Photography Business Secrets: The Savvy Photographer's Guide to Sales, Marketing, and More Paperback – Mar 16 2013
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an ideal book to take a look at if you are thinking of becoming, or have recently become, a professional photographer earning money from your work (ePHOTOzine, April 2013) An often taken for granted, but crucial part of becoming a professional photographer. Sound advice, well delivered. (Digital SLR Photography, July 2013) Including useful graphics, tables and photos, it s an informative, honest book. (What Digital Camera, January 2014)
From the Back Cover
A successful photography business is 20% photography, 80% business
What sinks so many photo studios? It's not the quality of their work. It's failure to recognize they're running a business. That's why this book is not about planning a shoot, choosing lenses, or using Photoshop. It's the essential, no-nonsense guide to running your photography business.
Lara White has a proven method for getting control of your business so it doesn't control you. Whether you're ready to step up from hobbyist to professional photographer or you're already in business and feeling overwhelmed, this photography course in a book will get you on track.
- Choose your niche and your market
- Gain experience and build your portfolio
- Understand and craft the right photo business plan
- Cover critical accounting, legal, and insurance functions
- Develop your brand, identify the products you'll provide, and establish pricing
- Determine your photography marketing strategy and make sales
- Meet and exceed your clients' expectations
Find more resources at www.PhotoMint.com to help your photography business succeedSee all Product Description
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The book has four sections: moving from a hobby to a business; business fundamentals; sales and growth; and marketing. Each of the chapters in each of the sections emphasizes the practical aspects of the business of photography. As I read the book it was as if White had my checklist for the things that I look for in a book about the business. For example, she made it clear that any photography business has to cover living expenses in setting prices. This might seem self evident but many of the books on photography business don't even mention this. I also liked the fact that she continually emphasized the importance of continuously (but diplomatically) selling. In fact, her book covered every point that someone in the business, whether just starting out or already on the road, needs to keep in mind.
On the other hand, I wished that she had gone into greater detail. It's nice to know that you need a marketing plan, and to know what should be in it. It would be even nicer to have a sample marketing plan, not to copy, but to give an even better idea of how to create one. Similarly she often talks about software for running one's business but doesn't recommend brands. Perhaps it is contained in the resource guide on her Photomint website, which she regularly referenced, but in order to access the guide I had to register in a process that gave White access to my Facebook friends and other public information, which I found too intrusive. Of course this illustrates that White follows her own advice to always market.
Each section of the book contains extensive good advice, but it inevitably can only scratch the surface. It would have been nice to have had other recommended readings or a bibliography.
As I looked at all of the photographs in the book, I was reminded of a comment made by another writer on the photography business that a book on the business side of photography didn't require a single photograph. Still, I enjoyed the photographs of her wedding clients, even if they didn't contribute much to my understanding of the business side of photography. I'd have been happier if the author had used the space to provide greater detail.
Although White suggests that the information in the book applies to every genre of photography, it will probably be most useful to those dealing with retail clients, like wedding, portrait and event photographers. Those shooting fine arts, commercial and news can probably find better references. But for the first group of shooters, this book is a clear and comprehensive introduction to photography business and a must-have for any one considering launching a career in these areas.
I would maybe suggest this to someone who has just decided they want to be a photographer and has no idea what it's about. For myself, I'm off to find something better.
In short "Photography Business Secrets" is something that until now has been lacking in the vastly over crowded world of photography books.