The high price of low cost
I think most people will recognize that title as the well known documentary film about Wal-Mart that provides an in-depth explanation of the trade-offs associated with Wal-Mart’s notoriously too good to be true low prices. The list of indiscretions is so long I don’t even know where to start but for sure there are environmental violations, extremely poor employee relations and practically nothing in the store is made in the USA to name just a few. So… the topic of this little essay is not Wal-Mart but it is about shedding some light on wedding photography that is priced significantly below the industry average. I wish that this was not a topic that is constantly in need of addressing but alas I see the problem persisting. For all you brides I’m sure you’ve run across more than one of these articles and you must think to yourselves “What’s the big deal?”
Let us address the question “What’s the big deal?”
In reality this is an exceedingly simple issue and it boils down to the old adage you get what you pay for. The reason that highly experienced, talented and successful photographers don’t shoot weddings for next to nothing is not because they are greedy and full of themselves (as the competition would no doubt imply), the reason is because they know how to survive in the real world. The truth of the matter is that quality products are not inexpensive, experience cannot be faked, bills have to be paid and the time we spend working on any given wedding is far more than just the time spent photographing the event. One of the reasons that so many photography studios do not achieve longevity is because they literally drive themselves out of business by simultaneously under pricing and over booking themselves. The inevitable result of this is not being able to keep up with the work load (therefore producing an inferior product) AND not being able to pay their bills. Nothing spells frustration like running to stand still. These things together equal burnout and burnout is a short road to finding a different career.
Who gets the short end of the stick here? Well, clients do of course. I would assume everyone would agree that any amount of money that is not well spent is wasted. Sure, it may seem like you’re saving a bundle by hiring someone with bargain basement pricing but what about the money you’re spending? Where is it going, how will it benefit you? If you are not pleased with the outcome, do you still feel good about the money you saved?
I want to keep this short but here’s just one analogy for you. If you needed surgery would you hire the best surgeon or the cheapest surgeon and do you think there is probably a good reason for the discrepancy in price? I’m not saying that wedding photography carries the same weight as open heart surgery but, like open heart surgery, you still only get one chance to get it right.
That may come across as blunt but it really is that simple. Don’t take my word for it, check your gut and see if it’s true.
-DeAnna Dimmitt
Dry Heat Photography
