DISCLAIMER: All opinions expressed here are strictly my own and have also been known to change over time. I am a work-in-progress. I am not always right. I do not consider myself an expert at anything or necessarily uniquely qualified to provide advice (if given) that may be helpful to you. But advice, when given, is intended only for a positive purpose. All readers are encouraged to always inform themselves in greater detail and make up their own minds with regards to anything I might write. To get a better idea of who I am, my experience, and where I'm coming from, see my "about me" blog entry.
Authors Note To Readers: Comments, constructive criticism, differences of opinion, and pointing out mistakes & typos is always welcome.
Written by Los Angeles photographer, Zero Dean.
Reprinting or duplication without permission is prohibited. © Zero Dean
"Photographers' Marketing Tactics Exposed"
There's a book called "Influence: The psychology of persuasion" by Robert Cialdini, PHD. I own it. Are you nervous yet?
It's a good book. Pretty famous, actually, so you may have heard of it. In his book, the author explains how understanding the psychology of persuasion can help you avoid being manipulated or at least recognize it when it happens.
In my previous post I talked about how silly I thought it was that many photographers essentially "pretend" that other photographers don't exist and the lengths they'll go to keep their "distance"…but then I realized it's not really silly. It's marketing.
I think it's generally considered a foolish move to acknowledge your competitors because, when you do, all that really does is draw others' attention to them and away from focusing on you.
Anyway, the way companies or people market themselves is often very manipulative. Now, I know "manipulate" is considered a bad word, but I don't mean it in a shady sense. All marketing is manipulation. Every commercial you see on TV is trying to "manipulate" you, though we generally don't think of it as such.
And there are always certain themes that pop up as a result of the way they want to manipulate you. At the most basic level, advertisers either want to appeal to your natural inclination to want to move away from pain (and buy their product) or appeal to your natural inclination to want to move towards pleasure (and buy their product).
Sometimes it's literally, as in the case of pain medication. Take this ibuprofen product (which is basically the same as all other ibuprofen products!) and your pain will go away better, faster, and more effectively than the other products with nearly identical ingredients.
And sometimes it's figuratively, as in, you will be seen as nothing but hip, cool, or successful, if you drive one of our cars (and won't you feel really good when that happens). And there's the body spray will make you smell sooo good that members of the opposite sex will do anything to be near you (and we know what happens after that).
And although none of it is very subtle, it works and people go for it in droves.
Effective marketing is most obvious when it convinces a totally rational person to choose a more expensive product over a cheaper one when they both contain the same ingredients. Whether you remember a jingle, a TV spot that made you laugh (a great form of marketing), or simply because the box is really shiny and has lots of happy colors, it's marketing and you're being manipulated.
Well, I'm here to tell you that this kind of thing is happening all over. Anywhere someone is trying to sell you something. And again, there's nothing wrong with it. People want you to use their products or buy their services. And I know from a pretty good source (me) that photographers are no exception. And they're usually not very subtle about it either.
And so I just thought it would be interesting to touch upon the many ways in which photographers are trying to get you to buy their services.
No, this isn't intended as some personal vendetta against photographers! I am a photographer, so many of these marketing tactics apply to me as well. And I'll own up to it. I don't think there's anything wrong with drawing attention to the way a specific field of people tend to market themselves to the rest of the population in order to attract their business. Especially if it can help you make more rational, or at least more informed decisions.
Before I do this, I just want to make it clear that I'm not thinking of or trying to address any photographers in particular (that would be stupid and I've already angered enough photographers for one week), this is just a general observation from what I've seen (and even occasionally tried) over the years. Any similarities between a marketing tactic you read and a photographer you know who markets themselves in a similar fashion are purely your own interpretation.
Anyway, much like the spirit of Mr. Cialdini's book, I think that by at least knowing about the tactics photographers use to get you to work with them, it may help you to avoid unsuspectingly falling for them.
I am going to make a point of first addressing a couple tactics that I think I would most likely be associated with, though there may be some others as we go along.
(Right about now I think I'm probably either remarkably brave or remarkably stupid! Or possibly both. We'll see!) First I'll present the list of topics and then I'll discuss all the juicy details below.
Again, this is a long list, so don't feel like you have to read it all at once. I numbered things to make them easier to refer back to.
