My Conversation with Paul Gittings
By Doug Box


It was in the mid 80's. I was attending one of my first conventions. I arrived at the banquet over an
hour early. I didn't know many people, I was so new in the business and scared to even talk to anyone.
Then I saw him, Paul Gittings, sitting alone outside the banquet hall. Being from Houston, I knew who he
was. In fact I had talked to Gittings about a job when I first moved back to Houston. They would have hired
me if I wanted to move to Seattle. But I digress. I wanted to go over to talk to him, but I'm a nobody.
I gathered all my nerve and walked over to him. There was no one else around. I stuck out my hand,
introduced myself and much to my surprise, he invited me to sit down. I did. And that began a
45 minute conversation between me and one of the greats in our industry.

Just recently I found notes that I made from that conversation. I wish I had been further along in my
career when I had my meeting with him. Maybe I would have ask better questions. Or would have
remembered more. At the end of my conversation, Mr. Gittings told me about his book. I ask, "Where can
I get one?". He told me that they weren't in print any more, but he had a few copies left. If I wanted one,
he would give me one if I would make a $100 donation to his favorite photographic charity. Wow, what an
opportunity, but alas, I didn't have the foresight, or the money to take advantage of this opportunity.
That evening, I shared the story with the people at my table, Marilyn Green ask me if I didn't want the
book, could she? I said yes, and she did. Years later, she loaned me the book. So the following is from my
notes that night and my notes from the book.

"What advise would you give a young photographer such as myself?" I ask. For the next 45 minutes,
Mr. Gittings spoke. During that 3/4 of an hour I listened, nodded, ask for clarification and mostly
was thankful he took the time to talk to me. He received a special award and I was proud to have
spent that time with him. Following is the wisdom he imparted:
"Don't compromise your self. Don't compromise your photography. And charge what you are
worth." Started Mr. Gittings. Make your product the best it can be. Spare no effort or expense to
constantly improve your skills and your product. You must me true to your self. Do the type of
photography you love. Have passion!

What is the best way to get business?, I ask.

Have a showing. Pick a theme, like children or business women, do your finest work. Display
only large prints - 20x24 or larger. Use the best frames you can afford. If you can only afford a
small showing, it is better to have a small number of images done very well than a large number done
haphazardly or poorly. In his book Mr. Gittings tells of his first showing to introduce direct color
portraiture to his Houston clients. Rather than invite the general public he sent 25 blank invitations
to each of the sitters.(40 different portraits were shown.) He spared no expense. He had a small sting
quartet, a dozen waiters in scarlet jackets, and plenty of champagne. More than 900 people came.
In his words, he was "made" in the new field of direct color portraiture.

He continued,"Have several large bottles of wine, it doesn't have to be expensive, a few pounds so
cheese and some nice crackers. It is best to do new portraits rather than use images for your
files. Show your best work. This will bring you business.

The next step to success is hire qualified sales people. Do not let the receptionist take orders. A trained sales
person is as important at the quality of the product itself. If at first you can not afford to hire a sales
person, study and learn sales techniques your self. Taking orders will keep you from being the financial
success you deserve. But as soon as you can, hire someone else to do the selling.

We developed specific questions to increase sales. We used, Where do you intend to hang your portrait?
How do you plan to illuminate your portrait? and What type of frame would compliment your decor
in your home."

From the book: The photographer doesn't sell photographs; he sells sentiment and flattery. From
the day that he (the photographer) understands the philosophy of the product he sells and bends his
efforts to that end alone, he (or she) will prosper.

The final bit of wisdom Mr. Gittings told me that night, and it is reiterated in the book. Expression sells
portraits; everything else the photographer does is secondary. Your attitude and personality in the
camera room is one of the most important skills you can develop.

On the last page of the book, Mr. Gittings writes:Finally, if I could choose those words of wisdom
which have served me best, during a long photographic lifetime, I would mention first:
"The only difference between the difficult and the impossible is that the impossible takes more time."
Sometimes the hundredth attempt is the one that brings success.

Because timidity and a small viewpoint have held back so many good photographers, I also earnestly believe
in this motto:
Make no small plans - they fail to stir a man's blood!"

The business world has infinite horizons which require broad vision, good judgment and a gambling instinct
to succeed. Luck plays an important part, but not unless the man is going in the right direction and is
receptive when the opportunity knocks.

This article is reprinted by permission of the author, Doug Box. To contact Doug, visit his web site www.SimplySelling.com or email him at dougbox@mac.com. You can also write Doug Box at 2504 County Rd 235, Caldwell, TX 77836