George Varanakis (WPPI and Rangefinder Executive Vice President) emailed me (along with many others I presume) to offer a 50-word thought on the state of the industry in the next five years. The following is what I submitted.
Influx of inexpensive DSLRs will create waves of new photographers entering the professional industry. That coupled with free social media platforms, discernment through strategic marketing is dire. Ergo, individuals who rely on conventional methods and believe that pay will be commensurate with experience will slowly (or quickly) be weeded out.
However, I want to expand on that.
The introduction of inexpensive DSLRs with video capabilities allow for the expansion of different markets and lowering of barriers to enter the professional industry. If done correctly, even Uncle Bob can be a true threat to your business. These are the issues at hand:
- lowering of barriers – inexpensive DSLRs
- free social media marketing
- DSLRs with video capabilities
- lack of business strategies and marketing tactics
Lowering Of Barriers
To be completely honest, I entered the photography business under the premise of earning a few extra bucks while I was a full-time student at UCLA. Before even owning a DSLR, I never even had a point-and-shoot, but the learning curve was drastically truncated with the instant feedback of LCDs.
Therefore with the lowering of costs, abundance of resources online for learning (or trial and error), becoming a professional photographer is rather easy. This goes the same for other businesses too – get yourself a nice printer and Microsoft Publisher and you are a invitations designer, right?
Free Advertisement
With the spawn of social media marketing, individuals can create online communities painlessly and reach out to their target audience through free platforms. Twitter and Facebook have proven to be the two most effective across the board.
SEO is another form of free tactical marketing. I was able to generate a strong enough online presence to dictate any price I wanted and at the quantity of weddings per year I desired. All for free.
Video
There are things that photos can do that videos can never compare. Equally, there are things that videos can do that photos can never compare.
The capture of movement and sound can stir emotions amongst its viewers. Now that DSLRs have that capability, clients surrender to the need for whatever is new and cool. In all candidness, it is new and it is cool. It’s called fusion.
The real question is whether or not you will be left behind if you do not learn how to use it. Here are some hints:
- YouTube surpassed Yahoo as the #2 used search engine in U.S.
- Even the iPod Nano has video capabilities
Lack Of Business Strategies
I’m working with a number of clients (veteran photographers and event producers) on building business strategies. I’m not at liberty to say who they are, but they are all facing similar issues:
- newcomers are coming in and beating them up with super low prices
- newcomers are more adept with digital technologies
- newcomers understand this “twitter and facebook business”
- newcomers are forcing them to lower prices
- they dislike newcomers
- they feel threatened by newcomers
Sound familiar? It should resonate with everyone – newcomers and veterans alike. Veterans shouldn’t need to fear the aforementioned; nor should newcomers do anything differently [for now] unless they are ready to move forward with their businesses.
We always hear about “sell yourself, not your pictures.” Yes, it’s actually true. That is the “what” factor. We know the “why” factor; or at least you should. The only thing missing is the “how” factor and that is where business strategies and marketing tactics come in.
Lowering your prices to compete does not make you that much more competitive. In fact, it probably hurts you more than it helps. There are many bootstrapped businesses lacking clarity and strategies. It doesn’t mean that lacking the two will not allow you to survive.
The truth is without having business clarity and strategies, all you can do is just survive. There is no progression. There is no goal. There is no end. According to him, this is called the “hula hoop paradox”.
Conclusion
I am in no way trying to belittle part-timers because, again, I was once there. I am in no way trying to ridicule veterans because I am technically part of the group now.
Business is business. Money is money. We do what we got to do.
However, there are ways to distinguish the different levels of experience and clearly promote our worth to our brides. My goal is coexistence.
Food for thought – if veterans feel threatened and lower prices in an attempt to compete, then this inevitably leads to the lowering of all prices because they sort of set the benchmark…across the board degradation of standards. Think about it – who can really say that I’m worth $2000 or I’m worth $8000? It’s subjective and all based on business strategies.
Where are you in all of this?
Do you feel threatened? Or empowered?
What if I were to share these strategies? Would you be interested?
I could be wrong with all of these speculations :) but this is usually the same scenario for all businesses (even outside of our little wedding bubble).
French fries,
Lawrence Chan
P.S. After a normal presidential address of the state of the industry, the media is allowed to ask questions. Do you have any?
Related posts:
Yes, I’d be interested. Sign me up Lawrence!
Me, too :)
I love this post! I agree with how this is an interesting way our industry is headed. How can we all be different and stop copying each other? :)
If you were to share these ideas, then wouldn’t a lot of people do the same thing once they learn them or is what you would teach have ways to be different inside of the tips you would share?
The goal is to be coexist and to elevate the industry altogether. I don’t know if people are open to that idea, but we’ll see in the near future.
It’s definitely an ambitious feat. Otherwise, we will continue to slaughter each other and the discernment between newcomers and industry leaders will become more and more prevalent.
I love the idea of “elevating the industry altogether.” Unfortunately, we all know that there will be a few not joining the “trip.” How to go about that and how to deal with it?
Leave them behind :D
Great thoughts Lawrence…myself just getting into that game I respect and look up to many other photographers/videographers that have been doing this way longer than I have…I do no in any way want to force them to lower their prices or standards in order to compete…I want to raise my bar to where they are…one day…we’re working together hopefully!
Thanks for the post!
Great thoughts Lawrence…myself just getting into that game I respect and look up to many other photographers/videographers that have been doing this way longer than I have…I do no in any way want to force them to lower their prices or standards in order to compete…I want to raise my bar to where they are…one day…we’re working together hopefully!
Thanks for the post!
Thanks Geoff … My sentiments exactly!!
