Photography Business Success Course Introduction Lesson 3...
Shooting with style and making a difference in the marketplace...
Nothing we’ve talked about so far will help you much if you can’t produce a product or service that your market wants and will pay you good money for.
For sure, the best marketing in the world won’t help you if you’re trying to sell something no one wants.
On the other hand, if you’re producing something that’s in demand and naturally selling, your marketing — and your life — gets infinitely easier.
As creative artists, it’s very important to please ourselves artistically, but as business people, we also need to please our clients.
The ideal situation, of course, is to be able to do both, and the good news is, in our type of “not your normal” people and pet photography business, we can strike a happy balance between our need for creative fulfillment and the needs of our clients.
That’s always been one of the very nice things about Pam’s type of photography business. The natural style of photography that Pam likes, is also what her clients like, too.
And that’s very helpful to me as her “marketing guy.” It makes my job a whole lot easier when there’s already demand in the marketplace for what she’s doing. Quite often, people just see it, they want it, and they buy it!
And on the “artistic” side, Pam’s natural style is “loose” enough to provide for infinite variations and offshoots.
This is important, too, because you don’t want to be confined, and you want to stay fresh. Boredom is a killer of creativity, and photographic careers that are based on a repetitive routine, or a rigid style, may make you money, but they won’t provide you with the fun, creative, and profitable life you seek.
Pam’s Not Your Normal Photography® style also allows many photographers to participate in “the style” without being exactly the same. This is because each photographer brings their own experiences, personality, and ideas to the basic framework and they ultimately develop their own style and following.
The “not your normal” style itself is, in fact, a little “transparent.” It’s purposely designed to let the personalities of the people you’re photographing show through. So, even if you use the same “pose” over and over, it’s always fresh and new with each new person or family, or even the same family at different times (just for fun, Pam’s clients will often request that she repeat a pose that was done on years earlier sessions).
We’ll get to some more details about Pam’s natural style in a minute, but first let’s talk about why you need a “style” in the first place.
Why you need a style
If you want a fanatical following — and I guarantee that you do! — you will need to give your clients something to be fanatical about. In other words, you need to give them a reason to choose you over the other photographic choices they have.
And part of that clear choice is your readily-identifiable “style” — which not only includes your photographic style — but your entire “style” of doing business.
That “business style” includes your pricing structure, the session packages you offer, your location, your personality, how you conduct yourself in a session, and much more.
You see, there are many “points of distinction” that you can use to differentiate yourself.
But you must differentiate yourself in some way — simply being a “photographer” doesn’t tell your prospective clients much.
Being a “portrait photographer” tells them a little more, but not enough to allow them to make a “note” in their brain about why they should use you over the other portrait photographers.
Saying you’re a natural-style (or other photographic style of your choice... there are a lot of ways to be “right” in this business!!!) people and pet photographer is much more specific and creates a mental image of the result in their minds. So when they want that type of photographic result, you’re the natural choice.
This can be taken one step further, and in Pam’s case, there’s no question about what she’s all about...
- natural style photography
- relaxed sessions in our dining room
- a no-pressure business model
- an innovative and highly useful session package
- somewhat expensive
- inconveniently located ~ and ~
- not “open” very often
Those last three — somewhat expensive, inconveniently located, and not “open” very often — by the way, are not market disadvantages, they are actually advantages if used and positioned properly!
In any case, the entire combination adds up to an identifiable difference and a complete “style” of business. In effect, even though there are a lot of other photographers in our area, we have no competition. The people who like us for what we are, use our services over and over again and refer people with similar likes to us.
And those who don’t appreciate what we do and who we are, go somewhere else.
See how nicely that works? By having a specific style of business and photography we attract the people we want to work with and repel the ones we don't.
Because the market for photographic services is big enough and robust enough, many photographers can happily coexist on a virtually non competitive basis by carving out a lot of nice little niches.
Getting started with style
If you get into this business and stick with it for while, you will eventually find your own way of doing things. You’ll develop your own style of business and photography, and you’ll have your own fanatical following who will come to you because you're "you."
But it really is difficult when you’re first starting out, to instantly pull everything together out of “thin air.” When you’re first starting out — or if you’ve been in business for a while and you’re “stuck” — it’s nice to have some style guidelines. A plan to follow. Something you know has already worked, something with proven demand in the marketplace so you can at least get yourself going and take it from there.
Which is why Pam and I created this mini-course, as well as the more in-depth courses listed in the NYN School Course catalog.
You see, when Pam started out, there were no books or courses that taught how to take pictures the way Pam wanted to take them, or do business the way we wanted to do business.
And there weren’t any other professional family photographers around that we could “model from,” either — they were all using the traditional posing and the traditional business models that were unacceptable to us.
So, to get her “idea factory” going, Pam started by looking through lots of magazines and “swiping” the poses and photographic ideas that she liked.
Then she would then try them out — along with her own ideas and modifications — in real live photo sessions to see what really worked, what didn’t, and ultimately what her clients reacted to the best.
