photoshelter wedding photographer business guide

7/28/2019 Photoshelter Wedding Photographer Business Guide

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An educational guide from


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Getting Smart With Your Business

5 Introduction

6 Building Your Brand

8 Marketing Your Services

15 Screening New Clients

18 How to Charge for Your Services

21 Pricing the Extras

22 Selling the Experience

23 The Wedding Day

25 Post Wedding Marketing & Delivery

Proles

29 The Transition from Editorial to Wedding: Chip Litherland

31 Starting a New Business in a Big Market: Betsi Ewing

33 Maximizing a Smaller Market to Get to the Big Time: HunterHarrison

35 Getting the Clients You Want: James and Megan Horan,Solas Weddings

37 How to Service the Top of the Market: Brian Dorsey

39 Building a Name Presence: Ryan Brenizer

41 More Resources

TABLEofCONTENTS

2012 PhotoShelter, IncNo part o this publication may be reproduced, stored in a retrieval system or transmitted in any orm or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, withoutthe prior written consent o PhotoShelter, Inc. Te logos o the companies described are the trademarks o their respective owners. No endorsement is implied.

PhotoShelter, Inc. makes no representations or warranties with respect to the accuracy or completeness o the contents o this work and specicall y disclaim all warranties, including without limitationwarranties o tness or a particular purpose. Te advice and strategies contained herein may not be suitable or every situation.

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PHOTOSHELTER | H O W T O G R O W A WED D IN G PH O T O G R A PH Y B US IN ESS : WIN T ER 2 0 1 2
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PHOTOSHELTER | H O W T O G R O W A WE D D IN G P H O T O G R A P H Y B U S IN E S S : WIN T E R 2 0 1 25

IntroductionDear God, please dont let me end up a wedding photographer. en years ago, this prayer was on the lips o most resh-aced photographers just starting out in the busi-

ness. A eld long associated with intrusive ash bulbs, men in cheap suits and awkward amily poses, wedding photography was generally the Plan Z or creative types and

photojournalists alike. Tese days, photographers are ocking in droves to the Church o Wedding Photography. So what is with all the converts?

Wedding photography has gone hip - both in the world o photographers and with brides and grooms. A growing number o clients have become noticeably savvier about

photography in general, seeking out photojournalistic documentaries o their big day instead o Aunt Mildred smiling directly into the camera. Not that they dont still

want photos o dear Mildred, they would just preer a spontaneous shot o her dancing. Photographers have more than happily complied with this new demand. Glance

through some o the work onWPJAs site, or example, and it may be difcult to tell the dierence between a wedding photo and a ashion shoot ripped rom the pages o

Vogue.

So did a ew orward-thinking photographers push the industry this way or was it their increasingly sophisticated clients? It might be a chicken and egg scenario, but either

way the wedding photography industry is expanding in wildly creative directions. Whether you are here because you already know this, or because you are new to the wed-

ding world, allow this guide to be a starting point in making the most o a career in this exciting industry.

By the end o this guide, your tune just might become Dear God, please let me end up a wedding photographer.
http://www.wpja.com/http://www.wpja.com/


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Building Your BrandWhile the proession o wedding photographer has gained considerable respect,

the industry has seen an equally considerable jump in competition. Markets like

Southern Caliornia are notoriously ull o wedding photographers, but smaller

markets have seen an increase as well. Similarly, the prolieration o social media has

helped new ideas and businesses to grow in all markets. You cannot control the level

o competition; but you can control the product you oer. Distinguishing yoursel as

unique should be your continual goal.

I you only take away one thing rom this guide, let it be this: brand is king. It is

more than just a logo or the color scheme you choose or your website. It touches

every single aspect o your work, rom the photos presented in your portolio, to the

language you use to greet your clients upon rst meeting them, to the experience

you provide on the day o the wedding and beyond.

Brand Philosophy

In other words, brand isnt a look, its a philosophy. Start with dening your specic

philosophy as a photographer, beore you even think about stepping oot in a recep-

tion hall. Ater all, your brand will dictate your company name, web design, porto-

lio, advertising plan, budget and even your website domain. It can be very expensive

and time-consuming to have to go back and change everything.

Tis isnt meant to scare you. Figuring out your brand should be un! Ater all, i you

arent in the wedding industry or un, then its probably not the right career or you.

Te best place to start is to think about what makes you unique - not just your bodyo work. What is unique about your personality? How do you act in a proessional

environment? What do you love most about taking photos? Tese are all questions

you should be asking yoursel when coming up with a brand. Soul-searching is

rough, especially or creative types, but the more mental anguish you work through

at the beginning will guarantee much less once you start shooting 40 weddings a

year.

Clients are paying as much or you as they are or your work. I you dont have a

clear command o who you are, how will prospective clients know i they want to

hire you?

Determining Your Target Market

I all the sel-reection talk has not sent you running or the hills, let us make it a

little easier or you. Te best place to start when dening your brand philosophy isto ask yoursel what kind o client you hope to attract. Who is your target market?

Figuring out whether you want to connect with quirky creative types in their 20s

or upscale clientele in their mid-to-late 30s willing to drop $20k on photography

alone is critical to your brand strategy. Dont limit yoursel by getting too specic,

but leaving the eld wide open leaves you open to potentially unhappy clients. A

strong brand is not only a highly eective pre-screening process, it also helps man-

age your clients expectations. Once you know who you want your clients to be, then

you can show exactly what you are able to give them.

James and Megan Horan o Solas Weddings denetheir brand as un, unky and romantic, which isconveniently how they would describe themselves aspeople. Te photo they selected to showcase on their siteclearly conveys to visitors and prospective clients theirbrand philosophy.


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One thing you might discover is that your target market doesnt mesh with your

current working style. Tis is where understanding your own philosophy helps. Is

it more important to reach this type o c lient, or more important to maintain your

shooting style? Tis will come up regardless, so its best not to wait to gure out the

answer.

Unless you are a part o your target market, take the time to do your homework.

Study the world o these potential cl ients, particularly as consumers. What kindo customer service are they accustomed to? How do they prioritize purchase? Are

they the type o people who value experiences over the material, or vice versa?

Executing Your Brand Strategy

Now that you understand exactly who you are as both a person and a photographer,

and have a crystal clear idea o your targeted clients, it is time to set some long-

term goals. Where do you hope to be in 5 years? What about 10? Do you plan

on staying with the same target market, or do you envision slowly transitioning

upmarket? Make sure that your brand is not only sustainable or 20+ years, but that

you allow room or whatever growth you envision.

At this point, it is time to determine how your newly dened brand will extend to

all aspects o your work and business, even what equipment you use or the medium

you shoot on (lm vs. digital). Some examples to consider:

Portolio. Do the photos in your portolio exempliy the kind o photos yourtarget market is looking or?

Marketing. Where will you engage with prospects and what does this choice

say about you? Does your target market engage with social media? Do you planto establish yoursel as an expert in the blog world? How will c lients respond toexpensive ad campaigns?

CustomerRelations. How will your clients expect to be treated? Is yes sir, nomaam too much or just right? Do you greet your c lients with a box o chocolatesor a six-pack o local micro-brew?

Vendors. What vendors in your market service a similar demographic?

Tese are just a ew places o many where your brand philosophy will touch

everything rom your identity to your attire choice, advertising and beyond. Any-

thing you do as a proessional wedding photographer should align with your brand,

because every element o your business that reaches the client says something about

you and the service you deliver.

While assembling your portolio, brochures and any promotional materials to

which you plan to publicly attach your name, it is crucial to remember the ollow-

ing advice:

Togetthekindofworkyouwanttoshoot,onlyshowthekindofworkyouwantto

get.

