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How To Avoid The 12 Deadly Mistakes People Make When Hiring A Photographer
Copyright (c) 1999 by David Horland. All rights reserved.
Anything and everything that has to do with cheap low-end, mass produced, assembly line, cookie-cutter style of photography is a lousy investment, compared to the value you can get from an independent professional photographer.
For starters here's what to do immediately: STOP
Do not hire a photographer until after you read this consumer's guide. Make your decision NOW to avoid the deadly mistakes 99% of all people make when hiring a photographer.
Deadly Mistake # 1: You Hire A Photographer Based On Shopping For Price Instead Of Shopping For Value.
First, let me explain the difference between a commodity product and a customized product. A commodity product is something that is produced on an assembly line. Each product is the same as all the other products produced on the line. Some examples of commodity products are: dishwashers, video cassette recorders, televisions and telephones. How do you know when something is a commodity product?
Here's a simple test. If you return the product, can the merchant sell the product to someone else, after you have returned it? (Assuming it's undamaged and in its original package). If your answer is yes, then you have a commodity product.
Lets say you go to the store and purchase a television. Two days later, you return the television undamaged. Can the television go back on the shelf and be sold to someone else? The answer is yes. Therefore, a television is a commodity product.
The opposite of a commodity product is a customized product. The difference is that a customized product in not made on an assembly line. It is customized especially for you. Some examples of customized products are: video training tapes created for a client company, advertising created for a client company, printing, wedding invitations, and photography.
Yes, photography is a customized product and you need to understand this, to avoid Deadly Mistake # 1. How do you know if something is a customized product? The same test applies. If you return the product, can the merchant sell the product to someone else? If your answer is no, then you have a customized product.
Lets say you go to the print shop and get wedding invitations. They are printed with the date, time and location of you wedding. Two days later you return the invitations. Can the invitations go back on the shelf and be sold to someone else? The answer is no. Therefore, you have a customized product. Who else is going to want wedding invitations with the date, time and location of your wedding on them? No one. The merchant can't sell them to anyone else.
If a printer prints a brochure for you, and you return it, can the printer sell it to someone else? The answer is no. The brochure is a customized product. It's the same way with photography. If you return portraits to me, can I sell your portraits to someone else? Who else is going to purchase portraits of you or your family? No one. Therefore, portraits are a customized product.
Lets say you're a business, and I do a product shot (of your product) or photo illustration for you. It has been created especially for you. The same test applies. If you return the photos, can I sell them to someone else? What other business is going to want your product shot or photo illustration? No one. Therefore, your commercial images are a customized product. I can't sell them to anyone else.
You must understand that photography is a customized product, if you are to avoid Deadly Mistake # 1. Second, let me explain the differences in pricing between a commodity product and a customized product. A commodity product has a market price that is accepted as the general going price that one would expect to pay.
If you do some price shopping for a 27" color television, how much does it cost? About $299.95 or maybe $329.95 or maybe $349.95 (1999 prices). It will be in this general range. Commodity products have a fairly set price range. (However, prices are never set by law). They are set by market supply and demand.
A customized product has a market price that is based on total value. That means whatever you get (product or service) for a certain price, you also get value that is equal to or greater than the amount of money you paid.
Now, lets talk about shopping for a commodity product. You're going out to buy that 27" color television. Does it matter which store you buy from? Not really. Why? Because the television is a mass-produced assembly line commodity product. It is exactly the same product, no matter where you buy it! All you need to do is figure out what brand and model you want. Then go shop the stores and buy at the lowest price, because the television is the same product regardless of where you buy it. This makes perfect sense when shopping for a commodity product.
However, this makes no sense at all when shopping for a customized product, like photography. When shopping for photography, you need to look at the value you are getting for your money, and not the price you are paying. I will go over what you need to look at to determine value as I discuss the contents of this consumer's guide.
For right now, you need to understand that photography can't be compared apples to apples, one photographer against another. You have to decide if a certain photographer is offering what you want. Does that certain photographer offer a combination of product and service that meets your wants? Is that certain photographer "right" for you? This is how you shop for value.
Don't make decisions based on low prices! That only works for commodity products. Not for customized products like photography!
