Psychology for Photographers:

May 15 2013

“Cheap Clients” and The Psychology of Small Purchases

So, after a gorgeous, well-lit, beautifully-styled session, you present your images…and are a bit bewildered by the client’s actual purchases. The client spent hours preparing for the session, but they only buy a handful of 4x6s. Or they opt for the 11×14 when they squealed over the 20×30 during your consultation. Or they decided to...

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Posted in Decisions and Biases, Psychology 101

10 comments

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joy - May 15, 2013 - 11:26 pm

this is a great post. would love more about this subject!

Jenika Reply:
May 16th, 2013 at 1:47 am

Thanks Joy! More on pricing concepts to come.

Angela - May 15, 2013 - 11:38 pm

Thanks Jenika, this was really interesting! Taking it all onboard- does this mean that it could be better to have a higher session fee that includes a print credit- in effect breaking up the amount they pay (some in the session fee, some at the ordering session)?
Angela recently posted..Happy Mothers Day!

Jenika Reply:
May 16th, 2013 at 12:59 am

Hey Angela! I’m not sure that these principles, in particular, are an argument for completely restructuring your pricing. I share these more because the dominant narrative in the photography world seems to be “look at all these cheap people out there – ridicuous! sniffle, huff.” And there ARE “cheap” people, but that’s not the only reason for the behavior we see.

That being said, I do know photographers who have done away with a session fee altogether and instead charged something like a $200 retainer that was then credited back to them as a print credit. These folks have reported that once the client starts spending that, it feels easier to buy more. That may have more to do with the sunk cost effect and “priming the pump” than what I described above. Perhaps fodder for a future post. My main goal with this one was to help people see past the “cheap” narrative, and also to suggest one way to reframe pricing (e.g. helping them compare the investment to other things, or framing it in smaller doses.)

Tia - May 16, 2013 - 12:12 am

I would like to hear how you apply this to wedding photography.

Jenika Reply:
May 16th, 2013 at 1:07 am

Hi Tia! As I said in a response to another comment, the goal of this post was to add some nuance to a dominant narrative I see all the time in the photography world: that when clients don’t want to pay high prices or balk at the cost of something, it means they’re “cheap.” That’s not all there is to it, and I think we should take time to walk through some alternative explanations. In this particular post, I’m not arguing for any particular change in how we do things, except perhaps to help clients see how lots of small things can add up, or to mentally have them break down the cost into something that makes more sense to them. Back to your comment, there’s not much we can do to make ourselves fit into the “less expensive” category. You could set up a payment plan of some kind (installments of 50-50% or 30-30-40%) and then have a bonus if they do pay in a lump sum. Lots of online retailers do that for big-ticket items. (However, that puts more administrative pressure on you to ensure payment.) There are other pricing framing techniques that I’ll blog about in the future – stay tuned! For now, the main goal of this was to help people see past the “people are cheap” assumption and understand more of how people actually look at prices.

Janelle - May 16, 2013 - 1:38 am

Great post, as usual, Jenika. One question unrelated to the topic itself: did you use your tilt-shift lens for the photographs for this post? The focus looks like it to me, but I just wondered. I love the film-like processing on them, too.
Janelle recently posted..North Chagrin Reservation

Jenika Reply:
May 16th, 2013 at 1:45 am

Thanks Janelle! These photos were grabbed quickly with the 100mm macro.

Jamie Willmott - May 16, 2013 - 11:16 am

I used to work at a portrait studio chain in the UK, which priced their products at the higher end of the market.

They offered monthly payment schemes, which was the option taken by the majority of customers.

The effects you mention are often used by those offering credit for expensive items – “You can have this $1200 portrait for only $100 a month”

Obviously, there are pros and cons to actually offering payment plans, but the theory behind it is similar.

Antonio Solitario - May 16, 2013 - 4:59 pm

I am really liking this blog. Like any photographers starting out, I priced myself shoot-n-burn style and also had different products like album, prints, etc priced separately.

Shoot-n-burn literally means, I charge to photograph weddings, edit and burn them to DVDs and call it a day.

On average, about 95% of my clients would also add albums with the ‘start up shoot n burn’ price.

When my packages were structured this way, I averaged 25-32 weddings per year.

One year, I decided to get fancy and included the album in the pricing to sell more album. So what was $1000 as starting package, I had $1800.00 (including album).

Because of that change in the packaging, I only had 18 weddings that year. So weird.
Antonio Solitario recently posted..Reviews of Wedding Vendors

May 09 2013

The First-and-Next Marketing Technique (As Told Through iPhone Photos)

Are you stuck figuring out how to market yourself? No need for overwhelm. Scale back and try what I like to call the “First-and-Next marketing technique.” It goes like this: Think about your clients, and ask yourself the following two questions – 1) Before they hire me, what will they do FIRST? You know those...