Geoff…I agree totally. I look up to a lot of “older” photographers and only dream of being where they are one day and making the kind of money they do based on what I have to offer as a photographer. But you get some that do feel threatened and fear for what it is you will bring to the industry. I will agree that it is relatively easier to get into the business, but it is no way shape or form, cheaper. I have a lot to learn in this business and one thing is, they were all where we are now at one time or another. You gotta start somewhere. Thanks!
I have been in this business for 10 years now and what Geoff said is when I felt and worked towards when I first started out.
Very true Geoff! I look up to many in the industry and always seeking ways to raise the bar in not just my photos but in the business as well. That can only be done if learn how to coexist and raise this bar together! Thanks for this post Lawrence!
my biggest question is: “how are newbie photogs supposed to just appear and not get paid cheaper than the veterans?” my sister and i began sassyfras studios 9 months ago with alot of practice and NO MONEY. we had to do shoots for free for 3 months to just get our name out. yep, facebook is our one {and only} advertisement as of now and we are barely finding time to breathe with the crazy amount of on location that we do. we raised our prices and did gain business {especially weddings} but we do not feel we can expect clients to pay the same to us as the “big-wig” photogs who have controlled our town for years. There is a huge respect there {from us} and we do not feel being in a business 9 months gives you the right to charge as much as they do. we are still pinching ourselves and jumping up and down when we book a new bride. this is definitely our passion and joy in life but i definitely understand irritation from the veterans… we look up to you guys!
Hi Lauren,
I looked at your blog and I must say, DANG you and your sister shoot pretty well for only 9-months of experience.
I am not complaining about low prices as I did once too. My goal is to promote coexistence because many people feel threatened right now. With the integration of various technologies (namely social media), people have access to great resources [such as websites that teach] and direct communication with clients [such as Facebook and Twitter].
It’s just that many feel behind.
You’re doing a great job – keep it up!!!
Hi Lauren,
I agree – your images are great. Even if you feel you can’t charge higher prices, your work is good enough that you could (I saw some distortions from use of the wide angle lens – but other than that it’s really solid).
Successful pricing has more to do with presentation and smart marketing than experience. I can say that from personal experience. If you doubled your prices and did only half the amount of work, you would still be ahead of the game. The key is patience and confidence.
Lauren, I’d have to say that I’m in the same boat as you (started my business in September). At my 6 month anniversary I raised my prices quite a bit. I’m not so sure that experience is the only thing worth money. I have a very different style from a lot of the photographers around here. The ones who have been around for a looooooong time perhaps lack being current. I feel like my style might just be worth as much as their experience. I don’t say that because I think I’m hot stuff or anything, but my generation is a lot less traditional than the previous ones and I happen to have something they might be looking for. They don’t necessarily want what the “seasoned pros” are offering. From a business standpoint, it seems like it would be silly for me to not charge more. Plus, by me charging more, I’m not just outright and unfairly taking their business, I’m merely giving people more choices in their price range. And I will raise prices again, I’m sure. Personally, I would rather have fair competition than someone just pricing sooooo low that it’s irrisistible. I’m always telling people to raise their prices. It’s better for me! :)
Lauren, that is exactly how I feel also. I use facebook as my sole advertisement while I work on a website. But I agree 100% about charging near or less than half of what the “older” more seasoned photographers do because I don’t have the schooling and workshops and mass experience they do. And photography is also my passion, but they were where we are once too with water behind the ears and all.
great post as usual, I would love to know different ways to distinguish our selves and I understand both sides for sure but I love Scott Bourne who said I think
let us worry about the pie getting bigger and stop worrying just on our little slice, still think the million dollar question is how do I get more bookings, veterans and newbies are going through ups and downs, days of feeling like wanting to quite, like where is the business well not everyone but I have heard from veterans that they too go through this as I do, and again how to be different, keep up with the demands of the brides and find the solution to the problems as you brilliantly do
thanks again for sharing some light at the end of a dark tunnel, it’s a touchy subject for many, especially when it hurts the bottom line. anyway, i’m not a hater, just have to change my business plan a little, i don’t see problems with new comers just opportunities to make my business better. thanks for sharing.
still looking to attend one of your workshops in the future, hope you come to Hawaii, someday…
aloha
I love that you’re open minded and not caught up in the fray! I really want to go to Hawaii :) hopefully in the near future!
This sounds interesting. I’m quite curious as to how coexistence will happen. I’m not as new but I’m not a veteran as well, somewhere in between.
I would love to learn how to deal with this issue as me and some other fellow photographers are threatened by lower prices.
Thanks for sharing Lawrence.
Well, coexistence always happened and continues to do so. The only issue is that the poles are shifting since social media brings spotlight. Look at how many businesses are online based now – even bridal magazines.
I’m definitely interested in your strategies. Please sign me up! :)
Awesome topic. This same issue is also going on in other areas of photography. I am not only a wedding photographer but shoot wildlife and fly fishing subjects. My relatively recent success over the past couple years has some veterans questioning these vary same things that you mention. I took on writing and photography assignments in the beginning for free or for very little money in order to promote my work. It has been both positive and negative. The positive is recent magazine cover shots and articles, the negatives are some of the editors/publishers know i have done stuff in the past for cheap and continue to ask for this same work with very little pay. Needless to say some of these assignments i have been able to turn down due to lack of time and compensation..
I am a firm believer that clients and editors will continue to demand the best and are willing to pay for a product thrat is innovative and above the competition. My goal has always been to set my self apart from the masses, study the game and price my work accordingly.
I welcome the drove of new photogs getting into the game. It just keeps me pushing my self to innovate, be more creative and try and be the best at what i do. It has helped me improve greatly and has brought in more revenue for my family.
I have worked very hard the last couple of years and the rewards are paying off.
Thanks for all that you do! i lurk often on your blog.