1. The photographer projects an attractive persona and appears to want to help people (but really has a hidden agenda).
2. The photographer wants you to believe they're providing advice out of the goodness of their heart (or is it?).
3. If you don't work with this photographer, it could jeopardize your acting career.
4. The photographer has a totally unique "process" to create headshots.
5. Studio lit headshots are vastly superior to natural light headshots (and vice versa).
6. The photographer is "affordable".
7. The photographer isn't cheap, but isn't your career worth it? You get what you pay for.
8. The photographer offers bargain prices (sounds too good to be true).
9. Professional photographers are the only people who can get your headshots done right.
10. The photographer offers a "limited time" special.
11. The photographer will provide headshots that will "get you work".
12. The photographer will provide headshots that will "get your foot in the door".
13. The photographer highlights the fact that they've worked professionally for many years.
14. The photographer highlights the fact that they've worked with celebrities.
15. The photographer has relationships with casting directors who love their work.
16. The photographer wants you to believe that they're the only photographer for you.
17. The photographer has been on TV (so they must be good).
18. The photographer only uses "professional" equipment or their equipment is superior to others.
19. The photographer has the unique insights or skills necessary to capture "the true you".
20. The photographer is easy to work with & will make you comfortable.
21. The photographer's web site has very positive testimonials
22. The photographer has won awards. They must be better than those who have not.
23. The photographer has a really professional looking website, so they must be good.
24. The photographer says something about another photographer, so it must be true.
25. The photographer has very limited availability to work with you (they must be very busy)
1. The photographer projects an attractive persona and appears to want to help people (but really has a hidden agenda).
I think another way of putting it is "a wolf in lambs clothing" or something like that. Yes, there is always a possibility that someone is putting up a front only to take advantage of you. And this phenomenon, like most that I'm going to cover, doesn't only apply to photographers. Lots of people do this.
This is a case where if anything about a person or a company seems a little too peachy perfect or makes you feel uncomfortable, you should proceed with caution. But also remember that not everyone is out to get you or take advantage of you. Even if it's happened to you before by someone else.
I've had potential clients call me totally upset before I even say a word because they had an awful experience with someone else and they just don't trust photographers any more. And while they're now out looking for a new photographer, they're still stinging from their past experience and they're still upset about it. This often becomes obvious within just a minute of the conversation. What would normally be a straightforward question & answer session becomes an interrogation. And it's usually not far into the conversation when the person expresses that they're really just being careful because of a previous bad experience.
When I first started out, being on the other end of this "attitude" often took me off guard because I didn't know where it was coming from. Now I've learned to recognize it.
In any case, by proceeding with caution, you can put yourself in a position where you don't have to commit one way or the other. You can use this time to gather more information about the person or company, get referrals from others, and talk to the person you are thinking about working with directly. And if you get the feeling that something just isn't right or feel pressured, move on or address the issue directly!
As for me, the photographer I spoke with a couple days ago accused me of the above. So I know at least one person thinks it (and I hope you'll read down to #24 to see what I think might happen as a result). And while I touched upon it in yesterday's post, I'll address quickly here…
I am who I am. I'm not perfect, but I try to be the best person I can be and provide the best services I can. I'm honest and upfront about what I do, but I don't expect you to take my word for it. If the persona I give off is an attractive one, then I'm grateful for it.
Yes, I provide advice, as well as free shoots as both a service to others and a way to get my name out. I enjoy helping others because it makes me feel good. And I enjoy helping others because it can sometimes lead to paid work which, in turn, allows me to continue doing what I love for a living.
Yes, I do need to market myself in order to continue doing what I love, but I only want clients who want and are ready to pay me in return for a service they feel is worth the investment.
[I just realized that I think some of what I've experience since moving to LA is an immediate suspicion of anyone "nice". I've noticed that some people here do put on a front, which I've later (or immediately) realized was totally fake. You know, one minute a person is calling you their friend and the next minute they're talking trash about you to someone else.
Perhaps that's why it's many people's instincts here to shy away from anyone who appears too sincere or positive. Maybe it's better to befriend an ass. At least that way you know what you're getting! Just a thought.]
2. The photographer wants you to believe they're providing advice out of the goodness of their heart (or is it?).
I can see the accusations coming, so I'm going to hit this one head on as well.
Photographers may provide advice for a number of reasons. It makes them look knowledgeable. It can make them appear helpful. And it may even help get them paid work by potential clients who appreciate and get something of value out of what they read.
I will openly admit that I provide advice for all of those reasons. Though I hope that I don't just appear helpful, my goal is to be helpful. And that aspect of it is done out of the goodness of my heart. I truly do like to help people.
The problem you can run into when reading advice written by photographers which is intended for an audience of potential clients, is that it can sometimes be biased towards the photographer, misleading, and on some occasions, completely wrong.
Sometimes advice is provided only to serve the best interest of the photographer (usually to gain your business), not the potential client. And this is where you can run into trouble.
