Photoshelter Wedding Photographer Business Guide

An educational guide from

TABLE of CONTENTS
Part 1 Part 2 Getting Smart With Your Business Profiles

5 Introduction 6 8
Building Your Brand Marketing Your Services Screening New Clients How to Charge for Your Services Pricing the Extras Selling the Experience The Wedding Day Post Wedding Marketing & Delivery

29 The Transition from Editorial to Wedding: Chip Litherland 31 Starting a New Business in a Big Market: Betsi Ewing
Harrison

15 18 21 22 23 25

33 Maximizing a Smaller Market to Get to the Big Time: Hunter 35 Getting the Clients You Want: James and Megan Horan,
Solas Weddings

37 How to Service the Top of the Market: Brian Dorsey 39 41
Building a Name Presence: Ryan Brenizer More Resources

© 2012 PhotoShelter, Inc No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, without the prior written consent of PhotoShelter, Inc. The logos of the companies described are the trademarks of their respective owners. No endorsement is implied. PhotoShelter, Inc. makes no representations or warranties with respect to the accuracy or completeness of the contents of this work and specifically disclaim all warranties, including without limitation warranties of fitness for a particular purpose. The advice and strategies contained herein may not be suitable for every situation.

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Introduction
“Dear God, please don’t let me end up a wedding photographer.” Ten years ago, this prayer was on the lips of most fresh-faced photographers just starting out in the business. A field long associated with intrusive flash bulbs, men in cheap suits and awkward family poses, wedding photography was generally the Plan Z for creative types and photojournalists alike. These days, photographers are flocking in droves to the Church of Wedding Photography. So what is with all the converts? Wedding photography has gone hip - both in the world of photographers and with brides and grooms. A growing number of clients have become noticeably savvier about photography in general, seeking out photojournalistic documentaries of their big day instead of Aunt Mildred smiling directly into the camera. Not that they don’t still want photos of dear Mildred, they would just prefer a spontaneous shot of her dancing. Photographers have more than happily complied with this new demand. Glance through some of the work on WPJA’s site, for example, and it may be difficult to tell the difference between a wedding photo and a fashion shoot ripped from the pages of Vogue. So did a few forward-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 wedding world, allow this guide to be a starting point in making the most of a career in this exciting industry. By the end of this guide, your tune just might become “Dear God, please let me end up a wedding photographer.”

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Building Your Brand
While the profession of wedding photographer has gained considerable respect, the industry has seen an equally considerable jump in competition. Markets like Southern California are notoriously full of wedding photographers, but smaller markets have seen an increase as well. Similarly, the proliferation of social media has helped new ideas and businesses to grow in all markets. You cannot control the level of competition; but you can control the product you offer. Distinguishing yourself as unique should be your continual goal. If you only take away one thing from this guide, let it be this: brand is king. It is more than just a logo or the color scheme you choose for your website. It touches every single aspect of your work, from the photos presented in your portfolio, to the language you use to greet your clients upon first meeting them, to the experience you provide on the day of the wedding and beyond.

Determining Your Target Market
If all the self-reflection talk has not sent you running for the hills, let us make it a little easier for you. The best place to start when defining your brand philosophy is to ask yourself what kind of client you hope to attract. Who is your target market?

Brand Philosophy
In other words, brand isn’t a look, it’s a philosophy. Start with defining your specific philosophy as a photographer, before you even think about stepping foot in a reception hall. After all, your brand will dictate your company name, web design, portfolio, advertising plan, budget and even your website domain. It can be very expensive and time-consuming to have to go back and change everything. This isn’t meant to scare you. Figuring out your brand should be fun! After all, if you aren’t in the wedding industry for fun, then it’s probably not the right career for you. The best place to start is to think about what makes you unique - not just your body of work. What is unique about your personality? How do you act in a professional environment? What do you love most about taking photos? These are all questions you should be asking yourself when coming up with a “brand.” Soul-searching is rough, especially for 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 for you as they are for your work. If you don’t have a clear command of who you are, how will prospective clients know if they want to hire you?

James and Megan Horan of Solas Weddings define their brand as “fun, funky and romantic,” which is conveniently how they would describe themselves as people. The photo they selected to showcase on their site clearly conveys to visitors and prospective clients their brand philosophy.
Figuring out whether you want to connect with quirky creative types in their 20’s or upscale clientele in their mid-to-late 30’s willing to drop $20k on photography alone is critical to your brand strategy. Don’t limit yourself by getting too specific, but leaving the field wide open leaves you open to potentially unhappy clients. A strong brand is not only a highly effective pre-screening process, it also helps manage 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.
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One thing you might discover is that your target market doesn’t mesh with your current working style. This is where understanding your own philosophy helps. Is it more important to reach this type of client, or more important to maintain your shooting style? This will come up regardless, so it’s best not to wait to figure out the answer. Unless you are a part of your target market, take the time to do your homework. Study the world of these potential clients, particularly as consumers. What kind of customer service are they accustomed to? How do they prioritize purchase? Are they the type of people who value experiences over the material, or vice versa?

thing you do as a professional wedding photographer should align with your brand, because every element of your business that reaches the client says something about you and the service you deliver. While assembling your portfolio, brochures and any promotional materials to which you plan to publicly attach your name, it is crucial to remember the following advice: To get the kind of work you want to shoot, only show the kind of work you want to get.

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 of your targeted clients, it is time to set some longterm 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 for 20+ years, but that you allow room for whatever growth you envision. At this point, it is time to determine how your newly defined brand will extend to all aspects of your work and business, even what equipment you use or the medium you shoot on (film vs. digital). Some examples to consider: • Portfolio. Do the photos in your portfolio exemplify the kind of photos your target market is looking for? • 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 plan to establish yourself as an expert in the blog world? How will clients respond to expensive ad campaigns? • Customer Relations. How will your clients expect to be treated? Is “yes sir, no ma’am” too much or just right? Do you greet your clients with a box of chocolates or a six-pack of local micro-brew? • Vendors. What vendors in your market service a similar demographic? These are just a few places of many where your brand philosophy will touch – everything from your identity to your attire choice, advertising and beyond. AnyP H O T O S H E LT E R | H O W T O G R O W A W E D D I N G P H O T O G R A P H Y B U S I N E S S : W I N T E R 2 0 1 2 7

Photojournalist-turned-destination wedding photographer Chip Litherland still draws heavily from his photojournalistic roots, opting for captured spontaneous, intimate moments. He also brands himself as a color addict. His portfolio almost exclusively features colorful photos, like the one above, with a documentary feel.

Marketing Your Services
Now that you have a strong brand strategy in place, all you have to do is get your name out there. If only it were that easy. Luckily, a well-defined 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 offer should guide which marketing avenues you pursue and how you approach them. Marketing can be very expensive and timeconsuming, but it actually doesn’t need to be either to have an impact. An important thing to keep in mind as you explore your options is that many of the techniques are symbiotic. A strong social media presence can generate great word of mouth, as can a good relationship with wedding planners. SEO keywords can drive more traffic to your blog, which in turn leads prospective clients to your website where they will be dazzled by your easily accessible portfolio. Recognizing the potential connectivity of different avenues can help you maximize the effectiveness of your marketing plan – and save money. While marketing your business through the following channels, always remember to market yourself. Brides, planners, and other vendors may contact you for your skill as a photographer, but they will hire you for your personality. It’s very likely that you will be the only person with the bride for her entire wedding day, and it’s certain that you’ll be one of the few who have contact with her afterwards. Your personality and the level of service you can offer matter more than any other vendor associated with the wedding. Here are common channels to help you get started. Good word of mouth does not materialize out of nowhere, making it an elusive avenue for new wedding photographers. In many ways, the rest of the techniques on this list are all building towards good word of mouth. But if you’re going to invest in any kind of marketing, make sure you invest in relationships. Seek out professional and client relationships that may benefit you in the future. The wedding industry is built on relationships.

Do Do Do
Website

Treat client relations as a marketing tool. Look for opportunities to surprise and delight your clients in multiple ways. It’s these little unexpected moments that people tend to talk about. Ask for it. Sometimes the best way to get people talking about you is to suggest that the happy client tell a friend.

New York wedding photographer Ryan Brenizer aptly compares a photographer’s website to their resume. If clients are looking to employ a photographer, a website helps them decide who they would like to call for 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. The one place where you can say, “This is me, this is what I do and this is what I can do for you.” The website is also likely the destination for all of your social media outlets, and hopefully a frequently visited page due to your great SEO. In other words, all roads lead to here, so make it exceptional.