Retail stores sell the same mass-produced commodity products. This is why they beat each other to death on providing better customer service. Customer service is the only area of their business where the store can make a difference. They are all selling the same products.
Often, they don't know how to improve their customer service to add value for the customer. So they resort to price cutting tactics and price wars, that many times drives them out of business. This is not the case with photographers. Any serious professional photographer will not engage in price cutting tactics against another photographer. (After all, no two photographers will ever produce a photo job exactly the same way). If you come upon a photographer that does engage in price cutting against the competition, RUN (don't walk) the other way! (The price you pay will be reflected in the results).
Photography is by nature, a customized product and photography is NOT the same at all photo studios. Cheap low-end photo studios will cost you more money in the long run, because the job will have to be done over, or you will live with photos you don't like. Worse yet, they will charge you quite a bit of money to make corrections, if they can make them at all.
The most expensive photography you could have, is photography that you don't like! If you're not happy with the photos (at whatever price) then you paid too much! So it's very important for you not to judge photographers or photography studios based only on their prices.
You should keep in mind that you only deal with your investment in portraits at the time of purchase. A few years later, you won't even remember how much you paid. That's how insignificant the price will become. As the years pass, your portraits will come to have great sentimental value. That's a value you can't begin to put a price on!
Most things you purchase eventually become worthless, but portraits become priceless! They will still be here long after you are gone. Your family will pass them down through the generations for hundreds of years to come! (Yes, they will last that long with proper care).
If you're a business, think about the value photography will have to your marketing materials and advertising campaigns. Photography can help you make millions of dollars over the years! Your commercial images will have value for as long as you use them. Even after you stop using them, they might be remembered by people, if your advertising campaign was successful.
Value is what you get, in total, for the money you paid. A cheap price is just a cheap price, for cheap services and cheap products. There is no real value attached to a cheap purchase! Cheap is too expensive every time! When it comes to photography, don't shop for price. You need to shop for value.
To avoid this deadly mistake, ask yourself "what am I really getting in exchange for my money?" Take into consideration the total services and total products being delivered by the photographer.
Deadly Mistake # 2: You Hire A Photographer Who Fails To Guarantee His Work.
Any photographer you hire who doesn't guarantee his work, is a photographer you should not be hiring. How can you have confidence in a photographer, when the photographer won't stand behind his work? Ask what guarantees are being offered. Watch out for vague or general guarantees. Specific guarantees are better. If the photographer is not up-front about guarantees then don't hire that photographer. Ask if deposits, fees or any monies paid out by you are refundable.
Warning: Many photographers won't give back money, once you give it to them. To avoid this deadly mistake, ask for guarantees and refund policies in writing. If you don't like the guarantees and refund policies, look for another photographer.
Deadly Mistake # 3: You Hire A Photographer Who Doesn't Supply You With Reference Letters, Testimonial Letters, Or Letters Of Recommendation Of Any Kind.
This is an absolute must see, before you hire a photographer. You must insist on seeing reference letters, testimonial letters or letters of recommendation. These letters are the only real world proof, that the photographer can and will deliver what is promised. Some of the letters with have phone numbers and/or addresses. You should consider contacting a few people who wrote the letters.
Ask how they feel about the products and services delivered by the photographer. And what do they think of the photographer? If the answers you get satisfy you, then the photographer checks out o.k. in this area. Warning: If all of the photographer's reference letters aren't checkable, they are highly suspect. Don't hire that photographer. Move on and look for another photographer.
Be aware that some people are not willing to give their address and phone number on these type of letters, because they don't want strangers contacting them. Many letters coming from consumers won't have contact information, but some will.
Any reference letter coming from a business should be on company letterhead. If it's not, then it's highly suspect. As long as the photographer has some checkable references it's probably ok to still consider hiring him at this point. To avoid this deadly mistake, you must see checkable references.
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How To Select A Wedding Photographer That's Right For You and Have The Most Magical, Romantic, and Emotional Wedding Day Of Your Dreams!
8 Amazing Secrets Revealed
Copyright (c) 1999 by David Horland. All rights reserved.
What you really want on your wedding day is expressive, sensitive and beautiful wedding photography, but you also want to have a great day at the same time! Anything and everything that has to do with cheap low-end, hurried, rushed and frantic out of control photography is a lousy investment, compared to the value you can get from an independent professional photographer.
