For any budding pros out there Michael Fox has started a series on Getting Started as a Pro Photographer. He starts at a place a lot of pros I notice forget about, your USP (“Unique Selling Proposition”), ie. why should a customer choose you over someone else. And no, “price” is not usually a good USP for you, your business or your customer. You need something unique.
Being a good photographer is only a part of the answer. There are thousands of photographers out there, at various levels of experience and success. Some generate more income from photography than others. Why is this? Those who come in to the photography industry with the belief that their work will speak for itself, may be in for a rude awakening. In special circumstances, a photographer will emerge who has a new and unique style and an innovative approach to taking pictures. For everybody else, creating your own “unique selling proposition” (reason for you to be chosen over other photographers), is essential to achieve professional success. So why should a potential client choose you?
This is basic marketing stuff really. Square one, put yourself in your customers shoes. How would you find a photographer and how would you choose between them? What would make you choose one over another, or the other way, what would put you off going with a particular photographer? Have you heard of any professional photographers that people generally recommend? Why is that? What about them sets them apart?
I have been thinking about this stuff for a little while, hoping to do some paid photography on the side. While most of the material online for starting a photography business is aimed at portraits, and specifically weddings usually, do not think this stuff only applies to that niche. For product photographers too marketing common sense still applies.
Technorati Tags: photography, business, marketing, professional, tips
