Wedding Photography: Capturing Moments, Earning Profits

Wedding photography is a highly rewarding career, both creatively and financially. Wedding photographers can earn anywhere from $40,000 to $60,000 per year, with the top 10% earning upwards of $62,000. The key to success in this field is not just taking stunning photographs but also understanding the business and sales side of things. This includes marketing yourself effectively, networking within the industry, and providing excellent customer service to build a solid client base.

To make money as a wedding photographer, it's essential to develop advanced photography techniques, master the art of capturing the perfect moment, and know how to work with the couple to get the desired results. It's also crucial to meet with couples beforehand to understand their vision and expectations.

Additionally, wedding photographers should consider offering a range of services, such as engagement sessions, albums, and canvas prints, to increase their earnings. Understanding the value of physical products, such as books and albums, can also lead to more sales.

Another strategy is to focus on the high-end wedding photography market, where the experience and emotional connection with the couple are just as important as the photographs themselves. This allows photographers to charge a premium rate and cater to luxury clients.

Overall, wedding photographers need to be proactive in their approach to growing their business, constantly learning, and adapting to the ever-changing demands of the industry.

Take the right pictures

Taking the right pictures is an essential part of being a wedding photographer. Here are some tips to help you capture the perfect moments and increase your sales:

Get the Shot List from the Couple

Obtain the infamous "shot list" from the bride and groom to understand their expectations and must-have shots. This will ensure that you capture all the important moments and people that are significant to them. However, don't forget to take pictures of all the guests, as they may also purchase prints later. Try to include everyone in your shots of the reception, as not every guest will be on the dance floor or the bar.

Create a Personal Connection

Building an emotional connection with the couple is crucial. During your pre-consultation meetings, ask them questions about their wedding, such as the colour scheme, theme, number of bridesmaids and groomsmen, and the dress. This information will not only help you prepare but also show the couple that you care about their special day and want to provide a personalised experience.

Capture Family Group Shots

Even though family group photos may not be trendy, they are often treasured heirlooms that stand the test of time. By capturing these moments, you increase your sales opportunities, as family members are likely to purchase prints. Take advantage of the opportunity to capture extended family portraits, as these are also highly valued.

Shoot More

The more pictures you take, the more you will have to sell. Offer a collection of 60-70 photos or 15 double-sided spreads, and if the couple wants a larger photograph, they may need to purchase additional pages. This strategy not only provides more options for the couple but also increases your chances of capturing those perfect moments.

Educate Your Couples on the Importance of Print

From the beginning, educate your couples about the importance of print, albums, and printed products. Let them know that if they book you, they will receive an album or printed product. This sets the expectation and allows you to shoot with that end goal in mind. During the wedding, show them the back of the camera and point out how specific shots will look amazing as double-page spreads. This will help sell the idea of prints and albums even before the wedding is over.

Pitch an unplugged wedding

An unplugged wedding is when a couple asks their guests to put away their phones and other technology during the ceremony and other special moments on their wedding day. This ensures that the couple's professional photographs will capture the faces and emotions of their guests, rather than a sea of screens.

As a wedding photographer, you want to capture the perfect shot. Suggesting an unplugged wedding will help you to do this without having to battle with amateur photographers and guests taking photos on their phones. It will also increase the chances of guests buying your prints, as they won't have their own shots to look back on.

How to Suggest an Unplugged Wedding

• Discuss the benefits of an unplugged wedding with your clients.
• Print cards to inform guests that their photos are not welcome.
• Design signs to be put up at the ceremony entrance, asking guests to turn off their phones and cameras.
• Include a note in the invitation or program, such as: "The bride and groom kindly request an unplugged ceremony."
• Ask the officiant to make an announcement before the ceremony begins. For example: "Dan and Jennifer invite you to be truly present at this special time. Please turn off your cell phones and put down your cameras."
• Collect guests' contact information so that you can send them the final images.
• Create a sense of urgency to encourage guests to purchase prints.

Collect contact information

Collecting contact information is a crucial step in the process of selling your work as a wedding photographer. Here are some tips to help you effectively gather contact details from potential clients:

