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This is the blog for professional photographers, and those who aspire to be. Our aim is to help professional photographers build long-term, sustainable careers.
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It's that time of year when we take stock, make resolutions and ask questions ... like how can we make this year a winner? Are there too many photographers? Why do we ask our competitors for advice? What can we learn from musicians?
And the big one: How much are our images worth? Sadly, that's not just about how good they are or how much time we spend on them in post-production.
Our latest client newsletter is below. Let us know what you think by leaving a comment here or emailing Ian directly.
Cheers, Nigel
We received this present from our design consultants, Alt Group. It marked the end of a pretty ordinary 2009 for many of us. A "lean year" indeed. But now it's 2010, and that time of year when we take stock, make resolutions and ask questions:
How can we make this year a winner? Are there too many photographers? Why do we ask our competitors for advice? What can we learn from musicians? How much are our images worth?
We could also ask if the recession is over ... but we're sick of it so let's not! (there's a post coming though).
Actually the year started well. SWPP holds a trade show each January in London and this year a "very tired but happy" crew were talked hoarse on the Queensberry stand. (A thousand thanks to Jo and Rebecca.) Overall there was a much more positive, up-beat feeling than 2009, with some clients still concerned about bookings for 2010 but others already fully booked.
And there's more optimism in this story, which suggests there'll be more weddings in the UK this year than last. Underlying that is the interesting notion that there tend to be more weddings in recession years as people seek greater stability in times of uncertainty. Pity it's over!
But for what it's worth, all the above simply reflects the positive vibe Sonya's account reps report.
Having said that not everyone is likely to prosper.
Recently David Ziser asked, are there too many wedding photographers these days? (Check out the series on DigitalProTalk, rolling out now.)
I’d say of course there are. We've been in this business for forty years. All that time we’ve been told there are too many photographers, and it's always been true. Here are my most confident predictions for the next five years:
[/caption]
Most people respond to their competitors by copying them, and I’ve never understood why (it means you're always just another little red dot).
"Copying" shows up two ways.
The first is just that - copying - everything from pricing and "packages" to choice of albums and the latest money shots and Photoshop tricks. The second is asking your competitors for advice. And isn’t that what we're doing when we do as they say on the online forums?
What’s wrong with that? Well again, there are too many photographers. Many, maybe even most, of those around you today will either give up or struggle on making an inadequate living. Chances are good that what most people are doing is the wrong thing to do if you want a long and successful career.
In my opinion you need a better idea, not someone else’s idea.
Take Alt again. The leaning bottle presentation is Alt personified, a simple, witty idea beautifully executed. Zero branding yet it screams their name. And deservedly wins them international recognition.
In business there are two options, differentiate or drop your prices. If you copy, you're going with option two … and an average income. Who needs that?
The US Wedding Report said encouragingly, "Couples spent 16% more on a wedding photographer in 2009 ($1,740) compared to 2008 ($1,500)". Well the trend's in the right direction but my immediate reaction was, Gee I hope our clients are doing better than that! And since it's an average, doesn't it mean a few photographers earned a lot more … and most somewhat less?
If you can't think of five things that differentiate you, there's probably only one. You're cheaper. Respond to your competitors but don’t let them define you.
If you have a great idea your clients love, why spread it around? Not in your own neighbourhood anyway.
I reckon photographers could learn something from musicians.
We all know paying for your music these days is voluntary. Files can be downloaded and copied ad infinitum ... which is why in 2008 Nine Inch Nails allowed their new album to be downloaded legally for free.
That same album was the best-selling MP3 album of 2008 at Amazon.com, and the band made a fortune selling limited edition sets with extras like Blu-ray discs and deluxe packaging.
For photographers and musicians digital changes everything because the marginal cost of digital objects (music files, image files) is Zero. Which is why the default price on the Internet is Free.
Like your local singer-songwriter we have to learn to give stuff away to make money.
The good news is that you don't have the same problem as NIN because your photographs aren't out there until you say so. Which hopefully is after you get paid.
If I was a photographer I'd want a reputation for being really good, really engaging, really understanding and really generous. Once I've been paid.
I’d offer my clients and show my work in something out of the ordinary and undeniably desirable: a Queensberry for example, to project and reinforce my high-end status (because I need to achieve a high average sale per client).
I wouldn’t post any (many) photos online until I’d been paid (musicians don't have that luxury).
But once I had my money I’d be really generous. Files, slideshows, DVDs whatever. Those things that everybody wants but nobody wants to pay much for because their default price is Free. How generous I was would depend on how generous they were. Bought well? Stand back, here come the goodies!