Photojournalist-turned-destination weddingphotographer Chip Litherland still draws heavilyrom his photojournalistic roots, opting or captured

spontaneous, intimate moments. He also brands himselas a color addict. His portolio almost exclusivelyeatures colorul photos, like the one above, with adocumentary eel.


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Marketing Your ServicesNow that you have a strong brand strategy in place, all you have to do is get your

name out there. I only it were that easy.

Luckily, a well-dened brand is the absolute best weapon to have in your arsenal

when planning how to attack marketing. Understanding your target market and

what unique product you can oer should guide which marketing avenues you

pursue and how you approach them. Marketing can be very expensive and time-

consuming, but it actually doesnt need to be either to have an impact.

An important thing to keep in mind as you explore your options is that many o the

techniques are symbiotic. A strong social media presence can generate great word o

mouth, as can a good relationship with wedding planners. SEO keywords can drive

more trafc to your blog, which in turn leads prospective clients to your website

where they will be dazzled by your easily accessible portolio.

Recognizing the potential connectivity o dierent avenues can help you maximize

the eectiveness o your marketing plan and save money. While marketing your

business through the ollowing channels, always remember to market yoursel.

Brides, planners, and other vendors may contact you or your skill as a photographer,

but they will hire you or your personality. Its very likely that you will be the only

person with the bride or her entire wedding day, and its certain that youll be one

o the ew who have contact with her aterwards. Your personality and the level o

service you can oer matter more than any other vendor associated with the wed-

ding.

Here are common channels to help you get started.

Word of Mouth

Word o mouth is the most abstract marketing tactic in this list, but arguably the

most important. O all the photographers and articles consulted or this guide,

nearly all agreed word o mouth is the number one source or new clients. Best part

o all its ree!

Good word o mouth does not materialize out o nowhere, making it an elusive

avenue or new wedding photographers. In many ways, the rest o the techniques on

this list are al l building towards good word o mouth. But i youre going to invest in

any kind o marketing, make sure you invest in relationships. Seek out proessional

and client relationships that may benet you in the uture. Te wedding industry is

built on relationships.

Website

New York wedding photographer Ryan Brenizer aptly compares a photographers

website to their resume. I clients are looking to employ a photographer, a website

helps them decide who they would like to call or an interview.

And you thought you had escaped the corporate system with your new creative

career! Well, actually you have. Your website is the one place you have total control.

As a marketing tool, it is your brand showcase. Te one place where you can say,

Tis is me, this is what I do and this is what I can do or you. Te website is also

likely the destination or all o your social media outlets, and hopeully a requently

visited page due to your great SEO. In other words, all roads lead to here, so make it

exceptional.

reat client relations as a marketing tool.

Look or opportunities to surprise and delight your clients in

multiple ways. Its these little unexpected moments that people

tend to talk about.

Ask or it. Sometimes the best way to get people talking about

you is to suggest that the happy client tell a riend.

Do

Do

Do


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As we will discuss in urther detail about screening clients, your website is also the

best point o contact to weed out the clients you dont want and reel in the ones you

do.

Now would be a good time to mention that the Internet is ull o sites and services

that can help you and customize your website with ease. (Might we recommend

PhotoShelter?)

When assembling your website, start with your online portolio. Its probably not a

good idea to include every photo you have ever taken, weddings or not. Editing is

key. Only include wedding photos that:

You would absolutely want to shoot.

Will attract the kind o clients or whom you want to work.

Exempliy your brand.

Just because you shoot portraits, does not mean you need to include them, unless

part o your brand identity is your unique and/or stunning portraiture.

As or the rest o the site, make sure to include:

Imagery, bios, blogs, etc. that drive home who you are and what you oer.

Clear, understandable copy with SEO keywords that will help attract trafc viasearch results.

Easily located contact inormation.

Weddings may be extravagant aairs, but you must always do whatever you can

to keep your role simple. Tis includes your website. Beore you pile on too many

whistles and bells, make sure rst and oremost your website is easy to navigate and

the important inormation is easy to nd. Flash animations can hurt your SEO and

do not load on iPhones or iPads, so it is probably in your best interest to use Flash

sparingly. Once you have the basics in place, add and tweak at your discretion as

long as its on brand.

Make your website a shining example o everything youre about.

Use analytic tools, like Google Analytics, to better understandyour visitors behavior, where theyre coming rom, and how tooptimize your content to drive them to convert to paying clients.

Have a newsletter signup option and/or inquiry tool to generateleads rom visitors to your site.

Crowd it with so much inormation its difcult to navigate.

Use a website thats designed entirely in Flash while attractive,

Flash doesnt play well with Google and Apple mobile devices.

Do

Do

Do

Dont

Dont

When you visit New York wedding photographerBrian Dorseys website, you are immediately immersedin an experience. Te site opens with an awardrom American Photo Magazine One o the op

10 Wedding Photographers in the World. Ten anupbeat, hip song kicks in and a slideshow o dynamicphotos begin. All o the particulars are clearly labeledand visible at the top right o the homepage. TeBrian Dorsey Studios site instantly grabs you with anirreutable accolade and then keeps you with its sleek,minimalist design and the sense o un proessionalism.
http://www.photoshelter.com/http://www.photoshelter.com/


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Blogs

Personal blogs and special interest blogs are becoming a more common way or pho-

tographers to get their names out there. Many wedding photographers have inte-

grated blogs into their websites, as part o the business, and a part o their marketing

workow.

Blogging gives your brand a voice. Done well, it can be a highly eective marketingtool. Whether or not it can be or you may depend on your target market. Gener-

ally speaking, the more up market you move, the less traction you will see rom the

blogosphere. I your market is in a tech-savvy location like New York City or Silicon

Valley, having an active blog is most likely a must.

Here are some o the benets to having a blog:

CustomerRelations. A blog allows you to expand upon your relationship withclients, past, present and uture. It can oer an insight into how you operate onthe day o the wedding. Many wedding photographers do a post about every wed-

ding they shoot, and also engagement shoots. Posting about each client s weddingis a way to reconnect with them ater the day is over, and reinvigorate their excite-ment about the product you are providing them.

Trafc. Whether your blog is part o your website or hosted on a separate plat-orm (though the latter is not recommended), it can denitely help drive trafcback to the site. Applying relevant or topical SEO keywords to your titles andposts will drive more unsolicited eyeballs to your post rom search engines, and inturn, direct people to your site.

FanBase. I you take incredibly unique photos, or have a certain area o expertise,or a really unny writing style, it might be worthwhile to blog about it. An inter-

esting blog can attract ans who may not be in need o your services. It might notget you immediate business, but it certainly will get your name out there. In thelong run, many o those ans might one day require your services and they alreadyknow they want you because theyve been ollowing you or years.

Wedding photographer, blogger and workshop instructorRyan Brenizer has gained a large audience over theyears or his technique expertise and photography blogs.Te homepage o his website is actually his blog-roll,

where he posts about all o his projects including productreviews like the one below.


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Another option is submitting your work to special interest blogs or possibly pitch-

ing a blog post idea to them. Wedding blogs like Style Me Prettyor 100 Layer

Cakehave become increasingly inuential in the brave new wedding industry. Its a

potentially ree way to get your name out there and highlight your expertise.

Planners/Venues/Other Vendors

Wedding photography is a business o relationships. I you do not have strong inter-personal skills, it might be worth considering nding a partner who does. Building

a strong relationship with wedding planners and other vendors in your area can be a

golden ticket to your target market. Here are some ways to kick-start your network-

ing with wedding planners and vendors:

Attend networking events where compatible vendors will also be in attendance.

ake note o the relationships you build at weddings beyond the clients. Makesure to ollow up with that person or people ater the event.

Pay it orward with vendors. I you shoot a wedding and get some great shots o

the reception venue, consider sending them an album pro bono. Chances are theywill show it to clients, who will probably ask who took those stunning photos.