Best regards,
JayMorr
Those are interesting thoughts! I actually have some reservations about the one venturing into other fields of photography because you’ll start over as a newcomer haha! There are other reasons, but that rings the loudest.
In terms of innovation, copycats are always around. There is no way to be known for a style and not be copied. There is limitation to creativity because it requires marketing in order for you to claim that “form”.
Nevertheless, competition is here to stay. The only question is how to work together.
Side note – you’re no longer a lurker now that you’ve commented! Please continue to do so as I am interested in everyone’s thoughts. Also, sharing via FB and Twitter is nice too ;)
(LOVE)
I am definitely interested in the business side of the industry. I read an article last week that said, “Passion will help your photos, it’ll give em an edge. Business knowledge is what fills the bank.” Haha.
It seems like the change would be the shift between conventional –> unconventional methods for the business/growth. What differences in business strategy are showing up in the changing industry? Or is that a constant?
Because I can see the change in advertisement, in shooting and the process of learning how to shoot, but business?
There is also a schism in newbies. The ones who earnestly seek to learn and grow, and the ones who, just because they’ve got a camera and a website, that they feel entitled to successs.
**I’m a newb. I hope I am the right kind of newb. Haha!**
GREAT post Lawrence!!
I LOVE that quote!
You’re very observant! Core business marketing strategies will remain the same, but tactics are always evolving.
Whenever there is change in consumer behaviors or outlets for exposure, there will be a need for change in marketing. However, staying abreast on all of this can be overlooked, thus some are in the pickle.
thank you for sharing. i want help ESTABLISHING BUSINESS STRATEGIES in a time (i’m a 1 year newcomer) where i am learning so much, everyday I have a new strategy! so… how can i establish a solid strategy, when everyday presents a whole new goal?!
thanks so much for already influencing me so positively, lawrence chan, in my first year of business! :) :) :)
Well, before business strategies and tactics can be created, goals need to be established. That is something that is hard to determine since most are still trying to survive.
Hi Lawence and the rest.
My wife and I are finding out a few things. She recently arrived from China to the USA, and she likes Photography as a hobby. I gave her one of my 5D Mark II’s and she came along to some weddings (I shoot only video or DSLR Video), and the photographers were nice enough to allow her to tag along and take some shots (with the understanding that she not a pro and not wanting to shoot weddings, and all her shots would be turned over to the photographer).
Wedding photography is not just owning the camera, its not only being very personable, yet both help. It’s really about knowing your gear technically and well as being artistic. There are so many adverse conditions and fast moving events where someone without dedication will start running into many issues with thier brides.
Not kowing how to handle the flash, how to set the camera, what lens to choose, and be in focus with proper framing, is more then a shot in the dark.
There is little time to think of settings when the shot is about to be lost.
Dark venues, shallow depth of field, and a miriad of other issues can plague a photographer and videographer, and then there is the lack of experience of being in the right place at the right time.
How many of you find it difficult to get more then a back of a head during dancing scenes, or find it difficult to shoot the grand entrance with a lot of backlight or even the wedding procession that has a lot of backlight and you can’t use your flash or a newbie might not know how to set thier flash, etc.
A missed shot is nothing to take lightly, and since I have been shooting Video with my DSLR’s a couple of 5D MKII and a recent 7D finds me as a videographer going back to my days as a cinematographer, yet its all run and gun type of work. One missed shot due to a wrong decision happens much more then anyone can imagine where as a video camcorder is usually a point and shoot device.
I find the better the lens on a DSLR video camera, the worse it can be to control the doF when the shot counts. an f/1.2 is a nice lens for a photographer, but its a hard lens to use when your incorporating sequential frames as video records. Shakey shots, out of focus shots, constantly finding focus as the shot counts looks amaturish in my opinion, and these camears might never replace a video camcorder in easy of use, one lens that really works for everyting at the events. as opposed to running around with a bunch of lenses only made for a particular shot then change to the next.
I call my assistants (Caddies) like a golf caddie, since he has to read my mind, now what I m going after next and have the right lens ready to go. The lenes has to be clean going on the camera and cleaned when it comes off. Photographers can paint a speck of dust out of aone shots, bu video wioo have 30 frames a second of that dust that needs to be removed in post. Not fun, so we have to keep the cameras like new, clean as a whistle.
The hardest part is steading the camera, following the action and keeping in focus on a live evnt, and this tends to turn a full production into a short finished piece with some brides want and most families do not, and expect a much longerr video feature of their wedding.
The causes a problem since we now have to send out 2 5D shooters to shoot the films style video, and a video camcorder man to get the full feature.
We advise all of our clients that are booking us for our fusion packages thtat to add in the videographer to people wont be felt left out of the wedding, and we can produce an artistic rendition short piece for the bride and groom and still have a long video for the parents.
2 5D MKII plus a 7D on steadicam, plus a HD Videographer is about the minimum we are confortable with or we feel that we will miss some shots along the way.
And as a few that have been experimenting with DSLR For video are starting to find out the cameras are not point and shoot, they take a loot of skill and rigs to master just one great shot. They are hard to hold, not enough hands t o zoom and focus at the same time and even walking if for a shot means someone has to ride the focus wheel perfectly for a shot to even come out.
Now sure.,there are brides that are only interesttedin a short piece, but I am not sure that is what the family expected as an end result.
So while people are jummping on the bandwaggon, they are beginning to figure out if they really want the task of a videographrer , having questions to answer after the wedding is over whre its too late to do a re-shoot.
No sure which way this will swing, but there are things not being said that do effect how one persong can get more and better shots then the next shooter, so while DSLR might be a slash word now, it might be discovered as the most difficult film camear to shoot where people are not in contol of the monent, their clients, and thier gear.
