Photographer James Hodgins of Sudbury, Ontario has come up with a creative visual solution for a perennial marketing challenge: Convincing clients who think they can shoot their own photography that they will get better results if they hire a professional photographer.
“People are visual. When you start talking lights, they tune you out,” Hodgins says. One day it dawned on him to invite a client to tag along on a shoot with her own camera. “I said, ‘You take the picture you would have taken, and then I’ll take mine the way I would.”
And that’s how his Crappy vs. Snappy showcase was born. He dedicates a page on his Web site to side-by-side comparisons of his pictures and clients’ pictures, mostly of mining and industrial subjects. On a regular basis, Hodgins features Crappy vs. Snappy updates on his blog.
Hodgins says it is one of his most effective sales tools. “It’s all about educating the client. They get it.”
He has adapted the technique for all types of clients. When shooting business portraits, for instance, he’ll stand his subjects against a wall, and photograph them with a camera-mounted flash before photographing them in a studio setting with professional lighting. It makes a lasting impression on the subject, and Hodgins uses the before-and-after pictures to sell other clients on the difference.
“If every photographer did that, a lot more clients would understand the difference between picture by a professional and the average Joe,” Hodgins says.
(Sponsored by Workbook) The Launch of the new Workbook.com Combines the Best User Experience and Access to the Best Talent. As the creative industry has rapidly evolved over the past several years, Workbook and its contributors have continued to keep pace with the latest trends. More photographers now direct live action, illustrators increasingly explore animation,... More ›
California-based Brooks Institute and Massachusetts-based Hallmark Institute of Photography have cancelled classes for the fall and announced plans to close down. The two schools, both private for-profit visual arts colleges, have struggled over the past decade with declining enrollments, financial stress, and management shake-ups. Administrators are also blaming new regulations regarding for-profit schools. “[R]ecent changes... More ›
When we were researching our story “What Lawyers See When They Look at Editorial Photography Contracts,” which appeared in the June issue of PDN, we asked photographers to tell us about editorial contracts they feel are unfair to photographers. We received a copy of a Condé Nast contract sent to a photographer in 2013 as... More ›