Leave no stone unturned. Wedding planners might provide the most direct ben-et, but there are many companies and people involved in weddings. I a business

connection has potential, its at least worth exploring.

Share news. Your victories and achievements are a great reason to return to po-tential partners and reerrers, and remind them about your services. I you have anewsletter, certainly include potential partners in your regular blast.

Social Media

Like blogs, your social media marketing may vary greatly depending on your target

market. Regardless o your ideal c lient, though, it is a good idea to build some kind

o social media presence. PhotoShelter recently releasedTe Photographers Social

Media Handbookon how to maximize your social media that is a highly recom-

mended, i not required reading.

Facebook vs. Twitter

In regards to which is better, the short answer is both. Tey both provide you with

an outlet or leaks or sneak peeks o event photos and blog posts. Tey both al-

low you to engage with clients and a larger audience. Both can also drive trafc and

eyeballs to your website. Facebook takes a slight edge because you can post pictures

and your portolio on it, and tag individuals in the image, thus making it easier toengage in a direct conversation about specic photos or work.

Share links to all your posts on all your social media outlets, and

make sure to tag the clients.

Tink strategically about your SEO. Liberally inuse your postsand titles with keywords you expect customers will use to nd

wedding photographers via search engines.

Wait too long ater a wedding or engagement shoot. People

move on with their l ives, and you cant aord to lose their enthu-

siasm.

Always ollow up with vendors you connected with.

Ignore hidden opportunities or a benecial relationship.

Do

Do

Dont

Do

Dont
http://www.stylemepretty.com/http://www.100layercake.com/blog/http://www.100layercake.com/blog/http://www.100layercake.com/blog/http://www.photoshelter.com/mkt/research/social-media-for-photographershttp://www.photoshelter.com/mkt/research/social-media-for-photographershttp://www.photoshelter.com/mkt/research/social-media-for-photographershttp://www.photoshelter.com/mkt/research/social-media-for-photographershttp://www.photoshelter.com/mkt/research/social-media-for-photographershttp://www.100layercake.com/blog/http://www.100layercake.com/blog/http://www.stylemepretty.com/


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In terms o day-to-day engagement, it may come down to personal preerence andyour particular market. Te important thing is that you have both, and are actively

engaging conversations and tagging or linking to the relevant clients wherever you

can. More on the importance o tagging in the post-wedding section.

Follow the Trends

Social media platorms oer a ree and oten eective way to market your prod-

uct and services. Tey are a place to build a an base and make big announcement,

re-connect with old clients and attract new ones. But in the world o social media,

nothing is static. Even mainstays like Facebook, witter and umblr go through

redesigns on a airly regular basis, and the same should be true or you. I you plan to

use social media as your main marketing tool, you will need to make it your busi-ness to stay ahead o the curve. I Pinterest is al l the rage, as it currently is, then be

one o the rst to have a robust prole. Constantly consult your analytics tools to

see how eective your eorts and campaigns are. Social media presence is more than

just having a Facebook Page - its having the most up-to-date Facebook Page that

employs all the most current eatures.

SEO

Eective Search Engine Optimization (SEO) will not only get your name out there,

it will get your name to the top o Googles search results when someone types in

Poughkeepsie Wedding Photographer. Te beauty o SEO is that it helps you

reach unsolicited prospects who need exactly what you oer, precisely at the time

theyre looking or you. Innovative SEO can even connect you with previously

untapped markets, as you will read in our prole on wedding photographer Hunter

Harrison.

Ryan Brenizer cast his net very wide in terms o anonline audience, establishing himsel as not only aphotographer, but as a teacher. While Facebook providesa better platorm or sharing actual photos, witter is

a great orum or conversation. On witter, Brenizeris able to publicly reinorce his areas o expertise to hisaudience, eld questions and drive trafc back to hisblog and other social media platorms.

ake the time to create a social media presence, and understand

how to use it to engage your target market.

Stop evolving and changing with the trends.

Do

Dont


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PhotoShelter put together a comprehensive guide,SEO or Photographers, which

covers all the ins and outs o selecting keywords, website optimization, and link-

building - all the tactics that can help you maximize your own website, blog and

photos.

Bridal Shows

o go or not to go? Tat is the question on many wedding photographers minds

these days. While wedding photographer conventions like WPPI are a great way to

give or attend workshops, network and learn about the industry, bridal shows can be

a real crapshoot.

Some working proessionals warn against the cattle call nature o many bridal

shows, while others claim its a great way to meet new clients within the market.

You must decide or yoursel whether or not it is worth the time, investment and

mental duress. Here are some actors to consider:

Is the prospect o booking 20 clients in one day worth the risk o letting oneangry person leave with your business card?

Does the bridal show in question, or bridal shows in general, cater to the kind oclientele you want?

Can you reconcile your brand with the bridal show in question?

Tere is absolutely no right or wrong answer to these, but with the advent o social

media, wedding blogs and online advertising, bridal shows may not be necessary.

Regardless o what you decide, it is best to treat bridal shows as a supplementary

resource. For every riend o yours that booked 30 weddings in one day by attending

a show, plenty o photographers book zero. Its best not to put all o your eggs in this

basket.

Hunter Harrison employs SEO keywords even in thetitles o his blog posts. In the example below, he includesthe word wedding, the name o the location and thename o the venue optimizing his prospects or anyone

searching Holden Arboretum Wedding or KirtlandWedding or Kirtland Wedding Photographer or anycombination thereo.

Read PhotoShelters SEO or Photographers guide, and dedicate

time to optimizing your website. I youre a PhotoShelter mem-

ber, you can also run our exclusive SEO Grader to track your

progress in improving your site to attract search engine trafc.

Underestimate the marketing power o smart SEO.

Do

Dont
http://www.photoshelter.com/mkt/research/2010-seo-cookbookhttp://www.photoshelter.com/mkt/research/2010-seo-cookbookhttp://www.photoshelter.com/mkt/research/2010-seo-cookbookhttp://www.photoshelter.com/mkt/research/2010-seo-cookbook


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Advertising

Blame social media and blogs or this one too, but paid advertising might not be as

necessary as it once was. Buying advertisements can get very expensive, and oten only

reaches a set number o eyeballs. I you arent careul, it can also send the message that

you must pay to get new clients. Tere is nothing wrong with this almost everyone

needs new clients. You just have to be very careul that the kind o advertising you

choose and where you choose to publish it, like everything else, remains on brand.

Beore you do anything, you need a goal that will enable you to determine the suc-

cess or ailure o your campaign. Start by setting yoursel an advertising budget, and

make sure you stick to it. I you can only aord $1,000 o paid advertising a year,

then look or the widest reaching options you have or that money.

Here are a ew more aordable, web-riendly advertising options:

Promotion rom sites likeTe Knot or wedding blogs. Sometimes these sites willthen give you badges you can put on your own site as a type o seal o approval.

Banner ads on wedding sites, blogs or other relevant destinations.

Google Adwords. (See our blog post on how photographers can get the mostrom Google Adwords.)

One o the more expensive options is a print ad in bridal magazines. Te risk here

is you also only have a set number o people who will only see it or a set amount o

time. It may be worth the reward, depending on your target market, but might not

be the best option or anyone on a tight budget.

When you do decide

to launch an advertis-

ing campaign, pay

attention to search

analytics. For example,

January tends to see

the largest spike in

Google searches or

wedding photogra-

pher. So, i you are

going to invest in a little advertising, right ater the holidays would be a great time

to do it.

Beore you pay or any kind o advertising, ask yoursel: Will this reach the audi-

ence I want and what does it say about my business? Its quite possible that a glossy

print ad will elevate your brand and target the exact client you want. Ten again, its

also possible your creative twenty something client would much rather nd you on

your hilarious umblr.