Over many years, this evolved into a system of posing, a “philosophy” of photographing, and a certain way of doing business that today serves as the foundation of Not Your Normal Photography® .
As I mentioned before, there are many ways to be "right" in this business, but you will never find your own way unless you get started with something that is known to work. Pam's methods are a great place to start (and may be all you ever need) because they are extremely versatile, easy to learn, and most important, produce client-pleasing results that people are willing to pay high fees to get.
So let’s take a look at some of the major characteristics of the "Not Your Normal" style...
Simple, uncluttered backgrounds — Pam almost exclusively uses white or black backgrounds, and most of the time, she uses white. Aside from the fact that we don’t have to deal with more that two types of backgrounds (a major benefit on the business side of things!), white and black backgrounds don’t distract — they make the people the stars of the photo, they compliment any kind of clothing, and the resulting prints blend in with any type of decor.
That doesn’t make using other types of backgrounds “wrong,” it’s just the way we do it, and what our clients like.
By the way, don’t confuse Pam’s use of white and black backgrounds with “high key” and “low key” lighting. Pam uses the “set it and forget it” lighting system you learned about in Lesson 2, and the idea here, isn’t high or low key. It’s to have non-distracting backgrounds that show the natural beauty of the subject!
That said, the white and black backdrop system is very “extensible” because — similar to using a "green screen" or other chroma key background — it can be selected in an image editing program and replaced with whatever background you like.
Pam, by the way, has a series of Photoshop tutorials on replacing backgrounds that is included with our full course offerings. Here is an example of what can be done (the modified image on the right is a good candidate for our 3D printing service!)...
With Pam’s system of photographing you’re also not locked into a particular kind of lighting... it can be adjusted in Photoshop (as in the example above, Pam has tutorials for you in the full course). Here is an example of “digitally altered” lighting...
A collection of photos — Most traditional photo services go for the “one definitive shot” that can be used for an enlargement or “wall portrait.”
While many of Pam’s shots can and are used for large prints, her sessions, and her session packages, are designed to be much more comprehensive — a more complete representation of the family and the dynamics in it.
Pam, for example, will photograph all “combinations” in a family group and the result is a collection of prints.
They also love the unique way she presents the final images to them.
Special note — There are many ways to assemble a session package. Pam’s package includes matted 4x6 prints that can be viewed in an album or easily put in a frame. The package is delivered in a large box...
Of course, if a client wants a larger print we can accommodate. Pam and I are a big fan of large canvas prints as are many clients.
A posing and session system that causes people to relax and have fun — If you want to provide a service that gets happy clients who repeat and refer, you will need a system for planning and conducting sessions that consistently gets client-pleasing results.
This is important. And why Pam has created a system to do exactly that...
Pam's session system is designed to create a fun experience during the session — so the people are having fun while they’re being photographed — so they look like they’re having fun in the final prints! That may sound like common sense, but it really is a conscious process that begins well before the session ever starts.
Effective sessions begin with proper planning and pose selection. Here are a few tips...
First, you will want to find out about the family, who will be at the session, what the family relationships are, and if there are any special wants or needs. Pam has forms she uses to make sure she gets the information she needs and doesn't forget anything and I highly recommend you do the same.
The next step is to select the poses and plan the session. This is where Pam's Swipe Files come in very handy, especially when there are a lot of session to plan at one time. Start your Swipe File now... all you need is a 3-ring binder and an "open eye" for the types of photos you like.
Pam also has created forms to help with the pose selection. These are also used during the session so the process proceeds smoothly and nothing gets left out.
Many photographers think that if they "get the lights right," all they have to do is let the people show up and then "wing it." But that is risky behavior that won't easily lead to consistent results. It can also be stressful on the photographer, which doesn't help get the clients in a relaxed mode!
Rest assured all of the pre-planning is what allows you, the photographer, to relax and concentrate on the important aspects during the session — working with your subjects — without having to worry about procedural details like what pose you should do next... that is all planned out and written down, and yes, there are times when you need to deviate and adjust, but that is much easier to do when you have a plan going in!
In fact, Pam's sessions plans and the posing are intentionally a little "loose," so the sessions can have a natural flow, there's planning, but it is not rigid. Session "flow" is also why we keep the technical side easy.
You see, if you use stiff formal posing and spend a lot of time and mental energy messing with your lights and camera, by the time you take the shot, your subjects will look stiff, bored, and posed like department store mannequins.
You see this happen all the time, too. For example, a brochure I received a little while back that was promoting an expensive seminar on "portrait" lighting by a well-known lighting “guru” and the photos in the brochure said it all — nice shots with nice lighting, and stiff, unnatural-looking people! All the shots were intended to show off the photographer's "look how good my lighting is" ego, but did nothing to create an emotional connection with the people being photographed. The photographers who paid big bucks to learn this were certainly put on the wrong track if they intended to be in business rather than simply participate in a technical hobby. Which is perfectly fine if that is your intention. Otherwise...
If you want to get paid, always remember who you’re “working” for and what they really want
Sure, your fellow photographers may admire your complicated lighting set ups, pat you on the back and say, “Wow, your lighting technique is truly amazing!!!”... but keep in mind that they won’t be writing you any checks!
