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Photography Business Secrets: The Savvy Photographer's Guide to Sales, Marketing, and More

Book Description

Give your photography business an edge with these professional insights

There are already more than 150,000 professional photographers in the U.S., according to Department of Labor statistics, and thousands of serious amateurs are continually seeking to become established. Whether yours is a new or long-standing photography business, you have plenty of competition. Lara White has collected the best advice from her popular photography business website, Photomint.com, into this guide for your reference. She covers establishing your brand, defining policies, setting prices, creating a marketing plan, networking, and a great deal more.

  • Photography is a rapidly growing industry, placing both established and beginning photographers in tough competition for business

  • Author Lara White runs a popular website teaching successful business strategies to photographers; this book collects and organizes valuable information to help newcomers get started and existing businesses grow

  • Covers business fundamentals including establishing a brand, defining studio policies, setting pricing, creating a marketing plan, understanding your audience, networking, and effective social media marketing

  • Provides proven tips for building a successful photography business

Photography Business Secrets is packed with advice that can help your photography business succeed and thrive, even in today's economy.

Table of Contents

  1. Introduction
  2. SECTION 1: Moving from a Hobby to a Business
    1. CHAPTER 1: Photography as a Business
      1. Business or Hobby?
      2. Specialized vs. General Photography
      3. The Path to Your Photography Business
      4. Full-Time vs. Part-Time
      5. Lifestyle Issues
    2. CHAPTER 2: Training and Experience
      1. Gaining Experience
      2. On-the-Job Training
      3. Building a Portfolio
      4. Workshops and Seminars
      5. Online Training
    3. Chapter 3: Choosing Your Niche and Market
      1. The Difference Between a Niche and a Market
      2. The Different Types of Photography Business Niches
      3. Picking the Right Niche for You
      4. High-Volume vs. Boutique Model
      5. Generalist vs. Specialist
  3. SECTION 2: Business Fundamentals
    1. CHAPTER 4: Business Basics
      1. Business Skills
      2. Business Plan
      3. Calculate Overhead
      4. Create a Budget
      5. Business License
      6. Name Search
      7. Types of Businesses
    2. CHAPTER 5: Accounting, Legal, and Insurance Concerns
      1. Accounting
      2. Legal Concerns
      3. Insurance
    3. CHAPTER 6: Your Brand
      1. Brandings Mistakes to Avoid
      2. Name Your Business
      3. When to Hire a Graphic Designer
      4. Template Design
      5. Logo Design
      6. Business Cards
      7. Custom Packaging
      8. Your Online Presence
      9. Signature Images
      10. Brand Consistency
    4. CHAPTER 7: Pricing and Products
      1. How to Price
      2. Weddings
      3. Portraits
      4. Consider Your Services
      5. Living Expenses
      6. Single-Price or Package Model?
      7. Working for Peanuts
      8. Products
      9. Other Pricing Considerations
    5. CHAPTER 8: Clients and Customer Service
      1. Customer Service
      2. Managing Client Expectations
      3. Educating Your Clients
      4. Policies
      5. Handling Difficult Situations
      6. Industry Insiders: Jenika from Psychology for Photographers
    6. CHAPTER 9: Day-to-Day Operations
      1. Internal Organization
      2. Production Workflow
      3. Photo Management
      4. Automating and Streamlining
    7. CHAPTER 10: Client Deliverables
      1. Prints
      2. Digital Files
      3. How Many Photos to Deliver
      4. Delivery Schedule
  4. SECTION 3: Sales and Growth
    1. CHAPTER 11: Getting Sales
      1. Be Attentive
      2. Be Prompt
      3. Sell the Experience
      4. Be Creative
      5. Consultations: The Key to Sales
      6. Increasing Your Odds
      7. Selling Add-On Products
      8. In-Person Sales
      9. Successful Portrait Sales
      10. Promotions
      11. Industry Insiders: Lauren Lim of Photography Concentrate Shares Tips for Shy Photographers
    2. CHAPTER 12: Growing Your Business
      1. Grow or Stay the Same Size?
      2. Annual Business Retreat
      3. Outsourcing
      4. Hiring Staff
      5. Adding a New Service or Product Line
      6. Raising Your Prices
      7. Business Snapshot: 3 Years in Business Emma Case Photography
      8. Business Snapshot: 5 Years in Business Elizabeth Halford, Gracie May Photography
  5. SECTION 4: Marketing
    1. CHAPTER 13: Understanding Your Clients
      1. Finding Clients
      2. Match Your Marketing to Your Audience and Style
      3. Knowing What Your Clients Want
      4. Client Referrals
      5. Meeting with Prospective Clients
      6. Industry Insiders: Jody Gray, of Zach & Jody, Nashville Photographers
    2. CHAPTER 14: Style
      1. Developing Your Photography Style
      2. Matching Your Style to Your Niche and Market
      3. Matching Your Branding and Style
      4. Industry Insiders: Christine Tremoulet on Finding Your Style
      5. Industry Insiders: Lindsay Adler on Working in Fashion Photography
    3. CHAPTER 15: The Value of Marketing
      1. What Marketing Should Do
      2. Putting Together a Marketing Plan and Budget
      3. Scheduling Marketing Throughout the Year
      4. Evaluating Effectiveness
      5. Develop a Tracking System
      6. Do More of What’s Working
    4. CHAPTER 16: Marketing Strategies
      1. Traditional Marketing Methods
      2. Marketing Tools
      3. Online Marketing
      4. Social Media
      5. Getting Published
      6. Client Testimonials
      7. Industry Insiders: Jamie Swanson on Email Marketing for Portrait Photographers