Become a Professional Photographer - IAP Career College

Get paid to take photographs!

Jennifer James

FabJob Guide to

Become a Professional

Photographer

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FABJOB® GUIDE TO BECOME A PROFESSIONAL PHOTOGRAPHER

by Jennifer James

ISBN: 78-1-897286-11

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Contents

1. Introduction ............................................................................................9

1.1 Welcome ...........................................................................................9

1.1.1 What is a Professional Photographer? .............................10

1.1.2 The Market Today ..............................................................11

1.1.3 Benefits of the Career ........................................................12

1.2 Inside this Guide ..........................................................................14

2. What a Professional Photographer Does .......................................16

2.1 Services You Can Offer ...............................................................16

2.1.1 Wedding and Private Events .............................................17

2.1.2 Children and Teen Portraits ..............................................18

2.1.3 Adult and Family Portraits ...............................................20

2.1.4 Other Ideas ..........................................................................21

2.2 Portrait Photography ..................................................................24

2.2.1 Initial Consultation ............................................................24

2.2.2 Technical Considerations ..................................................27

2.2.3 Bringing Out the Best in People ........................................28

2.2.4 Professional Headshots .....................................................30

2.3 Wedding & Event Photography ................................................31

2.3.1 Initial Consultation ............................................................31

2.3.2 The Contract .......................................................................33

2.3.3 Formal Portraits .................................................................39

2.3.4 At the Event ........................................................................40

2.4 Preparing and Presenting Images .............................................43

2.4.1 Digital Editing .....................................................................44

2.4.2 Viewing Session with Clients............................................45

2.4.3 Generating Prints ................................................................47

FabJob Guide to Become a Professional Photographer

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2.4.4 Albums and Accessories ....................................................49

2.5 Getting Paid ..................................................................................50

2.5.1 Session Fee or Day Rate .....................................................50

2.5.2 A La Carte Enlargements ...................................................51

2.5.3 Packages and Flat Fees .......................................................53

2.5.4 Accessories and Special Services ......................................57

2.5.5 Accepting Payment ............................................................58

3. Getting Ready ......................................................................................63

3.1 Skills You Will Need ...................................................................63

3.1.1 Photography Skills ............................................................63

3.1.2 Interpersonal Skills .............................................................65

3.1.3 Business Sense .....................................................................69

3.2 Teach Yourself Photography .......................................................73

3.2.1 Study on Your Own ...........................................................73

3.2.2 Build a Portfolio .................................................................77

3.2.3 Get Feedback ......................................................................80

3.2.4 Find Related Work .............................................................81

3.2.5 Learn from Other Photographers ....................................84

3.3 Get Formal Training ....................................................................88

3.3.1 Art Schools, Universities, and Institutes .........................90

3.3.2 Correspondence and Online .............................................91

3.3.3 Workshops and Short Courses .........................................92

3.3.4 Community Colleges .........................................................93

4. Starting a Photography Business .....................................................94

4.1 Develop Your Business Concept ...............................................94

4.1.1 Choose a Niche ..................................................................94

4.1.2 Choose a Location ..............................................................98

4.1.3 Choose a Name .................................................................100




4.1.4 Create a Business Plan .....................................................102

4.2 Opting for a Franchise ..............................................................108

4.3 Equipment and Supplies ...........................................................112

4.3.1 Cameras and Lenses .........................................................112

4.3.2 Lighting ..............................................................................117

4.3.3 Other Equipment You May Need ...................................118

4.4 Financial and Legal Matters .....................................................122

4.4.1 Start-up Costs ....................................................................122

4.4.2 Business Structure and Registration .............................124

4.4.3 Insurance ...........................................................................130

4.4.4 Taxes ...................................................................................133

4.4.5 Copyrighting Your Work .................................................134

4.5 Staying Organized .....................................................................136

4.5.1 Browsing and Storing Photos .........................................136

4.5.2 Managing Your Time Effectively ....................................138

4.5.3 Keeping Track of Your Finances .....................................139

4.6 Working with Support Staff ......................................................143

4.6.1 Employees versus Contractors .......................................143

4.6.2 Before You Hire .................................................................145

4.6.3 Finding Support Staff .......................................................148

4.6.4 The Interview Process ......................................................149

4.6.5 References ..........................................................................150

5. Getting Clients ..................................................................................152

5.1 Marketing Tools ..........................................................................152

5.1.1 A Professional Portfolio ...................................................153

5.1.2 Printed Materials ..............................................................156

5.1.3 Your Website ......................................................................162

5.1.4 Social Media .....................................................................167




5.1.5 Online Photographer’s Directories and Freelance Sites ...................................................................171

5.2 Marketing Techniques ...............................................................175

5.2.1 Advertising ........................................................................175

5.2.2 Getting Some Publicity ....................................................181

5.2.3 Press Releases ....................................................................181

5.2.4 Donating Your Time and Art ..........................................182

5.2.5 Your Elevator Pitch ...........................................................184

5.2.6 Be Seen as an Expert ........................................................187

5.3 Referrals and Word-of-Mouth .................................................188

5.3.1 For Wedding Business .....................................................188

5.3.2 For Portraits .......................................................................190

5.3.3 For Headshots ..................................................................191

5.4 Tradeshows and Expos ..............................................................192

5.4.1 Where to Find ....................................................................192

5.4.2 Cost and Other Criteria ...................................................194

5.4.3 Making the Most of the Event .........................................195

6. Conclusion ..........................................................................................197




About the Author

Jennifer James helped launch the editorial department at FabJob Inc., the world’s leading publisher of information about dream careers. She has edited, researched for, and contributed to more than 40 FabJob career guides, including FabJob Guide to Become a Makeup Artist and FabJob Guide to Become a Fashion Designer, as well as the Amazon #1 bestseller Dream Careers by Tag and

Catherine Goulet, the “Dream Career Experts.”

For this guide she picked the brains of more than a half-dozen successful professional photographers, and she adds her own entrepreneurial expertise. In addition to writing about dream careers, Jennifer has one too: she works as a marketing and communications specialist for Beau’s All Natural Brewing Company.



http://fabjob.com/program/become-makeup-artist/

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1. Introduction

1.1 WelcomeAre you intrigued by the idea of using photography to make time stand still, and creating keepsakes that will be treasured for generations? Maybe you love being a part of the excitement and magic that come with the glorious moments in human life: weddings, comings of age, and grand celebrations. You want to be there to record it forever.

Or perhaps you are simply fascinated by people — their unique expressions, their relationships, and their lives. You think every face tells a story, and that every story is worth listening to. A camera is a tool to record every person’s life story; to give it dignity and beauty. Whatever your reason is for selecting this career and this guide, you have made a wise choice. Because really, what better way to make money than to work at something you love?

The FabJob Guide to Become a Professional Photographer is a one-of-a-kind resource for aspiring wedding and portrait photographers. This guide will take you step by step from wherever you are right now to earning




money with your photography talent. Read on to discover how to start your fabulous new career as a professional photographer immediately, and get paid to share your vision and talent, one client at a time.

1.1.1 What is a Professional Photographer?A photograph is an image created when light strikes a sensitive surface. Professional photographers are paid to record images or photographs, using a camera. In this guide the term “professional photographer” is used to mean someone who takes pictures of people (or pets), and sells those pictures back to the subjects and their loved ones.

There are many, many other ways to earn money selling or licensing your photos, since almost every business sector from entertainment to aerospace has a need for them. However, this guide is focused on starting and running your own portrait and/or wedding photography business, and will not deal with journalism, selling stock photos, or working for ad agencies.

When you think of “people photography,” you may be inspired by the work of modern celebrity photographers like Annie Liebovitz, or the heartwarming sleepy infants of Anne Geddes. Or perhaps you hope to emulate the groundbreaking photojournalism style of Denis Reggie, called the “greatest wedding photographer of our day.” Your unique style of photography will be your greatest asset in this business.

Professional photographers can work in an indoor studio they set up and maintain, or they can choose to shoot at peoples’ homes, event venues, or outdoors. They usually meet with clients in advance, and then schedule a time and place to take pictures. Once they have captured a number of images, they review the images with the client, and the client selects their favorites to be made into prints.

While photographers spend much of their day taking pictures, the work of running a photography business also requires the following activities. (Note that many photographers hire assistants so they can focus on the picture-taking!)

• Scheduling appointments with clients

• Meeting with clients to discuss their needs




• Creating or purchasing studio props and sets

• Designing albums and reviewing proofs

• Keeping up to date with trends in the industry

• Marketing the business to new and existing clients

• Digitally editing images

• Arranging to have prints prepared, or printing them yourself

• Bookkeeping and banking

• Cleaning and maintaining equipment

• Updating your website and blog

Photographs can be used to communicate ideas, to entertain, to preserve memories, or simply to brighten our lives. Wedding photographers record one of the most important days in a couple’s life, and portrait photographers create a legacy for families and future generations. However you decide to specialize, your work as a professional photographer is needed and important.

1.1.2 The Market Today While salaried employment of photographers is on the decline, per the Bureau of Labor Statistics, this is counterbalanced by an expected increase in demand for freelance photographers:

Employment of self-employed photographers is projected to grow 7 percent from 2016 to 2026. Demand for portrait photographers will remain as people continue to want new portraits. In addition, corporations will continue to require the services of commercial photographers to develop compelling advertisements to sell products...Job prospects will be best for candidates who are multitalented and possess related skills, such as editing pictures and capturing digital video.

There has been a focus on family in recent years, especially in these times of war and terrorism. More and more people are seeing the value in getting portraits done to document the growth and closeness of their




relationships. People like to feel special, and having a photographer to record their family’s growth or a special event accomplishes that.

According to the United States government’s National Center for Health Statistics, over 2.1 million marriages occurred in 2014. Brides magazine reports that their readership spends an average of $26,522 on the wedding itself, and another $11,830 on the reception. And The Knot reported their readership spent an average of $32,641 in 2015. At a typical 12% of the total budget, we can estimate that each couple spends on average more than $2,000 on photography and videography services combined.

