When you ask how to attract more customers to your photography business, the common answer is to stand out from the competition. But of course, this is easier said than done.
Most photographers use similar cameras, lenses, software, lighting equipment, and computers, and many are capable of producing images of comparable quality. So, how can you truly be different?
In the era of film photography, standing out was a bit easier. Back then, being different may have meant having the skill to track fast-moving subjects with follow-focus, knowing how to use flash/colour meters to accomplish great lighting techniques, having darkroom experience to make custom prints, using a large-format camera, or developing a unique photographic style.
But digital technology has changed all of that. With countless photographers relying on autofocus, auto-exposure, auto-flash, instant LCD reviews, and Photoshop, anyone can take technically flawless photos without much effort.
To differentiate yourself today, one option is to develop a signature style, whether through lighting, post-processing techniques, or a unique approach to your subject matter. However, in today’s hyper-connected world, once something becomes popular, it’s quickly copied by others.
Being different isn’t just about visible or technical aspects anymore. It’s about the values you bring to your business. In other words, a photographer today must understand the client’s business, or at least their specific needs when it comes to photography. It’s no longer enough to simply show up and take pretty pictures; almost any photographer can do that.
Be More Than A Picture-Taker
To truly stand out, a photographer needs to create images that serve a clear purpose — images that provide the client with a business advantage.
A different photographer speaks the language of business, not photography jargon. They understand that the client needs photos that will help them earn money, not just spend it.
A different photographer brings their own ideas to the table, backed by solid reasoning for why those ideas will work. This means understanding what kind of photography the client (and even their competitors) are currently using, and knowing how to make that photography more effective.
Ultimately, a different photographer who adds value isn’t just offering a service, they embody that value. And that’s something no other photographer can replicate.
This approach isn’t easy, but it’s what can make you different.