Word of Mouth
Word of mouth is the most abstract marketing tactic in this list, but arguably the most important. Of all the photographers and articles consulted for this guide, nearly all agreed word of mouth is the number one source for new clients. Best part of all – it’s free!

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When you visit New York wedding photographer Brian Dorsey’s website, you are immediately immersed in an experience. The site opens with an award from American Photo Magazine “One of the Top 10 Wedding Photographers in the World.” Then an upbeat, hip song kicks in and a slideshow of dynamic photos begin. All of the particulars are clearly labeled and visible at the top right of the homepage. The Brian Dorsey Studios site instantly grabs you with an irrefutable accolade and then keeps you with its sleek, minimalist design and the sense of fun professionalism.

When assembling your website, start with your online portfolio. It’s 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 of clients for whom you want to work. • Exemplify your brand. Just because you shoot portraits, does not mean you need to include them, unless part of your brand identity is your unique and/or stunning portraiture. As for the rest of the site, make sure to include: • Imagery, bios, blogs, etc. that drive home who you are and what you offer. • Clear, understandable copy with SEO keywords that will help attract traffic via search results. • Easily located contact information. Weddings may be extravagant affairs, but you must always do whatever you can to keep your role simple. This includes your website. Before you pile on too many whistles and bells, make sure first and foremost your website is easy to navigate and the important information is easy to find. 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 it’s on brand.

Do Do
As we will discuss in further detail about screening clients, your website is also the best point of contact to weed out the clients you don’t want and reel in the ones you do. Now would be a good time to mention that the Internet is full of sites and services that can help you and customize your website with ease. (Might we recommend PhotoShelter?)

Make your website a shining example of everything you’re about. Use analytic tools, like Google Analytics, to better understand your visitors’ behavior, where they’re coming from, and how to optimize your content to drive them to convert to paying clients. Have a newsletter signup option and/or inquiry tool to generate leads from visitors to your site. Crowd it with so much information it’s difficult to navigate. Use a website that’s designed entirely in Flash – while attractive, Flash doesn’t play well with Google and Apple mobile devices.
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Do Don’t Don’t

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Blogs
Personal blogs and special interest blogs are becoming a more common way for photographers to get their names out there. Many wedding photographers have integrated blogs into their websites, as part of the business, and a part of their marketing workflow. Blogging gives your brand a voice. Done well, it can be a highly effective marketing tool. Whether or not it can be for you may depend on your target market. Generally speaking, the more up market you move, the less traction you will see from the blogosphere. If 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 of the benefits to having a blog: • Customer Relations. A blog allows you to expand upon your relationship with clients, past, present and future. It can offer an insight into how you operate on the day of the wedding. Many wedding photographers do a post about every wedding they shoot, and also engagement shoots. Posting about each client’s wedding is a way to reconnect with them after the day is over, and reinvigorate their excitement about the product you are providing them. • Traffic. Whether your blog is part of your website or hosted on a separate platform (though the latter is not recommended), it can definitely help drive traffic back to the site. Applying relevant or topical SEO keywords to your titles and posts will drive more unsolicited eyeballs to your post from search engines, and in turn, direct people to your site. • Fan Base. If you take incredibly unique photos, or have a certain area of expertise, or a really funny writing style, it might be worthwhile to blog about it. An interesting blog can attract fans who may not be in need of your services. It might not get you immediate business, but it certainly will get your name out there. In the long run, many of those fans might one day require your services and they already know they want you because they’ve been following you for years.

Wedding photographer, blogger and workshop instructor Ryan Brenizer has gained a large audience over the years for his technique expertise and photography blogs. The homepage of his website is actually his blog-roll, where he posts about all of his projects including product reviews like the one below.

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Another option is submitting your work to special interest blogs or possibly pitching a blog post idea to them. Wedding blogs like Style Me Pretty or 100 Layer Cake have become increasingly influential in the brave new wedding industry. It’s a potentially free way to get your name out there and highlight your expertise.

Do Don’t

Always follow up with vendors you connected with. Ignore hidden opportunities for a beneficial relationship.

Do Do Don’t

Share links to all your posts on all your social media outlets, and make sure to tag the clients. Think strategically about your SEO. Liberally infuse your posts and titles with keywords you expect customers will use to find wedding photographers via search engines. Wait too long after a wedding or engagement shoot. People move on with their lives, and you can’t afford to lose their enthusiasm.

Social Media
Like blogs, your social media marketing may vary greatly depending on your target market. Regardless of your ideal client, though, it is a good idea to build some kind of social media presence. PhotoShelter recently released The Photographer’s Social Media Handbook on how to maximize your social media that is a highly recommended, if not required reading.

Facebook vs. Twitter
In regards to which is better, the short answer is both. They both provide you with an outlet for “leaks” or “sneak peeks” of event photos and blog posts. They both allow you to engage with clients and a larger audience. Both can also drive traffic and eyeballs to your website. Facebook takes a slight edge because you can post pictures and your portfolio on it, and tag individuals in the image, thus making it easier to engage in a direct conversation about specific photos or work.

Planners/Venues/Other Vendors
Wedding photography is a business of relationships. If you do not have strong interpersonal skills, it might be worth considering finding 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 networking with wedding planners and vendors: • Attend networking events where compatible vendors will also be in attendance. • Take note of the relationships you build at weddings beyond the clients. Make sure to follow up with that person or people after the event. • Pay it forward with vendors. If you shoot a wedding and get some great shots of the reception venue, consider sending them an album pro bono. Chances are they will show it to clients, who will probably ask who took those stunning photos. • Leave no stone unturned. Wedding planners might provide the most direct benefit, but there are many companies and people involved in weddings. If a business connection has potential, it’s at least worth exploring. • Share news. Your victories and achievements are a great reason to return to potential partners and referrers, and remind them about your services. If you have a newsletter, certainly include potential partners in your regular blast.

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Ryan Brenizer cast his net very wide in terms of an online audience, establishing himself as not only a photographer, but as a teacher. While Facebook provides a better platform for sharing actual photos, Twitter is a great forum for conversation. On Twitter, Brenizer is able to publicly reinforce his areas of expertise to his audience, field questions and drive traffic back to his blog and other social media platforms.

Follow the Trends
Social media platforms offer a free and often effective way to market your product and services. They are a place to build a fan base and make big announcement, re-connect with old clients and attract new ones. But in the world of social media, nothing is static. Even mainstays like Facebook, Twitter and Tumblr go through redesigns on a fairly regular basis, and the same should be true for you. If you plan to use social media as your main marketing tool, you will need to make it your business to stay ahead of the curve. If Pinterest is all the rage, as it currently is, then be one of the first to have a robust profile. Constantly consult your analytics tools to see how effective your efforts and campaigns are. Social media presence is more than just having a Facebook Page - it’s having the most up-to-date Facebook Page that employs all the most current features.

Do Don’t
SEO

Take 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.

In terms of day-to-day engagement, it may come down to personal preference and your particular market. The 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 of tagging in the post-wedding section.

Effective Search Engine Optimization (SEO) will not only get your name out there, it will get your name to the top of Google’s search results when someone types in “Poughkeepsie Wedding Photographer.” The beauty of SEO is that it helps you reach unsolicited prospects who need exactly what you offer, precisely at the time they’re looking for you. Innovative SEO can even connect you with previously untapped markets, as you will read in our profile on wedding photographer Hunter Harrison.

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Hunter Harrison employs SEO keywords even in the titles of his blog posts. In the example below, he includes the word “wedding,” the name of the location and the name of the venue – optimizing his prospects for anyone searching “Holden Arboretum Wedding” or “Kirtland Wedding” or “Kirtland Wedding Photographer” or any combination thereof.

Do Don’t

Read PhotoShelter’s SEO for Photographers guide, and dedicate time to optimizing your website. If you’re a PhotoShelter member, you can also run our exclusive SEO Grader to track your progress in improving your site to attract search engine traffic. Underestimate the marketing power of smart SEO.

Bridal Shows
To go or not to go? That is the question on many wedding photographer’s 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 professionals warn against the cattle call nature of many bridal shows, while others claim it’s a great way to meet new clients within the market. You must decide for yourself whether or not it is worth the time, investment and mental duress. Here are some factors to consider: • Is the prospect of booking 20 clients in one day worth the risk of letting one angry person leave with your business card? • Does the bridal show in question, or bridal shows in general, cater to the kind of clientele you want? • Can you reconcile your brand with the bridal show in question? There is absolutely no right or wrong answer to these, but with the advent of social media, wedding blogs and online advertising, bridal shows may not be necessary. Regardless of what you decide, it is best to treat bridal shows as a supplementary resource. For every friend of yours that booked 30 weddings in one day by attending a show, plenty of photographers book zero. It’s best not to put all of your eggs in this basket.

