Hello! My name is Biff Ulm. Welcome to Photography Confessions. This site is about honest, candid discussions of what it means to be a professional photographer. It isn't a site filled with buzzwords, magic bullets, or super sized egos.
2010 marks my fourteenth year as a wedding photographer. While I consider myself a decent photographer, this wasn't always the case. Photography has been a journey. It has been a journey filled with risk and failure along side many successes. I am humbled by the talent and dedication of so many creative individuals I call friends. I continue learn everyday by pushing myself and craft to do better.
I invite you to join me by reading my thoughts and ramblings. I challenge you to abandon your preconceived ideas about what it means to be a typical photographer. My continual goal is to be a better person and photographer.
*Feel free to visit my personal portfolio at VADA Photography.
I have officially move the conversation over to Facebook. I have always felt a little weird about a blog that revolved more around my random thoughts than a conversation. While the comments area lends itself for some dialog, I feel the new Facebook groups feature is a much better fit to share and synergize ideas.
If you are looking for an intimate group of like minded photographers that understand creativity is more than pushing a button. Check us out HERE!
Biff Ulm – VADA Photography
My kegs are soaking full of cleaner as I type!
I always hope for things to slow down this time of year to catch my breath and let the creative batteries charge. This winter things have been crazy busy. I haven’t had a day to myself for sometime. I decided today would be that day.
I truly enjoy creating. I find myself involved in hobbies that require working with my hands, experimenting, often failing, always learning, and reaching for a specific goal. Recently, I have taken up the hobby of home brewing. It reminds me of my early darkroom days. Like photography, there is a vocabulary and good deal of science involved. Never in my life would I have imagined myself reading a 300 page book on the biology of yeast. Strip all of the science away, the best beers are made by individuals with experience and creativity. Knowing exactly how beer should look, smell, and feel cannot be taught in a book. It must be experienced. Knowing how to adjust the beer during the brewing process when it isn’t doing what it should is what separates the pro from the hobbyist.
A lot of similarities could be said about photography. Yes, a technical foundation is important; but if you cannot feel the moment in the image or the creator’s vision, what is all that technical knowledge worth?
Happy brewing!
Biff Ulm – VADA Photography
February 2, 2011 - 2:52 pm - Biff, seriously -- we need to get together; not only are you an awesome photographer, but you are a homebrewer as well?? I've got 4 home-brew taps in my meeting space, not to mention 2 fridges dedicated to nothing but delicious, delicious beer.... Next time you are in the Minneapolis area, fire me off an email...
February 2, 2011 - 3:27 pm - Definitely Joe! I just spent the last hour modifying my fridge so my CO2 is outside the cooling box to fit one more corny and control my pressure better.
I receive a fair number of unique questions from photographers via email. It is humbling to be asked some of the question I receive. At my core, I am a photographer just like everyone else working to create stronger images and provide the best client experience I can. I always reply with an honest answer. If I don’t know the answer, I try my best to point the sender in the right direction.
There is a lot of thought that goes in to the messages I receive. The same is true with my answers. I dawned on me the other day many of these questions are questions we all struggle with at some time. The conversation they provide is a valuable one. So, be warned. If you send me a unique question via email, there is a strong chance I will answer it here. (I will edit the details to protect the privacy of the sender and make it as anonymous as possible.)
So, here it goes. I recently received the following question:
My wife has a job opportunity about three hours from the metro area where we currently live. Obviously, if she took the job we would need to relocate. The city we are moving to is considerably smaller. The position she would be taking would require her to really be a part of that community. I’m not opposed to the moving but since the majority of my wedding business is in the city we currently live, and I like to meet with couples before booking & during the process (not to mention engagement sessions and the like,) I’m just wondering how you handle these things since I know a large percentage of your business you travel for. I’m guessing Skype would be my friend since traveling six hours round-trip for a potential client meeting is fairly unrealistic, but I’m worried it would take the “me-ness” out of my process. I worry if I lose that will I lose the clients? Since I do quite a few out-of-state weddings, I’m familiar with the ideas behind working with couples remotely but maybe my main concern is that I really LOVE meeting with and getting to know my clients. This seems like it would rob one of my favorite aspects of being a wedding photographer.
