The business of photography and retouching
Customers say the darndest things:
None of the photographers we hired last year knew what we wanted.
None of the other photographers knew how to take pictures we like.
We’ve had such a hard time finding a photographer who knows the right price.
I know this is what we asked for, but it isn’t what we want.
If our budget changes, we may not be able to pay you.
We need a portrait of our CEO done this afternoon and we’re willing to pay $75.
Some photographers charge more, other photographers charge less, and some photographers undercharge and effectively work for nothing. But I’ve never heard of a photographer who overcharges or gouges customers.
A fellow corporate photographer recently wondered what he should tell potential clients who point out that another photographer charges much less than he does. Perhaps this might help:
Photographers are not economic magicians. When a photographer charges less, it means the customer is getting less. There’s no way around it. Maybe it’s less quality, maybe less service, maybe less experience. But it’s always less. The customer has to decide if they’re willing to settle for less.
If the pictures are not important then it might be okay to take a chance with low-priced photography. But smart companies know to always avoid risk because cheap can sometimes be too expensive.
My photography business doesn’t settle for less, (which is why I buy only premium cameras, lenses, computers, software, etc.), and I refuse to offer less because my customers are important.
I want my customers to succeed in their business marketing and I want my pictures to play a part in that success. I don’t cut corners and give customers less because that would only undermine their business goals.
Professional photo shoots can be more complex than clients expect. After seeing multiple equipment cases wheeled into their office and a slew of lights set up, it’s not uncommon for clients to say, “Wow, all this for just one picture?” or “I didn’t think this was a Hollywood movie!”
Some photography can be done with minimal gear in small spaces. But other projects may demand extensive lighting setups which require more time and space.
When a client insists, “It’s just a couple of pictures, it shouldn’t take more than a few minutes,” photographers often smile in knowing recognition.
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This is a ridiculously long rant about this year’s Toronto International Film Festival. If you don’t cover the film festival or are not involved with it, then save yourself some time and skip this post.
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The 38th annual Toronto Film Festival recently ended. It’s the one event that all Toronto news photographers look forward to covering. Yes that was sarcasm.
Being the 38th edition, one might guess that the organizers might be, uh, organized and know what they’re doing. Sadly that guess would be wrong.
What do photographers need to do their job? They need to know who, what, where and when. Guess what information wasn’t given out?
Upon check-in, each photographer was given a bag of stuff, all of which was rather useless except for a pizza coupon :-). The bag contained no information that a news photographer needed.
Sigh.
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Best reasons for choosing an experienced photographer:
1. Has both creative and technical skills.
2. Has professional editing skills.
3. Reliable, consistent and efficient.
4. Insured.
5. Grace under pressure.
6. Always has backup equipment, just in case.
7. Can offer advice to help make pictures more successful.
8. Knows photo reproduction requirements and how editors select photos.
9. Understands copyright law and knows that proper licensing is always required.
10. Knows when releases and permits may be needed.
Best reasons for choosing a cheap photographer:
1. Low price.
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When you get a haircut, do you choose the cheapest hairstylist? Probably not. Why? The risk that the lowest priced haircut might make you look bad.
When you shop for clothes, do you buy the cheapest? Probably not. Why? The risk that the lowest priced clothes might not be as well made or they might make you look bad.
When deciding on a restaurant, do you choose the cheapest? Probably not. Why? The risk that the lowest priced food might make you feel bad.
So why do some customers choose the cheapest photographer when similar risks apply? Cheap pictures might not be as well made and they might make you look bad.
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There are many photography web sites that offer advice on “how to”.
How to photograph portraits, how to photograph children, how to take pictures of pets, how to shoot sports, how to take pictures at night, how to use a wide angle lens, how to take pictures with a flash, how to take pictures without a flash, how to . . . ad nauseam.
But there are few sites that talk about “why”.
Why photograph portraits, why photograph children, why shoot sports, why use a wide angle, why use a flash, . . . ?
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