Chapter 1: Wedding Photography Overview

What it takes

Wedding photography is a tough business, and make no mistake, it is a business. Weddings happen every weekend and many weekdays all year long, and the one thing that all the couples need is a good wedding photographer to capture this joyous occasion. Your passion for photography may have led you to this industry, but there is a lot more to being a successful wedding photographer than just taking great photos. You need to be able to find a balance between the creative and the business aspects, and learn how to meet clients and make sure that you understand their expectations. It is also important to be prepared to cover the wedding day itself (see Figures 1-1 and 1-2) and deliver the final products to the clients in a timely manner. So if you are ready, it’s time to look at what it takes to be a successful wedding photographer.

Your clients are expecting you to capture the day with the same dedication that they have to their wedding. They don’t care that you might be shooting a wedding the weekend before or after, or that you have other clients who need your attention, so finding a balance that keeps everyone happy is important and necessary for you to survive in this industry.

Finding a balance

Many photographers and artists believe that in order to be successful, you only have to possess talent and creativity. While talent and creativity are crucial (see 1-3), they are only half of the picture. One of the most difficult things to do is to find a good balance between the photographing of a wedding and the business side of being a wedding photographer. But like all things in life, there has to be a balance in your business for it to thrive. Focus on one side of the business at a detriment to the other, and things will fall apart.

As much as you love spending time on your craft of photography, you need to give yourself time to take a break and to get involved in other activities to improve yourself as a photographer. Your time has to be divided so that you can focus on growing your business, doing client consultation, honing your craft, working on your creativity, handling the postproduction of the wedding images, and marketing your business. You also need to find a balance between your work, family, and social life. Because many weddings fall on the weekends, it can really impact the family life of the wedding photographer. The key is to plan ahead and make sure that you can juggle these things without making too many sacrifices. It sounds impossible but it can be done with careful planning. Shooting multiple weddings on the same weekend, or generally overloading your schedule, will cause you to burn out and worse, can cause your attention to wander from what you are doing. Not being fully focused on the current job, but instead thinking of the next or last job, will result in a half-hearted performance and a delayed response to your clients and delivery dates — which means that you are not serving your customers to the full extent of your ability. Plan to take some time off or spread the jobs out as much as you can to make sure you give the clients your best work as in Figure 1-4.

Time management

There never seems to be enough time to get everything done. To be a successful wedding photographer, you need to divide your time wisely, because taking the actual photos is just a small part, granted a very important part, of the business. Using a calendar (or a time-management tool or software) is essential so that you keep your commitments in order, not only in general but also for the actual wedding day.

Some of the things to plan for include:

• Photographing the wedding. The most obvious and important thing to plan is the actual time needed on the wedding day for shooting. You need to make sure that you schedule enough time to capture all the shots you need to, including the details (as in Figure 1-5). Make an effort to plan this out with your couple. Most of your clients are more than happy to listen to your suggestions when planning their day.

• Post-processing. Post-processing is important and can take more time than you think. Make sure you schedule enough time so that you can do the best job possible. Many photographers do not take this factor into consideration when coming up with pricing for their photography service. Many clients also do not realize the amount of time you spend making their photos look perfect, like with Figure 1-6, which needed to be slightly cropped. All of this takes time, and it is important to educate them so they understand what the prices for your services cover.

• Client meetings. Client meetings are very important and can set the tone for the whole client/photographer relationship. Make sure that you schedule enough time to get to know the clients. This is a good way to determine whether you are a good fit with them. Give them your full attention and listen to what their needs are. The better you understand them, the better job you will do on their wedding day.

• Engagement shoots. These can be a lot of fun and a lot of work all at the same time. They can also take a lot of time and need to be planned well in advance so that the images are given to the couple well before the wedding.

• Travel. I shoot weddings all over the world, and it is key to plan all the travel needed well in advance. You need to factor in your time and travel budget accordingly into your proposal. Also plan to arrive a day or two earlier. It gives you time to settle in and scout out the location, because arriving late or tired can be disastrous!

• Rehearsal dinner. Many times photographing at the rehearsal dinner can result in some great photos but more important, it can create a bond between you and the clients that makes shooting the wedding easier. Keep in mind that your client’s dear friends and close family members will be at this event. Getting to know who they are will help you focus on them when photographing the wedding.

• Continuing education/training. It is important to set aside time to work on improving your skills by attending workshops or other training. (Even reading a good book on wedding photography once in a while is a good idea.)