PhotoShelter put together a comprehensive guide, SEO for Photographers, which covers all the ins and outs of selecting keywords, website optimization, and linkbuilding - all the tactics that can help you maximize your own website, blog and photos.
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Advertising
Blame social media and blogs for this one too, but paid advertising might not be as necessary as it once was. Buying advertisements can get very expensive, and often only reaches a set number of eyeballs. If you aren’t careful, it can also send the message that you must pay to get new clients. There is nothing wrong with this – almost everyone needs new clients. You just have to be very careful that the kind of advertising you choose and where you choose to publish it, like everything else, remains on brand. Before you do anything, you need a goal that will enable you to determine the success or failure of your campaign. Start by setting yourself an advertising budget, and make sure you stick to it. If you can only afford $1,000 of paid advertising a year, then look for the widest reaching options you have for that money. Here are a few more affordable, web-friendly advertising options: • Promotion from sites like The Knot or wedding blogs. Sometimes these sites will then give you badges you can put on your own site as a type of seal of approval. • Banner ads on wedding sites, blogs or other relevant destinations. • Google Adwords. (See our blog post on how photographers can get the most from Google Adwords.) One of the more expensive options is a print ad in bridal magazines. The risk here is you also only have a set number of people who will only see it for a set amount of time. It may be worth the reward, depending on your target market, but might not be the best option for anyone on a tight budget. When you do decide to launch an advertising campaign, pay attention to search analytics. For example, January tends to see the largest spike in Google searches for “wedding photographer.” So, if you are

going to invest in a little advertising, right after the holidays would be a great time to do it. 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?” It’s quite possible that a glossy print ad will elevate your brand and target the exact client you want. Then again, it’s also possible your creative twenty something client would much rather find you on your hilarious Tumblr. Regardless of where you choose to advertise, have a strong and simple “call to action.” This 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.”

Do Don’t

Set a goal and an advertising budget. Pick the most obvious places. You may find a better payoff – and probably less cost – if you get creative about where you advertise.

Overall Takeaway
Your brand identity touches every aspect of your work – let it guide your marketing as well. For help determining which marketing channels are right for you, PhotoShelter’s Freelancer’s Online Marketing Blueprint would be a good place to start. The guide will walk you through key marketing concepts like return on investment, opportunity cost, conversion and lists 23 ideas on how to grow your online footprint. Along with in-depth explanations of how to grow your business through pay-per-click advertising, your own website, social media and innovative content, one read through the Freelancer’s Online Marketing Blueprint will give you a deeper understandings of which online channels will most help your business.

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?”

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Screening New Clients
In a perfect world, your business will soon demand a boat to escape the flood of inquiries for your services. But even if you find yourself in more of a modest puddle at the beginning, it is still crucial to have a screening process for prospective clients. As highlighted in both the Brand and Marketing sections, word of mouth is one of the most powerful tools you can have, and it’s miraculously cost-effective. Conversely, one terrible review can easily undo five fantastic personal referrals. So whether you are up to your ears in eager clients, or just ankle deep, you need to have a system in place of how and who to respectfully decline. Though 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 few elements to consider throughout the screening process.

The Online Portfolio and Website
This has already been mentioned, but how you display your previous work can be your best pre-screening resource. Whether referred personally or through a search engine, most prospective clients will look through the portfolio before reaching out to a photographer. Most likely, they will pour over every single detail on your website. If your brand clearly shines through, and you have included only the kind of work that best exemplifies you as a photographer, these prospective clients should have a pretty good idea of exactly what they would be getting by hiring you. If they love what they see, chances are not only will they reach out, but it will also probably be a good fit. If they don’t dig your style, they probably won’t. Most of the professionals with whom we spoke agreed their websites did the majority of the legwork when it came to screening the clients. An understandable website and a strong portfolio will save you valuable time in the screening process.

Brooklyn photographer Betsi Ewing is a laidback creatively-minded photographer whose target demographic is twenty-something/early 30’s creative types and destination weddings. She speaks to this market by including in her portfolio her signature dreamlike/vintage photos and destination shots like the ones above.
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Yes, but...you’re right. There will still be prospective clients who don’t “get” your work but reach out to you because they are in some kind of a pinch, be it economic or a time crunch or whatever else. This 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 afford you.

comedian? Are you the epitome of politeness? A phone call does not mean you can’t employ visuals as well. Services like Skype and GoToMeeting enable video chats and screen-sharing sessions. Through services like these, you can present prospective clients with image ideas or even a prepared presentation that will help bring your pitch to life. If 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 reflect your overall service. How you present your packet experientially, accompanied by a beer or accompanied by a box of chocolates, should do the same. Are you meeting them at your home? In a coffee shop? Or in a special room in your studio? What kind of music is playing? Will you show a video? Planning the experience from the moment you shake the client’s hand, or curtsy and bow to the bride and groom (hey, it’s your brand) can be the difference between landing the client or losing them.

Does it help to state my fees on my website?
In this economy, it pays to be flexible. Putting all of your fees on your site will certainly weed more clients out, but it might also turn good clients away. Too many choices can overwhelm people, especially people planning an event already chockfull of too many choices. It could also hurt your ability to customize unique packages or up-sell later. If you design your site and portfolio well, often clients can tell your price range. If you are going to include pricing, ask yourself how your target market would react to this inclusion. Usually the best course of action is to include your base fee or first tier pricing and state further options are available upon request.

The Interview
How you execute the introductory interview will depend entirely on your brand strategy and your market. If you are primarily a destination wedding photographer, it will be difficult to coordinate an in-person interview. Similarly, if your market services a lot of hometown brides who have since moved away, you may have to settle for a phone interview. Whatever the means, it is important to decide what type of meeting you need to determine if the relationship is a good fit. Furthermore, you need to decide for yourself ahead of time the kind of signals for which you are looking. For example, how involved is the mother-of-the-bride? Are the bride and groom more concerned about their guests or themselves? What kind of party is the reception going to be? All of these types questions should tell you if these clients will work out.

At the first meeting, Cleveland-based wedding photographer Hunter Harrison presents a client packet that has a little tag and bow on it, and each section of materials are placed in dutch felt folders, all to reinforce the visual of a physical gift. His brand identity rests on providing experience of receiving a gift, so from the very first moment he is presenting this idea.

What about my brand?
If you are having the screening interview over the phone, it may be difficult to envelop the prospective clients in a brand vision. But even the language you choose to use will indicate the kind of experience you provide. Are you casual? Are you a
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Always Manage Expectations
Regardless of how you approach the initial interview, remember: • Always have a positive attitude, even when saying “no.” • Be honest and clear about your services. Do not promise anything you cannot deliver. • Determine ahead of time whether you will present the contract in the meeting, or after. You don’t want to come off pushy, but you also want to get a firm commitment as soon as possible and protect yourself legally.

While the blog post is a general guide for photographers, these are some applicable insights for those in the wedding industry: • No Fear. Talking about money isn’t going to prevent you from getting the job – the client not being able to afford to pay you fairly will. • Be Direct. Clients expect you to bring up the question of cost. Remember it’s not personal, it’s business. • Avoid Email. Key elements to this critical conversation can get lost in translation via email. In-person is best and a phone call is still better than electronic communication. • Push, With A Purpose. It’s okay to push back on the client a little, but explain why you are pushing and how your proposed budget adjustment will benefit the client. The Wedding Photojournalist Association’s online magazine, WEDPIX, recently published an article on crafting a wedding contract that covers both your clients’ expectations and well, your behind. The Good Contract Checklist in the article is a great resource for any wedding photographer new to the paperwork process.

When to Talk Pricing with Your Client
Hopefully your branding has done its job and brought you prospective clients all from 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. This is naturally a very delicate situation whenever money enters the conversation, and requires a careful approach. You must decide if it is best to address pricing at first contact, in the first meeting or sometime soon thereafter. Though the decision may ultimately depend on what feels comfortable and logical for you, you must protect your own interests and time. The PhotoShelter Blog published a helpful guide on having the money talk with photography clients, entitled “Talking Budget with Your Clients.”

