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5 reasons wedding photographers should use Craigslist

June 25th 2010 4:25 PM

posting photography on craigslist

The common bond that most wedding photographers share is our humble beginnings. We didn’t buy an office and a client list as a dentist might do. Most of us weren’t lucky enough to inherit a family business. Nor did most of us build a client base, a reputation, and a network without a time of struggle. The duration of that struggle, however, varies from photographer to photographer with some seemingly stuck in it. Some are doing everything they can do to grow their business, while others are relying on luck, wishful thinking, and marketing tips that they learned from a 2 hour DVD.

You’ll probably never hear a photographer at conventions like WPPI giving speeches on Craigslist marketing. Actually scratch that, one photographer who we greatly respect is Robert Evans. During a presentation, Robert actually showed us his very first wedding he shot. He gave us a glimpse of the truth and where his humble beginnings started. The wedding looked so depressing that if every “aspiring professional photographer” saw it, 90% would probably reconsider their choice of profession. It is because of this reason that we so greatly admire Robert Evans. Because we know what it took to get where he is today as a celebrity photographer.

Truth is, showing these events and these humble beginnings simply isn’t sexy. Catering, or should i say, bargaining with budget couples isn’t considered “living the dream.” Instead, the majority of the industry has bought into a dream of $10K weddings and mailboxes overflowing with inquiries through marketing techniques catered to high end brides. It’s not that the photographers promoting these techniques are being unrealistic or telling anything other than the truth based on their experiences. Rather, I think the interpretation and application of these high end marketing theories, coupled with the “anyone can do it” sentiment that’s almost ubiquitous in the industry, have made some photographers unable or unwilling to hustle just a little bit. I’m not implying a lack of work ethic or devotion to their business. But I’m asking, are these people doing everything that they can to grow their business?

We all need to start somewhere and build up; and I think it’s important that we use all of the resources available to us, including free classifieds like Craigslist. There are important rules and tips to follow for creating effective posts dealing with the time of day to post, the content and titles of the post, the cities to post in, and the frequencies of your posts; and I will talk about creating effective Craigslist campaigns in another article. But for this article, I want to focus on convincing those photographers who are just starting their businesses that Craigslist, despite all that you may have heard, is a good resource to help grow your business. So here are 5 reasons wedding photographers should post on Craigslist.

1) Free Targeted Traffic – Almost everyone who clicks through to your post will be 1) looking for a wedding photographer and 2) located in your area (or an area you’re willing to travel to). This seems obvious, but contrast this with an advertisement in a magazine where brides, ex-brides, and wannabe brides are viewing your ad from locations all around the world. To reach such a target audience as the one you’ll reach through Craigslist is any marketer’s dream. And it’s free!

When our studio was posting, we were getting an average of 2 hits per post to our main website according to Google Analytics. Two potential clients for the 2 minutes of work for posting is a very good return on investment by anyone’s standards. Contrast that with a $3,500 ad we placed on a large national website where we received around 30 hits a month. Annualized, we probably paid just under a dollar per visit, mostly from brides in irrelevant locations around the nation.

2) Some Mid Range Budgets – While most couples who contacted us through Craigslist were on tight budgets, we had a few here and there who were ready to allocate a fair amount of money for their photography. With the right post, good photography, and good sales techniques, you could land a few $3k to $5k weddings here and there from clients who don’t see Craigslist as a place for budget brides but rather a website they are accustomed to visiting for finding local goods and services.

3) Low End Can Lead to High End – When we first started, we did plenty of 6+ hour weddings for $500 bucks. Ridiculous right? In actuality, I’m sure this is a common story for most wedding photographers. In our case, we treated them like $10K weddings, bringing out the whole team, trying advanced photography techniques, schmoozing with the clients, etc. Just because a bride has a $500 budget doesn’t mean all of her guests do. From one of these gigs, we booked our first high-end destination wedding.

4) Experience and Practice – You can second shoot forever and still not know how to deliver a consistent, high-quality wedding photography product. There’s nothing like learning through the pressure of posing your couple and getting the right shot when a wedding’s running late, getting a crisp shot of a first kiss in a dark chapel, or improvising when equipment seems to act up. Monetarily, these $500 dollar gigs might amount to little more than minimum wage after you factor in a 2 photog team, post production, sales time and delivery of the final product, but the experience is priceless.

