Who Let The Genie Out Of The Bottle
Who Let The Genie Out Of The Bottle
by Robert Provencher
“If you’re not failing every now and again, it’s a sign you’re not doing anything very innovative.”
~Woody Allen~
Who let the genie out of the bottle?
There was a time, when, if you wanted to get ahead in photography, all you had to do was get some camera gear. Maybe a long lens to impress everyone and ‘look’ the part.
If you were a real pro, full blown studio and all, maybe you’d get one of those larger medium format cameras. Now you were really making a statement.
Didn’t even matter a whole lot if the images you shot were all that creative or high impact. Everyone knew you were a ‘pro’. I mean really, look at that flash unit!
If you wanted to make money, you’d get a business license, a sign, some business cards, maybe a yellow page ad, and even start showing your work at some local wedding shows or home shows.
If you worked at it, reasonably hard, you’d do okay. You had lights, gear, backdrops and props. Life was good.
Then it all went away. Those medium format cameras, where’d they all go to?
Gone. All of it. And like many studio owners, something even worse happened. The phone hardly rang anymore.
Business dried up.
What happened?
I think I know. And will attempt to give you my best answer, as if you didn’t already know it.
You see, we were lucky as photographers. We didn’t have to do much. The real power was in this special knowledge that we had. People looked up to us like we were magicians, wizards, with magic knowledge that only a few ventured into.
This was photography. Cool. Sublime. Mysterious. Magical. What a glamorous way to earn a living. What a great way to get a huge ego without much work.
So what happened? Why don’t people love us anymore?
The truth is, photography wasn’t that hard to ‘get’. Really. The lights, the camera, the light meter, all, at it’s most basic level wasn’t, and isn’t that hard to understand. You really don’t need that much practice. Or knowledge.
Sorry guys, that’s the barebones truth. Musicians, writers and other crafts, shoemakers even, all have to work much harder at getting good. We don’t/didn’t. It wasn’t that hard! Really. Let’s fess up and swallow our pride here.
I mean one of my old jobs as a school photographer was passed onto buddies of mine when I moved on to other jobs. Neither had any experience in photography. Both, with minimal training became qualified school photographers. Overnight.
If a musician is not up to snuff, we know. It sounds like crap! If the shoe maker ain’t good, we know. Our shoes fall apart.You can’t hide these things.
In photography, you could. You’d hide behind the magic. You created images! Whoa…amazing. Magical
We fooled everyone. And they caught on.
At least in their minds. You see, and you knew I was gonna say this, digital changed everything.
Almost overnight photography became accessible to everyone. EVERYONE.
And in a big way. As if to say: “phhffff! who needs that pro?” For many, we didn’t even deserve a second thought. “As if, this photography is so easy. And, I have photoshop too….” (scammed of course)
That’s what happened. Photography became accessible. Even my old aunt Annie takes amazing pictures. It’s so easy!
Technology ruined it boys and girls, and there’s no turning back to change anything. We need to accept this, and roll with it. Some even have the nerve to whine and complain. As if. As if they deserve to have things the way they were.
Listen, reality hit us harder than a 100 foot tsunami of technology.
What we need to do is look inwards, be honest, and look at the ways we can overide the effects that this has had on our lives.
But first, we must lose any entitlement mentality. That’s for losers and boneheads…and children and cry-babies.
Where can we remain powerful and prosperous?
I have some ideas. First off, we need to get good.
Get real good. No more half measures. Our work has to be stellar.
A lot of what passed as professional photography was nothing better than day to day stuff we see nowadays.
Our work has to sing. A no-brainer. People look at it and see the mark of a true professional.
No thinking, analyzing…it just rocks and touches people at an emotional level that even the most smart alec kid with a Rebel and pro zoom can even begin to wonder how’d he ever do such a good job, because he can’t!
People want that level of work, so we’ll start there. And create desire. You don’t get there easy any more. You work until your ‘fingers bleed’ to get good. Musicians do it, why should you be any different?
Secondly, get good at marketing. Real good. Become an innovator of products. Know how business works, at all levels, especially the grass roots level, where the clients lives in her day to day life.
Part of marketing is selling. No one is born with some divine talent for photography any more than anyone is born with the ability to sell. These are all learned, mastered skillsets. Suck it up and learn how to sell.
Learn how to market using newsletters, exciting, creative widget making, personality loaded direct mail and email pieces, displays that stop people in their tracks and make their jaws drop right to the floor…and on and on. Marketing is the key! And diversity, innovation and responsible marketing is essential. Not brand building, image advertising and logos.
Having a great product, marketing and selling. These are areas that will allow you to rise above the crowd of sameness. We became a commodity overnight. So it’s our responsibility to re capture the genie by redefining what that genie is.
Easy? No. Workable and worth it? Yes.
yours in photography,
Robert Provencher
Robert Provencher