As the reader, it is always best to take such advice with a grain of salt and check other resources and read others' opinions before immediately accepting everything they say as fact. Yes, even if they've been working for years and years and years. Sometimes a person isn't intentionally being misleading, sometimes they just don't know, have an opinion that is out-of-touch with their peers, or are not up-to-date with the times!
In my case, my goal when I provide information or advice to potential clients is to do so in as unbiased a fashion as possible. And I also do so with disclaimers stating that, hey, I could be wrong and it's just my opinion, it doesn't mean it's fact. Plus, the advice I provide on my web site is seen by thousands of people every month from people all over the world. I'm not simply trying to capture the attention and business of possible local clients. I'm providing advice to thousands of people with whom I have very little chance of ever working with!
And I'm not exaggerating. My website, zerotopia.com, is visited by an average of about 500 unique visitors per day and climbing.
3. If you don't work with this photographer, it could jeopardize your acting career.
It's just a headshot folks! It's a photograph. Yes, you want a good one which accurately reflects who you are, but even if that's not what you get, you're acting career isn't over. You have someone else take your headshot!
I know headshots can be a big investment, but as an actor, it's something you need to grow accustomed to because every time your look evolves, you'll need a new one. That's why it's such a beautiful thing if you find a great photographer who provides the type of shots you like. The chances are good that you'll get another great shot the next time you get headshots.
And that's also why it's a little easier for photographers who have been working in a certain area for a prolonged period of time. Repeat business is beautiful!
Also keep in mind that not every actor who succeeds in Hollywood has an amazing headshot. But whatever it was about their headshot grabbed the attention of the casting director. And whatever it was about their audition, presentation, and acting skills sealed the deal.
Yes, the industry is incredibly competitive and having a professional looking headshot will help you, but it is no guarantee of success. And having a less-than-spectacual headshot will is no guarantee that you mission to make it will result in failure. Though obviously between the two, you'll be giving yourself a better favor by getting a great headshot that showcases the true you.
4. The photographer has a totally unique "process" to create headshots.
While they may have a totally unique process to create their headshots, it's not rocket science. A headshot is a photo of a person's head. Face forward (obviously not the back of the head!). It should be well-lit and be an accurate reflection of what the person truly looks like.
You don't need a formula to take a great headshot.
As a side note, I've heard some photographers say that "fashion" or "glamour" photographers cannot take good headshots. This is bogus. Anyone who can take a good fashion or glamour headshot has the ability to take a good actor's headshot!
The reason why skilled fashion & glamour photographers don't always take appropriate looking headshots is because they don't know exactly what an actor's headshot is supposed to be about.
Fashion and glamour is more oriented towards beauty and flawlessness, than a genuine representation of the subject. Actor's headshots are about authenticity. If a person truly knows the difference, then it's really not that much of a stretch from one to the other. In fact, headshots are less work because extensive retouching is, unlike many fashion and glamour photos, generally not recommended.
It's been said that many of my shots are "model-ly". That is, the people in them look like models instead of actors. Yes, that's true. In fact, many of them are models!
Before I came to LA, I hadn't shot very many headshots. In fact, although I had an idea of what actor's headshots were supposed to be about, I didn't totally know. I just thought they were supposed to be "pretty pictures" of people's heads. Since then, I've learned differently.
One of my goals this year is to provide more headshots to actors so I can build up a separate gallery of "actors headshots" on my site. That way you can clearly see the difference.
5. Studio lit headshots are vastly superior to natural light headshots (and vice versa).
Studio photography provides many benefits not available in natural light, but I wouldn't say it is superior when it comes to actor headshots.
Studio photography allows you to schedule at times at which the weather or outdoor lighting are agreeable (such as at night). It also allows you to work through cold or rainy seasons. It's also remarkably easy for a photographer to shoot studio headshots, because it ultimately takes very little effort. A few subtle lighting or backdrop changes to account for a client's size or complexion are all you need.
When the location is the same shoot after shoot, clients practically become interchangeable. Yes, some photographers do have complicated lighting setups and also go through a fair amount of effort to make sure you have a relatively customized experience.
But as I've said before, it's not rocket science. It's a headshot! For a studio photographer who has developed a particular headshots style that people find appealing, that style becomes very easy to achieve because it's been done in the same location using the same (or a very similar) lighting setup over and over again.
And please let it be known that I believe "portraits" and "actor headshots" are different. All actor headshots are portraits, but not all portraits are headshots. It's my believe that amazing portraits can be more difficult to achieve because the conditions that help create them are often quite unique and sometimes quite challenging.
Natural light photography has a few challenges that studio lighting does not, though I'm not saying that it is inherently more difficult than studio shooting.
