Engagement Session
Who: Gina + Max
Where: Chicago, IL
I like to read vendor reviews.
I’m a little odd like that. Because typically the language in them makes me all anxious. Words like “disappointed”, “furious”, or “terrible”. These are not even reviews directed at me and they make me sad and terrified for the future of all small businesses.
Mostly because I know what a bad review can do. I’ve seen it. In the wild. I’ve seen the internet mobs descend and it is terrifying.
So, over 10 years in business I’ve always tried to keep myself on the up-and-up regarding what clients WANT. What makes people happy? How can I best serve people?
Just the thought of making a client unhappy makes my blood run cold. I hate the idea of disappointing a client, at any turn.
But, I’m human. And human beings are, if anything, entirely fallible. We are going to screw up at some point. We all do. We mess up an order, we forget something, the work is not as incredible as it could be. IT HAPPENS.
To everyone.
And if you’re thinking there are perfect people out there who have never screwed up in business….I have a bridge I’d like to sell ya, dude.
But, there’s screwing up and making it right….and then there’s MURDERING your business.
I’ve seen that too….and it’s always very sad to watch. So, I thought I would write up a quick how to guide….so you know what behavior you know to stay FAR away from.
(Note: Most of this is wedding and portrait photography specific in my own little head….but can be applied to any small business really. )
NEVER IMPROVE YOUR PRODUCT OR SERVICE
You should ALWAYS be learning, growing, and improving. If you think you’ve made it….now I can rest on my laurels and keep churning out the same thing year after year….you’re going to run into problems. Even restaurants that have been open for eons have to add things to the menu to stay relevant.
If you are a newbie and you just want to get to a point where your work is simply “acceptable”, you’re barking up the wrong business tree.
I always want to learn new things, always want to improve what I can offer folks, and I always want to do MORE and do BETTER.
2. OVERPROMISE AND UNDERDELIVER
Look, I accepted it and so should you: We are ALL in an industry that is very crowded (photography in general). The low barrier to hanging out your shingle means that when someone is looking for a wedding photographer or portrait photographer, they are confronted with so many options that I don’t know why EVERYONE doesn’t just elope or forego choosing all together. It can be major choice fatigue.
This can cause us to want to offer people the MOON. Pick me and I’ll give you what that other guy won’t !
This is SUPER tempting, especially when you’re face-to-face at a consult….but it’s folly and let me tell you why:
You’re going to get overwhelmed with what you promised….some promises can never be kept no matter how good your intentions are. You’re going to forget what you promised to whom. It’s a hot mess waiting to happen.
The old customer service adage stands true: underpromise and OVERdeliver. Promise what you know you can offer up…and then blow folks away with your level of service and artistry. Throw in something extra in the end. But, know your limits.
3. BE A TERRIBLE COMMUNICATOR
I will be the first to tell you that I am a little…well, Type A….when it comes to communication. The thought of someone waiting for me to get back to them gives me literal hives. I’m allergic to it.
I once had someone email me and say “Why haven’t you responded?!”….turns out their email had slipped by in the midst of others and gotten accidentally deleted. I was mortified and I thought about it ALL week….how that client thought they didn’t matter.
That’s how our clients feel when we don’t communicate with them. I cannot TELL you how many reviews I’ve read where clients get completely ghosted by their photographers (or any service provider…..ever tried to build a house? Oy.) And I get it…LIFE happens. People we love get sick, they die, we get divorced, our kids get sick….that’s LIFE. But, I also know this is my livelihood and part of that is TALKING to my CLIENTS (and potential clients…..seriously folks, if someone inquires with you…EMAIL THEM BACK!)
4. BE EVEN WORSE IN PERSON
This kind of goes along with being a bad communicator…..but, if you are a socially inept creepy person…maybe photography isn’t the gig for you.
How do you KNOW if you are a socially inept creepy person? Well, you probably don’t…..but when at a wedding, directing and getting along with folks….making grandma happy and having the dad smile at you and give you a thumbs up…these things should just HAPPEN.