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Posted in Smart Marketing

5 comments

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May 01 2013

5 Personal Things This Photographer Learned From Being Photographed

I found myself on the “wrong” end of the camera lens this past week. Not the photographer end, but the photographed end. And suddenly, a lot of things made sense. I found myself doing some of the very things that have always bewildered me about clients. I found myself realizing that some of those things...

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Posted in Client Experience

15 comments

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Johnny Bean - May 1, 2013 - 7:00 am

Love this post! I put myself through a similar thing very recently and was just planning a blog post on the experience when this dropped in – So true in everything you say!

Brooke Schultz - May 1, 2013 - 3:08 pm

Ohhh, this is so good. So insightful!!
Brooke Schultz recently posted..Candis + Andy: American Fork Engagements

MegansBeadedDesigns - May 1, 2013 - 8:16 pm

Thanks for sharing this. I’ve been putting off hiring a photographer for some bio pics until I can “drop a few pounds.”

Nice to know that’s not something I should be worried about!

Wendy - May 1, 2013 - 9:34 pm

Your article is so true and interesting. I am doing as you say in August. A photographer friend of mine is running a two day course, one day nude, one day fashion. I have a walk on part on the nude day! Talk about in at the deep end!! It will be an interesting learning curve!

Allison - May 2, 2013 - 12:37 am

If I hadn’t already known you were fabulous, your mention of Jack Donaghy’s Product Integration (“It’s called, ‘Product Integortion.’”) would’ve won me over. Love it. This is great!
Allison recently posted..Date Night

Craig - May 2, 2013 - 12:32 pm

I love your honesty! You wear your emotions on your sleeves and in your writing and that makes you approachable so people can relate to you. I look forward to all your blogs.

On a side note: I HATE (ok immensely dislike)THAT MRI MACHINE!!!!

Jenika Reply:
May 3rd, 2013 at 6:47 pm

Thanks Craig!! I appreciate the kind words. I look forward to reading what you have to say, too.

Hahaha, MRIs aren’t too fun are they? I’ve had dozens done so I eventually got over it, but it’s totally not comfy. They’re making neat machines now that don’t require the tube aspect….hopefully that’s where the technology is going.

Gary - Orlando Headshots - May 3, 2013 - 8:39 pm

I REALLY appreciated this article! As someone that teaches photography on a regular basis, one of the things that is difficult to put across to newer photographers is the importance of engaging and talking to the subject without your face behind the camera.

It’s easy to forget since most of us don’t get photographed much ourselves. The MRI machine is a perfect example!

Great stuff I will read on!

Gary

Jane - May 4, 2013 - 11:02 pm

wow, what an eye opening post, keep it up its brilliant

Jennifer Stein - May 5, 2013 - 2:41 am

This is a wonderful post, Jenika. I feel the need to schedule a family portrait session for my own family. I’ll see if I can keep from telling my kids what to do and trying to get them to smile. I’ll let you know how that goes!

Your observations helped me right away. I was doing pictures this morning and was totally fine when they family texted me that they were behind schedule.

Thanks again for the work you do on this website.
Jennifer Stein recently posted..Try It: Carry That Big Camera Everywhere

Steve Mac - May 8, 2013 - 11:46 am

This made me smile..it really is a case of ‘only when the shoe is on the other foot’ that we get the ‘real” picture ! Thanks for sharing..can certainly relate to how you felt!
Steve Mac recently posted..Cool Photo Editing- Trick Photography At Its Best!

Carey Anne - May 11, 2013 - 11:35 am

I always put on full makeup, do my hair and dress as though I’ll be the one photographed when I head to a session. I want to experience the same things my client is experiencing before we begin, so I can apply my own calming techniques to my client(s).
Carey Anne recently posted..Sharing Shannon’s Senior Story

Antonio Solitario - May 16, 2013 - 12:26 am

This post made me cringe. There is never a wedding that I photograph when not a soul will ask me what to do with their hands. I always smile.
Antonio Solitario recently posted..Day Nine – Mother and Wife

Jenika Reply:
May 16th, 2013 at 12:53 am

There’s always one…

Megan DiPiero - May 18, 2013 - 2:21 pm

Love hearing bout your experience. I recently did a shoot with me on the other side. It was thrilling, eye-opening and fun! Like my clients, I found that I was very scared (surprisingly so). I understand now why there’s a sneaking urge to just cancel. I also learned, that once things got rolling, ease set in and I really enjoyed the experience. Haven’t seen the images yet, but I’m confident they’re fab, cause the experience was so great.

Apr 25 2013

3 Strategies For Throwing Out Mental Clutter And Getting Stuff Done Instead

We all have random to-do items fluttering in the back of our heads, plinking against our minds like moths against a light bulb. Like when you finally break free to scout out new locations with your camera, but then you see the bank and remember the pile of un-entered business receipts sitting on your desk. ...

