Ben Kopilow (Giving Up Your Day Job)

Secrets to a Successful Career in Wedding Photography

Ben Kopilow has positioned himself at the high end of the Canberra Wedding Photography scene with a turnover of around $260,000 in 2011 shooting 32 wedding.

Ben didn’t start there though; his entry into professional wedding photography in 2007 saw him shoot 55 wedding at $3600 each. Seeing the need to reduce his workload and maximise his return he gradually restructured his product and prices to where he is now.

If you shoot 50 weddings a year at $1200 each your turnover would be $60,000. Take $500 for expenses per wedding and you are left with an income of $35,000 per year.

When working out your prices, factor in your business bottom line; include expenses from camera wear, insurance, electricity, consultation, fuel, clothing etc.

Ben’s change in pricing and hence lifestyle:

YEAR	No. of Weddings	Avg Price / Wedding	Yearly turnover
2007	55	$3600	$198000
2008	50	$4200	$210000
2009	45	$5000	$225000
2010	39	$6300	$245000
2011	32	$8000	$256000

Ben talked about album sales and how he charges per page rather than per album, this way there is no perceived limit to what the customer can purchase. As an example he had a client who purchased a $2500 wedding then went on to spend $4500 on the album.

Need to have sample albums and prints.

Never limit what the customer can buy.

Educate the client before they select there package. If your business is run on album sales then educate them that an album is the presentation method for your photos. It is the reason you are having a photographer at the wedding, to have a great album.

Value is not in physical products but the service, the attention to details and the quality of the memories.

Ben’s old price list:

$2500 - Staff photographer

$3500 – Staff photographer or Ben off season

$5700 – Ben with basic album (negs extra)

$8500 – Ben with album (negs extra)

$12950 – Ben, album and negs.

Ben’s new price list:

$5700 – artistic fee

$1500 – Negs

$$ - albums, prints etc

The best way to differentiate yourself is to own an attribute ie. Affordable, free negs, style, second shooter, all day coverage, passionate.

People pay more for experience.

If you differentiate with service then give them an experience they won’t forget.

People prefer to deal with experts rather than jack of all trades.

Ben lists in his awards a ‘best husband award’. This gives him a human element and shows that he is compassionate, caring and a family man.

The biggest tip from Ben was to believe in yourself and your worth.

 

Kopilow, B 2011, Fusion Photography Blog, Fusion Photography, Viewed 11 October 2011, <http://www.fusionphotography.biz/blog/>