A friend posted this to her Facebook page recently. It really got me thinking about my own shopping habits, and my own small business.

Americans are so conditioned to look for the best bargain instead of seeking out quality that we often give up quality for what we think is a good deal. I've seen this behavior time and time again with family and wedding photography.

Too often, professional photographers are deemed "expensive" and therefore passed up in favor of a friend who "has a nice camera" or a "cheap" studio in a department store. The problem? Your friend might not yet know how to use their gear. And department stores rely on sales gimmicks that result in customers spending more for mass-produced photos than if they'd gone with a local, professional photographer who provides custom art.

Either way, customers end up displeased with the final product and service they receive, as well as the process that got them there.  

Today I hope to shed some light on what you really get when you hire a professional photographer, why our prices seem "high" and why it may be better to invest in quality up front, rather than getting sucked in by the lure of "low" prices.

What is a professional photographer?

First, I think it's important to address who is and who is not a professional photographer. 

A professional photographer is NOT that person behind the camera at a JC Penney studio. In fact, in most cases, department store "photographers" have no experience in photography! They are hired to literally just push a button. They don't have to purchase or care for their own equipment, and they certainly aren't required to study photography.

A professional photographer is also NOT your neighbor who just got a fancy camera for Christmas. Sure, that person may grow to become a professional, but it takes time, heart and dedication. In fact, just because someone has high-grade equipment is no guarantee that they are a professional. I've run into people with top-of-the-line equipment who don't actually know how to use it -- they leave it on the auto setting and call it a day. Quite frankly, that's no different than using a disposable Kodak camera. It just costs a hell of a lot more.

A professional photographer IS an artist. They are someone who studies all aspects of the art of photography (from its history to classic photographers to the latest trends), has their own unique style, and who doesn't mass produce the same generic image over and over again.

With that, here's what you get (and what you're paying for!) when you hire a professional photographer:

• Client outreach: a photographer can spend anywhere from one to two hours learning about their client’s wants, tastes and needs prior to a session, either via email, telephone calls or an in-person meeting.
• Research: Based on information gathered during client outreach, photographers can spend anywhere from one to multiple hours doing research for the shoot. When it comes to family photos, this can include everything from scouting locations to visiting a location prior to the session to researching tips for a client's specific want or need.
• Travel time: Some photographers prefer to stay local; others will travel around the world for their clients. Either way, it all takes time -- and money.
• Session time: This is the time spent with the family, on location or in a studio, taking photos. 
• Post processing: This is what photographers do after sessions, and it includes editing photos for light, color, and consistency. Generally, for every hour spent behind the camera, a photographer will spend 2-4 hours editing. So, an hour-long family photo session translates into 4 - 8 hours of post-processing time.
• Photo delivery, lab orders, and quality control: Some photographers prefer to have one-on-one meetings with clients to present photos and help clients order prints, which can take anywhere from one to two hours. Others prefer to deliver digital images and allow clients to purchase prints on their own. Either way, this amounts to an additional 1 to 3 hours of work.

Add it all up, and a 1-hour photo session is actually 10+ hours of work! 

Professional photography equipment isn't cheap, and it's a cost photographers must pay upfront. A professional-grade DLSR camera body can run $3,000, and lenses -- which is where the real magic comes from -- are anywhere from $1,500 to $5,000. Those prices don't include the cost of equipment storage, other tools like tripods and reflectors, or basic maintenance and upkeep.

Day-to-day expenses

A photography business is a business like any other. We have small expenses that can really add up:

• Adobe Creative Suite: This is what is used in post processing. A program called Lightroom is the primary tool, but Photoshop can come in handy sometimes. Photographers generally pay $120/year for access to these tools.
• Platform for digital images: This is what we use to deliver digital images to clients. Some photographers prefer to hand over a CD with images, while others used web-based subscription tools. On average, this comes to $99/year.
• Computer equipment: To be efficient, photographers need to be able to run complex programs like Lightroom and store and manipulate photos without any lag. That requires powerful hardware. Computer needs can run anywhere from $900 to $2,000 every few years. 
• Web hosting: Most photographers these days have websites to showcase their work and connect with clients. A basic hosting fee usually runs $120/year.
• Monthly studio rent: I don't have a studio, but many photographers do. Rent can run anywhere from a few hundred to thousands of dollars per month.