Anyway. Sorry, at this point I’m rambling but I’d love to hear your thoughts on your experience.
I can fully relate to your question! I am a firm believer that there is a perfect photographer for each couple. A large percentage of that is based on personality. Anyone that frequents photography forums, hears over and over photographers moaning about they met with a couple that didn’t book them. My answer is “GOOD!” Photography is a two way street. Your awareness of this puts you way ahead of the game.
One cannot underestimate the power of referrals. I live in a very small town (population 1,500.) I am lucky that where I live is a very popular location for destination weddings. It was the couples that traveled to where I live to get married that jump started my destination photography. It sounds like you have a very strong fan base that loves your work. You are in great shape. They should be by far your number one source of new work. When I first started out as a photographer, I built my business on one simple premise – create killer photography and even stronger customer service. It is a good way to live life. It is my continual mission for my business.
Meeting and talking with couples about their wedding is always fun. It is something I truly enjoy. I am guessing your personality comes through well before the first meeting through your images and communications. If you want to focus on destination weddings, my belief is these areas need to be amplified.
Does your website and every bit of communication reflect you completely to your core?
There are a lot of couples that hire me after a couple emails without ever talking on the phone or meeting. If in the very first email a couple gushes about the personality of your imagery, chances are they are an excellent fit. Before we go too far, I don’t recommend this for every couple nor every photographer! If any red flags go up, put on the breaks. Follow-up with a short list of questions about their wedding and photography. Ask for a time to chat on the phone or Skype.
Don’t underestimate small towns and surrounding communities. If you move, serving the couples you have booked will require travel. Coordinating engagement sessions, meeting times, etc. around weekends you will already be in town helps a ton manage travel. As you move forward don’t underestimate the sophistication of small town weddings. Wonderful people wanting creative photography happens everywhere.
I cringe when I hear photographers say you need to develop your style and then go into some obscure conversation usually revolving around how their images and style are so awesome. Developing a style where your images are easily recognized as your own is a difficult task that is constantly evolving. It takes time, practice, failure, persistence, experience and hard work. That said, the more one can do to show consistent work that you enjoy creating and embraces your personality the better.
I possibly take a little different approach to destination weddings. I personally would have no issue photographing all my weddings locally. My biggest concern is finding couples that enjoy my work as much as I do creating it. Where they live is secondary. No matter where one photographs one needs to ask, “What about my work and personality would make someone hire me over other photographers?” With destination photography we have to throw one more variable in the mix. “Why would someone pay to have you travel to their wedding?” From my experience, the more you can differentiate yourself the easier that answer becomes.
These are easy concepts to grasp, but much harder to put into practice. My best advice though is to celebrate what makes you and your photography you. Show images that say “This is me!” Don’t be afraid of different or edgy if it is true to who you are. Use honest open verbiage in all your client materials. I firmly believe success will find you if you do these things.
Do you have filters that will turn away couples that are a bad fit?
With the fear of sounding like that person who goes on and on about their own work instead of focusing on providing meaningful information, the image above was one of the scariest images I ever shared on my blog. It wasn’t exactly your normal engagement image. It was an image I really enjoyed, but I was afraid others would hate it. In the end, some people did truly hate it. Those who loved it were my couples. (It was even knocked off a couple of times by other photographers. One knock off appeared in an ad in numerous photography trade magazines.) I booked a number of weddings from this single image that opened up possibilities for me to take more risks.
