11/02/2026
Today’s tip he is about how to separate yourself from the “competition”. When photographers are new, they tend to compete based on price. This makes them a commodity. What is a commodity? It’s a product that has no real advantage over its competitor except for its price. For example, if you are shopping for a can of green beans, you may get the name Brand, but lots of people just go for the cheapest offbrand because it’s essentially the same thing
If you choose to compete based on Price alone, then it’s a race to the bottom. Because with a can of green beans, there is a cost to acquire those beans and so there still has to be a markup, but you can make the markup smaller and become more competitive that way
You don’t want to do that in a service like photography. You want to figure out what sets you apart and really capitalize on that.
So photographer, what set you apart?
Maybe you’re gonna say something like well I’m really passionate. OK so is every other photograph
I’m really creative. What photographer is not creative?
Those are adjectives that you feel strongly connected to, but so does every other photographer. You have to find concrete things that truly set you apart. For example and I will not list everything but a couple things that I know I offer is the amount of assistants and help that I use on sessions.
A lot of photographers are one man shows. However, when someone shows up to do a session with us, they are usually greeted by multiple people which help the session to go a lot smoother. We’re able to get more variety in a shorter amount of time. Usually we’re able to get really awesome smiles. All these things are a selling point for our business. Another is that we always use flash and strobes. This helps our Images to have a consistent look. A more polished look. A lot of photographers use flash but do they use it basically 100% of the time? Not all of them. And I know very talented natural light photographers. In fact, some of my favorite photographers are naturally photographers, but the way that we shoot is a selling point. Thirdly, and this one is enormous in my opinion, is the sheer amount of experience that I have compared to my competition. Before I even started on my own business I had 100,000 sessions under my belt through the company that I first worked for. And since I’ve started shooting on my own, the number is in the tens of thousands.
I know for a fact that that is rare and I would confidently say this probably not anyone else in Topeka with that sort of experience
So I can specifically tell you things that set me apart. And that’s what you need to be able to do. And you don’t need to have anything that significant or impressive to talk about but you need to be able to state what it is that makes your Photography special and different.
One final and probably the most important thing is your style. It’s the signature look that people recognize. The stronger your look and creative vision the more likely people are to be drawn to you. specifically for your art rather than just hire you because you own a camera.