The CPP Advantage
Certification helps to show potential clients the value in hiring a true professional. Consumers might not know much professional photography, but they understand that certification means professional-quality goods and services. Anyone can buy a camera and take some pictures, but a Certified Professional Photographer (CPP) designation shows clients that you are a true professional in your field.
Clients in every industry seek out credentialed professionals, as the public recognizes certification as a sign that one is an authority in the field. A CPP designation offers potential clients an assurance, not just of quality, but of technical skill and artistic expertise.
We'll let PPA member, Dave Goldman, CPP, have a crack at this one:
"Would you use a first-year resident as a doctor because you can save a few dollars on an operation or use a specialist recognized by his peers in a particular profession? Certification shows that you took the time to learn about what you are doing and how you perform to a higher standard. Each client that comes to my studio asks me about the very visible certificate on the wall. I explain the difference between CPPs and everyday photographers and educate them on the investment they are about to make. Certification makes it a critical difference."
Here is an outline of the CPP Advantage:
Trust is key in any relationship, right? Potential clients want a photographer they can count on, and certification gives them that extra level of confidence. With hundreds, sometimes thousands of photographers advertising in the same market, it's not always an easy task to get them through your studio doors. But advertising as a CPP is one way to distinguish yourself from the masses. Certification gives clients a concrete business reason to put you on their short list.
"Photographers are coming out of the woodwork in every town in America, and being a CPP places you in a much different category than the average photographer. Being a CPP has opened doors to numerous corporate jobs, magazine work, sports contracts and several other opportunities in my career." - Gregg Martin, CPP
The digital era has made it much easier for inexperienced part-time and fly-by-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.
You can't just declare yourself certified. Certification is granted by Professional Photographers of America, the world's largest non-profit association organized for professional photographers, and that speaks volumes to potential clients about your skill. When potential clients become aware that Certified Photographers must recertify every three years, they understand that education, training, and the latest industry techniques and skills are important to you and your images.
"Technological advances have resulted in a huge number of aspiring photographers entering the market and presenting their imaging skills as being professional. Isn't it time you demonstrated to the public that there is a difference in being a CPP, that you have the skills for your profession, and that you can be held to the same high standards that are expected from other professions?" - Dennis Nisbet, Cr.Photog., CPP
- There is a CPP Standard. What is it?
- What's a Certification?
- What Motivated Photographers to Get Their CPP?
- Why Hire a Certified Professional Photographer (CPP)?