Why The Right Brides Love Your Work...and The Wrong Ones Won't

Issue #27

[Read Time < 6 Minutes]

A photographer’s style is their aesthetic, their look and their signature.

From a visual standpoint, it’s the first thing a bride looks for when choosing a photographer. When they see work that connects with them, they can almost see themselves in that photo.

Of course, this initial attraction is a lot like dating or shopping for a car.

You might love the car from the outside, but once you get behind the wheel, something doesn’t feel right.

He might look cute from across the room, but then he opens his mouth...

Judging might not be appropriate for some things, but when you’re selecting the person to take photos of you on the biggest day of your life, and you’re prepared to pay them thousands of dollars, first impressions are not only huge, they MATTER.

Your photographic style matters…but differently than how you may think.

Now, first off, when I say “style,” I don’t mean editing style. That’s different.

The treatment or “special sauce” you add to your photos when you process is like the color palette you prefer to paint with.

Some like vibrant colors, others muted pastels. Some dark and moody, others bright and high key.

Not to confuse the issue, but that is also a part of your look. What I’m referring to is about your shooting style before you process.

I’m talking about the way you shoot.

Despite what some may say, there are really two main styles of wedding photography, and though you may choose to be flexible and play both ways, your portfolio will quickly show which camp you’re in.

Let’s keep it simple.

You’re either a Posed Photographer or a Candid Photographer (unposed).

If you’re reading any bridal magazine, you’ll see more colorful categories, and here’s how to define them.

• Editorial - Posed

• Documentary - Candid

• Traditional - Posed

• Photojournalistic - Candid

• Fine Art - Posed

• Lifestyle - Candid

Don’t worry, there’s not one that’s better than the other. Both styles are effective and popular and marketable. The takeaway here is about you and how you want to be seen by your brides.

Full disclosure, I’m a wedding photojournalist, so when I sell myself to my bride and groom, I’m selling MY candid style to them. I do not sell a posed style.

I do get asked quite often, “Do you shoot more traditional and group photos as well?” and to that I say, “Absolutely.”

The difference is how I treat the rest of the day. You may have different questions asked of you if you choose to shoot with a more posed style.

If you’re going to be a success in any endeavor, you must be true to yourself and to your way of creating.

When I started, there was only one style of wedding photography - Posed.

If you got married before 1997, most likely, your wedding photos were all posed unless you were lucky enough to have an artsy friend take candid photos of you.

I worked for two photographers in the 90s who created beautiful wedding photos and were loved by their clients, but as a photographer, I saw things differently. I loved documentary films, and when I shot my first two very small weddings, I shot the way I wanted, candid.

Then I met Denis Reggie, the guy who coined the term Wedding Photojournalism, and everything changed.

As I watched him display his photos to a group of professional photographers, most scoffed and said things like, “This isn’t how you shoot weddings.”

But I saw his photos, heard the term “Wedding Photojournalism,” and said, “THIS is what I do!”

When I moved to my new home in the Midwest a few months later, I brought my new, candid style of wedding photography with me, and it was very different from what other wedding photographers were doing (call me a trailblazer!)

These days, wedding photography is less “regulated” by style, and anything goes.

You get to decide what YOU want to do and how your work is represented.

There are a LOT of different brides with a LOT of different tastes, and the good news is that you don’t have to shoot them all. You only have to shoot the weddings that connect with your style.

I’ve attended dozens of wedding shows, and I can tell you with 100% accuracy that my style did not connect with every bride there.

This is also awesome news because we’re not even talking about price at this point - it’s about style.

Your photographic approach will be loved by many if you are true to yourself, and sell your style and what it means to you and your couples.

There are tremendous benefits to the way you shoot - posed or candid. It all comes down to how you sell your work.

Don’t be afraid to be bold and conform to the “way it’s always been done.” And absolutely DO NOT change what you do for a bride who wants something different. This will only hurt you both.

One of the hardest things I had to do in my wedding career happened when meeting a TV personality who wanted me to shoot her wedding.

She was beautiful, everyone knew her, and it would’ve been a big deal to my career as I was just starting out and still working a day job.

She loved my work and wanted to fly me to Chicago for her wedding. During our initial meeting, however, she said something that would ultimately be a deal-breaker.

While I was describing my hands-off style, she told me how important it was to look perfect in every shot.

“If you need to jump in during the first dance or another important moment to make sure so I look perfect, that’s what I want you to do.”

For a photographer with a posed style, this would have been perfect - A bride who is giving me a license to create the perfect shot.

For me, I simply couldn’t make this promise. It’s not who I am and how I work. I want my bride to look amazing but I won’t sacrifice an emotional moment to fix a hair.

I had to say no to Chicago, no to the guest list that would have been impressive and filled with referrals, and no to the beautiful bride.

But as hard as that was, I knew I did the right thing.

She wanted something I could not give her, and rather than disappoint her on the greatest day of her life (or pretend and be someone I’m not), I chose to let a professional photographer who would be more attentive to perfect posing take this one, even during the first dance (yikes).

So the moral of this story is to adopt a style that is your own - posed or candid, and to sell what makes you and your work amazing.

Haven’t shot many weddings? That’s OK because YOU know what your style is and YOU know how you’re going to make your bride look amazing, and THAT is what you’re going to sell.

Trust me, it’s easier to let your passion pour out when you’re honest with yourself and your brides. It’ll show in your work.

Show and sell with integrity, and you’ll make a fantastic connection to the brides who love your work and your style of creating.

“Create your own visual style... let it be unique for yourself and yet identifiable for others.“

– Orson Wells

Choosing your photography style is essential to your success, and THIS is what I write about each week in this newsletter.

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