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If you, me, and everyone else reading this post were jammed into a room at a networking event, I can almost guarantee you that 75% of the crowd’s introduction would go sorta like this…
“Hi! I’m so and so. I’m a photographer, and I shoot enter subject here.“
It’s when there’s hundreds of us all saying the same thing that the problem becomes grossly apparent. This is what we do, yes. But it’s no different than anyone else in this business and it’s not even a good way to articulate what we do.
After all, we’re not machines. We don’t produce the same results or experience. And, we don’t produce the same solution to the same problem.
With about 170,000 people reporting their career as “photographer” according to the US Census Bureau, how do you differentiate?
It’s really, really hard to figure out what you do differently than the pack. Businesses (not just photo businesses) struggle with this, sometimes for years before figuring it out. I’m about to give you a few huge shortcuts to help you figure it out much, much quicker.
How to figure out what you truly do in a flash.
If you and I were sitting down for coffee, it would be easier to walk you through this exercise. But since we’re not together, you’re going to have to trust me, and (warning!) you’re going to have to talk to yourself a bit.
If you don’t like talking to yourself or find that ineffective, find a supportive partner to practice with.
Before we begin, there are 3 rules:
RULE #1: You are not allowed to use the words “photography” or “photographer” as we do this exercise.
RULE #2: Keep going and don’t let yourself stop because you feel silly, stupid or like you’re not getting anywhere. The answer is there waiting to be discovered.
RULE #3: Be honest.
Okay, now we’re ready. Let’s do this.
STEP 1: Ask yourself the question, “what do I do?” and state the first answer that comes to mind (remember, you’re not allowed to use “photographer” or “photography”)
STEP 2: Ask yourself, “but what do you really do?” three times, each time stating an answer and challenging yourself to answer the same question again with a different answer each time.
STEP 3: Make sure your third and last statement polarizes your target audience a bit. If you feel like you may be trying to be everything to everyone, repeat step two again. Why? Because trying to be everything to everyone makes you special in nothing. And I know you’ve got some special awesomeness going on that the world ought to know about.
If you’ve gone through the above steps once, twice or if you’ve rinsed and repeated 100 times (go you!) you’re much closer to what you really do in your business.
Since we’re not having coffee, how do I know if my answer to “what do you do?” is right or wrong?
First, there is no right or wrong. Don’t you hate that? But I’ll give you a couple of hints and measures to tell if you’re close or not.
You are close to perfection, if:
- You believe it will engage someone emotionally and cause him or her to respond with “Really? Tell me more!”
- You have a hard time thinking of many photographers who can say the same thing (or who will have the guts to say the same thing).
- You’ve tested it out on a few people and it seems to raise some eyebrows or gain interest.
Free feedback from me!
I’m going to be monitoring the comments below, so please don’t be shy. Post your answer to the question, “What do you do?” and I’ll let you know my thoughts. Plus, you’ll get to see others and someone else’s idea might spark one of yours, too.
I love to reading your comments and look forward to giving you some more helpful hints in my comments back!
Angela Pointon is the founder of Steel Toe Images, which offers advice and inspiring motivation for photography business owners. She recently published her first book, The Art of a Photo Business, blogs at Steel Toe Images and posts to Facebook, G+, Pinterest and Twitter.
Comments on this entry are closed.
I showcase the lives of clients in all their daily beautiful mess.
Nice! I can picture the images without ever seeing one!
Thank you, Angela!
You are so welcome!
I am a professional blanket & basket transporter.
ahaha! perfect!
I capture human beauty
My first response was: “I help people feel beautiful”.
Then: “I capture exciting moments in time.”
Next: “I work with women – helping them to feel valued and beautiful by reflecting their light back to them in a captured moment.”
…this doesn’t feel right yet – and I want to attract women who will be adventurous, bold, brave and raw – just don’t have the right words yet.
Thank you for this exercise – you’ve got me thinking.
You’ve definitely got the ingredients of an interesting statement. Now, just to create the recipe of deliciousness! Good luck! Keep posting your thoughts and I’ll check back, Tania!
I desperately try to keep my head above water in an ever changing field that is constantly renewing it’s gene pool, while pretending that my stroke is somehow better or more creative, or worth more . . . yeah, that’s the honesty of it right there . . .
I capture the visual histories of new families.
I document important moments in people’s lives.
Hi Diana! How come? Why? I bet there is an emotional reason there that just needs to be looped in.
Great post, Angela! My first answer was “I document families.” My second was “I document families in a real way.” The third time was the winner – “I use my camera to document the beauty of the insignificant and provide tangible evidence of a life well lived.”
