Converting time into sales

Knowing when to invest extra time and effort into a shoot – and post-production – will save both time and money in the long run…

- Paul Wilkinson

Choosing whether to show your clients your straight-out-of-camera images or a fully finished, polished edit is an eternal puzzle. Investing time in images that haven’t yet sold will always feel uncomfortable, but it can be well worth the effort. There’s no getting around it; getting your images to the final, finished state is time-consuming – and anything in a business that is absorbing your time costs money!

I have always believed that the image captured in camera is only halfway ready for viewing by a client. And this isn’t something that is entirely down to the digital age; it was always thus – you only have to look at the incredible skills of master printers in bringing out the best of that precious HP5, Tmax or Neopan negative!

But the question is whether bringing the very best out of each image before the client has even seen them – let alone committed to purchasing them – is worth the time investment?

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