Marketing Byte 110: Why do photographers understate everything?



In 1956 an American computer scientist, Werner Buchholz coined the word “bytes”.  In trying to define what I want to do with this new series, “marketing bytes” is the perfect description. Along with other writers and educators in our industry we want to give you short concise concepts you can work on to build a stronger business in photography. 

Illustration Credit: © Welf Aaron –

I accept you’re all artists, but that’s still no excuse for you to ignore the use of adjectives when you’re describing your services. Seriously, most of you describe your products in a way that could put a rock to sleep! This is your business and NOBODY can provide the magic you do – you help people stop time, capture priceless memories and see all the emotion around them they normally might miss.

So let’s beef things up a little and go back to seventh grade English class – the one many of you cut!
Here are some examples:

You don’t provide a wedding album, but a hand-crafted, custom designed exclusive collection of unique memories.

Another approach – it’s not a wedding album but the first family heirloom of a new family.

If you offer paper proofs at your high end coverage, they’re not proofs, but deluxe first edition prints.

It’s not a mini-album or mother-in-law book, but a priceless collection of images documenting the most important day in the life of your children.

Here’s an example of how spicing up the description might sound with a photographer’s top level package.

Platinum Coverage

Our Platinum Wedding Coverage has been created to make sure you don’t miss
one single moment of your special day. It’s about capturing the love without the interruption!

A romantic engagement session anywhere you’d like us to be.

Two outstanding professional photographers on the day of your wedding.

Coverage starts with the excitement and anticipation captured at the rehearsal dinner
right through to the tear in Mom and Dad’s eyes as they watch the last dance.

On line hosting of an unlimited number of stunning images,
posted on line before you’re back from the honeymoon.

Two designer handcrafted all leather 50 page albums custom
designed to share with your grandchildren years into the future.

Two smaller family albums which are complete replicas of your final album,
capturing all the memories of your special unique day.

A complete set of deluxe first edition prints.

The two sentences that are highlighted in purple are just added frosting on the cake. I wanted to bring a little emotion into the mix. Every bride’s biggest fear is based on stories she’s heard about photographers taking so long on the traditional bridal portraits that the couple missed their own reception. Most of the time it’s an urban myth, but I thought I’d jump right in and address it. The second highlight hits on the emotion of the day.

I’m not suggesting you have to use what I’ve written here, I just want you to put a little more thought into what you write in your brochures and on your websites. Whether a wedding, an event, a family sitting or just a business head shot, nobody can provide the magic of a great professional photographer.

On a descriptive writing site for teachers I found the following:

“The primary purpose of descriptive writing is to describe a person, place or thing in such a way that a picture is formed in the reader’s mind. Capturing an event through descriptive writing involves paying close attention to the details by using all of your five senses.”

This is from a site helping teachers with their students. You don’t have to go back to school, just think about the advice above and the next time you’re trying to describe what your services are in writing, think about what you’re trying to say. You know how to capture a picture in your camera, now how about paying attention to the one you’re creating in your reader’s mind!

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