• Free time/family. Make sure you schedule yourself some time off. Find hobbies that help you take your mind off work. Believe it or not, this is very important for boosting your morale, and it makes you a better photographer.

Creativity versus business

A successful wedding photographer has to walk a tightrope when it comes to dealing with the creative and business sides of the job. To be successful, you can’t ignore either side and need to balance them out evenly. Many people get into photography in general because they are creative and want to create great images like the use of light and repeating patterns in figure 1-7, and there is nothing wrong with this. But unless you have a business manager who takes care of the business side for you, you need to spend time growing and improving your business.

For example, if you take a photography workshop, balance it out by taking a business course. Check out your local community college, where you will find a variety of great business courses. Being the most creative wedding photographer without any clients is not a good business plan, and at the same time, if you put all your efforts toward the business side, the lack of creativity makes the job boring, and chances are you won’t have many clients either.

Part of the business side of photography is dealing with other photographers and vendors, not just your clients. Attend social networking events and meet-ups, or even take the photographers or vendors out for lunch or coffee to find out what their needs are. If I work with other photographers at a wedding, I always make sure to provide them with images from the event so that they can use them to promote their business. Spending time to network with other photographers is also important. You can refer couples to them when you are already booked, and hopefully they do the same for you. You can also partner with other photographers as a second shooter, which is especially useful when you are starting out. I photographed the couple in Figure 1-8 when I was a second shooter at a wedding.

Building relationships with vendors, especially those that supply prints or wedding albums, can really help you create complete wedding packages with a wide variety of products. Spend some time talking to the customer reps for products you might want to offer so that you can be knowledgeable when offering services to your clients. Attending big conventions such as WPPI (Wedding and Portrait Photographer International), Imaging USA, or PhotoPlus Expo is a great way to meet and connect with numerous vendors that you might want to build relationships with. The basic idea is to continue to improve your photography as well as your business at the same time.

Meeting the clients

When starting out, your clients might be friends, friends of friends, or even family members. As you grow your business, clients will come to you from a wide variety of sources: word of mouth, Internet searches, referrals from clients, responses to advertising, and networking. Regardless of where the leads come from, you have to market yourself to be attractive to them.

First impressions

Everyone knows that making a good first impression is important. What might not be so obvious is that you are making this first impression often times unknowingly. The following are all examples of when you might be making a first impression.

• While working. For example, guests sitting at the wedding you are photographing might be looking for their own wedding photographer. As a potential client, they are watching your performance. (There have been many times where the guests approached me at the end of the day to inquire about my services because they were pleased with the way I conducted myself on that day.)

• Web site. The wedding guests or friends might hear of you and decide to do an Internet search. These days, potential clients can read customer reviews about your performances on Web sites such as Yelp. That is why it is of the utmost importance to have a good Web site, professional marketing materials, a professional appearance, a good personality, and a great attitude. These are all factors when it comes to attracting your clients.

• Appearance. The idea that you should dress for success is important, both when you are meeting the clients for the first time and when shooting their wedding, as you can see from Figures 1-9 and 1-10. If you show up dressed casually, you are sending a casual message; if you show up dressed well, the clients will know that you are serious about what you do and that you are taking them seriously. This also goes for your appearance when you are shooting the actual wedding because every guest is a potential client or referral.

Building a relationship with your clients is essential to being a great wedding photographer. It starts with the first meeting and continues long after the happy couple has their images. Keep in mind that many of your past clients are the ones to bring you your new clients.

Realistic expectations

It would be nice to think that you will book every prospective client who inquires about your services. However, it is important to know and accept that this will not happen (nor should you attempt to).

When you meet with prospective clients, they are trying to see if you are able to meet their needs and be the wedding photographer they want to capture their special day. This works both ways, and you should use that first meeting with them to see if the clients are a good fit for the way you work. It is much better to realize up front that for some reason the relationship just isn’t going to work and that the couple should find a photographer better-suited for their needs.

Determining if the client-photographer relationship is a good fit starts with listening to the clients’ needs and communicating what it is that you provide for them. If your shooting style is photojournalistic, and the clients want old-fashioned classic-looking images, you are probably not the right photographer for the job. If they are looking for vibrant colors and you tend to shoot in black and white, then they will not be happy with the final product. On the other hand, if the clients have already checked out your Web site or seen your work because you shot a friend’s or family member’s wedding, chances are they already love your work and want to find out if you are available on their date. The key is to effectively communicate to them what you provide by discussing your style and showing them through your portfolio.