Portrait photographers now are finding that busy professional parents are willing to pay top-dollar for unique portraits of their children that bring out their personalities. Teens are looking for alternatives to the tired “cap and gown” graduation photo. And professionals of all ages are looking for impactful headshots for their websites and business cards. So there is no shortage of work for the aspiring professional photographer.

Technology has had a profound impact on the photography business in the last five years. In the past photos were recorded on film, but today the vast majority of cameras record images digitally. The term ‘image’ now vies with the term ‘photo,’ and many camera manufacturers have ceased (or sharply reduced) production of camera models that use film. Although some professional photographers still use film, this guide will assume that you work mostly with digital technology.

The falling price of digital equipment and its increasing user-friendliness have led to another market trend: increased competition from other photographers, and even from your own clients who purchase digital cameras. Today’s successful photographers are learning to carve out a niche so they can offer clients something truly unique. This guide will help you find innovative ways to attract clients, and build your business on your best talents.

1.1.3 Benefits of the Career The benefits of a career in photography are tremendous. Although each specialization carries its own sources of attraction (e.g., working with




happy young couples, or working with children), here are some of the benefits that are most commonly thought of.

Flexibility

As a photographer, in many cases you can work when you want, scheduling your shooting (and certainly your editing) around family life or other commitments. Of course if you are shooting a scheduled event like a wedding, you’ll need to show up on time and prepared to work. But a career as a professional photographer definitely offers more flexibility that most.

Being Your Own Boss

Working for yourself means doing your job with your own equipment, and by your own standards. You’ll still have clients to answer to, but you won’t have a boss breathing down your neck from 9 to 5. There are other benefits to being self-employed as well, such as tax savings.

“When I used to have a job — a real job, working as a boilermaker — there were times I used to dread Monday morning. Since I started working as a photographer, I never had another day like that. Working for yourself is scary at first, but when you step up and get it done, the gratification is unlike anything else in the world,”

— Mike Copeman, a professional photographer.

Work You Can Love

Nobody wants to enter data for a living or work on an assembly line — these are jobs that just pay the bills. As a professional photographer, you will be doing what you love most, and producing a body of work that you can be proud of. You will be considered an expert in something almost everyone dabbles in (taking photos of people), and your opinions will be sought after and valued.

You Can Start Right Now

The good news is that you don’t need an expensive darkroom setup, certification, or even any formal training to succeed in this career. If you don’t have the funds to equip a studio, you can shoot outside or on




location to start. You can buy a professional-quality camera with a basic lens for about $1,500. And as soon as you sell your first photo, you can call yourself a professional photographer.

1.2 Inside this GuideThis FabJob guide is designed to introduce you to a career in professional photography, and teach you the steps to take to turn your image-capturing talent into a way to make money. The information, resources and advice offered on these pages will save you hundreds of hours of research, so that you can start earning money from your photography skills more quickly. You’ll avoid the common pitfalls, and make decisions like an expert.

Following this brief introduction, Chapter 2 (What a Professional Photographer Does) starts with an overview of the services you can offer, and then explains how to do the job working as a portrait or wedding photographer (many do both). You’ll also learn how to edit and present your work to clients, how to fulfill orders, and how to set your rates.

Chapter 3 (Getting Ready) prepares you for the career with an explanation of the skills you’ll need in this business, and how to develop them. This chapter is rich with resources. You’ll get a wide variety of strategies to teach yourself photography, as well as recommendations on choosing a school or workshop.

Chapter 4 (Starting a Photography Business) gets into the nuts and bolts of running a photography business. Develop and refine your business idea, and then make it happen. This section includes a primer on equipment and supplies, an overview of the financial and legal matters involved in business start-up, and some key strategies for getting (and staying) organized.

Chapter 5 (Getting Clients) starts with ideas for developing your portfolio and promotional tools to reach clients effectively. Business-building strategies outlined include print advertising, online directories, press releases and other publicity builders, referral incentives, strategic partnerships, past-client contact, and attending tradeshows/expos.




The guide concludes with some words of inspiration from working photographers, and a handy list of websites you can use to continue your research. Throughout the guide you will find samples of forms you can adapt for your business, as well as encouragement and ideas from a number of industry experts who have kindly shared their advice and experience with you. They include:

• Award-winning studio and wedding photographers Anthony Cava and Frank Cava of Photolux Studio.

• Mike Copeman, whose 15 years of experience include being commissioned as an official photographer for part of the 2002 Salt Lake City Olympics.

• Michelle Valberg, a celebrated photographer renowned for her soulful portraiture. She has published two collections of her work, which has also appeared in Chatelaine and In Style.

• Chandra Price, an award-winning photographer and journalist whose work has appeared in Glamour — her photos were displayed in the National Kodak Exhibition across Canada.

• Destination wedding/event photographer and videographer Eric Richards of Izlas, based in Logan, Utah.

• Toronto-based wedding and portrait photographer Nicole Donne.

NOT Inside this Guide

It’s important to note that this is not a book about taking better photos. The guide focuses on using your photography skills to earn a living. Information about taking great photos would fill an entire book, and in fact it has filled many. This doesn’t mean the guide is not for beginners, though! Just look to Chapter 3 for tips and resources to get your skills up to speed before you apply the business principles you’ll learn in the rest of the guide.




2. What a Professional Photographer Does

2.1 Services You Can Offer To start, let’s take a look at some of the ways you can offer photography services. You may already have decided what kind of pictures you want to take for a living, or you may still have an open mind. In either case, browsing through this section will help you refine your choice.

Most professional photographers offer nearly all of these services. Especially if you live in a less-populated area, it’s wise not to limit yourself to only one type of client. You can certainly market yourself as a specialist in wedding photography, for example, or seniors’ portraits, but you don’t want to limit your incoming business too much when you are starting out.




2.1.1 Wedding and Private EventsVery few people leave the all-important photography of their wedding day to amateurs. Instead, clients will hire a professional photographer, and often a videographer, to record the day. The techniques of wedding photography can be applied with minor modifications to any gathering, such as anniversary parties, birthdays, religious ceremonies, coming-of-age celebrations, and private parties.

Wedding clients meet with the photographer in advance to discuss their upcoming big day. They may wish to review your portfolio of work, and ask about how you get your photos to ensure that your technique and style are a fit for them. Clients will book your services for a certain number of hours, and for a certain number of locations (church, reception, etc.).

TIP: It’s important to become familiar with the wide variety of traditions and customs associated with weddings so you’ll know what to expect. Don’t assume that because you have seen things done a certain way, all cultures or couples will be the same.

Weddings images are usually presented in a mix of color photography and black-and-white. Wedding clients will also specify certain formal or traditional shots they want the photographer to capture, as well as expect the photographer to catch some candid moments. This is made easier if you are working with an assistant or partner.

The major trend in wedding photography right now is called “wedding photojournalism.” In this non-invasive style of photography, there is less emphasis on posed or traditional moments. The photographer instead tries to capture moments of real emotion, and images that, when viewed as a group, tell the story of the day.

Wedding photography services are most often booked in packages that include a minimum number of proofs from the day, a certain number of pages of prints arranged in an album, and sometimes enlargements or digital files. Most wedding photographers charge at least $1,000 per package, and many charge much more than that. Other events may be priced lower depending on the hourly coverage required.




Videography

You’ll find many clients planning special events will be requesting videography services in conjunction with still photography services. Videography encompasses both the filming (of an event or subject) and the editing of the ‘raw’ footage - both audio and video - into a finished and coherent product.

While beyond the scope of this book, you can find out more on the equipment and skills involved at sites such as:

• www.videomaker.com/article/c18/14238-what-you-need-to-start-a-videography-business

• www.videomaker.com/store/home.php

• w w w. u d e m y. c o m / h o w - t o - b e c o m e - a - f r e e l a n c e -videographer

Beyond the skills to operate the camera and mics to capture the event, post-production work is also needful:

• www.pcmag.com/article2/0,2817,2397215,00.asp

• www.lifewire.com/top-video-editing-software-1081918

• www.toptenreviews.com/software/multimedia/best-professional-video-editing-software

The good news is, if you’re not yet skilled (or even if you don’t plan to become skilled), there are plenty of people who are qualified to help out by shooting video, editing video, or both. Look for more information about how to hire help when you need it in section 4.6.

2.1.2 Children and Teen PortraitsChildren change so much as they grow, and many parents feel that the snapshots they take on vacation or birthdays don’t truly capture their child’s personality and spirit. They will turn to a professional photographer for their knowledge and skill in getting a great portrait


http://www.videomaker.com/article/c18/14238-what-you-need-to-start-a-videography-business

http://www.videomaker.com/article/c18/14238-what-you-need-to-start-a-videography-business

http://www.videomaker.com/store/home.php

http://www.udemy.com/how-to-become-a-freelance-videographer

http://www.udemy.com/how-to-become-a-freelance-videographer

http://www.pcmag.com/article2/0%2C2817%2C2397215%2C00.asp

http://www.lifewire.com/top-video-editing-software-1081918

http://www.toptenreviews.com/software/multimedia/best-professional-video-editing-software

http://www.toptenreviews.com/software/multimedia/best-professional-video-editing-software



of their child, which they can bring to work, or have framed as a centerpiece of their living space.

It’s common for parents to get formal photos of their children at birth or soon after (for birth announcements), at six months, and at least one more time before they turn two. When new siblings arrive, group shots of the growing family are typical, and are needed on an ongoing basis as the children grow. Some enterprising women specialize in birth photography, capturing the event of the birth itself.

High school graduation is another time when parents look for a special photo of their teen. These photos often capture some element of the young person’s personality, such as an instrument they play or a sport in which they participate.

TIP: Independent photographers can be successful in landing school photography contracts. The market is attractive to the business-minded photographer because it has great profit potential. While not covered specifically in this guide, you can certainly explore this market in your area.

