Expert Advice: Treatments

I consult with photographers daily about developing estimates for projects big and small. Once we put the finishing touches on an estimate and are ready to submit it to a client, we often deliver it as a two-page PDF — the estimate on one page, and the Terms & Conditions on the other — attached to an email containing a delivery memo. In most cases, this is what’s expected, but there are occasions where you’ll want to go the extra mile by including more detailed information in the form of a treatment.

I’ll often recommend this approach to a photographer when the project requires a substantial financial commitment from a client. It can also be a great tool to convey a higher sense of professionalism or supply additional information that may be difficult to elaborate on within the estimate. Treatments are sometimes lengthy, but they can also be a simple, sophisticated way of delivering said additional information.

Regardless of how simple or detailed you want to make your treatment, I’d recommend that you include a few basic elements at minimum:

• Cover Page: This should include your logo, the date of submission, and a title for the proposal. You should include the client and agency’s name when practical.

• Cover Letter: This could either expand upon your enthusiasm for the project and appreciation for the opportunity or it could detail some of the finer points of your estimate. If you feel that you have a lot to elaborate on, you can create a separate page that explains your approach with regards to the scope of the project.

• Sample Images: If you’re submitting a proposal for a project, it’s likely that the client reached out to you because they felt you were appropriate for the given commission. You should remind them why you’d be a good fit by showcasing a handful of your images that relate to the assignment and prove that you have the experience they require.

• The Estimate: This should include all of the fees relating to the project. You can read our Pricing & Negotiating articles for an in-depth look at the thought process behind a proper estimate.

• The Terms and Conditions: In addition to the fees, you should have a document dictating your desired terms for the project. This includes items such as cancellation policies, payment terms, and turnaround times.

• Contact Information: Make sure to include your email address and phone number in the treatment as well as in your delivery email. You want to make it as easy as possible for a client to get in touch with you.

• Consistent Branding: Your treatment should match the branding used on your website and in any other letterhead or marketing material that you create. Consistent use of your logo, color palette, and font across multiple platforms is vital to establishing your brand.

A treatment can not only serve to flesh out your methodology, it can help the client get to know you better. Earlier this month, Lindsay Thompson completed a colorful treatment for Chicago-based food photographer Jason Little that discussed how his approach to lighting would ensure quality imagery for the client’s ask. Toward the end of the treatment, Jason included a bright, sunny photo of him smiling next to some easy-to-digest fun facts. The combination of the image and the fun facts makes the reader feel like they know Jason before they ever meet him in person:

Of course, a contemporary treatment also needs to include an approach to mitigating the spread COVID-19, namely the steps everyone needs to take before and during a potential shoot. I recently worked with Philadelphia-based Colin M. Lenton, whose treatment had an “Approach” section which featured four precautions that ensure safety is paramount. Here’s a look at the entire treatment:

Though Colin’s treatment is fairly detailed, some clients require you to share even more information. In those cases, you may want to expand your template to include some (or all) of the following:

• Sample locations or studio options
• Portfolio images from your hair/makeup, wardrobe and/or prop stylists, as well as samples from a professional retoucher if required.
• Bios of your crew (such as your assistants, digital tech, producer, stylists etc.) and brief descriptions of their experience.
• A detailed overview of your creative approach for the project and your qualifications.
• A detailed overview of the production approach and a proposed schedule including dates for pre-production, shooting, post-production and image delivery.
• References and contact information from previous clients

LA-based photographer Caesar Lima contacted our team to help him put together a treatment that included many of these additional elements. In that case, the client actually laid out their required format for his proposal. They wanted to understand how Caesar would accomplish the project, and also required a lengthy list of information in order to be considered for the project. With the help of our designer, copywriter, and photo editor, we helped him put together the following treatment:

You’ll notice that Caesar’s treatment is in a vertical orientation, whereas other treatments can be horizontal. There is, of course, no right or wrong way to go about it, but horizontal formats tend to be received well since they’re more appropriate for an on-screen display.

Whichever format you decide to go with, you should have a template on hand that’s quickly and easily customizable; this way, you can efficiently put together a treatment for fast-moving projects. We’ve found that Keynote is a fantastic software for creating treatments, as is InDesign. However, if you lack the technical experience for those programs, you could even use Microsoft Word in a pinch.

No matter the program you use, be sure to export and deliver PDFs since almost everyone has the ability to open and print a PDF on their computer.

Need assistance with a treatment or estimate?

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