The business side of photography
It’s common practice for news photographers and editorial photographers to pitch photo ideas to newspapers and magazines. In fact, many publications expect this.
A smart commercial photographer or corporate photographer could do the same thing with clients with whom they already have a working relationship. But in this case, just pitching an idea isn’t good enough. The photographer must also sell the reason for the proposed photo coverage and the benefits of that coverage.
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First basic rule of business: cash in must exceed cash out.
Revenue from assignment – cost of assignment = gross profit
Gross profit – overhead expenses = net profit (before taxes)
Revenue from assignment is what the client pays you, not including taxes.
Cost of assignment is expenses incurred to do the assignment.
Overhead expenses are expenses that have to be paid whether or not you have an assignment. For example: camera gear, computers, software, car, insurances, utilities, cell phone, rent, etc.
Net profit: if there’s any money here, remember that you still have to pay income tax plus all your normal living expenses.
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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.
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Today, I received a “Dear Photographer” e-mail which proclaimed that I’m being considered for “free” inclusion in the next edition of a prestigious “Who’s Who” book. Supposedly, I’m one of the top, most distinguished photographers in North America. Being included in this book will mark my high level of achievement.
Yeah, right.
For fun, I visited this company’s web site:
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Photography may be how you make money but photography is not your job.
Your job as a professional photographer is to make the world know you exist. Well okay, maybe not the entire world but at least your little corner of it.
Your job is to attract attention and get people to trust you. People only do business with someone they know or trust.
Your job is to help customers achieve what their goals. Retail customers usually want the photographer to create good memories for them but not necessarily accurate memories. Business and corporate customers want the photographer to help their company get favourable attention.
Your job is to understand the customer and offer better solutions.
Some jobs are difficult. Thank goodness photography isn’t one of them. :-)
When a business hires a photographer, it’s not just about purchasing images; it’s about gaining value from those images. Companies don’t invest in photography for the sake of having pictures; they use it as a tool to gain a competitive advantage.
Commercial photography should be viewed as an investment in a company’s future. The right photography can build trust, enhance a brand’s image, and attract customer attention. If the photography helps a business achieve its goals, the cost of that photography becomes only a secondary consideration.
It’s not about what the photography costs; it’s about what it earns for the business.
Customers are more likely to buy from businesses they trust, and quality, authentic photography plays a key role in building that trust. The right imagery can make a company appear more approachable. Effective photography can lend power and credibility to a brand’s message.
When choosing a photographer, it’s not about finding the lowest price, it’s about seeking the highest value: the value the photography brings and the value the photographer provides.
While most professional photographers understand this, the challenge is helping clients recognize the true worth of the investment.
Just a personal review of some photo books I made using Toronto-based Pikto. The two books, which were used as Christmas gifts, turned out quite well. The hardcover books were 8-1/2″ x 11″ format with leatherette covers, debossed text on the cover, 170-gsm glossy paper and no vellum leafs, (more on these options later).
Many years ago, I used Shutterfly and was happy with the results. Over the past several years, Shutterfly has greatly expanded its options but I have no experience with these newer offerings. Shutterfly, like many other USA-based online book printers, often have sales and it might be worthwhile to wait for a discount.
Pikto seems to be about 20% more expensive than other online book printers, although there are book printers that are even more expensive. The overall quality of my Pikto books is much better than my Shutterfly books.
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