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May 11, 2009
SELL! SELL! SELL!
If you recall- and Jesus H Christ I have no idea why I'm actually typing out this post when it clearly just belongs in my head - and why must I always write these darn long essays at midnight when I have to be at work early the next day? Ugh, seriously- I flew back to Vegas this past February to attend a conference geared towards wedding and portrait photographers. Seeing as I was a total newbie into the business, I was pretty excited about improving my (non-existent) skills marketing, good business practices and all sorts of good stuff (not to mention I'd be sharing lectures with my friend and kinda mentor Hilary Helton). We both have very simple goals in life; hers is mostly to provide comfort and security to her family (two of her three wonderful kids are teenagers, yikes). She comes from the Modern School of Self-taught Photographers, whereas I spent 4 years cuddling with large-format cameras in a fancy Southern art school (mmm Cambo 4x5 mmm). Our styles of photography are fairly simple, devoid of any bells and whistles; we provide a canvas for your life's story.
The Business Workshop featured several renowned photographers who talked about setting your brand apart from the rest, how to create direct-mail campaigns, genius ways on selling prints by the millions, how to pamper your clients, etc, etc. I left the conference feeling optimistic and ready to take Portland by storm with my new fancy marketing skillzzzz!....
It hasn't happend yet (granted, I do have a day job that is supposed to be part-time but we all know that's not how it goes. And granted, I do EVERYTHING in my life by myself, laundry, errands, cooking. And granted, I do have time-management issues - but none of that is the point right now). It's been dead slow (have you noticed?) and am struggling with structuring the pricing of my services so I can be a pro like all those gals and guys at the conference.
But something a friend and previous client told me made me stop altogether. She hired me earlier in the Fall 08 for a fun shoot with her boyfriend not only because A) she loved my work, but B) also because my pricing at the time was accessible to her (it was in my super newbie phase). It was very tough for her to find a photographer whose work and rates matched what she needed. She appreciated their photography, but just couldn't shell out $500. Immediately I felt defensive about why we photographers MUST charge what we charge, because guess what? The Conference taught me that we must search for the higher end clients who CAN afford $1000+ on a family session because they're the ONLY ones who appreciate the value and time that we provide with our services.
Wait, how did I let myself believe this, even for 5 minutes? So not true. Yes, photographers - and clients, alike - must be aware of all the expenses that go into that $200 session fee + $300+ Hi-Res disc CD fee (this website offers a pretty realistic breakdown). I can't charge $100 for session and CD, it is nowhere near cost-effective for me. That's a no-brainer. Don't forget freelancers must reserve approximately 30% off every money we receive, ideally, to be put into a No-Surprises-At-Tax-Time savings account. The Conference taught us we should not be ashamed to upsell.
Is this reason enough for me to charge hundreds, upon hundreds, and even thousands of dollars for my service? I grew up poor, in the projects of Mayaguez, Puerto Rico. We could never have even thought we could afford something like this. Accessibility for the lower-classes has been a very sensitive subject for me throughout my upbringing. I wanted my photography to be accessible to those families who love photography, candid memories of their little kiddies, or to a couple who understands the value that wedding picture will have in 50 years - PRICELESS. Yet, I let myself believe that's not the income bracket I'm supposed to be gunning my energy.
What's wrong with NOT demanding a mininum of $500 in prints collections alone? What's wrong with NOT upselling like a car-salesman on crack? What's wrong with providing a service for PEOPLE LIKE ME? Am I, college-educated photographer, really that damn exclusive? I may get laughed at for taking this stance, accused I'm selling myself short. That's fine. While it may work great for others, I just have no desire in charging $7000+ for a wedding, no matter how many pretty custom albums I offer in a package.
In my last course in college, a lady came to our class to sort of "audition" for us with the hopes of attaining a teaching position with the program. After she was done, our professor asked each of us our opinion of her audition. A few students expressed she needed to travel more, in response to the body of work she presented, which featured photographic "portraits" of her Southern rural town. I inwardly rolled my eyes. Another student finally expressed what I felt: So what if she hasn't traveled (not that we knew anything about her life, really); is the vision of a woman or man who has lived in the same town for his/her entire lifespan less relevant than that of the constant world-traveler? The answer? Not at all. My own answer shocked me, as I've always been of the thought of "OMG how can someone live in the same town for over 50 years?!??!".
This late-night essay by no means is meant to offend photographers who have higher pricing structures. It is what you do. I'm just trying to figure out how to do what I love, to make people smile, to make them laugh, to make them love, in an accessible manner..... all while being able to friggin pay off my student loans. Seriously, $100,000* just to cuddle with large-format cameras?!? (mmm Cambo 4x5, though mmmm)
Crazy. Thanks for reading, though.
