The Photographer's Guide to Marketing and Self-Promotion

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Overview

This fourth edition is updated throughout with the best current marketing and promotional practices, including using e-mail, social media, and effective Web sites; what's new in photography portfolios; how to shoot what you want and sell it too; plus 25 in-depth case studies interviewing top photographers in commercial, editorial, wedding, portrait, event, and fine art photography. Promotion pieces, portfolios, researching and winning clients, negotiating rates, finding and working with reps, computers, and the ...

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The Photographer's Guide to Marketing and Self-Promotion

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Overview

This fourth edition is updated throughout with the best current marketing and promotional practices, including using e-mail, social media, and effective Web sites; what's new in photography portfolios; how to shoot what you want and sell it too; plus 25 in-depth case studies interviewing top photographers in commercial, editorial, wedding, portrait, event, and fine art photography. Promotion pieces, portfolios, researching and winning clients, negotiating rates, finding and working with reps, computers, and the ethics of good business are just a few of the topics covered. Real-life examples, case studies, and interviews, clearly show photographers how to build a satisfying and lucrative career.

Shows freelance photographers how to plan and execute self-promotion campaigns that will help them sell more of their photos.

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Editorial Reviews

PhotoStockNotes
"Maria Piscopo will take you by the hand and show you the marketing strategies that are available to you no matter your budget. . . . This book is well worth reading and re-reading over and over again and an excellent reference to all things marketing and self-promotion."
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Product Details

  • ISBN-13: 9781581157147
  • Publisher: Skyhorse Publishing
  • Publication date: 6/22/2010
  • Edition number: 4
  • Pages: 256
  • Product dimensions: 6.00 (w) x 8.90 (h) x 0.70 (d)

Meet the Author

Maria Piscopo has been a photographer's representative for more than twenty years. She started her own business as a marketing representative for artists and photographers in 1978. She has consulted, lectured extensively, and written about selling photography. She teaches artists, designers, and photographers at the internationally renowned Art Center College of Design in Pasadena, California, and for Dynamic Graphics Educational Foundation. Piscopo writes print and electronic media magazine articles and columns in more than a dozen visual arts industry publications. She is also the author of Marketing & Promoting Your Work, and has a series of four videos covering the topics of her seminars and conference workshops. She lives in Costa Mesa, California.
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Table of Contents

Acknowledgments xi

Section 1

Chapter 1 The Business Side of Self-Promotion 3

Tools for Personal Productivity 3

What Your Photography Clients Really Want 8

Chapter 2 Getting Started in Business 13

Financial Factors 13

Legal Factors 16

Identify Your Marketing Message 18

Sample Business Plan Outline 20

Case Study: Ira M. Gostin, Marketing Strategist 21

Chapter 3 The Ethics of Good Business 23

Ethics Are Not Always Big Decisions 23

Ethical Issues with Clients 24

Chapter 4 Photo Representatives, Other Agents, Hiring and Working with a Marketing Coordinator 31