​Taxes

Death and taxes, right? Like any small business owner, photographers can expect to pay 25 - 30% of their income in taxes. 

So what do you really get when you hire a professional?​

A lot of really exciting things have been going down at the Huseman-Starkey household. It's been 9 months since we moved into our condo and we're finally getting around to doing some hard-core decorating. 

Part of that involves making our home feel like, well, home. Earlier this spring we hired one of my favorite photographers to take some couples/family photos of us. We ordered prints and canvases from my favorite lab and they arrived yesterday! Guys, they look GREAT!

I thought I'd use our own experience with purchasing prints and canvases as a perfect opportunity to educate others about print sizes and why they matter. (You can also learn about why getting your photographed printed in the first place is so important here.) When decorating with custom photography, it's important to be BOLD. You gotta go big or go home.
 
When you're looking to fill wall space, an 8 x 10 just isn't going to do it. Most folks think an 8 x 10 is a large print size -- and it's easy to understand why that mistake is often made. 8 x 10 and its sister size, 8.5 x 11, are print-product sizes most of us are familiar with. Think about office paper, magazines, even cereal boxes. They all range between 8 x 10 and 11 x 14. When it comes to home decor, though, those sizes are just way too small.

Take a look at our living room and you'll see exactly what I mean.

This is the space we wanted to fill. It measures approximately 52 inches from the top of the TV to the ceiling and 57 inches between the book cases.

Here is the same space with an 8 x 10 canvas. 

This is the same space with an 11 x 14 framed print.

Here we have the same space with an 11 x 14 print matted and framed to measure 16 x 20. Even with the extra matting, the space still looks lackluster.

Here is the final canvas in all it's glory. We went with 24 x 30.  

Here's a preview of additional home improvements. Stay tuned for more coming soon! :)

1. It's okay to reschedule. 
Kids, especially infants and toddlers, get sick. It happens -- a lot. My tip to parents: It's okay to reschedule. The last thing a sick kid wants is a camera in his or her face. The last thing parents want is for their little tyke to become more ill. And the last thing I want are unhappy clients. It's much better to photograph a little one when they're feeling happy than when they're under the weather. If that means pushing a photo session back by a few days or weeks, then so be it. I promise everyone will be happier for it.

2. Bring toys! 
If your little guy or girl is under 5, I highly recommend parents bring toys to the session. They don't have to be in the photos, but it doesn't always hurt if they are. Toys -- especially a favorite one -- are a great way to help a little one who is shy feel comforted. 

3. Don't worry about matching.
Family photos are often seen as formal occasions -- and that can often lead to new clothes and matching outfits. For little tykes, sometimes it's just too much. The new clothes, the camera and the stranger (me) making weird faces and giving art direction can feel like pressure to perform. My goal is to make everyone -- no matter their age -- feel relaxed and confident. I'm going for authentic smiles and happy laughs. Clothing has a lot to do with that, which is why I always encourage parents to let their kids take a small lead when it comes to family photo wear.

For toddlers, that might mean letting them dress themselves -- yup, pink cowboy hat, tutu, striped socks and all -- for the day. For 7- and 8-year-olds, that might mean letting them choose a favorite shirt, skirt, or hair piece to wear.

I always offer families the option for two outfits per person, so worry not moms who feel horrified right now. We can always start with the formals, and end with less formal attire.

4. Choose a distraction-free location. 
One of the most frequent questions I get asked is about location. When kids are involved, the answer is simple: a place that's quiet and without distractions. This can be a small park, an open field, a backyard or walking trail. It should not be a fair, outdoor market, sports stadium, or party. 