* To be honest I had a FULL scholarship (because I'm** so darn smart) sponsored by Coca-Cola for college. Yet I graduated owing $25k. WTF??
** WAS smart. I took math again in my Junior year in college and I couldn't even solve for x= a + b. Wasn't I like a freakin math genius in high school? Didn't I participate in our nerdy regional math competitions? What the heck happened, Amy!!! I miss solving for f!.
*** Seriously, I LOVED ALGEBRA. It was my HOMEY.
Posted by starmagn at May 11, 2009 01:29 AM
Comments
Whatever you're charging, it does not encapsulate your awesomeness.
Posted by: mutantreptile at May 11, 2009 06:08 AM
Amy, I love your long posts :)
really, I think you're incredibly talented and I can understand your thoughts on wanting to keep your work affordable and accessible to those who appreciate beautiful photography! keep your chin up! you'll get there!
Posted by: Amy Olson Ballard at May 11, 2009 12:30 PM
Te entiendo!!! Siempre es desconcertante y frustrante decir, ok, mi arte y mi trabajo valen X o Y, y despues sentirte con lo que llamo "artist's remorse" de que uno se compara con aquel o aquella que cobra huelemil $$ por una sesion de fotografia y te mira por encima del hombro como si tu fueras polvo. Oh, so annoying! Yo te diria que debes ir con lo que tu corazon te dice, tener en mente que quizas eventualmente ajustes los precios una vez seas una "chavienda fotografica" .. which I think you are. Creo que todo es parte del proceso de uno ir encontrando tu nicho. Cuando firmes en tus emails, incluye un link a tu trabajo, ten siempre un par de business cards a la mano porque nunca sabes quien se puede convertir en tu proximo cliente(s) y manten dentro de todo una super actitud positiva. Y by the way, si casarme estuviera en mis planes, te contrataria :-).
Posted by: Stitch at May 11, 2009 12:31 PM
Oh, my friend, this was exactly what I was trying to express when I mentioned how I found the conference soulless.. you write beautifully and much more eloquently than I do. The instructors seem to think that we should all charge by exactly the same pricing structure, sell only prints and not digital negs, and aim for only the wealthiest of clients. Not so... I have clients from all income levels, by simply not having a minimum order. Those clients who can afford to order everything do so, and the ones who are working on a budget (like me and my family) purchase the DVD or fewer prints.
I was very irritated by the attitude of the instructors that lower or middle-class families are not worth bothering with. If that's what it means to be a "successful" photographer, then I'll be a happy failure.
Posted by: Hilary at May 11, 2009 05:47 PM
I could not agree more. I am just starting out with my very small photography business (I, too, have a day job) and just can't justify charging bundles of money when people are basically paying me to do something that I love. I have also promised to limit myself in the type of photo sessions I will take on (no weddings unless it's second shooting) and the services I will offer (I don't provide prints and only upload photos on a site where clients can view and order themselves). I doubt I'm undermining anyone else's business because the families I photograph could not afford to have photos taken any other way.
Posted by: Nicole at May 11, 2009 08:24 PM
Hey Amy, I liked your thoughts here and I liked reading about your life experiences that brought you to your line of thinking today...I mull over the same questions and ideas as you and have spent a lot of time in countries like Puerto Rico- in the ghettos of Central and South America, in the remote jungles, in the poorer homes and the wealthier homes of those countries-with the good people from every kind of home, no matter what their fortune in birth. I think there should be some soul and compassion in our work, at least for me, that would make it fulfilling. It's tough to find the balance between giving and not being taken advantage of. It's tough to live in a culture where catering to all classes seems impossible because if we make ourselves available to the financially challenged then the upper class probably won't take us seriously. There just shouldn't be classes, in my opinion, it's wrong.
Now that I've gone on too long...thanks for your thoughts-see you at the next meeting.
Posted by: Lorna at May 12, 2009 12:06 PM
Hear, hear, Amy Nieto. I find it can sometimes be a frustrating balance between wanting to charge someone something that will make a profit, and them wanting to pay something ridiculous. ("How about your put hours and hours into this work, drive allllll the way out to this location and I'll pay you a whopping 15 dollars?" ... uh, no.) But despite that, the idea of having beautiful photography accessible to everyone is a wonderful idea and one I can totally shell out high fives for.
Posted by: sarah at May 14, 2009 02:00 PM
I just stumbled upon your blog for the first time (LOVE it) and I just have to say I totally agree with you. I am not a salesperson, nor do I want to be, nor do I think I should have to prostitute myself to the rich to make profit. I haven't really found a solution (I am so not making a profit...) or a balance between zero self promotion and what you are talking about here. Anyway, thanks for posting the vent because I totally agree! I love your work...I think if I knew more about design in would make me a much better photographer :)
Posted by: Julie at May 21, 2009 08:58 AM