Are you getting feedback that you’re rude, impersonal, or (like I read on a few reviews) your hygiene isn’t up to par (I know!? What?!)…then it’s time for a MAJOR personal overhaul….and perhaps a new line of work.
Photography…hell, customer service in general….is a very social game. And, believe me….I am NOT the person who eases into these situations with the grace of some socialite or something. It takes WORK….I’m horribly introverted at times and I know it.
Self-awareness is HUGE if you don’t want to murder your business.
5. BE SLOWER THAN A TURTLE STUCK IN GORILLA GLUE
So here’s the thing….there’s kind of an ongoing debate, especially with regards to weddings, on turn-around. Some say quick (and quality of course) is great because the couple are still in that wonderful glow of “We just got married!!!”. Some are in the camp of up to 12 weeks or more before turn around because they are delivering a bespoke type product that takes lots of time and effort to perfect.
And I totally understand both arguments. I do.
When it comes to delivering my products, I always think “What would I want”?
When we got married (before Facebook was even really a thing)….it took us WAY longer than what was promised to us to get our wedding pictures. We waited months….and when we finally did get them all we got was a Staples DVD with our named written on it (misspelled) in black magic marker. Most of the images were not even edited. So, I’m not sure what was taking so long.
I learned a LOT from that experience…..and I never want my clients to feel the way I felt. Like I wasn’t worth any effort.
A lot of the complaints I read online are from people who either NEVER got their images (holy. crap.) or got them a LONG time after their session or event.
This comes back to promises and delivery. Be HONEST with what you can handle. Don’t disappear.
And if you get in a pickle and you scheduled WAY too much for yourself and can’t keep up, you need to contact EACH CLIENT and explain that to them.
Which leads me to…..
6. BE A LOUDMOUTH ON THE INTERNET
I have a big mouth. If something bugs me, I’m likely going to write about it. Because dammit, I’m a writer! (I swear, I am…even if just in my own head). But, I know my limits.
But, if a client gives you a bad review….or you fall behind…or something negative happens with regards to your business….for the LOVE OF ALL THAT IS GOOD AND HOLY keep that shit off Facebook. Seriously. Don’t write some pages-long diatribe about how “you’re a person too” or about how hard you work blah blah blah. Because here’s the thing, dude. NO ONE CARES. All your clients care about is how they didn’t get what they paid for. Plain and simple. Some big non-personal Facebook novel isn’t going to ease minds. If you have time to do all of that, you have time to get your business shit together.
If you screwed up, talk to the client involved about that PERSONALLY. If they take to the internets to smear your name, talk to them PERSONALLY. If you need to respond to a false review, do so succinctly and professionally. If you can’t handle that…hire someone for you who can. It’s THAT important.
If they tell Yelp that you gave someone AIDS (yes….this HAPPENED to a photographer!) then sue the pants off of them.
And win.
But, stay classy online. People are watching.
7. BE A NO GOOD DIRTY THIEF
There is a line that must not be crossed with regards to the creative arts….and that line is plagiarism and photo theft. This happens more often than you might think (my friend has made an entire SITE out of people who steal photos! Check it out @ http://stopstealingphotos.com/)
But, there are plenty of people….newbies and famous “rockstar photographers” alike who seem to think that line moves with them…or doesn’t exist at all.
If you need portfolio fodder….then do free shoots like the rest of us did….or set up a styled shoot. If you want to write a blog but you’re a shit writer, hire a writer. Or don’t write a blog…do something else.
If you want to be an inspirational thought-leader on Instagram….don’t do it by stealing the quotes of others.
Just, be kind. Seriously.
8. BE SUPER CHEAP
When you are super cheap you’re going to be REALLY busy….and that’s going create a false sense of security that you are either A. Really good at photography or B. Really doing something right.
Neither are likely true. If you are REALLY good, you’re going to want to raise your prices just to get to the clients that REALLY appreciate your efforts and level of creativity. If you’re really doing something right, it will be easier to maintain than the onslaught of cheap clients coming your way is going to be.
