Fast Track Photographer, Revised and Expanded Edition: Leverage Your Unique Strengths for a More Successful Photography Business

by Dane Sanders, Richard N. Bolles (Foreword by)

Overview

Become the professional photographer you were meant to be.
 
Competition in the photography industry has never been fiercer. But in this empowering guide, acclaimed photographer and speaker Dane Sanders reveals that the key to success is to stop worrying about what everyone else is doing and start focusing on your most powerful resource: you. Discover how to:
 
·        Use your unique skills and talents to carve out a niche all your own.
·        Avoid the mistakes most photographers make.
·        Choose a business style that fits the way you want to spend your time—and live your life.
 
Fast Track Photographer is not just another how-to book—it’s an entirely fresh way of thinking about your business, whether you’re just starting out, or an industry veteran wondering why all your hard work isn’t working. If you want to build a competition-proof creative business in the twenty-first century, it’s time to throw out the old rulebook and get on the fast track!
 
Includes free access to Dane’s popular self-assessment test (a $20 value) to jumpstart your journey!

"I can't think of a better way for anyone to start their professional photo career than to read Fast Track Photographer."
—Scott Bourne, publisher and host of Photofocus.com
 
"As much about finding out who you are as it is about how to become a truly great photographer. Highly recommended!”
—Amit Gupta, founder of Photojojo.com

“This book is worth its weight in gold.”
—Gary Fong, photographer, author, and creator of the Lightsphere

“The best resource for today’s photographer—BAR NONE!”
—Scott Sheppard, host of “Inside Digital Photography”
 

Product Details

ISBN-13:	9780817400019
Publisher:	Clarkson Potter/Ten Speed
Publication date:	05/18/2010
Pages:	240
Product dimensions:	5.50(w) x 8.10(h) x 0.80(d)

About the Author

DANE SANDERS is a Southern California-based photographer, author, and speaker, who has been featured in numerous publications. A frequent speaker for Adobe and Pictage, he leads Fast Track workshops nationwide and has given platform talks at WPPI, Photo Plus Expo, Imaging USA, and Kevin Kubota’s Digital Photo Bootcamp. He can be found at www.danesanders.com.

Table of Contents

Foreword Momentum Richard N. Bolles 11

Preface: Setting You Up to Win 15

Getting Started: The Real You 17

Finding Your Edge

Where's the Real Value?

Learning to Fish

You Can Do This

Where Most Photographers Go Wrong

Two Main Paths

An Exit Strategy

Attitude Is Everything

How Best to Use This Book

Chapter 1 A New Era 31

The Grumpies

The Grumpy Photographer Life Cycle (a.k.a. the Road to Hell)

A Beth or a Franz?

The State of Our Age: Globalization and Photography

The Digi-flat Era

We Live on Krypton

"The Words of the Prophets Are Written on the Subway Walls"

Starting Off Right

Learning How to Dance

Chapter 2 The Power of Choosing Your Own Adventure 55

A Star Is Born

Flat = Opportunity

A New Era in Professional Photography

Freelance or Signature Brand?

Change Is Here, and It's Neither Good Nor Bad

The New Market-Where Do You Fit?

The Best in the World

Fixing Weakness vs. Maximizing Strength

The Photographer's Twist

Embracing Our New Culture

Choose Your Own Adventure

From Being Controlled to Being in Control

Chapter 3 Photographer by Design 75

Don't Just Invent Yourself, Design Yourself

Being You-Nique

The Photographer DNA (pDNA) Assessment Tool

Go Take the Test

Welcome Back!

Discovery

What's Next?

The Power of the Fast Track System

Chapter 4 True Confessions 89

The Fraud

The New Me Was the Old Me

Blogs, Pods, and Vodcasts

My "Aha" Moment

Attack of the Grumpies

But There Was a Problem

Why I'm Telling You My Story

Wait a Second...

Expect Change

Chapter 5 Dream a Dream with Me 105

"Photojojo is Your Friend"

Owning Your Limits and Shooting for the Stars

Who's Behind the Curtain?