Biff Ulm – VADA Photography
January 18, 2011 - 8:17 am - fantastic post Biff! :)
Recently, I was sat down with an incredibly talented, up and coming photographer to review his wedding portfolio. With only two years under his belt, I could immediately tell this photographer has the passion and talent to go far. We spoke at length about the process of creating images. I am so thankful for that time together. For those that don’t create for a living, this may sound a bit like drudgery. For those that understand that creating isn’t a choice but a basic life requirement like sleep and water, it is nice to find a kindred soul. I was reminded why I got into photography.
On my way home, I thought a lot about the creative process and my own visual journey. Like many photographers I started out trying to recreate an image I had seen before. For some, that may be a perfectly executed landscape they saw hanging in a gallery or capturing that perfect image one viewed in a magazine that told the story better than any words could. I remembered spending vast amounts of time and energy soaking up every bit of knowledge and experience I could with hopes of creating a better technical image. I recalled the desire to reach a level of photographic confidence so I could create in any situation.
The technical only take us so far. I remember clearly the day I felt like I could truly create in just about any situation a wedding could throw at me. The sun, clouds, wind, snow, dimly lit basements, dark reception venues, late brides, crazy mothers would not stand in my way. Yet, I felt like I was still standing against a large brick wall. There was something inside holding me back. There was a creative force that wanted to be unleashed.
Truly creative images and those that tell the story the loudest rarely come from a safe place!
I often see photographers being held back by what if moments. When I was working on developing my own style, (I still am by the way!) I recall coming home from weddings wondering what if I would have taken this shot or shot in a slightly different way. At the time, fear of a couple saying no to my idea or fearing they wouldn’t like my work stood in the way. I didn’t take long for me to realize I needed to conquer those fears and open my mind to every image possibility I was presented. Does this mean I will take every image one could imagine at every wedding? NEVER! My vision continues to grow and broaden. What ifs will still rear their ugly head on occasion. But, I made a pack with myself that I will shoot without regret and with a continual curiosity at every event or session from that day forward.
So how does one recognize a what if moment? It is easy! I have them at every wedding. The image below is the result of not ignoring them.
I photographed the above image at a wedding three weeks ago. It was a cold, crisp day on the edge of the North Dakota plain. I had a good hour and half with the couple after the ceremony and reception. I had scouted a super fun museum where everyone would stay warm and provided tons of opportunity to create. As we walked out the museum, the sun had set but there was a dim glow where the sky still held a deep shade of blue. I spotted in the distance a super cool wall that served to hide a set of railroad tracks from view. The practical voice in my head said, the light is too low. I had a nagging voice though that went deeper saying, there is an image over there. Where it was at that exact moment, I wasn’t sure, but I knew it would present itself. The light was growing fainter.
I asked the couple, “Are you up for something a little crazy?”
ISO 1600 at f2.8 mixed with a set of headlights from my car in the freezing night the above image was made. I am glad I listed to the small voice whispering what if …….
January 14, 2011 - 8:09 am - What an INSPIRING post! I don't even really have the words to express how satisfied and energized these words leave me. And the image is absolutely beautiful. Thank you!
January 14, 2011 - 8:36 am - My clients LOVE when I ask, "Are you up for something a little crazy?" I haven't had one say no yet. :) Great job following your instincts!
January 14, 2011 - 8:38 am - Love it Jen! You maybe haven't asked an extreme enough example of something crazy yet :) Most couples are always game. I have had one or two ideas shot down. At least I asked, sometimes that is all you can do!
January 14, 2011 - 10:05 am - Great post with an AWESOME message! I love trying crazy things and also have rarely had someone say no... Thanks for sharing!
I am feeling a little bit cantankerous today!
I rarely get sick. In my fifteen years of professional photography, I haven’t missed one shoot due to illness. (Knocking on the largest piece of wood I can find.) The New Year welcomed me in with a nasty little bug. Today is the first day I feel somewhat human. I am playing Mr. Mom to our two oldest who were not spared by the plague. Feeling a major dose of cabin fever and itching to dig into projects that are awaiting me but cannot, I am taking the opportunity to write here.