Most people see with gear, because I have this and that, I am prcieved as being pro, yet technique and being a master with your gear is usually where have my guys and girls start, then we let them out on a job for pickup shots and see how they do and how were they thinikng at the time;.
A good photographer gets some good shots, a bad photographer gets some good shots. but a great photographer is going after specific shots as far as we had seen working umongst some of the best.
So I wouln;t be too concerned now about all the photogrpher allso shoots some video or even want the burden of that at the event.
Same with me trying to do still which I am taking video The best i can get the is momements of events, run around like a nut and no focuse on anything of substance.
This is called a one man band and the last onw that was any good was Dick Van Dyke in Marry Poppins!
I would jsut stick wih what you are doing and grow.
I’d be interested in hearing your strategies.
I entered wedding photography in a similar way. Canon 5D with a 24-105 an apple imac – a blog and two twenty page photobooks as my portfolio. That was four years ago. We are now at ’140′ weddings and building the business. I think a big issue with new comers will be ‘staying power’. The business is not all about getting as many new customers as you can and shooting as many cheap weddings as possible (as I learnt after 2 years) its about building a business that enhances your life and lets you produce the best images you can and so your customers recommend you to their friends and family. ‘ Good Recommendation’ is allot more powerful than SEO, facebook, youtube, blog and the yellow pages once your business is up and running.
I love that you’re open minded and not caught up in the fray! I really want to go to Hawaii :) hopefully in the near future!
Thanks for the post Lawrence.
No doubt this topic will go on and on for a while as we have just seen our industry get crushed over the last year due to the economy and such. I have been shooting for many years now and have had the opportunity to work in commercial, fashion AND weddings through my career. I must say the wedding industry is currently in a place I never thought it would be in honestly. SOOOO much emphasis is placed on branding, custom blogs/websites, Facebook, Twitter, and all around networking in general. Most of which can be attained if you are willing to pay for it or just spend a little time doing it. With this economy we have seen so many people get into the industry because of the low cost of the DSLR’s AND for the simple fact that photography is made to look very easy. There are so many tools for processing images and don’t forget we have actions for days now, it is very easy for everyone’s work to look the same. Everything I mentioned about branding etc is put at the forefront and while it is VERY important, photography and the technical know how seem to take a back seat.
There have been a select group of folks who have had tremendous impact on the industry and have thus gained the ears of MANY MANY newbie’s and veterans. I would not say it is a bad thing but if you have thousands of people hearing the same message and applying the same principles and strategies in their business, you have no choice but to get the same results ie. everyone doing the same thing! Currently the “industry message” is about standing out from the crowd but the “crowd” is hearing the same message.
Also, I have no doubt that since much of the information we share in the industry has now moved beyond the walls of private (password protected) conversations, brides and wedding planners are seeing exactly what we are sharing with each other and are very savvy as to what we do as photographers. In my opinion social media is probably the best and the worst thing that has happened to our industry. It is brilliant for marketing but it also allows the nosey eyes to see our industry’s areas of weakness.
Very interesting perspective, Troy – and true to a certain extent!
In terms of teaching, that is always an issue students hear – what if I teach everyone and everyone knows the same thing?
I will elaborate on that eventually granted that people are even tuned into these issues or have faith in what I have to offer.
In a nut shell, there will be evident barriers to entry, so even if someone wanted to learn, I may not permit. Secondly, the goal is to teach everyone how to stand out differently in their own category; not just to stand out. How is it that in the purse industry, so many businesses can sustain in the ecosystem? We have purses starting from Walmart all the way up to Dior and Gucci.
The aim is not to service the entire spectrum. Specialization goes quite far. Just like this blog – I do not post my wedding work here (or much of it), nor do I post about overarching wedding news. I post only about wedding marketing. My focus and goals are clear. And for a blog that is around for a little over a year, I must say it is pretty successful.
All in all, there is a place for everyone in the curriculum soon to be shared. The determining factor is whether people will be receptive to it.
Those who innovate first…wins.
Very good points Lawrence. I do agree that the aim should not be to service the entire spectrum! I will tune in to see where you go with this because as I said you make very good points. I think up until now, that message more specifically the messages in teaching and learning haven’t really focused on being a specialist/individual. Thanks for the feedback and your contribution.
We’ve only been in this business a couple years and still feel like newbies yet are treated as veterans among our peers. There is so many even newer photographers that 2 years becomes a long time. I’ve chatted with many of the true veterans and some are still doing great and coexisting, and others aren’t sure if they will be in business next year. The fact is the business is what it is, the market conditions are what they are, and sure we can complain and feel threatened, or we can adapt, move forward, and get better.
My main concern is not the low prices in and of themselves but the lack of business sense that goes into them. One of my friends recently posted a comment on facebook. After about a year of working her butt off she finally did the math and realized she was making $3/hr. It generated a lot of interesting discussion among the photographers for all our clients to see.
We have built our business on solid high pricing from early on and are making what we want to make, even if we only do 10 weddings we’re making more than a lot of other ‘newbies’ make in 40 weddings.
Mike, This is exactly the point I was going to make. I’m starting my business in the Bay Area officially by even taking a biz plan course. Where to price myself has been an issue for me to determine considering the multiple things to consider. Up until now, I was really just the charging the cost of shooting plus an amount in my head that seemed reasonable. Bad news blues.
Wedding photography is flipping expensive and for the right reason. After really doing the math including startup, overhead, paying myself for ALL the time and not just shoot time, I was coming out in the red…going under before I even began.
I highly suggest to all photographers starting a business to make a plan and do the math. Don’t just charge to make a buck…cause you may actually be losing two!
I just want to say that there is some superb info coming from this discussion and can’t wait to hear more. Thanks Lawrence.