5) Book Without Damaging Your Brand – With very good reason, many photographers fear that their presence on Craigslist will affect their overall brand image. For example, you might not want a Google search bringing up your website along with all of your Craigslist postings. Though this is a valid concern, there are certain ways to avoid the potential damage. For example, you don’t have to mention your studio name in the ad. Instead, you can say “click here to view our work” and link directly from the “click here” or link directly from the image collage you include in your post.

Conclusion: I’m not arguing that Craigslist postings will solve all of your problems, or that it’s all you need to be doing. Concurrently with posting on Craigslist, we were putting in a lot of time and effort building our web presence, networking with planners, florists, and other wedding professionals, and most importantly, learning new techniques and improving our skills in order to differentiate ourselves from others in the competitive market of Southern California. After some time, there was no longer a need to post; but I can’t imagine how much longer it would have taken to get our business to its current state without the hustle of posting on Craigslist.

As always, I would love to hear what you think in the comments!


Founding Partner of Lin and Jirsa Photography, LJP Studios and SLR Lounge.

Follow my updates on Facebook and my latest work on Instagram both under username @pyejirsa.

Comments [23]

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  1. Joseph Prusa

    I would not even look on CL for a photographer,but thats just me.

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  3. mbnative

    I would add, that the photographer of my niece’s wedding had essentially zero experience outside of shooting friends and family. She had an incredible eye and now has a great business. Just find a balance… More (images or gigs) is not better and can lead to burnout. Equipment doesn’t trump experience. Fundamentals and efficient skills can be taught, but some are born with talent. It’s a business, and the sooner you track hours (travel, meetings, editing, shooting) and the bottom line you will succeed where most fail…. leading to a viscious circle beginning with the point more is not better.

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  4. mbnative

    I did the CL circuit, the second shooter gig, and my share of solo weddings. After nearly one hundred weddings I gave up from complete burnout. There is soooo much more to this than being a photographer. I believe this is a reason for failure.

    My skills declined! My desire drained. Throughout the few years on this path, I saw less talented professional photographers excel because they were great with people and were efficient and detail focused during the formals. I saw talented photographers struggle with the management side of the business. In the end, the day of the photography during the wedding day was enjoyable and easy part!

    Recently, I’ve been roped into doing the wedding for a friend. Reluctantly agreed and have to admit the flame is flickering again. I wouldn’t change my path if I were to do it again. Moonlighting as a freelance photog for newspapers gave me a reason to shoot each week and enabled numerous marketing and portrait opportunities. It opened doors to second shooting opportunities which were invaluable!

    If anything, I would be far more selective in the CL brides and venues and not as desperate to do weddings for the sake of doing weddings. Don’t fall into the trap of “extra income” because the countless hours on the road, behind the computer etc… could have been spent doing more lucrative portrait sessions or just staying home and recharging the batteries with your family.

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  5. wedding limo

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  6. sam

    I booked one of my first weddings from Craiglist and the bride was really sweet. I think the whole point of being on Craiglist is that you’re starting out and want to get more experience and build your portfolio, it’s not so much about money, at least for me. Once you have a solid portfolio, you can then move up and target higher end brides.

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  7. Michael Yuen

    Good post, and I also agree with Pye’s comment. Sorry, would write more about why I agree/disagree, but time for bed :)

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  8. avital

    This is great! Thank you! Have you posted the article on creating effective Craigslist campaign?

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  9. Timothy

    I feared posting on craigslist.  However every time I post an ad I receive at least 1 call or e-mail.  Not to mention dozens of clicks to my site.  I may not book the small budget people, but I do get a fair amount of people who are willing to pay the normal amount.  My next goal it to market it for destination weddings.  The only problem is I generally get my posts remove if I market in a different location.  

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  10. Deirdre

    I am so happy to have seen this, thank you guys.

    I am primarily a portrait photographer with a background in photojournalism. I’ve been a second shooter in the days of film here on the East coast and on the West coast when we lived in L.A.

    While we were guests at a friend’s wedding in Santa Barbara, I took photos that some claimed were better than their photographer and thought that I should “go for it”. But I hesitated due to the fact that I had my then infant daughter at the time.

