In the latest episode of The Dream Biz Podcast, I sat down with photographer and videographer Craig Peterman to talk about something every creative entrepreneur grapples with—how to market your business without burning out. With over 500 weddings under his belt, Craig has built a sustainable business by rejecting cookie-cutter strategies and leaning into what makes him unique. In this conversation, he shares refreshing and actionable insights on marketing for photographers, building organic visibility, pricing confidently, and growing without the hustle.
From High School Hobby to Full-Time Creative Career
Craig’s journey into photography began in high school, like many creatives. What started as a passion quickly snowballed into a full-time business that has lasted over a decade. Today, Craig specializes in weddings, offering both photography and videography services—a combo that many in the industry told him wasn’t possible.
Instead of following traditional industry “rules,” Craig built a business model that allowed him to combine both art forms. “People told me I couldn’t do photo and video at the same time,” he said. “But that just motivated me more.”
His success is proof that you can grow a profitable creative business by breaking the rules and crafting offers that reflect your strengths.
Burnout-Proof Marketing for Creatives
Marketing burnout is a real threat for creative entrepreneurs, especially in saturated industries like photography and videography. From social media to email marketing, networking, and SEO—it can feel like you have to be everywhere, all the time.
Craig’s approach? Stop copying what everyone else is doing.
“What burns me out is seeing another photographer’s post do well and feeling like I have to do the same thing,” Craig explained. Instead of falling into imposter syndrome, Craig encourages creatives to tune into their own instincts and create marketing content that’s aligned with their unique voice and style.
If you’re wondering how to avoid burnout in your creative business, Craig’s advice is clear: be yourself and do what works for you—not what works for everyone else.
Efficient Marketing Strategies That Actually Work
Efficiency is key to marketing sustainably. Craig shared a few of his favorite time-saving, low-cost marketing strategies:
- Facebook Groups: Posting in local wedding-specific Facebook groups is one of Craig’s top ways to find new clients organically. “It’s free, and while you may not get 50 bookings, you might get five—and that’s a big win.”
- Vendor Referrals: Building genuine relationships with other wedding vendors has been a game-changer. “Anytime a client asks for referrals, I have a list ready,” Craig said. These referrals often lead to high-conversion bookings because they come from trusted sources.
- In-Person Networking: Attending industry events and conferences like WIPA or Dougie in Las Vegas has helped Craig build real connections that translate into business.
These organic marketing methods for photographers don’t require a massive ad budget—just intention and consistency.
Pricing with Confidence (Without Chasing Luxury)
In a world obsessed with scaling to the luxury market, Craig offers a refreshing take. “My dream clients are middle-of-the-road clients. I’m not trying to push super hard into the luxury space—it’s not sustainable for me,” he said.
Instead, Craig prices himself based on the fact that photography and videography are his full-time jobs. “I price myself like I do this for a living—because I do.”
His advice for creative entrepreneurs who struggle with pricing?
- Know your market: Do research to understand what fair pricing looks like in your area.
- Price fairly and sustainably: Don’t undercharge just to book clients or overcharge in hopes of looking premium.
- Adjust as you grow: “Every time I raise my prices, I’m terrified,” Craig admitted. “But it always works out.”
This mindset helps creatives make more money without chasing unsustainable price points or working with misaligned clients.
Attracting Dream Clients Organically
For Craig, attracting ideal clients isn’t about flashy ads or curated Instagram grids—it’s about being real and transparent.
His best practices for organic lead generation include:
- Clear, upfront communication about services and pricing
- Friendly, timely responses
- Focus on the client experience, not just the final product
“Clients don’t always know the difference between an art photographer and a regular one,” Craig explained. “But they’ll remember how you made them feel.” That emotional connection becomes a differentiator—and helps build referrals.
Storytelling That Connects and Converts
As a photographer and videographer, Craig sees storytelling as essential. But instead of chasing trends, he tells stories that matter to him and his clients. “When you market in a way that’s meaningful to you, it resonates more deeply with the people who are watching,” he said.
Whether you’re posting a behind-the-scenes moment or sharing the emotional story behind a wedding day, storytelling in your marketing helps build trust and connection. It allows potential clients to see your values and connect with the heart of your work.
What Really Fuels Sustainable Business Growth?
After years of success, Craig attributes his long-term growth to one thing: client experience.
“The client experience almost matters more than the final product,” he shared. “They’re trusting you with a lot of money for something they’ve never done before. It’s your job to walk them through it.”
From clear communication and fast replies to kindness and consistency, Craig’s business has grown because people love working with him—and they tell their friends.
He also emphasized fair pricing as a major growth factor. “People tell me all the time, ‘Your price was the tipping point.’” When you offer value and quality at a fair price, you attract clients who are ready to book.
Be Bold, Be Different
To close the episode, I asked Craig what advice he’d give to creatives feeling overwhelmed by marketing. His answer?
“Try new things. Push the industry forward. Don’t be afraid to fail. Just do something different.”
When you build your business around who you are and what matters to you, you’ll attract aligned clients, market sustainably, and avoid the burnout spiral.
Connect with Craig Peterman
Want to see more of Craig’s work or connect with him? You can find him at:
🌐 petermanphotovideo.com
📱 @petermanphotoandvideo
Want to listen to more podcast episodes? Check them out here!