The challenges of natural light photography include the environment, weather, and lighting. None of which are in complete control. Some environments are more stable than others, but weather and lighting change constantly. A good natural light photographer is able to use the resources he has available to get the results he (or she) wants.
And unlike a studio shoot, a natural light shoot is never the same thing twice. Each shoot is uniquely different depending upon the time of day, weather, location, temperature, and even the season.
For me, these challenges are also some of the same things that help make natural light shots stand out (when done well), but of course there are many examples of natural light shots gone wrong. Just as there are numerous shots of poor studio shots as well.
Natural light is typically limited to daylight hours as there's really not much light to work with at night, especially not the kind useful for taking actors' headshots. And while you can add a flash to brighten up your subjects, this isn't considered "natural" light.
In the end, I don't believe one is better than the other. What's important is simply getting a good headshot that looks like you. And if you can get a really nice looking photograph worth framing out of it, too, then that's a total bonus.
6. The photographer is "affordable".
Every photographer wants to convince you that they're affordable. But being "affordable" is obviously a relative thing based on what you can afford. So obviously a photographer calling themselves affordable doesn't necessarily make it so.
And yes, I've called myself affordable. And if I was a 16 year old aspiring actor looking at my prices, I probably wouldn't think I was. But everything's relative. I'm more affordable than the most expensive photographer on the block, but less so compared to one who works for peanuts.
7. The photographer isn't cheap, but isn't your career worth it? You get what you pay for.
Ok, I'll admit it. I've used this one. And I do think it's true, you generally do get what you pay for, but I'll also admit that it's not always the case...
Every professional photographer started out taking photographs in their own time for free. It's likely part of how they became good at what they do, though it's also likely that had some kind of knack for it to begin with. I'm of the possibly controversial belief that it's difficult (not impossible) to teach someone to be an "artist" or to have an "eye" for photography.
In any case, if you find someone on the path to becoming a professional photographer, you can get a great deal.
8. The photographer offers bargain prices (sounds too good to be true).
I'll repeat myself here, but if a photographer doesn't value their own work to charge a reasonable rate for it, watch out. Particularly if you're looking to hire someone who makes their living at photography. If the person is a hobbyist or simply someone looking to make a few extra dollars taking photographs, then be certain you know this and, more importantly, be sure that the work they provide appeals to you and is capable of meeting your needs.
Two statements come to mind here. 1. If it sounds too good to be true, then it probably is. 2. You get what you pay for.
But, not every opportunity that sounds too good to be true is false. Sometimes, there are just good opportunities out there! The trick is to not go unscrupulously into one of those situations that are not.
9. Professional photographers are the only people who can get your headshots done right.
False. As I touched on above, sometimes your "buddy with the camera" can get good shots, too. It's just a matter how patient you are and, depending upon whether you're working with a friend or someone you don't know, whether you may be willing to put up with some potentially unprofessional behavior, such as having to wait a long time before getting your photos as well.
Photographers who are not working professionals don't necessarily feel obliged to provide results in a professional fashion and they don't have a reputation to uphold, but that doesn't mean you can't occasionally get some great shots out of them.
An article I wrote some time ago received some criticism because it appeared biased towards professionals and overly critical of "non-professionals". And after some consideration as to how I was being interpreted, I realized my critics were right.
I was too focused on trying to help people avoid running into photographers whose only motivation was to simply make a few extra dollars (without any attention to providing quality photos or service), or to try to find people to date, that I was doing a disservice to those people who weren't crazy enough to become professional photographers, but are reputable and provide photography services on the side because it's a source of enjoyment as well as supplemental income.
10. The photographer offers a "limited time" special.
There is a reason why sales are popular. And there's also a reason why every holiday season, there are one or two "must have" holiday items that are nearly impossible to find. Scarcity makes people act. When people think something is in short supply, they are more likely buy it. It's almost automatic in some case.
In most cases, stores and manufacturers deliberately create shortages and intentionally market the fact that their items are in short supply. This way, if you had ever thought about purchasing an item, even if you weren't that serious about it, if you know it's almost impossible to get, but you somehow discover it on a shelf somewhere, you'll buy it. It's a marketing tactic. Remember the Elmo doll?
Photographer's "limited time" specials are a psychological attempt at the same thing. But it doesn't mean they're not also offering a great deal either! So don't be afraid. Just be certain that you've done your research and know that the photographer is capable of meeting your needs.
11. The photographer will provide headshots that will "get you work".
This is sort of a trick statement. While it is possible that a great headshot will get you called in by a casting director, it is entirely up to you and your acting chops to seal the deal. A headshot alone will not get you work.