As enticing as they might sound, the aforementioned locations (and other places like them) can be overstimulating for kids. They can also make it difficult for communication -- which is key when it comes to any kind of photography. Places that are quiet and distraction-free give clear signals to kids that family photos are the priority. They can also foster creativity in children, which can lend itself nicely to those beautifully unexpected candid moments. 

I keep a running list of favorite family photo locations, so if you're stumped about where to get photos taken, don't worry. I'm here to help!

This one's for the ladies: I always, always tell clients to wear things that make them feel fabulous. At the end of the day, my goal is to have my clients feeling completely comfortable, confident, and natural so that I can capture their true beauty. Looking fierce is a great place to start!

I realize, though, that "fierce" means something different to everyone. When clients ask me for my opinion about what to wear, they're looking for solid answers. So, without further ado, I offer 4 can't-go-wrong styling tips that will help make you look and feel fabulous at your next photo session. 

1. Bold solids.
Patterns can be tricky. If not done correctly, they can sometimes detract from your face. If you're confident with patterns, great! Rock that leopard print/plaid/chevron stripe. If you're unsure about patterns or generally don't wear them, bold solids are an excellent alternative. Go with jewel-toned colors that compliment your skin tone and make you feel happy.

2. Statement Accessories.
Details can really make an outfit pop--especially against bold solids. Play up your solids with statement accessories like a chunky necklace, patterned scarf, or bright handbag. 

3. Sleek layers.
Adding simple layers to your outfit with a fitted jacket or blazer can add great visual interest, and makes for a clean, sophisticated look. 

4. Happy Feet.
Oh my gosh. Where do I begin? Sore, blistered, aching feet can ruin your mood. It's so important to be good to your feet--even when you're getting your photo taken! If you're set on wearing shoes that aren't the most comfortable for photos, bring flip flops or sneakers for those in between moments when we're walking from the car to the park or going all around the National Mall. I promise--you'll be glad you did!

5. Professional Makeup.
I encourage clients to have their hair and makeup professionally done before a photo session. After all, you want to look and feel your best. Splurging on a little "me time" is a great way to do that! 

Don't have the time or resources for professional makeup? Don't worry, girl. I got you covered. I asked professional makeup artist Sev Gedra to help out. Check out these pointers she has about camera-ready makeup!

At a recent product shoot for The Shine Collection, I had the opportunity to work with models. It was so much fun, and the session was a huge success. Things went off without a hitch not because of any one thing I did, or any one thing the models did, but because an entire team of people came together to create an open, inviting environment where all parties felt welcome. 

As a photographer, I'm responsible for the end product, but during the shoot, it isn't about me. It was all about the models. The goal was to get them looking and feeling their best so they feel confident, relaxed and ready for their closeup!

If you're a small-business owner thinking about using models for a product shoot, here are a few great tips on how to make that happen:

As a photographer, my goal is simple: I want my clients to feel comfortable and relaxed enough to be themselves around me so that I can capture their true personalities. For women, a lot of feeling relaxed actually stems from feeling confident, and many times, we feel confident when we look good. 

I encourage moms, engaged women, and brides to get their hair and makeup done professionally before a photo session, but I get that sometimes that isn't always feasible. So, I asked my good friend and professional makeup artist Sev Gedra for a little help.

The simplist things can have the biggest impact. That's true with custom photography.

This kind of art allows a family to tailor their photo sessions to their needs, wants and personal style. A good photographer should be able to see your vision and take it to the next level, but there are a few things clients can do to help out. 

1. Stick to the schedule
This is the most important tip I can offer to clients. Photographers create schedules based upon the availability of all people involved in the session, driving time and -- most importantly -- good lighting. While I usually incorporate wiggle room for bad traffic or a fussy baby, sticking to the schedule is a must. Ideally, all parties involved should be dressed with their hair done and (if applicable) makeup on, baby bags packed and second clothing options at the ready by or before the agreed upon start time.  

