200 ☼ 5 things I’ve learned from writing this newsletter 200 times

GIVEAWAY + Should you start a newsletter? Here’s my honest answer.

Dear friends,

This week marks the 200th issue of Process, which is hard to believe until I scroll back and see every typo I've made along the way.

Inside this issue:

• Five lessons from 200 weeks of writing

• Does everyone need to start a newsletter?

• A quick look at how my 2025 goals are coming along

• A Giveaway + Anniversary discount code for my shop

• Testing Lomography’s Petzval 80.5 f/1.9 MKII Bokeh Control Art Lens

Speaking of that last one, all the images in this issue are from a test shoot I did using this beautiful and strange lens. My thoughts on the lens at the end.

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What Publishing 200 Issues Taught Me

Process was the first photography newsletter on Substack, and somehow it’s still wild to me that this is the 200th issue. It feels like I’ve been doing this forever, and also like there’s no way we’re already at 200. Wasn’t issue 100 just six months ago?

To celebrate this milestone, I want to share five things I've learned from writing and publishing this newsletter. Lessons about creativity and habits and connection.

Perzia at Studio Perzia, shot with the Petzval

Lesson 1 — If you’re not excited to do it for free, it’s probably not the right format for you

There’s a lot of hype around newsletters lately. As social media continues to get worse, more people are turning to email as a way to connect. That’s great. But if you’re only doing it because “someone said you should,” my recommendation is: think twice.

Writing Process every week is one of the most meaningful things I do, but it’s also a ton of work. If I didn’t love the process of making Process (lol), including the actual writing and thinking through strategies and topics, I would’ve burned out somewhere around issue 18. It’s just about the slowest and most labor intensive way to build an audience, so don’t let it be about that exclusively.

There is a reason why you see so many newsletters start with lots of spirit only to quietly disappear after the first few months, when the realization hits that writing a newsletter is so much work and it’s nothing like taking photos.

Perzia at Studio Perzia, shot on the Petzval

Lesson 2 — Writing is its own art form, and you get better by doing it more

I didn’t start Process because I thought I was a great writer. I had done some writing here and there for magazines like Billboard, Fast Company, and others, but I was in no way a confident professional about it. And I’m still a photographer first and foremost.

I started writing Process because I had something I wanted to share and I didn’t want to do it through social media only. Writing helped me think more clearly and gave shape to the questions I was already carrying with me.

Some issues come easily and take only a few hours. Others are like pulling teeth with pliers made of jell-o. But sitting down to write every week has taught me that the only way to get it done is to do it. That sounds so silly, but it’s true. It helps if you have something to say that you feel strongly about or if you think it might help someone.

Lesson 3 — The real magic happens when you get in the same room

Last year, hundreds of you came out for photo walks in Amsterdam, Paris, Antwerp, London, and Berlin. We met strangers, made photos, and laughed over drinks until late at night.

There’s just no substitute for being together in person. That’s why I’m prioritizing more gatherings in 2025, Amsterdam is up first (today!), then Paris (Nov 16, save the date), London, Berlin, and more. Photography can be a lonely practice. But it doesn’t have to be.

Perzia at Studio Perzia

Lesson 4 — Creativity without community can burn you out

None of my favorite messages from readers are about gear or technique. They’re personal notes about how Process and the reader community led to new friendships and made people feel less alone in their passion. Or how it helped someone make their first zine after reading the step-by-step diary I kept for my books. Or just get out of a rut and feel more confident. I have been moved to tears by some notes!

That’s the kind of feedback that keeps me going. Not because it’s praise, but because it means this thing we’re building together is actually useful. That it matters. This is what gets me over the hump when I am tired or uninspired or late with an issue.

Lesson 5 — Publishing publicly helps you reflect more honestly

This newsletter isn’t just for you, it’s very much also for me. Having a weekly deadline helps me stick to my own goals and work through questions I might otherwise avoid.

When the audience was small, this could be especially hard. I'd spend hours (let’s be real, DAYS) on an issue that only a few hundred people read. But consistency builds trust and brought more people over. And over time, it builds clarity too for myself.

So if you’re thinking about starting your own newsletter, here’s my unfiltered take: Only do it if you’re excited by the process itself. Don’t do it if you think it’s an easy way to “gain followers” (it’s not), or if you hate writing (which is fair), or if you think it will make you famous (lol, it def won’t). Do it because you can’t not do it.

That’s been true for me since the start. And I hope it stays true for the next 200.

Perzia at Studio Perzia

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Halfway There — 2025 Goals Check-In

We’re half-way through the year (already?!) so it’s time to check in on my 2025 goals for Process and my photography.

1. Publish Process Workbook Volumes Three and Four — Volume Three is nearly done and will be released in the next few weeks! Volume Four come in December!