And even if you have a fantastic or flawless headshot that may get you called in for numerous auditions, if you don't actually look like your headshot, that's going to work against you.
12. The photographer will provide headshots that will "get your foot in the door".
This is actually more accurate than the "will get you work" statement above, but still a little tricky. There's really no guarantee that any headshot will ever get your foot in the door, but if you have a look a casting director feels is appropriate for a part, then it's a good start.
Photographers like to use statements like this and the previous one because they want to be seen as providing the solution you're looking for. Every actor wants to work and good headshots are part of the process. And it's true, good headshots by a good photographer will help you more than lousy headshots from another.
13. The photographer highlights the fact that they've worked professionally for many years.
While this can simply be presented as a fact, the typical reason to mention years of experience is to impress you. Often years of experience are an indicator that a person is very good at what they do.
While sometimes this is the case, it's not always true. Some photographers are simply better than others and the years of experience doesn't make much of a difference. It's really all quite relative. Some people start their professional careers providing work that is barely adequate, and over time their skills improve (we hope). Other people can start their professional careers with a natural talent and an eye for taking great photos. And over time, their skills improve as well. Photographer "A" with 20 years of experience doesn't necessarily take better photos than photographer "B" with 2 years of experience.
Taking a great photograph does not require years of experience. In fact, many people who wouldn't even call themselves photographers can get lucky and do it, too. But taking great photographs with consistency is a sign of strong skills and an adequate amount of experience to make it happen. For some that could mean 6 months of "experience". For others, 6 years.
I'm not suggesting that years of experience are not important. Because they can be.
What years of experience often provide over those who don't have it, are problem solving skills and certain tricks and techniques that come about through trial and error. They also, over time, establish relationships with other industry professionals which may prove beneficial to you in some direct or indirect fashion. As I've said before, it's not always what you know, but who you know that's important. Many photographers do improve with years of experience, but years of experience are no guarantee for improvement.
I've seen work from many photographers who have been doing what they do for 25+ years and their work is no more noteworthy than those who have been doing it for one.
Don't necessarily be impressed by someone boasting about the years of experience they have. It's more important to be impressed by the work itself. It's the results of their experience that matters most.
Also keep in mind that people who have been working for 25+ years are often much older than folks who have been working for only 2. When you work with a photographer, you're working with a person. And getting great shots can often be the result of having a great connection with the person you're working with. For some, the age, and certainly the personality, of who they're working with can make a difference.
As for the above, I've been working as a professional photographer for 2 years. That not really something to boast about, so I don't. But where I do tout my years of experience is in professional computer graphics where I have over 12 years experience. And while it is a fact, I intentionally use this information as a marketing tool as a way to "impress" people.
14. The photographer highlights the fact that they've worked with celebrities.
This is another marketing tactic listed as a fact, but often intended to impress you. Our culture has an almost unreal and unhealthy fascination with celebrities. Even celebrities who have done nothing to deserve the attention they get leave many people in awe. You know who really deserves attention? School teachers. Firefighters. Air traffic controllers. Next time you see one, ask for their autograph. What they do for a living is certainly more noteworthy and responsible that simply being famous for the sake of being famous.
The funny thing is, celebrities are people like everyone else. The fact that they're celebrities means they get an awful lot of attention, but it doesn't mean they're the superhuman beings our society makes them out to be.
Celebrities are most often people who perform for a living (actors, singers, politicians…). They play characters for the camera. And sometimes, this includes playing a version of themselves when they're being interviewed. It's not necessarily who they are.
In any case, they're "lucky" people who for whatever reason (often through hard work, sometimes through simple dumb luck, and sometimes through a sex tape), have risen to celebrity status. People go to great lengths to unlock their mysteries. Why else would you go through their garbage or hide in bushes to photograph them. Oh yeah, the big paycheck the tabloid pays you to do it.
Having said all this, celebrities often have people working for them whose job it is to make them look good in the eyes of others. Obviously if you've somehow made a name for yourself in photography, and one of these people thinks you will make the celebrity look good, then you have a greater chance of being called upon when it comes to working with them.
That doesn't always mean the photographer chosen is the best thing since salt & vinegar chips dipped in Helluva Good french onion dip. Sometimes it just means they're popular (and "popular" doesn't necessarily equate to being the best) or were better at marketing themselves than everyone else, knew someone important, or just got a lucky break. Just like actors and athletes, there is a lot of undiscovered exceptional talent out there.
Celebrity photographers are also people just like everyone else. They're people who take photos for a living. They pick up a camera, they point it at their subject, and they press a button. And yes, they often do a lot of other things too. Many of which they're very good at. But they're not superhuman beings either!