Over the last couple months, I have engaged in numerous discussions online and in person with other photographers about photographers undercutting the industry by charging rates that are below the actual cost full-time professionals can create for. This is a continuing conversation that pops up time and again, year after year. As of late, I have seen it cause heated debates at a fever never before.
My simple answer is, WHO CARES!!!
Seriously, we can work to educate photographers all we want, but to quote one of my favorite Bob Mould songs, “If I can’t change your mind, no one can.” We are in a free market. What another photographer does is their business. I am willing to offer advice based on my own experiences, but we each walk our own path.
When I first opened my studio doors, I remember vividly worrying about new studios that may take business away. It was foolish! The simple fact is the vast majority of photographers that enter the industry this year will not be in business next year. (I am talking over 90 percent.) I am not wishing failure! There are a LOT simpler career paths than photography. A good photographer requires a strong work ethic, creative vision, communication skills, personality, and business know how. For those that cannot imagine any other career path, the journey is so worth it.
Lesson: Spend the time you would worrying about other studios on your own business and how you can make your images and client experience better.
We all have to start somewhere. Most of us accepted our first paid gig while holding down a full-time job. It is not uncommon for photographers to have a part-time job the first year of transitioning into a full-time studio. It is often unrealistic for a person who has never photographed a wedding to demand what it requires to make a full-time living.
Where I will take a stance is photographers who are faking it! This goes for any level of photographer. We have all visited a fellow photographers website where their main image gallery looks interesting. Excited to see more work, we meander to their blog or complete wedding. Wondering if we clicked the wrong link, the images look like they were taken by a different photographer. (In some cases, they may have been.) What happened?
The importance here is not the exact skill level. Yes, I believe one needs to be able to create well exposed, sharp images in a variety of situations before even considering charging a dime. At the same time, I believe there is the perfect photographer for each couple. Photography is subjective.
What is important is can we consistently deliver at ANY shoot the images we show in our sample albums, on our website, or any promotional piece we give to our couples. When photographers cannot deliver on couples expectations, that is where our industry fails.
I want to leave you with a story. It is one I have told many times during different presentations. It had a profound effect on my career early on. Unfortunately, it is one that has repeated itself in different forms numerous times since.
Early in my career, I photographed a beautiful intimate wedding. Everything went simply perfect. A few weeks after delivering the couple their previews, I met with the bride for her album design session. (This was in the day of film. If I recall correctly, there was even some 120mm Vericolor involved.) The bride’s sister came with her. I knew from the bride’s wedding that her sister was married a few weeks after her, and they both we very involved in helping each other plan. We went through all the images, making notes, and arranging every detail. After we we done there was a silence. The bride’s sister burst into tears with a box of images in hand. The photographer she had hired shot everything at 15th of a second or slower – a box full of blurry images.
I was sick. I don’t remember a lot of the details that followed. I know I tried to comfort her and talk through some ideas. The one thing that stuck with me though is the sister said to me, “You made everything so easy on my sister’s wedding. I didn’t think it mattered that much who photographed my wedding.”
Had I failed? Did I communicate the best I could have? One thing was for sure, I was a changed photographer.
Biff Ulm – VADA Photography
January 6, 2011 - 3:30 pm - Great post, Biff. As an aspiring amateur photographer, I've already encountered countless facets of what it takes to make money off my work. The list is long and market is ever changing. A few months ago, my fiance and I went to an old photography friend for our engagement photos. We knew him from 20 years ago when he did our H.S. grads and asked him how his photography business was going. "Not well" he said. Digital has really eaten up the amount of business and his physical wellness prevented him from doing location shoots. He kept up with the film to digital transition. Had all the pro grade equipment. Posessed great sense of humor so the chemistry with his clients were awesome. But there was something missing. His health may have had something to do with it, but I think his post style may have contributed. My whole point is: photography is an EXTREMELY dynamic field. It takes a whole lot of heart, soul, persistence, money, creativity, charisma, and luck to play this sport. You really have to self analyze and do it often in order to stay in the game. There has to be a hunger. I feel true to that and willing to accept its consequences if I don't. If I take my eyes of the ball for just a short second once I commit to the craft, it's awful hard to stay competitive. As an amateur, I already know this. Photography isn't just about taking a photography anymore. You have to do it all from promoting, publishing, blogging, post editing, learn business practices, communicate well, posess creativity with changing times, on and on... Like you said - worry about what you can control. There's plenty on everyone's own plate if you're going to stay in the game.