    Now I’m on the East coast again, my daughter will be in kindergarten, and I want to do smaller weddings. I have been weighing the pros and cons with Craigslist. I remember in L.A. the listings were crazy and saturated. Here, eh, it really depends on the time of the year. I just need to get more work in my wedding portfolio.

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  11. Sabine Leggs

    some genuinely excellent info , Gladiola I observed this.

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  12. Massachusetts Wedding Photographer

    I agree with a little of each of you, but let’s keep in mind that the point of this article is to discuss whether or not to use craigslist as an advertising source, as some of you are taking things to a whole new level based on your frustrations on price resistance from brides.

    The prices of other wedding photographers is between them and the bride, and its their own right to price their services as they feel that their services are worth. If you have confidence in your own portfolio, then you should have no worries about feeling as if other photographers may be under-bidding and devaluing wedding photography as a whole.

    There will always be other photographers out there much cheaper and much more expensive than we are. When Wal-Mart came around with their unbeatable prices they took out many other retail chains, but you don’t see the owners of the retail chains online complaining about Wal-Mart’s low prices putting them out of business… it’s just the way competition works and you either sink or swim.

    As for advertising on craigslist, I don’t see anything wrong with it, and I do it quite often myself. I don’t lower my prices or standards for anyone just because I have an ad on craigslist either. The way that I see it is that my prices are set in stone, if you like my portfolio and want the same quality / quantity for your wedding, then you will pay what everyone else does, otherwise I’m sorry I missed out on the opportunity to work with you.

    Keep in mind that advertising on craigslist is free, and not just is it free, but craigslist is a website with a high page rank, which means that if you write your ads carefully, you can plug in many keywords that you have been trying to get your website to show up for… you would be surprised to see that later in the day when you search google for the keywords you try to get your own website to show up for will turn up with your ad from craigslis. this means two things… for one, people will finally find you through the keywords you have wanted to show up in search results for, and for two by including links to your website within your name, especially anchor text links (linking your keyword phrases to your website) this in turn increases your link popularity for your website, which eventually gets you a higher page rank, and by linking the keyword phrases, this too gives you better ranking for these keywords so when your page rank goes up, your website will get closer to that #1 spot on google for that phrase, like “boston ma wedding photographers” which is one of mine, and finally after 2 years my website is # 12 in the results, and even higher with other phrases… and part of getting a high page rank was plugging links into keywords on websites like craigslist.

    So really there is no harm by advertising on craigslist. Its free, and if done correctly not only will people find you who frequent craigslist, but people will find you in google searches too for your favorite keywords.

    If anyone is interested, I’m offering a free link exchange on my wedding photography website at and I am also in the process of constructing a wedding directory & resource guide for the Massachusetts & New England area which is available online now during constructing with options for everyone to list in the directory right now, and also there are advertising opportunities for anyone with any business or website to advertise with a banner or text ad on any page of the website that you would like to, with available ad space… including the homepage. The wedding directory website is

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  13. alex

    Interesting comments, I agree with both sides of the issue. I am just starting out as a professional wedding photographer, so I am struggling with gaining clients, and my prices are lower than they should be. I know they are lower because I have been a photographer for 10 years and have a BFA in the art form. I waited to “officially” start my business until I finished my masters degree, which happened last week. Since I am such a photography snob, I spent a third of my entire wedding budget on my photographers. I interviewed so many people who wanted to overcharge me or undercharge me but did not know what an f/stop was or how to compose an image. It is tough trying to break into an industry where the training is not valued. It is rare to find a wedding photographer with a degree in photography. Other than free advertising, I am struggling with gaining clients. I am even advertising on a paid site for several thousand dollars to try to gain clients. Any advice? I think we all need to keep pushing the importance of photography as an art form, I do on a daily basis, but I am fortunate enough to also be a photography teacher.

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  14. Dianne

    Thank you for the article and the discussion input. Photography has been a hobby for me since my mom gave me her Brownie box camera (still in working condition!). I began to exhibit photos last year and have toyed with the idea of doing (gasp!) lower budget weddings to find out whether I have what it takes. Then I recently took photos of a cousin’s daughter’s wedding for fun and experience (staying out of the way of the pro she hired) and the shots turned out really well.

    This would be an ideal part-time job for me, and, frankly, I would not want to begin with $2000 weddings (or clients that want $2000 results for $500). I need time to build experience and confidence (and acquire better equipment). Free advertising on Craigslist? Definitely.

