Defining "Professional" in Photography

​by Skip Cohen

It's Marketing Monday and the perfect time to redefine being a pro in photography. The pandemic and physical distancing with various levels of self-quarantine have reduced some of the more prominent tools of a pro. But the Internet has expanded the playing field for so-called professional artists to jump into the market. You've got to make yourself stand out from the rest of the "herd."

Years ago, my buddy Dean Collins used to say, "All you need to be a pro these days is a roll of duct tape and a Yellow Pages ad!" His sarcasm still rings true today with too many photographers calling themselves pros, simply because of the gear they own.

I've written a lot about this topic, and it's time to update some of the qualities that make an artist a professional. And it's sure not your gear! Every time you're in public, especially in cyberspace, there's a chance to show your skillset, not just as an artist but as a business owner.​
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• Dress the Part: I'll be the first to admit I'm old-school, but if you're meeting with a client, even in an online chat, look like a professional. Whatever your look, people do judge a book by its cover. In the "old days," I'd be suggested what you choose to wear, but like last week's post, pay attention to your lighting and camera coverage online.
• Walk the Talk: You've got two ears and one mouth, so listen twice as much as you talk. Verbal communication is a two-way street. Take the time to listen just as much as you talk. Because of the challenges created by the pandemic, the phone is back to being one of your greatest communication tools, but it's only useful if you listen and ask the right questions for clarification.
• Email Contact Forms:  These days, it's all about your speed of response. It's great you can have a contact form on any website for people to communicate with you, but what good does it do if it takes you days or even longer to respond? How do you feel when you contact a company, and they don't get back to you ASAP? If you want to build a reputation for being service-oriented, it starts with how fast you respond.
• Stop Writing Like a Moron: Again, the pandemic has changed where the spotlight shines the most. Sorry to be so blunt, but lately, I've received a few emails, along with reading posts, that were impossible to understand. There's help with Spellcheck and Grammarly. I'm not talking about the typos we all make when trying to text, and auto-correct takes over, but ideas you're sharing that you don't proof-read before posting.
• If It's Not Your Battle - Shut Up! Everybody is on the Internet these days, especially Facebook. I appreciate how we all watch each other's backs, but too many of you have forgotten there are no erasers on the Internet. Be careful what you write and share, especially when you're in a forum talking about clients. You never know who's reading whatever you're sharing. When you are expressing your opinion, do it professionally. Don't write anything you wouldn't want the world to read. You'll never win, taking on a troll, or acting like one!
• List Your Phone Number and Share It: Mobile technology is available to EVERYBODY. Have a line dedicated to your business and stop letting your kids answer the phone!
• Answer Your Phone Professionally: I know this is basic, but I'm amazed when people answer the phone like they walked by an old payphone that was ringing in a bar and picked it up! Once again, be a pro.
• Clean Up Your Galleries: With so many people on the Internet, if you've got images that aren't better than "Uncle Harry's," it's time to trash them! Only show "Wow" images - photographs so good you'd only have to show one of them to get hired.
• Customer Service Plays a BIG Role: Today, you've got to be helpful and a problem solver more than ever. Your target audience has access to thousands of photographers - what makes you their best choice?

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Here's the bottom line: Professionalism is obviously defined by your ability to exceed the expectations of your clients. But your technical skills in producing beautiful images mean absolutely nothing if you don't have a sense of service, listen more than you talk, and build a brand based on being helpful. Make working with you an experience beyond the click of the shutter.

"Customers don't care how much you know, until they know how much you care."