You’re nobody until somebody copies you, right? Maybe a client screen-grabbed your online gallery instead of buying digital files. Maybe a new photographer is offering to shoot weddings at a quarter of the price you charge. Maybe you noticed another photographer’s “about me” page looks suspiciously similar to yours. Maybe every time you shoot in a new location, your closest competitor seems to shoot in that exact same location the following week.
They say there’s nothing new under the sun, but that’s a misleading saying. There’s a big difference between drawing inspiration and flat-out copying. Imitation is supposed to be the sincerest form of flattery, but the truth is, you work hard for your art, and it stings when someone rips you off.
But here’s what no one wants to talk about: You may be supporting the copycat epidemic without even realizing it.
It may sound hard to believe. But…have you ever bought a $5 set of 10+ actions, or subscribed to a dirt-cheap all-you-can-download service, or used your Photoshop skills to recreate a pricey original design you loved?
When photography is your passion, those little design elements -- your logo, your branding, your marketing materials, your albums -- might feel like the boring nuts and bolts of your business. But for professional graphic designers, that’s our art.
And just like you stress out when someone copies your signature style or invades your secret shooting location, we stress out when we see knockoffs of the templates we worked hard to conceive and create.
We promise, it’s not just our wallets we worry about. As photographers, you can relate to this too -- as much as you hate losing clients to cheap competitors, doesn’t it also bother you to see someone trusting their family’s memories to subpar work? Likewise, when designers see knockoff templates and products originally created to help photographers’ businesses, we get a little bummed because we know you and your business deserve better.
Here are a few problems with bargain-basement templates and actions:
To put it in photography terms, cheap knock-off templates are the neon grass and oompa-loompa skin of the design industry. We see it everywhere, we know it’s wrong, and we can’t help but cringe.
But here’s the biggest problem: It encourages stealing.
You know how fired up you get when you scroll through PhotoStealers.com? That’s how our designers feel when we release a new product, only to see a discount site attempt to whip up an exact replica two days later. Or when a designer spends weeks testing a new set of actions, only to have someone tweak a step or two and sell it under a new name. Or when someone teaches an editing workshop, and a month later one of their students is offering a workshop on the same exact technique. We’ve even seen photographers demanding discount sites to replicate a more expensive design they saw elsewhere.
Like you, we try to take the high road and tell ourselves that the clients who don’t recognize quality aren’t our ideal clients anyway. But like you, we secretly worry that this is becoming the industry norm, because too many creative folks are becoming complacent about it.
Bottom line: If you want to be respected as an artist, you need to respect artists. If you cringe when someone crops out your watermark, don’t download copyrighted templates and actions from a share site. If you hate losing clients to undercutters, then go out of your way to make sure you have a unique brand and offer a superior custom experience. If you’ve ever put your foot down about someone screen grabbing your images, don’t use unlicensed music on your website. If it drives you nuts when someone retraces all your locations, don’t beg discount sites to copy a template you saw elsewhere.
Want to break the cycle? Here are a few suggestions:
Hi! Tell us a little bit about yourself. How long have you been practicing photography professionally? What was your road like to becoming a photographer?
Hi friends! My name is Alicia from Alicia Lucia Photography. I am approaching my fifth wedding season as a photographer and while my path to becoming a photographer wasn’t always an easy one, I knew in my heart that I was always meant to do exactly this!
Building a solid brand is a key part of running a successful photography business, but it’s not easy work. It takes time to develop your photography style and your voice. And then it takes considerable effort to craft those into a brand that helps you stand out in a sea of other photographers. There’s often a large amount of trial and error involved because sometimes you do things without even knowing that hurt your brand. But don’t worry… we’re here to help! Here are ten ways you’re killing your brand and how to fix them.