The Lover's Affections

Change Your Job, Keep Your Heart

Global Reach Means a More Customized Clientele

One Thousand True Fans

Serving Two Masters

Insert Your Dreams Here

Round One: Imagining Life as a Freelance Photographer

Round Two: Imagining Life as a Signature Brand Photographer

Round Three: Remembering the Dream

Your Dreams Will Define Your End Game

Going Behind the Curtain Yourself

Chapter 6 Time to Make a Decision 127

Interpreting Your pDNA

Getting Started

Life Must Be Factored In

Looking at Your Results

It's Time to Do It

Intermission

"Choose Your Own Adventure" Time

Chapter 7 The Signature Brand Photographer 145

"I Wanna Be Like Mike"

The Mike I Wanted to Be Like

So What about You?

Congratulations, You're in the Marketing Business!

I've Got My Brand, Now What Do I Do With it?

I Don't Want to Sell Anything...

Don't Sell It, Solve It

From Prospect to Pursuer

Be Prepared to Remodel

Everyone's World Is Flat-Be Known for the Right Reasons

The 80:20 Principle and You

Chapter 8 The Freelance Photographer (and Other Career Opportunities) 167

Becoming a Freelancer with a Smile on Your Face

Just Remember...

Your Value is Different as a Freelance Photographer

Your "You-Niqueness" in the Freelance World

Finding Work

Spec Work

The Role of Second Shooter: Partner, Network, and Learn

Going the "Hybrid" Route

Opting to Remain a Non-Professional

Chapter 9 The Business of Being a Photographer 187

The Tragedy of Being Trained

You Are Now a Business Owner

Start-up Blues

Getting Organized

Some Global Ideas to Keep in Mind

Strengthen Your Backbone

Automarket

Scaling at the Right Cost

Why DIY Is for Hobbyists

Making the Tough Choice

DIT: The New DIY for Professionals

It's Not About the Money, It's About the Future

Be the CEO

Chapter 10 Getting Ready for Change 211

Unprecedented Opportunity

An Integrated Life

Create Value

Keep the End in Sight

Chapter 11 Making the Jump 219

Change Is Hard...But It's Less Complex Than You Think

The Law of Change

Developing a Vision

Increasing Your Dissatisfaction

A Clear Sense of Your Next Step

Vision + Dissatisfaction + Plan = The Ability to Overcome Resistance

For Each Other

Acknowledgments 234

Index 237

Interviews

A Message from the Author
Fast Track Photographer is a photography book that’s not about photography. It’s a personal branding book written specifically for photographers. In my opinion, self-discovery is the most expedient way to build a brand in photography -- or any creativity-based industry, for that matter. Fast Track Photographer makes a case for why it is so important to go down that path of authentic self-discovery, and then gives the reader tools to make it happen.

I started as a professional event photographer somewhat late in life (as the book explains). As I was forging ahead, I was in desperate need to learn my craft. I have never viewed myself as especially creative, but out of a sheer desire for knowledge, I created the first-ever (to my knowledge) video podcast for wedding photographers. In it, I interviewed leaders in the field and did creative bits on what was in their “bag,” and “cribs” episodes of their studios. In the process, many of these folks became my friends. I also became acquainted with some very attractive -- as well as not-so-attractive -- parts of my industry.

With the heroes and villains in place, I found myself with a storyline. It started as a narrative (between the “Beth” and “Franz” characters in Chapter 1), then expanded into ideas that seemed to really resonate with my readers. As I observed these insights emerging, I felt compelled to put them to paper. I felt like I was naming what people were feeling, which has been incredibly rewarding (humbling, too). I also wanted readers to avoid making the same mistakes I had made. That story, along with business principles specific to branding one’s personality, is what resulted in Fast Track Photographer.

I think a lot about photographers just starting out, as well as those trying to re-start their careers. In both cases, there’s an openness to beginning fresh and not wasting any time. Fast Track Photographer was written for anyone serious about doing it right, straight out of the gate. --Dane Sanders