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  15. Chris Plante

    I found my wedding photographer on Craigslist. Ral and Danelle were just starting out. They were offering extremely low prices to attract clients. They charged us $600. The next year they were charging $4500, which was much more in line with the value of their product.

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  16. Judy

    1. Ensure you register and post ads from your registered account. Registered listings get 40% more views then anonymous postings. If you have a product that would work in multiple markets, register for each of those markets

    NOTE: How to search Craigslist multiple cities and categories:
    Use Google’s advanced search feature.
    a. To Search the whole craigslist for a specific keyword: keyword
    b. To search some specific cities: keyword

    2. Start your Craig’s List classified posting at Register for an account at Zeringo and click on Classifieds. Write your ad and use the copy feature to post it to your Craig’s List Accounts

    3. Different Ad Descriptions: You need to change the ad description each time to avoid “similar posting” error and staff deletion (popularly known as “ghosting”). Use image in the description or upload image during ad posting. Using an image increases response. With Zeringo, this is much easier as you can just copy your ad and post the new URL

    4. In order to be easily found, ensure you choose the most obvious category. Being clever or creative when choosing the category will just make the post harder to find.

    5. Pictures add a lot of value. Zeringo allows you to easily add multiple images to your posting

    6. When your product sells you will really be thankful that you used Zeringo for the posting. No longer will you continue to receive calls and inquiries after the sale. Zeringo will automatically mark the product sold so anyone who comes across your posting will quickly and easily see you accomplished your goal of selling your product

    Happy Selling and Best of Luck. Don’t forget to share your story with we like to share the good news

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  17. Mary Hurlbut

    Matt and Pye.
    I found both of your impute very helpful. Thanks!

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  18. Matthew Saville

    Yes, we need more communities like this that spread WISDOM and solid business tactics, not promises and hype. I thoroughly agree.

    And I have faith that in the long run, true value will prevail and the industry will right itself.


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  19. pye

    You do have a valid point Matt, there is a small percentage of clients that initially have a somewhat decent budget of around $3k – $4k that do end up going the cheaper route, whether it be with a studio that promises the world for that price, or just with an inexperienced new photog for only $1000.

    But, I think that percentage is only around 10% or less from what I have seen. However, without fail, about 1-2 times a month, we get a past potential client calling us saying, “Will you do a day after session for us, we went with another photographer and we are really unhappy with the wedding photos.”

    Regardless of if a client chooses us or another studio, we do our best to educate them on what to look for. However, we still get a couple of those calls every month, and they have to choke down our higher prices because now they learned their lesson the hard way.

    The whole purpose of SLR Lounge, and our studio philosophy is to “tell it how it is.” Will you be able to earn a decent income and support your family off of Craigslist business? Most likely not, but it is a great place to get some of those lower end weddings that you can earn your chops on, and occasionally you might just get a client with a larger budget as well.

    – Pye

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  20. Matthew Saville

    Pye, I thoroughly agree. There are many people out there achieving great fame, making it look easy, and then selling a promise to thousands of prosumers…

    Amateurs see the work of “famous” photographers, and a lot of it is strikingly simple in lighting, pose, composition, etc. Yes there are plenty of well-known photographers whose work IS stunning, but they usually are a bit less hyped up than the others who de-emphasize the importance of *photography* in favor of self-marketing and social media, etc…

    And you’re right, this prompts amateurs to jump in prematurely. They’ve owned a camera for just a few months, yet they offer their services for $1500 or so…and then totally let down clients by delivering mediocre or boring images.

    I would say that “the let down” situation is in fact more damaging to the industry than the $500 Craigslist situation. Because like you said, people who do business through Craigslist usually know what they’re getting, their expectations are pretty low, and 90% of the time they’re pleasantly surprised when the photographer delivers very decent images for just a few hundred bucks.

    However, I still think it’s not a good idea for *SO* many people to be doing this *SO* publicly. My fear is that most photographers simply won’t go about it the right way. And while yes, most brides with a $3K budget will indeed spend that much, my gut feeling is that there are also plenty who cheap out. I book 99% of the weddings I consult, but I’ve HEARD of plenty of moderately affluent people back out of $3-4K weddings in favor of hiring their friend who “just got into the business” for $1200 because they offered a huge package with unlimited coverage and an album etc.