Photographing children is usually done in one of two ways: simple close-ups, or themed wide-angle shots. In the first option the child’s face and sometimes body is the focus, for a powerful, strong image. In themed or stylized photos, the child’s environment comes into the picture with whimsical costumes or props, or a unique setting.

After a session of about an hour (or sometimes more), parents review the proofs and select their favorite(s). There is usually a flat fee for the photography session, and then clients pay for the enlargements they want a la carte. Many photographers also offer “as they grow” packages that offer a discount on a certain number of pre-paid sessions.

Because any parent can take their child to a department store for seated, traditional portraits for a whopping $10, those who offer children’s photography services must be creative, and offer something valuable and different, whether in photo style, studio environment, or level of service. “Stylized portraiture will be the next big trend,” suggests both Anthony and Tony Cava of Photolux Studio.




Studio photographer Michelle Valberg says that the trend now in portraits is towards “capturing the moment and showcasing the personality of the participants through a more candid approach.” She adds, “Shooting a lot gives more options for groupings instead of the standard one 8″x10″. We have been selling smaller albums, frames with multiple images, etc. as a result.”

2.1.3 Adult and Family PortraitsAdults also need portraits done, for a variety of reasons. In addition to the usual family photo for display at home or work, family reunions or celebrations are great reasons to hire a photographer. Couples who have gotten engaged like a beautiful photo to post in the newspaper, or display at the wedding.

Headshots

Professionals working in the entertainment industry, such as actors, models, and dancers, need headshots and head-and-body photos in order to look for work. These photos require a particular “look” that only a professional photographer can create (see section 2.2.4 for details on what the industry dictates).

Business people and professionals need sharp-looking headshots for their websites, business cards, and brochures. While big businesses are likely to contract a photographer through an agency, local entrepreneurs and service providers like real estate agents, travel specialists, and business consultants will contact you directly for your help.

Unless you live in an entertainment hub or an urban center like New York, Los Angeles, or Toronto you likely won’t shoot headshots exclusively, but they can be a helpful addition to the workflow. You can also trade prints for time with models when you are looking to build your portfolio.

Attractive pictures of a husband, wife, or significant other make great Valentine’s Day or other holiday gifts. A glamour photo session given as a gift can be a great boost to someone’s self-esteem, since we all




like to see ourselves looking our best. And today, many women like to document the changes in their bodies with tasteful photos of their pregnancy.

Adult portraits can be taken in the studio or at the clients’ homes. There is usually a minimum of props, and they focus on making the subject look his or her best. Like children’s photography, clients pay a session fee, review the proofs, and select their favorites to enlarge.

Some photographers now offer a fashion-magazine style photo session for women, a trend that is growing in popularity. Adults may also choose to bring along their pets, or be photographed in their own “environment” for an image that conveys more of their personality.

2.1.4 Other IdeasAlthough you may not specifically advertise for the business, once word spreads you may be approached to take photos of people’s pets, homes, and small businesses. Your work as a professional photographer can also lead you to some related commercial work. Especially if your work is unique, expect to land some business that is outside your normal realm. This can be great work to build your reputation, or expand your skill set.

Possibilities you may want to consider include the following.

Real Estate Photography

Homes and condos go up for sale every day, apartments develop vacancies, and someone needs to take the photos for all those online listings. You’ll need to obtain a tripod and wide-angle lens, but aside from that, initial investment should be minimal. Check real estate listings for properties that have been on the market for a while; do the photographs on these listings lack flair? You can approach the owner and offer your services. You might want to get to know your local real estate agents; you can find realtors through www.nar.realtor. Another avenue to approach real estate is through profesional home stagers, who specialize in preparing real estate for potential buyers. If this niche holds appeal for you, you can get advice from sites such as:

• http://photographyforrealestate.net


http://www.nar.realtor

http://photographyforrealestate.net



• www.tipsforrealestatephotography.com

• http://activerain.com/blogsview/2745207/using-fisheye-lenses-in-real-estate-photography

• https : / / improvephotography.com/36433/real -es ta te -photography-pricing-how-much-should-you-charge

• www.slrlounge.com/10-real-estate-photography-mistakes-avoid

• www.slrlounge.com/best-dslr-setup-real-estate-photography

• www.inman.com/2017/10/11/this-platform-helps-you-find-and-hire-the-perfect-real-estate-photograph

TIP: One important current trend in commercial photography is aerial photography using drones. These images may be used for many purposes, from real estate listings to wedding photography. According to www.bls.gov/ooh/media-and-communication/photographers.htm#tab-4:

Photographers who commercially operate drones, or unmanned aerial systems (UASs), must obtain certification from the Federal Aviation Administration (FAA). They must fulfill...be at least 16 years old, be able to read, speak, write, and understand English, be in a physical and mental condition to operate a small UAS safely, and pass the initial aeronautical knowledge exam at an FAA-approved knowledge testing center.

For more, visit the FAA page at www.faa.gov/uas.

Commercial Photography

All kinds of products need to be professionally photographed to be sold via websites or print advertising. You can sort eBay furniture and other listings according to how-many-miles-away from you; is someone nearby trying to sell a $3,500 dining set with photos that appear to have been taken by a nine-year-old? Shoot them an email and offer your assistance. Other possibilities include antique shops and other local outlets for one-of-a-kind items (such as agent for estate sales). One item that is sold in just about any community, anywhere, is used automobiles. Drop in on your local dealerships and ask if you


http://www.tipsforrealestatephotography.com

http://activerain.com/blogsview/2745207/using-fisheye-lenses-in-real-estate-photography

http://activerain.com/blogsview/2745207/using-fisheye-lenses-in-real-estate-photography

https://improvephotography.com/36433/real-estate-photography-pricing-how-much-should-you-charge

https://improvephotography.com/36433/real-estate-photography-pricing-how-much-should-you-charge

http://www.slrlounge.com/10-real-estate-photography-mistakes-avoid

http://www.slrlounge.com/best-dslr-setup-real-estate-photography

http://www.inman.com/2017/10/11/this-platform-helps-you-find-and-hire-the-perfect-real-estate-photograph

http://www.inman.com/2017/10/11/this-platform-helps-you-find-and-hire-the-perfect-real-estate-photograph

http://www.bls.gov/ooh/media-and-communication/photographers.htm%23tab-4

http://www.bls.gov/ooh/media-and-communication/photographers.htm%23tab-4

http://www.faa.gov/uas



may be of service. Check out high-dollar vehicles for sale by owners anywhere they appear: eBay, Craigslist, or ‘auto trader’ print mags--do these sellers appear to need help?

For advice on vehicle photography, check out:

• https://fstoppers.com/automotive/becoming-professional-automotive-photographer-68712

• https://petapixel.com/2017/05/09/giant-guide-car-photography

• https://digital-photography-school.com/7-tips-taking-better-photographs-cars

• https://shotkit.com/automobile

• www.photographytalk.com/car-articles/1530-photography-tipequipping-yourself-to-be-an-automobile-photographer-part-1

Food Photography

Check out local restaurants’ websites; do you think they’d be willing to work with a photographer who can style and capture their menu items with mouthwatering photos? If you’re interested in this niche, check out articles such as:

• https://digital-photography-school.com/food-photography-an-introduction

• www.adorama.com/alc/how-to-become-a-food-photographer

• http://twolovesstudio.com/blog/99-food-photography-tips

• w w w. t h e s p r u c e . c o m / m a k i n g - m o n e y - w i t h - f o o d -photography-1326526

• www.seriouseats.com/2015/03/beginners-guide-to-food-photography.html

• www.huffingtonpost.com/quora/the-best-kept-secrets-of_b_10657272.html

• https://foodphotographyblog.com

• www.foodphotographyclub.com


https://fstoppers.com/automotive/becoming-professional-automotive-photographer-68712

https://fstoppers.com/automotive/becoming-professional-automotive-photographer-68712

https://petapixel.com/2017/05/09/giant-guide-car-photography

https://digital-photography-school.com/7-tips-taking-better-photographs-cars

https://digital-photography-school.com/7-tips-taking-better-photographs-cars

https://shotkit.com/automobile

http://www.photographytalk.com/car-articles/1530-photography-tipequipping-yourself-to-be-an-automobile-photographer-part-1

http://www.photographytalk.com/car-articles/1530-photography-tipequipping-yourself-to-be-an-automobile-photographer-part-1

https://digital-photography-school.com/food-photography-an-introduction

https://digital-photography-school.com/food-photography-an-introduction

http://www.adorama.com/alc/how-to-become-a-food-photographer

http://twolovesstudio.com/blog/99-food-photography-tips

http://www.thespruce.com/making-money-with-food-photography-1326526

http://www.thespruce.com/making-money-with-food-photography-1326526

http://www.seriouseats.com/2015/03/beginners-guide-to-food-photography.html

http://www.seriouseats.com/2015/03/beginners-guide-to-food-photography.html

http://www.huffingtonpost.com/quora/the-best-kept-secrets-of_b_10657272.html

http://www.huffingtonpost.com/quora/the-best-kept-secrets-of_b_10657272.html

https://foodphotographyblog.com

http://www.foodphotographyclub.com



2.2 Portrait Photography No matter how you choose to work in professional photography, some of your photos will be portraits. Portraits offer a chance to really get intimate with the subject. The best photographers will say that before they can shoot a good portrait, they need to get to know the person first — to make a real connection. These honest connections will also turn one-time clients into customers for life.

2.2.1 Initial Consultation When a client calls or emails you about your service, you’ll want to book a time for an initial consultation. If you are running a high-volume studio, then your consultation can be done over the phone or just prior to the shoot. But if you are selling high-end portraits, you’ll prefer a consultation face to face.

The purpose of the initial consultation is multifaceted: you want to learn what the clients want to achieve with their photos, get to know a bit about personalities and dynamics, and also inform them about what you do and what to expect in a session.