Do Don’t Do Don’t

Show the best examples of your unique work. It’s the best and cheapest way to weed out the wrong clients. Say yes to everyone, even if you are just starting out. Be polite and respectful with any potential clients, even if you plan on turning them down. Word of mouth starts at the first point of contact. Go into an interview without a plan.

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

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How to Charge for Your Services
As the saying goes, the devil tends to live in the details – and wedding photography is no exception. Unfortunately, most artists have a devil of a time focusing on anything 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 you’re at it. Every sob story begins with a wedding photographer doing it for the money, or letting the money dictate everything else. If we haven’t beaten the importance of brand to death at this point, then hopefully the long-term planning aspect of it still remains fresh 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 it’s a much better guarantee you will still be working 5 years from now. production, and the album you will need to print as part of the price. This is just the beginning of 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 if your proposed pricing leaves you with a profit. This is why hiring an accountant is really worth the money. They can cross-reference and compare, while you focus on developing and improving the services.

Consider the Market
Spend time researching your overall market, and what your competitors are charging. Just because you are starting out, does not mean you should undersell yourself. 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 for you, and how you 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 services are worth. You want to charge according to how your target market values the product. Researching competitor’s pricing will help inform this. Still, approach competitive research carefully. Do not assume that all of the other photographers in your market have made the best business decisions. You may be able to offer more value, charge more, or be more profitable than they are.

Begin with a Business Plan
Much like a clear brand strategy will guide the nature of your services and customer relations, a sound business plan gives you a foundation upon which to grow your business. When you are determining your prices for the first time, map out your larger goals. This 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 for yourself. An understanding of your finances is essential before deciding how to price your services, and having an accountant to help is worth the investment. (Check out PhotoShelter’s 2012 Business Plan Workbook, another free guide, to help structure your business plan if you don’t already have one.)

Consider Your Costs
$5,000 for a day of shooting sounds pretty great, right? Except you aren’t earning $5,000 for one day of shooting. There are the costs of pre-production, equipment purchase or rental, and materials (film, memory cards, hard drives). You also agreed to have a photo booth and need to hire an assistant to run it. Then there’s postP H O T O S H E LT E R | H O W T O G R O W A W E D D I N G P H O T O G R A P H Y B U S I N E S S : W I N T E R 2 0 1 2 18

Consider Workflow Software
Aside from an accountant, many new wedding photographers are a one-man show. If this is the case, consider turning to software to help manage your workflow, pricing and products. There are plenty of programs tailored to photographers that provide customizable templates for contracts, product management, pricing, etc. It allows you to organize all of your clients in one centralized place. Photographers we spoke with recommended programs like Fundy Software and ShootQ.

Tiered Pricing
It might seem like a great idea to offer your clients the option to customize their own package. But too many options can stress out the client, and compromise your resources and finances. It is best to offer separate pricing tiers, with the option to customize. If you’ve done your research and considered your costs, you should have most of the information you need to define your tiers. You might want to consider what variable will affect the price jump. These are some factors you may want to consider using, either alone or some combination thereof: • Hours: 6 hours, 8 hours, 12 hours, whole weekend • Additional services • Additional photographer • Additional deliverables The 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 Ewing chose to list her packages and prices directly on her website. The elements of each tier are laid out clearly and concisely, with hourly details and manpower explicitly identified. A client can compare each of the tiers and understand exactly what they would be paying for with each option.

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More tips on pricing:
• Four tiers are standard, but consider what makes the most sense based on your business plan. • Be careful to create tiers that leave you open to add-ons later. • Consider throwing in perks and “freebies” to higher tiers to entice clients. • Simplicity is key. Padding your packages with too many little things can get confusing. Make sure each package is clear and concise in terms of services offered.

In these tough economic times, you always have to consider what the market can bear. When you first set out to create a price structure, you presumably did all the research you were advised to do about market competition. If you are considering raising your prices, you should consider also doing some more homework. How is your market’s economy faring? How much are your competitors and peers increasing their prices? Consider speaking with vendors and wedding planners to see how any market fluctuations are affecting them. Remember, though, that you can always change your prices back. Trial and error is not the best route, but if you find you have out-priced yourself, you can always change it up again. Truly, though, the best way to flourish in any market is to continue making yourself and your services as unique as possible. Add value wherever possible. If your product cannot be found anywhere else, then the market will figure out how to pay for it.

Market Growth
In order to grow as a business, you will need to increase your pricing at some point. The beauty of the wedding industry is that for the most part each client is a onetime affair. You will likely not have a client asking why you are charging them more this year than you did last year.

Add value wherever possible. If your product cannot be found anywhere else, then the market will figure out how to pay for it.

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 of factors. This is why having a business plan is so helpful. If this year you are charging a base rate of $1,500 and 5 years from now you want to be charging $3,000, it would not make sense for you to raise your prices by $1,000 for next year. You will price yourself out too quickly. At the same time, you may need to raise your price more than 10% to reach your goal. However, if you find yourself fortunate enough to start getting booked regularly, it might be time to raise your prices. If you book yourself totally solid at the start of the year, not only does it mean your services are in high demand, but it also means you are leaving money on the table. Don’t lock yourself in.

Do Don’t Do Don’t

Your research. Familiarizing yourself with the competition and your target market will help you choose the best prices for your services. Let quick money motivate how you price your services. Developing a long-term business strategy based will pay off in the long run. Leave room for growth. You may need to evolve to continue distinguishing yourself, make sure your business plan is flexible to that. Book yourself solid. If you’re booked for the entire year by January, you may be leaving money on the table.

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Pricing the Extras
The devil may be in the details, but so is a lot of potential revenue. Event day addons and additional post-wedding deliverables can give a sizeable bump to your final paycheck. But approaching the “up-sell” is a delicate situation with clients, because they should never feel like they are being up-sold. Nickel and diming clients could likely give them a negative experience, and leave you with a poor referral. • Focus on alternatives. After familiarizing yourself with what the market is already offering, explore alternative or unique products you may be able to offer. • Justify the expense. Make sure the different levels of products you offer are worth it. For example, if you offer variations on albums, the top tier album better be a top tier product with more than just additional pages or a cover photo.

Shoot for the Book, Not the Stars
There is a lot to keep in mind on the event day. Weddings are inherently chaotic. There will be more discussion on managing the day of in the next section. However, if 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 for great shots for your portfolio, but remember why you are there in the first place. Get the shots your client is going to want to see. Part of this will come from understanding your target market and getting a sense of what people like to buy, but always be listening for clues from your clients about what kind of photos they want. More often than not, those are the ones they’ll buy. And that’s when you can sell them on the crazier shots.

Digital Download Debate
In 10 years, everything will be digital. This a general fear among photographers, but especially those like wedding photographers whose bread and butter is print sales. Then again, there’s something irreplaceable about a tangible album you can hold. And a desktop photo still isn’t quite the same as the photos hanging on your walls as decoration. Whether or not you include all digital downloads or a disc of photos in your base package or higher will also depend on your target market and the overall market in which you are working. If you have a competitive advantage, you might have some breathing room. But most likely, your competition provides all digital files as part of their base package. If you don’t, you better be confident that your prospective clients will absolutely want you over anyone else. Otherwise, you risk pricing yourself out. Most photographers consulted for this guide provide digital files of some kind in their base package. You have options, though, to encourage potential digital sales. • Watermark the files. This will protect your work and also open up potential sales if clients want downloads without copyright. • Provide a disc. This puts an additional step between the photos and online access. • Include the first 100 downloads for free, and institute a pricing system for additional downloads (or use that to upsell full tiers). • Sell personal use downloads individually. Some services (like PhotoShelter) allow you to set prices and deliver downloads automatically online, the same way a client would purchase prints after the event. Price these accordingly to ensure your comfort.
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Pricing Your Products
Below are points to consider when working with your accountant on how to priceout your add-ons. • Base costs. What is the cost of raw materials? What kind of bundle deals does your printer offer? How many people will you have to hire to assist post-production? How many hours will it take you to create and deliver the product? • Client expectations. Be realistic: what will your target market want to buy and what are they willing to pay? • Market trends. Research what your peers are offering and charging. Also pay attention to any new trends in the wedding industry. There may be new products clients are requesting, so investigate if this is a viable avenue stream for you.

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Selling the Experience
Tip
Consider waiting until after the wedding or engagement photo session to present your client with additional options. Wait until a little trust has been established to make your recommendations.

