Stop Selling Photography: Start Solving Problems for Small Businesses
After spending decades working as a commercial photographer, I have learned something that I wish more photographers understood: Most businesses don't need photography. They need a problem solved. That may sound strange coming from a photographer. After all, we're supposed to sell photography, right? Not exactly. A restaurant owner doesn't wake up Tuesday morning thinking, You know what I really need today? A beautifully lit photograph shot at f/8 with a large softbox and a reflector. A plumber doesn't sit in his truck thinking, My business would really turn around if someone photographed me with a 70–200mm lens. And the owner of an independent automotive shop probably isn't lying awake wondering whether his website needs shallower depth of field. They have business problems. They need more customers. They need customers to trust them. They need their business to look professional. They need people to understand what they do. They need to distinguish themselves from...
