NOTHING Trumps Quality

12/27/2013

You know how to focus your camera, but how about your marketing and your business?

I started working on my presentations for ShutterFest in April yesterday. I've got plenty of time, but decided to start building some of my background slides now. As I started wandering through the sites of the artists I respect the most, I noticed a common denominator. It wasn't earth-shaking, but it was interesting to see. As I surfed the Internet, QUALITY was always number one.

It's the one common denominator on every site of every photographer or company any of us consider iconic. I know it's not a revolutionary concept, but we've all gotten so caught up in social media, blogging and creating buzz, too often we forget, a well-exposed, composed and presented image is still King!

All the marketing genius in the world isn't going to substitute for the quality of your photographs. And while lots of hype and discounting might seem to get more business in the door initially, it won't get you a second time buyer. People won't come back to you if your work or service was "underwhelming".

So, the next time you put images up on your website, think quality. Think about what you're about to post. Is it really your very best work? Is it representative of a philosophy that suggests you never compromise the final image? Does it really show the skill set you want to present?

Then think about the way you run your business, the way you market yourself and the level of customer service you provide - quality is the key to success on every level. You've got a choice to make - do you want to be Nordstroms or the Blue Light Special at Kmart?

I found two quotes that seem appropriate to the topic:

"Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction and skillful execution; it represents the wise choice of many alternatives." William A Foster

"When you're out of quality you're out of business." Anonymous

Illustration Credit: © kbuntu - Fotolia.com

3 Comments

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David Esquire link

12/27/2013 09:32:50 am

Great article & I totally, 100%, without a doubt agree with you. But (there's sometimes a but) I'll have to add to this that not every client we deal with wants or even cares about quality.

This is in part due to people's expectations being lowered with today's flood of apprentices portraying themselves as profession photographers, thus creating a much lower pyramid of quality.

Even though a client may say they want a quality product, we are admonished to recognize and/or read in-between the lines of what they're saying to ensure you're a good fit for your client. Should you not, you'll have a disconnect with your client and a possible loss of revenue from their return and referral.

In the end, it's all about making sure you're a master at your craft AND business - which will help align you with the RIGHT client so you can avoid the pitfalls.

Remember, just because I can buy a flute, it doesn't mean in any way am I automatically a professional flutist.

Martino Studioboda link

12/27/2013 10:34:08 am

Truth is that quality is difficult thing to reach, needs time and perseverance. More time and more perseverance.

But it's true that it is the most powerful skill to have, specially for a photographer. No marketing can give you the same self confidence than a great work. No promotion or discount will give the satisfaction of a truly happy client or a bride calling you from other countries to photograph her wedding.

And you can always do a little bit better!

Alton Strickland

12/28/2013 05:46:18 am

Quality is a difficult word to define as individuals do not always use that as a guidepost to decision making.

For me quality means putting up work that adequately communicates my vision and style while striving to apply all the rules and guidelines of photography. If it is perfect but non-communicative, it is not quality to my personal preferences.

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