Hi Lawrence, I love how you steer the boat. Focus, focus, focus. Interesting indeed says Yoda. Great post, comments and observations above from you and all. I’ll be on the lookout for your next move. There is so much more needed than the obvious to succeed in business. So many little pieces. Social media, the perils of our current economy, the expansion of the web and online access, and inexpensive DSLR’s have changed the economy of (many businesses) the photography business. There is one thing that i didn’t see mentioned. The room isn’t only crowded, its also very loud now too. I’ve found that over the past few years the typical bride will see five plus photographers and wait before making a decision, be armed with industry specific information, and want to negotiate. Just a few years ago, it brides would see maybe 2 or three photographers and typically book on the spot. Strategy is truly what will allow a business to gain and sustain economic traction.
Always a good read. Thanks for your wonderful insights into the industry.
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Such a great article. Can’t wait to read more from other people on their opinions. I’ve started to educate the “newcomer” and my couples.
I’ve not lowered my pricing, but I’ve not raised it like I have in past years.
If, IF smugmug is correct on their survey and if 65% of couples are not happy with their wedding images, then a lot of people are doing something wrong. We need to focus and bring attention to our industry and thanks to people like you Lawrence it’ll get done!
Another great post Lawrence! If you keep posting good stuff like this you’ll have to start charging for subscription (j/k). :)
I have recently switched my hat from being a newbie to a pro (in my mind I still feel like a newbie since I have been doing it for just 4.5 years) perhaps I can share (with your readers) some tips on what has worked for me in making the quick transition:
Your points: 1 & 2 – I was riding the wave of the new social trend that was brought to the digital wedding world through technology & social media. When I self-declared that I was going to be a professional wedding photographer, I decided to 1) learn how to work the camera (camera is just another tool to creatively express ourselves as an artist) 2) learn from other veteran photographers (via seminars, workshops, conferences, etc.) 3) network with all photographers (veterans & the newbies) all across the nation to get my name out there 4) network with people that our in other industries & profession.
I say most of the new photographers (including myself) lack the business strategy and marketing – because initially they think they are doing fine since they are shooting their friends’ or their family/relatives’ wedding and the referrals keep coming in. Once that resources dries out, they will soon realize that if they want to survive in this industry they will have to learn the business side of it.
I think your post is very timely one and I would love to hear more about it. Keep rocking on bro. Go asian power! :)
Kenny Kim
This problem is not only in photography, This also happens in other entertainment driven industries. I have been a mobile DJ since 2000, Opened my own company in 2005 and am what I would consider seasoned but not quite to the professional series yet.
My prices reflect my services offered and I have come to the realization that dropping your price doesnt get much more business then anyone else at a lower price.
The consumer will find you because of what you have to offer and how professional you are and how organized you and your equipment is.
I have won over more clients with the fact of a NO CHARGE CONSULTATION, That one on one; face to face interaction sells you more then any web page or multi media, also showing them what I offer over the other people then dropping my prices one penny.
I just yesterday was out bid by a what I would consider an “amateur” bought $300 dollars worth of equipment from best buy and advertises on craigslist as a mobile DJ.
A couple wanted a sound system to be used in a local park during a huge event in holland michigan (tulip time) and to do so you must pull a permit. After the permit you would only gross $75 dollars. As a seasoned entertainer I know I must pull a permit to cover myself and the customer the person who will do their wedding will not and will end up getting a hefty fine for the customer.
IS IT WORTH THE SAVINGS (I think not)
Hi Lawrence,
I think maybe there’s something else involved….as dslr’s have been user friendly and inexpensive for several years now and free social media has been around quite awhile now too. The question is WHERE are the newbies getting their outstanding images that sell themselves as professionals for their blogs/networking sites? (since very few actually spend the time to intern for several weddings under a pro as in the days of old.)
1. Workshops, workshops….affordable & everywhere! In a single workshop they will have a blog or website ready to go showcasing a model brides that in the reality would never have hired a beginning photographer. I totally get why pro. photog.s supplement their incomes with workshops, but at the same time it can’t be a real surprise when the market gets flooded with new talent that also has beautiful work to showcase right off the bat can it?!
2. The second shooter dilema… the ones who feel entitled to their images that you have trained them to look for and paid them to shoot. At a wedding that again would never have hired a newbie, that the pro spent $$ to market too and took time to build a client relationship with. Wah la, more misleading portfolio/website material for the ss. But again, kinda easy to see the flood of new talent coming with all the pro.s giving their ss’s their images, then the second runs off to start their own biz, and hires a seconds and the other pro needs a new second to replace the other…well, you probably get the cycle.
Soo00o, not to be controversial, but is the “flooding of the market” really because of the newbies or the pros.? Both I suppose.
All that being said, I do think there is plenty of room for all talent levels and pricing. Might be way harder to stand out in the crowd than it use to be, but that’s one of the goals anyway!
Good points!
I’m not as concerned about the flooding as the misdirection of the flood. With guidance, everyone will be able to steer their own ships rather than resorting to cut throat methods, which does no justice to both vendors and brides (who might get the raw end bc photographers might be unhappy with compensation).
Someone mentioned earlier that their final pay was equivalent to that of $3/hour.
I hear ya and more power to you…. although, I’m not sure what you mean by cutthroat methods? Are you referring to newbies “undercharging” to get work while they are still basically learning the craft? To me they shouldn’t be charging as much as pro.s, and if they are charging the same then that in itself undervalues the years of experience of a professional photographer. Yes, a newbie can often have all the same equipment or even shoot just as good as some pro.s, but we all know that isn’t all it takes to being a professional photographer. For example, just cuz I watch the cooking channel, and buy some nice pots and pans, take some cooking classes, and make a decent spaghetti sauce, it doesn’t mean I can be a personal professional chef or even have what it takes to work in a 5 star restaurant. Sorry to digress from the ship/flood analogies….here’s one: alot of people can learn to sail, only to find they get seasick when the wind kicks up. (Wait, your guidance can be the Dramamine!:) But again, not everyone is meant to be a captain and too many people on the same boat makes it sink.
