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Mark Ashworth Photographer Profile - A long career as a leading photographer - part 2 of 1 2 3

by Mark Ashworth Published 01/06/2009

I love great informal and candid moments and I have seen amazing images of this genre that have been captured by very talented photographers known for this style but, in the main, your client needs to see that your images carry professionalism, talent and experience which is very difficult to show just by shooting 'informals'. Certainly in portraiture, how do you ask a family to 'just be natural' as I am sure for most families it is not that often that they hire a professional photographer to capture such important moments in their life. The point I am trying to make here is that when you know the rules of classical posing and lighting, you are able to break these rules for creative impact that your clients and peers will love. Your customers will be more than happy to pay and any judges and referral still brings you the best and most profitable clients. Being a wedding photographer, in turn helps to build a database of people who are ideal portrait clients.

Most of these couples will go on to start families, which are a natural target for your portrait work. All you need to do is stay in touch, either by newsletter or telephone. Any good business person will also tell you that the one thing that many businesses fail to do is stay in touch with their existing clients - I know because I am guilty of it too. I also found that advertising for portrait work just doesn't work. Referrals and recommendation are best, so try making each and every client give you at least one more client. This can easily be achieved by staying in touch. I run promotions during the run-up to Christmas, and then mostly rely on reputation for the rest of the year while I am busy with weddings.

The Client Experience

Every time you spend money on a service, just analyse what you get. On a typical long-haul flight you can pay for a journey at three levels; economy, business or first. The end game for everyone is exactly the same. You get to your destination. There has to be a combination of client experience and good service in addition to a high-quality product. It's no good if the airline gives the service of economy, but the seat of first class. This is where perceived value comes in. Offering extras such as refreshments, entertainment and a comfortable environment is all about adding value to the service.

Before you start in business you really need to decide where you are going to pitch yourself. If in the long term you want to offer people 'cheap and cheerful' then you must pitch yourself here from the outset. Having said this, it is important to remember that perceived value is actually very important and in reality does not cost that much to you, but can mean a great deal to the client - who will be prepared to pay for it. Remember it happens all the time, everywhere we go. Cars, restaurants, hotels and clothes are great examples.

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1st Published 01/06/2009
last update 09/12/2022 14:51:18

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