Introduction xvii
Section 1: Moving from a Hobby to a Business 1
Chapter 1: Photography as a Business 3
Business or Hobby? 4
Specialized vs General Photography 5
The Path to Your Photography Business 5
Full-Time vs Part-Time 7
Lifestyle Issues 11
Chapter 2: Training and Experience 23
Gaining Experience 24
On–the-Job Training 24
Building a Portfolio 28
Workshops and Seminars 30
Online Training 32
Chapter 3: Choosing Your Niche and Market 35
The Difference Between a Niche and a Market 36
The Different Types of Photography Business Niches 36
Picking the Right Niche for You 38
High-Volume vs Boutique Model 42
Generalist vs Specialist 47
Section 2: Business Fundamentals 51
Chapter 4: Business Basics 53
Business Skills 54
Business Plan 56
Calculate Overhead 59
Create a Budget 62
Business License 63
Name Search 63
Types of Businesses 64
Chapter 5: Accounting, Legal, and Insurance Concerns 67
Accounting 68
Legal Concerns 71
Insurance 77
Chapter 6: Your Brand 81
Branding Mistakes to Avoid 82
Name Your Business 85
When to Hire a Graphic Designer 87
Template Design 89
Logo Design 90
Business Cards 92
Custom Packaging 95
Your Online Presence 96
Signature Images 98
Brand Consistency 98
Industry Insiders: Tamara Lackey on Branding for Photographers 100
Chapter 7: Pricing and Products 105
How to Price 106
Weddings 109
Portraits 110
Consider Your Services 111
Living Expenses 112
Single-Price or Package Model? 112
Working for Peanuts 117
Products122
Other Pricing Considerations 128
Chapter 8: Clients and Customer Service 131
Customer Service 132
Managing Client Expectations 134
Educating Your Clients 137
Policies 143
Handling Difficult Situations 144
Industry Insiders: Jenika from Psychology for Photographers 148
Chapter 9: Day-to-Day Operations 153
Internal Organization 155
Production Workflow 161
Photo Management 166
Automating and Streamlining 169
Chapter 10: Client Deliverables 175
Prints 176
Digital Files 181
How Many Photos to Deliver 185
Delivery Schedule 186
Section 3: Sales and Growth 189
Chapter 11: Getting Sales 191
Be Attentive 192
Be Prompt 192
Sell the Experience 192
Be Creative 192
Consultations: The Key to Sales 192
Increasing Your Odds 194
Selling Add-On Products 195
In-Person Sales 202
Successful Portrait Sales 204
Promotions 207
Industry Insiders: Lauren Lim of Photography Concentrate Shares Tips for Shy Photographers 208
Chapter 12: Growing Your Business211
Grow or Stay the Same Size? 212
Annual Business Retreat 213
Outsourcing 215
Hiring Staff 216
Adding a New Service or Product Line 223
Raising Your Prices 223
Business Snapshot: 3 Years in Business Emma Case Photography 226
Business Snapshot: 5 Years in Business Elizabeth Halford, Gracie May Photography 232
Section 4: Marketing 237
Chapter 13: Understanding Your Clients 239
Finding Clients 240
Match Your Marketing to Your Audience and Style 240
Knowing What Your Clients Want 242
Client Referrals 242
Meeting with Prospective Clients 243
Industry Insiders: Jody Gray, of Zach & Jody, Nashville Photographers 246
Chapter 14: Style 251
Developing Your Photography Style 252
Matching Your Style to Your Niche and Market 256
Matching Your Branding and Style 257
Industry Insiders: Christine Tremoulet on Finding Your Style 258
Industry Insiders: Lindsay Adler on Working in Fashion Photography 262
Chapter 15: The Value of Marketing 267
What Marketing Should Do 268
Putting Together a Marketing Plan and Budget 269
Scheduling Marketing Throughout the Year 271
Evaluating Effectiveness 274
Develop a Tracking System 276
Do More of What’s Working 278
Chapter 16: Marketing Strategies 281
Traditional Marketing Methods 282
Marketing Tools 290
Online Marketing 290
Social Media 295
Getting Published 300
Client Testimonials 302
Industry Insiders: Jamie Swanson on Email Marketing for Portrait Photographers 304
Index 309