Anyway, I could be wrong but I don’t think anybody is forcing anybody to lower their prices to compete? If pro.s are feeling they have to then there something else is wrong with the biz side of their business.
I love that your delving into this topic and can’t wait to hear your final conclusions.:)
There will always be new technologies in the market lowering prices of equipment allowing newcomers to enter the business and undercut prices. I am unsure however that good taste can be taught or mimicked..
Great article Lawrence. Thank you for sharing your thought about the industry… cant wait to hear (read) more on this..
johnlo
Lawerence, good article, I was speaking with a friend recently about shooting prom portraits at a local school. Although the school uses lifetouch because of the school gets kick back from the portrait studio! And I explained to her that if I attempted to shoot 200 highschool prom goers that I felt I would love my creativity so to me this should make all photographers wedding& portraiture work harder and stay creative to survive in this business and if any thing Ive been told by leaders in the industry not to lower my pricing to compete with say for instance “Lukes” photography or some other photographer, We know Bentley, isnt lowering their prices for a BMW.
Sorry about the typo, I felt i would loose my creativity although i love being creative!!!!
dear lawrence…….wonderful, amazing post….got it just now…and think the subject is amazing and very interesting…….for the veteran’s and the newbies….how fun!!…..as a veteran….10 years in weddings….that might make me even older than a veteran??..LOL…i think…the bottom line to this question is…sort of spiritual…the doing what u love theory…..and we LOVE taking a picture…and the next theory…being lovable….people buy from those they love….all the rest will follow…..i must admit all the social media…for the veteran’s can be overwhelming…..it is for me….for sure….but isn’t this entire subject of photography just a wonderful bottomless pit of new knowledge and new ideas and new experience….that is what i think we all love about photography…..learning something new and exciting every minute of the day………so all your marketing tips and ideas….are just the most amazing thing for someone like me…..i came from the place of…..learn your craft…make kick ass pics….and the rest will fall into place…..couple that with kick ass marketing….and you can see what happens…it is explosive…tofurious is such a phenomena…and you are making the playing field…..very exciting……it is such an amazing time in the wonderful world of photography and movie making….(i made my first film the other day)…..i must say…..hope our paths cross one day….all the best…..cherie from cheriefoto….!!
I love your willingness to adapt and mold your business. And we have met before – 2008 WPPI!
Lawrence,
I am a newbie to not only the business but photography as well, actually just learning how to shoot manual last November. I’ve joined my husband who had a passion for photography and found myself absolutely loving it as well!
I very much agree with what you’ve shared in your post but wanted to ask 1 question:
In marketing to potential clients via social media, how much should we be educating the clients about how much work it takes for those who don’t understand? Or should we be targeting clients who already knows and appreciates the work and, ergo, will pay the premium price to receive high quality services?
I’d like to end with this. You are talented in balancing clarity with humor in all your posts. I always find them insightful. In a world inundated with blogs and people vying to provide educational material, yours shines as always worth our time. Thank you.
Having too many barriers like a premium will defeat the purpose because we all need to raise the bar together. However, certain pains mist be experienced for te knowledge because the sacrifice will force people to apply concepts. Otherwise, free gets discredited and never used.
I think what this industry needs to work at highlighting is that as photographers we’re all unique: we all have unique perspectives, personalities, and ambitions, which in turn attracts different clients. It’s what allows this industry to exist!
I don’t want to attract the same clients as the other 300 photographers in my region because I want my own clients. Sure in some places there are a limited number of clients, small towns with 10 photographers I’m sure find it difficult to book weddings and often have to compete on price, but my couples (or families) book me for who I am and the work that I produce and not because I’m just another photographer.
I used to freak out about other photographers in my market, until I sat down and worked through who exactly I wanted my clients to be. Once I realized that I didn’t want EVERYONE who was getting married but just the couples who fit my targeted demographic (and this is very specific) then I was more relaxed about people entering the market and what other photographers were charging in the area.
Sure you can’t be off base with your pricing, and the people who are will struggle with their business. Get the business side of a photography business figured out and you’ll have more control over it but you’ll also have a better idea of where you want to go instead of reacting to where it looks like the market will go. Being reactive is too exhausting!
Know why you charge what you do so that objections people raise to prices can be met with explanations and not just a rant about the “newbie threat” lowering or raising expectations.
It is the sum of each photographer’s life experiences, hobbies, interests, passions, upbringing and ideals that influences how they interact with their customers and what sort of work they produce and not their ability to purchase digital camera gear.
You mentioned Lawrence that anyone with a good printer thinks they’re suddenly an invitation maker. Same thing goes for writers, graphic designers, web designers, event planners, interior decorators, models, IT people, actors, – all fields where you can work in the industry without having formal education like a doctor, dentist or lawyer feel the “newbie threat.” I think it’s why we all scramble to take courses, seminars and workshops…it legitimizes us. Basically we have one massive insecurity problem.
Work on the business of the photography business, it’s the ONLY thing that helps set you apart.
You’re spot on in the last paragraph –
Work on the business of the photography business, it’s the ONLY thing that helps set you apart.
Lawrence,
For those of us newbies, how much education do you recommend providing our potential clients so that they could learn just how difficult photography can be in getting them the high quality photos, premium products, and excellent service? Or do you think we should be targeting clients who already know what that is worth?
My husband + I just began our business last year and actually shot our very 1st wedding of our own last December. It’s an incredible industry and I must say that the people we’ve met at the top of their game, like you, have been incredibly open and humble.
