Bill Cramer, founder and CEO of Wonderful Machine, discusses how the company serves photographers and the industry at large. Topics covered include pricing, licensing, working with budgets, and negotiation. They also explore the role of traditional photo agents, the debate on college education for a photography career, and effective marketing strategies for photographers.
Consistently exceeding client expectations leads to more opportunities and referrals.
Developing a unique voice and cohesive portfolio is essential for young photographers.
Investing in key marketing materials and targeted marketing efforts is crucial for building a strong brand as a photographer.
Deep dives
The Importance of Under Promising and Over Delivering
To be a successful photographer, it is crucial to under promise and over deliver on every assignment. Regardless of the pay or perceived value, treating each opportunity as a chance to make a portfolio-worthy picture will ultimately benefit the photographer in the long run. Building a reputation for consistently exceeding client expectations will lead to more opportunities and word-of-mouth referrals.
Finding Your Own Voice and Building a Cohesive Portfolio
Young photographers should start by emulating their favorite photographers, but should aim to develop their own unique voice over time. Creating a cohesive portfolio that reflects their sensibilities, perspective, and individual style is essential. Experimenting with different genres, honing technical skills through resources like online tutorials, and working with photo editors to curate and organize the portfolio can help photographers shape their brand and stand out in a competitive market.
Investing in Branding and Marketing Materials
Building a strong brand as a photographer requires investing in key marketing materials. Developing a functional and visually appealing website, creating targeted email promotions, and having a professional online presence on platforms like Instagram are essential. Consistency in branding, using a consistent name across all platforms, and curating a professional presentation that resonates with the target audience are crucial for gaining client trust and securing assignments.
Avoiding Spamming and Focusing on Targeted Marketing
Photographers should avoid mass email blasts and instead focus on targeted marketing efforts. Building a curated list of potential clients who match their interests and skills helps ensure that their marketing materials reach the right people. Additionally, investing in customer relationship management (CRM) software can help manage and nurture client relationships, which is essential for long-term success as a photographer.
Pricing and Negotiating for Photographers
When it comes to pricing and negotiating for photography projects, there is no one-size-fits-all approach. Each project is unique, and the price should be determined based on factors such as project scope, client, and market value. Photographers should aim for fair market value, which can be achieved through experience and understanding the value the client places on the photographs. Giving quotes over the phone is not recommended, as it is difficult to adjust prices later. Different pricing methods, such as hourly or per-piece rates, should be considered based on the project requirements and client expectations.
Understanding Usage and Licensing
In licensing agreements, it is crucial to define how the client can use the photographs and how the photographer can use them. Usage can be categorized into publicity, collateral, and advertising, each with its own value. Photographers should consider the client's perspective when determining the value of the photographs. Additionally, clarity on usage and exclusivity is vital. Understanding the difference enables photographers to negotiate better terms and create scalable estimates. It is recommended to ask clients if they have a budget in mind, allowing photographers to tailor their estimates accordingly and establish a win-win situation.
Bill Cramer is the founder and CEO of Wonderful Machine. This week we talk to Bill about how and why Wonderful Machine was formed, how it serves photographers and the industry at large. We also discuss pricing; how to cost your work, including taking into consideration licensing, working with budgets and tips on negotiation.
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