You don’t want to be the guy that was hired SIMPLY because he underbid everyone else. Then what you produce starts to not matter so much….and that is NOT why you got into this game.
Am I saying you need luxury level pricing? God no. But, you need to be in line with what is industry standard. Otherwise, a trickle down affect is going to happen. Clients are going to start to wonder why EVERYONE isn’t “$50 and files”…..and they’re either going to maintain that EVERYONE ELSE is far too expensive….or that there’s a good reason you’re so cheap and that reason is you suck.
Neither of these are good outcomes.
If you need help establishing living-wage pricing, think about getting a mentor that can assist you with the financial side of your business.
9. BE TOO BIG FOR THOSE BRITCHES OF YOURS
There are some shooters out there who can just be ON.
They are world-renown….everyone loves them….they have a bajillion followers and when they fart people plunk down money to find out exactly why it smells like lavender and looks like rainbow puffs.
That is about 0.01% of us.
The rest of us are service providers who need to check ourselves before we literally wreck ourselves.
This mean have GUIDELINES but being flexible when it makes sense to be.
This means if you’re at work….you’re at work….and if you don’t get seated in a preferable seat during dinner, maybe you should just let that go…because you are not the priority (I’ve totally eaten crouched in a corner like Gollum…let’s be honest, I eat in about 6 minutes flat and then it’s back to the coal mines). Maybe don’t down several glasses of beer from the bar? Maybe…..
This means if someone comes to you with a complaint about images….as PAINFUL AS THIS IS….look at the work and really consider if you offered up your best before digging in your heels.
This is all very difficult.
I get this. And I am by no means saying that you can’t have things in your business you won’t stand for. I’ve weathered some particularly nasty situations in the past that have led to major contract changes (for one, you gotta feed me…or at least let me go get food….this after I suffered through a 10 hour shoot with nothing but cocktail cherries).
And I totally get that some people can NOT be pleased. No matter what. You need to protect yourself if you can and you DO need to learn to stand by your work when it’s warranted.
But maybe ask yourself if you’re being difficult too? It’s a two way street, this service thing….
In all honesty, to me anyway, I find businesses a hard kill. I think you have to try pretty hard to be terrible. I get that some folks just don’t have “it”….but in so many way, “it” is simply common sense.
How do YOU want to be treated?
How do YOU want to be served?
Apply that with every interaction. If it’s wrong, make it right. Realize some criticism can be constructive (I need to work on this SO much, I take criticism to heart and it tends to ruin my entire LIFE for at least a few days, no matter how minor it may be).
You LOVE your business like it is a living, breathing entity so TREAT it as such…..and don’t murder it.
Want to learn how to shoot weddings? Maybe you’ve WANTED to but you’re kind of freaked out by the whole concept?
I’m putting together a comprehensive E-Workshop that will help you break into the wedding world with aplomb.
Hop up to the top of the page and sign up for TYPE A MAIL. You’ll get a nice freebie PLUS you’ll be the first to know when the Wedding E-Workshop is LIVE! You’ll be able to download it and soak it in on YOUR time!
Who: Cong + Alyssa
Where: Ironworks Drive + Beloit College Campus
Could I sound more "sales-y"? More "act now"?
Yeah, probably.
But this is all free, folks. So, you know, read it if you want to. Pass it on if you feel like it.
I reflected on 10 years of full time shooting and wanted to write down what I did RIGHT that led me to not only supporting my family with photography funds, but cash flowing things like trips to Disney, investments, and a new house.
Yes, you CAN be a full-time professional photographer. It can be done. But, it's not as easy as just putting your name out there and hoping you get bookings. These 10 Steps are also not a guarantee of jack squat. It's just what I did. There's definitely more than one way to skin a cat (gross).
But, I've been full time since Day 1. I've also supported my family and then some as the breadwinner since Year 1, so....you know....I have to be doing SOMETHING right.
Right?
