We’re proud to be supporting David and Luke Edmonson at WPPI this year. They’re talking about perhaps the most important challenge facing every professional photographer – how to transform their passion for photography into a successful longterm career.

Luke and David want to be known for producing great photography, and serving their clients — but of course every sustainable business needs to generate profits as well. We’re going to publish an article about their sales strategies shortly, along with some of their work, but first we thought you’d like to meet them, and get a taste of what drives them.

A life based on creativity

Luke describes himself as a husband, father, son and brother, and delighted to be a third generation photographer. From a background in commercial photography, Luke and his father David launched Edmonson Weddings in 2003 so they could spend more time working together.

They use the father-son dynamic and their commercial-editorial background as cornerstones of their brand – two master photographers with complementary styles, distinct personalities, and long experience, to capture the signature moments of a wedding day and deliver the type of stunning images seen in today’s fashion magazines.

Personality is the key, as anyone who’s met them will agree. They’re simply a pleasure to be with. (I remember when Heather and I met them in Vegas. They said they loved our Musée albums, but they simply weren’t big enough for Texas!)

In fact, asked for his opinion about brand and marketing, Luke starts with this:

“If you don't have a personality, get one ... and fast.”

While many photographers struggle with the business side of business, he makes the essential point that marketing, branding and sales are what allow you to enjoy a life based in creativity.

“The most succinct explanation I've ever heard is from our friend Jerry Ghionis. ‘Be the first, be the best, be different or be the cheapest.’

“I'd add...and it's no fun being the cheapest.”

“If you want to market to the higher end, then study the brands out there that are successful. We strive to have the Ritz Carlton approach, where the answer is always ‘Yes’.”

Turning a weakness into a strength

Luke believes album sales are critical. “In Queensberry's last survey they found that the studios/individuals that sell 20 or more albums a year, when asked about their overall sales, were either growing or the same. Even 10 albums a year is a good starting point…

“It's the people that aren't selling albums that are struggling.”

But he says albums used to be one of their biggest weaknesses: “How do you price them, how do you sell them, how do you produce them from design to revisions, retouching etc?”

Luke believes many photographers struggle with album sales. “If you can solve that, it can have a tremendous impact on your bottom line, and become another leg to your financial stool.

“We sell Queensberry because their core values mirror ours. They understand the importance of presentation, and building the perceived and tangible value to emotionally engage someone to stop looking at [an album] as simply a ‘product’.”

We’re proud to be supporting Luke and David’s master class about album sales at WPPI next year: “Why This Year's Album Sales Predict Next Year’s Success!” Not to be missed.