I (might) make my Queensberry an optional extra. Selling one would make my day - but even without a sale it would have helped justify my prices.
Let’s face it, high prices mean less potential customers. But down in the scrum there’s more competition, more work and less money, unless you are one of the few who can play and enjoy the volume game.
How much are your images worth?
We received this present from our design consultants, Alt Group. It marked the end of a pretty ordinary 2009 for many of us. A "lean year" indeed. But now it's 2010, and that time of year when we take stock, make resolutions and ask questions:
How can we make this year a winner? Are there too many photographers? Why do we ask our competitors for advice? What can we learn from musicians? How much are our images worth?
We could also ask if the recession is over ... but we're sick of it so let's not! (there's a post coming though).
Actually the year started well. SWPP holds a trade show each January in London and this year a "very tired but happy" crew were talked hoarse on the Queensberry stand. (A thousand thanks to Jo and Rebecca.) Overall there was a much more positive, up-beat feeling than 2009, with some clients still concerned about bookings for 2010 but others already fully booked.
And there's more optimism in this story, which suggests there'll be more weddings in the UK this year than last. Underlying that is the interesting notion that there tend to be more weddings in recession years as people seek greater stability in times of uncertainty. Pity it's over!
But for what it's worth, all the above simply reflects the positive vibe Sonya's account reps report.
Having said that not everyone is likely to prosper.
Recently David Ziser asked, are there too many wedding photographers these days? (Check out the series on DigitalProTalk, rolling out now.)
I’d say of course there are. We've been in this business for forty years. All that time we’ve been told there are too many photographers, and it's always been true. Here are my most confident predictions for the next five years:
• The death rate will continue at an appalling 100% (actually I stole that one).
• Many of your backyard/weekend warrior competitors will have given up.
• They will have been replaced by a new lot.
• New cameras will make it easier for anyone to take a half-decent picture.
• Many people will make a good living using skills they share with most people on the planet (writing, cooking, music, photography).
So there is nothing new under the sun. The real question is, in a competitive universe what do you need to do to end up among the winners? [caption id="attachment_6528" align="alignleft" width="300" caption="Google maps - "photographers" NYC"]
[/caption]
Most people respond to their competitors by copying them, and I’ve never understood why (it means you're always just another little red dot).
"Copying" shows up two ways.
The first is just that - copying - everything from pricing and "packages" to choice of albums and the latest money shots and Photoshop tricks. The second is asking your competitors for advice. And isn’t that what we're doing when we do as they say on the online forums?
What’s wrong with that? Well again, there are too many photographers. Many, maybe even most, of those around you today will either give up or struggle on making an inadequate living. Chances are good that what most people are doing is the wrong thing to do if you want a long and successful career.
In my opinion you need a better idea, not someone else’s idea.
Take Alt again. The leaning bottle presentation is Alt personified, a simple, witty idea beautifully executed. Zero branding yet it screams their name. And deservedly wins them international recognition.
In business there are two options, differentiate or drop your prices. If you copy, you're going with option two … and an average income. Who needs that?
The US Wedding Report said encouragingly, "Couples spent 16% more on a wedding photographer in 2009 ($1,740) compared to 2008 ($1,500)". Well the trend's in the right direction but my immediate reaction was, Gee I hope our clients are doing better than that! And since it's an average, doesn't it mean a few photographers earned a lot more … and most somewhat less?
If you can't think of five things that differentiate you, there's probably only one. You're cheaper. Respond to your competitors but don’t let them define you.
If you have a great idea your clients love, why spread it around? Not in your own neighbourhood anyway.
I reckon photographers could learn something from musicians.
We all know paying for your music these days is voluntary. Files can be downloaded and copied ad infinitum ... which is why in 2008 Nine Inch Nails allowed their new album to be downloaded legally for free.
That same album was the best-selling MP3 album of 2008 at Amazon.com, and the band made a fortune selling limited edition sets with extras like Blu-ray discs and deluxe packaging.
For photographers and musicians digital changes everything because the marginal cost of digital objects (music files, image files) is Zero. Which is why the default price on the Internet is Free.
Like your local singer-songwriter we have to learn to give stuff away to make money.
The good news is that you don't have the same problem as NIN because your photographs aren't out there until you say so. Which hopefully is after you get paid.
If I was a photographer I'd want a reputation for being really good, really engaging, really understanding and really generous. Once I've been paid.