1. Be Serious. Seriously.
This is not a situation where someone sends you a box of goods and BAM, you have a business (I'm looking at you, MLMs). If you want to be a full-time, working photographer it has to start as a real business. This means you should sit down and write out a business plan, figure out your financials, apply for a business license, and register to pay taxes. Yawn, I know, but if you want to be taken seriously....you need to be serious.
2. Portfolio Build the Correct Way
Portfolio building should really only take a month or two, if you work it right. You shouldn't be a year in and still charging "portfolio building" prices. If you are, you're doing it wrong. Set up a marathon session day with a variety of folks. If you want to do this for free, be my guest. If you want to charge a little for your time, that's cool too. Make it ABUNDANTLY CLEAR that you are portfolio building and that these prices are not your real prices going forward.
If you are set on being a wedding photographer, portfolio building may take you a bit longer. I was kind of a special case as I never second shot until I was well into my own full-time business. I took on lower-price weddings to start with and worked my way up. You have to be VERY comfortable with your ability to capture a wedding to start this way. Second shooting is preferable. Find someone cool who will let you use your second-shooting shots in your portfolio. I allowed this, but it's not cool with everyone, so make sure you ask first.
3. Shoot What Sells
You may really like shooting pictures of bees or bridges or whatever, but you may have a tough time making a full-time career out of being your area's premiere bee photographer.
Portraits sell. Weddings sell. Headshots and events sell. Everything else should be filler. A hobby.
And be aware, you may have to take the unsexy job sometimes. I've shot many a college awards banquet. I've photographed power equipment. I used to shoot magazine work for a magazine that catered specifically to a local hospital's waiting room. Yeah.
But it paid. Those unsexy jobs can fill in the slow time between the sexy wedding work.
If you don't like shooting portraits, you don't have to. You can also niche down and only shoot a certain TYPE of portrait. If you don't like shooting weddings, you don't have to, but you better be ready to sell the crap out of your portraits.
Which brings me too......
4. Get Ready to SELL
Being a photographer is a service-based business, but if you're a bad salesperson you're going to have a really tough climb to full-time success. You have to sell yourself (not in THAT way....we are not doing that sort of photography here....), you have to sell your prints and products, you have to sell your TIME. It's up to you to convince the consumer why they should hire you over Joe Schmoe Photography up the street. And believe me....there is ALWAYS someone else up the street.
5. Be AWARE of Your Competition, but Not Too Aware
Being obsessed with your competition only really leads to one thing: unhappiness. Seriously, there is always going to be someone cooler than you. Trust me. And let me put it out there right now, there's about 700 photographer in your general area. They're all fighting over that same photographer nickle and probably 50% of them (AT LEAST) are better than you, cooler than you, have more followers than you, charge less than you, or have an "in" that you don't have.
You cannot let this consume you. It'll take your ship down faster than anything. I know it's hard. BELIEVE ME I know. I've weathered 10 years of this stuff. I've seen photographers come and go. I've seen people who started YEARS after me reach the pinnacle of success.
You need to roll with it. It'll always be there. Get in good with your local community. They will be your best allies and best source of referral work.
6. Save, Don't Spend.
One way we have been able to thrive under my self-employed income (which is way variable, let me tell you) is we don't spend like drunken moms on Black Friday. We save a lot, we are frugal with our money. When it comes to funding my business, I try to buy what I need and really think hard about what I want. I've been using the same lenses for years, the same camera bodies for years, and the same Pelican case for years. They are MEANT to be sturdy and used. I don't need to upgrade my equipment every season. I don't need the BEST and the COOLEST of everything....and believe me, there's a lot of shiny shit out there.
Don't take on a studio if you don't need the overhead....and don't intend on shooting studio work. Even if you think it makes you look more legit.
Save at LEAST 25% of everything you earn for taxes.
Save another 25% for "slow months". Because they're comin'.
7. Decide What You Want
And this will probably change. Especially if you're a person who gets bored easily. But, a lot of successful "photographers" people see out there aren't really shooting anymore. They're teaching. They're influencing. They're workshopping. They don't need to shoot, so they don't.