Regardless o where you choose to advertise, have a strong and simple call to

action. Tis is the behavior you want people to do when they see your ad. For

example, Call now to lock in the last 2013 weekend packages.

Overall Takeaway

Your brand identity touches every aspect o your work let it guide your marketing

as well. For help determining which marketing channels are right or you,

PhotoShelters Freelancers Online Marketing Blueprint would be a good place to

start. Te guide will walk you through key marketing concepts like return on invest-

ment, opportunity cost, conversion and lists 23 ideas on how to grow your online

ootprint. Along with in-depth explanations o how to grow your business through

pay-per-click advertising, your own website, social media and innovative content,

one read through the Freelancers Online Marketing Blueprint will give you adeeper understandings o which online channels will most help your business.

Set a goal and an advertising budget.

Pick the most obvious places. You may nd a better payo and

probably less cost i you get creative about where you advertise.

Before you pay for any kind

of advertising, ask yourself:

Will this reach the audience

I want and what does it say

about my business?

Do

Dont
http://www.theknot.com/http://blog.photoshelter.com/2010/09/marketing-with-google-adwords-8-success-tips/http://www.photoshelter.com/mkt/research/freelancers-online-marketing-blueprinthttp://www.photoshelter.com/mkt/research/freelancers-online-marketing-blueprinthttp://blog.photoshelter.com/2010/09/marketing-with-google-adwords-8-success-tips/http://www.theknot.com/


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Screening New ClientsIn a perect world, your business will soon demand a boat to escape the ood o in-

quiries or your services. But even i you nd yoursel in more o a modest puddle at

the beginning, it is still crucial to have a screening process or prospective clients. As

highlighted in both the Brand and Marketing sections, word o mouth is one o the

most powerul tools you can have, and it s miraculously cost-eective. Conversely,

one terrible review can easily undo ve antastic personal reerrals. So whether you

are up to your ears in eager c lients, or just ankle deep, you need to have a system in

place o how and who to respectully decline.

Tough over time you may develop an exact process, screening clients is an art, not

a science. People-reading skills cannot really be encapsulated in an algorithm. But

here are a ew elements to consider throughout the screening process.

The Online Portfolio and WebsiteTis has already been mentioned, but how you display your previous work can be

your best pre-screening resource. Whether reerred personally or through a search

engine, most prospective clients will look through the portolio beore reaching

out to a photographer. Most likely, they will pour over every single detail on your

website.

I your brand clearly shines through, and you have included only the kind o work

that best exemplies you as a photographer, these prospective clients should have

a pretty good idea o exactly what they would be getting by hiring you. I they love

what they see, chances are not only will they reach out, but it will also probably be agood t. I they dont dig your style, they probably wont.

Most o the proessionals with whom we spoke agreed their websites did the major-

ity o the legwork when it came to screening the clients. An understandable website

and a strong portolio will save you valuable time in the screening process.

Brooklyn photographer Betsi Ewing is a laidbackcreatively-minded photographer whose targetdemographic is twenty-something/early 30s creativetypes and destination weddings. She speaks to thismarket by including in her portolio her signaturedreamlike/vintage photos and destination shots like theones above.


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Yes, but...youre right. Tere will still be prospective clients who dont get your

work but reach out to you because they are in some kind o a pinch, be it economic

or a time crunch or whatever else. Tis is why you still need to have a plan when it

comes to screening. Even the clients who love your work might end up being a bad

personality match in person. Or, they might not be able to aord you.

Does it help to state my fees on my website?

In this economy, it pays to be exible. Putting all o your ees on your site will

certainly weed more cl ients out, but it might also turn good clients away. oo many

choices can overwhelm people, especially people planning an event already chock-

ull o too many choices. It could also hurt your ability to customize unique pack-

ages or up-sell later. I you design your site and portolio well, oten clients can tell

your price range.

I you are going to inc lude pricing, ask yoursel how your target market would react

to this inclusion. Usually the best course o action is to include your base ee or rst

tier pricing and state urther options are available upon request.

The Interview

How you execute the introductory interview will depend entirely on your brand

strategy and your market. I you are primarily a destination wedding photographer,

it will be difcult to coordinate an in-person interview. Similarly, i your market ser-

vices a lot o hometown brides who have since moved away, you may have to settle

or a phone interview.

Whatever the means, it is important to decide what type o meeting you need to

determine i the relationship is a good t. Furthermore, you need to decide oryoursel ahead o time the kind o signals or which you are looking. For example,

how involved is the mother-o-the-bride? Are the bride and groom more concerned

about their guests or themselves? What kind o party is the reception going to be?

All o these types questions should tell you i these clients will work out.

What about my brand?

I you are having the screening interview over the phone, it may be difcult to

envelop the prospective clients in a brand vision. But even the language you choose

to use will indicate the kind o experience you provide. Are you casual? Are you a

comedian? Are you the epitome o politeness? A phone call does not mean you cant

employ visuals as well. Services like Skype and GooMeeting enable video chats

and screen-sharing sessions. Trough services like these, you can present prospective

clients with image ideas or even a prepared presentation that will help bring your

pitch to lie.

I you have the time and means to meet a client in person, let your brand identity

dictate how you receive them. Your brochure or client materials should reect youroverall service. How you present your packet experientially, accompanied by a beer

or accompanied by a box o chocolates, should do the same. Are you meeting them

at your home? In a coee shop? Or in a special room in your studio? What kind o

music is playing? Will you show a video? Planning the experience rom the moment

you shake the clients hand, or curtsy and bow to the bride and groom (hey, its your

brand) can be the dierence between landing the client or losing them.

At the rst meeting, Cleveland-based wedding

photographer Hunter Harrison presents a client packetthat has a little tag and bow on it, and each section omaterials are placed in dutch elt olders, all to reinorcethe visual o a physical git. His brand identity restson providing experience o receiving a git, so rom thevery rst moment he is presenting this idea.
http://www.skype.com/intl/en-us/homehttp://www.gotomeeting.com/fec/http://www.gotomeeting.com/fec/http://www.skype.com/intl/en-us/home


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Always Manage Expectations

Regardless o how you approach the initial interview, remember:

Always have a positive attitude, even when saying no.

Be honest and c lear about your services. Do not promise anything you cannotdeliver.

Determine ahead o time whether you will present the contract in the meeting, orater. You dont want to come o pushy, but you also want to get a rm commit-ment as soon as possible and protect yoursel legally.

When to Talk Pricing with Your Client

Hopeully your branding has done its job and brought you prospective clients all

rom your target market, but at some point you still need to discuss prices. When

it comes to setting the budget, the sooner you reach an agreement the better. Tis

is naturally a very delicate situation whenever money enters the conversation, and

requires a careul approach. You must decide i it is best to address pricing at rstcontact, in the rst meeting or sometime soon thereater. Tough the decision may

ultimately depend on what eels comortable and logical or you, you must protect

your own interests and time.

Te PhotoShelter Blog published a helpul guide on having the money talk with

photography clients, entitled alking Budget with Your Clients.

While the blog post is a general guide or photographers, these are some applicable

insights or those in the wedding industry:

NoFear. alking about money isnt going to prevent you rom getting the job the client not being able to aord to pay you airly will.

BeDirect. Clients expect you to bring up the question o cost. Remember its notpersonal, its business.

AvoidEmail. Key elements to this critical conversation can get lost in translationvia email. In-person is best and a phone call is still better than electronic commu-nication.

Push,WithAPurpose. Its okay to push back on the client a little, but explainwhy you are pushing and how your proposed budget adjustment will benet the

client.

Te Wedding Photojournalist Associations online magazine, WEDPIX, recently

published an article on crating a wedding contract that covers both your clients

expectations and well, your behind. Te Good Contract Checklist in the article is agreat resource or any wedding photographer new to the paperwork process.

Show the best examples o your unique work. Its the best and

cheapest way to weed out the wrong clients.