That said, there truly are celebrity photographers who are incredibly gifted at what they do. Annie Leibovitz, Jerry Avenaim. These photographers have a reputation for creating truly outstanding celebrity portraits. So it's no wonder they get called on when someone needs a great shot of Mr. or Ms. So-And-So.
And then, of course, there are some "celebrity photographers" that make me scratch my head, "Why this person?" And then I remember, "it's not always what you know". It may not necessarily be true that they knew someone, maybe they just got a lucky break, but it makes me feel better. Or maybe, just maybe, they marketed themselves well.
Ah ha! Did you see how skillfully I brought it back to what all of this is about! (Yes, that's a rhetorical question) ;)
For the record, I haven't worked with any celebrities. And I haven't even seen any since I moved to LA, so I must be a really bad photographer. And you know, I'd like to see and work with some celebrities. I'm not bummed about it. I get to work with amazing people all the time. Many of which I think have just as much of a chance of making it as those who have. And if not in Hollywood, then in whatever they ultimately fits them best.
But, of course the moment I do get a chance to work with a celebrity, I'll most likely mention it somewhere (boldly, underlined, and italized) . And I'll call my Mom. And you know what, probably everyone else I know.
"Mom, I got to work with Emanuel Lewis! Woohoo!" ;) (Nothing against you Emanuel, dude. Love your work. I just don't think my Mom will know who you are).
But the reason I'd like to work with celebrities is not because of their celebrity (though there are a few it would truly be an honor to meet, because of their integrity), but because the nature of "celebrity" means my work will likely get much more exposure. And as an artist, I like my work to be seen.
15. The photographer has relationships with casting directors who love their work.
The idea behind using this in a marketing fashion is that the photographer wants you to believe that due to their relationship with casting directors who love their work, that you're far more likely to be called in by one of these casting directors if you work with this photographer.
These types of relationships are a beautiful thing, but having your photo taken with a certain photographer is still no guarantee that your photo will be looked at for more than 1/2 a second like everyone else's. If you don't look the part, you don't look the part.
As for me, I don't have any relationships with casting directors who love my work. Mostly on account of the fact I don't personally know any casting directors (but I have correspondended with the very helpful and cool casting director, Bonnie Gillespie. And no, I'm not kissing ass there. She's cool and helpful).
16. The photographer wants you to believe that they're the only photographer for you.
Often a photographer trying to gain your business will in some way try to convince you that they're the only photographer available to help meet your needs. Sometimes this may actually be true, depending on where you live and other factors. But in many cases, it's really just a marketing tactic in order to convince you to commit.
I am not the only photographer for you. In fact, I may not even be a photographer for you. I often stress that different photographers are better suited to meet people's needs. And my abilities as well as the "style" I offer may not be ideally suited for what you want. Though I'm always happy to discuss the possibility.
17. The photographer has been on TV (so they must be good).
Photographers who have been on TV are proud of the fact, but they also use this "as seen on TV" as a way to make themselves look important or significant.
And if I was on TV and had a spot on some respectable program, I'd let people know, too. I'm not saying using this to market yourself is a bad thing. But I am reminding you that its almost always the results that matter most. So make sure you like the work the person presents and are not simply being swayed to work with them by something else that isn't really related to your needs.
The fact a photographer has been on TV is no guarantee that you'll get better photographs or have a great experience. Though if a photographer has been on TV and the wonderful qualities of their work has been discussed in detail, then I suspect you're probably pretty safe, depending upon the program.
In less than 6 months of working in LA, I've been approached 4, no 5, times by people who needed a photographer to participate in a TV related project. Without doing anything to attract that attention.
[I kid you not, 15 minutes after I posted this blog entry, I got a call from a producer putting together a German documentary in which they want to use and interview a photographer on-camera. I just got off the phone with the woman. And for those who are curious, she likes me, but I don't have a studio, so they'd need to secure a shooting permit for their production crew in order to shoot outside. She's looking into a way to possibly shoot on private property. It may happen, it may not. Either way, kinda cool to be called. But does it make be a better photographer? No!]
I just have web site and a phone number. Now I can't say that any of these opportunities, had they gone all the way, would have ultimately gotten me on TV, but it certainly appeared likely.
And just walking around Hollywood, I've been interviewed (as a random street walker) on separate occasions by two TV crews and another time by a radio personality. And I'm not walking around Hollywood very often.
So I don't think it's that hard to get on TV. Especially if one tries. And I don't think it necessarily makes one photographer better than another if they have. Particularly if the photographer has been working in LA for any significant length of time.
Sometimes a show just needs a decent photographer for a spot or episode and they'll practically take anyone available at short notice in order to get their piece to air on time. I think (I don't know for a fact) that they'll often start with a list of local "names" and work their way down from there until they find someone they can use.
