Do I really need a contract before I shoot a wedding?
by Bryan Lindsey
BCL Photography

Well, what is the purpose of a contract? On a principled level, it spells out the expectations between two parties – party A agrees to do THIS if party B agrees to do THAT. It avoids confusion and misguided expectations. On a legal level, it is the basis for lawsuits, arbitration, and all sorts of stuff that lawyers get big bucks to dispute. Will YOU ever need a contract on the legal level? As a photographer, will you ever need to produce a document in court as part of a legal dispute with one of your customers? Probably not (hopefully not!). So the benefits of a contract are really in principle – the contract preempts future disputes by spelling out what services the photographer will provide and what price the customer will pay. Personally, if a customer is not able to easily sign and return a contract or if I book something at the last minute, I often require just an email stating that they have read and agree to my standard contract. I want agreement in principle, not necessarily a legally binding document. Some other photographers will contend that point, but again, I value the clarity and principled agreement that the contract provides over its legal value.

What should be included in the contract? At the VERY least the contract should include the agreed upon date and time that shooting will commence, the duration of shooting, and the price to be paid. Also to be included are the deliverables – the number of prints, an album, a DVD of images, etc. There should be no confusion as to when the contract is fulfilled. It is when payment is made, and the deliverables are delivered. Residual sales items (prints, albums, etc.) will often not be part of the contract (since the customer wants to see what you shoot before they commit, which is understandable), although it doesn’t hurt to have your price list and lead times for these items included in your contract. This will help prevent future confusion/discussion/negotiation for those items.

What else? A complete contract also includes language that limits your liability. Is there a retainer required? What if the wedding is cancelled? What if things are running late? What if you are told to go left by one person and then told to go right by another person? What if your camera spontaneously combusts? What if, what if, what if?!? The more scenarios that you can cover in your contract, the better off you’ll be IF those scenarios arise. I often tell the customer that the reason these items are covered is because they have come up before, perhaps not with ME, but they have caused a problem for someone in the past and have resulted in a dispute. The contract is for the protection of both parties, and the customer should welcome the fact that these things are down in writing. If they don’t value the contract or try to put it off or wiggle out of signing, WATCH OUT. Many photographers will not book a date without a signed contract and paid retainer – there are logical reasons for this. If you are looking for ideas for contracts, just Google “photographer contract” and several templates come up in the search results ranging from simple to complex contract templates. Use protection – protect yourself and your business. Save yourself a bunch of hassle. You really need a contract before shooting a wedding.

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As a wedding photographer, one of my most popular products that I sell is my time. What do you do when you are at an event, contracted for a start and end time of your services, your time runs out but the event isn’t over?

I photograph a clock. In this case, my iPhone.

Photographing a clock is proof that after that particular shot you were shooting on overtime for your clients and you can charge accordingly.

I never approach a client during an event to let them know that their time has run out, I simply ask if there are any additional images they would like me to create before I go. If you do not have the opportunity to talk to your clients, then you have a choice. You can leave as contracted, or you can stay and continue shooting.

If you stay and continue shooting then you give yourself opportunity for additional sales. You can show your clients the additional images, and perhaps they will want to purchase them. Your clients may also want to only purchase a portion of your extra images. My policy is to sell the first image equivalent to the amount of overtime I worked, and the rest are free.

You must be able to calculate the efficiency of your advertising efforts. When wedding photographers say their advertising is working, they generally just know that they are receiving calls and booking weddings. You must know more than this.

You must know if your marketing is efficient or not. The best way to give yourself the answer to this question is through the use of statistics. As a business owner that wants to succeed, you have a responsibility to track the statistics of your business. Through marketing you begin to attract individuals to your business. These individuals are inquiries, and you must ask each inquiry one basic question in order to create the statistics you need:

How did you hear about us?

Keep track of the following after your initial contact with your inquiry:

1. How many of your inquiries did you convert into consultations?
2. How many of these consultations did you convert into paying customers?
3. How many of your paying customers have you converted into repeat customers?

The answers to these questions will show you where you are the least efficient. If you see that you are only converting 10% of the inquiries you receive into consultations and 90% of the consultations you have are converted into paying customers, you know you must change the language used when answering your phone or replying to people inquiring about your services via email.

Tracking each and every inquiry will also tell you where your paid advertising is failing or succeeding. You do not need to focus on the ads that are doing the best until you have addressed the ones that are doing the worst.

You should be able to find out the “cost per lead” for each of the ads you have purchased. For example, if you paid $1000 for an ad somewhere and you received 10 phone calls from that ad, your cost per lead is $100. Think of it this way, when that phone rings, you are spending $100.

Being able to find your cost per lead for each of your paid ads is essential to becoming more efficient. This information will allow you to make educated decisions when the contracts for your ads expire. You will know which ads to keep and which to drop. You may decide to change the language in one ad to see if you can create different results. You may decide to take the money from one ad and use it to increase the size of another ad that is working better. If you do not have a system in place allowing you to track your cost per lead, you are just shooting in the dark, wasting your money and time. That is inefficient.

This next point is important. If you do decide to change an element in your weakest advertisement, make sure you only change one thing at a time. In the long run, this will give you clearer understanding as to whether or not the changes you have made are working. If you change too much all at once, you have no idea what specific alteration created the change, good or bad, and it will be harder for you to repeat the action in the future.