2. Expand the Process Photo Club + More Photo Walks — First photo walk of the year is happening in Amsterdam today and was sold out way in advance. Workshops and toolkits are in development for the fall. A Photographer’s Toolkit with my personal templates coming later this summer.

3. Make More Videos — I’ve caught the video bug this year, and I’m really proud of what we’ve made so far. Like this one about organizing my photo archive, see below:

wesley

A post shared by @wesley

There was also a fantastic behind-the-scenes video from The Best Medicine shoot, shot and edited by Alain Galje. Check it out here. And I co-starred in a short film called Londry, by director Joseph Frank. It will be screened at today’s photo walk and was such a pleasure to be part of. I made another video this week, out soon!

4. Get My Business Together (Like, Really Together) — All major documents and systems have been updated including client onboarding, invoicing, and contracts. Last week’s issue on my post-shoot workflow is another example. More will be shared soon!

5. Make More Photo Books — Released two zines already this year: The Best Medicine (grab it here!) and Creatives in/AMS Preview. The time line for NOTICE Journal, Volume Two is being reconsidered due to extended life of NJV1 with my recent exhibition.

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200th Issue Giveaway + 10% Off All Books

To celebrate the 200th issue of Process, I’ve set up a 10% discount on everything in my webshop, both physical and digital books, for one week only.

Just use the code 200CELEBRATION10 at checkout.

GIVEAWAY — If Process has meant something to you, I’d love to hear it from you in the comments. Let me know how long you’ve been reading, what you’ve enjoyed, and what you'd like more of.

One randomly selected person will receive a signed Special Edition of NOTICE Journal, Volume One (just 50 copies exist!)

Thanks for being part of this. Let’s keep going.

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Let’s keep shooting, learning, and sharing together—one messy, human step at a time.

Warmly,
Wesley

P.S. If you enjoyed this issue, I’d love for you to share it with a friend.

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📷 What I Used This Week

People often ask what I’m using and here’s this week’s setup:

Camera: Canon EOS R5 and the Petzval 80.5 f/1.9 MKII Bokeh Control Art Lens by Lomography (no second hand ones available on MPB, but grab a new one here)

My Impressions: I had the chance to use the Petzval 80.5 f/1.9 lens by Lomography, and I loved it. It renders images in a beautifully imperfect, dreamy way. We know that “cinematic” is an overused word, but in this case, it really fits. I was not surprised to learn it was used on films like Poor Things. Most reviews focus on the wild bokeh, which is cool, but what stood out to me was the way it handled skin tones and contrast. This lens has real character. It’s not a “clean” or clinical choice for polished commercial work, and that is exactly what I love about it.

Big thanks to Lomography for the loan, I miss it already. Much gratitude to Lydia for assisting me on the shoot, and Perzia for being a wonderful collaborator and model.

This issue is supported by MPB.com, which is my personal go-to for buying, selling, or trading used gear. Everything comes with a 6-month warranty.

This issue is also supported by picdrop.com, which my preferred tool for building online galleries to let my clients review, select, and download photos from shoots. Use “PROCESS” at checkout to get a free 2-month trial.

Lab: My film is processed by Carmencita Film Lab. I trust them fully for both their work and their humanity. Use code "PROCESS" for a free upgrade on your next order.

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Next Week

Next week’s issue is about Creating Your Own Industry, why waiting for permission or a perfect opportunity is a trap, and how some of the most exciting creative work happens when you build your own lane instead.

I’ll share real examples, lessons from people who’ve done it, and a few practical ways to start carving out your own space, from my personal experience.

Also, a first look at the re-design of Process’s visual identity with designer Maxwell George. Check the thumbnail this week for a small preview!

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Support Process & Elevate Your Photography

If these Sunday issues give you something—energy, motivation, a new way of seeing—you can support Process by picking up a book or joining the Process Photo Club.

• Process Workbook Volume One & Two: Creative prompts and assignments designed to get you out of your head and into action with your camera.

  • €8.99 each (free for Process Photo Club members)

• NOTICE Journal, Volume One: A fresh perspective on beauty and rebirth, shot in Amsterdam.

  • €40 (or €20 for Process Photo Club members)

📚 Order here and you help keep Process accessible to all. And remember, 10% off for the next 7 days by using the code 200CELEBRATION10 at checkout.

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🗃️ Browse the Process Archives.
📜 Read the Process Manifesto.
🚧 Currently Working On¹

1. Currently Working On / Project Updates (r = release date)

• Process Redesign — Coming next week!

• NJV1 Exhibition — Currently on display at FotoFestival Naarden

• Process Workbook, Vol. 3 — Selecting images (r: Jul)

• Creatives In/AMS — Pitching potential sponsors (r: Sept)

• NOTICE Journal, Volume Two — Developing concept

• 25 in 2025 — Preparing for September shoots (r: Nov 7)