Educating your clients about commercial photography

Hey everyone!

My goal is to illustrate and design an infograph in regards to commercial photography. There are many of us who live in smaller cities/towns where our potential clients don't necessarily understand the process of commercial photography and licensing.

I can use google but I figured a lot of you here are quite clever/smart when it comes to writing things down that the average joe can understand. With the answers provided, we can all then copy and edit the questions/answers to suit our needs and to post them on our websites to help educate our potential clients. As I get more information, I'll then create something visual that we can all use. A plus to this is, when other competing photographers see this on your site, they'll be more inclined to apply this knowledge to the way they do business, too, thus instilling a local standard.

Feel free to add in your own questions and answers as the discussion unfolds. Here's a list of questions I have that come to mind when dealing with clients:

What is a production/creative fee?

Some photographers charge by the hour, project or have day rates. Why the variations?

I hired you, why don't I own the copyrights to the images?

I'm working with other photographers, can I get a ballpark figure of how much this project will cost me?

What is licensing/usage?

What is the purpose of a license fee?

Why is it so expensive to retain unlimited, exclusive rights to the images?

If I use the images in an ad without licensing them, what will happen?

How do you keep track of your image's usage?

Do you provide a discount to multiple image licenses?

I'm multi-tasking at work but if you guys have anymore questions to list and clever analogies/metaphors to answer the above questions, feel free to add them on. Knowledge is your best tool against ignorance. Let's win this battle!

A favorite wisdom of the proverbial venture capitalist is that if you have to educate your market, you don't have a business.

I found that there is much truth in that. If a small/local/unsophisti​cated client has to essentially enroll in an Intellectual Property course just to do business with you, you're going to lose them. In my opinion there's not really any amount of "plainspeak" that can make the words "license fee" happily digestible to someone who just wants some simple photographs for their website or whatever.

joe

^^ love it!! Very true!

People want to pull something off a shelve like walmart..our new title these days is
EXPECTATION MANAGER!!
Licensing needs to be bundled into the deal..but all aspects of usage must be spelled out
in contract. Work for hire relationships are one easy option, been working for me.
less hassle good for client. No lawyers needed. They understand the bump in fee's
cheers
Darrin

My clients and the ones I want don't need educating. They get it because its the world we all work in. They're not those that only come onto it from time to time. I have a base of a bit over 2 dozen steady clients that use me anywhere from 2 or 3 times a year to a couple time a month. They all get it or they wouldn't be my clients.

charro callado wrote in post #15583782
A favorite wisdom of the proverbial venture capitalist is that if you have to educate your market, you don't have a business.

I found that there is much truth in that. If a small/local/unsophisti​cated client has to essentially enroll in an Intellectual Property course just to do business with you, you're going to lose them. In my opinion there's not really any amount of "plainspeak" that can make the words "license fee" happily digestible to someone who just wants some simple photographs for their website or whatever.

joe

Hey Joe, thanks for the insight. What you said makes sense and I agree but there are times where people have questions and it's necessary to provide good answers, especially to those who are middlemen during the inquiry process. I suppose it can be abrasive to push it all out there but it wouldn't hurt to have answers somewhere on hand.

In the area I live in, I've been contacted several times from assistants and secretaries in regards to providing my services, there's been a handful of times where I had to elaborate certain things and they appreciated me taking the time to explain. As you've mentioned, some of them did no business with me but others felt reassured and hired me for my services, too.

I guess when it comes down to it, everyone's target demographic should be those who understand their needs. Thanks again for the reply, Joe!

airfrogusmc wrote in post #15583841
My clients and the ones I want don't need educating. They get it because its the world we all work in. They're not those that only come onto it from time to time. I have a base of a bit over 2 dozen steady clients that use me anywhere from 2 or 3 times a year to a couple time a month. They all get it or they wouldn't be my clients.

