170+ Shoots a Year? Paul McPherson of Shutterfreek Tells Us How It’s Done
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Delivering Photos Like A Pro: Essential Tips for Commercial Photographers
By Katie Levine
As a professional photographer, delivering high-quality images to commercial clients isn't just about capturing great shots; it's about mastering the entire process from the initial inquiry to the final file delivery.
Let me walk you through my approach to prepping and delivering files for commercial clients, ensuring that you not only meet their expectations but also build strong, lasting relationships.
Understanding Client Needs
The first step in any successful project is understanding your client's needs. Typically, the process kicks off with an email inquiry, but you get the critical details when you hop on a phone call. This initial conversation is where you can ask the right questions, gather detailed information, and ultimately land the deal.
After the call, it's helpful to follow up with an email checklist outlining the client's needs and expectations, including:
- The number of files they want
- The duration of the shoot
- Any additional production assistance they may require
This checklist serves as a clear reference point and ensures that you and the client are on the same page. It also lays the groundwork for creating an accurate quote and avoiding any miscommunication later on.
Put Everything In A Contract
Before the shoot, it's crucial to have a clear contract in place. The contract should outline the scope of work, payment terms, deadlines, and licensing rights. This helps protect both you and the client, ensuring there's no confusion about the usage of the photos.
What Else to Put in a Contract
- Revision Requests: How many rounds of edits are included in the price? How will additional revisions be billed?
- Licensing Terms: Does the client have exclusive rights, or will you retain the ability to use the images for your portfolio or other purposes?
- Deliverables: Clearly state what the client will receive (i.e. JPEGs, TIFFs) and educate them on the difference between these file types and RAW images.
Setting clear boundaries from the get-go saves you from potential headaches down the road and manages client expectations.
Pre-Shoot Planning
With the client's needs nailed down, it's time to dive into pre-shoot planning. This phase is about logistics—location scouting, equipment preparation, and creating a detailed shot list. Whether your client has a full production team or is a startup needing extra guidance, your role is to assess and fulfill their specific requirements. This might sometimes mean taking on additional responsibilities like casting models or booking a studio location.
For example, I recently worked on a project for a weight loss gummy brand whose founder had no prior experience organizing a photoshoot. I took the lead on everything from casting to location booking and shot list preparation. While not every job will require this level of involvement, it's important to understand how these extra steps impact your workload and costs.
Pro Tip: Consider Making a Mood Board
A well-crafted mood board solidifies your creative vision and gives the client confidence in your ability to deliver. It serves as a visual guide that aligns expectations and can be instrumental in landing the job.
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Shoot Day: Communication is Key
Everything comes together on the day of the shoot, and communication is critical. Whether you're using an iPad, a monitor, or simply showing the back of your camera, keep the client informed throughout the shoot so you can both be sure it matches their vision.
If you don't capture it right during the process, you won’t deliver a great final product. Make sure models and products are placed correctly. Remember, the goal is to make sure the client feels confident in your work. Show them that you’re not just shooting for yourself but for their specific needs. This proactive communication ensures that the photos you capture will meet or exceed their expectations.
Post-Production Workflow
After the shoot, the focus shifts to post-production. Depending on the client's preferences, you might need to provide small JPEGs for them to review and select their favorite images. Some clients trust your judgment to choose the best shots, while others prefer a more collaborative approach.
Once the final images are selected, it's crucial to maintain a consistent editing style. This consistency reflects your professionalism and reinforces the brand's identity across the images. Outsourcing retouching can be a time-saver for smaller, bulk projects, but for larger or more particular clients, they pay me to hand edit everything, so I retouch the images myself.
File Delivery: Timeliness and Organization
Nail your delivery deadlines. Meeting deadlines is as important as the quality of the photos themselves. Late deliveries can leave a bad taste in your client's mouth, and word of mouth is everything in this industry. Most of my business comes from referrals, so the bread and butter of your business is making the client happy.
How you manage the delivery process can make the difference between a one-time job and ongoing business.
Tips for Efficient File Delivery
- Use the client’s preferred delivery method: Dropbox, Pixieset, Google Drive, WeTransfer, or even mailing a USB drive.
- Organize files clearly with consistent naming. I suggest naming each file with the project name, followed by the subject's name and a sequence number. For example, "VH1_CelebrityName_001" makes it easy for the client to navigate and manage their files.
- Clarify the terms around RAW files. As the photographer, you own the copyright to your images. Clients typically pay for edited JPEGs or TIFFs, not the RAW files. If a client requests RAW images, be prepared to discuss the terms and potentially charge extra while ensuring no misunderstanding.
Fast Follow-Up
After delivery, follow up with an email or call to ensure the client is satisfied. Thank the client, ask for feedback, and subtly suggest future collaborations. This shows your dedication to client satisfaction and establishes a relationship between you that might earn you repeat business.
If appropriate, ask for a testimonial or encourage them to leave a review. Positive reviews and testimonials enhance your credibility and attract new clients.
After some time, you can follow up again about the use of the images and the impact they’re having. This shows interest in the client’s success and opens the door for discussion about future projects.
Delivering Excellence From Start To Finish
Delivering files to commercial clients is about managing the entire client experience from start to finish. By understanding their needs, meticulously planning, communicating effectively during the shoot, and delivering files in an organized and timely manner, you can build strong relationships and secure repeat business.
Remember, the way you handle the delivery process is just as important as the quality of the images you produce. Every step, from initial contact to final follow-up, contributes to a seamless, professional experience that clients will remember and recommend.
Katie Levine photographed the fashion and celebrity scene in NYC and LA, interned for Annie Liebovitz and Vogue, and made a name for herself through her remarkable talent. Now residing in Phoenix, she’s helping individuals and businesses shine with the same star power that once lit up her celebrity shoots. Whether you’re looking for a new headshot, desire editorial-style personal or family photos, or are a designer looking to showcase your latest collection, Katie’s the one to bring your vision to life. Check out her work at katielevinephoto.com and follow her Instagram (@katielevinephoto).
