Don't Sell Photography, Sell What Photography Does

Photographer, business consultant and owner of Stock Asylum, LLC, Ron Rovtar, posted a blog urging photographers to sell what photography does. In other words, don't sell that you can take a picture, sell the benefits that your pictures provide that other photographs can't or can't do dependably.

Some key quotes from the article:

• A picture isn't worth much. But what.. the right picture does -- can easily be worth thousands, tens of thousands, hundreds of thousands, even millions of dollars to the company that uses it.
  
  
• The picture is almost always the first element of an ad, brochure, magazine cover or Web page that registers with a consumer. It is the handshake, the first impression. It is what cuts through the visual clutter and captures a consumer's attention . . . . [It] is the difference between reaching a target audience or failing to reach it.
  
  
• For [art designers and directors], the effective use of pictures equals success.

Ron writes the post from the view of art directors, freelancers, designers and commercial users being the target audience [Ron owns a stock photo agency]. However, the principle and even his quotes are right on for whatever the audience it.

For weddings, engagement or prewedding shoots, the right picture is priceless if it can serve as a constant reminder of the beauty and glory of that day, the vows and relationship, so much that a couple will want to hand it down to their children to have or display. Such picture may very well be one of the first things that strike a person when entering the living room, office or wherever it is displayed, making a positive first impression, communicating fidelity and relationship. And indeed, the wedding photo book may very well be what others use to determine the success of the wedding and post-celebration [the events, not the relationship]

Likewise, in concert and band photography, all Ron's points about capturing the attention of others and making a first impression are valid. As a music listener, I have definitely be drawn to check out the music and description of a band or album because I was so intrigued by the album cover picture or art. When I do band promo work, I tell bands that the cost is recovered by my photos helping bring their press kit to the top of the pile.

Leave your comments and ideas on how to apply these principles to your situation.

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Created on Oct 18th 2018 08:14. Viewed 307 times.

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