“I really like to take the time and be personal,” explains professional photographer Nicole Donne. “Just something as simple as spending time learning a bit more about the [client] makes all the difference in the end result. Being personable is a very important characteristic for a photographer.”

You’ll want to end the consultation by getting a deposit paid and a date booked for the session. One of the advantages of including your prices on your website or brochure is that clients have an idea of what you charge before they set up a consultation. This is called pre-qualifying, and will ensure that you don’t spend an hour getting to know a client, only to discover when you go to take payment that they thought your prices were the same as Wal-Mart’s.




Sample Portrait Client Questionnaire

Number of subjects: ______________________________________

Names: _________________________________________________

Ages of children: ________________________________________

What is the purpose of getting this session done?________________________________________________________

Where do you want pictures taken? q Studio q Your home q Other location: ____________

Do you prefer candid or posed photos? _____________________

What are your (or your family’s) interests and hobbies?________________________________________________________

How would you describe each subject’s personality or dynamic?________________________________________________________

Do you have any concerns about how these photos will look?________________________________________________________

Are there any props you would like to include? ______________

What colors do you like to decorate in? _____________________

Where will these photos be displayed? ______________________

Would you like advice on hanging or framing? ______________




Sample Portrait Client Information Sheet

Thank you for booking your portrait session with us! Here are some tips to help us work together to achieve great results:

• Please be advised that your reservation fee/deposit for the session is non-refundable. With more than 24 hours’ notice we will reschedule necessary cancellations.

• Please arrive 15 minutes before your scheduled session time, in order to relax and use the dressing room.

• A minimum print purchase of $(amount) is required with each session booked.

• Please wear clothing that is relatively new, and free of lint and pet hair. Logos, strong patterns and stripes on your clothing are generally distracting.

• Please ask the photographer for specific advice on selecting a wardrobe (colors, etc.) for your shoot. What is trendy today may not stand the test of time!

• Expect your session to take about (time), and schedule yourself appropriately.

• Parents, we appreciate your good intentions, but please don’t try to coach your kids. Let the photographer do things in his or her manner.

• Women should apply makeup before they arrive at the studio. Men should shave that day.

• …Anything else your client needs to know. Add to this list as needed for your studio’s specifics.

If you are meeting clients in your studio, it helps to have framed samples of your work on display, illustrating a variety of poses, props and sets, locations, and special effects. Clients may call you with ideas in mind, but that could change once they see some of your more creative work. This is also a great time to suggest accessories, or extra services such as framing.




Your clients will be better able to tell you what they want if they can see an example of it on the wall. If you meet at a client’s home or other location, have a portfolio album with similar examples, or connect to the Internet to access the gallery on your website.

2.2.2 Technical Considerations The camera, lens, lighting equipment and background you use to shoot portraits will depend on the unique look that you are trying to achieve. Some photographers go for a softer look, some use colorful, hand-painted backgrounds, while others prefer to shoot outdoors.

In most cases, a portrait will be shot with the background out of focus to emphasize the subject. Almost universally, portrait photographers try to avoid using a direct flash, opting for soft boxes, natural light, and reflectors/diffusers instead. Even with one or two strobe lights, you can balance portrait lighting to get the effect you want. Section 4.3 will discuss the equipment you’ll need to get started.

You will want to create a cohesive look for your portraits. It’s important to have a definitive style so clients know what to expect from you. While you can learn a lot from books and other resources, experimenting on your own with lighting and your equipment is the best way to hone and standardize your skills.

How lights and equipment are chosen and used in the studio is the essence of your art form as a professional photographer, and a very personal decision. The topic of lighting for studio photography is complex, and beyond the scope of this career guide to get into without overly simplifying or treating it lightly. You can start your learning with the resources listed below in this section — your training (as detailed in Chapter 3) will direct you further into developing your technique and your unique style.

Multitudes of free tutorials can be found online; for starters, check out:

• www.ppmag.com/digital

• www.photo.net/learn/about/tutorials

• https://digital-photography-school.com


http://www.ppmag.com/digital

http://www.photo.net/learn/about/tutorials

https://digital-photography-school.com



2.2.3 Bringing Out the Best in People“Tell clients to be natural, and act as they would anywhere else.”

— Frank Cava, Photolux Studio

“We’re pretty funny, and we shoot with a long lens so we’re not in their faces the whole time.”

— Eric Richards, Izlas

“For clients and models to be themselves, the best advice I could offer is to be yourself.”

— Anthony Cava, Photolux Studio

Photographing Children and Teens

Apart from a few prima donnas, most kids don’t want to sit still and get their pictures taken. The best children’s photographers don’t fight against the tide of children’s energy; instead, they channel it into the photos, for a great (and fun) session.

Children will need more time than adults to warm up to strangers (i.e., you), so don’t rush them in and start snapping right away. You can get most kids to warm up by asking them questions about themselves, bringing out a few toys, telling some jokes, or showing them how the camera works. Whatever technique you use with children, make sure it’s genuine and comfortable for you. Kids can spot a phony a mile away.

Once you start taking pictures, keep the pace quick and the session fun. If you can, go with the flow. If the kids are doing animal imitations, let them go with that for a while, and catch them in between with genuine smiles. You’ll develop a knack for timing the more you work with children. Take your time, and don’t rush the session. Let the moments develop organically.

If you are shooting themed or stylized photos, now is the time to pull out the fairy wings, lengths of tulle, flowers, furry blankets, fishing rods, teddy bears, or bubbles. You may also want to have towels, pedestals and chairs, lace, plants, baskets, and fabrics of various colors and textures for seating young subjects on. Remember to change things up often to appeal to repeat clients.




Young infants are usually most alert right after feeding; however, with the right props newborns can be beautifully posed in their sleep — see any professional photographer’s website for examples. In lighter sleep cycles (just after falling asleep and just before waking) they will make a variety of faces as they process the day’s events.

For toddlers and young children, expect them to be on the move constantly. You can have a few surprises (toys or props) up your sleeve, too. It helps to start shooting from a distance while the subjects are getting comfortable, and then get closer once you have built a level of trust.

Parents will appreciate a supply of fresh facecloths and combs, or props that are also toys. Ask parents to bring along props or cherished items they want in the photo, and try to encourage them to limit wardrobe changes for this age group. You may also need to tell overbearing parents politely to take a step back during the session, and let you do your job.

When you’re working with teens, treat them like the young adults they are. Get their opinion on what they want from their photo. Respect their individuality, and don’t talk down to them. Find out what they think is cool (look, location, or props), and try to work with that. With this age group, you’ll usually get better results if you can get Mom or Dad to leave while the session takes place.

Full-service portrait sessions will take anywhere from 30 to 90 minutes with children, depending on how many subjects there are. Teen sessions can be even longer (even up to 4 or 5 hours), depending on how many outfit changes or locations you end up shooting. When the child’s patience is exhausted, though, it’s best to consider the session over. “We shoot until people can’t smile,” quips Eric Richards of Z Videography.

Photographing Adults

Adults are far more self-conscious than children when it comes to being photographed. You’ll need to take into consideration what they may want de-emphasized in a picture, such as heaviness, signs of aging, disproportionate features, and blemishes. Check jewelry and hair before you start shooting, and have some shine powder on hand.




You’ll need to try different techniques with people to help them relax and be themselves (see section 2.3.3 for additional suggestions). It helps to dress casually to put people at ease — a portrait studio shouldn’t feel like a trip to a lawyer’s office. If you can build a level of trust and take pictures that make adults feel good about how they look, you are creating clients for life.

“I try to get people’s minds off what’s happening,” reveals pro photographer Mike Copeman. “I’ve had people come in who are so uncomfortable with having their picture taken. They think they look bad in photos, or that photos always look nothing like them. I tell them that’s because when they look in the mirror, they are always seeing a mirror-image of themselves, unlike a photo. It gets them thinking. I’ll use flattery too, but I make sure to keep it on a professional level.”

2.2.4 Professional HeadshotsThere are different kinds of headshots your clients might need depending on what career they are pursuing, as industry standards are fairly specific. Some photo types are:

• Headshot: This is a close-up photo of the subject from the shoulders up. In the entertainment industry, the standard for headshots is black and white. Other industries will accept or prefer color if the headshot is for promotional purposes, as opposed to landing a job.

• 3/4 shot: A picture of the subject’s head, upper torso, and a bit lower — what you would imagine to be 3/4 of the body. If physique is going to be a selling feature, as it sometimes is in entertainment careers, a 3/4 photo can help show off the look they want.

• Full-body or creative shot: A picture of the client’s whole body, perhaps posing in the latest fashions, or just looking his or her best. These photos are common in modeling, where the entire body will be scrutinized.

• Composite: A client may want you to shoot a variety of pictures to lay out together on one page, to show the range of looks he or she is capable of. Composite are often made into postcards to




send to agents, photographers, directors, or whoever hires in that industry.

• Business/Professional: Certain professions (like real estate, for example) thrive on personal connections between service provider and client, and a friendly, professional headshot is an important part of making that connection. Many business people also try to connect with clients by revealing the faces behind the corporation, and will use headshots of executives and employees on their website and other promotional material.

Clients should expect to pay between $100 and $400 for a handful of headshot images, and $500 to $2,500 for a larger number of shots for a composite or portfolio. Let them know in advance how many shots you will take for them to choose from, so there are no surprises.

Mike Copeman advises that if you are taking headshots for a group of people, you need to interact with each person one at a time. “I want no one else around,” he says. “I have a few things I say a lot to help people relax, and I have to be able to use them on the next person too!”

2.3 Wedding & Event Photography Weddings are typically known in professional photography as the big money maker, and the place where many photographers get their start. While this section is written with weddings as an example, the techniques described are easy to apply with some common-sense modifications to any private event you are asked to take pictures at.

