7 MISTAKES PHOTOGRAPHERS MAKE

by photographer KT Merry + editor/stylist Carrie Goldberg

When taking the leap from mainstream photography to luxury

market, there are common pitfalls many fall prey to. We’re sharing what we’ve seen, heard,
and learned from with you. These are the the common mistakes most photographers
make—don’t let them happen to you.

1. Showing work you don’t want to shoot.

We know you’ve heard it before, but it bears repeating. Your portfolio should be curated
for the job you want. Show the work you want more of.

This can be hard when you are starting out and don’t have a portfolio bursting with your
dream projects. If that’s the case, edit: Less is more. Make strategic decisions to build
a portfolio that reflects what you want to shoot in the future, and will attract the client,
planner or budget you’re after.

Choosing select photographs that reflect the style of work you want to be shooting from
your past projects rather than presenting full galleries is a short-term solution as you build
up your portfolio with work you know will attract your ideal clientele.

2. Not coming from a place of value.

It might sound harsh, but offering a photographer you admire or a planner you want to
work with a cup of coffee to ‘pick their brain’ isn’t bringing any true value to the table.

In fact, it’s doing the opposite, distracting them from their important work. Reconsider
your approach; be respectful and mindful of people’s time, schedules, and true needs.
Perhaps offer headshots, family photos, offer to assist, carry a photographer’s bags, or
even unique skill that you have for free. Offer to give, give, and give again before asking for
anything in return.

@ktmerry | @carrielauren
3. Confusing money (or the word “luxury”) with value.
If your desire is to be considered a luxury photographer, don’t add a zero to the end of
your current pricing and wait for clients to come knocking. Start by evaluating your true
value and what you bring to each project. Be honest with yourself about your level of
experience and your point of difference. Spend less time focusing on what you charge and
more time on specifically what you bring to each and every wedding, shoot, or moment
with a client. Charge what you deserve to make for your skillset and time, not only what
you think makes you competitive.

4. Ignoring your point of difference.

We’re at a pivotal moment in the industry: the client is more aware, educated, and spoiled
for choice. There are more working photographers than ever before. The risk of
photographers shooting in the same style, clients requesting work that isn’t authentic to
the photographer they’ve hired, and imitation has lead to some styles becoming
oversaturated in the market. Brides have more options than ever before.

So, what do you bring to the table? What do you do well that stands out? If you’re not
sure, start asking questions of your past clients, colleagues, and peers. Listen to the words
they use to describe your value and experience, and take note. Remember, value and price
should rise simultaneously for long term growth and sustainability.

5. Assuming all luxury clients are the same.

There are degrees of delivering a luxury experience to a client, and not all luxury is created
equal. Learn how to brand your form of luxury.

Consider some key luxury brands we all know, invest in, follow, and love. They are all well
established in the luxury space and serve their own unique tribes a brand-specific experi-
ence. For instance, think of Apple, Vera Wang, and Tiffany & Co. While Apple’s die-hard
followers (raising our hands here!) might differ from those of Tiffany + Co, both brands
are still serving a unique customer base in the luxury space. Your form of a luxury experi-
ence and brand shouldn’t look like someone else’s. Define what you offer, who you serve,
what value you bring to them and then deliver the very best. To some, one form of luxury
doesn’t feel “elegant” enough; another’s luxury event may appear over-the-top or “try-
hard” to some.

Know your place in the luxury market. The word “luxury” is not a synonym for
“expensive,” nor is it a synonym for true value.

@ktmerry | @carrielauren
6. Relying on a planner, a stylist, or your client.
Many photographers dream of the day when they finally get to work with a luxury planner
or stylist and have beauty laid out before them. Sure, working with elite planners offers
you (the photographer) an opportunity to capture elevated beauty and details, but the
stakes, the responsibility, and stress levels rise proportionally.

Don’t rely on the planner to tee everything up for you, they are far busier than you prob-
ably know. Do your homework, be helpful, and always be positive. Be a problem solver
and a crisis manager, as well as a calming force. Leave your nervous energy, complaining,
and negative vibes at home. Remember that it’s not the planner’s job to help you do yours.
While many are incredibly professional, kind, and see the value in a photographer’s job be-
ing easier, don’t assume this is their responsibility. Be grateful for any support you receive.

Lastly, make the effort to perfect and style your shots. If your surface isn’t ideal for an invi-
tation, get resourceful; if a bride’s strap, train, or hair needs to be put back in place, step in.
Don’t overstep, but you don’t back look at your images with regret, either. It’s not anyone
else’s job to perfect your images but you.

7. Forgetting what it’s all about.

Sometimes we all need a friendly reminder to straighten up. After a few years of shooting
weddings and a few hundred events under your belt, it’s easy to get comfortable.

Maybe it’s dressing a bit more comfortably, checking your phone too often, chatting up
other vendors, or grabbing a drink at the bar. If each wedding you shoot was the interview
for your next, how might you approach things differently? Would you stand a bit straight-
er, be a bit more helpful and have a bit more energy? Don’t be a passive team member - be
helpful. Discretion is key. The most luxurious vendors are the ones who are happy to be
there. Remember how hard you worked to get to each and every job and approach every-
thing with 110% effort.

As photographers we sometimes get caught up in the images we’re producing and forget
that the day’s purpose goes far beyond creating beautiful work. While creating stunning
photos is certainly our priority, the experience of the couple, their family, and friends
should carry equal weight. Approach each and every event with a kind heart and empa-
thize with your clients when things are stressful or not ideal. There are times when you
need to put your camera down and carry a dress, tie a bow tie, straighten a chair, or help a
guest.
xx, KT + Carrie
@ktmerry | @carrielauren