Say yes to everyone, even i you are just starting out.

Be polite and respectul with any potential clients, even i you

plan on turning them down. Word o mouth starts at the rst

point o contact.

Go into an interview without a plan.

When it comes to setting the budget,

the sooner you reach an agreement the

better.

Do

Do

Dont

Dont
http://blog.photoshelter.com/2011/08/talking-budget-with-your-clients/http://www.wedpix.com/articles/008/crafting-a-good-wedding-contract/http://www.wedpix.com/articles/008/crafting-a-good-wedding-contract/http://blog.photoshelter.com/2011/08/talking-budget-with-your-clients/


18/41


How to Charge for Your ServicesAs the saying goes, the devil tends to live in the details and wedding photography

is no exception. Unortunately, most artists have a devil o a time ocusing on any-

thing non-creative. But unless you have enough start-up capital to hire a business

team, you will need to start thinking like an accountant in order to survive. And hire

one too while youre at it.

Every sob story begins with a wedding photographer doing it or the money, or

letting the money dictate everything else. I we havent beaten the importance o

brand to death at this point, then hopeully the long-term planning aspect o it

still remains resh in your minds. Wedding photography is not the get-rich-quick

scheme many people mistake it to be. Building your business around the bigger

picture might not mean cash right now, but its a much better guarantee you will still

be working 5 years rom now.

Begin with a Business Plan

Much like a clear brand strategy will guide the nature o your services and customer

relations, a sound business plan gives you a oundation upon which to grow your

business. When you are determining your prices or the rst time, map out your

larger goals. Tis will help you determine where to start initial prices and how to

realistically grow them.

Whether or not you hire an accountant in the beginning, you ought to invest some

time and research in learning simple accounting principles or yoursel. An under-

standing o your nances is essential beore deciding how to price your services, andhaving an accountant to help is worth the investment. (Check out PhotoShelters

2012 Business Plan Workbook, another ree guide, to help structure your business

plan i you dont already have one.)

Consider Your Costs

$5,000 or a day o shooting sounds pretty great, right? Except you arent earning

$5,000 or one day o shooting. Tere are the costs o pre-production, equipment

purchase or rental, and materials (lm, memory cards, hard drives). You also agreed

to have a photo booth and need to hire an assistant to run it. Ten theres post-

production, and the album you wil l need to print as part o the price. Tis is just the

beginning o what $5,000 covers.

$5,000 is still a reasonable price, but you need to consider what each wedding will

cost you and then crunch the numbers to see i your proposed pricing leaves you

with a prot. Tis is why hiring an accountant is really worth the money. Tey can

cross-reerence and compare, while you ocus on developing and improving the

services.

Consider the Market

Spend time researching your overall market, and what your competitors are charg-

ing. Just because you are starting out, does not mean you should undersell yoursel.

At the same time, overcharging can be equally damaging. Figuring out what your

peers are able to charge will help you determine what is realistic or you, and howyou might price in a way to give you a competitive edge.

When it comes to your target market, it is important to remember that you are not

charging what you think your ser vices are worth. You want to charge according to

how your target market values the product. Researching competitors pricing will

help inorm this. Still, approach competitive research careully. Do not assume that

all o the other photographers in your market have made the best business decisions.

You may be able to oer more value, charge more, or be more protable than they

are.
http://www.photoshelter.com/mkt/research/photo-business-plan-workbookhttp://www.photoshelter.com/mkt/research/photo-business-plan-workbookhttp://www.photoshelter.com/mkt/research/photo-business-plan-workbookhttp://www.photoshelter.com/mkt/research/photo-business-plan-workbook


19/41


Consider Workow Software

Aside rom an accountant, many new wedding photographers are a one-man show.

I this is the case, consider turning to sotware to help manage your workow,

pricing and products. Tere are plenty o programs tailored to photographers that

provide customizable templates or contracts, product management, pricing, etc. It

allows you to organize all o your clients in one centralized place.

Photographers we spoke with recommended programs like FundySotware and

ShootQ.

Tiered Pricing

It might seem like a great idea to oer your clients the option to customize their

own package. But too many options can stress out the client, and compromise your

resources and nances. It is best to oer separate pricing tiers, with the option to

customize.

I youve done your research and considered your costs, you should have most o the

inormation you need to dene your tiers. You might want to consider what variable

will aect the price jump. Tese are some actors you may want to consider using,

either alone or some combination thereo:

Hours: 6 hours, 8 hours, 12 hours, whole weekend

Additional services

Additional photographer

Additional deliverables

Te best place to start is the base package. What is the minimum you need to

charge based on your costs? Depending on which pricing variable or variables you

settled on, you can build up your tiers based on where you set the base price.

Brooklyn-based wedding photographer Betsi Ewingchose to list her packages and prices directly on herwebsite. Te elements o each tier are laid out clearlyand concisely, with hourly details and manpower

explicitly identied. A client can compare each o thetiers and understand exactly what they would bepaying or with each option.
http://www.fundysoftware.com/http://web.shootq.com/http://web.shootq.com/http://www.fundysoftware.com/


20/41


More tips on pricing:

Four tiers are standard, but consider what makes the most sense based on yourbusiness plan.

Be careul to create tiers that leave you open to add-ons later.

Consider throwing in perks and reebies to higher tiers to entice clients.

Simplicity is key. Padding your packages with too many little things can get con-using. Make sure each package is clear and concise in terms o services oered.

Market Growth

In order to grow as a business, you will need to increase your pricing at some point.

Te beauty o the wedding industry is that or the most part each client is a one-

time aair. You will likely not have a client asking why you are charging them more

this year than you did last year.

Many photographers

go the annual route,

increasing their pricing

once a year. Should you

go this route, how much

you choose to increase

depends on a lot o ac-

tors. Tis is why having

a business plan is so

helpul. I this year youare charging a base rate o $1,500 and 5 years rom now you want to be charging

$3,000, it would not make sense or you to raise your prices by $1,000 or next year.

You will price yoursel out too quickly. At the same time, you may need to raise your

price more than 10% to reach your goal.

However, i you nd yoursel ortunate enough to start getting booked regularly, it

might be time to raise your prices. I you book yoursel totally solid at the start o

the year, not only does it mean your services are in high demand, but it also means

you are leaving money on the table. Dont lock yoursel in.

In these tough economic times, you always have to consider what the market can

bear. When you rst set out to create a price structure, you presumably did all the

research you were advised to do about market competition. I you are considering

raising your prices, you should consider also doing some more homework. How is

your markets economy aring? How much are your competitors and peers increasing

their prices? Consider speaking with vendors and wedding planners to see how any

market uctuations are aecting them.

Remember, though, that you can always change your prices back. rial and error

is not the best route, but i you nd you have out-priced yoursel, you can always

change it up again.

ruly, though, the best way to ourish in any market is to continue making yoursel

and your services as unique as possible. Add value wherever possible. I your product

cannot be ound anywhere else, then the market will gure out how to pay or it.

Your research. Familiarizing yoursel with the competition and

your target market will help you choose the best prices or yourservices.

Let quick money motivate how you price your services. Develop-

ing a long-term business strategy based will pay o in the long

run.

Leave room or growth. You may need to evolve to continue

distinguishing yoursel, make sure your business plan is exible to

that.

Book yoursel solid. I youre booked or the entire year by Janu-ary, you may be leaving money on the table.

Add value wherever pos-

sible. If your product cannot

be found anywhere else,

then the market will fgure

out how to pay for it.

Do

Do

Dont

Dont


21/41


Pricing the ExtrasTe devil may be in the details, but so is a lot o potential revenue. Event day add-

ons and additional post-wedding deliverables can give a sizeable bump to your nal

paycheck. But approaching the up-sell is a delicate situation with c lients, because

they should never eel like they are being up-sold. Nickel and diming clients could

likely give them a negative experience, and leave you with a poor reerral.