The importance of client communication

Honesty is very important when it comes to the client- photographer relationship. You need to listen to what your clients want and then tell them what it is you do. As the wedding photographer, you job is to fill a particular need and fill it to the best of your ability. If they want a service that you can’t provide, make sure they know that up front, or their disappointment when you don’t deliver the service they expected can damage the relationship and is likely to cost you work in the future with lost referrals. Use examples of your work to show what it is you do and to give the prospective clients an idea of your skill and style. If they are getting married in a church, show images that they can relate to, like Figure 1-11, so that they can see themselves in your work.

Ask the clients for a list of what they are requesting and work together to determine if it is possible for you to address everything on it. This includes the events you will cover, the times you are expected to be there, and what type of products they can receive after the wedding. It will also cover the use of second photographers or assistants, travel costs, and any other factors involved in photographing the wedding. It is a very good idea to be as specific as possible and to write these things into a contract, because this is business after all. Even if the clients are friends or family, they are also now clients, and a contract is not only professional, but also it specifies what they expect and what services you are being hired to provide.

Covering the day

The big day is here and the pressure is on, because when it comes to shooting a wedding, there are no second chances. No one is going to stop the ceremony or hold up the processional if you put the wrong lens on the camera. There is only one chance to get it right. Having a detailed timeline and the proper preparation are critical in having the day go smoothly. Covering the wedding day can start way before the ceremony and includes a lot of special moments and some that are made special because you recorded them, like the bride on her way to the ceremony in Figure 1-12. Making sure that you are in position for that type of shot takes planning that wouldn’t be possible without knowing the timeline of the day.

Timeline

Knowing the wedding timeline enables you to plan when to take the required shots. The more complete the timeline and schedule are, the easier it is to make sure you cover everything. Here is a typical timeline for wedding photography:

• Bride getting ready

• Groom getting ready

• Bride photos with her family

• Bridal party photos

• Groom photos with his family

• Groomsmen

• Bride and groom photos

• The processional

• The vows

• Ring exchange

• First kiss

• Couple walking down the aisle

• Reception details

• Family photos

• Random shots of the guests posing together (“grab and grin photos”)

• Entrance of the newlyweds

• First dance

• Toasts

• Cake cutting

• Candids

The wedding timeline is, at best, a guideline because no matter how hard you try, there will be times when things run late or ahead of schedule and the timeline needs to be adjusted. Just remember to be flexible, and when things go off track, you need to be able to adjust on the fly. Be prepared to wear different hats that day.

At times it will seem that you are not just the couple’s wedding photographer but the wedding planner as well, because it is up to you to make sure you work efficiently and not slow or stall the wedding by taking too long with the images. As you are also responsible for capturing those special moments at the wedding like the toast and cake cutting, it is important that you are helping to make sure everything stays on track. However, at the end of the day, the photos will live on a lot longer than the relationship the couple had with the wedding coordinator.

Preparations

The Scout Motto is “Be Prepared,” but it should be the wedding photographer’s motto as well. Weddings move fast, and there is little wasted time, so you need to be prepared for every situation before it happens. Part of this is having a timeline of the day, but the rest is all up to you.

• Charge your batteries. This might seem like a simple thing to do, but people forget, and a dead battery at the wrong time can be a disaster. Make sure you have fully charged batteries in your cameras and flashes. And always have several backups ready to go.

• Format your memory cards. Because digital memory has replaced film in photography, you now need to make sure you have enough memory on hand to cover the wedding. Make sure that your memory cards are empty, ready to go (you have downloaded and backed up any images from your previous job on your hard drive), and easily accessible during the wedding. Again, always have plenty of spare cards. While it is rare, a memory card can go bad.

• Have a backup camera handy. Most wedding photographers carry at least two camera bodies so that they can have two different focal length lenses available at all times. Another reason to have at least two camera bodies is that you don’t get a second chance to shoot a wedding, and if there is a mechanical problem with one camera, you need a spare just in case. The worst case scenario sometimes comes true, and I know of photographers who had their gear stolen during the ceremony and did not have a back-up to use. Sometimes it is not a bad idea to have a spare set of gear in your car for emergencies.

• Scout the locations. Having a plan on where to shoot individual and group portraits makes the whole process easier, and part of that is knowing where to shoot. Arrive early and scout the area for the best locations or, if possible, scout the location before the wedding day. Attending a rehearsal is a great way to find out how the schedule will go during the ceremony as well as to figure out what the lighting situation is at the site. Even if the location is one that you have shot at before, it is best to check to make sure that it is as you remember and that it hasn’t been changed. Figure 1-13 was shot before the guests arrived at the reception and at the same time, I was able to check out the placement of the tables, and how best to approach the actual photography without interfering with the guests.

