[Leica] Value Placed on Work

[Jim Brick <jimbrick@photoaccess.com>]

In my old age, I look at things a little differently. In one's youth, one
is eager to show people what you do and how well you do it. And the
mentality of "what am I worth" isn't there.

As you get older, and wiser, it starts to sink in. The previous posts,
citing comebacks like "do you get paid a wage?" or "is the cake free?" are
good. But just a start.

I have a friend (Judy Wilson) who is a very good wedding photographer. And
she charges a whopping bundle. And you know what... she has customers
fighting over her. Her work "is" good. Her prices say she is really really
good. No one ever gets a discount.

I know the owners of the "Silver Light Gallery" in Carmel. It's a
photographic only gallery. They have tons of stuff from David and Mark
Muench, John Wawrzonek, Steven Couch, the Westons, etc. And many other not
so well known names. Most 16x20's are around $700 - $1000. 20x24's $1000 -
$2000. Naturally, depending who and what it is, will determine the exact
price. Evercolor, Cibachrome, B&W... Framed, unframed.

My point is, you are only worth, the worth that you place on your work. And
people seem to equate price with quality. If you hang a framed 20x24 for
$250, and a very similar 20x24 for $950, the $250 photograph can even be
better, but the $950 photograph will usually sell first. Lee Anne at Silver
Light has proven this time after time, year after year. She recently sold a
John Wawrzonek "Artist Proof", 30x40, for $15,000. John is not dead either.
He is alive and well, running Evercolor in Worcester, Massachusetts.

You should NEVER EVER sell yourself short. If someone comes to you and
wants to use your services, buy a print, whatever... You should always sell
it at full price. Or not sell it at all. Barter is OK. Full price barter.
Once you discount your worth, that new value is now what you are worth. And
you will be stuck with it.

As some already said, they now have requests from all kinds of people, for
kid pictures. You are in a situation where you cannot photograph any of
these peoples kids. They know what your work is worth. It's worth a 25
sheet package of paper. And if you charge them more, they will resent you
forever.

Once you sell yourself short, you will have to change your name and have
plastic surgery, in order to, once again, get proper recognition.

Of course, if you want to give your stuff away, that's OK too. But always
remember, the recipient will always think of its worth, in terms of what
they paid. Oh... it got ruined... oh well, no loss, it didn't cost us
anything. He'll give us another...

Once discounted, forever branded.

George Durkee, a street artist in San Francisco, stands on street corners
and paints San Francisco scenes. If any of you have either of my San
Francisco books, his picture is in there, and you can see some of his work.

George sells his paintings, right there on the street, for between $1500
and $3000, depending upon the scene. George sells his stuff as fast as he
can paint it. Never at a discount. The worth of his work, and his worth as
an artist, is established by what he has chosen as the selling price. And
he has made damn sure that his "worth" as an artist, is "never" compromised.

As with anything, there are times when volunteerism is the right thing to
do. But evaluate it carefully. Avoid being branded.

Jim

PS... selling wholesale is different. You are selling to a re-seller. You
MUST dictate, at what price, the reseller sells your photographs. You
typically will get 50% of the sale. If they won't sell them at your
dictated price, they don't get the goods to sell. Period. This is business.
You have to be tough. By being tough and non compromising, you will
"command" respect and be a peer in your profession.