I’d offer my clients and show my work in something out of the ordinary and undeniably desirable: a Queensberry for example, to project and reinforce my high-end status (because I need to achieve a high average sale per client).
I wouldn’t post any (many) photos online until I’d been paid (musicians don't have that luxury).
But once I had my money I’d be really generous. Files, slideshows, DVDs whatever. Those things that everybody wants but nobody wants to pay much for because their default price is Free. How generous I was would depend on how generous they were. Bought well? Stand back, here come the goodies!
I (might) make my Queensberry an optional extra. Selling one would make my day - but even without a sale it would have helped justify my prices.
Let’s face it, high prices mean less potential customers. But down in the scrum there’s more competition, more work and less money, unless you are one of the few who can play and enjoy the volume game.
We eat our own cooking here
We have similar competitive challenges. I could even try the line on you that it's tougher than ever out there! According to Jo there were a "ridiculous number" of digital and coffee table book companies at SWPP (same old same old) and some new matted album products, some of them "really awful". You can see Jo has a clear idea of what we stand for, and hopefully you do too.• We can't help striving to be the best (we're very serious about that).
• We're OK with questions like this, off Twitter: "Anyone know where to go for a good wedding book, better than blurb and not as pricey as Queensberry?"
• We believe in timeless classics not three-month taste. Restrained not fabulicious. Clean design not faux traditional.
• We believe your photos are the stars, not us, and really, not your photos but the stories they tell.
• We're comfortable that most people don't have a Queensberry. If they did our albums would have less value. And that's critical because something's broken if our albums don't, directly or indirectly, add to your bottom line.
Bottom line
Sadly, how much your images are worth does not depend on their quality or how much time you spend on them in post-production. Instead it depends on how you market and sell them. Follow the crowd (be a little red dot) and you're a price taker not a price setter. Stand out from the crowd, be noteworthy, and you have a chance of doing better. This year, as for the last forty, helping you to stand out is exactly what we’ll be striving to do. We'd love to hear from you, whether you agree or disagree with what I'm saying. Please comment on the blog or leave me an email. And of course if you need any help with sales or marketing do contact your account manager. Cheers, Ian
paulsanders
on
January 28, 2010, 12:19 pm
said:
I don't agree that there "always" have been too many photographers.
I've been making a living as a professional photographer for well over 30 years, primarily working freelance for advertising agencies. Photographers who survived in the days of film, did so because they produced First Class work consistently. They were artists but also craftsmen. There was little or no margin for error. No matter what the scale of a project. It was never a case of "we'll fix it in Photoshop" or, "it's good enough." Sure, competition was always fierce but most of my peers never felt that there were "too many photographers."
Because of digital technology, photography has been devalued in the minds of many (most) consumers. Period. This is true in the advertising world, as well, but I don't think quite as significantly as in the portrait and wedding business.
Many digital photographers would be lost if they had to shoot film, and "get it right in the camera." Now, with a rudimentary knowledge of Photoshop or Lightroom, and an adequate digital camera, almost anyone can produce images which, to many clients, are "good enough."
I know a number of brilliant wedding photographers who have refused to accept current economic realities and adjust their prices. They aren't shooting many weddings, if any at all. I also am in touch with a number of advertising photographers, and most of them are having a tough time.
"Howling at the moon" is counter-productive, but I also think it's prudent to approach the current market and economic climate with a sense of reality.
I've been making a living as a professional photographer for well over 30 years, primarily working freelance for advertising agencies. Photographers who survived in the days of film, did so because they produced First Class work consistently. They were artists but also craftsmen. There was little or no margin for error. No matter what the scale of a project. It was never a case of "we'll fix it in Photoshop" or, "it's good enough." Sure, competition was always fierce but most of my peers never felt that there were "too many photographers."
Because of digital technology, photography has been devalued in the minds of many (most) consumers. Period. This is true in the advertising world, as well, but I don't think quite as significantly as in the portrait and wedding business.
Many digital photographers would be lost if they had to shoot film, and "get it right in the camera." Now, with a rudimentary knowledge of Photoshop or Lightroom, and an adequate digital camera, almost anyone can produce images which, to many clients, are "good enough."
I know a number of brilliant wedding photographers who have refused to accept current economic realities and adjust their prices. They aren't shooting many weddings, if any at all. I also am in touch with a number of advertising photographers, and most of them are having a tough time.
"Howling at the moon" is counter-productive, but I also think it's prudent to approach the current market and economic climate with a sense of reality.
