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All Photographers Are NOT The Same!
Find out why I am at the top of the photography profession.
Some candid comments from a working pro.
Hello, and thank you for taking the time to read this commentary. I have been in this business since 1985 and I've seen many changes in my time. The biggest change is with the photographers themselves. When I first entered this profession it was packed with dedicated photographers, proud to call themselves pros. Proud to deliver top quality products and services. Not so anymore. Today, these pros are few and far between.
Auto-everything cameras have opened the doors for untrained and untalented wanna-bee photographers to flood into this profession almost as fast as water runs out of your tap! Many of these wanna-bee photographers don't have a clue about running a business (yes, that's right, a business) and they do, unfortunately, a great dis-service to not only the photography profession but also to its customers. And that is you! So be advised: you are living in the age of "buyer beware" more so than ever before.
The truth is simply this: The photography profession (to a large degree) has fallen into the hands of part-time amateur photographers, through the process of low-ball price cutting tactics and a buying public willing to accept the idea that the lowest price is always the best price. Today, many photographers are trying to turn photography into a commodity. It is not. It never will be.
The reason they try to turn photography into a commodity is because they think it will be easier to sell. However, that's not true. Selling to a low-end account is just as hard (maybe harder) as selling to a high-end account. The photographer works equally hard on both types of accounts, but the average photographer doesn't realize that! The only thing they are doing is helping to drive themselves out of business, misleading and doing a dis-service to the customer, and hurting the entire professional photography industry in the process.
So much so that many professional wedding photographers have decided to leave that market. Why? Because it's almost impossible to actually make a profit from photographing a wedding! You may not think so but that's the truth. The pricing in the wedding photography market is totally unrealistic. The 500 dollar wedding should have been history years ago, but it is still around. The $500.00 wedding package that the average wedding photographer delivers is way, way under priced. It should be priced at $2500.00 (perhaps a little more or less). No matter how you look at it wedding photographers aren't charging for their time properly or they are giving away their product (photos, albums, frames etc.) absolutely free!
People are discovering that the way to reduce the price of wedding photography is to cut back on the photographer. Hire the photographer for 2 or 3 hours, instead of 7 hours. Don't get an album. Just get proofs! And many wedding photographers (to their detriment) are allowing people to cut back their services, forgetting about their minimums and booking weddings at 1980 price levels!
In 1985, when I turned pro, the going rate for the photographers time at wedding studios was $115.00 per hour. When you adjust that rate for inflation it translates to $260.00 in 2004 United States dollars. The problem is that wedding photographers don't charge anywhere near $260.00 per hour for their time to cover the wedding. Wedding photographers are actually lower paid today than they were in 1985!
PP of A research (Professional Photographers of America, a trade association) that was done in the late 1990's found the average cost of wedding photography nationwide (USA) to be $800.00 USD. Also, the average advertising cost or marketing cost (to the photographer) to obtain a wedding booking is $1200.00 USD.
Did you get that? The average photographer today certainly doesn't get it, because they keep booking weddings at price levels below their actual cost to obtain or book the wedding. When you take a good hard look at this, it's no wonder that most "weekend warrior" wedding photographers can't make a living photographing weddings.
Okay, so what? This is not your problem. Or is it? It's true that too many photographers (not just wedding photographers) are competing on price alone and totally ignoring the fact that they market a customized product and service. The average photographer today sets prices as if photography is a commodity. In the long run, the photographer loses because he goes out of business or hangs on for years, while he works other jobs not in photography, and fools himself into thinking that he's in the photography business, when he really isn't anymore.
But here's the worst part: You, the customer will also lose if you fail to make your hiring decision based on value. Select your photographer because he has the lowest price and you will lose! How? Well, you could experience anything from just not being happy with the photographers work, to a total disaster such as: the photographer didn't get any pictures, the photographer didn't show up, was late, had a bad attitude, was to pushy, didn't have back-up equipment, etc.
Remember, if you don't like the photos you get, then you paid to much regardless of what the actual number was! Photos that you're not happy with are always too expensive! Don't get reeled in by low prices. Shop for total value. Think about this: When all things are equal, price becomes the deciding factor. However, when it comes to photography and photographers all things are never equal. That's why you can't shop for photography based on price. If you do, you may get stuck with photos that you're not happy with. And if you're not happy with your photos, what good is the low price you paid?
There are actually seven factors you need to consider before you consider price. Price should be number eight on your list of factors to consider when hiring a photographer. I'll take you through the factors right now.
1. Reputation. Does the photographer have a good reputation in the community? How do people in the community react when they here the photographer's name?
2. Integrity. Will the photographer deal with you in a fair and honest manner? Will the photographer do the right thing?
3. Dependability. Can the photographer actually deliver in a timely manner, under real world working conditions? Will the photographer deliver on his promises?
4. Quality of Product. Does the photographer produce high quality products? Will the product last? Does the photographer have a photographic style that you like?
5. Guarantee. Does the photographer guarantee his work? How much of the risk does he remove for you?
6. Credibility. Does the photographer have proof that he has happy customers? Does he openly display reference letters, testimonial letters, and letters of recommendation from happy customers?
7. Customer Service. Does the photographer deliver service after the job is done? Does he call the customer to follow up after the sale to make sure the customer is happy with the purchase?
These are the factors you should consider, before you consider price. You need to figure out if a photographer is the "right photographer" for you. Remember to shop for total value. Price alone means absolutely nothing when shopping for photography! Look at everything the photographer is doing for you, right down to the smallest detail. Look at everything the photographer is going to deliver. Don't fall for the "low price" game. (You get what you pay for!) It will only cause you pain and suffering. Always shop for total value! It's the only way to go.
You see, you never really know when your low priced photographer is going through a personal or business "crunch time". He may have one foot inside the bankruptcy court and you'll never know it. Maybe he met your price demands and booked you only because he needed your money to pay a looming bill and couldn't care less about executing your photography job! If you're not careful about who you book, you could be the booking that the photographer walks away from as he goes out of business, leaving you with nothing for your money!
So how have I managed to get to the top of the photography profession when the average photographer can't make a decent living? It's very simple. I have not "sold out" like many photographers have and I offer the best guarantee in the business. I set my pricing where it needs to be and build up the value for the customer as much as I can. I make special offers so my customers get the greatest value, but not necessarily the lowest price.
And if I am to high priced for someone and I can't work it out by giving them installments, then guess what? They go hire a cheaper photographer than me. Like I said I haven't "sold out". I refuse to cut corners on product production and customer service. My guarantee doesn't allow me to cut corners. Both myself and my customers benefit from this policy.
But you don't have to believe a word I say, because I have the references and testimonials to prove my case. I get a lot of repeat business because people want to call me back. They like my work and the way I do business. And that is why I'm at the top of the photography profession.
My best advice to you is this: Start the process of hiring a photographer as early as you possibly can and read my Consumer's Guide entitled "The Ultimate Consumer's Guide To Professional Photography: How To Avoid The 12 Deadly Mistakes People Make When Hiring A Photographer Plus A Slew Of Inside Information You Need To Know".
I urge you to use this detailed Consumer's Guide to your advantage, as you won't find this kind of insider information available from most photographers. You'll find a link for a free preview to my Consumer's Guide, from the Fast Navigation Panel here on this website.
THANK YOU VERY MUCH FOR YOUR TIME AND CONSIDERATION
Sincerely yours,
David Horland, Professional Photographer