18. The photographer only uses "professional" equipment or their equipment is superior to others.
Yes, there is such a thing as "professional" equipment. But professional equipment doesn't make someone a better photographer. In the photography world, there are countless stories of amatuer photographers who always purchase the latest and greatest equipment thinking it will improve their photography.
A camera is to a photographer as a hammer is to a carpenter. And having a better hammer doesn't mean you'll be able to build a better house. I would even go so far as to say that many photographers' cameras are capable of doing far more than the photographer has the ability to truly take advantage of.
That said, there is a reason why most equipment labelled as "professional" is marketed to and bought by professionals. This equipment has features and options available to help meet the demanding and often diverse needs of professionals. And one also hopes that having professional equipment means that the quality of the equipment, the high standards to which is was made, and/or the output provided by that equipment is better. And in many cases it is.
Probably the most significant (and obvious) tool used by photographers is their camera and the next significant would be the lenses they use. While some on the cheaper end of the spectrum may not provide all of the same bells & whistles of the more expensive brands, they can be quite capable of getting "professional" quality results when put in the hands of a capable photographer.
The quality and of type of camera and lenses a photographer can get away with using depends on the quality and resolution of the output they need. If a client needs super large, tack sharp, and highly detailed prints, then that means it is necessary to use a camera and lens combination capable providing that.
But the minimum requirements of the type of camera and lens combination necessary to take actors headshots which result in 8"x10" prints are lower than the requirements of someone shooting materials for a nationwide ad campaign.
Photographers are often very proud of their gadgets and many times loyal to their brands. Oftentimes, this attachment is facilitated by the fact that they paid a lot of money for whatever it is they use. Digital cameras can exceed $20,000!
But it is my opinion that so long as the result a photographer can provide is capable of meeting your specific needs and makes you happy, then it really doesn't matter what tools they used to go about it.
19. The photographer has the unique insights or skills necessary to capture "the true you".
This could be true. It depends on the photographer.
I do believe that getting great photos out of people when you point a camera at them has a lot to do with how the person getting their picture taken feels during the shoot. If they're comfortable and they trust you, it really helps in capturing great photos. And if the person is nervous or uncomfortable, it nearly always shows.
That's why I'm not a fan of fake smiles in photos. I don't tell people to smile. I'd rather have the real thing when it happens naturally.
20. The photographer is easy to work with & will make you comfortable.
Again, this depends on the photographer.
Most photographers would prefer to be seen as being easy to work with. No one is going to come out and promote themselves as "difficult" or "irritable".
So if you really want to know, one of the ways to get some insight into a photographer's personality is to call and speak to them directly. How do they answer phone? How to they respond to your questions? Do they ask questions in return? Do they sound concerned about your needs? Knowing these things can help you.
Another good way to get an idea of what a photographer is likely is to get feedback from someone who has worked with them.
21. The photographer's web site has very positive testimonials.
I'd like to believe that the testimonials that anyone puts on their web site are genuine, but I know for a fact that this isn't always the case. I've had entire sections of my web site copied without permission and used by other photographers, including the testimonials! They simply changed my name to theirs! I know, it's crazy.
And while I know the testimonials on my own web site are genuine and unaltered statements of how people have felt about their experience, and let's just say you believe them to be genuine as well, they're all positive! And of course they are! Do you see what I'm saying?
I don't think anyone is truly silly enough to put up negative testimonials to promote themselves.
So I have 20 positive testimonials from 20 people who loved my work, but for all you know, there could be 60 others who had a miserable experience and hated every minute of it?
Well, I know those people don't exist, but you don't. And if I can say that about my own, then I hope you can see it in others.
So I guess what I'm getting at here is always take testimonials with a grain of salt unless you hear something directly from the person giving it.
22. The photographer has won awards. They must be better than those who have not.
Awards are awesome and quite rare in photography. Being acknowledged, or better yet, being voted "the best" of anything is quite an achievement and definitely something to be proud of and certainly worth using to promote yourself.
I want to be voted "the best" of anything positive.
The thing to keep in mind about awards is their source and how or why they were awarded. Is there a relationship between the presenter and the recipient? Were votes cast? If so, how many? Is it a statistically significant number for whatever the award is for? And how did the names get on the ballot to begin with? Did everyone who deserved to be on the list get on it?
What I'm saying is that not all awards are equal and it's good to know a thing or two about the process before simply assuming that an award is truly significant or "the best" of anything is truly an accurate assessment.