I will admit I am a little scared of this post for a number of reasons!
This week I have been preparing my presentation for NLPPA’s annual convention. I have been pouring through thousands of images I have created this last year and attempting to seek an honest answer to the question’ “What makes a photographer successful?” It has resulted in many more questions than answers, but the journey has been enlightening. We all need to do some inner soul searching at times and ask those tough questions of ourselves.
As I was going through my image files, I came across an image I had tucked away deep in my library. This is the first time it has seen the light of day to anyone’s eyes beyond my own. It is not a great photograph. I am honestly not sure why I took it. By my very nature, I don’t consider myself an ambulance chaser. I held onto it though as an important reminder about what it means to be a professional photographer.
Anyone that has photographed a number of weddings most likely has run into those professionals that were not so professional. Whether it was a DJ that only played their favorite songs from hair bands from the 80’s, a wedding planner that thought it was their own personal wedding day and acted out the role of bridezilla perfectly, or a videographer that purposely steps in front of your camera at every turn, we all have our own war stories. My fear is there are too MANY photographers that do equally as bad if not worse acts than all those questionable moments I have seen from other not so professional professionals over the years.
To set the scene of the above image, I knew immediately when I introduced myself I wasn’t working with team players. They had an agenda (formula of shooting) and no one was getting in their way (including the couple) that day. I had a wonderful couple’s story to tell myself and wasn’t going to play anyone’s reindeer games. Immediately after the ceremony, I lost sight of the video crew. Guests enjoyed a short cocktail hour on the deck before making their way into the reception hall. Right before the toasts, what should I see from inside the hall? Ten feet from a window overlooking a beautiful landscape, a videographer with his eyes closed basking in a ray of light with an empty beer on a beautiful fall day in plain sight of every guest. To the luck of the bride and groom, most of their guests were enjoying each others company to notice the napping guest.
What makes a true professional? Everything! How do clients view everything you do? Are you committed to what you do? Do you enjoy photography? It is not wrong if you don’t have passion every moment of everyday day to create. Being a photographer is filled with highs and lows. However, if you feel like you would rather be doing something else most days than not, search for a new path. Life is too sort for mediocrity.
P.S. – The image above was not taken with a reverse tilt-shift lens, but a generous amount of Gaussian blur was applied to protect the identity of the not so innocent portrayed in this image.
Biff Ulm – VADA Photography
April 8, 2010 - 11:36 am - I LOVE THIS POST!! And, I love that picture! haha - I totally agree with this post. After one wedding this past summer that we shot, we have been actively referring vendors that we prefer to work with. That way we have a team effort of professionals when they get hired. Thanks for starting this blog. It is great.
April 8, 2010 - 12:27 pm - Amen to that! Unfortunately because of high unemployment and under employment the wedding industry is becoming watered down and particular professions are being tarnished by the inexperienced (fill in the blank) The best we can do is to continue to educate not only our clients but other professionals - we owe it to them. Whether they chose to learn is another matter. Thanks Biff -
April 8, 2010 - 2:59 pm - Biff, Couldn't agree more. Im anxious on the way to the next locations feel as if I should be shooting something now, while I'm driving. I can't imagine knocking off while there are thousands of creative possibilities 10 feet away that should be being explored. Our is for sure a profession only for the passionate. Someone's wedding day is way too important to treat it cavalierly or just as a job. Great post as per usual. Hope all is well.
