Choosing a product photographer
A good part of the world believes that photography is just photography and anyone can do it. And, to a certain extent, they are right. Modern photography is just a push of a button…or is it?
We collectively marvel at the frozen moments captured by wedding, sports and wildlife photographers. And if photography were that simple, wouldn’t we be bored by the plethora of “stunning” moments that everyone would be producing? I realize this is a rhetorical question, but it’s illustrative nonetheless. Some people simply have the skill, the talent and the perseverance to capture these moments and the experience to profitably share them with the rest of us; Now that’s professionalism.
At this point I would like to introduce another twist. Everything I described in the previous paragraph is about capturing a moment. But if we really think about it, product photography is about creating a moment, a subtle but important difference. In many ways, it totally contradicts the business of photography and most wedding, portrait and sports photographers are incapable of doing it. So how do we go about choosing a good product photographer?
Here are some attributes that I find in all good product photographers:
Understands standard business practices – Write clear and concise proposals; understand billing and payment terms; and clearly defines the rights of the work produced in standard terms.
Honest about capabilities – Fashion, food, glass, jewelry, large objects, small objects, etc. They are all kinds of product photography. I know a photographer who shoots nothing but sailboats! My point here is that you can’t be an expert on every one of them.
Creative mind – When you hang up the phone with the photographer, are you beaming with enthusiasm or do you feel like you got a headache?
Partner or Provider? -Does the photographer want to work with you to help you develop a successful campaign or is he just another client?
clear communicator – Do you know what to expect or are you always trying to catch him on something?
That’s a pretty short list and for the most part it’s not very specific, but the subjective answers to those questions should give you clear direction on who to start working with. Clearly, you’ll want to evaluate any provider you choose on those attributes in the future as well.
Some of you may be asking about my lack of portfolio feedback, so let’s take a look at that. I know of photographers who have hired other photographers to create a portfolio for them! While I think this is a very rare occurrence, let’s consider the less extreme. The photography industry has an overabundance of “how-to” books, tutorials, and workshops that a portfolio can never tell you about the creativity of the person you’re considering. Use the portfolio to qualify a person to get on the interview list, and then try to qualify your prospects based on the qualities listed above.
Once you’ve settled on a prospect, give them a little work and see how they work to minimize your risk. Put a great deal of consideration on your part into the scheduling process. After all, if you constantly change the requirements, chances are the project won’t be completed according to the original schedule. But if the photographer says this iteration will be done by the close of business tomorrow and you still haven’t heard from them three days later, that’s probably not someone you want to do business with in the future.
In conclusion, a good product photographer is a very valuable asset to your business. Once you find the right person, that part of your business can run smoothly with very little attention on your part, leaving you free to focus on other problem areas. And that’s something worth spending the extra time and resources on in the beginning. Because in the end, nothing sells without compelling photography!