2.3.1 Initial Consultation Each wedding day only happens once — there’s no chance to go back and retake photos if you (or your clients) aren’t happy with them. Couple that with the fact that wedding photos are often a big-ticket purchase of thousands of dollars, and you’ll start to understand why your wedding clients will want to grill you thoroughly at the initial consultation.




Questions to Expect

If you have posted your portfolio and package prices online, expect that clients who come to you are “pre-qualified” and able to pay your rate. When you receive a call or email about your service, you should always ask the client if they have visited your website yet. If the answer is no, direct them to the website so they can get a sense of your style, and in the process learn your price range. This way you won’t waste time with clients who are unable to pay your rate.

When you meet with wedding clients for your free initial consultation, it’s important that you have some samples of your wedding photography. If you have photos displayed in the same type of album(s) you offer, this will give your clients a better idea of what tangibles they’ll walk away with in the end. If you shoot different styles, you may want to have a number of albums to show the range of your work.

Expect to be asked about your style (formal, candid, etc.), how many proofs you will provide, whether you will use an assistant, and how many weddings you have photographed in the past. To save time, prepare a list of FAQs for clients that can be viewed online before you meet with them. You should also have a list of references (past clients) on hand for the couple to contact if they desire.

While the clients will be assessing whether they want to hire you, you will also use the initial consultation to learn more about them. You can quiz the couple briefly about the characteristics of their relationship, and their vision for their wedding day. Assuming both parties are at the meeting, study the way they interact to get a sense of what they want to come through in their photos. A great time to do this is while you shoot the engagement photo.

TIP: Keep written notes so that you can still remember come the actual wedding day. If you want to be safe, add notes about any contact you have with the couple after the contract is signed to the contract, so you have a record of it.

You can ask couples to provide you with a list of “must-have” moments to be captured by you, as well as the participants in any group shots. Ask about locations to see if you are familiar with them. Outline the process you’ll use, and let the clients know how much of their day




you’ll need with them exclusively. They’ll need to give you a timeline of the day closer to the event.

Making the Sale

Ultimately, the product you are selling at this meeting is an album of images. You can also discuss add-ons such as enlargements, albums for the parents, composites (a number of shots from the wedding, matted or laid out digitally and framed), DVD slideshows, or wedding thank-you cards with a selected image printed on them.

Expect to have some clients interested in digital images only, supplied on DVD. These people only want your photography services, and would rather get prints done cheaply somewhere else. If you want to provide this service, have a flat rate that adequately covers your time, and warn clients that they may not be happy with unprofessional editing/printing results.

Remember, if you get a bad vibe from a client, you don’t have to take the business. Simply decline to work the event, or state that you don’t think you can get them the pictures they want. Many photographers have horror stories that stem from ignoring that little voice that told them a client would be trouble.

2.3.2 The Contract Once your clients have decided to hire you, you’ll want to sign a contract and collect a deposit of about 1/3 of the total fee, with the balance to be paid one or two weeks prior to the wedding. Collecting payment on the actual wedding day is a) tacky, and b) often hard to do. Payment in advance also boosts your cash flow, in case the couple is slow in placing an order.

Details to Include

Your contract should stipulate how many hours you’ve been hired for, how many locations, how many proofs you will provide (if any), how many pages will be in the album, and which album the couple has selected. Include a line that states the total final cost, what deposit has been taken, what amount is still owed, and the day it is due.




You’ll want to include other important details like the date, location and time of the wedding, participants’ full names and contact information, number of guests, names of other service providers (wedding planner, caterer, officiant, florist, reception location manager, etc.), planned themes and colors, and contact info and addresses of all shooting locations.

You may also add:

• Enlargement prices, and a date those prices are good until

• If black and white photos are requested, and in what ratio to color

• The rate for additional hours of your time (some photographers will stay up to an hour for free, but charge an hourly rate if things drag on past that)

• A time limit for choosing and ordering prints

• What amount of the deposit you will retain if the wedding is called off

• What photo editing you will or will not perform

• A disclaimer that you will not be held liable for things beyond your control

• A model release, if you intend to use their photos for self-promotion

• Your strategy if, due to emergency, you are unable to attend

• An approximate timeline from event, to selection of images, to presenting the album

• Accepted methods of payment

And of course, don’t forget a line for the signatures of bride and groom! You can photocopy the contract and provide the couple with a copy before they leave. And of course, have a lawyer review any contract before you use it.

Here’s a generic sample contract suitable for an event (such as a wedding):




This Agreement is made effective as of ____________ (current date) by and between ________________, hereafter referred to as “The PHOTOGRAPHER” and _____________, hereinafter referred to as “The CLIENT” relating to the event(s) detailed below, hereafter referred to as “The EVENT(S).

ENTIRE AGREEMENT: This agreement contains the entire understanding between the PHOTOGRAPHER and the CLIENT. It supersedes all prior and simultaneous agreements between the parties. The only way to add or change this agreement is to do so in writing, signed by all parties. In the event that any part of this agreement is found to be invalid or unenforceable, the remainder of this agreement shall remain valid and enforceable. Any agreement to waive one or more provisions of this agreement or any failure by one or both parties to enforce a provision of this agreement shall not constitute a waiver of any other portion or provision of this agreement.

RETAINER FEE: A retainer fee of $____ is due and payable by the CLIENT upon the signing of this contract. If the EVENT(S) are rescheduled, postponed, or cancelled; or if there is a breach of contract by the CLIENT, the retainer fee is non-refundable and shall be liquidated damages allowed to the PHOTOGRAPHER. The CLIENT shall also be responsible for payment for any of the PHOTOGRAPHER’s materials charges incurred up to time of cancellation.

EVENT SCHEDULE: The CLIENT agrees to confirm the schedule one week prior to the EVENT(S). Notification of any changes in schedule or location must be made in a timely manner and confirmation of receipt must be obtained from the PHOTOGRAPHER by the CLIENT.

SAFETY: The PHOTOGRAPHER reserves to right to terminate coverage and depart the EVENT(S) if the PHOTOGRAPHER experiences inappropriate, threatening, hostile or offensive behavior from person(s) at the EVENT(S); or in the event that the safety of the PHOTOGRAPHER is in question.




SHOOTING TIME/ADDITIONS: The CLIENT and the PHOTOGRAPHER agree that cooperation and punctuality are essential to accomplish the goals and wishes of all parties. Shooting commences at the scheduled start time ____ and ends at the scheduled end time _____. If the CLIENT does not arrive at the appointed time for the EVENT(S), shooting will commence at the scheduled start time and end at the scheduled end time. Any and all additional time beyond the scheduled end time will be billed to the CLIENT.

EXPENSES INCURRED: When applicable, the CLIENT is responsible for all travel, accommodation, meal and transport costs unless provided by the CLIENT.

TRAVEL EXPENSES: All travel expenses are based on the distance between the EVENT location(s) and the PHOTOGRAPHER studio address. For all EVENT(S), the first __ miles roundtrip of travel are included. All miles in excess of ____ miles roundtrip are charged at $__.____ per mile.

RESPONSIBILITIES: The PHOTOGRAPHER is not responsible for compromised coverage due to causes beyond the control of the PHOTOGRAPHER including but not limited to obtrusive guests, lateness of the CLIENT or guests, weather conditions, schedule complications, incorrect addresses provided to the PHOTOGRAPHER, rendering of decorations, or restrictions of the locations. The PHOTOGRAPHER is not responsible for backgrounds or lighting conditions which may negatively impact or restrict the photo coverage. The PHOTOGRAPHER is not held liable for missed coverage of any part of the EVENT(S). The PHOTOGRAPHER will not be held accountable for failure to deliver images of any individuals or any objects at the EVENT(S).

V E N U E A N D L O C AT I O N L I M I TAT I O N S : T h e PHOTOGRAPHER is limited by the rules and guidelines of the location(s) and site management. The CLIENT agrees to accept the technical results of their imposition on the PHOTOGRAPHER.




Negotiation with the officials for moderation of guidelines is the CLIENT’s responsibility; The PHOTOGRAPHER will offer technical recommendations only.

PERMITS: The CLIENT is responsible for acquiring all permits and necessary permission for all locations on which the PHOTOGRAPHER will be performing services.

FILM and COPYRIGHTS: The photographs produced by the PHOTOGRAPHER are protected by Federal Copyright Law (all rights reserved) and may not be reproduced in any manner without the PHOTOGRAPHER’s explicitly written permission. If the CLIENT has purchased an “Image DVD” from the PHOTOGRAPHER, upon final payment by the CLIENT, limited copyright ownership of the resulting images will be transferred to the CLIENT. If the CLIENT has purchased an “Image DVD” from the PHOTOGRAPHER, the PHOTOGRAPHER grants the CLIENT permission to share the images on social networking websites, with family and friends, and on vendor websites as long as the images remain unaltered AND textual credit is explicitly given to the PHOTOGRAPHER. The CLIENT must obtain written permission from the PHOTOGRAPHER prior to publishing or selling the photographs.

LIMIT OF LIABILITY: In the unlikely event that the assigned photographer from the PHOTOGRAPHER is unable to perform to the guidelines of this contract due to an injury, illness, act of God, act of terrorism, or other cause beyond the control of the PHOTOGRAPHER, the PHOTOGRAPHER will make every effort to secure a replacement. If the situation should occur and a suitable replacement is not found, responsibility and liability is limited to the return of all payments received for the EVENT(S).

In the unlikely event that digital files have been lost, stolen, or destroyed for reasons beyond the PHOTOGRAPHER’s control, including but not limited to camera, hard drive, or equipment malfunction, the PHOTOGRAPHER liability is limited to the return of all payments received for the EVENT(S). The limit of




liability for a partial loss of originals shall be a prorated amount of the exposures lost based on the percentage of total number of originals. The PHOTOGRAPHER is not liable for the loss of images beyond the lesser of the final delivery of all products included in the package or one year.

CAPTURE AND DELIVERY: The PHOTOGRAPHER is not required to deliver every image taken at the event. The determination of images delivered to the CLIENT is left to the discretion of the PHOTOGRAPHER.

