Photography Business Secrets: The Savvy Photographer's Guide to Sales, Marketing, and More

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Give your photography business an edge with these professional insights

There are already more than 150,000 professional photographers in the U.S., according to Department of Labor statistics, and thousands of serious amateurs are continually seeking to become established. Whether yours is a new or long-standing photography business, you have plenty of competition. Lara White has collected the best advice from her popular photography business website,, into this ...

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Give your photography business an edge with these professional insights

There are already more than 150,000 professional photographers in the U.S., according to Department of Labor statistics, and thousands of serious amateurs are continually seeking to become established. Whether yours is a new or long-standing photography business, you have plenty of competition. Lara White has collected the best advice from her popular photography business website,, into this guide for your reference. She covers establishing your brand, defining policies, setting prices, creating a marketing plan, networking, and a great deal more.

  • Photography is a rapidly growing industry, placing both established and beginning photographers in tough competition for business
  • Author Lara White runs a popular website teaching successful business strategies to photographers; this book collects and organizes valuable information to help newcomers get started and existing businesses grow
  • Covers business fundamentals including establishing a brand, defining studio policies, setting pricing, creating a marketing plan, understanding your audience, networking, and effective social media marketing
  • Provides proven tips for building a successful photography business

Photography Business Secrets is packed with advice that can help your photography business succeed and thrive, even in today's economy.

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Product Details

  • ISBN-13: 9781118488409
  • Publisher: Wiley
  • Publication date: 3/11/2013
  • Edition number: 1
  • Pages: 336
  • Sales rank: 206,706
  • Product dimensions: 8.90 (w) x 7.30 (h) x 0.80 (d)

Meet the Author

Lara White, a widely recognized expert in the field of photography business education, has been a successful wedding photographer and now devotes her energy to helping other photographers master the business aspects of running a studio. She founded and operates PhotoMint, an online business development resource for photographers. Lara's work has been published in more than 70 magazines and professional photography blogs.

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Table of Contents

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

Products 122

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 Business 211

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

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Sort by: Showing 1 Customer Reviews
  • Posted December 27, 2013

    Great book. You will not be disappointed.

    Great read. From the first time I heard of Laura White on a photography podcast, I was intrigued and impressed with her photography tips and information. I ended up picking up the book and flipping through it's pages in a Barnes & Noble store not realizing that the information would be more valuable than I thought. I purchased the book online, and I'm highly impressed with it's content and it being an easy read. The added information from Laura's experiences and information from other photographers makes my desire to run my photography services more streamlined and business like, more attainable. A must have, to add to your reading library.

    2 out of 2 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
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