Why should a client hire me and not the next photographer?
Why should a brand collaborate with me and not the next food blogger?
What do I bring to the table that others don’t?
How am I differentiating myself and setting myself apart?
The “why” behind differentiating ourselves is pretty obvious – to work with brands we love, make money, fuel our passion and have work coming to us consistently because of the name we build for ourselves in the market.
In order to make ourselves unique and attract our ideal clients, being authentic and original is definitely the foundation of differentiating ourselves . Without this, we can have the best skills or talent but it won’t take us very far… as it won’t be true to who we are.
So, how can we go a step further after tapping into our authenticity? Today, I’m going to share a practice that can help you win over your competition and stand out when it comes to leaving an impression on the client – Interpretation and conceptualisation.
Interpretation and conceptualisation
Simply put, this skill is about understanding, getting into the skin of the brand & creating its vision innovatively.
A food photographer’s role isn’t just about setting up a camera, pressing the shutter and taking a photo. It’s so much more. We have the opportunity to add so much more value to a client by tapping into a skill that usually comes naturally to us.
We often have to compete against many others for projects. While that’s tough for us, imagine how it can be a headache for the clients to select the “best”. Often, it boils down to how well you can take the requirements of the client and come up with creative solutions. Clients respond well to who was able to listen the best and read between the lines to come up with the best possible creative idea.
Sometimes, we complain that we don’t have a clear or accurate brief. Guess what! That’s your time to shine and show your creative flair. If the brief is not clear, add clarity, add details, and present it back to the client. Show them that you’re able to think outside the box.
While some clients are good at communicating their requirements and have a clear art direction, some don’t.
If you’re able to offer them direction, you won’t just be providing them with beautiful images, you’ll be showing that you understand them and can tell their story in a way other photographers may not be able to. Boom! Who wouldn’t want to work with you!
Interpreting a client’s needs creatively before accurately conceptualizing a photoshoot that will meet those needs is a game changing practice.
Bring value
Sometimes, our contribution can be simple and sometimes it involves doing a lot more work. Many photographers spend way too much time focusing on technical skills without honing the skill of a thinker, art director, and visualiser. Imagine how much more powerful your photography and service could be?
So, having that skill of interpretation and conceptualisation differentiates you from the market.
It also creates more job opportunities for you because you have so much value to add to a client’s campaign in ways that others can’t. You’re able to offer so much more which sets you apart.
This might seem overwhelming but as a photographer, you’re already at an advantage.
You possess a creative mindset – you just have to hone it, develop it and practice it.
When we begin to understand how powerful this can be, it changes everything. It changes the way we present ourselves to our clients, the way our clients perceive us, the type of clients we attract, and the reputation we build in the market.
We aren’t just like the next photographer. We are a cut above the rest. We are creative thought leaders that stand out in a room full of other talent.
Conclusion
Just by bringing forward our creative perspective, we can be successful in differentiating ourself, offering more services, making more money and opening the door to new opportunities. Who wouldn’t want that?
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