For me it was quite simple, as I marketed myself to the same clients that have kept me in business for 20+ years (I am a fine and rare wine merchant) and it has been good. These are people who love life, collect, spend, decorate, Wall Street guys, professionals, so it seemed the logical solution for me. At least it pays for the gear, film and it even leaves a couple of extra bucks...and I don't have to shoot digital, unless I am doing the very occasional gig that requires it. Would still love to ditch the day job though, as photography beats the heck out of sitting at my desk in front of this damn thing