Photography Business Interview: Sean Low – Mindset, Trust & Value
Summary: "Photography Business Interview: Sean Low – Mindset, Trust & Value"
The business of being a professional photographer begins with the fundamental principles of mindset, trust and value. Unfortunately, this is a sadly-neglected area of the photography business, yet it has the most impact on the overall success or failure of the photography studio. I was very privileged to speak with Sean Low, founder of The Business of Being Creative, and am thrilled to share our interview here for you...
The business of being creative, and coaching photographers on how to be a professional photographer is definitely something I’m very passionate about, so it’s always exciting for me to find others who are just as dedicated to the business and marketing of photography.
Sean Low, founder of the appropriately-titled “The Business Of Being Creative“ is one of those individuals that I’ve been privileged to encounter, and I’m proud to present a short interview with him that we recorded recently.
For many professional photographers, the fundamental ideas of mindset can seem like an alien place...
In our 38 minute chat, we talked about the importance of three of the basic factors that influence the success of a professional photographer in their business…
Mindset, Trust & Value In Photography Business
Both Sean and I are heavily focused on the issues that form the fundamental foundation upon which creative businesses, such as photography studios, are built. Since any business is the ultimate product of the owner’s way of thinking, we share the belief that professional creatives need to develop a better understanding of how their “inner game” directly affects the results they experience in their “outer game“.
Mindset
Our internal mindset is the single most important element when it comes to success or failure in business. How we approach our business, the inner beliefs and value systems we adhere to around money and success, and our attitude to our own artistry and the art we produce, combine to produce an incredibly complex landscape.
There are so many variables at play in this grand equation, so many possibilities, that it’s no wonder there’s so much variation between success and failure.
But, it all starts with one thing – knowing WHY you do what you do.
Trust
In the digital age, the value of trust between the client and a business is making a big comeback. With the advent of social media, and the overwhelming weight of peer-to-peer recommendations, it’s imperative that photographers create and foster relationships with their clients based upon trust.
As Sean points out in our interview, photographers are selling trust above all else, and that trust is as real as the air your breathe. We see the word “authentic” being used a lot these days, and I am a firm believer in it, but it’s important to realize that trust is a natural by-product of being authentic and genuine.
Sean goes on to say that trust has four basic components:
- Emotional connection
- Communication
- The relationship
- Respect for your art and creativity
In the end, trust earns you the right to be paid for your artistry.
Value
The concept of “value” means different things to different photographers, but in this case we’re using the term in the sense of how your client perceives the art and photography you create for them, and how you yourself see it.
Too many photographers are simply scared to ask for the fees they know they need to charge. The problem here goes back to the issue of mindset, but is also attached to their own ideas of how they think they should price their work, based on what everyone else is doing.
For example, the excuse of “I’m new to the photography business” is often used to justify charging low rates, when really it’s the talent and skill that’s most important.
Another one I hear too often is, “There are other photographers in my area who are better than me!” This statement doesn’t really make sense, because who can say what “better” really means? The only time I would use the word “better” would be to say that one photographer is better suited to serving a given client than another might be.
As Sean puts it during our interview, you need to understand what your artistry is worth, and you must separate the objective and subjective components of your pricing. As an example, a print might have an objective cost of $10 from the lab in terms of paper, but a subjective value many times that in the mind of the buyer.
When it all boils down the simple truth is this:
If you can’t charge what you need, then why are you in business?
Listen To A Preview Of Our Interview
Since you’re not a Zenologue Insider member (or you are, but forgot to log in), you can listen to a preview of our interview below:
Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.
Members have access to the full interview and the MP3 download to listen to offline. Click Here for information on how to join.
Listen To The Interview: Option 1 – With Slides
[This content is reserved for Zenologue Insiders, Photo Business Secrets - see the Membership Info page to learn more]
Option 2: Full Audio-Only Version
[This content is reserved for Zenologue Insiders, Photo Business Secrets - see the Membership Info page to learn more]
MP3 Download Instructions:
[This content is reserved for Zenologue Insiders, Photo Business Secrets - see the Membership Info page to learn more]
Thoughts, Comments and Questions
What’s your reaction to the ideas we talked about during this interview on the business of running a photography studio? Do you agree or disagree with any of the concepts? Either way, we’d love to hear from you, so don’t be shy – leave a comment below.
About Our Speaker: Sean Low
Sean Low - Founder of The Business Of Being Creative
Everyone should be creative. Whatever your art is, it should invigorate you and bring you joy. And if it happens to be your business, it should bring you the money you need to keep being creative.
Sean is the Founder and President of The Business of Being Creative LLC. The Business of Being Creative provides practical business advice to those in the business of being creative. Prior to starting The Business of Being Creative, he enjoyed (and still enjoys) long-term consulting relationships with several creative businesses and was the President of Preston Bailey Design, Inc., representing Preston in all of his business endeavors throughout the world from September 2003 until July 2009.
He has a law degree from the University of Pennsylvania and his business experience ranges from law, investment banking, financial executive to small business owner.
Through his work with Preston and other creative clients over the last six years – Vicente Wolf, Style Me Pretty, Marcy Blum, Michelle Rago, Christian Oth and Sylvia Weinstock to name a few – Sean discovered his own creative passion: thinking about creative businesses – how they run, how to make them run better, helping them know who they are and then be the best at what they do. Sean’s take on the key to success is: I have the ability to help artists build their businesses in a way that most honors the art that is behind them.”
You can learn more about Sean Low and his consulting work at The Business of Being Creative.
Connect With The Photography Coach On Google+
Connect with the author, Nigel Merrick, on Google+
View our official Google+ page at: Photography Business and Marketing Google+ Page
Recent Comments