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The Photographer's Market Guide to Building Your Photography Business, 2nd Edition by Vik Orenstein

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CHAPTER 14:

MARKETING MADE SIMPLE

illustration

A holiday direct mail postcard for Darbonne Portraits.

I'm going to go out on a limb here and issue a statement that might make me unpopular in certain circles: Speaking strictly in monetary terms, great marketing and sales ability are more important to one's ultimate success than great photographic and artistic ability. This isn't fair. But it's true. I speak from my twenty-plus years in the business, observing my own and my colleagues' studios. There are photographers who are more talented than I am whose studios have failed. There are photographers who have little vision whose studios are thriving. The factor ...

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