It started with a tweet. I can’t find the exact date and time, but it was a retweet posted by Paul O’Mahony, a good friend of mine and one of the sagest men I know.
Omaniblog Needing free photo? RT @mayhemstudios: Places to Find Photos http://tinyurl.com/dxgpl2
Well, free photography doesn’t fill the heart of a working pro with great glee. So I responded:
22.14 hrs, 1st December 2009: RogerOverall Am I obsolete? Free photography: RT @Omaniblog Needing free photo? RT @mayhemstudios: Places to Find Photos http://tinyurl.com/dxgpl2
Then I checked out the link and found something abhorrent to a professional photographer:
22.15 hrs, 1st December 2009: RogerOverall Re previous tweet: It gets worse. These people will do FREE commissioned photography. http://www.photorogue.com/
Free commissioned photography is sky-falling-down territory. Professional photographers are under enough strain as it is.
So how do you face up to a competitor who will shoot for free? In fact, how can any business respond effectively to such a threat?
I was in the Netherlands at the time with only intermittent internet access, so it was a day later when I saw Paul’s tweet that contained the key to everything:
22.29 hrs, 1st December 2009: Omaniblog @RogerOverall The thing I can’t get from a stock photograph is: conversation
Apparently “conversation” is a very old concept in business and somewhat passe. It does, after all, date back all the way to 2008. That’s practically Jurassic.
Nevertheless, it was new to me and it’s a phenomenally rich concept that gives everything I want to do with the business an overarching theme.
For instance, conversation is interaction.
Conversation is relationship building.
Conversation is responsive.
Conversation is revealing.
Conversation is door handles. (We’ll come back to that)
It’s all the things that make a client want to deal with you instead of somebody else.
An important aspect of the conversation is content and quality. What is it you want to say and how are you going to say it? My conversations with clients are more productive since I decided what it is that I want to tell them.
I’m a documentary photographer and I want to photograph my client’s wedding day, family, company in that vein.
With that simple ground rule set, it’s much easier to have a fruitful conversation with a prospective client. They know instantly whether I’m the right kind of photographer for them.
The conversation can move on to other aspects. I shoot produce a lot of black and white work. Is that what the client would like? We talk about that. We have an interaction going.
The real power of the concept of conversation, as I interpret it, is that you can apply it to things as seemingly insignificant as the door handles in the space were you receive clients. Are they pleasant to hold and turn? That simple interface between the client’s hand and the handle is part of the conversation with your business. If the door handle is uncomfortable, what does that say about your business? What is it contributing to the conversation between you and them to help build that relationship?
In the context of conversation, cheap and free photography don’t pose a threat to me. My clients are looking for a rich conversation. Stock is anonymous and sterile. Even the free commissioned photography is done by email: send a request, get a picture back that may or may not suit your needs. None of the human face-to-face that my clients are looking for.
As an aside, the concept of conversation suits something I’ve said before: I have no competition from other photographers. They can’t compete with my conversation, just like I can’t compete with theirs (if they even have conversation, which many don’t). If a client likes my conversation better, they will book me. If they prefer someone else’s, they won’t.
More to come in future posts on the topic of conversation…