    Don’t forget, we have the rest of society to factor in, too. Brides’ concept of their wedding, and how perfect it needs to be, greatly influences their budgetary decision process. They simply MUST have this cake, that dress, those shoes, etc…

    So my point is, because there are more and more couples out there telling their friends how they got decent images for cheap, …more and more couples will de-value professional photography.

    True, this is capitalism and we can do whatever we want. The music industry certainly experienced some HUGE changes in the past few decades, thanks to the internet and MP3′s. TONS of business was lost while the industry figured out how to adapt and survive… I suppose that’s just the way it is, and maybe the entire low-end photography industry is going to be consumed by “prosumers”. I do aspire to be able to survive and rise above, based on the quality of my images and service. But still, just like it was sad to see millions of people disrespect musicians by illegally downloading billions of dollars worth of music, …it’s sad for me to see so much industry potential get lost in the sea of prosumers naively offering impossibly large packages at impossibly low prices.

    So, if you decide to use Craigslist to get into business, just make sure you’re going about it the right way. I’ve talked to a few people who do this but are very tactful about it; they manage their client’s expectations, and implore their clients to spread the word that their friends REALLY should hire through personal recommendation, etc. etc…

    I have to admit, after having pondered this all morning, I do see both sides of the picture and honestly I’m very tempted to conduct an experiment on Craigslist and see what happens. ;-)

    Take care,

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  21. Pye

    Very interesting thoughts Matt. Though I think you might be putting the blame on the wrong group of people. This issue isn’t due to clients with $500 budgets, nor is it due to newly turned professional photogs. It is actually caused by us veterans in the industry. This comment is lengthy, but worthwhile, let me explain.

    If a consumer budgets $500 for his/her wedding photography, then that consumer doesn’t truly appreciate photography as an art form to begin with. Because they don’t value it much, they don’t want to pay much for it.

    Regardless of what you do to educate these consumers, you aren’t going to change their “opinion” regarding the craft. If someone doesn’t enjoy classical music, would you be able to guilt or educate them into buying a $1000 front row ticket to the Boston Symphony? Most likely not. Most likely that person’s affinity for classical ends with a $10 CD if that.

    Likewise, if someone wants a pristine Samsung 60″ LED TV that costs $4,000 (for example), but only has the budget for a $600 42″ Vizeo, then they are most likely stuck with the Vizeo. Unless they are like most American’s and enjoy loads of debt =).

    Bottom line is that you simply cannot change a person’s opinions and attitude quickly by trying to briefly educate or withhold services. In any case, they will find someone that is willing to do what they want for the price they want.

    On the other hand, clients that are willing to pay $3,000, $5,000, $10,000+ for their photography typically have a much greater understanding and appreciation for the art. These clients are often well educated, appreciate art forms, and often are even aspiring amateur photographers themselves. These clients are informed consumers and can easily distinguish a professional photographer from an amateur or “newly turned pro.” If these types of clients, with appropriate budgets can’t distinguish amateurs from pros, then it is your job to educate these clients as to why they need your services over someone cheaper.

    What truly damages the industry isn’t the clients looking for $500 photography, because due to budget reasons and lack of respect for the art form simply aren’t going to pay more than $500 regardless. What is damaging the industry are the “pipe dreams” that are being constantly fed to new or aspiring photographers by the top 1% of photographers in the world.

    Aspiring professionals, amateurs and hobbyists see and hear all the stories of these photographers with fairy tale weddings and $10,000 – 50,000 photography budgets and are wowed by the chance to “earning $500,000 a year” doing something so “fun and easy.” This is what lures so many people to our industry.

    Truth is, the median salary for a professional photographer in the United States is only $50,000. Truth is, it takes years and years of education and non-stop workaholic-like 60 hour weeks to get to even $100,000 of revenue. Truth is, if most people knew of what it takes to make it in this industry, they wouldn’t ever start to begin with.

    So, welcome all of these new photographers, they are our friends and colleagues. Second, you need to do the following:

    1) If you are worried about a photographer charging $500 taking your $3,000 clients, then you are not doing enough to distinguish your $3,000 product from their $500 product.

