Why do potential clients feel that all we do as professional photographers is press a shutter release button? The arrival of the digital camera has created the perception that almost anyone can be a professional photographer. You know, the “P” on that little dial does stand for “Professional” after all, right? I know all the pros are laughing right now, as the “P” really stands for “Program.”
First lets have a little fun. Raise your hands if you have no responsibilities or bills to pay and you would like to work full time for free. Yes, I said, free. Oh, and by the way, you will have to put out money to do this too. Most of us cannot afford to have such an expensive and time-intensive hobby. We must work to put food on the table and have a roof over our heads. Photographers are no different. We are self- employed business owners who must work to earn a living. So, lets take a look at the photography business, so that our clients have a better understand of what goes into a shoot and why we charge what we charge.
When a client begins the process of searching for a photographer, through advertising, on-line search, referral, or viewing the photographer’s web site, an expense is involved. Once initial contact has been established, the photographer’s consulting time with the potential client begins. Several phone calls and one or more meetings may be involved before the session is scheduled. Once the session is scheduled a planning process initiates including the creative development of the shoot.
Each shoot requires a unique posing plan, studio set-up, props, lighting and equipment for the look and feel of the session. If it “on location” shoot, the photographer will scout the location in advance to choose shooting sites and plan poses. Shoots sometimes require the scheduling of clothing and hair stylists and make-up artists. It is necessary to have a reliable group of professionals that can produce high quality, professional results in these three key areas. Prior to the day, equipment is cleaned, cards checked, camera and flash batteries charged, and equipment packed (if on location). The equipment list needs to be double checked. Since time is money, the time it takes to do all of this preparation should be calculated into the price of the shoot.
Editing, The Big Time Consumer
Clients are no longer happy with images straight out of the camera. They now expect edited images. Often the images require massive editing and manipulation to meet the client’s expectations. Removing facial imperfections may not be such a big deal, but editing out tan lines, or stretch marks while keeping the image looking beautiful is an enormous consumer of time and resources. For portrait or boudoir images, there may be heavy edits such as balancing eye size, sliming a figure, or even combining two images to achieve the desired look. A good example is when everything looks great but a smile would make the image perfect. It could take several days to edit a session before the client gets to select their final images. If a book or calendar is part of a client’s package, the book layout and ordering process require time and should also be part of the pricing of the final product.
Clients usually have no idea of the business expenses involved in the professional photography business. Equipment and repairs are expensive. Cameras and other equipment have a finite lifespan and must be replaced. Education, hours of research, business cards, portfolio shots, networking, following up on referrals, writing proposals, attending and exhibiting at trade shows, learning new techniques to bring the best looks to our work have an associated cost of time and money. We have the same business expenses as other businesses, insurance, computers with huge storage capabilities, office supplies, equipment, software, heat, air conditioning, web site maintenance and hosting, and more.
Then there is the real truth, are you ready....... not all photographers are created equal! Clients willingly pay for the photographers’ creativity and skill level. The best can charge more and get it. You would not go to a five-star dining establishment and expect to pay hamburger prices, or see a top medical specialist for what you pay to see your family physician. Its just like anything else in life, the higher your skill level and better your reputation the higher the compensation you are able to command.
There are so many people with digital cameras who call themselves professional photographers that clients can’t understand the disparity in pricing between what a professional photographer charges, vs. a “weekend warrior” with a day job. In general, those who pick up a digital camera and think they are a professional photographer or the weekend warrior has often not put in the time to learn about the business, nor has he or she studied to improve their art, or learned how to properly pose their subject, be aware of their background or edit their images. Clients get excited when they get offered all their images on a cd but clients don't know to wonder why this is when most professionals wont even consider offering this with out an additional fee. A professional will edit your best images while many non pros don't want to be bothered or do not know how to select the best images or edit them. A cd full of bad images is not really desirable is it?
Even though this is a long post, potential clients should now have a better idea of all that goes into a shoot with a professional photographer, why we charge what we do, and the reasons why they should use the services of a professional to achieve superior, professional results.
~ Rosemary Dennis Taglialatela
215-918-1281
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