John Liot
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John Liot is an award-winning freelance photographer, Photoshop addict and writer. From portraits of Dawn French and Sandy Powell OBE, to cheeseburgers and dogs, travel and macro, John's portfolio exemplifies the 'variety is the spice of life' mentality. The subject is always a changing landscape, where variation and experimentation is the goal. The joy of creation is the constant; the aspect that drives, motivates and excites.
“You need to have cash you can put towards promotion and marketing otherwise the area you work in will quickly forget you."
Tell us about your path to setting up your business and what motivated you?
I found myself living in Sunderland after I unceremoniously opted out of continuing my University degree in Magazine Journalism in 2009. Literally the day after I made this significant decision, I picked up a camera I'd bought for my course and began taking pictures as something to do. From there everything has snowballed. I found a love for creating pictures, for getting out into new areas, for meeting interesting people, for every aspect of what being a photographer is. Several years later I decided to have another go at higher education and found myself in the esteemed school of art at Falmouth University. I spent an amazing three years there learning more about the business side of photography, whilst also honing my practical and theoretical understanding. In 2015 I returned to Jersey to hit the ground running and establish myself as an affordable and exciting freelance photographer within the Channel Islands. I was motivated by the euphoria I get from creating images - the idea that I could be self-sufficient through this type of work felt like a dream worth chasing.
How do you work and what is a typical day like for you?
There isn't a 'typical day' for me to be honest. I learnt long ago that there's always something for me to be doing within this industry; just because you're not shooting every day doesn't mean you're not working hard as a photographer. I'm usually in meetings with clients, redesigning my website, researching new techniques to play with, finding new stories to tell, a whole bunch of stuff! I've found myself much more confident and comfortable meeting face-to-face with prospective clients and subjects, so I like to avoid spending too much time on my computer now so I can do some roadwork instead; get people talking, gears in motion, projects taking shape.
What are the best parts about your business?
I've recently stepped back from relying on photography as my sole income. Now that I have more freedom to play with creation again I've found a rejuvenated sense of purpose within this industry. My versatility and competence within photography meant I'd take on any job that was available because I couldn't afford not to. However, now that I've taken back control of the work I want to do I've found myself much happier. I'm much more selective in my work now, picking the right clients and the right projects means I get to give the best version of myself to those I work with and progress my career in a much more meaningful direction. So, to answer the question, the best part of my business is now making sure that I'm the right person for a project, and when a client works with me they're getting a bespoke service I'm 100% confident they'll be over the moon with. That satisfaction for all involved is an amazing feeling.
What has been your greatest struggle as a business owner so far?
Navigating the landscape of freelance photography is a nightmare. The adage 'it's who you know, not what you know' couldn't ring more true here. I spent my initial years back in Jersey somewhat secluded from the creative industry. I had a little hub of clients I'd regularly work with, but that circle only got smaller, never wider. I had to understand how creating work as a freelancer actually exists when you're not part of an agency that can feed you work. In 2017 I had my worst patch of work and went almost two months without a significant payday. That period affected myself and those close to me in a way that was difficult to deal with. I made the decision after that period that I would either end up doing a cut-rate version of what I wanted my photography to be just to survive, OR I'd take a sidestep and approach the creative industry from a better vantage point. That's where I'm at now. I have less time for shoots during the week now, but the work that I'm doing has much more purpose and significance. My clients have shown they're happy to extend shoot dates if it means they get to work with me, and that's the value I was always seeking.
Do you have any advice for other small business owners?
Money matters. As shallow as it may seem, you can't run a business on good intentions and the well-wishes of others. Good ideas don't generate income straight away, and it can take months to get paid for good jobs, so relying on paycheck to paycheck isn't a smart way to go. In this industry, even if you've not got a studio or many overheads, you need to exist within a certain level of comfort with money or you'll be swimming against the tide, going backwards faster than you're going forwards. You don't need thousands upon thousands of pounds, but taking the time to make sure you've got the money to truly put your best foot forwards is a mature move to make. Spend money to make money. You need to have cash you can put towards promotion and marketing otherwise the area you work in will quickly forget you.
What currently inspires you?
I'm inspired so much by athletes and creatives in Jersey. I spent a significant amount of time looking outside of our island to see amazing work, ignorant to how much incredible talent existed within close proximity. There are photographers here creating world-class work, and likewise we have such an insanely deep talent pool of athletes succeeding far beyond what is expected of them. I love sport and working with athletes, those who struggle physically and mentally for what they love, is something that resonates strongly with me. I want to use my work to shine a light on the spectacular men and women of all ages and backgrounds doing great things in and for our island.
You can contact and find me here