For starters here's what to do immediately: STOP
Do not hire a wedding photographer until after you read this consumer's guide. Also be sure to read Chapter 1: How To Avoid The 12 Deadly Mistakes People Make When Hiring A Photographer, as this information also applies to hiring a wedding photographer. Make your decision NOW to avoid the mistakes 99% of all people make when hiring a photographer.
Secret # 1 Revealed: How To Have A Great Time On Your Wedding Day.
You want the most romantic, beautiful, emotional, wonderful wedding day anyone can ever imagine. Isn't that the most important thing to you? You want to see all your guests, talk with them, thank them for coming and you want to enjoy your wedding day! You want everything to go just right.
Well, I have to let you in on this: a lot of brides and grooms don't have a great time at their wedding. That's because they are so darn busy taking photographs, they never get a moment free to see and spend some time with their guests. The photographer always wants them for one thing or another. They just don't have a great time on their special day. Don't let this happen to you!
So, how do you have a great time? Select a photographer who is not going to monopolize your time and keep you away from your guests. Average run-of-the-mill photographers are like a "bull in a china shop". They show up at your wedding and push their way around. They upset things. They hold up the flow of your wedding day! And this happens because the brides and grooms want really nice photographs, so they let the photographer run like a "bull in a china shop".
Well guess what? (I hope this doesn't stock you). Your photographs are not the most important thing to you! But if you talk to the average run-of-the-mill photographer, this is what they will tell you. "Your wedding photos are the most important thing to you. After your wedding is over, the food will be gone, the flowers will be dead, the band is gone and the only thing you will have after your wedding is over is your photographs". Whatever you do, don't hire a photographer who says that (or something similar) to you. Because that photographer will try to run your wedding day, and ruin it for you!
Remember this: the most important thing on your wedding day is not the photographs, it's your time, your emotions, your relationships, your family and friends. These are the factors that will truly allow you to enjoy your wedding day!
So how do you have a great wedding day? Select the right photographer carefully. Select a photographer that understands your wishes, and will take really good care of you and your wedding party and not ruin your special day.
Secret # 2 Revealed: Meet The Photographer In Person, Before You Make Any Decisions! This is very, very important!
Be absolutely sure you like the photographer and you want him at your wedding representing you and your family. Make sure your photographer is not a "bully" and won't try to run your wedding. Remember the photographer is working for you! You are not working for the photographer! It's your wedding day, it's your party, it's your family, it's your friends and you're the boss!
Secret # 3 Revealed: Be Absolutely Sure The Photographs You Are Shown, As Samples Of The Photographer's Work, Were Actually Created By The Photographer Who Will Be Photographing Your Wedding!
You are probably not aware of this, but many photography studios hire part time photographers who are college students, or out of work photographers, to photograph some of their weddings for them! So be sure when you meet the photographer, he is showing you his own work! Otherwise, you might be really disappointed later. (Hint: read chapter 1, I'm referring to deadly mistake # 4).
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How To Get Started In The Modeling Business
Copyright (c) 1999 by David Horland. All rights reserved.
How To Get An Agency
So you want to become a model? Do you have the talent and self-esteem to make it happen? If you're one of the few people that can make the proper commitment to go after a modeling career, the first thing you need is an agent. Agents come in all sizes and shapes. Regardless, you need to check out any prospective modeling agent or modeling agency with the Better Business Bureau (BBB) in your local area. Do this even if you think the agent is okay, and do it before you ever contact the agent or agency. Of course, use common sense. If the BBB has complaints on file, look for another modeling agency.
To get a modeling agent, you have to contact a modeling agency and ask for an interview. The best way to make contact is to send a letter with 2 or 3 photos of yourself. They don't have to be professionally made photographs. Decent looking snapshots will do for now. Try to have one photo be a full length photo. If the agent is interested in talking with you, you'll get a phone call. If no one calls after about 2 weeks, make a follow up phone call to the agency. Ask if they have received your letter and ask for an appointment to see an agent.
Another approach (if the agency is near your home) is to just walk into their office and ask to make an appointment with a modeling agent. Bring your snapshots to show. You might get lucky and get an interview right there, and not have to make an appointment.
