Today we’re going to talk a little bit about marketing. Marketing is a HUGE part of running a business, and I’m not necessarily a marketing guru, but I do have some advice for you:
Do not market yourself as a CHEAP/AFFORDABLE photographer.
Time and time again, I see new photographers fall into this trap. It’s bad business. Seriously.
What do you think runs through the minds of your potential clients when they see your ad “I will do your portraits for cheap!” ? They are thinking that they will come to you because they will save money. They’re not coming to you because you’re good, or because your style fits their style, or even because they looked at your work (trust me on this one!). They will be coming to you because your price fits their wallet and because you’re GOOD ENOUGH.
And that’s a bad thing.
Do you shop at the local family dollar store because they have high quality merchandise? Goodness, no! You shop there because you’re desperate to get a grill for this weekend’s family picnic and you only have $20 to spend. You know this grill isn’t going to last more than this summer. It’s not going to be a functional item next year, but you have limited funds and it’s GOOD ENOUGH.
By marketing your work before you’re really ready, you are adding to the GOOD ENOUGH flooding of the market. And that makes me (and a lot of other professional photographers) very sad.
Some day, when you’ve reached the top of your game, you will look back at the photos you did when you were new and you will cringe. And you will be embarrassed. And you will want to hunt up your first-year clients and offer them a refund and apologize. In fact, I will encourage you to do this.
In my area there are less than 5 photographers with professional credentials (this doesn’t mean they joined a professional group, this means they achieved a level of competence that can be proven by a professional certification/degree). There are probably 30+ others with less than adequate skills selling their work for incredibly low prices. So, the average photographer in my area is cheap and delivers sub-par work.
This type of GOOD ENOUGH market saturation is causing a downward trend in the photography industry.
I implore with you to not market yourself on price. Wait until your skill level is higher and market yourself based on the quality of service you provide.
This message has been sponsored by “The Association of Photographers Who Want to Kick Your Ass*.”
* Not a real group. That you know about.
Great article!
You neeed to come to my studio and kick my ass.
You’ve been in business longer than me – I seriously doubt this. Suck it up Carol – you can do it!!
The other, more insidious problem with starting off with very low fees is that when your game improves (or more likely, when you realize you aren’t making any money), any significant price increase you make alienates your existing clientele. You are then forced to find an entirely new set of customers. This is not only counterproductive, it’s also very expensive. Marketing to your intended target market from the outset instead of the bottom-feeders will produce lifetime clients who appreciate what you do And are willing to pay your price.
You’re preaching to the choir, John – please see http://www.wootness.net/2011/09/11/the-only-five-models-you-will-ever-need/
Very informative and down to earth advice. All too often folks merge into that bland area of writing to please everyone. Telling it how it is is undoubtedly the shortest path to becoming a better photographer.
In my almost 39 years behind a camera (OMG has it been that long), I am still learning. I still get butterflies before an important shoot. I still question myself, I still dread screwing up.
I am 100% in agreement with the rationale of not selling yourself short. If you market yourself in the dumpster, you will get clients from the dumpster.
If you are, or have aspirations to doing photography for a living. My best advice is to save up for the best gear possible and don’t waver from that goal. Fast expensive lenses WILL separate you from the rest of the Lemmings out there. Full frame is a must if you want to portray the Bride’s skin as soft velvet. Crop sensors are an unfortunate invention that came to fruition with the first affordable DSLR the Canon 300D.
I’m going to bookmark your site Christine, congratulations on not being afraid to tell it how it is. It’s free advice that newbies should cherish.
Thank you Martin for reading and for your insightful comments. I really like this: “If you market yourself in the dumpster, you will get clients from the dumpster” and will probably swipe it for a future article if you don’t mind. May the Wootness be with you! 🙂
Lol! I LOVE this blog!!! Yesterday, reading all of your entries my attitude was “oh my lord what *have* I done?!”. Today I’m giggling, pretty sure you read my website and were inspired by it for this article, realizing “ooooooh I am SO *that* photographer and this MUST change!” You have inspired me to crawl out of this hole I’ve dug for myself and do something brilliant!
WOOTNESS!!! I’m so glad you came back, I was feeling a little bad after reading your message last night. You have the right attitude – now turn things around and GO! (and no – I didn’t check your website – but I will now LOL!)
Really excellent advice.
Thank you very much! So happy to have you as a reader!