Nice work, Lea!
I am an interpersonal historian. Specializing in capturing the history of a person through digital imagery.
I am a creative business owner that provides personalized art for families in eastern Massachusetts.
Nice using your location! Good one!
I freeze moments…. And you receive the gift of everlasting memories
Me too.
Very good answer!
I help you capture priceless moments and turn them into treasures to last a lifetime. I give you the tools to remember the stories of your own traces of time and pass them on to future generations.
Nice work, Kitty!
I believe that the relationships with our loved ones are one of the most precious things in life. The moments spent with them are full of beauty. One of my favorite things is capturing an image that is overflowing with the character of that moment. Those images are magical and have have the power of transporting you back in time. I love reliving sweet memories through images!
I would love to have the opportunity to make your memories tangible so they can be remembered and enjoyed for a lifetime!
This is great. I would challenge you to go one step further and try adding a little bit of why you love capturing those images. What makes you feel rewarded, smile and happy that you do what you do?
“I help women regain an inner sense of confidence.”
I make people realize how beautiful they are by showing them how they look in my eyes.
I create priceless images of once in a life time moments, for both current and future generations.
Perfect topic, Angela! I’ve been trying to revamp my “About Me” section and its hard to leave out those two “key” words. In any case, here’s my take on this exercise:
I care deeply about preserving the essence of the moment: the first kiss, baby chubs, squeals, giggles, the warm embrace, you name it! I want to help you find the magic behind each passing moment and speak emotion into every image I deliver. By getting to know you and those you love through my lens, I then create an heirloom of memories that can be passed on from generation to generation. These photographs turn into stunning wall art; illustrating your unique framing story and the legacy you will leave behind.
Recently, I told a Starbucks patron about my profession. This was his response: “After the wedding, all you have left are the memories and photos in the album. That’s what is tangible. That is art.” This is why I do what I do.
Ooops! I meant to say “images” for both of the “p” related words. My mistake. Not as easy as it sounds, but a crucial exercise for our time. Thanks in advance for your thoughts.
Would love to see you weave in that Starbucks awesomeness in. There’s an emotional reason why you do what you do, as well. What you’ve written thus far is fabulous! The word “photographer” isn’t needed because you’ve, in fact, created a much richer and lively visual of what you do. Nice work!
Thanks, Angela! Am working on that this week. When the Starbucks encounter took place, I couldn’t help but smile on the inside. Can’t wait to use it in my description.
I provide people with a striking visual memory of the wonderful & amazing aspects of life, whether its the precious few weeks of life, the pride and joy of success of graduation, or the tearful union of two truly in love, I provide a story with my camera, truly concentrating on capturing true emotion not just images.
How does that sound? I currently run a family photography business for a little over a year now. I am also in the process of purchasing a 35 year old photo studio, with a great reputation
Beautifully done! Congrats on the really exciting business purchase, too!
I capture memories for families to cherish for a lifetime.
When a woman is in labor; advocate for her, encourage her and serve her. When her pain becomes intense I will document her strength. When she has her eyes closed, I will capture what she can’t see. When her eyes are focused on the baby she just birthed, I will show her how her husband looked at her. I will remind her how she cried and her hubby kissed her. My images will bring back a flood of memories of one of the happiest and most emotionally raw days of her life.
Accidentally deleted, “I” advocate…
Wow! I got chills when I read this and even teared up a tad. Awesome, awesome work!
Wow! Thanks!!!
I teared a bit, too, Meagan! That was fantastic!
I just cried!
I would love to have a photographer like you document my birth when it comes time! I just went to your website and couldn’t find where you’re from anywhere on it. WHERE are you?!
I love what you came up with, very powerful. Amazing words.
That’s beautiful Maegan! I discovered by accident that this is a route I would love to go (via my daughter’s labor and delivery and a subsequent winning image!) I’d sure love to connect with you to learn how you do the business end of this, given you really don’t know how long to expect to be at such an event!
I shoot houses!
That really raises some eyebrows! And always, always initiates a conversation .
I accompany pet lovers and their pets on an exciting play date in an effort to capture their unique personalities and the bond they share.
Aw, nice!
I find this a bit silly if I’m honest.
I AM a photographer after all, not an euphemism for it, and my work is what’s making me different (or not). And my work etic.
Should I feel ashamed or inadequate ’cause I’m not standing out as a photographer? Then I have a lot of work to do and none of it is remotely related to finding “a substitute title” to differentiate.
