All language subtitles for 5. Top Tip 05

There's an established theory in psychology called

Peak End theory.

And it relates very well to photography.

And Peak End theory is that when you do a job,

your clients remember the peak,

which invariably is the shoot itself.

And then the end, which is invariably,

when you deliver the final retouched pictures.

And other things can go wrong, but as long as they have a

happy experience in the shoot,

and then at the end of the shoot,

they feel it's all wrapped up well,

then you're a winner.

You've got a very good chance of getting used again.

And I think one of the most common problems that

photographers have is that they finish the shoots

and then they go off and they do another job.

And suddenly they're six days late delivering,

or they're six months late delivering their invoice.

And suddenly that last memory,

that end memory that the clients have of you is a bad one.

Now that doesn't just potentially screw up the shoot right,

or future work, but it screws up, it kind of,

it makes a mockery of everything you've done before.

It makes a mockery of you learning photography,

you going through all that work to get the client,

to build your folio, to build your following,

to build your technique,

to sort of learn about your artistry

and to understand listening to your own little voice.

It's all goes out the window because you ended badly.

Peak End theory.

50, 50.

Professional photographer.