23. The photographer has a really professional looking website, so they must be good.
Presentation is important, but I'll be the first to admit that I've seen some photographers who have really crappy web sites, but showcase amazing work on them. You can't always judge the quality of a photographer's work by the quality of the design of their web site. Just like you can't always judge a book by it's cover.
While photographers are "artists", they're often not designers. And I suspect most don't know HTML or how to create a web page. And those who can't afford to hire someone else to do it for them, make their best attempt at creating their own.
This isn't something I suggest photographers do, though. Because if a photographer represents themselves in a way that shows a lack of quality, professionalism, and high standards, then can they really be counted on to provide you with quality and professional work?
I'm a visual artist. Before I was a professional photographer, I worked in computer graphics. Before I worked in computer graphics professionally, I was a computer lab supervisor & support person where it was my job to learn software and teach it to college students and faculty. In the process, I also learned HTML.
I'm not a master at it and I don't know all the really high tech stuff, but I do have this consistent habit of always learning what I need to do in order to do something. So I often don't know a lot about any particular subject, but I know a little about a lot of things, and that sometimes makes me pretty dangerous.
In any case, I have the good fortune of being able to design and create web pages. And I've done so for other people as well. And I know with certainty that a quality of a person's web site is never an accurate indicator of the quality of their services or talent at what they do.
24. The photographer says something about another photographer, so it must be true.
The longer I live in LA, the more I realize that you can't always believe everything you hear about someone or something from someone else. And when it comes to one photographer talking trash about another, be careful! Too many people accept what they hear (or read) as fact, without ever questioning it.
Easy example: You've heard from someone else that a certain celebrity is an ass or maybe you read it somewhere. Are they really? How does anyone who doesn't know that person really know? In my life I have wonderful friends who think highly of me, and I've also got some people who think I'm an ass. Who is right? They probably both are right based on their own experiences. The only person capable of making that decision is you, based on your own experience.
I do think that two people working in the same competitive market are far more likely to say something negative about the other person than they are to say something nice. After all, it takes an awful lot of confidence to be able to acknowledge a direct competitor in a positive light.
And just because one photographer may think another photography is an ass, it doesn't mean it's a fact. I'm not suggesting that whatever one photographer may accuse another photographer of doing isn't true, but that the interpretation of how or why something happened may be skewed. And particularly if an "incident" happened online. Which unfortunately happens more and more these days.
Words read on a computer screen or in print are very easily misinterpretted, as is the tone of the message, unless you are very familiar with the person conveying it.
For example, I offended a photographer recently by contributing to a forum discussion (in which he wasn't involved) and expressing my opinion about some text he had on his web site and his assertion that "studio lit photography is vastly superior to natural light photography". The response I got in a letter (and subsequent phone conversation in which I called him to work things out) was a total shock. There was nothing about what I wrote that should have ellicited such a rage, and there is nothing about me that would ever want to provoke such a response. But it happened anyway.
And while I cannot endorse this person due to his behaviour, I respect the fact that all of this was likely caused by a miscommunication and misinterpretation of my tone and intention. And whatever I personally think of the man now, its based on my experience of what happened. It doesn't mean that the way he responded to me is the way he acts with everyone. And maybe he was just having a bad day…or year…or life!
25. The photographer has very limited availability to work with you.
Hey, it could be true. In which case, it's true. Nothing more to say.
On the other hand, the idea behind this marketing tactic is that a photographer who isn't available much or has a difficult time fitting you in must have a pretty full schedule. And a full schedule means "popular". As in, he's working with a lot of clients and therefore, very much in demand and very successful.
I think most people aren't annoyed when they find the photographer they want to work with is busy, they're impressed and feel reassured that they're making the right choice. Photographers know this.
Another thing having limited availability does is create "scarcity" in the potential client's mind. And as I mentioned above, people tend to want things more when they're more difficult to get. So that photographer who has a full schedule until March of 2010, but suddenly has an opening to fit you in, he might be using the "scarcity" principle.
I'll 'fess up. I've done this. Mostly when I was starting out, and not quite to that extreme, however (I was only booked up through 2008).
And I don't do it any more. One of the reasons I stopped is because I don't want to appear more successful as I am. I know that sounds crazy, but I tried that (mentioned it in another blog), and it wasn't working for me on many levels.
And I don't really feel it brought be any more work. So now, I'd rather just be honest and admit that I'm not the most requested photographer in town (though maybe someday I will be) and deal with things in that fashion.
After all, anyone who got anywhere had to start from somewhere. And most people don't start at the top. I've got enough confidence to know that if I'm not booked every day through 2008, it's not because I'm a horrible photographer. It's probably because people don't know I'm here. Or better yet, I haven't marketed myself well enough. ;)
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