I am back in the studio after a number of days in Vegas attending my sixth WPPI convention. I have hundreds of thoughts and inspirations I am trying to get my head around. They will be the topics of many discusions here in the weeks to come I am sure.
My favorite part of WPPI or really any convention are those conversations had away from the lecture halls or floor of the trade show. (Actually, I had a great conversation with a talented photographer and friend on the floor of the trade show right before I said good bye to WPPI.) I love those discussions that challenge us to reevaluate why and how we create. I am thankful for those who understand the true rewards and struggles of being a creative individual. Most of all, I feel blessed by those who share their passion and allow me see how beautiful they are.
While I have left WPPI behind for another year, I don’t want to leave to spirit of what brought me closer to so many wonderful people behind. My goals leaving Vegas are many, but perhaps none so important as creating meaning in life. For those leaving LasVegas (or those who did not make it), I challenge you (and myself) to make sharing and pushing each other creatively more than an event that occurs four days a year. I truly believe that together we are stronger and can reach further for our dreams.
Biff – VADA Photography
March 14, 2010 - 11:15 am - It was great meeting you Biff! Great post.
WARNING: This is a monster of a video!
I got a little long-winded about lighting, and ended up recording for twenty-four minutes. Sorry! So, if you are avoiding your own editing, and want to see a little deeper conversation into my editing thought process, press play to begin. I do think this will be my last before and after video for a spell. I think another one would become repetitive, and I would like to keep the diversity of the subject matter rolling along on this blog. While I have really only scratched the surface of the specifics of how my complete image creation process, I do believe there are some things best learned by doing and hands-on demonstration. This is especially true when discussing topics like scouting locations for the best angles, using light, and capturing emotion. (Do I hear details about a workshop on the horizon?)
If you have followed this blog from day one, hopefully you know I don’t believe in holding anything back. I don’t believe there are secrets in being a successful photographer. Those who make it over the long haul work hard and have persistence. If you do have any specific questions or content you would like addressed, please feel free to drop me a line. I truly appreciate your feedback. Otherwise, I will keep rambling away, which I am pretty good at too!
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A couple before and afters:
The left image above is the RAW imported directly into Lightroom. The right image is after we made out Lightroom adjustments.
The left image above is our before and after in Photoshop.
Happy editing!
Biff Ulm – VADA Photography
February 21, 2010 - 10:01 am - Another awesome video Biff. Sometimes as a wedding videographer I get jealous of you photographers because in my mind I think your job is done after the reception and mine is just beginning as it's on to many many hours of editing. For some maybe that is the case but for you it is clearly not. These videos really illustrate your craft and it is clear that your skills as a photographer are sharpened by each edit because it focuses your attention in a way that informs you on your next shoot. I've been shooting video primarily on Canon DSLRs for about a year (5D Mark II) and have tinkered with photography as a hobby on the side. I so appreciate these videos as well as your blog because it really drives home the importance of intentionality which I think is lost in our modern world because of the amazing technology we have. It is all too easy to shoot 2000 images and know that by the law of numbers you will get some good shots. These videos illustrate what sets you apart.
Here is my first before and after video illustrating my work-flow that I promised a couple posts back. I apologize for tripping over my tong a number of times during the recording. This was definitely a new experience for me and one I found a bit challenging. I do much better live in front of real people. If you have fifteen and a half minutes to spare, check it out:
The before and afters:
I am very interested to hear what you think good or bad about this video and if it helps at all. I cannot stress enough that my style is only one approach to photography and editing. By no means do I know everything about Photoshop and Lightroom. My hope is this video sparks ideas and creates a conversation that helps us all.