Tip Tip Do Don’t Do

An album can be a story. If you can sell the clients on this story and deliver it, they will want to buy something to remember it by. The highest package should offer the highest level of experience. It should not just be a kitchen sink of add-ons. Err on the side of generosity, or it may cost you your clients. Ever use the word “up-sell.” Think of 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 of a wild party shot once it’s actually happened.

The 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 for family photos when they have children; parents of brides who trust you will come back to you when their younger daughters get engaged; and everyone will refer you to their friends and family. Weddings have a natural narrative. There is a beginning, middle and end with plenty of drama in between. This is a gift for the photojournalist. But what will differentiate you and your sales potential is the unique experience you can offer. How do event day items enhance this experience? What story can you tell for the bride and groom? All of this, of course, goes back to your brand and the experience your brand provides. But, if 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.

Crowd your own marketplace. Too many options might mean no Don’t  sales. If each pricing tier enhances the story and experience you can offer, have illustrative reasons why tier 2 or tier 3 offers a more complete vision. But do this without undercutting the value of tier 1 – you never want to make the clients feel cheap for their choices.

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The Wedding Day
The big day has finally arrived! While it may not be your big day, you have a big day ahead of you. Embrace the stress, and then let it go. Your ability to go with the flow 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.

Managing Yourself and Your Staff
Be your personality, but also be flexible to the needs of your clients. After 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 is important to act with a high level of professionalism whether you’re with the bride or taking five with the wedding planner. It sets an example for your staff and will nurture that trust you have been building with clients and other vendors. Whenever possible, work with your clients to plan the schedule for the day. Make sure it allows ample time for you to deliver the work you promised. Once you’re comfortable with the timeline, memorize it, plan accordingly, and keep a printed copy on hand for reference. If you have additional photographers or assistants, make sure everyone knows the schedule, where they need to be and what they should be shooting. If you do hire staff, only work with people you like and trust. Do not choose the wedding day to vet a new assistant. Have a network of friends and staff who understand your brand and workflow, and can jump into the mix with ease.

Deliver the Experience You Promised
Remember how you sold your clients on that great story? Well, today you deliver it. If you pitched yourself as a fly-on-the-wall presence, be that. If you sold yourself as part of the party, be ready to party. This is why knowing yourself and knowing your brand is key, because it is for those two things your clients picked you. In addition to playing the role you cast yourself in for the day, keep a vigilant eye out for the shots and set-ups that support the portfolio you presented.

Be a Hero
A lot goes into ensuring that a wedding goes a smoothly as possible; still things inevitably go awry. It won’t take long to notice that the same issues arise event after event, so be ready to demonstrate your expertise. Learn how to tie a bowtie and pin a boutonnière; carry extra tissues, breath mints, collar stays, and both colors of bobby pin. Your clients and their engaged friends will remember you for it.

The Second Photographer
Some wedding photographers always bring a second photographer, and almost all prefer to have one on hand. If you choose to bring one, or the package calls for one, make sure to hire a photographer you trust who fits with your brand and style. The big day is not the day to do a trial run, if you can avoid it. It’s always a good idea to have back-up support. A second photographer might be a great person to have cover the family portraits, to ensure they get done while you can focus on the more photojournalistic shots. Second photographers can be your insurance policy for double coverage of the most important shots of the day and, because they are always covering a different angle at any given moment, they photographically allow you to be in two places at once.

Chip Litherland recounts going so far as to help a bride zip up her dress, he has held purses through the ceremony, carried shoes in his camera bag and always has a supply of tissues on hand. The reward? He had one happy bride recently contact him with the subject line “Hey BFF .”

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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. This will help you avoid both any ambiguity as to which photographer was hired by the client and potentially devastating arguments with the friends you hire. If you can, give credit where credit is due. Some studios lump all wedding photos together as their product. This is standard practice, so if you choose to do this it is not necessarily the wrong choice. But, if you use a second photographer it is a good idea to credit their work. It will not take away from your brand that you hire other quality photographers. Good karma fits into almost any brand.

tive shot list, but rather a deep understanding of the stories they need to tell. In fact, staring at a shot list all night might cause you to miss some of 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 if you think you will need it. When in doubt, think like your clients. Referring to the same wedding magazines, blogs and websites your clients used to plan their day will give you an excellent idea of the kinds of shots they expect. In addition to preparing a shot list ahead of time, do research on the day itself. Here are some elements to consider that may help you brainstorm possible shots and setups: • Schedule of events. • Wedding color scheme. • Wedding party clothes. • Venue – the reception hall itself, decorations, and set-up. All of these elements can present you with great visual opportunities; preparing for them might actually help you grab spontaneous shots. In her blog post for PhotoShelter, accomplished wedding photographer Missy McLamb advises aspiring wedding photographers to “Plan. Focus. Execute. And then forget it all.” It might be a good idea to make that your mantra.

Managing Your Equipment
Part of the experience you promised and the story you plan on telling may involve different mediums, for example film and digital. In addition to a detailed schedule, make sure you have a prepped back-up for every essential piece of equipment: hard drives, additional film, extra memory cards, batteries, camera bodies and whatever lenses you will need. If you or your second photographer could not complete the job without a specific piece of equipment, you must have a back-up. Have a process in place, and if you have an assistant, make sure they have a detailed understanding of the process as well. This process should include syncing the date and time for 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 won’t. 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 of 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 of options for them to pick and choose. Chip Litherland uses ShootQ to create a questionnaire for his clients where they can customize a list of photos they want – the program automatically saves their customized list into the master client file. When prepping for the wedding he simply needs to pull up their file to go over their specific needs. Many photojournalistic wedding photographers do not necessarily have a defini-

Do Don’t Do Don’t

Prepare. No matter how in-the-moment your photography may be, knowing the details of the day will help you be in the right place at the right time. Freak out. You should always make the clients feel totally at ease. Things will go wrong, but if you have a plan and people you trust – you will be fine. Hire people you trust. Use your shot list as a crutch. Be prepared to be in the moment.

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Post Wedding Marketing & Delivery
Now that the wedding is over and happy couple is safely on the plane to their tropical destination of choice, it is time to take a deep breath. You will need it, because your work is just beginning. This guide mentioned earlier that the base fee you charge is not just for the one day of shooting. It’s for the sum of all the parts of your service, and it’s important to keep a balanced equation in the post-production phase. If ever there was a time to hire help, post-wedding may be the time to pony up. If all went well, you are left with a whole lot of fantastic photos. They 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. There are a variety of photo editing programs that expedite the importing process. WPJA’s magazine WEDPIX has a helpful article on shortcuts and timesavers for 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 for photo editing software that has batch processing features. This allows you to record certain actions and apply them to batches of photos. Retouching hundreds of photos will go infinitely faster this way. It goes without saying that you should save and back up your work – often. You might intuitively know this, but you should still have a workflow standard in place for yourself and your staff. The common rule of thumb for sound digital asset management is “3-2-1” – make three different copies of the images, on two different forms of media, and one should be maintained offsite.

Tip

Managing Proofing
Prioritize. When it comes to delivering proofs to clients, this is a word to live and die by. You can start by setting a timeline for yourself. Depending on your agreement with the clients, you may be contractually obligated to have the proofs by a specific date. If this is the case, start with that date and work backwards to create a realistic schedule for yourself. It is also a good idea to push up the deadline for your personal purposes, to add a few extra days of padding. Keep in mind that if you shoot on film, you will need to allow for extra time for digitization. This may also prevent your abilities to upload to Facebook or your blogs as quickly – something to consider when you’re selecting what mediums to shoot.

Whether it was part of the legal agreement or not, standardize sharing proofs with clients. You’ll benefit from the efficient, repetitive workflow and your clients will know exactly what to expect. If you are a destination photographer, you may not have the luxury of going over the photos in person. If you use a service like PhotoShelter to provide online ordering, , it may make more sense to create a passwordprotected link to send to clients. You may opt to send a zip file straight to their email. The most important thing is to make it as easy for your clients as possible to make selections, give notes and order as much as possible.

Tip

Simplicity = Sales

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If you have hired photo editors and/or assistants for the project, make sure to sync your timeline with everyone’s calendar before finalizing it.

