It's an old photographer's joke: in the middle of the photo session the client says, "Oh, it doesn't matter! You can fix XYZ in Photoshop!" To which the photographer replies: "Absolutely! It's how I make all my money."
As a professional photographer time is insanely importantly -- meaning, how well or not I manage my time directly influences how much money I make. If I charge $100 and spend 1-hour on the project, I made a great profit. If, however, I spend 15-hours on the same $100 project... well, then, there are easier ways to make a buck.
After virtually burning myself out as a wedding photographer by 2013 (I started in 2006), I knew I had to change how I worked. Weddings were costing me too much. The price tag made it initially appealing, until I realized how many hours I was actually working on each event. It was unsustainable.
I decided to go after more portrait work. It was my favorite part of the wedding day anyway, and I figured I'd have less stress, too, working outside the demands of a wedding day. So I did and it was.
Shooting families more and more I started to hear the joke above play out. I never quite gave the photographer's reply -- but I began to see how many people were afraid of their imperfections. Unconsciously I went on a mission trying to shoot my clients in such a way that would allow them to see the best parts of themselves without the idealism of perfection. I wanted to honor their quirks, personality, and flaws -- not gaussian blur them all away.
Without the backup plan of Photoshop-ing in perfection, I focused on shooting in a way that was honoring to my clients' personalities. And I developed a "let it be" attitude in my editing. I realized this is how I had always wanted to shoot, and I finally had given myself permission to be who I was as a photographer. In addition, it freed up hours of time for me from each session -- not spending it behind the computer wiping away every laugh line.
The result has been an increasing return rate for my portrait clients. I'm learning they feel safe to let me represent who they truly are as I honor that trust by creating beautiful and realistic portraits that embody their entire being, not just their best smiles. And they feel safe because they sense that I actually like them (I do!). I'm fascinated by each and every one of them and take it as a honor each time I get to help them see a bit of what their loved ones see in them: their amazingly true and beautiful self.