Shoot for the Book, Not the Stars

Tere is a lot to keep in mind on the event day. Weddings are inherently chaotic. Tere

will be more discussion on managing the day o in the next section. However, i you are

hoping to sell multiple prints, canvasses, albums, mugs, t-shirts or whatever deliverables

on brand with your services, you need to keep that in mind when you are shooting the

wedding. Or they may want the hyper-artistic photo in their album, but they also want

portraits.

Always be on the lookout or great shots or your portolio, but remember why youare there in the rst place. Get the shots your client is going to want to see. Part o

this will come rom understanding your target market and getting a sense o what

people like to buy, but always be listening or clues rom your clients about what

kind o photos they want. More oten than not, those are the ones they ll buy. And

thats when you can sell them on the crazier shots.

Pricing Your Products

Below are points to consider when working with your accountant on how to price-

out your add-ons.

Basecosts. What is the cost o raw materials? What kind o bundle deals doesyour printer oer? How many people will you have to hire to assist post-produc-tion? How many hours will it take you to create and deliver the product?

Clientexpectations. Be realistic: what will your target market want to buy andwhat are they willing to pay?

Markettrends. Research what your peers are oering and charging. Also payattention to any new trends in the wedding industry. Tere may be new productsclients are requesting, so investigate i this is a viable avenue stream or you.

Focusonalternatives. Ater amiliarizing yoursel with what the market is al-ready oering, explore alternative or unique products you may be able to oer.

Justifytheexpense. Make sure the dierent levels o products you oer are worthit. For example, i you oer variations on albums, the top tier album better be atop tier product with more than just additional pages or a cover photo.

Digital Download Debate

In 10 years, everything will be digital. Tis a general ear among photographers, but

especially those like wedding photographers whose bread and butter is print sales.

Ten again, theres something irreplaceable about a tangible album you can hold.

And a desktop photo still isnt quite the same as the photos hanging on your walls as

decoration.

Whether or not you include all digital downloads or a disc o photos in your base

package or higher will also depend on your target market and the overall market in

which you are working. I you have a competitive advantage, you might have some

breathing room. But most likely, your competition provides all digital les as part o

their base package. I you dont, you better be condent that your prospective clients

will absolutely want you over anyone else. Otherwise, you risk pricing yoursel out.

Most photographers consulted or this guide provide digital les o some kind in

their base package. You have options, though, to encourage potential digital sales.

Watermarktheles. Tis will protect your work and also open up potential salesi clients want downloads without copyright.

Provideadisc. Tis puts an additional step between the photos and online access.

Includetherst100downloadsforfree, and institute a pricing system or ad-ditional downloads (or use that to upsell ull tiers).

Sellpersonalusedownloadsindividually. Some services (like PhotoShelter)allow you to set prices and deliver downloads automatically online, the same waya client would purchase prints ater the event. Price these accordingly to ensureyour comort.


22/41


Te overall experience you provide a client should involve building a relationship.

An established relationship will make additional sales easier because you will have

your clients trust. Newlyweds who trust you will return or amily photos when they

have children; parents o brides who trust you will come back to you when their

younger daughters get engaged; and everyone will reer you to their riends and

amily.

Weddings have a natural narrative. Tere is a beginning, middle and end with plenty

o drama in between. Tis is a git or the photojournalist. But what will dierenti-

ate you and your sales potential is the unique experience you can oer. How do

event day items enhance this experience? What story can you tell or the bride and

groom? All o this, o course, goes back to your brand and the experience your brand

provides. But, i you sell them on the story, you might be able to sell them on a

photo booth or an additional photographer or a storybook album.

I each pricing tier enhances the story and experience you can oer, have illustra-

tive reasons why tier 2 or tier 3 oers a more complete vision. But do this without

undercutting the value o tier 1 you never want to make the clients eel cheap or

their choices.

Selling the Experience

Tip

TipTip

Te highest package should oer the highest level o experience.

It should not just be a kitchen sink o add-ons.

Err on the side o generosity, or it may cost you your clients.

Ever use the word up-sell. Tink o it as enhancing their memories.

Capitalize on post-wedding excitement. It will be much easier to

sell a client on the 40 x 50 canvas o a wild party shot once its

actually happened.

Crowd your own marketplace. oo many options might mean nosales.

An album can be a story. I you can sell the clients on this story

and deliver it, they will want to buy something to remember it by.

Consider waiting until ater the wedding or engagement photo

session to present your client with additional options. Wait until

a little trust has been established to make your recommenda-

tions.

Do

Do

Dont

Dont


23/41


The Wedding DayTe big day has nally arrived! While it may not be your big day, you have a big day

ahead o you. Embrace the stress, and then let it go. Your ability to go with the ow

is what will make you a great wedding photographer, because everything rarely goes

as planned. Remain alert, stay calm and grab your cameras it s time to tell a story.

Deliver the Experience You Promised

Remember how you sold your clients on that great story? Well, today you deliver it.

I you pitched yoursel as a y-on-the-wall presence, be that. I you sold yoursel as

part o the party, be ready to party. Tis is why knowing yoursel and knowing your

brand is key, because it is or those two things your clients picked you. In addition to

playing the role you cast yoursel in or the day, keep a vigilant eye out or the shots

and set-ups that support the portolio you presented.

Be a HeroA lot goes into ensuring that a wedding goes a smoothly as possible; still things

inevitably go awry. It wont take long to notice that the same issues arise event ater

event, so be ready to demonstrate your expertise. Learn how to tie a bowtie and

pin a boutonnire; carry extra tissues, breath mints, collar stays, and both colors o

bobby pin. Your clients and their engaged riends will remember you or it.

Managing Yourself and Your Sta

Be your personality, but also be exible to the needs o your clients. Ater all, you

were hired to do a job. Dress appropriately and act appropriately this may include

taking shots with the groomsmen, when appropriate. No matter your brand, it isimportant to act with a high level o proessionalism whether youre with the bride

or taking ve with the wedding planner. It sets an example or your sta and will

nurture that trust you have been building with clients and other vendors.

Whenever possible, work with your clients to plan the schedule or the day. Make sure

it allows ample time or you to deliver the work you promised. Once youre comortable

with the timeline, memorize it, plan accordingly, and keep a printed copy on hand or

reerence. I you have additional photographers or assistants, make sure everyone knows

the schedule, where they need to be and what they should be shooting.

I you do hire sta, only work with people you like and trust. Do not choose the

wedding day to vet a new assistant. Have a network o riends and sta who under-

stand your brand and workow, and can jump into the mix with ease.

The Second Photographer

Some wedding photographers always bring a second photographer, and almost all

preer to have one on hand. I you choose to bring one, or the package calls or one,

make sure to hire a photographer you trust who ts with your brand and style. Te

big day is not the day to do a trial run, i you can avoid it.

Its always a good idea to have back-up support. A second photographer might be

a great person to have cover the amily portraits, to ensure they get done while you

can ocus on the more photojournalistic shots. Second photographers can be your

insurance policy or double coverage o the most important shots o the day and,

because they are always covering a dierent angle at any given moment, they photo-

graphically allow you to be in two places at once.

Chip Litherland recounts going so ar as to help a

bride zip up her dress, he has held purses through theceremony, carried shoes in his camera bag and alwayshas a supply o tissues on hand. Te reward? He had onehappy bride recently contact him with the subject lineHey BFF .


24/41


Be sure to have an agreement in place with second photographers that clearly states

who owns the images and what they can and cannot do with the photos they take.

Tis will help you avoid both any ambiguity as to which photographer was hired by

the client and potentially devastating arguments with the riends you hire.