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Facebook
The day after 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 of excitement that ensues – and you don’t have to, because Facebook is free. A next day leak or sneak peek is an incredibly effective marketing tool not only to get your current client excited to see more of their photos, but to all of their friends and contacts on Facebook who are impressed by the turnaround – and the product. It is a surefire way to build some serious word of mouth. However, a next day delivery might not be a very sustainable model for you. You also want to ensure the sneak peek you post looks fantastic, reflects your brand and is buzz-worthy. In other words, don’t put up anything just to have something up. It is okay to wait a little bit, but not too long. If you plan on posting any photos of the wedding, be it 3 or 30, don’t wait longer than a few weeks. Returning from a honeymoon to a few preview photos will create it’s own kind of excitement. But eventually, people will resume their regular lives. You don’t want to miss this opportunity to splash your name and work all over Facebook, or Google + if your clients use that. Leak just enough to whet your clients’ appetites. Don’t give away all the best pictures, nor too many. Understand that once you put those up, they are more accessible for use by others, not well protected, and subject to Facebook’s terms and conditions – so watermark them if you want, then let them go. Watermarking can be a very effective marketing tool when the photos spread virally, so be sure to include your logo, website and/or contact information. Remember your brand and its target market. Your clients may not actively use Facebook, or they may not care to have their photos published there. Do not put the cart before the horse - don’t market yourself or share images of the special day on social media if it compromises your clients’ expectations.

Tip

This is your golden opportunity to put up some of those magazine-quality, wild, breathtaking shots that the clients may not end up ordering, but will get a lot of traction. More Facebook likes and comments means your photos will be showing up in more newsfeeds, 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.

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 opportunity, preview just enough to generate excitement; and the client’s enthusiasm has an expiration date. There may be overlap, but if it is on-brand there’s no reason not to make a sneak peek album on Facebook and release a concurrent blog post. The benefit to a blog post is it allows you to tell a little more of a story, if you so choose. If it feels true to your brand voice, include a funny anecdote to the day or choose one of your favorite photos of the client and discuss why you like it. Don’t share anything that may feel too personal or superfluous, 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 platforms. Be sure the bride and groom are not going to mind being retagged on Facebook in association with the link. Share on Twitter, Google +, Pinterest and everywhere else that you and the couple have a community. It’s free advertising that will drive traffic back to your website. Just make sure you do it in a timely manner – if you take 8 months to post it, current and future clients will not care if your blog post wins a Pulitzer.

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

Tip

Practice discretion and adhere to your brand when composing a post. This is a great way to continue the conversation with clients, so make sure to give them what they know.

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Photographer Chip Litherland does a hybrid version of these two methods, posting a link with thumbnails on his studio’s Facebook page that drives to his sneak peak blog post for each wedding he shoots.

Follow Through
If word of mouth is king, then follow through is checkmate. Poor chess analogies aside, following up with your clients and following through with your promises is a key ingredient of word of mouth. Thank them for the experience, compliment them on their day, send a little token of your appreciation or a large, lavish gift. 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 of your plan. In addition to being good customer service, following up can also present additional sales opportunities. Sending a gift or card a month or two later reminds the clients of you and your services. Take the initiative to offer an in-person consultation or phone call to go over proofs. No matter how many extra units you end up selling, you want the client to walk away from the whole experience feeling important and taken care of. Chances are they will walk right up to their engaged friends and recommend you. Your brand and business plan will help inform the best ways for you to follow up, but try to keep your communication memorable, yet professional. Here are some easy ways to maintain contact with your clients long after the big day: • Give them a gift, it does not need to be photo-related at all. • Send an anniversary card for their first year. • Offer holiday discounts or coupons, only if it feels comfortable to your brand identity, but it’s another way to start a conversation. • Host an event or an open house and invite your clients…as long as it feels on-brand to do so. It’s a great opportunity to reach out to your old clients and re-connect.

Tip

Treat every single client as though they have a million-dollar budget.

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The Transition from Editorial to Wedding: Chip Litherland
One night in Vegas, Chip Litherland made a bet at the roulette table on number 11, and ended up meeting his wife that night. Years later, Chip took another leap of faith on that number when he decided to supplement his photojournalism career with a new business venture: Eleven Weddings.
After graduating college in 2000, Chip Litherland went straight to his first love of editorial with a job at the Sarasota Herald Tribune. After years of pure photojournalism, a desire to branch out and the faltering print industry inspired him to explore alternative avenues. But, weddings weren’t exactly on his radar. At the time, compelling documentary work and wedding photography felt mutually exclusive. That all started to change when Chip’s 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 wasn’t just something he could do for extra work; it was work he enjoyed doing. Chip realized it was time to hit the proverbial books, and he immersed himself in learning everything he possibly could about the wedding industry. He poured over the pages of Amanda Sosa Stone and John Harrington’s books about starting your own photography business. He sought out the consult of mentors like San Francisco wedding photographer Ben Chrisman and Mark Adams in Atlanta. He used PhotoShelter to set up a wedding-specific website. By the time he set up his company “Eleven Weddings,” Chip had consumed enough information about the industry to feel comfortable forging full speed ahead. And full speed ahead he forged. He now shoots 20-25 weddings a year, while still continuing his career as a photojournalist shooting freelance editorial and travel work. Word of mouth has been essential to his business growth, as has the PhotoShelter guide, SEO for Photographers, in helping him drive traffic to his blog and website.

Website:

http://elevenweddings.com/
Twitter:

https://twitter.com/chiplitherland
Facebook:

Eleven Weddings

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Chip describes himself as a “self-diagnosed color addict,” a quality exemplified by the portfolio on his website. He shoots your standard family portrait, but you won’t find those anywhere on the site. What you will find are fun, punchy pictures full of color and life. That’s the brand he wants to convey, and hopefully, in his words, “the bait that draws the fish I want to hook.” Some of his photos might be a little “out there” in the world of wedding photography, but when someone hires Eleven Weddings they know exactly what they’re getting. The strength of his brand has paid off in great relationships and a bridezilla-free record thus far. “It was just great to have you around all day.” These are the words to which Chip aspires to with every wedding he shoots. Just like his photos, he tries to keep the experience fun – grabbing a beer for a groomsmen toast, or carrying the bride’s shoes, or completely clearing out of the way where appropriate. It’s about making yourself an active participant in the day without overstaying your welcome. Litherland attributes this skill as something he picked up from photojournalism. At the start of his career, he balked at the idea of ever becoming a wedding photographer. Now that he has become one, it has been one of the most wonderful and rewarding experiences. This is due in no small part to the shift of style in wedding photography. “The whole new photography flood in the market has been a godsend for people like me,” says Chip. He feels he hasn’t had to change the way he shoots, and that might not have been the case 10 years ago. While he plans to continue shooting editorial for publications like New York Times, Wall Street Journal and ESPN Magazine, Chip remains open to growth in the wedding world. No matter what happens, he feels grateful to continue getting paid to take pictures. For anyone flirting with the wedding industry, his advice is to approach it with the right attitude. “If you think you’re going to make money on the side but you hate it, you’re going to fail miserably. You have to own your business and your vision.” Chip’s example proves that your personal creative vision and your wedding business no longer have to be so mutually exclusive.

Takeaways
• Being a wedding photographer does not mean you have to give up your photojournalism career in other niches. • A strong overall brand experience can guarantee a strong client experience. • If you plan to take a risk, educate yourself as much as possible first.

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Starting a New Business in a Big Market: Betsi Ewing
At age 19, Betsi Ewing left a prestigious art school in Santa Barbara to answer the call of New York City. Almost nine years later, she has found herself at the beginning of a new story: her own wedding photography business. Judging from her work so far, it’s going to be a long and promising one.
You can tell a lot about how a photographer’s business is doing based on their blog. One glance at Betsi Ewing’s and you will see post after post of engagement photos. What you may not realize is this can be telltale sign that business is booming. These days, clients usually hire the same photographer for engagement photos and wedding photos. So a slate of engagement photos usually translates to a nicely booked calendar for the coming year. Not bad for someone who started in August 2010. Betsi’s love of photography started at her high school newspaper, where she was an editor. Her photojournalism work earned her an early acceptance into one of the top photography schools in the country, but after a year in the classroom Betsi was hungry for some real world experience. She would eventually finish her Bachelor’s degree at Brooklyn College, but living in New York City afforded her the opportunity to try out different fields of photography. After a few years in photojournalism, Betsi recognized the need for alternative revenue sources. Having shot a few weddings here and there for friends and family over the years, Betsi connected with a colleague and began shooting weddings with her in upstate New York. Her eyes were almost immediately opened to a new world of photography. The style of shooting they were doing tapped journalism, fashion, even event documentary. As Betsi put it, it was “the perfect combination of everything I love about photography.” Before jumping straight into her own business, Betsi opted to take the research route first. She started becoming a regular second shooter for her colleague, she reached out to already established photographers, and she took advantage of whatever opportunities she could to shoot. Once she had built up her portfolio, she launched a website and started advertising on popular wedding blogs like The Knot, and Snapknot, as well as recently being selected
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http://www.betsiewing.com/
Twitter:

https://twitter.com/BetsiEwing
Facebook:

