Today I heard an update about an outstanding professional headshot photographer whose services I have used several times in the past. He’s been hard up lately for clientele and is thinking of lowering prices and providing additional services to make up for it.
There’s no question that the increasing availability of excellent low-cost digital cameras and home-based reproductions is rapidly contributing to a “buyer’s market” in the land of headshot photography. I view this is a good thing.
But buyer beware! A great headshot is still a great headshot and if you don’t know what you’re doing you will be at a serious competitive disadvantage when you unleash your discount wares upon a crowded marketplace.
Always, always, always remember that your headshot is your basic marketing tool. You will spend hundreds (perhaps thousands) of dollars and just as many hours promoting yourself with your headashot over the life of the picture (two years, sometimes more). I’m specifically thinking about mass-mailings, online submissions, specific targeted submissions, interviews with agents and casting directors, and the auditions that will inevitably result from these activities. It’s a big initiative that will require tremendous personal resources– time, effort, money. If you’re pouring all those resources into the circulation of a mediocre picture, what’s the point? Why sabotage yourself from the get-go?
It’s great that actors no longer need to spend ridiculous amounts of money ($1,500 or more!) on headshots. But this doesn’t give you permission to go the cheap route and expect the same results. Personally, I’d much rather overpay for a great shot then save a bundle yet be stuck with something that will be only marginally effective.
Ultimately it’s your call. Just remember that other actors as talented and good-looking as you are will make the sacrifice and spend the extra money to get a fantastic headshot. Do you really want to give them a marketing advantage over you by doing less?