In a world inundated with so much information and social media, I find your posts to always be worth the time. Thank you for providing us with an education that is both clear and entertaining.
Thanks for the excellent insights, Lawrence! This thread is primarly commenting on the “supply” side of weddings (what we charge, how we promote). I’d also like to add a little bit about what I’ve been seeing in the “demand” side of wedding photography.
Brides and their mothers are also getting much more first hand exposure to the low/lower pricing in higher-end DSLR’s, color printers, and social media. Two key things:
1. Pricing. 1a. Price of Labor. Brides know from first hand experience that the barriers to entry are lowering, they become aware of many more photogs offering their services (out of work friends and newbies included) and have an expectation of downward pricing pressure and more people willing to bid and bid low. They personally know a growing number of newbies who proudly proclaim: “I will start off shooting for $300-$600, burn a disc, build a portfolio, and then raise prices later”. Maybe the bride will never select that person for their wedding, but the message they receive is clear: It’s a buyer’s market (and it is!).
1b. Price of Materials. Many more consumers (brides as well) are getting past point and shoots and own/operate Rebels, D90′s, etc. They realize that the gear isn’t all that expensive. Processing is “free” (in their minds). When they believe that all it takes to own a “pro” camera and lens is $1000-$1500 on MasterCard at Best Buy, its harder for them to justify $5000 for a wedding photog gig.
2. Distribution. For brides, the interest level in online sharing of images is growing, and the interest level in prints and wedding books is declining. Facebook sharing gives immediate feedback via Likes and Comments. In our more narcissistic world, this is not to be underestimated. Even “bad” engagement shots (improper exposure, weak composition, shadows in bad places, soft IQ) yet posted on Facebook get many hugely favorable comments that stroke the bride’s ego.
Hence, the ability of the buying public to discern great shots from so-so shots is diminishing. FB’s lower resolution and color “mashing” lowers the standards even further. We photogs may study/tweak images for many minutes (even hours) getting it “right” or “better”. The public is flooded with thousands of images on FB, glances at an online image for a few seconds and clicks Next.
The printing side has been a huge source of revenue and margin for wedding photogs historically, and I’m seeing a decline in the demand for prints. More brides wants discs to share, print their own images, because they know how inexpensive it is to have your own color printer and photo paper. Online is easier than print. I’m also getting less surprised by how many “smart” people are perfectly content to send their prints to Costco/Sam’s Club! (Maybe not wedding prints, but everything else). This leads to a stronger perception that printing is/should be “inexpensive”. Spending an extra $2000 on a wedding book (no matter how much the Quality blows them away)? “Very nice, but maybe only if the parents pay for it?”.
Although we may all have access to the same information and technology, results will vary. Remember, photography isn’t just a technical hurdle to be conquered. It’s an art form like anything else – drawing, painting, sculpting. The camera/computer are simply tools we use to create the images in our medium. Creativity, vision, talent – these are intangible characteristics that can’t be easily copied or ‘learned’. These characteristics are what make us individuals and separate the photographers with something to offer, from those who simply learned to use an expensive camera.
I’m constantly inspired by all of the passion and talent in this industry. There are so many artists doing incredible work – from newcomers to veterans alike!
I agree that business is business after all!
However, from the other side, of course it is somehow sad to see wedding photography marked over-filling with guys who just bought a 500D and feel themselves as huge wedding photographers.
But the really sad thing about it is that clients in order to save money hires such guys.. And it is too late to change anything when they receive those horrible “wedding photos”..
And from the third side.. everyone of us begin some time with some crappy camera, no experience at all and big aims..! :)
Yes, I would be interested in hearing more. I am a veteran and all the old techniques no longer work. The older veterans who are trying to promote their way of promoting, marketing are not valid. Those of us who have studios cannot jump as fast to catch up with the learning curve. We also have taken time to learn we were in trouble, and now we are further behind! Yes, we need to get back on track and back in the race. Sign me up for further discussions.
Great post Lawrence. There is a lot to think about here, a lot of good stuff indeed. We can all tell by the response that there is a need for more business strategy info. Digital photography has truly changed the landscape of photography, but I feel for the better. Thanks and Rock on!
Thank you so much for the post it was very insightful. It is scary to think about how easy it can be to just “up” and become a wedding photographer. On the other hand we need to remember to use all of these tools as our own resources as well. Business has been changing for decades upon decades and the good business owners have learned to adapt and stay ahead.
Thank you so much for the post it was very insightful. It is scary to think about how easy it can be to just “up” and become a wedding photographer. On the other hand we need to remember to use all of these tools as our own resources as well. Business has been changing for decades upon decades and the good business owners have learned to adapt and stay ahead.
Wow … this is something that has been on my mind for a while now. I, like so many others out there, am a newcomer to the business and still trying to get things going more and more. The idea of “coexisting” is exciting and a little calming on the nerves because I’ve wondered what the photographers that have been in business longer than me thought about yet “another new guy” coming along. I’m very interested in what you’re thinking of Lawrence, and I’m glad to see that there are others out there that have thoughts that they are willing to share.
Brent
This is something I have been thinking about a lot lately. I see so many posts from photographers that are akin to “Buying the scalpel doesn’t make you a surgeon”, to “A camera didn’t make a great picture any more than a typewriter wrote a great novel”. I used to say similar things – I am guilty of it – and you know what? those statements helped my business NOT AT ALL. Don’t get me wrong – I understand this frustration, I really do. You’re trying to let people know that what you do is WORK, it has value, there is TALENT and SKILL involved, you didn’t just pick up a camera and click and create amazing work. I understand this frustration. But the more I read these complaints the more tired I am of reading them, and the less professional they sound. And I think, ick, I sounded like that.
