Here is my 2c
Most of it is being honest to yourself and honest to your client.
Now, to start, you need to advertise. Best place to advertise is anywhere that is free. Advertising is always very expensive if it doesn't produce results.
Secondly, love your work and treat it more like a passion than a job. If photography is just purely out there to make money, you will probably end up burned from overworked if you market yourself too low or bored because there isn't much job to do.
With photography, first, you need to be consistent. Once you achieve consistency, you need to always improve it, if you want to stay competitive.
Last but not least, understand which area you want to specialise in or stay general and do many areas. Each has good and bad points.
One thing for sure is never treat photography as $$$ making otherwise, all the fun is gone and it won't last very long. $$$ is not always the motivation factor.
Good luck with your venture.
Regards,
Hart