Is Your Business Ready For Its Close-Up?

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Why spend $0 on ad photography when you’re spending tens of thousands of dollars for a full-page newspaper ad?

Why would a national company use an amateur cellphone snapshot when its brand image at stake?

The Globe and Mail today published an ad supplement about franchising. The online version isn’t quite the same as the print version but it does have many of the same photos. The back cover of the print version has a full-page ad for a large pet care company. The amateur point-and-shoot photo missed the purpose of the business. It also missed everything needed in good photography.
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Professional Value

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Two days ago, the Victoria News, in British Columbia, published this:

The page was taken down the next day, just minutes after news radio station CKNW asked the newspaper for comment.

It’s bad enough to lay off news photographers, which many newspapers are doing these days. In fact, the Victoria News laid off its very experienced staff photographer last year. But it’s sheer stupidity when a large, international, for-profit company asks people to work for free.
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Anybody For Nothing

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The 1969 American cult film Putney Swope, a satire about the advertising world, corporate corruption, politics and more, has horrible acting and lots of great quotes. It also has this scene which has been posted on many photography sites:

I can get anybody for nothing.

The running gag in the film is that the commercial photographer appears at inopportune times always showing his portfolio but not getting any work.

A satire is something that pokes fun at a vice, foolishness or human folly. Feel free to interpret what the photographer represents.

 

Go Pro

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A corporate client in Toronto recently said that they’ve always used amateur photos taken by their employees and cheap stock pictures for their annual report. But this year, the company wanted something better so they hired a professional photographer (me).

The annual report designer told the client that a professional photographer isn’t just about better quality equipment. It’s also about the fact that “a professional photographer knows what to shoot. They see things that you don’t even think about.”

The company’s 2014 annual report isn’t finished yet but the client is “extremely happy with the pictures” and “can’t wait to get them published.”

This post isn’t about me bragging about my photography. It’s about the *proven* fact that professional photos are more effective than amateur pictures when it comes to earning reader attention and communicating a message.
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Industrial Workwear for Photographers

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Most corporate photographers and editorial photographers will, sooner or later, have to shoot in a factory or on a construction site. This means you have to wear safety gear.

I’ve photographed in factories and construction sites for many years. I did two jobs today, one at an aerospace manufacturer and the other at a hospital construction site. Here are a few suggestions to photographers who will be shooting in similar situations.

Safety Boots

They may look fashionable but do not buy safety shoes. Get 6″ or 8″ safety *boots*. Safety shoes may be allowed in some factories and warehouses but they’re not permitted on construction sites.

Safety boots must have the CSA green triangle patch which confirms that the footwear has a Grade 1 protective toe and a puncture-proof sole. It helps to also have electrical shock resistance.
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A Matter of Inches

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The more you use Photoshop, the more you find little issues with the software. For example, Photoshop lets you set the default unit of measurement for almost everything:

Almost everything.
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Business Policies for Photographers

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It’s important for every professional photographer to have a written set of guidelines to help define how they run their business. The American Society of Media Photographers (ASMP) has a blog post with a suggested list of policies.

Policies should be guidelines for your business and not carved-in-stone rules. We’ve all run into companies that hide behind policies that don’t always reflect the situation at hand. Your policies should help customers into your photography business and not push them away.

A company’s policies should also be reasonable and legal.

Some policies may be legally required (e.g. privacy policy) and some may be strongly encouraged (e.g. PCI compliance if you accept credit cards, and a refund policy).

Your business policies can be part of, or supplemental to, your Terms and Conditions. Either way, having a clear set of written policies is an absolute must for every photographer.

 

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