Don’t Fear Losing Clients, Rather Highlight the Benefits You Provide Beyond Just Taking Photos

Do you do a lot of unpaid work as a photographer? When I was a beginner in this field, I did a considerable amount of unpaid work. Why did I do that? I did it to build my portfolio. Do I still do unpaid work today? Yes, it all depends on the purpose behind the unpaid work.

There are times when I do unpaid work for family and friends, and there are times when I do unpaid work to gain opportunities. I remember several years ago reaching out to a top brand strategist in Ghana, Bernard Kelvin Clive, and asking to shoot his workshops for free.

What I did was get involved, take photographs, and then learn from one of the experts in writing, podcasting, and branding. It’s like a barter trade; we exchange services for services. Did I offer my services for free? Yes, I did. Did I get something in return? Absolutely.

There is a negative reputation associated with doing free work. However, if you approach it the way I do, I’m sure you will find some benefits.

1. I do free work because I want to, not because I was forced.
2. I do free work because I can get something in return.

Why do you feel pressured to provide free work and discounts that others wouldn’t offer? I’m certain you disapprove of free work, and working for exposure is even more frustrating. But why do you believe that offering significant discounts is a win? It only indicates that there may be an underlying issue that you’re not acknowledging.

If you find yourself needing to offer discounts before a client books you, then you may be in a challenging position or lack understanding of your value proposition. Perhaps you don’t fully believe in yourself and your craft.

Don’t ever feel pressured to give discounts or do free work. You are not obligated to. Read that again; YOU ARE NOT OBLIGATED TO OFFER DISCOUNTS OR DO FREE WORK.

Do you know what happens when you do too much free work or offer too many discounts?

1. You devalue your work

When you constantly offer free work or discounts, it can lead clients to undervalue your services. They may come to expect freebies or lower prices, making it harder for you to charge your full rate in the future.

People often associate price with quality, so if you’re always discounting your services, they may start to question their quality. It doesn’t end there. You may know by now that many freelance jobs come through referrals. Someone refers your services to another person, and if that person is interested, they hire you.

If your work is devalued by the first customer, it’s more likely that the next client won’t see the value in your work. If they need to pay for a photographer, your name might be mentioned.

2. You attract the wrong clients

Free work and discounts can attract clients who are more focused on price than value. These clients may be more demanding and less likely to appreciate the quality of your work. They may ask for revisions that go beyond the scope of the original agreement.

We have all seen this, that is if you have been shooting for a couple of years. It’s tiring, and it’s draining. They are not coming to you because of how good you are, they are coming because you own a camera, and this is the worst reason to be hired. Getting hired because you own a camera!

3. You burn yourself out

If you give away too much free work, you will quickly become overworked and burnt out. This will lead to a decline in the quality of your work and make it difficult to meet deadlines.

You will notice doing so much but having results in terms of the financial side. Because when we work, we expect to get paid and free work doesn’t get you paid.

It’s important to value your time and energy, and to make sure that you’re not giving away so much free work that you’re neglecting your paying clients. This will lead to frustration and resentment, and ultimately damage your reputation.

So, what is the best way to go about this?

Know what you bring to the table. As I said in another article, most photographers fear to name a price. If you fear to name a worthy price, then it means you are probably not worthy enough to get paid that amount or you are just not confident enough in your ability to deliver.

See yourself as a guide who exists to help the customer achieve their goals. All you do is take a small fee.

When I’m hungry and want to eat Waakye, I only have one goal and it is to satisfy my hunger. I go to the joint and purchase the food. I give money, and I get the meal. It’s as simple as that. You exist to help, just like that ice cream seller exists to satisfy your taste buds.

Another way is to communicate what you bring to the table. If you bring a thing of value to the table, you will rarely haggle on price. When you enter the Apple Shop you do not get there to ask for a reduction. We might be furious when we see the price of the latest iPhone or Samsung but we want them because we know what we are going to get from it.

Communicate your value proposition.

A value proposition is a concise statement that communicates the specific benefit a customer receives by choosing your service.

In the end, it’s all about the customer. What are you giving to them? What makes you different in the market?

What a value proposal does is that it highlights why the customer should care and how what you offer solves their problem or fills a need.

What happens when you communicate your value proposal well?

1. You focus on the value delivered to the customer. Nothing else, because it’s all about them and what they can get from your business.
2. You solve problems. Your value proposal explains how your service addresses a specific customer challenge. This is why it is advised that you niche down, you ought to be a giant in a particular field.
3. When you communicate your value proposal well, you show why what you offer is better than similar options or your competitors in the same market.

A strong value proposition will help you attract ideal customers and build brand loyalty, for when customers see the value they receive, they’re more likely to become repeat customers and recommend your photography services to others.

Forget about doing free work right now. Focus on building your client list. It’s going to take a while and it’s not easy. You know your craft, and you are good when it comes to editing and all. Your next focus should not be doing free work or offering massive discounts. It should be to earn.

If a customer still wants a discount or free work, look, just let them go. You are not running a charity, and running a business is not cheap.

I know this article brought you value. I want you to do one thing, share this with another photographer so they learn and price confidently. See you in the next article.