I dated a professional photographer for a while.

Yes, she knew an assload about lighting, composition, etc.

But her primary skill was marketing herself. Next most important was the editing. Lightroom and such.

You would be surprised how easy it is to take an awesome photo. But you can't just deliver an awesome photo to your clients when you're a pro, you have to deliver photos that look like what they want to remember, not necessarily what the camera captured