I received an email from a local photographer about my previous post. This photographer couldn’t see anything wrong with doing 70 business headshots for $1,000 (i.e., $14 per portrait). She said she “would be thrilled” to make $1,000 in one day. She said she’s been a professional photographer for ten years.
Sigh.
After a couple of e-mail exchanges, it was clear this photographer didn’t know the difference between revenue and profit. She knew nothing about overhead costs, didn’t track any of her expenses and didn’t even have an Ontario business licence. But yet she’s a “professional”.
Are you new?
Before you buy another camera bag, lens or any other gear, buy a book or two about running a small business. Also take some classes.
If you’re too cheap for any of this then go to your local library and borrow some business books. Do not get your information by skimming through various web sites, not even this web site :-) Never rely on Youtube.
A couple hundred dollars spent on your business education will earn you far more money than any new piece of equipment.
Get what you deserve
When you learn your (photo) business, you’ll know that you can often get paid what you deserve. Do you deserve $14 or $500 per business portrait? Who decides what you deserve?
You may charge $500 for a portrait but if a potential customer feels you don’t deserve it, they won’t hire you. How do potential customers feel about your photography?
Do potential customers feel that your photography is the solution to their business problems? Do they feel your photography will help their business marketing?
In business as in life, you don’t get what you deserve, you get what you negotiate.
– Chester L. Karrass
You start “negotiating” with potential customers the moment they visit your web site. You do this by playing your strong card – you!
Too many photographer web sites are heavy on pictures and light on text when it should be the opposite. Pretty photos are nice but you must also literally state your qualifications and abilities. Customers aren’t hiring your pictures, they’re hiring you.
How many years of experience? How did you get this experience? What exactly do you shoot? How do you know what the customer wants or needs? How are you empathetic to the customer? Do you try to reassure the customer? Any customer testimonials?
By stating your skills and experience, you leave little room for any doubts. You have to make it very clear that you are the answer to your customers’ photography problems. Most customers can’t decipher this just by looking at your photos.
You have to persuade potential customers that you are the photographer they need. Once they need you, price (hopefully) becomes less important to them.
