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Photography Business Secrets: The Savvy Photographer's Guide to Sales, Marketing, and More Paperback – Mar 16 2013

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Photography Business Secrets: The Savvy Photographer's Guide to Sales, Marketing, and More + Direction & Quality of Light: Your Key to Better Portrait Photography Anywhere + Picture Perfect Posing: Practicing the Art of Posing for Photographers and Models
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Product Details

  • Paperback: 336 pages
  • Publisher: Wiley (March 16 2013)
  • Language: English
  • ISBN-10: 1118488407
  • ISBN-13: 978-1118488409
  • Product Dimensions: 18.8 x 1.8 x 23.4 cm
  • Shipping Weight: 748 g
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: #32,621 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description


' 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.

Learn to:

  • 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 to help your photography business succeed

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most helpful customer reviews

By Hart Engel on Dec 27 2014
Format: Paperback Verified Purchase
Good book. A must read for any photographer.
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Most Helpful Customer Reviews on (beta) 73 reviews
39 of 41 people found the following review helpful
20/80 March 17 2013
By Conrad J. Obregon - Published on
Format: Paperback
"A successful photography business is 20% photography, 80% business". Lara White says this right at the beginning of her book and continues to remind the reader right up until the end. In fact, she places so much emphasis on this fact that it might discourage some photographers from ever going into business. That's a good thing.

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.
29 of 33 people found the following review helpful
Wish There was More Detail June 20 2013
By Holly Clark - Published on
Format: Paperback
After watching a marketing seminar, I wanted to get some more photography based marketing information. This book had great reviews and it was available at my library so I thought "Why not?" I must know more about the business of photography than I thought because this book didn't help me much at all. I got through it in one day and at the end felt unsatisfied. I was excited to get to the marketing section but there just weren't enough details! "Make a Twitter and Facebook" Uhh..okay can you give me some more hints as to how to get my brand out there with Twitter and Facebook? She gave some great ideas and honest truths about what type of marketing works and what doesn't, but left me high a dry with no examples or help.

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.
16 of 18 people found the following review helpful
A well written and presented new book filled with ideas for the photography business. March 15 2013
By Robert E. Handley - Published on
Format: Paperback Verified Purchase
"Photography Business Secrets" this is a fantastic book. Well thought out and presented. Lots of photographs, illustrations, and charts. Every Portrait, Wedding and Event photographer should have a copy of this book in their photo library, and read it from cover to cover. It is priced very affordable and just one idea would more then pay for the book. I have been in business for over 47 years. Things are changing in our industry all the time. I have not been around so long, that I know everything. I see things in this book that can help improve my business. I have an open mind and I am willing to learn from others as well as teach. It is great to see some one with fresh new ideas for our profession.
7 of 7 people found the following review helpful
A must read for those in the business of photography. March 29 2013
By T.F.Lemieux - Published on
Format: Kindle Edition Verified Purchase
This book is chock full of information for anyone running or starting a photography business. Lara covers so many things in this book that until now have been neglected leaving photographers to figure it out for themselves for far to long. From making the transition from hobby to business, to marketing, to work flow, to pricing, you name it, she's got it covered. Lara's writing flows well and is easy to comprehend. It is detailed enough to be helpful without bogging the reader down with needless rabbit trails. The order of the book is well thought out and leads the reader step by step through the process of establishing and running a photography business. I really like that she gets you thinking about the big picture as well as the details. Speaking of pictures, there are lots of pictures in this book and I did find myself wondering why they were included in the book as I read it. But they are quality photographs and while they do not seem to add to the book they in no way detract from it either. In the end no mater how you look at it this book is a well written and much needed recourse for photographers. As both a photographer and a business consultant I highly recommend this book for anyone who wants to either start a photography business or improve the one they already have.

In short "Photography Business Secrets" is something that until now has been lacking in the vastly over crowded world of photography books.
7 of 7 people found the following review helpful
The perfect book for the Pro or budding photographer. March 21 2013
By James R. Oliphant - Published on
Format: Paperback Verified Purchase
Lara White has done an excellent job bringing her love for the industry and love for helping other photographers into a very useful and informative book. I feel that the book was very well thought out, and covers so many of those questions that new, and established photographers often ask. Lara knows her business, and it really shows.

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