True, but somebody has to shoot for those that dont yet get it. I think the idea of an infograph is problematic as there is a fine line between explanation and condescension and thats probably better dealt with in person. I think you need to see the clients face when you put unexpected complications in front of them.

gonzogolf wrote in post #15583857
True, but somebody has to shoot for those that dont yet get it. I think the idea of an infograph is problematic as there is a fine line between explanation and condescension and thats probably better dealt with in person. I think you need to see the clients face when you put unexpected complications in front of them.

Thanks a lot for laying that out better than I could say it. I tend to word vomit from time to time... It still wouldn't hurt to conjure up valid responses to these kind of questions when it comes to meeting with a potential client.

I do agree that if a client gives you time to elaborate in person, you have a better chance at landing the project.

gonzogolf wrote in post #15583857
True, but somebody has to shoot for those that dont yet get it. I think the idea of an infograph is problematic as there is a fine line between explanation and condescension and thats probably better dealt with in person. I think you need to see the clients face when you put unexpected complications in front of them.

I don't shoot for those kinds of clients that don't get it. Never did. I agree about a face to face conversation.

Part of the problem is that the public doesn't see professional photographers/photogra​phy the same way they do dentistry, automotive repair, teaching, etc in that most professions require a certificate/license.

I have no problems shooting for this kind of client. I have made it kind of a specialty. The easiest way is simply not to overwhelm them. Trying to educate them is pointless if they really don't care about it. Its like your Dry Cleaner trying to explain the difference in the chemicals... you really dont care and you dont want to have to listen to him drone on and on about it. All you want is a clean shirt when you pick it up. All they want is decient pictures for their money. This kind of client only cares about the bottom line. The more line items you add only means more points for them to try to cut costs on. Build your costs, add a profit margin, and submit as a single line item cost. " I will do that for...." Get to the point and work it.

The information you propose would be fine to have on your website for those that might be interested. But it is a waste of time to hold a class for every client. You may do better to make a short lecture out of it and speak at business clubs and lead groups. Turn your self into a local "expert" rather than just making it some hoop clients have to jump through to work with you.

MikeFairbanks wrote in post #15584474
Part of the problem is that the public doesn't see professional photographers/photogra​phy the same way they do dentistry, automotive repair, teaching, etc in that most professions require a certificate/license.

Mike I thought that this thread was about commercial/corporate clients. That means you should be working with art directors, account manages, marketing directors, graphic designers and other professionals that usually understand because its their job to understand.

airfrogusmc wrote in post #15584855
Mike I thought that this thread was about commercial/corporate clients. That means you should be working with art directors, account manages, marketing directors, graphic designers and other professionals that usually understand because its their job to understand.

I didn't read it that way. He just says clients in a smaller town who might not understand commercial photography. I was thinking of a small business owner who needs a product shot or promotional photo but doesn't understand licensing, limited usage, and copyright.

gonzogolf wrote in post #15586767
I didn't read it that way. He just says clients in a smaller town who might not understand commercial photography. I was thinking of a small business owner who needs a product shot or promotional photo but doesn't understand licensing, limited usage, and copyright.

Good reason to move to where the business is.

Just following the conversation.. EosBoy asked some good questions and it is always a good practice to set out your service in an easy understandable way and lots of people just don't.

EOSBoy wrote in post #15583845
Hey Joe, thanks for the insight. What you said makes sense and I agree but there are times where people have questions and it's necessary to provide good answers, especially to those who are middlemen during the inquiry process. I suppose it can be abrasive to push it all out there but it wouldn't hurt to have answers somewhere on hand.

In the area I live in, I've been contacted several times from assistants and secretaries in regards to providing my services, there's been a handful of times where I had to elaborate certain things and they appreciated me taking the time to explain. As you've mentioned, some of them did no business with me but others felt reassured and hired me for my services, too.

I guess when it comes down to it, everyone's target demographic should be those who understand their needs. Thanks again for the reply, Joe!

Well if the licensing route - the one that requires explanation - is the one you've chosen, the biggest question is the following:

EOSBoy wrote in post #15583705
I hired you, why don't I own the copyrights to the images?

That's not a question others can necessarily answer for you. Why do you use a licensing model and not a work-for-hire model?