To locate modeling agencies use the yellow pages, personal recommendations from people you know or go to your city government building and get a list of modeling agencies from the department that issues occupational licenses to modeling agencies. If you can't find the information you need at the city government building, go to the state government building. Modeling agencies are regulated by the state and must have a license to operate.
When you get your interview with a modeling agent, you want to ask the following kinds of questions. How will you market me to prospective clients? How much money will I have to invest right now and over the long term? How quickly do you think I will get modeling work? Do I require any changes such as a haircut, weight loss, etc. How much commission (percentage) will you take from my modeling fees? What will my hourly rate be? How and when do I get paid?
Basically, a modeling agent has two major jobs to do for you, if he agrees to represent you. They are; 1. Put your face and image in front of people that hire models. 2. Negotiate the fee you will be paid for your services. There are many other things a good modeling agent can do for you, however, if your agent is not doing the two things I just stated above, it's time to get a new agent!
Once a modeling agency takes you on, they should be sending you out on interviews with prospective clients that are considering hiring you as a model. In the modeling business, they may refer to this as a "go see". When you do "go see" the prospective client always bring a portfolio of your work. Whatever you do, NEVER quote a fee for your services. If the prospective client asks you "how much", just say "you'll have to discuss that with my agent". Your agent will get more money than you can, so remember, let your agent do his job!
Putting Your Portfolio Together
If you are going to work as a model, you will need a photographic portfolio to show to prospective clients. You must hire a professional photographer to produce this portfolio for you. A good modeling agent will tell you that you should be photographed by more than one photographer. Your agent might make some recommendations, or he may not want to. Some agents prefer that you find your own photographer that you are comfortable working with. The choice of photographer is very, very important because the photographer can make or break your modeling career!
As a minimum portfolio just starting out, you really don't need more than 5 or 6 different images. That is different types of "looks". Later on down the road you may have 10, 20, 30 or more images in your portfolio. But as a beginner, 5 or 6 will do. Remember, you only want to show your best photos in your portfolio. If you have to make an excuse for an image in your portfolio, then take it out! If you have a good photographer, you won't have to worry about any poor images creeping into your portfolio!
Whatever you do, make sure you hire an independent professional photographer. This is a photographer that owns is own photography company! This kind of professional photographer will be motivated to do outstanding work for you! Why? Because his career depends on it!
The key is to find a photographer that you are comfortable with. Then let him guide you through the making of your portfolio. The photographer will be able to make you a "composite" when you need it. Should you get photographed first? or find an agent first? It doesn't really matter. You may want to get photographed anyway, even if you don't get an agent. Another good reason to go ahead with your photo session is to get some modeling experience in front of a camera.
A good way to get experience in front of the camera is to call a photographer and ask if he will "test" with you. Not all photographers are willing to "test" with you. And some photographers will refuse to photograph new prospective models trying to break into the modeling business! And if that stops you in your tracks, then you don't have the tenacity to become a model.
Here's what "testing" means: "Testing" is a photo session that the photographer does without charge to you. He pays the bill for film and processing and printing. He gives you one or two photos for your portfolio. The photographer gets to use the photos in his portfolio too. Basically, that's what "testing" is.
Don't expect a photographer to shoot a whole portfolio for you on a "test" session. He'll probably only do one "theme" or "look" with you, and limit you to a selection of one, maybe two photos. Anything beyond that, you should expect him to charge for. "Testing" with a photographer is a good way to see if you like working with the photographer. And that works both ways, remember some photographers won't "test" at all. Just because a photographer doesn't "test", that's no reason to put the photographer on your blacklist. He may just be too busy to do "testing" with new models.
CONSUMER ALERT! Warning: don't get sucked into this! There are companies that call themselves "model agency" or "model management" companies. The way they operate is to recruit "new models" with "new faces" for the modeling industry. They may tell you they are conducting a "model search". Sometimes they will claim to be associated with the big nationally known modeling agencies. Most of the time these types of companies won't talk about representing you (be your agent) but, they will imply to have contacts that can jump start your modeling career.
You certainly do not have to get involved in any "model search" promotion to get into the modeling business! Keep in mind that any real modeling agent who thinks you have the talent and tenacity to make it, will want to represent you (as your agent) if he feels he can help you in your modeling career, and if he has the time to take on another model. So why mess around with some "middleman" type of company that says they have contacts? You can go apply directly with all the big modeling agencies all by yourself if you want to! You don't need to go through a "middleman" type of company.