At the end of the day the best way of presenting yourself is by your own name, a name you should make for yourself. No one asks Ghionis, Bell, Chrisman or McNally what they are doing for a living and in the odd innstance they have to say it , they WILL say it straight.
Just my two cents…
Ok I challenge you to take this to step 2. I often meet people and they will say… “I’m a teacher” pause.
Ok step 2 “oh cool what grade or subjects do you teach?”
I think the idea of standing out is to find a specialty weather it’s a style, subject manner, experience.
Just because the above person was a teacher doesn’t mean he/she was just like “any other teacher” maybe kindergarten, high school, collage prof, special needs ect. They are all unique and require different qualifications and most of all provide a different service. I wouldn’t hire a kindergarten teacher to teach me college level math… Just my 2cents
Challenge accepted Melanie.
I’m Bogdan one of the very few… umm… dreamers… who thought almost 7 years ago wedding photography can actually feed a family of 3 with ease, who’s still in business…
Better?
Cheers!
I LOVE that I capture families just the way they are today:)
I showcase the connections between people so they can look back and remember how they felt and who they were in that moment.
Love it!
What I normally say is that “I bring stories to life” (cinematic films) and “I capture moments” (photography).
I celebrate every woman’s true beauty in images that capture her at her very best.
I’m an artist , my canvas is your walls and family archives, my media is digital imagery and my subject is YOU.
I create fun & capture sparkling personalities!
My mission statement on my business (when I finally start it)…
I think it’s to the point of being in the memory business, “To capture people’s memories & enhance them with what’s available, photos, video, slides, & music.” & to remind them as to why they were there & why they should remember. How’s that?
Excellent start, Robert!
I capture your special moments to share with others…
Great exercise
Okay, great exercise. What I learned is that I’m a digital artist and I create images that seem to be more real than life.
Cheers!
I am a memory capturer; I spend time with families, children and babies and document who they are as individuals and as a family unit at that moment in time. I capture them in the most powerful of ways – images to cherish and hold onto always. Everyone is captivating, I just show that to them! …is that weird?! Haha! Such a great exercise but I’m just not sure about how mine came out?!
It’s just missing one piece (and I’ve commented on a few others in the same way, so you’re definitely not alone). The statement is missing the reason why you do this. There has to be an emotional reason why you’re passionate about what you do. Add that, and you’ve definitely got something!
I came up with a couple distinct and concise ideas. One being “I freeze time” and the next being “I am your dream catcher”. Sounds silly now that I have wrote it out but dealing with weddings as the majority of my work that is what came to mind.
Nice, Heather! Keep working at it!
Great excercise. I always liked saying “Photographer,” but now I realize how generic (and boring) that is. Now I can say:
I produce artistic visual narratives of human lives by involving, interacting with, and encouraging subjects to creatively express their personalities, which I translate into still images, personalized uniquely to each clients’ desired purpose and taste.
Do you think the individuals’ involvement has the emotional connection to which you referred?
It’s a little to complex, in my opinion. As an added extra test, try re-stating it so that an 8 year old could understand it. When you remove some of those “big” words, I believe the true meaning of your statement will be brought forward more.
Thanks for this article, a great one to get us all thinking!
“It is my pleasure to follow each unique couple and document their love story as it unfolds. From getting engaged, to wedded bliss, to family life and beyond; I want to preserve the most precious memories you create, and capture these moments so you can treasure them for a lifetime!”
Nice, Judith!
I capture life’s precious moments!
“I pride myself in capturing your unique memories and true emotion throughout your journey of love. From your engagement session to wedding your love story is presented to you in detail through the form of photographic art!”
Just like some others, it is missing one key ingredient, which is “why” you do this. Try adding that piece and see what you can come up with!
I spend my time playing with kids. I let them run, explore, jump, play hide and seek, as well as get some cuddles, loves, and tickles from mom and dad. While they are playing, I take pictures to preserve this play time, so the parents and children can remember it forever….ok is there a way to make it sounds less child stalkerish?
This doesn’t sound stalkerish to me at all! Like it a lot!
Wow…I am in LOVE with this article. Thank you for this.
Yay! I am glad you loved it so much!
I shoot people
Admittedly, this is a little cheesy, so I’m still playing with it! Work in progress….
Taking the time to document fleeting moments of your life. One day, when they’re grown, you can look back at these images, letting the memories rain down on you and flood your heart with love.
I don’t think that’s cheesy at all. You clearly articulated why you shoot these images for parents. Nice work!