• Utilise technology: Set up an iPad with an email app or a laptop where guests can easily register their email addresses. This makes it convenient for guests to provide their information and helps you efficiently collect and organise the data.
• Decorative sign: Coordinate with the bride to have a decorative sign that matches the wedding theme. This sign will encourage guests to input their email addresses. Ensure the sign aligns with the wedding's aesthetic and theme to create a seamless experience for guests.
• Business cards: If your iPad or laptop is unavailable or malfunctioning, have business cards ready. Include your website URL or online gallery link on the cards so that guests can easily access your work later. Opt for uniquely designed cards that stand out and are memorable.
• Gallery organisation: When uploading images to your online gallery, consider the user experience. Organise files into albums to make it effortless for guests to find their photos. Categorise images by events (e.g., ceremony, cake cutting, dancing) and/or by the people featured in them (bride, groom, family, guests). This user-friendly approach will make it more likely for guests to return to your gallery and make purchases.
• Email communication: Once your gallery is ready, send a concise email to the guests who registered, letting them know it's live. Craft a catchy subject line to avoid spam reports, such as "John & Joy's Wedding Gallery is LIVE!". Set up email automations to keep potential clients informed without overwhelming them.
• Create a sense of urgency: In your emails, be clear about gallery expiration dates, sales and promotion end dates, and product delivery timelines. Encourage purchases by creating a sense of urgency without being overly pushy. Test and find the optimal balance to maximise sales.
• Follow-up strategies: Even if some time has passed since the wedding, sales opportunities may still exist. Consider sending gentle reminders during holiday seasons, for example, suggesting that photographs are a thoughtful gift idea. You can use virtual postcards to bridge the gap between individual emails and generic mass emails.

Look at product offerings

When it comes to product offerings, it's important to understand the value of what you're selling and how it can benefit your clients. Here are some tips to help you look at and improve your product offerings as a wedding photographer:

Understand the Value of Books and Albums:

Jared Platt, in his webinar "4 Simple Product Ideas Your Clients Will Love," emphasizes the importance of creating physical products like books and albums for your clients. He suggests that in today's digital world, it's easy to forget the value of physical products that clients can hold and display in their homes. By offering books and albums, you not only provide a valuable keepsake for your clients but also create an opportunity for additional sales.

Incorporate Products into the Client Experience:

Jared shares four specific products he uses in his photography business: portfolio books, proof books, client albums, and vendor books. He strategically incorporates these products into his client workflow to increase sales. For example, he uses portfolio books to showcase his diverse photography skills, planting the seed for future sales. By the time clients see the proof book and discuss albums, they are more likely to make a purchase. Vendor books, on the other hand, help build relationships and increase referrals.

Share About Your Products:

It's essential to create awareness about the products you offer. Share information about your books and albums on various platforms, including your website, blog, email campaigns, social media accounts, online gallery, and studio. By consistently promoting your products, you keep them at the top of your clients' minds, increasing the likelihood of sales.

Utilize Lightroom to Design Books:

Jared Platt also shares his expertise in using Lightroom to create a fast and efficient workflow for designing books and albums. He provides specific steps to select and organize images, create a new collection, and utilize the book module in Lightroom Classic to design the book layout. This streamlined process saves time and effort in creating physical products for your clients.

Create a Lay-Flat Album:

Consider offering lay-flat albums, which provide a seamless viewing experience without the gutter typically found in traditional books. To create lay-flat albums, Jared recommends using Smart Albums and Blurb. This combination allows for a more premium product that your clients will appreciate.

Educate Your Clients on the Importance of Print:

It's crucial to educate your clients on the value and desirability of print products, albums, and printed photographs. Share samples of your work, take pictures of your print samples, and showcase them on social media and your website. This will help your clients understand the importance of print and increase their interest in purchasing your physical products.

Offer a Variety of Products:

In addition to books and albums, consider offering a range of other products such as canvas prints, metal prints, deep matte prints, and more. Explain the features and benefits of each product to your clients and provide clear descriptions and images on your website. This will help clients make informed decisions and increase their overall satisfaction.

By focusing on the value of physical products, incorporating them into the client experience, sharing about them across platforms, and utilizing efficient design tools, you can improve your product offerings and increase your sales as a wedding photographer.

Upsell

• Build a personal connection: Forming an emotional connection with your clients is key to a successful upsell. Meet with them before the wedding, ask questions about their special day, and keep the conversation focused on them. This will help you understand their needs and tailor your services accordingly.
• Educate your clients on the value of prints: Emphasise the importance of prints, albums, and other printed products from the very beginning. Share photos and videos of your beautiful print samples on social media and your website. Let your clients know that if they book you, they will receive an album or printed product.
• Shoot more: The more photos you take, the more you will have to sell. Capture family group shots, which are often treasured heirlooms, and be sure to get shots of all the guests. This increases the chances of additional print sales after the wedding.
• Target the couple's parents: Don't forget that the couple's parents are also potential customers. They may be interested in purchasing prints or albums, so be sure to include them in your sales strategy.
• Make it easy to buy: Use tools like an iPad with an email collection app to get guests excited about seeing the final images. Make it convenient for them to provide their contact information so you can follow up with sales offers.
• Create a sense of urgency: When promoting your photos to guests, create a sense of urgency to encourage purchases. For example, you could offer a limited-time discount or mention that the gallery will only be available for a certain period.

Frequently asked questions