Art/Photo Representatives 31

Other Types of Reps 32

How Do You Know if You Are Ready for a Rep? 32

How Do You Find a Rep? 33

Case Study: Rhoni Epstein, Rhoni Epstein Photo Group 35

Hiring and Working with Marketing Coordinators 36

Section 2

Chapter 5 Types of Clients 43

Digital Photography 43

Consumer Clients 44

Commercial Clients 45

Chapter 6 Marketing to Commercial Clients 49

Once You Have Your Marketing Message 49

Use All the Tools 50

Case Study: Working with Commercial Clients Lon Atkinson 51

Chapter 7 Marketing to Consumer Clients 57

The Balance of Personal and Non-Personal 57

Planning Your Budget 58

The Never Ending Cycle 60

Case Study: Andy Marcus, Fred Marcus Photography 60

Chapter 8 Marketing on the Internet 63

Where to Place Your Web Site 63

Better Working Web Site 65

Add Useful Information 66

Driving Traffic to Your Web Site 67

Search Engine Optimization 68

Social Media and the Ubiquitous Blog 69

Case Study: Marketing with Your Web Site Gil Smith 69

Section 3

Chapter 9 Researching New Clients 75

Primary Market Research 75

Buying Databases and Lists Information for Leads 78

Secondary Market Research 79

Chapter 10 Computers for Your Business Management and Marketing 83

Get Professional Help 83

Better Management of Your Business 84

Publishing Promo Pieces 87

Bookkeeping and Accounting 87

One That Does It All 88

Backup and Anti-Virus 89

Chapter 11 Steps to Selling 91

Finding the Will to Be Persistent 91

The Rule of 3 92

Making Better Submissions 92

Scripting for Conversation Etiquette 92

The Motivation to Make the Call 93

Handling Objections 94

Get the Name of the Person in Charge 94

Get an Appointment 95

Get Information 95

Present Yourself to Build Follow-up 96

Dealing with Voicemail 98

Chapter 12 Packaging Your Cost Proposals 101

The Big Question 101

PLUS Size Resources 102

The Project Description 102

Take Some Time 104

Considerations to Negotiate 104

Talking About Price 105

The Written Proposal-Package Your Price 106

Case Study: Meeting Your Needs and the Client's Needs, Andy Batt and Therese Gietler of andyBATTstudio, LLC 110

Chapter 13 Keep Clients Coming Back 113

Demonstrate Technical Ability 113

If You Do Not Have Experience 114

Show Your Creativity 114

Offer More Services 115

Be a Professional 115

Meet the Client's Real Needs 115

Make Them Feel Safe 116

Handle Conflict Better 116

What to Do Next? 117

Case Study: Keep Clients Coming Back Tracey Clark Patrick Ecclesine 117

Section 4

Chapter 14 Advertising as a Marketing Tool 123

Submitting Free Listings 123

Buying Display Advertising Space 124

Planning Display Advertising 125

Sometimes There Is a Gap 132

Chapter 15 Direct Mail Marketing 133

The Gap Is Back 135

Frequency and Re-Use 135

Set Specific Goals 135

Plan and Test 136

Design Criteria for Direct Mail 137

Image Selection for Direct Mail 141

Case Study: Direct Mail Marketing, Fred Hernandez at Modern Postcard 143

Chapter 16 E-mail Marketing 147

Do and Don't E-mail Design Issues 148

Avoid Sending Spam 152

E-mail Service Providers 156

Case Study: E-mail Marketing with Meg Baisden, Meg Baisden Photography and Suzanne Norman at Emma® 157

Section 5

Chapter 17 Portfolios That Sell Your Work 161

Portfolio Planning 162

Creating Portfolio Images 164

Case Study: Portfolios That Sell, Louisa J. Curtis, Chatterbox Enterprises 165

Chapter 18 Promotion Pieces 167

Primary Promotion 167

Secondary Promotion 171

Case Study: Producing Promo Pieces Steven E. Gross Tony Blei Jesse Diamond Henry Lehn Julie Diebolt Price 175

Chapter 19 Public Relations 179

Planning and Writing Press Releases 180

Entering and Winning Awards 187

Events and Programs 187

Photo Workshops 188

Case Study: Benefits of Public Relations, Erika Taylor Montgomery, Three Girls Media, Buzzle Talk TV & Radio, and Girl Talk TV 188

Case Study: Working with a Public Relations Firm, Trishann Couvillion, Fire Eyes Photography 191

Chapter 20 Marketing by Association 193

Client Associations 194

Community Associations 195

Peer Associations 196

Case Study: Photographers Making a Difference Paul Mobley Colin Finlay 197

Section 6

Chapter 21 Writing the Commercial Client Marketing Plan 203

Case Study: Event Photography for Commercial Clients 207

Case Study: Finding Commercial Clients Right for You 209

Case Study: The Future of Marketing Commercial Photography 212

Chapter 22 Writing the Consumer Client Marketing Plan 215

Case Study: Consumer Event Photography Jim Roshan 215

Case Study: Success in the Portrait Market Davis Freeman 219

Case Study: Growing Your Wedding Business Andrew Niesen 220

Chapter 23 Selling Your Personal Work 223

But Is It Art? 224

Are You Ready for the Fine Art Market? 224

The Changing Fine Art Market 224

The Future 225

Case Study: Selling Your Personal Work, David Davis, Facerock Productions, LLC 225

Case Study: Selling Your Personal Work Robin Hill 227

Index 231

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  • Anonymous

    Posted June 9, 2006

    Wow! A Must Read!

    This is the first book I've read on marketing. Wow! Every single page had useful information, along with websites to reference to! I have learned so much that I now feel I am headed in the right direction. A must read for those who are seriously considering a career in photography and need the 'know how' on where to begin!

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
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