The IPPA Blog | The Blog of The Irish Professional Photographers Association

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A while back I posted an article on tethering your camera to an iPad wirelessly from Lee Morris of Fstoppers fame. Well here is another that might interest you from the same guys. It’s how you can wirelessly tether your iPad and use it as a second monitor in conjunction with a laptop or desktop for editing and other things.



And HERE is the link to buy the App.

Enjoy it and I hope it helps. If you find it useful perhaps you might leave a comment and tell us how you got on.


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What do you think coffee is worth?


I decided to conduct an experiment for the sake of making a comparison to photography branding and this blog. On Monday, after I dropped my two kids to school and with some money in my pocket, I headed to the city centre to run some errands.


Photography Branding

I decided I needed a coffee and I proceeded to park my car in the metered spot outside the door of the Starbucks on Mespil Road. I paid fifty cents for parking and I walked into the Starbucks, waited in line for about 10 minutes while I listened to “pick of the week” music playing out of the overhead speakers. The cashier took my order, and I paid €2.40 for a Grande coffee, plus a €0.60 tip.

Then, I walked over to the pick-up counter and waited another five minutes while the barista wrapped up the drinks he was making for the customers ahead of me. He handed my tall coffee to me, and apologized for the wait.

Total cost for a tall coffee at Starbucks: €3.00 (plus parking@ 50 cents!)

Total time at Starbucks, including parking: 20 minutes



Then, on my way out of town, I went ‘Drive Thru’ at my local McDonald’s in Nutgrove. There was one vehicle ahead of me, so within a mere 60 seconds of waiting, I was at the call box talking to the order-taker. She couldn’t hear me, so I had to place my order three times. Finally, the sound worked, and she captured my request for a medium coffee.

I drove around the corner of the building and paid under €2 for my coffee. At the next window, I picked up my medium coffee (it should be noted that a large is also the same price as a small and medium coffee at McDonald’s).

I spent about 3 minutes in the entire McDonald’s drive-thru and then headed home.

Total cost for my medium McDonald’s coffee: under €2

Total time at McDonald’s drive-thru: 3 minutes



On my drive home, I reflected on my experience. I waited significantly longer at Starbucks and had to hassle with parking my car. The people in Starbucks were nicer, the ambience was pleasant in the store, and the white paper cup the barista handed me felt good in my hand. By paying almost twice as much for a smaller cup of coffee, it got me an experience that “felt” better to all senses despite the hassle of parking the car and waiting longer. The wait was made pleasant via the music and kind employees.

My experience at my McDonald’s wasn’t horrific, but it wasn’t good either. By paying about half as much for a few more ounces in my cup, it came at the expense of not-so-nice employees, the smell of the car exhaust from the vehicle ahead of me, a cup that felt shiny, and just a general bad feeling (McDonald’s is just not a food establishment that “feels” good to me).



Why I bought two cups of coffee, really

I’ve been doing some research about pricing and branding strategies for my other business , recently. At a higher level, I’m interested in working with and helping photographers “take back” the photography industry. I wanted to have something to reflect on as a litmus test for some of my thinking.

Because customers expect stuff from “cheaper”. They associate an experience worth tolerating in exchange for “cheap”.

On the flip side, customers tend to feel good about an experience that is “worth more”. By paying more, they are sitting back and enjoying the tiny elements of delight the company or business owner took the time to architect.



How this relates to photography branding

My exercise resulted in a microcosm of proof that photography branding and evaluating the value of your photography can be done in the same way as the value of a commodity like coffee. Cheap can work fine for you, if your customer is expecting a “cheap-like” experience. And being worth more can work fine for you, if you are interested in crafting a delightful experience for your customers who are patient and willing to spend more time with you, because they value you more.

There is no definitively right answer, only a more right answer for you.

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  1. The most important order you ever get from any customer is the second order.
  2. Understanding and adapting to consumer motivation is not an option. It is an absolute necessity for competitive survival.
  3. Know the power of repetition. Your message must be consistent.
  4. The two most common mistakes companies make when using the phone is failing to track results and tracking the wrong thing.
  5. Marketing activities should be designed to increase profits, not just sales.
  6. It costs five times as much to sell a new customer as an existing customer. Get out that customer list!
  7. Selling what your customers need, instead of what you think they want, will lead to failure.
  8. Don’t think that product superiority, technology, innovation or company size will sell itself.
  9. Don’t neglect or ignore your current customers while pursuing new ones.
  10. People don’t buy products, they buy the benefits and solutions they believe the products provide.
  11. The average business never hears from 96% of its dissatisfied customers.
  12. 50% of those customers who complain would do business with the company again if their complaints were handledsatisfactorily.
  13. It is estimated that customers are twice as likely to talk about their bad experiences as their good ones.
  14. Exaggerated claims produce inflated expectations that the product or service cannot live up to, thereby resulting in dissatisfiedcustomers.
  15. Get to know your prime customers—the 20% of product/service users who account for 80% of the total consumption of that product class.

Hope it helps.

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How much junk mail, out dated subscriptions, spam and other crap do you receive into your inbox in any given week? How much time do you waste selecting, wondering, deleting all that email? How much of it remains clogging up your account on your providers server? Do you ever get a message from your server informing you that you are close to your maximum allocation of memory on your email. Time to do something about that!



Do yourself a favour and the next time rubbish arrives in your inbox from someone or something you subscribed to in 2004 and never read or need anymore, open it, scroll down and click on the unsubscribe button. It’s easy!

What if they dont have an ‘unsubscribe‘ button? Then politely email them and ask to be removed. You’ll save time in the long run, I’m sure of it.



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Client: “If you can do this job cheap, we have a lot more work for you in the future.”

You: “That sounds great and I really appreciate loyalty. Here’s what I’ll do for you Seanie. Because you’re promising me more work in exchange for a reduced price here, what I like to do is I’ll flip that. I’ll charge you my full fee on this first job, and when that next job comes in, I’ll offer you a reduction in my fee of 10-percent.”

Client: “Hmmmm, that’s interesting.”

You: “It is Seanie, it is! A lot of my clients really appreciate my flexibility to bend a bit in this difficult economy. And, let me sweeten the pot a little more. When that third job comes my way, I’ll increase that reduction to 20-percent. And even better, I’ll discount the fourth job 30-percent. So, when can we get started on this project?”

You’ve called his bluff and the total discount across all four jobs amounts to only 15-percent.

If you don’t get the job you will have found out three things:

#1 The client was fishing for a bottom feeder and you didn’t bite.

#2 You now know that in refusing your discount offer this client would have zero loyalty to you and is just looking for the lowest bidder out there.

#3 The clients who only seek out the lowest-priced supplier usually are more trouble than they’re worth. But you already knew that, didn’t you!

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