Keeping the PRO in professional photography

The print is dead, just in case you didn’t get the memo. Then why do so many photographers sell their services connected to a print. The secret is out on the real cost of an 8x10 print. Look no further than Shutterfly to find one for less than $4. And guess what, the printer and color management system Shutterfly uses is the same or better than the ones most pro labs use. This means that the 8x10 print for $75 is ancient history in the minds of your younger customers.

What it doesn’t mean is that a professional photographer’s business is dying. In reality it has never been better, but requires a new way of thinking about how to price their services. The “professional” in professional photography has to be redefined to link it to the reason your customer seeks your service. It’s not necessarily for a print. It is for the creative and artistic posing, composition and ensuring the subject looks appealing.

Just because the print was the only way to see the picture in the analog film days doesn’t mean we have to continue to subscribe to this archaic way of thinking. Digital is instant and seeing the photos lets both the photographer and consumer judge if they got it right. Don’t believe me? Just look at the drop in consumer prints once digital cameras became mainstream. The number of 4x6 prints decreased almost 200% from 2001-2005 while the number of photos taken rose 85%. This trend proves that the electronic view satisfies the need and few, if any ever print photos taken digitally.

This trend is slightly different for professional photography, because its purpose is to capture the memories of major life events, while consumer snapshots primarily capture everyday moments. Photographers need to make changes to take advantage of this paradigm shift. Try charging for professional services and eliminate the print as part of the equation. Composition, retouch, color management and delivery are the services that consumers are willing to pay a professional. Composition should be sold as the photo session itself rather than attached to a print or any other product.

Do you pay a lawyer based upon the number of pages in the contract or an accountant based on how much they saved you in taxes? The answer is no, otherwise they wouldn’t be considered a professional. Professionals are professionals and therefore sell their service based on their time and talents rather than a specified result. Being a professional means something of value in our society and all photographers must understand what value your services bring to your customers and the community.

Keep this in mind next time you consider ways to grow your business. New digital equipment and software should be paired with new digital world thinking. What are you doing to make the shift?