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Just who do you think you're shooting for? - part 3 of 1 2 3

by Brett Florens Published 01/04/2012

Generate the impression of success

I shoot a lot of fashion work during the week and feel that I want that to filter through to my wedding photography. My wedding work therefore has a large editorial influence to it. Clients who are fashion conscious are drawn to my work and like images that would not be out of place in high-end fashion magazines such as Vogue, Vanity Fare or Harper's Bazaar. To find the type of client you are looking for, you need to choose your advertorial material carefully. Think about the magazines and publications you choose to advertise in, look at the demographic of the readers of the publications. If you are exhibiting at a bridal show then look at the area and target market of the event. You may also find that the size and positioning of your advertisment will affect the type of client you are attracting. By taking out a very small space in a magazine you will find that you are associated with the other photographers with a limited advertising budget.

This gives the impression that you don't have the budget to take larger adverts and hence are not hugely successful. I prefer to save my budget for a full-page advert where I create the impression of success - and that is attractive to clients with money to spend! I prefer to spend big on one publication that I know my target market reads, rather than spreading myself thin by taking out several smaller ads that work out much more expensive relative to their size. Your price will also affect the type of client you will attract. Even if you are a great photographer, you may deter potential clients by being too cheap. There is a sentiment that you get what you pay for and the more you charge, the better you are. The funny thing is that when you charge more for your work, you will find that you are shooting in much more favourable conditions: great location, great hair and make-up, beautiful wedding gown and a confident bride. That makes it so much easier to shoot - it is ironic that it is easier to shoot a high-end wedding than a middle-market wedding. Everything is then self-perpetuating, you get better images and that makes you more confident, which in turn attracts better clients and so on. The bottom line is, when you shoot 'for yourself' you will eventually be at the top of your game.

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1st Published 01/04/2012
last update 09/12/2022 14:58:53

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