Sinead Jenkins
on
January 29, 2010, 8:28 am
said:
I have to add, whilst I agree that the market is flooded with quite average digital photographers, that shouldn't make a difference to any photographer who is very good at what they do.
Paul, you say:
Now, with a rudimentary knowledge of Photoshop or Lightroom, and an adequate digital camera, almost anyone can produce images which, to many clients, are "good enough."
I agree, but I think the point of the article is that as Queensberry photographers we shouldn't be threatened by the mass of ordinary digital photographers flooding the market. I market to couples who aren't satisfied with "good enough".
I know photographers who have increased their prices recently and are doing lots of business - it's a matter of quality - they will always do well.
Paul, you say:
Now, with a rudimentary knowledge of Photoshop or Lightroom, and an adequate digital camera, almost anyone can produce images which, to many clients, are "good enough."
I agree, but I think the point of the article is that as Queensberry photographers we shouldn't be threatened by the mass of ordinary digital photographers flooding the market. I market to couples who aren't satisfied with "good enough".
I know photographers who have increased their prices recently and are doing lots of business - it's a matter of quality - they will always do well.
scottmcalpine
on
January 27, 2010, 11:06 am
said:
Very good Ian. I am facing a wedding show this weekend where the pricing I am seeing listed on other exhibitor websites is absolutely degrading. I am going to keep this blog post as a mantra in my mind: a reputation for being really good, really engaging, really understanding and really generous...nce I've been paid.
paulsanders
on
February 1, 2010, 12:49 pm
said:
Sinead:
With respect:
I don't feel "threatened" by much of anything, when it comes to the photography business. I've been at this game much too long.
Neither should anyone else feel threatened.
No matter what anyone says, the fact is, that photography in general, has been devalued. You may or may not agree.
This is due, in great part, to the proliferation of, as you put it, "ordinary digital photographers." It may sound strange, but I've yet to meet a photographer who thought his or her work was "ordinary".
I'm happy that you've found a market for your work. However, it's meaningless to say some photographers have increased their prices when you don't quantify what the increase is. IE: from what to what? You also say they have lots of business, but you don't quantify what "lots of business" is.
Furthermore, they may or may not "always do well" and it may or may not have anything to do with "quality". I've yet to meet a photographer who didn't think his or her work was anything but "quality."
Here's some of my reality:
In the greater geographical area in which I live, real estate values have dropped approximately 40% over the past two years. There have been many foreclosures. Many white collar and blue collar jobs are gone. Major firms have closed their doors. There are ever more homeless on the streets. There are an increasing number of "for rent" signs in high-profile commercial districts, districts which formerly boasted close to 100% occupancy. There is over 10% unemployment nationally. This stuff is real. People who could afford me one or two years ago, no longer can. There is a smaller pool of clients who still can.
My point of all this is: what's the best strategy to survive in this environment? Ever since I started my career, my "best strategy" has been reality-based. The handful of times I strayed from that understanding, things didn't work as well as I expected. :)
Best of luck in your chosen profession.
Kind regards,
Paul
Paul Sanders
Paul Sanders PhotoBiographer ™
www.psweddings.com
www.paulsanders.com (cars)
1.888.323.7374
206.780.5152
With respect:
I don't feel "threatened" by much of anything, when it comes to the photography business. I've been at this game much too long.
Neither should anyone else feel threatened.
No matter what anyone says, the fact is, that photography in general, has been devalued. You may or may not agree.
This is due, in great part, to the proliferation of, as you put it, "ordinary digital photographers." It may sound strange, but I've yet to meet a photographer who thought his or her work was "ordinary".
I'm happy that you've found a market for your work. However, it's meaningless to say some photographers have increased their prices when you don't quantify what the increase is. IE: from what to what? You also say they have lots of business, but you don't quantify what "lots of business" is.
Furthermore, they may or may not "always do well" and it may or may not have anything to do with "quality". I've yet to meet a photographer who didn't think his or her work was anything but "quality."
Here's some of my reality:
In the greater geographical area in which I live, real estate values have dropped approximately 40% over the past two years. There have been many foreclosures. Many white collar and blue collar jobs are gone. Major firms have closed their doors. There are ever more homeless on the streets. There are an increasing number of "for rent" signs in high-profile commercial districts, districts which formerly boasted close to 100% occupancy. There is over 10% unemployment nationally. This stuff is real. People who could afford me one or two years ago, no longer can. There is a smaller pool of clients who still can.
My point of all this is: what's the best strategy to survive in this environment? Ever since I started my career, my "best strategy" has been reality-based. The handful of times I strayed from that understanding, things didn't work as well as I expected. :)
Best of luck in your chosen profession.
