll learn:
- Exactly what content to share (no more confusion!)
- How to tell your story naturally
- Simple ways to show up authentically and consistently
- What to do with the content you already have
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