• Have a shot list. Discuss what images are most important to the bride and groom so that they will feel that the day was captured to their liking, and keep a list of them with you. Many times they will want a photo with a favorite friend or relative, and you really don’t want to miss taking it.

Again, keep in mind that things change without notice during a wedding. You need to be able to think on your feet and adjust when necessary. This is where the timeline and shot list will really help because it gives you a plan of what should be happening when, and will help you get things back on track. If you are prepared, you can focus on capturing the day and not on whether the battery will last or where to do the group shots.

Delivering the goods

Although the wedding may be over for the couple, you still have more work to do in order to finish the images and deliver the final product. While there is no set timeline, the faster you finish the product, the happier your clients will be. The wedding day is such an emotional experience for the couple — you want to help enhance that by delivering the photos as quickly as possible.

Now is the time to import, sort, and edit your images so that the best images, those that really captured the essence of their day like the portrait of the bride and groom in Figure 1-14, are ready for the clients to view. Several software applications allow you to do this efficiently. First, I use a software package called Photo Mechanic (www.camerabits.com) to quickly sort, categorize, and input IPTC (International Press Telecommunications Council) data into my images before importing them into an image-editing program such as Adobe Photoshop, Adobe Photoshop Lightroom, or Apple Aperture for additional editing.

Proofs

Two different types of proofs are commonly used nowadays: The first is the online gallery (see Figure 1-15), and the second is the printed proof book. Each has its advantages. I tend to lean toward the online gallery for obvious reasons: I can access it anywhere, order prints and other products directly from it, and trust that the quality of its products reflects the quality of my work.

A Web gallery is easy to make when you use a company that specializes in creating them, such as Pictage.com, which creates the gallery automatically from the images that you upload. You can easily share the gallery with the bride and groom, and they can share it with anyone else that they wish to. This enables many more people to view the gallery, and it can result in higher print sales.

The second method is showing the wedding proofs in a proof album, which is a book with a small thumbnail version of each photo. It allows the clients to see the images printed in a more traditional, catalog-like way. The advantage to the proof book is that it can be a better experience for your clients when they sit together and page through a real printed book, picking out their favorite images, rather than viewing them on a computer screen; the disadvantage is it is much harder to share the proofs with others, especially if they live far away. Having both an online and a printed option might be a good idea to offer to your clients.

Prints and wedding book

The final products for most newlyweds are the prints and wedding book. These are the keepsakes that last a lifetime, and they need to be of the highest quality. The prints will be on display in their home as a reminder of the happy wedding day and represent your work to anyone who sees the images. Never underestimate the power of word-of-mouth marketing. Every image that you have taken that is on display in a client’s house is advertising for your business.

With many of the Web packages, it is easy to order prints (see Figure 1-16). Often clients can order prints online using the Web gallery and the proof book, which makes it easy for you. When it comes to the wedding book or album, there are more steps involved in completing the final product. There are many useful album-designing tools available that allow you to create the book yourself. Many album companies offer their own in-house software that you can use to help with the process. Pictage.com actually offers a free album design service. You might not like the idea of designing the book yourself; if this is the case, there are plenty of album designing companies that provide this kind of service. If creating the album yourself is not something you enjoy doing, outsourcing that work to a company like Pictage, for example, can help you focus more of your time on other parts of your business that you enjoy more.

Assignment

Capture a Special Moment

Photographing weddings is all about capturing the special moments that unfold throughout the day, and this assignment is to capture one of those special moments and share it on the Web site. Although moments like the ring exchange, the bride and groom exchanging their vows, and the first dance are planned, in those moments real emotions occur spontaneously. The unplanned moments are much harder to catch, but with careful planning, you can be prepared for them when they do happen. Some things that can help when it comes to capturing those special moments include staying focused, always having your camera ready, absolutely pay attention — especially during the ceremony.

Remember that the most special moments are all about the emotion, and that the images that capture this are the images that will stand out with your clients. This image was captured at ISO 2000, f/2.8 and 1/125 of a second and, while it was taken during the ring exchange, it is the emotions on the groom’s face that make it a great image. I was watching the scene through the viewfinder and instead of watching the hands, I focused on the face.

Remember to visit www.pwassignments.com after you complete the assignment and share your favorite photo! It’s a community of enthusiastic photographers and a great place to view what other readers have created. You can also post comments and read encouraging suggestions and feedback.