    2) Make sure you are marketing to the correct target audience. If you are looking for $5,000 weddings, you probably won’t find much luck on Craigslist, but if you are looking for smaller less pressured jobs to earn your chops, then Craigslist might be just the place for you.

    3) Help educate photographers regarding the reality of the industry. Help them understand the hard work and effort it takes to survive as a photographer. Help them make an educated decision on whether they want to do this for their career. Obviously, if you tell people they are going to earn a million bucks doing a dream job, everyone will want that dream job.

    4) If needed, educate clients that are IN YOUR TARGET MARKET regarding the differences between professional and “so-called” professional photographers. It is your job to sell them, and teach them to distinguish and sort through the crowd, because they are likely to listen. But, don’t waste your time trying to turn someones $500 budget into a $4,000 one. It just won’t happen.

    Hope this long book of an answer sheds some additional clarity, let me know what you all think =)

    – Pye

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  22. Chandler Photog

    Hey Matt:

    I would have to agree. There’re just too many people out there devaluing the profession with portfolios from one off weddings and engagement sessions. It’s making it very hard for brides (like my fiance) to filter through and find the true artists.

    However, at the same time, I do think that everyone has every right to market themselves however they see fit (as long as it’s ethical) and if that happens to be through CL, more power to em.

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  23. Matthew Saville

    2010/06/25 at 1:05 am

    I have to disagree.

    Yes, poor people will always get married. Yes, I’d like to see them get great photos of their wedding day.

    But the phenomenon of people buying a DSLR and in 3 months thinking they’re a professional, has consumed much more than just the dirt-poor market. Because EVERYBODY is sticking their name out there and offering to shoot for cheap, brides who CAN and SHOULD budget FAR MORE for their wedding photography are de-valuing professional photography as a whole, …so they can spend that $2,000 they “didn’t have” on their shoes / flowers / cake / limo ride etc. …All the stuff that, if not photographed properly, will fade within days and be poorly recorded for all eternity.

    I would argue that it’s not so much the bride & groom’s fault that they under-value professional photography. I mostly blame the hundreds or thousands of new photographers out there, in your zip code, advertising on Craigslist with their $500-$1000 complete packages. We are simply past the saturation point, and the presence of SO MANY of these photographers on Craigslist gives more and more people the impression that truly memorable, quality photos can come easily and cheaply.

    Again, let me be clear: There will always be low-budget weddings. I’m not disputing that. Shooting low-budget jobs is a great way to get started. Not everybody can shoot for a local high-end studio and go straight to $3000 for their first wedding. I shot my first few weddings for $500 or less, actually.

    What I’m trying to say is this: Photographers need to open their eyes to the magnitude of what is happening when *THOUSANDS* of others do the same exact thing, and this reaches the general public. If a couple begs you to shoot a complete package for just $900 and then you show up to that wedding and they’ve clearly spent $10,000+ on their venue, food, wardrobe, etc. etc. …congratulations, you just got taken for a ride. Not to mention, you just helped ANOTHER consumer de-value professional photography, permanently. In a few years they’re gonna come knocking for cheap maternity photos, cheap senior photos, cheap family photos, etc. etc… That bride is going to tell all her friends that she got decent/great wedding photos from Craigslist for just $900.

    Yes, I know the next client might be able to pay $1200. Slowly increasing your prices and growing your business is easy. The problem is that your “increase” to $1200 might have come from a bride who would have otherwise spent $2-4K, had public perception been different.

    …So while I endorse the practice of getting into business by following the five core ideas you outline above, I don’t think it’s wise to do so in a very public place like Craigslist. The more photographers who publicly post that they’ll shoot for cheap, (and burn a disc) …the more consumers will under-value professional photography in general.

    So yes- humble beginnings, with practice, can lead to greater success. But I ONLY encourage people to work so cheaply for close friends, whose budget they can be truly sure of. Otherwise, there’s just too great a risk of perpetuating what is already a bleak outlook for the low and middle markets.

    We as a society seem quick to jump on any opportunity to speed things up and achieve success as soon as possible, regardless of the side-effects. Call me old fashioned, but I try very hard to be aware and respectful of the industry I’m entering.

    Disclaimer: This is just my opinionated opinion. Also, I’ve only been in business for about 3 years, and I’m not filthy-rich successful, so take my advice at your own risk, and definitely with a grain of salt… ;-)


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