POST PRODUCTION AND EDITING: The final post production and editing styles, effects, and overall look of the images are left to the discretion of the PHOTOGRAPHER.

PAYMENT SCHEDULE: The aforementioned $ ___ non-refundable retainer fee is due at the time of signing of agreement. The remaining balance is payable in full on (or before) the day of the EVENT(S). In the event the CLIENT fails to remit payment as specified, the PHOTOGRAPHER shall have the right to immediately terminate this agreement with no further obligation, retain any monies already paid, and not attend the EVENT(S). Returned checks will be assessed a $_____ non-sufficient funds fee.

PRICING: Services or merchandise not included in this initial contract will be sold at the current price operable when the order is placed. All prices are subject to change at any time without notice.

You can check out other contract versions at sites such as:

• www.iqphoto.com/contract.htm

• www.rocketlawyer.com/document/photography-contract.rl

• https://lessaccounting.com/blog/free-photography-contracts


http://www.iqphoto.com/contract.htm

http://www.rocketlawyer.com/document/photography-contract.rl

https://lessaccounting.com/blog/free-photography-contracts



2.3.3 Formal Portraits The trend in current wedding photography is the photojournalistic style, where as much as possible shots are not posed or staged. Even if the bride and groom say they want nothing but candid photography for their wedding, you should suggest that they arrange at least a few formal shots. Remind them that they are not the only ones who may want photos of their special day, and that the tastes of different generations often differ.

The first formal photo you take of the couple might be their engagement photo. If the contact is made this early, use the opportunity wisely. Get a sense of how comfortable the bride and groom are in front of the camera, and what locations and lighting they feel best reflect their relationship. You can use this information to make better decisions on the wedding day. If you take notes, review them just before the wedding so they’re fresh in your mind.

Before the Event

The first person you’ll usually take pictures of on the wedding day will be the bride. Schedule yourself to arrive a few hours before the wedding. If the bride has requested still photos of her dress and shoes, or ones of her getting dressed, plan to be there well in advance to capture these.

In addition to a few posed shots of the bride in her dress, you’ll likely take some candid photos of touching moments between bride and mom, bride and bridesmaids, and bride and flower girl. This reflective, nervous time lends itself well to the use of mirrors, natural light, silhouettes, and black and white images.

Before the wedding, you may need to use the “dentist’s technique” of distraction to get the subjects to relax. Get them to give you opinions (not wedding related), to talk about themselves, and just to engage their brain in not worrying about the moment.




“Especially with weddings, you are dealing with people on perhaps the most stressful day of their lives. Be very patient, reassuring and calm, as well as ensuring that they will have great quality memories from that day.”

— Nicole Donne, professional photographer

To save you some time (and because you can’t be in two places at once), portraits of the groom and groomsmen work well at the wedding site. At the same time, you can get some images of the venue and of guests arriving.

After the Event

Formal photography is then postponed until immediately after the ceremony, when group portraits take place, followed by intimate portraits of the bride and groom alone. Make sure the couple has allowed enough time to get the shots they want, including travel to the photo location if requested, and travel to the reception.

Have a planned order for formals that excuses people as soon as they are not needed. Let the couple know that you alone will be taking photos at this time. Well-meaning relatives and their point-and-click flashes will only slow you down, and may even upset lighting you’ve arranged. The bride and groom should assign someone in advance who knows both side of the family to gather people for group photos and keep things moving. Try to keep this tedious-but-necessary session to half an hour at the most.

You will need time alone with the bride and groom at the end. Watch out for stiffness or over-posing in these formal portraits, conveying an unnatural look. Look to capture real, intimate moments between bride and groom. Let them discuss their day privately, giggle over little faux-pas, and revel in their new status as husband and wife. You’re more likely to capture the image that defines the day by not worrying too much about changing locations or coaxing out kisses.

2.3.4 At the Event When you book yourself wedding work, you’ll generally need to commit the whole day as you move from the “getting ready” location,




to the ceremony, to the reception. For full service packages, plan for an 8-10 hour day, and anywhere from 300 to 800 images captured. The couple won’t see all of these images, but it will allow you to present only the best.

“Must-Have” Images

Review what images the clients have asked for just prior to the wedding. Throughout the day you’ll be shooting a variety of traditional parts of the day, posed shots (discussed above), and candid moments. The bride and groom (or their parents) are likely to want photos of:

• Bride arriving

• Everyone walking down the aisle

• Religious rituals

• Ring exchange

• First kiss

• Couple right after the ceremony

• First dance

• Cutting cake

• Bouquet toss

If possible, take some photos of the venues, the cake, and the head table. To help you prepare, plan to check out the locations in advance, with an eye for lighting, backgrounds, and places where you can stand without being in the way. You’ll probably be reminded by the officiant, but flash photography is generally not acceptable during the ceremony. See what kind of natural light is available, and plan your equipment and angle accordingly.

In addition to the set times when you know you’ll take pictures, be ready for the unexpected moments: smiles, glances, expressions, and touches, or when the bridal party is just goofing around. Especially in the digital age, there’s no reason for you to stop shooting at any time. The more variety you can shoot, the more shots you are likely to sell.




It helps to have more than one photographer, if possible. This is a time when working with a partner or assistant can really pay off.

Informal doesn’t have to be 100 percent candid, either. Mike Copeman adds that you can also set up semi-candid moments, where you arrange a situation but don’t pose anyone. “You can tell them what you’re trying to achieve. We’ll have groups walk towards us and away from us, or we’ll set up a casual situation and tell everyone to relax and act like the camera isn’t there,” says Mike.

Being Prepared

“With weddings you are on a very fixed amount of time, and this event will happen once, and only once. It is a one-time deal, and the most challenging thing about it is trying to forget that pressure and do your best no matter what happens,” explains professional photographer Nicole Donne.

“It can be a lot of pressure, so having a clear head and being confident in your abilities can make all the difference. Stay calm, be professional, and do whatever you can to ensure that the focus of the day is on nothing other than the couple,” she advises.

Back-ups are also important, and are great peace of mind. You must have back-ups for all your electronic equipment (camera body and flash, in particular). As a paid professional you are responsible for the things within your control, which include the likely possibility that something fails on you. If you want to save on the initial outlay of cash, back-up equipment can be rented while you are still building your business.

Mike Copeman says he prefers to do most of his wedding work with two zoom lenses, rather than interchangeable prime lenses. “If some dust lands on your sensor during lens changes, you’ll spend hours retouching in Photoshop,” he cautions.

Mike adds that one thing wedding couples do not appreciate is a slow photographer, so he also limits fiddling with equipment. “It shouldn’t feel like a marathon. I have two camera bodies each with a zoom attached, and I sometimes change lenses on one of them near the end.”




Don’t forget to wear comfortable shoes on the job, or you’ll regret it. If you are stuck for what to buy, ask other professionals who spend a lot of time standing (e.g., nurses) what they wear. Try to find something that both looks professional and is comfortable, and that will last.

Selling Yourself as You Work

You are an ambassador for your business at every wedding you take pictures of. Dress neatly… you don’t want to stand out. Men should shave, women will style their hair and look their best. A black dress shirt, shoes, and slacks for both men and women is a common “uniform” for wedding photographers. If people like your pictures, but remember you as the scruffy person that security almost threw out, you may lose future business.

On the other hand, if you can get people laughing during group shots, you work efficiently and professionally, and you put a smile on even the most nervous bride’s face, you can expect to receive more referrals, and more print purchases. People tend to equate their feelings about you with your work. Don’t lose sight of the fact that weddings are fun! “Every time you open your mouth, you’re selling yourself,” says professional photographer Mike Copeman. Just be sure that you aren’t too busy chatting up Aunt Lily to do your job.

If they seem open to the idea, you might consider asking the bride and groom if you can display some photos at the reception. If you have an assistant available who can choose some of the best images immediately after the wedding, set them up as a digital slideshow at the reception. Alternately, you can offer to enlarge and display an engagement photo, if you took one for the couple. Have brochures and business cards available to hand out.

2.4 Preparing and Presenting Images Your work isn’t over once the camera stops. In the following days or weeks you’ll need to edit your images, present them to clients, and arrange to have prints and albums made. How you handle this aspect




of your workflow is important, and will have a big impact on your clients’ satisfaction.

2.4.1 Digital EditingWhile programs like Photoshop have vastly reduced the time that retouching film photos used to take, it is still time-consuming work. Therefore, the level of editing you do should be matched to (or built into) the price of your services. That is, if you offer economy prices, you offer limited editing. If you are a high-end photographer, you’ll spend more time making sure images are picture-perfect.

How Much to Edit

It will not be practical to edit every image you capture. You can choose to edit all the ones that the client will see, or you can wait until clients have selected the images they want, and edit the ones that are ordered. Photographers who deal in volume may not edit at all, focusing instead on getting a great look while the pictures are being taken.

“For our weddings we file-prep every single photo that leaves here, and each is inspected for quality,” says Anthony Cava of Photolux Studio. Frank Cava confirms: “Everything that leaves the studio, whether it be a file or print, is perfect.”

Basic digital editing includes cropping, correcting color, removing physical blemishes, and reducing noise. You can also offer more creative editing that involves creating composites (several photos grouped together); adding poetry, names and ages; or hand coloring. Again, just make sure that the time it takes you to arrange these effects is built into your price.

Getting Creative

Composites help you sell more images, including ones that might not be as visually strong on their own. A typical composite in a wedding album might include three images: shoes, flowers, and an invitation, for example. For baby portraits, composites of close-ups of hands, tiny toes and little mouths are an attractive and popular option.




If digital editing is a special skill of yours, your creative options are virtually endless. Digital imaging is an art form of its own, and you can drop in fantasy backgrounds, add elements, or merge photos for unusual and stunning effects. In today’s market, having a unique talent in digital imaging is a definite asset.

