Why Become a CPP

Certification is the most common, well-known and respected professional credential. Clients seek out credentialed professionals, and people recognize certification as a sign that you are an authority in your field. So it makes sense for you to be a Certified Professional Photographer to better market yourself to your clientele. Here are some specific ways certification can help you in your business.

Get folks in the door. Before you can show a consumer your portfolio or sell them on your services, you have to get them into your studio. With hundreds, sometimes thousands of photographers advertising in a market, this is not always an easy task. Advertising as a Certified Professional Photographer is one way to distinguish yourself from the masses. Certification gives clients a concrete business reason to put you on their short list. It‘s a third party validation of your expertise, and that speaks volumes to potential clients about your skill.

Justify your prices. The digital era has made it much easier for inexperienced part-time and flyby-night photographers to throw their hat into the ring, undercutting professionals with rock bottom prices. Certification is an easy way to help consumers understand and appreciate your level of experience and talent.

Don’t be afraid to explain to consumers how difficult it is to get this credential. You had to pass a very difficult written examination, and a scrutinizing panel evaluated your work. Additionally, let them know you have to recertify every five years. This ensures that Certified Professional Photographers are keeping their quality, skills and knowledge up-to-date. Ask potential clients how much they really know about your competitor‘s work. If he turns out to be a bad photographer, a lot of time and money will have been wasted. In the long run, it‘s often cheaper to choose someone they know is qualified.

It’s a great tiebreaker. It would be nice if every customer who looked at your work was immediately convinced to hire you, but that‘s not realistic. Consumers can be indecisive when all the photographers they‘ve interviewed take beautiful shots, have similar prices and seem like nice people. In many instances, certification can be a deal clincher. Most consumers aren‘t experts on photography, and they don‘t know how to select the most qualified photographer. So stack the deck in your favor by providing them with an expert opinion on your knowledge and skills. As a Certified Professional Photographer, you have passed a written photography exam and a panel of experts have reviewed your images and judged you qualified. Can your competition say that?