Betsi Ewing Studio

PROFILE
to be part of the Grey Collective with Grey Likes Weddings. Being based in Brooklyn, though, put her in the heart of the ultra-competitive New York City market. However, the challenge of a talented market has driven her to continue developing her own unique style. And the upside of a big market is a big client pool. From the beginning, brand has been key. As a visual person herself, the “brand, feel, package, logo, and typography is all-important” for Betsi’s business. This won’t stop her from experimenting now and then, but she has still tried to deliver the same overall aesthetic. Her personal aesthetic has attracted fairly like-minded clients – couples in their 20’s and early 30’s who are almost always creative types. Along with presenting a laid-back day-of experience, and a portfolio of dreamy, almost vintage-looking photographs, Betsi conveys a brand that continues to land her ideal clients. Advertising played a strong role in her initial launch, but since then Betsi attributes a lot of marketing to blogs. She feels there are so many amazing wedding blogs and bloggers out there, and there’s such a dialogue going on through social media – it’s all been really important to her business. Recently one of her favorite blogs, Style Me Pretty, featured a California wedding she shot. Since then she has received a flood of inquiries, many from interested clients in Southern California, a notoriously over-saturated market. Advertising continues to be a strong source of business for Betsi, but word of mouth is growing. The business aspect is still a work in progress, evolving with each job she books. She handles contracts herself, but believes an absolute “must” for anyone just starting out is hiring a great accountant. She continues to collaborate with other professionals from shooting to post-production, and has thus far managed her workflow through a lot of prioritization. Her recommendation to aspiring photographers of all fields is to “work or intern with someone who is already doing what you want to do.” This behind-the-scenes experience is the best way to prepare for starting your own business.

Takeaways
• A major advantage of a large market is a bigger client pool. • Wedding blogs and social media have become an increasingly influential way to market your business. • Working first as a second photographer is a great way to build your portfolio and learn the ropes.

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Maximizing a Smaller Market to Get to the Big Time: Hunter Harrison
Cleveland-based wedding photographer Hunter Harrison may have left twelve years in the technology world behind for a new life in wedding photography, but tech-savvy and leadership skills have continued to play an integral role in his career.
Starting off your second full operating year in wedding photography nearly booked solid sounds about as unlikely as it does a dream for many aspiring photographers. Yet this is very much the reality for Hunter Harrison. Consider too that he was not classically trained, aside from being a lifelong photography hobbyist. Then again, not many casual hobbyists build a proper dark room, including running water, at age 12. A few years ago, Hunter’s photography bug transformed into a full-fledged aspiration. Initially, he tried his hand at stock photography, but quickly realized it was not for him. Through this experiment, though, he had fallen in love with the emotionally driven photography often found in portraiture. When close friends insisted he shoot their wedding, the pieces started to fall into place. Hunter became instantly ravenous for everything wedding industry. In his first year he shot a couple of weddings, and in his second year he shot 24. For the upcoming year, he booked enough weddings to leave his day job and become a fulltime photographer. The northeast Ohio market is larger than one might think, with nearly 2.5 million people living in the region which includes Cleveland. There are many ways to dive into a new market, but Hunter’s tech knowledge inspired him to take a unique approach. As he was starting to market himself, Hunter noticed that a significant number of people were searching Google for their specific suburbs – not greater Cleveland. Yet, most photographers in the market were aligning themselves with Cleveland. So he decided to keyword himself as a wedding photographer for his suburb of Lakewood and a neighboring one called Rocky River. His hunch paid off. Many of his initial clients were looking for someone in the neighborhood, even if they weren’t planning on getting married there. In fact, many clients would end up having their weddings in Cleveland. Once Hunter started building his portfolio and blog, he would keyword the posts with Cleveland and has since risen up the Google search ranks as a Cleveland wedding photographer. In many ways, starting small helped him leap up faster to a bigger market.
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Website:

http://www.hunterphotographic.com/
Twitter:

https://twitter.com/HHphotographic
Facebook:

Hunter Photographic

PROFILE
Since expanding to a larger market, Hunter has continued to maintain a neighborly approach to his business. He invites all clients to his home to review wedding proofs in person, to create a more familiar customer service experience. He also shares a Google calendar with colleagues in his market. If he has a fantastic bride but is already booked or she isn’t quite the right fit for his brand, he always tries to refer her to one of these colleagues. This fosters not only a spirit of cooperative competition, but a community among Cleveland photographers. Another key turning point for Hunter’s business was paying for a re-brand. Through a recommended consultant, Hunter streamlined the look, the philosophy, even the name of his business. He had a specific target in mind of highly educated, independent adults with exciting personalities that an observer would call “an extraordinary couple.” With the help of his consultant, he was able to build a brand that spoke directly to his desired clients. The secret to his success is creating an experience in which his clients walk away feeling as though they received a gift. From the client packet with a tag and a bow, to buying a wine-loving couple a bottle of Veuve Clicquot for their engagement shoot, to an unusually generous complimentary archival presentation box of 4 x 6 proofs of every single wedding image as part of the base package – Hunter’s brand touches every aspect of his business. Like many other photographers profiled here, the majority of Hunter’s business comes from personal referrals. The key to good word of mouth is of course a good impression. His advice to newcomers is not to fear mistakes, but recognize that they will happen. The best thing to do is embrace the mistake, address how to rectify it and then do that as quickly as possible. That is what actually makes good customer service great. And memorable.

Takeaways
• Consider seeking out potentially untapped markets and neighborhoods, instead of jumping right into the biggest one. • Invest in your brand, because the upfront cost will likely pay off in the long run. • Do not let mistakes get in the way of excellent customer service.

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Getting the Clients You Want: James and Megan, Solas Weddings
Cake, huge mugs of tea, and the 2006 Melbourne Commonwealth Games may have brought them together, but James and Megan Horan of Solas Weddings have combined their mutual love for photography into a business of quirky harmony. The secret ingredient to their success is attracting clients with an equal affinity for the offbeat.
One quick glance at their portfolio and it is clear Solas Weddings does not shoot your grandmother’s wedding portraits. The name comes from the Irish word for “light,” indicative of the light-hearted, irreverent tone of their photography. James was born in Ireland and after studying at the Limerick School of Art and Design, pursued news and editorial photography. This career would eventually lead him to Australia where he would meet Megan at the fateful sporting event in Melbourne. Megan originally studied photography in Brisbane before becoming a picture editor for news and sports agencies, while also moonlighting as a food and lifestyle photographer. In 2009, they began shooting weddings and “haven’t looked back since.” Brand is one of the best ways to target the kind of clients you want, and your website can be one of the best ways to pre-screen clients. Megan describes the Solas brand as fun, funky and romantic – an extension of their photographic style and personalities. With the help of PhotoShelter, they have built a site that very clearly conveys this brand, from an “about” section titled “how we roll” to labeling themselves “kick ass wedding photojournalists” and a “couple of crazy fools” to the humor-infused photos gracing their homepage. This attitude speaks to a very specific kind of client, which happens to be exactly the kind of client with whom the couple wants to work. They say, “We like to work with clients who appreciate great photography and don’t take life too seriously.” Because their funky brand so clearly touches everything on their website, it is the best screening tool they have. As Megan puts it, “it tends to keep the bridezilla types away.”
Website:

http://www.solasweddings.com/
Twitter:

https://twitter.com/SolasWeddings
Facebook:

Solas Wedding and Portrait Photography

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Having such a strong brand has helped the couple continue to book business, since they admit they are not really sales people. Referrals play a huge role, so getting clients that gel well with them helps guarantee a happy result and good word of mouth. Getting featured on some of the world’s funkiest wedding blogs has also helped them to continue to consistently attract clients in their target market. Sometimes it pays to be a little “different.” Research has shown them that the unusual, fresh, individualistic type of wedding is an expanding sector in the overall market. They hope to build on this potential by nurturing their positive online reviews and enthusiastic referrals, as well as continuing to submit to blogs that service their target clientele, like Rock n’ Roll Bride, Polka Dot Bride and One Fab Day. Because they have worked so hard to reach a fun-loving, spontaneous clientele, they are equally diligent about managing and meeting expectations. James and Megan both believe it is vitally important to be honest and upfront at all times. Total trust is the key to getting the best pictures possible. While it is important to be true to your style and brand, it is important to be flexible to different client demands as every wedding is different. So far, Solas Weddings has been able to have it both ways. James and Megan show that a strong sense of identity matched with an honest brand execution is one of the most effective steps towards getting the attention of your target market.