TIP: For the greatest range of creative options, capture images in your camera’s RAW format to preserve the many levels of digital information, which can then be manipulated as you wish.

Software and Equipment

Adobe Photoshop is the digital editing software of choice for most professional photographers. You can find courses in using Adobe Photoshop at any community college. Photoshop currently retails at $699 on its own, or you can purchase it as part of Adobe’s Creative Suite 5 (which costs more, but gives you access to other useful Adobe software as well). Also, Adobe has an application called Lightroom (www.adobe.com/products/photoshop-lightroom.html) specifically aimed at professional photographers, which offers new features that help you work more efficiently.

• Adobe www.adobe.com

For digital editing, it’s very important to have a monitor that will accurately reflect the colors and tones that will be printed. Calibrate the monitor’s settings for accuracy, and print some test work first, especially if you plan to use a fulfillment service that ships directly to clients.

2.4.2 Viewing Session with ClientsYou have a number of options for presenting your images to clients. If you run an economy digital studio, you can present images to clients on your computer screen immediately after the session. This approach works best if you have had a short shooting session, and clients have only a few images from which to choose. (It’s obviously not an option for event photography.) You can take advantage of the “heat of the moment” to sell clients images and packages on the spot.


http://www.adobe.com/products/photoshop-lightroom.html

http://www.adobe.com



The In-Person Session

For better-quality portrait photography, it’s more common to arrange a viewing appointment with the clients about a week or so after the shoot. This allows time for the clients to build excitement about the results of the session, and for children’s photos it allows the parents to return without the kids so they can think clearly about their options. It also gives you a chance to select only the best images for consideration. Allow about an hour for this session.

Images can be presented as a slideshow set to music, using software such as ProShow Gold. While this can be done on a laptop, it’s more effective on a big screen TV or projection screen, where images are presented in real (or at least enlarged) size. Clients select their favorites, and then you can get down to the business of choosing sizes or packages. Make sure all decision-makers are present to take full advantage of this approach.

• Photodex ProShowwww.photodex.com/proshow

For weddings, you may be presenting hundreds of proofs for consideration. Allot a bit more time for the viewing session (about two hours), and use a process of elimination. You might suggest images that work well together, but let the clients speak first about the images, and listen. You’ll decide after the fact how to arrange the selected images in the album.

The emotional impact of presenting images in person can certainly boost sales when done right. “You have to understand that you are a salesperson. Get comfortable with it. If you don’t like salespeople, you have to change the way you think. You are not twisting your clients’ arms when you’re selling, you are teaching them about your product. If you don’t take the time to do that, you’re not doing your best for the client,” says Mike Copeman.

Online Galleries and Proofs

You may find that some clients are reluctant to make decisions on the spot. Although it takes away from the effect of the in-person presentation, you can offer a preview of images online so that when


http://www.photodex.com/proshow



clients come to meet with you, they are ready to make decisions. Alternately you can make your presentation, and then post images online afterwards for clients to mull over some more.

Online galleries where clients can view proofs and place orders are a convenient option for clients who are busy. You know your target market best, and can make decisions accordingly. The upcoming section 2.4 has more information about the cost and benefits of using these galleries.

While many photographers are moving away from print proofs because of their cost, they can be useful for clients who don’t have Internet access and can’t meet you in person. If you do present print proofs, they should be watermarked so that clients cannot make their own copies. Allowing clients to take proofs home will almost always delay an order. Be sure to emphasize the time frame they have to make decisions, and follow up with them frequently until an order is placed.

2.4.3 Generating PrintsIn some ways, you can consider yourself in the business of selling prints, since that’s where the bulk of your profit comes from. You’ll have the choice of generating your own prints in house with a commercial-quality printer, or outsourcing the work to a trusted lab.

The traditional enlargement size is 8″x10″ for wedding photo albums. For portraits, you’ll also get frequent requests for 11″x14″, 16″x20″, and on up from there. (See the upcoming section 2.5.2 for a list of sample print sizes and prices.) To give portraits a custom look, high-end photographers offer clients prints on a variety of media, from fine art paper to canvas. Canvas in particular gives depth and texture to the image, and the client can display the print without glass.

Some beginning professional photographers do not do their own printing, as the investment in a printer and accessory equipment is not cheap. While it is a savings to cut out the middleman, work out how long it will take you to recoup the expense of setting yourself up to print, and whether it’s the best use of your time.




When you’re ready to consider buying a professional-grade photo printer, be sure to check out the most recent reviews ; look for sites and articles such as:

• www.digitalphotopro.com/gear/printers

• www.cnet.com/forums/discussions/recommendations-for-a-high-quality-photo-printer

• www.thephoblographer.com/2017/06/28/the-top-printers-for-photographers www.computershopper.com/printers/photo

Online Fulfillment

Online labs are another option for those without local resources. You can present digital proofs to your clients in person, and then use an online printer for fulfillment. Enlargements are shipped to you, and you preview the prints before you present them to the client.

Alternately, you may upload your pictures into an online gallery for clients to view. You set your own prices to be displayed to the client. Clients place their orders and pay online, and prints are shipped directly to the client. (You can arrange to delay shipping by a few days if photos need editing.) Payment is forwarded to you.

Services such as these may charge an annual/monthly fee which will vary depending on your usage of services. For instance, SmugMug’s ‘Business’-level user plan costs between $25-$35 per month. For many photographers the cost is worth the convenience. There are some free galleries as well, but they don’t offer the same level of customer support.

• Mpixwww.mpix.com

• SmugMug Prohwww.smugmug.com/pro

• 500PXhttps://500px.com


http://www.digitalphotopro.com/gear/printers

http://www.cnet.com/forums/discussions/recommendations-for-a-high-quality-photo-printer

http://www.cnet.com/forums/discussions/recommendations-for-a-high-quality-photo-printer

http://www.thephoblographer.com/2017/06/28/the-top-printers-for-photographers%20www.computershopper.com/printers/photo

http://www.thephoblographer.com/2017/06/28/the-top-printers-for-photographers%20www.computershopper.com/printers/photo

http://www.mpix.com

http://www.smugmug.com/pro

https://500px.com



• Photlerhttps://photler.com

2.4.4 Albums and AccessoriesAs part of a full-service package, wedding clients generally expect their images to be presented to them in an album. The modern wedding album has come a long way in recent years. While some brides still prefer the traditional leather-bound book with 20-40 matted 8″x10″s, the trend towards photojournalism has inspired the magazine-style or flush-mount album.

The more modern style allows the photographer to tell the story of the day through images, since pages can be arranged collage-style (several on one page) or panoramic (across two pages). The pages are printed flush to the edge, and the book is bound by hand in a choice of cover materials. A picture of the couple can be chosen to adorn the cover.

You will help the clients select their favorite images, and then you are responsible for arranging selected photos in the album. You can design the album pages yourself, work with templates supplied by the album company, or send the digital images and let the album company design it. Images are usually presented in approximate chronological order.

You will receive digital or physical proofs for you and the client to sign off on, and then the work on the album will begin. Turnaround time from that point is generally four to six weeks. You can also sell your wedding or event clients mini-albums based on the original, designed for family members.

Note that the major album suppliers may not deal directly with consumers. You’ll need to show them proof of your registration with the sales tax authorities (government ID number) in order to get the best (wholesale) pricing.

• www.kiss.us

• www.cypressalbums.com

• http://forbeyon.com

• www.zookbinders.com


https://photler.com

http://www.kiss.us

http://www.cypressalbums.com

http://forbeyon.com

http://www.zookbinders.com



• www.queensberry.com

• www.finao.com

• http://asukabook.com

• www.whitedovealbums.com

• www.milkbooks.com

Other Accessories

Where you take your business from here is part of the fun of being an entrepreneur. If you work with the clients for their engagement photos, you can also offer the service of having save-the-date cards printed, for example. You can help arrange framing for enlargements with a local custom-frame shop, or sell ready-made frames in the usual sizes. You can get everything from calendars to handbags to greeting cards made with your images, and sell these to the client at a mark-up.

Whatever products you choose to offer as part of your packages, make sure that they a) add a tangible value to your service, allowing you to book more clients, and/or b) bring a level of profit to you that makes sense financially and adequately covers your time and cost. It’s nice to offer a variety to clients, but if you’re losing money doing it, you won’t stay in business long.

2.5 Getting Paid Setting your prices in any industry can be tricky. Here are some ways you can set your photography fees to ensure a decent profit, factoring in your time and skill, your overhead, and your direct costs. Remember that your prices and packages will need to be reevaluated frequently to make sure they are still generating the profit you need.

2.5.1 Session Fee or Day RateYour session fee or day rate is what you charge for the service of taking pictures. It is charged to clients who want to buy an unspecified number of prints a la carte. It ensures that even if clients don’t place a big order for prints, your time is still compensated for. They also give your cash flow an immediate boost, which is a help.


http://www.queensberry.com

http://www.finao.com

http://asukabook.com

http://www.whitedovealbums.com

http://www.milkbooks.com



If clients select and put a deposit down on a certain level of package when they book your time, then photographers don’t need to charge a session fee or day rate. Some (or all of) the session fee/day rate can be discounted based on the print order. For example, if your session fee is $200, a $100 credit could be applied with orders of $500 or more, and a full credit with orders of $1,000 or more.

Look at a session fee or day rate as what you would expect for hourly payment for your service. If your session is typically about 15 minutes, your session fee would be basic: say, $10–$20. Using the same scale, if your session is two hours your session fee could stand to be eight times that much, or $80–$160.

A portion of your session fee should be paid when the service is booked, so that clients are encouraged to keep their appointment with you. This portion should not be refundable, and should not be transferable with less than 24 hours’ notice of cancellation. It’s common to charge a premium for shooting on location if you typically work out of your studio. This covers your traveling time, and the time to set up lights and equipment.

