Should you ask how your corporate or commercial photography business can win more clients, the usual answer is to be different than other photographers. Of course, this is easier said than done.
When most photographers use the same cameras, lenses, computers, software, lighting equipment, and template-based web site, and all are capable of producing the same quality images, how can you be different?
In the old film days, it was a bit easier. Back then, being different meant a photographer might have the skill to follow-focus on fast-moving objects, they knew how to use a lightmeter to accomplish great lighting techniques, they had the necessary darkroom experience to make custom prints, they used larger format cameras, or they had a unique style of photography.
But digital technology has changed much of that. With a zillion photographers using auto-focus, auto-exposure, LCD reviews and various computer software, almost anyone can make technically perfect pictures in spite of themselves.
To separate yourself from other photo businesses, you might develop a signature style of photography whether that be done, for example, with lighting or with some sort of special post-processing. But in today’s Web world, once something becomes popular, it’s instantly copied by others.
Being different is no longer about tangible or even visible issues. Instead, it’s about being different when it comes to business values. This means a photographer must understand the client’s business, or at least understand what that client needs in terms of photography. It’s no longer good enough to just show up at an assignment and make pretty pictures. Almost any photographer can do that.
A different photographer has to be able to produce pictures that work; pictures that will give the client a business advantage.
A different photographer has to talk, not in photo or computer jargon, but in the language of business. And that language says the client needs the photography to earn them money rather than cost them money.
A different photographer has to come to each assignment with their own ideas and the reasons why those ideas are worth executing. This means the photographer has to know what photography the client and even their competition are currently using, and how to make that photography more effective.
A different photographer adds value to their photography by being that value. And that’s something that can’t be copied by any other photo business.
This isn’t easy to do but it’s different.