Let me reemphasize something we talked about earlier — your clients don’t look at your photos the same way you do. What gets you rave reviews from your fellow photographers may not get you the same from your clients. And what turns your clients on, may not impress certain segments of the photo world, but as I said, they won’t be writing you any checks. OK, let's move onto the most important "technique" of all...
A way of working with people that brings out the natural best in them — As you are now aware, the Not Your Normal Photography "system" is an entire work flow that leads to the results we want.
It starts with the way we market Pam’s photo sessions, and how we begin to develop a trusting relationship with her potential clients. This includes our open and up front pricing model. Do you think people will photograph relaxed when they are worried about unknown costs and post session high-pressure sales tactics?
The system continues through to the environment we create for the photo sessions, the way Pam conducts the sessions, the posing she uses, what she says to the clients, and much more.
All of these things add up to a way of working with people — from start to finish — that yields the results we want... relaxed and happy clients that look that way in the photos.
Let me just say that none of this is complicated or hard. It’s just a combination of very simple things that most photographers ignore because they’re too hung up on other things (I do hope you’re starting to see why the technical aspect to this is not nearly as significant as many photographers think, and why concentrating solely on technical matters won’t lead to the kind of results that we’re talking about here, but have a complete "wholistic" approach will!).
Now, here’s a quick example of how a “few magic words,” and the right way of working with people, makes all the difference...
In the photo below, the man had just come to the session. He’s a doctor who is very busy and obviously had a lot on his mind coming into the session. And it shows in the photo...
However, with a few simple “people techniques” (that anyone can learn), all is well.
As Pam recalls...
After the first picture was taken, I said something like, “You guys look so good in this pose, what a nice looking family.”
After the compliment and the family getting more familiar with how the session will be conducted, a noticeable relaxed look came over all their faces and their smiles weren’t so forced looking. By the way, this is why just one shot of each pose usually won’t do, especially at the beginning of the session. It’s also why longer sessions in a relaxed environment produce superior results, and why clients are willing to pay substantial fees for this type of service...
After the whole family shot was done, I zoomed in (this is good example of why we use zooms in the studio!) and asked the girl, “Why don’t you give your daddy a big hug?”...
Very simple. Very effective.
An even more famous example of this exact process is the 1947 photograph of the Duke and Duchess of Windsor by Philippe Halsman.
As Halsman mentions, the first photo he took “reminded me of two elderly and hungry hyenas.”
Again, with a “few magic words” everything changed, and as Halsman relates, they “suddenly looked attractive and much younger... an illustration of how radically people can change in 10 seconds.”
The book “Halsman Portraits” shows both of these photos side-by-side and the difference is striking.
The Halsman book, by the way, is worth checking out if you get the chance. Not only does it contain a boatload of great photos of many famous people, but, most important to photographers, it also has Halsman’s notes about what he said and did to get each of the photos.
While you’re at it (libraries may have both these books), see if you can find the photo of the Duke and Duchess of Windsor taken by Richard Avadon.
Here you’ll see a glaring difference in photographic style.
Where the Halsman portrait looks warm and loving, the Avadon portrait looks harsh and unflattering. Avadon’s style is to show more of the “nitty gritty” aspect of life.
Which brings up a great issue — Avadon’s work may be great art, but does it serve the people being photographed? ...and would they be pleased to see themselves in this way? Would you?
As we talked about in the beginning of this lesson, there’s a fine line between pleasing yourself as an artist and pleasing the people being photographed as clients. In developing a style for business use, you must pay attention to both aspects of this issue!
It should now be clear that to help differentiate and identify yourself in the marketplace you need...
- A style of photography and doing business
- A “workflow” that supports that style and makes it consistent
- A market that will support and gravitate to the style
Remember that “style” is more than just the way your photography “looks.” It is the entire system you use to gather prospects, convert them to customers, and deliver what you promised.
Pam’s natural style of photography and her way of doing business is consistently successful in the market place because of the systems we use. Pam’s way, of course, isn’t the only way — there are lots of ways to be “right” in this business, and the real key is to find a style that’s right for both you and your clients. So, do keep your eyes and your mind “open.” Explore and have some fun. Test new ideas — you never know what you’ll come up with, and what will “hit home” with your market. That’s how breakthroughs are made, and that is certainly how Pam developed her style over time.
I will, however, mention one thing about testing new ideas. It’s a lot easier to experiment and test — and your clients will even be more receptive to it — if you’re doing it from a “base” or “style” that’s already working.
In other words, it’s much easier, faster, and efficient to get yourself going in business with a known system, and then experiment, than it is to start by experimenting and hope you’ll eventually get it right.
Trying new things is always part of the fun, but it doesn’t always pay the bills, and if you can't pay the bills, you won't have the time of money to experiment!
OK, now that you are on your way with “style,” in Lesson 4 we’ll talk about one of my favorite subjects — marketing! See you soon!
Photographically yours,
Jeff Farr
co-founder, Not Your Normal School of Photography