Trust me, the absolute obsessive LOVE you have for photography right now is going to wane. It just will. It's like any other job. I still REALLY REALLY like my job, I do. But, I have other passions as well....and I have days where shooting is the absolute last thing I want to do.
Decide if you are in it for the long haul. My schedule is set sometimes a year or even two in advance, being a wedding photographer. I start booking high school seniors for the next graduation year the winter of their junior year. So, you need to take a long, hard look at your demeanor and decide if you want to be a shooter or you have dreams of being a popular workshopper. Not that there's anything WRONG with that, but there's some dues-paying that needs to happen on both ends.
8. Make Sure You Don't Suck
Seriously. Get a mentor. Someone who is going to be 100% honest with you about your skill set. I've seen some folks out there who shoot for years and gather lots of low-paying gigs and seem happy being that insanely busy, but their work never improves. They never move up. Trust me, there are plenty of folks out there more than happy to pay $50-$100 a pop for absolute garbage work. It can pull the wool over your eyes and make you think that you're doing okay. This is a sure-fire way to burn out and burn out fast.
Maybe the photographer is fine with that. Maybe that makes them happy and whatever, you do you. But, we are talking about making a healthy, full-time income here.
You're not going to see too many full-time, consistent working photographers who bring home 6-figures (which is completely within' the realm of do-ability, trust me) who suck. Some may be BORING. Some may be trendy and some folks may not like their "style"....but they don't suck.
If you can't get your head around things like exposure or sharpness, light or proper editing.....slow your roll. Take a workshop or two. GET A MENTOR.
9. Service-based Means SERVICE-based.
Like I said, photography is a service-based business. People are paying you to provide them with a service. If your level-of-service leaves a bit to be desired, you need to check yourself. People TALK, yo. Especially with social media being so prevalent.
So....
- Don't fight with clients online or spill dirty client laundry online. I can't TELL YOU how often I see this and I just want to smack that person around like Batman does to Robin. It's trashy. Stop it.
- LISTEN to your clients. They may not always be right, but they want to be heard. You will get crappy clients...they happen in every business. It's how you handle those clients that are the true test of your professional acumen.
- Stop going online and saying how "you're only one person" and that is why you're not turning around work fast enough or people need to stop bugging you about sessions because you're "only one person". Seriously? Charge more and take less work. There. Fixed.
- Don't let one crap client kill your buzz for the business. If I did that I would have been done in 2009. I'll say it again, you are GOING to have rough days, tough clients, and you're GOING to screw up. Everyone does. You are human. Just focus on not screwing up so badly that it's not fixable. (See #8)
10. Don't Get Too Big For Your Britches
This is a bit of old-lady advice from your kindly Grandma Type A.....don't get a big head. At least not before you're entitled to it (I mean, hell, if you get hired to photograph the president or something, you go ahead and gloat).
- Use social media wisely....convey your personality, get to know people....don't use it to talk non-freaking-stop about how amazing you are. Let your work and service speak for itself.
- NEVER STOP LEARNING. You may think you know it all and at some point it all becomes second nature....but you can ALWAYS learn more.
- Realize, sometimes, you're not too good for the free shoot. It can feel REALLY good to volunteer your services for someone who needs it or will benefit from it. It can also feel REALLY good to do a fun personal project. Don't lose your love of the craft.
So, there it is. And trust me, I could keep going. 20 things. 30 things. Just know, behind it all, is that you can't allow old-timers to tell you that being a full-time photographer isn't a viable option anymore. It is. It's just a hell of a lot more work than it used to be. There's a whole new world out there with social media and it separates the wanna-be's from the already-are's in many ways.
So share this. Spread it around. Give someone you know a little hope. Or, read it over when you need a little reassurance that if full-time photography is what you REALLY want to do, there are plenty of us out here doing it, year after year, proving it can be done.
Who: Stephanie + Angie
Where: The Ridge Lake Geneva, WI + End of the Line Caboose