Biff Ulm – VADA Photography
February 13, 2010 - 7:31 pm - Biff, Thanks a lot for taking the time and putting in the effort to share this video with us. I enjoy watching other photographer's work and seeing their workflows. Since you asked for feedback, I thought I would share mine with you. I've only been working on Photoshop for about 8 months, and not full time either, so please keep that in mind as you read my comments. From a production standpoint, I thought it was very good! It looked good and sounded good. Easily to the level of other training videos I've seen, even the ones I pay for. Good job. Your explanations of why you were making adjustments & how you went about them were easy to follow and made sense to me. The one area I'd make for improvement, and here's where my inexperience with photoshop comes in, I had a hard time following what you were doing to make different actions and layer's appear. I know that the keyboard shortcut for levels is command L, but I wasn't sure if that was what you were pressing or if you had something else that you were doing. The same with some of the other items, the dodging & burning, the totally rad action you used… I guess a little more explanation about how you were interacting with Photoshop would be appreciated. Again, it was a very well done video with your thought process clearly stated and easy to follow. Thanks!
February 15, 2010 - 8:39 am - Biff, what a great video. I really enjoyed watching your process. It's always interesting to me to see how someone else works when they are really good at what they do. Thanks.
February 15, 2010 - 9:42 am - Awesome video Biff! Makes me realize I have a LOT to learn :p
February 15, 2010 - 11:06 am - Thanks Biff - So nice of you to share your amazing knowledge. Interesting to see how you do things. Great job on the video. I like how it is casual - like you are sitting here showing me in person.
February 15, 2010 - 12:16 pm - Very nice, very nice. I agree with Mandi. I like the casual tone of the video. It puts the listener at ease. I think that the overall technique is very attainable for most–even beginner–with a little studying up on tools, actions etc. Would you consider this proof stage, final art stage, or where exactly...? It must be beyond proof, as doing that with 1,000 images would be super time intensive. Thanks again for all you do!
February 15, 2010 - 4:58 pm - Biff thank you so much for taking your time and doing this. So helpful and really illustrates what a class act you are that you are willing to share your expertise. On a funny note I think it might be a good idea to do a series of these videos for your couples so they understand the amount of time and attention to detail that goes in to just one image. Your artistry goes far beyond when the shutter closes.
February 17, 2010 - 4:10 pm - wow biff! i have been following your images for quite sometime. this workflow is wonderful to watch! i love seeing the similarities and differences compared to what i do. i think you did really great with your teaching and i really hope you do more of these!
September 6, 2010 - 9:29 am - Hi Biff. I really got a lot out of this presentation. It's great seeing others' workflows and I especially liked yours. The thing that stands out for me is how you assessed the orginial image and explained what can be done to turn a good image to something phenomenal. One thing I did get lost on was your layering. I wish I could keep up on knowing the main purpose of each layer you created. I'm fairly new to Photoshop, please pardon my inexperience.
Last week, I had one of the coolest experiences ever. I was participating in a local bridal show when a young lady with a great smile and obvious personal style approached my booth. “I need to introduce myself to you,” she exclaimed! “You weren’t available for my wedding; however, I love your work and refer you to all my friends.” I was deeply touched. We went on to further discuss her wedding and the photographer she hired.
Chances are your number one source of new clients are referrals. More specifically, your number one source should be coming from past families and couples. When a couple chooses to hire you, hopefully they are already your number one fan. Work hard, deliver the photography you are known for, provide excellent service and you will be rewarded with many inquiries. The purpose of this conversation though is to go beyond the obvious and dig deeper into getting your work in front of others.
Before we get too far ahead of ourselves, I personally believe not all couples will be a perfect fit for your photography. If you spend enough time on any photography forum, you will hear a photographer bumming out because they met with someone, and they didn’t hire them. This is good! You want to create for couples that enjoy your work as much as you do creating it. These are people you will be spending an immense amount of time creating for. You want to click. If you have an occasional couple that has a negative reaction to your work, this is ok too. It means you have a style. If it happens all the time, you may need to define or refine your style.