2. Relax--Get your play list on!
For some people, being in front of a camera can be really intimidating. You might feel like you’re being pressured to perform, or just feel uncomfortable being in the spotlight. I often tell my clients to pretend I’m not even there, but sometimes relaxing is easier said than done. That’s why I recommend that you spend some time before the day of your session to come up with a play list of your favorite songs. Good, groovy music allows you to let your guard down, lose that tenseness in your shoulders and be more spontaneous. Have kids? Great! Create a playlist for them, too!

3. Unplug
I know. I get it. We're all tied to our phones these days. But as much as we love them, they can be a photographer's worst nightmare. For starters, communication between a photographer and client is vital during a photoshoot. That means there should be as few distractions as possible. And second--well, just look at the image below! During photo sessions, phones should be put away. As in away, away. Seeing the rigid, square outline in someone’s pocket can make a beautiful photo is cringeworthy. While Photoshop can take care of this blunder some of the time, its best not to have to deal with it from the get go.

4. Have the lint roller handy
Even if you don't have pets, it's a good idea to use a lint roller before coming to the session, especially if your clothing tends to attract other fibers. I also usually have a lint roller handy just in case. 

5. Just be yourself
Don't be afraid to let your personality shine through. Whether you're silly, serious, spontaneous, funky or fun, I want to capture the best of you.

The same goes for clothing. Wear something that makes you feel fabulous. The best part? You get to decide what fabulous means.

Have kids? The same rules apply. If you prefer that your kiddos be dressed in their Sunday best, great! But don't be afraid to let your kids be themselves, either. Sometimes letting your son or daughter wear their favorite shirt, hat or pair of sunglasses allows them to relax, which means I'll have the opportunity to capture who they really are.

I always encourage clients to purchase prints. Sometimes, though, I get questions about why prints are needed when digital files are so much easier to come by and are in such high demand. I thought I'd take a few moments to explain why prints give clients the most bang for their buck and why they are so important to have.

Do a Test Run
You wouldn’t purchase your wedding cake without trying a sample. So why book a makeup artist without scheduling a trial test?  I recommend scheduling a trial to test your look on a day that you’ll be out with friends. By gauging people’s reactions, you’ll know if your look is spot on, or if you’ll need to do some refining.  

Finding an artist that fits your style and can match your vision can sometimes be challenging, so I recommend doing a trial with a few artists — if your finances allow.  Trials are around $50 per session, but it's worth the investment.

Oh, and don’t ask your guy friends’ opinions of the makeup. They won’t know any better.

One of the most important aspects of any wedding day is determining your unique style and look. Finding the perfect photographer, dress and flowers will help, but makeup is the ultimate finishing touch. To help with this important detail, I've enlisted good friend and professional makeup artist Sev Gedra. 

Sev specializes in event and special-effects makeup and has a client list that ranges from Cosplay fans to blushing brides. I've asked her to share her expertise for finding the perfect wedding-day look in this five-part series, Makeup Your Photographs.

Know what Questions to Ask
In most cases, your budget is a top priority and it’s important to know what you’re paying for. Here is a list of sample questions to ask any artist(s) you may be interested in hiring:

• What do you charge for the bride only?
• What services are included in that base price?
• How much extra will it cost to add additional members of the bridal party, including bridesmaids, moms, and flower girls?
• Are there any hidden or extra fees? 
• Are you open to price negotiations or service/craft trades?
• What type of makeup is used? (Now is a good time to let your makeup artist know of any allergies you have to skin-care or makeup products). 
• Are airbrushing services available? (This may sound silly, but I promise that as an airbrushed bride, you'll look flawless).
• How far in advance do you need a day-of wedding schedule?
• Are there any hair vendors you can recommend?

Finally, remember to factor in a tip for your makeup artist. They are providing personalized service and are most likely commuting to meet you. A tip is the best way to thank them for their time!