Takeaways
• Embracing your personality with your brand is a great way to get compatible clients. • Don’t be afraid to be a little different. There are wedding blogs and markets for every kind of personality. • Be honest and upfront always with clients. They should know exactly what they are getting from your portfolio to delivery.

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How to Service the Top of the Market: Brian Dorsey
A Mickey Mouse camera, a stint in investment banking and an insistent acquaintance all played a part in the making of Brian Dorsey Studios. But it was the decisions he made in between that made Brian Dorsey a brand name in the high-end wedding industry.
Since the age of five when he received a toy camera emblazed with the Disney mascot, Brian long considered photography a hobby. When he was in college, finance was the hot career and so Brian followed the market trend. But the call of the creative world grew too strong, leading to a run through the interactive world that would ultimately bring him back to his first love of photography. While he focused primarily on portraits and PR at first, an acquaintance who had recently started a wedding photography business invited Brian along to shoot one of the events. Brian politely refused, but his colleague did not relent on the invitation. Brian finally agreed to go, and it was love at first sight. He realized weddings were “like a whole scripted story you could tell from beginning to end.” This was something he wanted to try on his own, but he continued to work for his friend for a while to get started. Before long, the beginnings of Brian Dorsey Studios were in place. Ten years later, he is servicing high-profile clientele along with a small team of talented photographers - and charging top dollar for it. Brian’s business savvy was highly informed by his professional experience in the finance world, as well as working for large clients like American Express in his interactive media days. He learned the ins and outs of corporate etiquette, the level of professionalism high-level clients expect and how to approach business from a customer service perspective. All of this life experience has been essential to delivering a high-end product in the wedding industry. It would be incorrect to assume that a high-end product means an extravagant production. In fact, Brain’s approach is quite the opposite. He describes his style as observational and photojournalistic, the opposite of staging. His team is there to be a positive addition to the ceremony, not clog traffic with excessive equipment or slow
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Website:

http://www.briandorseystudios.com/
Twitter:

https://twitter.com/bdorsey
Facebook:

Brian Dorsey Studios

PROFILE
down the party with elaborate set pieces. He gives his clients the five-star treatment with impeccable customer service and, most importantly, impeccable photos. The opportunity to capture memorable moments is certainly helped by the fact that the lives of his clients are already so fabulous, there’s no need to fake it. From the start, Briann knew he wanted to target the high-end market. Understanding how this market thinks was key in differentiating his team from a lot of people who want to service that sector. When assembling materials and creating a business strategy, if you want to cater to the person who shops at Bergdorf ’s you must start from inside their mind. Mindreading is easier said than done, but it helps to start with educating yourself on the kind of customer service to which your target market is accustomed. The further upmarket you move, the higher the expectation is. The kind of client willing to spend top dollar on their wedding just expects topnotch service, because that’s what they’re used to. An excellent resource for both understanding this type of clientele and also connecting with them are wedding planners. Establishing relationships with wedding planners who serve the high-end market can be the key to the kingdom. While client word of mouth is still a major source of new business, referrals from planners and vendors have not only become a reliable source of new clients, but also tend to generate the most revenue. His strategy to booking the kind of work he wants to shoot is to only show the kind of work he wants to get. His portfolio includes only the photography his team is willing to shoot. They certainly remain flexible to clients’ different demands on the day-of, but only photos that reflect the brand make it onto the main website. In a similar vein, when pricing yourself, Briann advises against the “what would I pay for this” approach. Unless you happen to be a member of your target market, you need to be asking yourself “what is my target market willing to pay for this service.” When it comes to the high-end market, being a bargain option can actually have a negative impact. In upscale markets, value has value. Regardless of the target market you aspire to serve, Brian has pertinent advice for surviving in the wedding industry. The best way to protect yourself and your business is to continue to differentiate yourself. When you’re setting up this business, you need to treat it like a long-term project and establish long-term goals. Lastly, edit, edit, edit. And then, edit some more. Everything you put out there is a reflection of you and your brand. An impeccable brand starts with impeccable self-editing.

Takeaways
• An upscale experience does not necessarily mean extravagant set-ups and loads of expensive, intrusive equipment. • To serve a high-end client, you must familiarize yourself with the kind of customer service to which the client is accustomed. • Let your portfolio speak your brand and represent your target market.

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Building a Name Presence: Ryan Brenizer
Ryan has photographed such luminaries as Muhammad Ali, Nobel Prize winners, U.S. Presidents and even the Pope himself, but he still counts weddings as the moments he feels most blessed as a photographer. His impressive resume, gallery shows, blog following and workshops are all part of his own unique path to “getting his name out there.”
“There’s never a resting on your laurels day.” Spoken like a photographer who shot 71 weddings last year alone. That’s not even counting his other work in corporate photography, which brings the total shoots for the past year closer to 150. Since transitioning into wedding photography about five years ago, Ryan has shot over 250 weddings and today loves it more than ever. It should come as no surprise that he cites endurance as the most important quality in a successful wedding photographer. Ryan believes you have to do whatever it takes to stay excited about your work, or you’ll almost inevitably burn out. Whatever he’s doing – it’s working. Ryan started as an editor at a small paper, where everyone was expected to do everything. Out of the gate, he had all the tenacity but not a lot of the technical skills required in photojournalism. So he learned. So much so that today, in addition to all his shoots, he teaches workshops on technique. He left his journalism gig to work as a fulltime photographer for Columbia University. His time there taught him how to make the most of traditionally un-photogenic situations. As he put it, there was “a lot of people speaking at podiums or sitting around tables.” He mastered how to cover a luncheon without just taking pictures of people eating. As for wedding photography, Ryan had always subscribed to the idea that it was deeply uncool. When he came across some photos on the WPJA site full of emotion and documentary techniques, he realized that truly great wedding photography was an art form. The first wedding he ever shot was at the infamous CBGB in New York for a comedienne about whom Ryan was making a documentary. He loved every aspect of it.

Website:

http://www.ryanbrenizer.com/
Twitter:

https://twitter.com/ryanbrenizer
Facebook:

Ryan Brenizer Photography

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Prior to actively pursuing wedding jobs, Ryan already had a healthy online presence. By the time he was ready to go into business, he had built up an audience of a few thousand people by sharing all of his work on sites like Flickr. By focusing on putting himself out there quite broadly, he built up a broad fan base. His first online presence was a live journal, which transitioned to a photography blog. Amazon hired him as a photography blogger, a side job he kept up for a few years. This not only gave him a captive audience, but also a lot of legitimacy. People completely unrelated to the wedding industry were following his work, but it paid off in a higher Google ranking. His blog posts led to workshops, with attendees of 150 or more. By casting his net widely, Ryan has been able to reel in an audience full of current clients and potential future clients. Ryan is quick to point out that there is no such thing as an easy solution when it comes to getting your name out there. “The reality is,” he says, “every single photographer who wants to get their name out there won’t succeedthat’s just the nature of the business.” Nevertheless, the people he knows who have really taken off have done a deceptive amount of legwork. Not only do you need to consider how you are different, and the unique qualities you bring to the competitive market, you also need to think in the long-term. That was his strategy, and it seems to have paid off. He realized early on that if he purchased an ad in a bridal magazine, he was buying a short-term solution that would only get a certain amount of eyes in a limited period of time. Growing an audience online over time has given him much more longevity. He noticed with his long-term solutions people became more invested in him. His clients are often pre-sold. In fact, there are clients that have scheduled their weddings around his availability, and have flown him to all sorts of destinations. They had followed his work already for years, and they knew they wanted him. But beyond establishing your competitive edge in self-marketing, Ryan believes you must be brilliant sometimes but good always. Your portfolio and your work is your resume. It’s what gets you noticed, and you must make sure to keep people coming back for more. If you aren’t different and compelling, then getting your name out there isn’t going to make much of a difference. When the big break or the viral photo comes, you need to be prepared with a portfolio to back it up.

Takeaways
• Building an online audience can take a long time, but will be worth the investment. • Prepare for you imminent big break with an outstanding and unique body of work. • Look for ways to differentiate yourself not only in your work but also in your areas of interest and expertise.

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