The true goal of these types of companies is to get you all hyped up and excited about modeling and then sell you a rather large (usually worthless) photo package. I say usually worthless because they might supply you with small paper photos from your photo session. These little prints are worthless, because any model serious about the business is going to have what is called a "composite" made. A "composite" is a single sheet with 3, 4 or 5 different poses (images) on it. It's to complicated for these companies to get involved with having composites made for people who they know aren't going to get an agent or go into the modeling business. It's much easier to hire some down and out photographer that will work for peanuts. About all they do is process and print the film and give you the small prints, and you're out of there!
All the while, they never quite explain who will be your agent or how you will be represented as a model. And even if they have the contacts they claim, you need to realize that the number of people that get an agent is very small. Even the big modeling agencies only take on perhaps 10 or 15 new models per year, and that's out of several hundred or a few thousand applicants. These "middlemen" just want to sell you a large photo package. And when you look back on it, you were never told that you would get an agent. They never said they would represent you. The only thing they did was sell you a photo package!
There is no point in having photos made if you don't have representation! Remember, a real agent can make an assessment of your modeling talent by meeting you and looking at clear snap shots! They don't need to send you out to get photos made just to determine if they want to represent you.
Many people have gotten taken for several hundred dollars (sometimes more) by these kinds of operations. This is what produces a lot of complaints to the BBB. One clue that should quickly tip you off that you're in the midst of this kind of operation is that the photographer will be working for the "model management" company. He won't be an independent professional photographer. And because he's only there for a small paycheck, he won't be motivated to do an outstanding job for you.
A real agent will send you to a true independent professional photographer for photographs, or he will have you find your own photographer. By the way, real modeling agencies and real modeling agents don't employ photographers. So don't get caught in this trap. These companies will have you sign paperwork that protects them, so I doubt you would be able to find grounds to bring a lawsuit. And a complaint to the BBB will only go on file for others to see. The BBB is powerless to get you your money back!
Modeling Opportunities
There are many different types of modeling opportunities in the modeling business. I'm going to give you a brief overview here. Your agent and photographer along with your own input will steer your career in the right direction for you. Above all, remember that it takes confidence, self-esteem and tenacity to succeed in the modeling business. Attitude is everything!
Modeling opportunities (or markets) can be broken down into two major areas. One area is "print modeling". This means that your modeling work will be recorded and reproduced in some kind of print medium. Magazines, catalogs, post cards, television commercials, websites and any medium where your image or picture can be reproduced. Broadly speaking, all of this is "print modeling".
Of course, there are many markets within "print modeling". Probably the best known in mainstream circles is "fashion modeling" or "high fashion modeling". This is the modeling of clothing, and it's the domain of the "super model" as they are called within the modeling industry. To work in this kind of modeling you have to be a certain size. (And understand that's not the only requirement. Not every guy that's six foot six or taller is playing professional basketball! I think you get my meaning). I'm not going to run down the sizes here. A good agent can discuss this with you at the proper time.
"High fashion modeling" often appears in magazines and catalogs. It can also appear in television commercials and product packaging. It can also be found on the editorial pages of magazines to illustrate articles in the magazine.
Another kind of "print modeling" is known as "character modeling". Probably the best example I can give you that you may remember is this; the old lady in the hamburger commercial on television. Her famous line was: "Where's the beef?" The commercial ran around 1984 and maybe 1985. That was "character modeling".
Another kind of "print modeling" is called "parts modeling". This is when only hands or feet (or other body parts) are in the photograph or on the television screen. This might be advertising for products like shoes, gloves, nail polish, etc.
The other major area of modeling is called "live modeling". In this type of modeling, you are not necessarily recorded. An example would be the live models at auto shows. If you live in a major city, the auto show comes to town once a year. There are pretty woman standing near the cars on display. These woman are live models. Another example is "runway modeling". This is high fashion modeling too. When the "super models" work the runways during fashion shows, they are doing "live modeling".
A good agent can make you aware of all the different markets you may want to consider working in once you get your modeling career off the ground. A good photographer can help you to create your "look".
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