Kind regards,
Paul
Paul Sanders
Paul Sanders PhotoBiographer ™
www.psweddings.com
www.paulsanders.com (cars)
1.888.323.7374
206.780.5152
nigelhicks
on
February 12, 2010, 5:20 am
said:
Ian
We have for many years used a "bonus" incentive system for wedding re-orders whereby the B&G get a bonus portrait from their wedding collection, sized according to the value of their order - this encourages them to show the proof images to their family & friends and to collect orders for us, effectively making them our salespeople! (Feedback from Natasha)
We have for many years used a "bonus" incentive system for wedding re-orders whereby the B&G get a bonus portrait from their wedding collection, sized according to the value of their order - this encourages them to show the proof images to their family & friends and to collect orders for us, effectively making them our salespeople! (Feedback from Natasha)
Learn from musicians | Queensberry Connects
on
April 7, 2010, 6:19 am
said:
[...] my February newsletter I suggested photographers could learn something from musicians. Like their local singer-songwriter, [...]
Chris Perkins
on
January 27, 2010, 11:29 am
said:
I very rarely write comments, but that is a fantastic and inspiring article. Well done and thanks for the thoughts on where to go with the business!
No price on quality | Queensberry Connects
on
February 3, 2010, 9:30 am
said:
[...] light of Ian’s newsletter a few days ago (well worth a read!), here’s a timely little story from one of our clients [...]
gavinwoollard
on
January 28, 2010, 2:15 am
said:
Excellent common sense advice. It has made me think about many things. We cannot change what other people are doing in our profession but can change whatever we want within our own businesses.
hannahtaylor
on
January 27, 2010, 5:53 am
said:
Very refreshing article. Very encouraging too, to be authentic and raise the bar instead of be intimidated by how many people can take pictures.
uberVU - social comments
on
January 30, 2010, 6:29 am
said:
Social comments and analytics for this post...
This post was mentioned on Twitter by stephenbaugh: How much are your images worth? http://su.pr/1en8j3 #photographer...
paulsanders
on
January 28, 2010, 2:27 am
said:
You're welcome, Ian. I think the primary question is the nature of the "strategy." :)
Tweets that mention How much are your images worth? | Queensberry Connects -- Topsy.com
on
January 28, 2010, 2:41 am
said:
[...] This post was mentioned on Twitter by stephenbaugh and Nigel Hicks, scott mcalpine. scott mcalpine said: How much are your images worth? - http://tinyurl.com/yk2evys (via @stephenbaugh) [...]
Ian Baugh
on
January 28, 2010, 2:19 am
said:
Glad you like it!
Ian Baugh
on
January 28, 2010, 2:21 am
said:
I always think of writers ... people making a living using skills we all exercise every day and tools we all own. But ... there's no guarantee of success for writers or photographers ... or chefs.
Ian Baugh
on
January 28, 2010, 2:16 am
said:
Thank you Catherine, music to our ears :)
Ian Baugh
on
January 28, 2010, 2:15 am
said:
Thank you for your thoughtful comments Paul. I don't disagree with you especially about the need for a sense of reality. My main intention was to express the fact that there has always been huge competition in wedding and portrait photography (not really to rank then with now), professionals have always commented to us about it and it's very important to respond strategically.
Winning the competition for attention | Queensberry Connects
on
January 28, 2010, 9:40 am
said:
[...] « How much are your images worth? [...]
Generosity | Queensberry Connects
on
February 5, 2010, 11:01 am
said:
[...] people had an unexpected take on what I said in my recent email about being “generous” with [...]
Ian Baugh
on
January 28, 2010, 2:17 am
said:
Absolutely, try it, see if it works, make it better
The Junction · Long weekend
on
January 29, 2010, 1:50 am
said:
[...] Lots of great feedback from Ian’s email – tell us what YOU [...]
Ian Baugh
on
January 28, 2010, 2:18 am
said:
Thanks a million Chris
catherinemorgan
on
January 28, 2010, 1:40 am
said:
I decided to solely use Queensberry two years ago and I know I'll never go back. My clients are always blown away by the sheer quality and elegance of a Queensberry Album. They are desperate to show everyone, this in turn is great for my business and brings me the pleasure that got me into photography in the first place. Nothing in the worlds beats making people happy, as Queensberry know x
Evagoras Mandrides
on
February 3, 2010, 11:57 am
said:
A good thinker. My highlight was the 'do you or don't you' with digi files. still torn!