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Posted in Business Life

3 comments

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Apr 18 2013

A Neat Trick For Getting Clients To Follow Rules

My college dining hall was a glorious, all-you-can-eat buffet. Weekend brunches were a particular highlight, when pancakes and quiche and platters of bacon appeared, alongside a row of Belgian waffle makers and a bottomless supply of batter. I was particularly fond of the waffle makers because they created a giant Yale “Y” in the middle...

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Posted in Business Life, Decisions and Biases, Psychology 101

19 comments

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Stella Reynoso - April 18, 2013 - 12:51 am

Reminds me of what my favorite PoliSci instructor told us in her class one day: “Don’t think of an elephant!” Because you immediately and undoubtedly think of an elephant.

msn - April 18, 2013 - 1:32 am

Great insights, as always. Will have to mull this over and consider how to apply the lesson.
Cheers!

Allison - April 18, 2013 - 1:46 am

Genius! It also makes you seem way less annoyed and passive aggressive when you tell people what you want instead of what you don’t want.
Allison recently posted..Spring/Summer Wardrobe Inspiration

Caroline Maryan - April 18, 2013 - 10:48 am

I love this insight! It’s actually making customers see that there’s something in it for them, if they book ahead, and it’s gently leading them to the behavior you want. And the part about watermarks is fantastic. I’ve recently been seeing just the opposite on Facebook-watermarks that actually state a list of rules. You could write an entire book about this! In a similar vein, when I want to complain about service(internet provider, airline, you name it…), I always try to offer the solution that I want as part of the conversation. And I do keep it a conversation. They don’t even know I’m complaining. It works wonders. Thanks for the post!
Caroline Maryan recently posted..Quick Processing Tips When You Forget to Change the Date and Time

Jenika Reply:
April 18th, 2013 at 2:24 pm

Thanks! That’s interesting – watermarks that state rules. I wonder if that’d make someone more likely to crop it out just because it’s so busy, haha. Social psychology is complex and there are always multiple forces at work, I don’t blame people for wanting to be shrill about it. But I’ve had the same experience as you – when I frame it in terms of a conversation, and frame reminders that way (keeping them solution-focused), I haven’t had any problems.

Misha - April 18, 2013 - 4:06 pm

This is so smart. And now I’m off to put chocolate in some waffles…

Jenika Reply:
April 18th, 2013 at 4:27 pm

hahahaha awesome!

Natalie Kita - April 18, 2013 - 8:33 pm

Great post! Thank you for sharing, makes a lot of sense!

Jenn Canfield - April 18, 2013 - 8:50 pm

How smart and cleaver is that? LOVE this idea….

Jesse - April 18, 2013 - 10:51 pm

Hello,
I have just stumbled across this site and I have to say your content is amazing! As an amateur photographer learning to use my Rebel T3i, as well as an entrepreneur building startups and consulting in the nonprofit sector, this advices is excellent. I find it is applicable not only with photography clients, but clients and people in general. Well done! Looking forward to diving into your other posts and any future ones to come!

Layne - April 18, 2013 - 11:53 pm

This makes so much sense! Once again something practical I can put to use. TY!

Dwayne - April 20, 2013 - 7:26 pm

OMG, its all in the way you “frame” things. Thank you so much for this insight.

Jack - April 22, 2013 - 5:32 am

Great advice – would you change the actual wording on your contract though, or just use this when posting ‘friendly reminders?’
Jack recently posted..The Very Moment….

Jenika Reply:
April 22nd, 2013 at 11:18 pm

Just friendly reminders – contract language is totally separate. But when you’re going over and explaining the contract, you can use this framing strategy if you want.

Madeline - April 22, 2013 - 10:21 am

I find a similar thing happens with my son, but for a different reason! If I ask him NOT to do something he’ll often do it, as if he doesn’t hear the word ‘don’t’ and just hears the end of the sentence! So ‘Don’t walk there’ becomes ‘walk there’ to him. I have to remember to tell him what I DO want him to do instead!

Jennifer Stein - April 23, 2013 - 2:42 am

We put chocolate chips in our waffles, pancakes, muffins, oh yes! Cookies too.

This is a great post and good reminder. I use the same idea with my kids all the time – telling them what to do instead of what not to do.

Your example is great because we’d all do that – not only think about putting other, messier things in. Like bananas…
Jennifer Stein recently posted..Imperfect Gifts

Nathaniel - April 23, 2013 - 6:17 pm

You can’t argue with a concept that has been used for centuries. Reminds me of the reverse psychology my parents used on me growing up. Now to figure out how best to use it for my business. Great post.
Nathaniel recently posted..Portraits: What to Wear

Amanda - April 27, 2013 - 4:03 pm

I am loving this website! It’s thoughtful and consistent. I find the information her very useful, and I’m not even a photographer. It’s nice how these posts can apply to people involved in any kind of art career. Truly great stuff!
Amanda recently posted..5 Ways Music Lovers Can Protect Their Hearing

Jenika Reply:
April 27th, 2013 at 11:07 pm

Thank you Amanda! I’m glad it’s helpful to you, and we love having people outside the photography industry drop in! Come again soon!!

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