This article is lodged firmly within the ‘Photography for business’ category, because it essentially aims to inform anyone looking to commission a photographer. If, however, you are someone looking to set themselves up to provide pictures for new clients, I hope you’ll get something out of it, too…
I’m no expert when it comes to car mechanics. Far from it. I freely admit this and, on occasions when my car needs fixing, it is duly taken to my local garage for repair. Of course I want to know, in advance, what the final bill will come to but – and here’s the thing – I appreciate that these people have a skill set which I don’t and I expect to pay accordingly. They are trusted suppliers, so I know they won’t rip me off, and I also know that their rates for a given job will be a fair reflection of the work undertaken.
The same is true of any individual or organisation, of course.
But when it comes to photography, a lot of people in business are very quick to cut corners with the belief that they will be saving themselves money if they don’t hire a professional photographer. Okay, so in the short term this is true; less money going out of the bank equals more profitability. That’s a given. But beyond that…?
The truth of the matter is that doing it yourself – a la “Bob in Accounts is pretty handy with a camera” – really is a false economy. If you do manage to produce some pictures you’re happy with, how long will it take to get those results? Chances are, your time could/should be more productively spent.
The world of professional photography is loaded with myths and assumptions. For example: all photographers charge extortionate rates, photo shoots take up all of your day, commissioned pictures can only be used for a set period of time… the list goes on. Very often, there is no truth in these sweeping statements – certainly when it comes to the sort of imagery you’re seeking.
Photographers, as you can imagine, know how to get the best out of their subjects. This has to do with people management, lighting, camera skill, organisation, insurances, styling, props, location scouting, research, creative meetings – and it is these qualities which you are paying for, not simply the moment when s/he presses the button.
Websites are a great example of how you can make a big impact using photography, especially in conjunction with the rise of social media. But I’ve seen some fantastic-looking sites fall down purely on the strength of their ‘meet the team’ page. Clean lines, well laid-out text, but then you see pictures of staff members with expressions akin to rabbits caught in the headlights. Photographs like this do nothing but scream out ‘we did these ourselves rather than pay a professional’. How do you think this looks to would-be customers?
First impressions count for a lot. We all know this. So why take the chance when planning or implementing your marketing material? For a small outlay covering photography (which really should form a key component in your marketing strategy, by the way), you’ll be able to instil confidence in your clients, old and new, the confidence that you are professional and well worth their time and money.
So, as a parting thought, consider this: Don’t think of photography as a cost; rather, think of the value it will bring to your business.