I you can, give credit where credit is due. Some studios lump all wedding photos

together as their product. Tis is standard practice, so i you choose to do this it is

not necessarily the wrong choice. But, i you use a second photographer it is a goodidea to credit their work. It will not take away rom your brand that you hire other

quality photographers. Good karma ts into almost any brand.

Managing Your Equipment

Part o the experience you promised and the story you plan on telling may involve

dierent mediums, or example lm and digital. In addition to a detailed schedule,

make sure you have a prepped back-up or every essential piece o equipment: hard

drives, additional lm, extra memory cards, batteries, camera bodies and whatever

lenses you will need. I you or your second photographer could not complete the jobwithout a specic piece o equipment, you must have a back-up. Have a process in

place, and i you have an assistant, make sure they have a detailed understanding o

the process as well. Tis process should include syncing the date and time or every

camera used at the event; this simple task will greatly speed post-production.

Shot List

Figure out what shots you absolutely must get that day. Sometimes the client will

tell you, sometimes they wont. But know that there are general shots that almost

every client will implicitly expect and you need to deliver them. Over time you will

develop a sense o what these are, and not need to ask. But as you get started, it may

be a good idea to have a conversation with clients, ask them to create a list or even

provide them with a list o options or them to pick and choose.

Chip Litherland uses ShootQto create a questionnaire or his clients where they

can customize a list o photos they want the program automatically saves their

customized list into the master client le. When prepping or the wedding he sim-

ply needs to pull up their le to go over their specic needs.

Many photojournalistic wedding photographers do not necessarily have a deni-

tive shot list, but rather a deep understanding o the stories they need to tell. In

act, staring at a shot list all night might cause you to miss some o the spontaneous

moments. It will serve you better to do the legwork in pre-production, memorize

as much as you can and keep a cheat sheet i you think you will need it. When in

doubt, think like your clients. Reerring to the same wedding magazines, blogs and

websites your clients used to plan their day will give you an excellent idea o the

kinds o shots they expect.

In addition to preparing a shot list ahead o time, do research on the day itsel. Here

are some elements to consider that may help you brainstorm possible shots and set-

ups:

Schedule o events.

Wedding color scheme.

Wedding party clothes.

Venue the reception hall itsel, decorations, and set-up.

All o these elements can present you with great visual opportunities; preparing or

them might actually help you grab spontaneous shots.

In her blog post or PhotoShelter, accomplished wedding photographer Missy

McLamb advises aspiring wedding photographers to Plan. Focus. Execute. And

then orget it all. It might be a good idea to make that your mantra.

Prepare. No matter how in-the-moment your photography may

be, knowing the details o the day will help you be in the right

place at the right time.

Freak out. You should always make the clients eel totally at ease.

Tings will go wrong, but i you have a plan and people you trust

you will be ne.

Hire people you trust.

Use your shot list as a crutch. Be prepared to be in the moment.

Do

Do

Dont

Dont
http://web.shootq.com/http://blog.photoshelter.com/2010/02/the-7-ironic-truths-about-successful-wedding-photo/http://blog.photoshelter.com/2010/02/the-7-ironic-truths-about-successful-wedding-photo/http://web.shootq.com/


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Post Wedding Marketing & DeliveryNow that the wedding is over and happy couple is saely on the plane to their tropi-

cal destination o choice, it is time to take a deep breath. You will need it, because

your work is just beginning. Tis guide mentioned earlier that the base ee you

charge is not just or the one day o shooting. Its or the sum o all the parts o your

service, and its important to keep a balanced equation in the post-production phase.

I ever there was a time to hire help, post-wedding may be the time to pony up. I

all went well, you are let with a whole lot o antastic photos. Tey will need to be

imported, culled down in number, edited, retouched, rendered, exported - and you

might have another wedding to shoot next weekend.

Know your time and skill limitations, and invest accordingly.

Managing ProongPrioritize. When it comes to delivering proos to clients, this is a word to live anddie by.

You can start by setting a timeline or yoursel. Depending on your agreement

with the clients, you may be contractually obligated to have the proos by a specic

date. I this is the case, start with that date and work backwards to create a realistic

schedule or yoursel. It is also a good idea to push up the deadline or your personal

purposes, to add a ew extra days o padding.

Keep in mind that i you shoot on lm, you will need to allow or extra time ordigitization. Tis may also prevent your abilities to upload to Facebook or your blogs

as quickly something to consider when youre selecting what mediums to shoot.

Tere are a variety o photo editing programs that expedite the importing process.

WPJAs magazine WEDPIX has a helpul article on shortcuts and timesavers or

digital post-production, which you can access here. Adobe Photoshop is the classic

standby, but programs like Adobe Bridge, Apple Aperture or PhotoMechanic 4.4

also allow you to customize data management. Look or photo editing sotware thathas batch processing eatures. Tis allows you to record certain actions and apply

them to batches o photos. Retouching hundreds o photos will go innitely aster

this way.

Whether it was part o the legal agreement or not, standardize sharing proos with

clients. Youll benet rom the efcient, repetitive workow and your c lients will

know exactly what to expect. I you are a destination photographer, you may not

have the luxury o going over the photos in person. I you use a service like Pho-

toShelter to provide online ordering, , it may make more sense to create a password-

protected link to send to clients. You may opt to send a zip le straight to their

email. Te most important thing is to make it as easy or your clients as possible to

make selections, give notes and order as much as possible.

I you have hired photo editors and/or assistants or the project,

make sure to sync your timeline with everyones calendar beore

nalizing it.

Simplicity = Sales

It goes without saying that you should save and back up your

work oten. You might intuitively know this, but you should

still have a workow standard in place or yoursel and your sta.

Te common rule o thumb or sound digital asset management

is 3-2-1 make three dierent copies o the images, on two di-

erent orms o media, and one should be maintained osite.

Tip

Tip

Tip
http://www.wedpix.com/articles/001/digital-post-production-shortcuts-and-timesavers/http://www.wedpix.com/articles/001/digital-post-production-shortcuts-and-timesavers/


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Facebook

Te day ater the wedding, the bride and groom wake up with a killer hangover and

also a message on their phone that you, the wedding photographer, have tagged

them in 25 photos on Facebook. You cannot buy the kind o excitement that ensues

and you dont have to, because Facebook is ree.

A next day leak or sneak peek is an incredibly eective marketing tool not only to

get your current client excited to see more o their photos, but to all o their riendsand contacts on Facebook who are impressed by the turnaround and the product.

It is a surere way to build some serious word o mouth.

However, a next day delivery might not be a very sustainable model or you. You also

want to ensure the sneak peek you post looks antastic, reects your brand and is

buzz-worthy. In other

words, dont put up

anything just to have

something up. It is okay

to wait a little bit, butnot too long. I you plan

on posting any photos

o the wedding, be it 3 or 30, dont wait longer than a ew weeks. Returning rom

a honeymoon to a ew preview photos will create its own kind o excitement. But

eventually, people will resume their regular lives. You dont want to miss this oppor-

tunity to splash your name and work all over Facebook, or Google + i your c lients

use that.

Leak just enough to whet your clients appetites. Dont give away all the best pic-

tures, nor too many. Understand that once you put those up, they are more accessibleor use by others, not well protected, and subject to Facebooks terms and conditions

so watermark them i you want, then let them go. Watermarking can be a very

eective marketing tool when the photos spread virally, so be sure to include your

logo, website and/or contact inormation.

Remember your brand and its target market. Your clients may not actively use Face-

book, or they may not care to have their photos published there. Do not put the cart

beore the horse - dont market yoursel or share images o the special day on social

media i it compromises your clients expectations.

Blogging

A blog is another avenue to capitalize on the post-wedding excitement. Same rules

apply here as with Facebook: quality trumps speed, brand trumps marketing oppor-

tunity, preview just enough to generate excitement; and the clients enthusiasm has

an expiration date. Tere may be overlap, but i it is on-brand theres no reason not

to make a sneak peek album on Facebook and release a concurrent blog post.