The key to any referral is being an honest, open communicator. It is not about unethical sales tactics or trickery. It is simply about showing as many people your work and leaving the door open for communication at ANY time. This is my marketing strategy in a nutshell.
Let’s take a look at a couple of real-world scenarios. I receive an email inquiry for a wedding. A phone number or request to call is not left. I am available for the date and send out an email with my availability and basic price range information. I also pass along any detailed information I can provide about the couple’s venue and offer an invitation to meet to discuss their wedding plans and see my work in person. A few days go by, and I don’t hear anything further. I send a friendly “checking-in” email making sure all the information I sent reached them. This time, I do get a response that says,”We love your work. Unfortunately, you are not in our price range.”
This is where communications end too many of times. The simple fact is we really don’t know why the couple isn’t interested in my photography. I could be they truly don’t care for my work and are just being nice. I send one more communication though. I very much understand budgets. When my wife and I got married, we were young and didn’t have the budget to hire every professional we wanted. (I don’t say this in my response!) I do though offer to pass along a recommendation to a photographer that fits their style and budget. I will too. I have no problem referring to talented shooters even if I am available on a day if I am not the perfect fit for a couple. Not every couple will respond to this offer. That is ok! Some will. I promise this communication though will open up doors that will pay dividends.
Scenario number two: I receive a call for a wedding. The couple has seen my work. They are very eager to meet; however, I am already booked. I let them know, but continue talking and asking questions anyway. Where is your wedding at? Do you have a style of photography you enjoy most? What type of budget do you have planned for photography? My goal is simple. I never want to say no to anyone. This is a valuable rule I learned in my previous career as a retail. I really want to help the bride that is calling and provide her with an excellent experience even though I am unavailable for her date. Like the young lady at the bridal show, she may become an even bigger fan.
By now you are probably thinking, I have another motivation too. I do! I want to pass along as many good leads to my photographer friends, too. While it is not my sole motivator or end goal, my hope is they will return the favor at some point down the road. I will talk up any of my friends to future brides! Photographers are my number two source of referrals. If you are staring a studio, this may be your number one source. Just like when you communicate with brides and grooms, this only works if you are genuine about your intentions and you want to create true relationships with other people. Imagine the potential of combining forces with like minded people who put forth the same energy and commitment to the couples they create for. Imagine all the possible friendships too.
Who you refer is important though! I have found having a small, quality group of photographers is better than playing the numbers game. The same is true when giving referrals. I never pass along more than three names (often two). Who you refer directly reflects on you! NEVER refer anyone you don’t want to. My personal approach is to refer a photographer that is as close to me in experience, customer service, and price. If cost is the main factor, I will pass along names of up and coming talent.
We will discuss networking with other professionals at a later date.
Happy referring!
Biff Ulm – VADA Photography
February 10, 2010 - 10:34 am - This post is fabulous! It is so important to be keep lines of communication open - too many people give up after a rejection. Help your prospect solve their problem, it will only serve you well in the end :)
February 10, 2010 - 10:59 am - Great post Biff! Looking past the photography part of it there are just some good life lessons in there as well :)
February 10, 2010 - 11:42 am - Great post!
February 10, 2010 - 3:09 pm - You brought up some great points in areas that some photographers can generally overlook as opportunities!! Thanks for putting it on the table and telling it like it is! These are some great things to think about!
February 10, 2010 - 3:17 pm - Nicely laid out Biff. This is a great blog you have put together and I like the approach you have taken!
March 3, 2010 - 2:00 pm - You are the best at giving referrals & it's because you take the time! Thanks for this post, Biff!
May 20, 2010 - 8:59 pm - I just found this blog today and I think it's great. Thanks for the posts and I look forward to more of them.
March 3, 2011 - 2:02 pm - Great viewpoint, Biff.
March 4, 2011 - 1:27 pm - FABULOUS post Biff! :)
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