For Customers

More Is More

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In almost all occupations, the person with more experience or more expertise gets paid more. No surprise, right?

But the big surprise for many people is that this also applies to photographers.

Photographers with more experience and/or more expertise cost more than those without the same level of experience or expertise.

If one photographer charges $95 for a business portrait and another charges $600, there’s a reason why. If one photographer quotes $450 for some corporate photography and another quotes $1600, there’s a reason why.

The customer has to decide how important an experienced photographer is to their project. If a customer doesn’t care about the outcome of their project or the pictures aren’t that important, then hiring the cheapest photographer is the best option.

But when a customer needs to trust the photographer to produce pictures with a high level of quality and service because the photos are important to their project, then hiring an experienced photographer is the only option.

It’s not what you pay, it’s what you get that’s important.

 

Invisible Property

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For computer-savvy people, “IP” is their computer’s Internet Protocol address. For lawyerly types, IP refers to intellectual property. But to the average person, IP means invisible property – something that’s free for the taking because they think it doesn’t really exist.

Since the year 2000, April 26 has been World Intellectual Property Day. This annual event was created by the World Intellectual Property Organization (WIPO) to raise awareness of intellectual property and how it can spur creativity and innovation.

Some people think that only silly or greedy photographers care about copyright. But we live in an information age and information is worth money. Ask Google.

Photographers, writers, painters, musicians, songwriters, designers, illustrators, filmmakers, software companies, performers, and any business that creates almost anything, all use copyright to help earn a living.

Privacy, for example, is intangible and invisible yet everyone knows its importance and value. Copyright is also intangible and invisible and it also has importance and value.

Copyright and other forms of intellectual property are a valuable business asset. There’s no reason why a photographer or any other business or individual should give it away for free.

Without copyright ownership, photographs have only sentimental value.

– author unknown

 

Dump and Run Photography

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A photographer might shoot an event and immediately transfer the digital files to a USB stick or CD. They will then hand that stick or disc to the customer. This is called a “dump and run” or a “shoot and burn.”

A dump and run means the photographer has left the job unfinished and the customer has to complete the work themselves. This photographer is either unwilling or unable to do the necessary editing and post-processing.

If a photographer offers a dump and run then you should do the same. Dump the photographer and run away. You shouldn’t be expected to finish the photographer’s work.

Would you go to Tim Hortons if they sold only packets of coffee and cups of water and expected you to make the coffee? What if your doctor handed you your test results and expected you to interpret them on your own?

A dump-and-run photographer is one who dumps their responsibility and runs away from their work. Why do business with such a photographer?

 

Photographer Shopping

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If you’re shopping for a box of Cheerios breakfast cereal, it’s possible to shop price because Cheerios is exactly the same at every store.

When shopping for shoes, you look at, touch and try on every pair that catches your eye. Shoes usually vary from store to store and shoe shopping is based on look, fit, feel and price.

How do you shop for a commercial or corporate photographer?

Every professional photographer works differently so how do you compare? You can’t see the photos before they’re made so how do you choose something before it exists?

Is the $4,000 photographer twice as good as the $2,000 photographer? Will $750 pictures work as well as $2,000 pictures?
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Unpaid Photo Internships

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Some companies offer unpaid internships to photographers. Typically the company requires the photographer to supply camera equipment, computer, and car. In return, the photographer can work up to full-time hours and get nothing in return except a credit line.

These “internships” are illegal.

From the Ontario Ministry of Labour:

The fact that you are called “an intern” does not mean that you are not an employee for purposes of the [Employment Standards Act]. Generally speaking, if you perform work for another person or a company or other organization and you are not in business for yourself, you would be considered to be an employee, and therefore entitled to [Employment Standards Act] rights such as the minimum wage. There are some exceptions, but they are very limited, and the fact that you are called an intern is not relevant.

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Pass on this pass

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With the proliferation of cameras and web sites, almost everyone is claiming to be a photographer or a journalist. Yesterday, I received an e-mail from a wedding – portrait photographer asking how he can get a Press ID card. And, he was in a hurry because he wanted to get into an event this weekend.

My answer was: Press ID cards are for people who work for the Press.

If you run any event in Canada, be aware that there is no such thing as a generic “Press card” or “Press pass”. Anyone who tries to use such a card to gain entry to your event is a fraud.

Anything that simply says “PRESS PASS”, “PRESS” or “MEDIA” is fake. A business card is not a press pass.
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Increased Earnings

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It’s said that there are three general types of media that a company can use to spread its business message:

Paid: a company buys an advertisement.
Owned: a company self-publishes on its web site, newsletter, etc.
Earned: a company gets free coverage in the news media.

Paid and owned are easy to understand and implement although most companies under-utilize their web site. In these two cases, the company controls the message but both suffer from credibility issues especially with paid media.

Paid advertising only increases brand recognition. It does nothing for brand acceptance (i.e. trust).
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