Understanding how to better connect with your clients is critical to the sustained success of your photography business and bridging the value-gap is an important piece of the jigsaw. 

This is our third and final part in a series of posts that will discuss exactly how you can do this. 

In our first post we discussed why clients might be asking for "just the digitals" and the irritating effect it tends to have on photographers. 

In the second part, we looked at why we need to embrace the change, shift our mindset about selling digital files, and how we might adapt our offerings so that we can bridge that value-gap. 

For this final part in the series, we will explore some examples of the best way to bridge this value-gap with your clients.

Understanding how to better connect with your clients is critical to the sustained success of your photography business and bridging the value-gap is an important piece of the jigsaw. 

This is part two in a series of posts that will discuss exactly how you can do this. 

In our previous post we discussed why clients might be asking for "just the digitals" and the irritating effect it tends to have on photographers. 

In this second part, we will look at why we need to embrace the change, shift our mindset about selling digital files, and how we might adapt our offerings so that we can bridge that value-gap. 

Understanding how to better connect with your clients is critical to the sustained success of your photography business and bridging the value-gap is an important piece of the jigsaw. 

This is part one in a series of posts that will discuss exactly how you can do this. In this first part, we will look at why clients ask for digital files.

Before we look at ways to combat the "digital only dilemma", let's analyse why consumers might be asking the question in the first place.

In my analysis, I tried to remain objective, and some of what I suggest might initially hurt some people but I strongly believe that as an industry we need to wake up and smell the coffee - quickly.

I believe that we as vendors have got it wrong, that established photographers have got it wrong, that our associations have got it wrong and, that many of those teaching photography have got it wrong.

Many of us collectively fail to understand what the consumer is actually saying when they ask “What do you charge for just digitals?"

What they are actually asking is “Can I buy the digitals too?”

​Why does the consumer want the digital files?
We live in the Digital Age. Most consumers nowadays use social media in some form or another. While they may still want to buy Folio Boxes, Wall Art, Albums and Prints from you, they also want a copy of the digital files to share on their timelines, or to show friends and family when they meet for coffee. Some people also want them for safekeeping in case anything ever happens their prints or indeed the photographer who created them.

In summary:

1. They want to share it on their social
2. They want to show them to family and friends
3. They want it for "safekeeping"

Why do we not actually hear what they are saying?

It's because we have been conditioned to see ‘Danger’ when the consumer asks for "Digitals Only". 

The biological human reaction when we anticipate ‘Danger’ is for our adrenaline to start rushing, which causes us to make irrational decisions around whether we ‘fight’ or ‘flee’ instead of trying to truly understand the question, and why our prospective client is asking it.

Let’s try to change our mindset as an industry from one of ‘Danger, Danger, Danger’ to one of ‘Opportunity, Opportunity, Opportunity’, not just to survive, but to prosper.

So how can you turn the desire for digital files from the consumer into an opportunity for your photography business?

Find out in the next post... stay tuned...

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