by Guest Contributor Veronica Gillas
I realize that there are drastically different opinions about this subject, but after a conversation I had recently with a client, it had to be written. Over the weekend, I saw a client whose newborn I photographed, and we sat down to proof the images from their son’s session. I see my clients in their homes to present their images to them, and we review their photographs, measure spaces and decide which of their portraits to hang on their walls. I bring Starbucks (of course) and some tasty treats and we make an afternoon of it.
While I was there, she mentioned that they had maternity photos taken, but none of them were up on the walls. When I prompted her as to why, she told me the photographer had given her a disc of images (which she had printed off at Costco) but she hadn’t had the time to put them up. They were still sitting in the envelope that they came home in.
Long ago and far away, I sold digital files. Clients could purchase the digital downloads and print away to their hearts content. What happened when I handed over the files though was a different story entirely. My art was not up on their walls, but instead ended up on social media sites like Facebook. My heart broke a little bit.
The creative side of me cringed after this revelation, but I realized that if I wanted to continue to offer a high-end service, I had to stop selling digitals and start selling what my clients wanted: tangible products.
It dawned on me that my custom service wasn’t so custom after all. I watched the trend towards clients only falling in love with a handful of their photos, but then not knowing what to do with them. As a result, print orders were small (or non-existant) and the client never ended up with amazing work in their home.
During my design consultations with clients, I started prompting them for what they intended to do with their images, and what they would like the focus of their session to be. This let me know exactly what I would be looking to suggest to them during proofing, and what their goals were for their session.
Why would I offer 25 digital files to a client who really only wants 3 large framed prints up on their wall and a Storybook Album of their entire session? I had not been listening to the needs of my clients, and it was doing myself, and them, a serious disservice. The truth is, that if you are only offering digital images, your clients are not getting any value for their investment and the chances of them returning to you are small.
If you’re not doing in-house proofing sessions, you need to start today. Bring a measuring tape, samples of albums, canvas, birth announcements and framed prints, the images and recommendations for your clients. Every single time I have recommended a collage, or been able to put an album sample in a client’s hand, they have purchased it.
Remember that you are the professional, and you are being hired to provide a highly customized service to the client that does not end after you have wrapped up the session and completed edits. Market yourself as a full service studio, post photographs of your finished products and encourage clients to send in images of their art on their walls for you to share with others. It might seem like a difficult leap to make but in the end, you and your clients will be better off (and happier) as a result.
I do lose clients to budget photographers who charge $250 for a session with a disc of images, but it is something that I am okay with, and you need to be okay with that too. My clients chose me because they value my work and the service I provide. Now they might not walk away with 25 digital images, but they do have stunning collages of framed (by me) portraits on their walls, customized birth announcements to send to family, framed gift prints for Grandparents and stunning Heirloom Albums to show off to friends. Your clients will be absolutely in love with their art, and in love with you, too. I guarantee that if you ask them, not a single one will miss “the disc”.
It is important to mention that while I no longer offer digitals, some of my Collections include the soft copy of their corresponding portrait. When I hand over these files to clients, I always suggest a print lab (usually Mpix, which is a consumer Division of their professional lab) to them where they can get better quality than budget outfits like Costco or Shutterfly.)
About the Author: I am a natural and studio light photographer based out of Portland, Oregon. I specialize in the portraiture of newborns, families and children. I love playing ring around the rosy with our 6-year-old, re-enacting the epic light saber battle between Darth and Luke with our 9-year-old, and napping with our 8-month-old.
I love digital files and would never purchase from a photographer who wouldn’t sell them. I personally love to create my own albums and art displays and couldn’t hand that over to anyone else. That being said I realize many people aren’t like me and would prefer someone else to do it for them. I think there should be options for everyone.
I would hate it if my photographer would only sell me prints or books. I want those files! I want to be able to change my mind and put up a new photo in five years. I want to be able to share it with friends far away who will never step foot inside my home.
And I realize that most people don’t have a favorites list of print shops like I do, but I want the option of splitting up my orders to places I know will handle each type of order best.
I love that you do the ordering session in the client’s home and just “make an afternoon of it”! It sounds so easy and comfortable. I don’t think that I could stop offering digitals, but I understand what you’re saying. I honestly feel there’s room for people to do as they wish with their photography – because as you said – you have to be okay with losing clients to those who are offering what you are not. We all have our own perspective and offer different value, anyway. Enjoyed the read!
I polled some clients, they said that that they had done both and preferred having the digital files as now that years had gone by they wished they had a different size of the image and since it had been 5 years or so they couldn’t do anything about it…. 2 sides to every story
I am a pro tog, and offer the choice of print ordering through me or digital files or both. I have found that before I began offering digital images, and required all prints to be ordered through me, NO ONE ordered prints. I made hardly any money at all. I began selling the digitals a couple years ago, and business has been so much better. Plus, when I go into friends’/clients’ homes, I see my work hanging all over the place. I understand your points, but I don’t think they ring true for every circumstance.
I think the title would be better as “Why you may want to stop selling digital files.” Not every client is the same. Not that there is anything wrong with those that do, but not everyone wants giant framed photo art of their family hanging in their home. This could be for many reasons, design, money, or others. Although I think prints have a place, so do digital images. We just have to be careful and understand that everyone is different and some people prefer different options. That being said, I’m glad you have found clients that appreciate the same product that you do.
Thank you for writing this! Just for some context I have been a full time single income photographer for the last several years. And I own and created H.H. Boogie so I LOVE the tangible. But I think that we don’t have to choose. I think there is a way to be thoughtful and purposeful in supplying our clients with the best experience regardless of what that includes. But I think we can grow beyond the “prints vs digital” debate. Thanks again!
Sincerely,
Jeremy Kester
Thanks for the great article! Very Informative and thought provoking!
As a wedding photographer I feel like I’d loose probably 50% of my bookings if I didn’t offer digital as part of my package offerings…I know we’re talking different catagories of photography. But…..Almost all of my competitors offer digi files….talk me out of selling them and what to say to brides and grooms…..
Nice article but why not sell both. As an international wedding photographer we sell everything. When potentials come to our studio my walls are loaded with artwork and my tables are covered in Photo albums. I give them all of the digital files but they will not be able to duplicate our albums as we custom design each layout for every wedding we do. Also if they need to crop their own photos they may not understand the rules of composition and won’t understand why they are not getting the same feel from the images. we explain this to each and every prospect that walks in the door. more than 75% of our customers buy products from us!
I offer digital files to purchase, but the client must purchase a minimum print order before they can purchase digital files so that I know that they at least have 1) tangible items to display and 2) professionally printed items to show off. I am the type of client that would want my digital files so that I can do lots of things to them, so I understand offering digital files. But I don’t like the whole shoot and burn scenario. I prefer for people to have some nice prints while they also share the photos online, like Facebook, etc. I guess it depends on who your target market it.