Complaining isn’t making things different. This is not 2006, times have changed and they are not changing back, and if you don’t stop complaining and adapt, you’re going to be left behind. How much does the complaining help, really? How much better would it be to just take on this new challenge, and up your game? Challenge is what pushes us to become better. I understand the frustration as I experience it first hand – I’m undercut by less expensive, less experienced photographers often. So should I complain, or should I step up to the challenge and market myself better? Push my skill level?
I read this quote and I really liked it. I forget where I read it online, but is said: “Does a higher literacy rate mean literature is in trouble? Quite the opposite! A legion of humanity is making photographs for the pure love of it… how is this anything but great?”
John Mireles also sent out a great newsletter recently titled ‘Stop Complaining and Embrace Change’, where he addressed exactly these issues. It was great. I wish I could copy it here. When I read that newsletter, that’s when I realized that’s what I need to do – stop complaining and embrace change.
p.s. – Thanks Lawrence, for the french fries :) they were good.
Sarah
I’ve been hoping to publish an article of this nature for a long time now. I think the industry is changing dramatically. Each year, tens / hundreds of thousands of new photographers “go pro”. They used to say “oh, there’s room in the industry for everyone, I’m not worried about competition!” …but that is no longer the case, in the markets below $5,000. And the market below $2,000 has already been brutally executed. There is only enough room in the industry for a select few to survive by using the *volume* business model of shooting 200+ weddings a year for $999… And there is only enough room in the industry for 1-2 photographers per area to do the “overnight success” that seemed to happen to everyone who shot 30, 40, 50 or even 60 weddings their VERY FIRST YEAR IN BUSINESS.
Your points about the changes in advertising / marketing are indeed valuable. You’re so right in saying that newcomers are more adept at harnessing whatever the latest trend is; Twitter, Facebook, and SEO in general are often completely shunned by older pros who think they can survive in business based on their experience and images alone.
Personally, I’m hoping that something a little different happens, though. I’m not so much interested in jumping on all the latest social media bandwagons, as much as I see their value. I’ll certainly tag brides on Facebook and subtly effect a little bit of SEO here and there. But honestly? I’m hoping that QUALITY, STUNNING PHOTOGRAPHY comes back in style. I’m not just talking about decent quality images that satisfy a client enough so that you can focus on “marketing yourself”. I’m talking about timeless, stunning images that truly move a viewer, even if the viewer doesn’t have any connection to the subjects. I think wedding photography sorely lacks this, and I bet many will agree. Yes, the quality is great and it’s certainly amazing what some photographers create these days. But as I have seen people (including Jeff) discussing on twitter, …Is wedding photography really art? A lot of the times, it’s just a packaged product.
So as a business person, I know I need to take heed to these facts, and as you said- “Money is money. We do what we gotta do.” As a wedding photographer shooting full-time for ~2 years and part time for 3 years prior, I have spent too much time worrying about my images and not enough time solidifying the foundations of good business and long-term success. On the one hand that sounds crazy; you can never spend too much time pursuing your craft. But on the other hand, as you and Jeff are pointing out, we really do need to get our acts together from a business standpoint, if we want to survive each new wave of, well, college students who just bought a DSLR and say “yes” to shooting their friend’s wedding for dirt cheap…
=Matt=
I wonder how many photographers hit the facebook button just before this comments section, if you do and you have brides as friends wouldn’t’ that be wierd?
I’m pretty sure they’re already aware of the industry climate. Plus, a couple of comments here were previous clients :)
also, the new photographers who “teach” are doing it to make themselves seem credible, ( brain fart paradox ). What are they thinking? “oh I’m going to be as popular as a cheer leader after this” never mind how I’m just showing a bunch of high school graduates how to decimate an industry. I’m totally with the Tofurious philosophy on all this so don’t get me wrong, on the other hand I think that experience, the kind that Malcomn Gladwell talks about in Blink ( the hours it takes to become Genius at something ) has to hold some kind of value. Thats not to say the Mindy or Lukey couldn’t have started shooting non stop since age 5 and at 18 become a mind blowing photographer. Unfortunately, that’s not what is happening.
While I know this is a very unpopular topic and something I’m sure I’ll get flamed for, but it’s time for this discussion to start because I think true newbies are not the problem.
I think what frustrates me and my wife the most is MWCs entering the “pro” market as a hobby and not as a business. If you look at the numbers, the majority of newbies are women and a large portion of them are married with children because that’s how they found their “passion”, shooting their kids. Well when all of the family bills are being paid by the husbands paycheck, there is no pressure for the photography business to be treated like a real business. Some of these new “pro’s” are CRAZY talented and get tons of business but since they are not worried about putting food on the table and keeping a roof over their family they (I know this for a fact from too many discussions) refuse to raise their prices. This causes what would normally be $$$$ wedding (and portrait) photography to be sold for $ and brides know this and looove it. It’s like getting a BMW M3 for the price of a Honda Civic Si (or Jimmy Choo for the price of Payless). What’s even worse is if you spend any amount of time on some of the forums that cater to this segment of the “pro” market, they know what they are doing and egg each other on.
I understand that never has there been a time in photography history that “newbies and their new fangle idea’s” hasn’t caused veterans to moan and groan. However, this new segment is, in my and many others opinion, the cause for so much of the angst the photography industry in general is feeling right now and not the newbies who just don’t get it yet, because eventually they do or go away.
Sorry, I forgot to list our website and make on final observation. Most of us weddings only photographers need not worry for too much longer as the new “buzz word” for those only interested in making a buck is “Boudoir”.
[...] light at the end of the tunnel before even trekking down it. My previous blog post regarding ““4 Reasons Why The Wedding Industry Is Changing”” is another [...]
Thank you for posting this. Very insightful AND encouraging. :)