Dear PPA Member,
My older brother is certified. (No, not certifiable...that's my younger brother.) He's received his certification as a Project Management Professional, which is a pretty big deal in his field. That being said, I won't let him touch my taxes or my car or diagnose my medical conditions. My taxes are completed by a CPA, my car is serviced by an ASE Certified mechanic and my doctor is AMA board certified. I expect that these individuals know what they're doing and that they're on top of the knowledge in their industry.
When clients are looking for photographers, being certified can make a difference between you and your peers in the same market. Moreover, the process of becoming certified is an experience that many believe help them become better photographers. It's a win-win situation for both you and your clients--you get a marketing edge, and a potential client gets a photographer who is technically and artistically competent and has taken the steps to become certified.
Certification in any field can be a daunting experience (I'm in the process of becoming a Certified Association Executive, so I understand daunting...), but it's worth it in the long run. If you're looking for a way to separate yourself from other photographers in your area, then this week's Vital Signs should be taken to heart.
PPA's Director of Member Value & Experience