Te benet to a blog post is it allows you to tell a little more o a story, i you sochoose. I it eels true to your brand voice, include a unny anecdote to the day or

choose one o your avorite photos o the client and discuss why you like it. Dont

share anything that may eel too personal or superuous, keep the copy concise and

entertaining and the pictures, comment-worthy. While keeping true to your brand,

the blog gives you a great opportunity to share more signals about how you work,

interact with clients, and take an interest in their lives.

Once you publish your well-edited blog post, spread the word across all social media

platorms. Be sure the bride and groom are not going to mind being retagged on

Facebook in association with the link. Share on witter, Google +, Pinterest andeverywhere else that you and the couple have a community. Its ree advertising that

will drive trafc back to your website. Just make sure you do it in a timely manner

i you take 8 months to post it, current and uture clients will not care i your blog

post wins a Pulitzer.

Tis is your golden opportunity to put up some o those maga-

zine-quality, wild, breathtaking shots that the clients may not end

up ordering, but will get a lot o traction. More Facebook likes

and comments means your photos will be showing up in more

newseeds, translating to more eyeballs on your work. For more

tips on what makes a photo comment-worthy, check out this

PhotoShelter blog post by Scott and Adina Hayne.

If ever there was a time to

hire help, post-wedding

may be the time to pony up.

Practice discretion and adhere to your brand when composing a

post. Tis is a great way to continue the conversation with clients,

so make sure to give them what they know.

Tip

Tip
http://blog.photoshelter.com/2011/04/are-your-images-commentworthy/http://blog.photoshelter.com/2011/04/are-your-images-commentworthy/


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Follow Through

I word o mouth is king, then ollow through is checkmate. Poor chess analogies

aside, ollowing up with your clients and ollowing through with your promises is a

key ingredient o word o mouth. Tank them or the experience, compliment them

on their day, send a little token o your appreciation or a large, lavish git. Unless

your brand-identity is the emotionally unavailable wedding photographer who seeks

to alienate human contact, having a post-wedding thank you strategy should be part

o your plan.

In addition to being good customer service, ollowing up can also present additional

sales opportunities. Sending a git or card a month or two later reminds the clients

o you and your services. ake the initiative to oer an in-person consultation or

phone call to go over proos. No matter how many extra units you end up sell-

ing, you want the client to walk away rom the whole experience eeling important

and taken care o. Chances are they will walk right up to their engaged riends and

recommend you.

Your brand and business plan will help inorm the best ways or you to ollow up,

but try to keep your communication memorable, yet proessional. Here are some

easy ways to maintain contact with your clients long ater the big day:

Give them a git, it does not need to be photo-related at all.

Send an anniversary card or their rst year.

Oer holiday discounts or coupons, only i it eels comortable to your brandidentity, but its another way to start a conversation.

Host an event or an open house and invite your clientsas long as it eelson-brand to do so. Its a great opportunity to reach out to your old clients andre-connect.

Photographer Chip Litherland does a hybrid version othese two methods, posting a link with thumbnails onhis studios Facebook page that drives to his sneak peakblog post or each wedding he shoots.

reat every single client as though they have a million-dollar

budget.Tip


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PROFILE


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The Transition fromEditorial to Wedding:

Chip LitherlandOne night in Vegas, Chip Litherland made a bet at the roulette table onnumber 11, and ended up meeting his wie that night. Years later, Chiptook another leap o aith on that number when he decided to supplementhis photojournalism career with a new business venture: Eleven Weddings.

Ater graduating college in 2000, Chip Litherland went straight to his rst love o editorial with a job at the

Sarasota Herald ribune. Ater years o pure photojournalism, a desire to branch out and the altering printindustry inspired him to explore alternative avenues. But, weddings werent exactly on his radar. At the time,

compelling documentary work and wedding photography elt mutually exclusive. Tat all started to change when

Chips sister asked him to shoot her own wedding.

In one day, Chip learned the stress and chaos involved in shooting a wedding; he also discovered the creative

potential. Friends started requesting his services and quickly he realized this wasnt just something he could do

or extra work; it was work he enjoyed doing. Chip realized it was time to hit the proverbial books, and he im-

mersed himsel in learning everything he possibly could about the wedding industry. He poured over the pages o

Amanda Sosa Stone and John Harringtons books about starting your own photography business. He sought out

the consult o mentors like San Francisco wedding photographer Ben Chrisman and Mark Adams in Atlanta. Heused PhotoShelter to set up a wedding-specic website. By the time he set up his company Eleven Weddings,

Chip had consumed enough inormation about the industry to eel comortable orging ull speed ahead.

And ull speed ahead he orged. He now shoots 20-25 weddings a year, while still continuing his career as a

photojournalist shooting reelance editorial and travel work. Word o mouth has been essential to his business

growth, as has the PhotoShelter guide, SEO or Photographers, in helping him drive trafc to his blog and web-

site.

PROFILE

Website:

http://elevenweddings.com/

Twitter:

https://twitter.com/chiplitherland

Facebook:

Eleven Weddings

PROFILE
http://www.photoshelter.com/mkt/research/2010-seo-cookbookhttp://elevenweddings.com/http://%20https//twitter.com/chiplitherlandhttps://www.facebook.com/pages/Eleven-Weddings-Photography-by-Chip-Litherland/53482440632?v=wallhttp://blog.thecauseofprogress.com/https://www.facebook.com/pages/Eleven-Weddings-Photography-by-Chip-Litherland/53482440632?v=wallhttp://%20https//twitter.com/chiplitherlandhttp://chriskelly.photoshelter.com/http://elevenweddings.com/http://www.photoshelter.com/mkt/research/2010-seo-cookbook


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Chip describes himsel as a sel-diagnosed color addict, a quality exemplied by the portolio on his website.

He shoots your standard amily portrait, but you wont nd those anywhere on the site. What you will nd are

un, punchy pictures ull o color and lie. Tats the brand he wants to convey, and hopeully, in his words, the

bait that draws the sh I want to hook. Some o his photos might be a little out there in the world o wedding

photography, but when someone hires Eleven Weddings they know exactly what they re getting. Te strength o

his brand has paid o in great relationships and a bridezilla-ree record thus ar.

It was just great to have you around all day. Tese are the words to which Chip aspires to with every wedding he

shoots. Just like his photos, he tries to keep the experience un grabbing a beer or a groomsmen toast, or carry-ing the brides shoes, or completely clearing out o the way where appropriate. Its about making yoursel an active

participant in the day without overstaying your welcome. Litherland attributes this skill as something he picked

up rom photojournalism.

At the start o his career, he balked at the idea o ever becoming a wedding photographer. Now that he has

become one, it has been one o the most wonderul and rewarding experiences. Tis is due in no small part to the

shit o style in wedding photography.

Te whole new photography ood in the market has been a godsend or people like me, says Chip. He eels he

hasnt had to change the way he shoots, and that might not have been the case 10 years ago. While he plans tocontinue shooting editorial or publications likeNew York imes, Wall Street JournalandESPN Magazine, Chip

remains open to growth in the wedding world. No matter what happens, he eels grateul to continue getting paid

to take pictures.

For anyone irting with the wedding industry, his advice is to approach it with the right attitude. I you think

youre going to make money on the side but you hate it, youre going to ail miserably. You have to own your

business and your vision. Chips example proves that your personal creative vision and your wedding business no

longer have to be so mutually exclusive.

PROFILE

Takeaways

Being a wedding photographer does not meanyou have to give up your photojournalismcareer in other niches.

A strong overall brand experience can guaran-tee a strong client experience.

I you plan to take a risk, educate yoursel asmuch as possible rst.

PROFILE

photoshelter wedding photographer business guide

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