“I unzip Goddesses and promote women’s self-esteem by creating beautiful, sexy, portrait albums that any lover would die to receive!”
Wow! Nice work!!!
I keep men out of the doghouse! As a dude-oir portrait artist I help men surprise their sweetheart with very unique sexy portrait albums that she will treasure forever.
OMG I love it!
“I’m a Fractalfoto artist! I combine my 2 biggest passions by merging my photography and fractal art into unique art pieces that look absolutely stunning printed on metal!”
My answer:
“I surprise people by taking their pictures.”
(they never thought they could be that beautiful)
I like to show mommy (ands daddy) the beauty and innocence of their newborn child so that they can remember it when it has passed (and it passes so quickly).
Yes, yes it does. Nice work Lois!
What do I do?
I capture people’s lives and give them back as something tangible.
And that’s truly what it’s like!
I am a storyteller weaving together images rather than words to tell your personal tale.
I create a session, a vision I have in mind and capture it to be remembered by generations to come.
I recreate fairy tales where you’re the hero
Ooooh… interesting. I like it!!
Me too! Love your answer!
I like your article!
I celebrate life and relationships through my work. As a psychologist and a humanitarian and as a mother, I value human relationships and family bonds and from the first moment I started this passion business (when i was pregnant with my son) it was very clear in my mind that I want to make people happy, make them live a unique experience through the stages we go through together to prepare and shoot and select…etc
I v had broken families telling me what a great feeling this created into them and I v had mothers struggling with all kinds of difficulties tell me that they haven’t done something that beautiful and “healing” in a lot of time – I hear the word “healing” a lot and this is very satisfying and fulfilling to me .
I work a lot on my approach and many times extend the session without any extra fees just because I feel that they are in a stage of happiness –
Through my newborn target group I feel that I am freezing time and capturing memories in a glamorous way
Thank u for the thinking process I liked putting this in words
Christina – Chocolat Fine Art Photography
Really nice work, Christina! The word “healing” is really interesting and you should try playing with it a bit. Obviously it’s something you’re doing when you’re engaging with your clients, and clearly it’s something they value (and perhaps were seeking).
“I capture moments in time for families. Give them something they can treasure always.”
I prove to women that yes, they really ARE sexy.
We capture breathtaking moments in time and transform them into art.
Nice work! Love that!
We capture breathtaking moments in time and transform them into art.
Just put this as my job description on FB. Thanks!
I get to meet the most insanely happy people and allow them to entertain me with their love story. Sometimes we laugh, sometimes we cry. Several months down the line I get to hang out and crack some jokes with these folks again, meet their awesome family and closest friends; everyone dressed to the nines; all smiles, and for at least a moment, all eyes are on me. We then get to dance it up at a party, eat a little cake, and all the while create timeless pieces of art which awaken the thoughts of one of the most unforgettable days of these amazing people’s lives. What do you do for a living?
In the end all we have is our memories. Our photos help us remember those special times and people in our lives. I help provide people with lasting memories.
I want to add to my own comment lol that my “motto” right from the start has always been “Because they will never be the same tomorrow as they were today.”
I am a survivor of and a medic on the battle fields of the body wars, an archaeologist of beauty. i use my lens to create healing and transformation from the outside in for women of all ages, shapes and sizes. xo
WOW! This was a hard exercise but one I needed. Thanks for the great inspiration!
1. I capture fairies.
2. Well, okay, princess and warriors too.
3. I freeze a moment in the world of make-believe and turn it into fine art that will be treasured for decades.
That was a great excercise! Thank you!
I capture the essence of senior girls and help them to discover their bold, radiant beauty!
I am in the business of decorating your home, with your life…
I find your authentic self and the love that is evident in you and put it on display to inspire the world.
First. I am an Artist
Second – I help people look and feel good about themselves.
Third – I capture peoples’ Moments especially those that matters most to them
I’m an artist.
I make art. I capture memories. I create.
Hello, I have discovered that I am not merely a photographer; I am a “Recorder of Life.” Thanks.
Thanks so much for a great exercise! I have never thought to introduce my profession as anything other than a photographer… I can’t wait to use this the next time it comes up in a conversation
))
Here were my answers:
1. Capture Unique Personalities.
2. I accentuate one’s uniqueness.
3. I celebrate life by capturing each person’s unique spirit and individuality.
What do you think?
I help ordinary women embrace their sexuality, and look and feel like centerfolds.
I realize I’m really late to the party, but it took me this long to actually come up with something.
I’m a senior portrait photographer. I teach people to see their own beauty.