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Missed moments are disappointing for both the client and the photographer. But stuff happens, and a lot of that stuff is outside our control. The one thing that remains in control is our contract.
One of the most overused cliches is that photographers “capture moments”. That simply means that the job is to take photographs of persons or things. Or persons doing things. Sometimes that means we place those persons deliberately in front of the camera and once satisfied, press the shutter button.
Depending on the job, though, we don’t always have the control we’d like. Weddings, parties, and events in general can turn into a clickfest of catching everything in the hope of catching something.
Once in a lifetime events can be stressful. These trigger all the wants and needs in your client’s dream gallery. Understandably so. To do your job, you need to know everything possible about that dream gallery. Certain events have a standard shot sheet of moments, groupings, and poses. If you do enough weddings, for example, you get to the point of running an assembly line of photos through your camera.
You’re a professional. You’ll get those scenes. But you’re not a mind reader.
Have a battle plan
The most important part of your job might not actually be taking photographs. Unless you manage your client’s expectations, you could be marching off to war. Battles are on the horizon.
Every project should include an interview and consultation appointment. This is best done human-to-human. Even if you can’t physically meet your client for this, modern technology has taken away all the excuses. It’s great to have a written questionnaire, but a few sentences, or even just phrases, don’t tell you everything you need to know. Send the questions before your consultation and you’ll be prepared to not only confirm but clarify the client’s priorities.
Some of the things you need from your client are the day’s schedule and locations. Unless you know who is where and when, you’re not going to get those photos. This also lets you know how much help, if any, you’ll need. Things happening simultaneously distances apart may need a second photographer. If a second isn’t included in your offer to the client, it’s critical to make them aware of it. The alternative is offer an upgrade in service and let the client consider their budget and priorities.
Every event has its luminaries. Bride and groom, birthday boy or girl, whomever the honoree happens to be. But there is almost always a list of guests the client doesn’t want missed. You have to know the who’s who of that guest list. While your mental assembly line will work to include everyone, you have no way of knowing that the woman in the corner has special significance. The nicest reportage photo in the world might still be a disappointment to the client who hoped for a portrait.
Let’s say it one more time. You are not a mind reader.
Even the best laid plans…
We have all been there. Even studio photographers, with the height of control, can see things fall apart in front of them. Clients off schedule, irritated, or distracted. Either not everyone shows up or extra people show up. Clients with last minute inspirations or requests that may or may not conflict with other things. Guests either leave early or demand your attention. Time runs out.
Whatever the reason, that dream gallery has some holes in it.
The cloud of dread hangs heavier each time you find another missing moment in your shot sheet. You hope your client will be so blown away by the content you did manage to get, they won’t notice or care about what you didn’t.
But what if they aren’t? What was the point of the interview, they may wonder. They had every reason to expect those particular photos. They’ve had plenty of time to get their hopes up. And now you’ve let them down. If only there was a defense against whatever storm might come your way.
Fortunately, there is.
The guarantee of no guarantee
A key point to managing expectations is reminding your clients about reality. No photographer goes into the work day ignoring the plan they’ve carefully built. Even if things start to implode early on, a professional will turn lemons into lemonade. The photographs you plan to take are a guide, not a guarantee. The client should know this from the beginning.
If your client agreement does not include language stating you make no guarantees, ask your attorney to update your contract. You will, of course, make every reasonable effort to get the shots on your list. But in reality, it isn’t always possible or practical to get every photo. You are not responsible to changes in schedule or other conflicts that cause those regrettable gaps.
It isn’t enough to just not guarantee the photos. The opposite of a positive is not always a negative. You should go further and state clearly that you do not guarantee any specific photos. Because you’ve taken such care to build your shot sheet, the client could easily assume that you agree to get every one of those photos. There is no room in a contract for assumptions.
There are two important points for dealing with the misery of the missed moment. Both are handled long before you ever pick up a camera.
- A clear list of the photos you want to take
- A statement of no guarantee of any photo
Missed moments are disappointing for both the client and the photographer. But stuff happens, and a lot of that stuff is outside our control. The one thing that remains in control is our contract.
Protect yourself by providing no guarantees.