As a result of the conversation posted yesterday on the blog, one of the contributors offered to write a rebuttle to the original article. I readily agreed to give him the space on my blog to write how he felt about the article. The following is his take from Aletha Cheng Fitzpatrick’s article.
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Should Photographers offer Digital Files? 4 Myths of Offering CDs Debunked.
This article is in response to http://tiffinbox.org/please-dont-just-give-your-clients-the-cd-or-dvd/
Alethea Cheng Fitzpatrick makes some interesting observations in her guest post “Please Don’t Just Give Your Clients The CD or DVD!” (http://tiffinbox.org). I’d like to respond to her comments, and debunk a few myths that seem to drive the fears behind selling the CD.
Myth #1 – Clients think CDs are too expensive
I work in the graphic design industry, and have worked closely with several photographers in the past. I have seen what goes on behind-the-scenes, and understand that photographers have put years into perfecting their style. I am in no way advocating that photographers shortchange themselves. You’ve earned the right to call yourself a professional, and should be compensated well for your services.
The problem is education. Your clients never see what goes on behind the scenes, and many times cannot appreciate the hours it will take to edit their photos. So tell them already. Brag on yourself just a little bit, letting them know how much time you put into making your client’s look good in their photos. By giving them a glimpse of what goes into the photos after the session had ended, you soften the price of the CD in their mind.
Myth #2 – They will choose a substandard printer
A valid concern for photographers is how their work will be presented. You have a reputation to uphold and protect. So, how far are you willing to take this concern? Are you going to accompany your clients to the framers to be sure they pick the right matte color? Are you going to hang the print in their house so you can make sure it has adequate lighting and is level on the wall?
In the days of film and negatives (in the not too distant past) we had to worry about exposure times and the quality of the chemicals used to develop the negatives. In the digital age of photography, these variables are no longer a concern. You can go down to your local printer and get good prints.
I reject the notion that there will be a substantial difference in the prints from a perceived ‘high quality’ printer, and one that is more inexpensive. Why is this? Well, modern photo developers use high tech printers that calibrate themselves very nicely. They use the same paper, the same ink, and the same machines. I’ve seen ‘proof’ of the differences, but truth be told, you can order the same print from the same ‘high quality’ printer a couple weeks later and see a slight variation in the print. It’s the nature of printing.
Myth #3 – Digital mediums may not be supported in the future
In 1975, the home entertainment industry was revolutionized by BetaMax. This video cassette allowed movies to be played with ease on a TV at home. In 1976, rival company JVC released the VHS tape, which eventually won out as the standard. In more recent years, we see the battle between BluRay and HD DVD being fought in your local big box store.
So, the question is asked, will the CDs and DVDs you burn today be good tomorrow? The short answer is ‘yes.’ Although the landscape of digital media is changing fast, I can still pick up a floppy disk drive pretty easily and break out the original DOOM for DOS if I really want to. And because CDs and DVDs have become industry standards (unlike BetaMax) they won’t become obsolete anytime soon.
Myth #4 – I’ll shortchange myself by selling the rights
If this is even a concern for you, perhaps you need to rethink your pricing structure. If you are relying on prints and packages to make up the difference, then your session fee is too low.
Your session fee should include the hour you spend shooting your subject (not Dick Cheney style hopefully) and the resulting hours you’ll spend pleading your computer to cooperate while you edit those photos. According to my own experience and online forums, we can assume that you’ll spend roughly twice as much time editing as you do shooting the session. If you are spending any longer on editing, then this is where you are losing huge amounts of money. Either learn Photoshop better (task automation is a wonderful thing) or strike a partnership with a graphic designer to do the editing for you.
Add in travel time and you have the true time a session costs you. Decide on how much your time is worth and set your prices by multiplying the time and hourly rate you think is appropriate, perhaps add 5% or so for equipment maintenance. This is your session fee, not the $49 ‘get them in the door’ price that you toss out there.
Conclusion – The client’s perception is king
A client’s perception can make or break your business. If they think they are being taken advantage of, being nickel and dimed, or if they feel you have served them with hidden fees, they will pass along that experience to their friends and family.
As a client, I am paying for time. I am paying for your travel, the actual session, the editing, and the CD. The nebulous ‘rights to the prints’ fee is a ridiculous and outdated concept. Be a leader in your industry and make the change. Your clients will send you more business than you can handle if you are up front with them about the cost of your time.
Contributor: Nick Bernhard is a web developer, graphic designer, and internet marketer at ChurchWebsiteDoctor.com
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