February 24, 2020
A couple months ago, the Focal team decided to tag along to an engagement shoot with one of our photographers - Marlboro. With permission of J+J (the couple) we were planning to do a little behind the scenes video. So we headed down to Beacon Hill Park in Victoria BC for the shoot! We met up with J+J and Marlboro proceeded to get setup at the first location - a beautiful field of tall grass.
Now I just want to preface by talking a bit about the type of photographer Marlboro is:
The reason I mention this is because when we were shooting with J + J, we happened to be right next to another very prominent Victoria photographer who was shooting their own engagement. We were all startled when the photographer suddenly started laughing out loud! Something this photographer does when she’s shooting is she suddenly just starts laughing like crazy behind the camera. It’s awesome because it gets the clients laughing like crazy too and allows her to capture a really raw and genuine moment. Yet when J + J looked over and saw what was happening they said “please don’t do that to us”!
What I’m trying to illustrate here is that clients often have no idea what sort of experience they’re gonna get when they book a photographer and it isn’t until the shoot that they find out if it’s a good fit for them! With J + J, we just got lucky that they were happy with Marlboro’s style - they very easily could have been envious of the other couple laughing!
This is why at Focal we put a huge focus on making good matches between customers and photographers. We want to take the guessing game out of booking a photographer so that customers have a great experience. After all, great experiences = great photos. If clients are looking for a very energetic, fun photoshoot with a natural flow then they should know which photographers are going to do things like laughing behind the camera. If clients want to be movie stars in their photoshoot and get grand, spectacularly crafted photos, then maybe they should shoot with someone who brings soft boxes with them wherever they go!
But the only way clients can know if you’re a good match for them is if you convey your unique value as a photographer and give them an idea of the type of experience you provide.
You can’t be the perfect photographer for everyone. That’s just a fact. So instead, focus on what makes you special and convey that to customers. Doing so will result in more dream clients and less missed expectations on shoot day!
Here are Focal’s 4 steps to help you discover your unique value as photographer:
Going through your reviews is not only a nice reminder of all the happiness you’ve delivered, but it can also help you understand what customers appreciated the most about you. This is what you should focus on as your unique value! It may be tempting to skip these steps and simply state what YOU think is most special about your photography - don’t. You may see yourself as the photographer who’s great at being the fly on the wall and capturing genuine moments. But if your reviews all rave about how great you were at directing and making everyone feel comfortable in front of the camera - focus on that.
Ask your fellow photographers what they think is special about you. I remember another Focal photographer raving about having 2nd shot with Marlboro and they were super jealous at his ability to shoot in extremely difficult lighting conditions. Ask a couple peers and see if there are one or two things that keep coming up about you.
Talking with your customers is going to be the richest way to understand what makes you special as photographer because they are the people that have experienced it first hand. Ask open ended questions such as: What did you love most about having me as your photographer? What were you surprised about in our session? Listen to their answers and you’ll be able to tell immediately what it is that impacted them. Certain things will stand out because it will make the customer and you emotional when you hear it. Maybe it’s that you made them feel confident, that seeing you in action made all the chaos of the wedding fade away or staying late to capture those last few moments even after the hours of coverage were up. Look for patterns in the answers and stories from your customers and you’ll start to discover that certain qualities stick out. It’s these profoundly meaningful moments that are at the core of your unique value as a photographer. It’s what sets you apart from the crowd and what customers will always remember about you.
Begin by gathering up all the feedback you’ve received about yourself and start listing all the unique qualities that others have identified about you. A great way to do it is in this format: I [ACTION] so that you [FEELING] and [BENEFIT]. For example: I shoot [with big soft box flashes] so that you [feel like a movie star in your photoshoot] and [get beautifully lit photos no matter if it’s too dark or bright sunlight!] or When I’m shooting [I like to start laughing behind the camera] so that you [can’t help but laugh too] and [I can capture a genuine and authentic experience between you and your partner!]
Now that you’ve determined what makes you unique and special as a photographer you can begin showcasing it and finding more dream clients!
Your unique value statements are great for instagram posts, on your website or on your Focal portfolio! Consider using a couple unique value statements in your packages so customers have an understanding of the experience they’re buying instead of just how many photos!