For wedding and event photographers, your day rate will be based on a certain number of hours. If the clients want you to be available for more hours than your rate specifies (five or six hours is a basic standard), you should have an hourly tack-on fee as well. Hourly fees vary widely, but generally start around $75–$100 for new photographers (this price does not include any prints).

Again, day rates are not necessary if the client books a package that includes album and prints, as you’ll build your service time into the complete package. They are most common with photographers who sell the entire CD of images to the client, or who charge by the print.

2.5.2 A La Carte EnlargementsIn addition to a session fee or day rate, image enlargements can be sold a la carte, or individually. This payment option is typical for high-volume, low-cost photography, where clients have an eye on their budget. They then know that they will only pay for exactly what they need.




You will set a price for each size of print (see sample below), with a rising scale of price in relation to overall size of the print. You can offer a percentage discount for each additional order of the same print in the same size.

Depending on the costs of the fulfillment service you use, you may want to set a minimum price for placing any order. It’s also important to point out to clients that your prices are only guaranteed for a set amount of time. This encourages clients to hurry up and order, and protects you if they come back two years later wanting your old prices.

There will be a considerable difference between what you charge for prints, and what the lab charges you. This is because your client is not just paying for paper and ink — they are paying for talent as well as your time in fulfilling the order, from taking the pictures, to selecting and editing images, uploading or delivery to the lab, and shipping or delivery of photos, as well as your overhead to run your business.

TIP: Feel confident charging what your images are worth. You should also raise your prices as your studio evolves, your skills improve, and/or your costs go up.

There is a sample middle-of-the-range pricelist below, but you should base your prices on what is being offered in your geographic area. This is known as pricing according to “what the market will bear,” and urban centers tend to bear more than rural areas. Don’t base your prices solely on what your competitors are doing, but do use them as a touchstone to know what clients expect.

When Michelle Valberg was first starting her photography business, she explains that she used a survey approach to set her prices: “I asked many different photographers in the city/area in which I was located what their pricing was, and went from there.” Most photographers interviewed for this guide confessed to using a similar approach.

Mike Copeman adds that when comparing prices with your competitors, you should also factor in how their businesses are different from yours. If they have more staff than you, or a downtown location when you work out of your home, you know that their prices will be high because of higher overhead. If your own costs of business




are lower, you can turn their same level of profit but charge your clients less.

Sample a La Carte Print Pricelist

Size Price Size Price

20" x 24" $249 5" x 7" $3916" x 20" $169 4" x 6" $1911" x 14" $129 4" x 5" $15

8" x 10" $69

2.5.3 Packages and Flat Fees

Wedding and Event Packages

The Knot’s online wedding planner advises brides to set aside about 7% of their total budget for photography and additional prints. With the average cost of a wedding in the U.S. now approximately $19,580, the average couple therefore has a budget of $1,370 in mind for photos. Depending on your target market and geographic region that figure can vary significantly, but it is a helpful starting point in determining your package fee.

The basic wedding package typically includes:

• 4-6 hours of your time

• A specified number of color and black-and-white pictures taken

• A specified number of locations

• A selected album with a set number of pages

• Prints to fill the album

• Limited editing of images

• One or two enlargements




Four different wedding photographers surveyed for this guide turned up four very different basic package rates: $1,700, $2,250, $3,900, and $5,000. A good way to get a sense of the going rate in your area is to visit the websites of other photographers in your region. While exact prices may not be posted, you’ll almost always get an idea of where basic prices start.

Premium packages may add on:

• Additional hours of your time

• Additional enlargements

• Additional locations

• A second photographer on site

• Additional album pages

• Mini-albums

• Extensive editing of photos

• Physical proofs

• Online gallery of images

• DVD montage

• Release of non-commercial rights to digital images after a specified time

• Special services (as detailed in section 2.5.4)

“Due to the changeover to digital photographs, I think a big trend is that photographers are beginning to offer all-inclusive packages that include a set of proof prints as well as discs of the images, essentially allowing for the client to have rights to reproduce the photographs,” explains professional photographer Nicole Donne.

Bear in mind that, as a beginning wedding/event photographer, you may not be able to charge what someone with 25 years’ experience is charging. Build your business in relation to your skills. You can offer a discount while you are building your business and your portfolio.




Many wedding photographers also offer discounts for weekday weddings, or off-season bookings.

Discounts are a slippery slope, though, so use caution. Photographer Mike Copeman says that one of the biggest mistakes he made was giving a discounted rate on a wedding package to an acquaintance who gave him a hard time on his prices. Mike agreed to a super-cheap rate. Not only did that cost him money on that job, he adds that it cost him a referral job down the road.

“The guy’s sister called me looking for a quote. I gave her my prices, but she was expecting the same discounted rate. Discounting can hurt your referrals, so be careful when giving out a deal. Stand tough on price — now I just say, ‘This is what we charge. You know it’s fair,’” Mike says.

Don’t forget to add the appropriate state, provincial and federal taxes to the products and services on your pricelist. You should also specify your required deposit (about 1/3 of the package total), and when the balance is due.

Portrait Packages

Portrait packages come in two main varieties: a set number of poses and print sizes from one session, or a certain number of pre-booked sessions over time.

Pose-and-print packages require the client to make two decisions: selecting the images they will have enlarged, and selecting the enlargement sizes/numbers. A typical economy package might include one 8″x10″, two 5″x7″s, four 3.5″x5″s, and a sheet of wallets. While true economy packages will limit the print images chosen, you can offer an upgrade to a number of images in the package. You can also create premium packages that include digital editing effects, print on canvas, composites, albums, memory boxes, frames, DVD montage, etc.

When you put together your package options you want to offer enough of a variety to appeal to clients’ different needs, but not so many options that the client becomes confused or overwhelmed. Overwhelmed clients often want to postpone decision-making, which means a longer lag time (or indefinitely) until you get paid.




A typical sales strategy in a high-volume studio is offering a cheap or free session, and then making your money back by aggressively selling the portrait packages. For example, a studio may offer a $25 sitting fee/economy print package. The first image selected is the package pose, and then the studio photographer will continue to take better and more creative shots. When the client sits down to take a look at the digital proofs, the later photos are almost always better, and can be added in — but for a much higher price than the original package pose.

When you create your packages, they should offer the client an incentive to choose them over the a la carte, such as better pricing or add-on value. Packages paid for is money you can count on, which is a good thing.

The price of the package typically includes the sitting fee. Basic package fees surveyed for this guide range from $105, to $145, to $280, and the contents of each package varied significantly. You may earn a smaller margin of profit overall for a package, but you’ll compensate for that with additional sales.

As mentioned, another way to package is a grouping of session fees, sometimes with a very limited number of prints. The session fees are discounted in exchange for being pre-booked, and again the hope is that the volume of sales will be higher since you have guaranteed the client will come for more sessions than he or she might normally book.

Three popular options in this vein are maternity/infant packages, baby’s first year packages, and child’s first five years packages. Three or more session fees are prepaid for that defined span of time, possibly at set ages or stages.

A simpler method for high-volume studios to group session fees is with the use of a loyalty card. Purchased for a small fee, the loyalty card entitles the bearer to discounts on future sessions, and expires in a set amount of time. This encourages the client to come back to your studio before the discount runs out.




Flat Fee

A flat fee may be appropriate for very basic packages, or when you are strictly selling digital images. You know there is no chance to up-sell the client, so you can set a fee in advance and stick to it.

For headshots you can offer a standard business package at a flat rate. Specify the length of time for the portrait session (to avoid all sorts of outfit changes) and number of shots you’ll take, and offer clients who need it an option of upgrading from there. Clients will need digital files these days, so make sure you specify that you provide a disc with all rights released.

2.5.4 Accessories and Special ServicesYou can increase sales and build goodwill by offering accessories and special services to your clients. Some are services you can offer free of charge, while others are add-ons you’ll charge for, but that give your clients a reason to choose you and your service.

“When wedding clients want a bargain on price, I look for ways to add value to what they are getting instead, in a way that costs me very little — for example, giving them a few extra copies of prints they order,” says Mike Copeman. Extra services are another way to add value too.

Free of Charge*• Gift-wrapping

• Discount card for future booking

• Home delivery

• Referral to other service providers

• Framing consultation

• In-home visit to assess size, lighting and placement

• Travel within a reasonable distance

• Picture-hanging service




(* You can charge for certain services or drop the fee based on how much money your client is spending.)

Accessory Products• Ready-made frames

• DVD montages

• Purses or handbags printed with image

• Journals printed with image

• Anything else your creativity inspires…

2.5.5 Accepting PaymentAs soon as you establish your business you will need to open a business checking account at a bank, trust company, or credit union. You can shop around to find a financial institution that is supportive of small business, or use the same one that you use for your personal banking.

In addition to your checking account, a financial institution may provide you with a corporate credit card used to make purchases for your business, a line of credit to purchase items for your business, and a merchant credit card account enabling you to accept credit card payments from customers.

You have a variety of options for accepting payment from your customers.

Accepting Debit Cards

With a debit purchase, the funds come directly out of the customer’s account at the bank and are deposited directly into your business bank account. There is no credit involved for customer or merchant. In order to set up debit payment, you will need to ask your bank for an application and you will need a debit machine. The equipment costs about $200 to $500, but some companies offer leases.

There may be a short delay or small charge to you, initially or ongoing, depending on the bank. And you will have to get the equipment to




process the payments and print receipts. (Federal law mandates receipts be provided to customers for debit card purchases.) To find out more about debit card services in the U.S., visit the Electronic Transactions Association directory of member companies at www.electran.org (click on “Information Resources” then “Links”), or in Canada, visit the Interac Association at www.interac.ca.

Accepting Credit Cards

American Express and Discover cards set up merchant accounts nationally and internationally. MasterCard and Visa are local. To become a merchant directly accepting MasterCard and Visa, you will have to get accepted by a local acquirer (a financial institution like a bank licensed by the credit card company). Because yours is a new business, you may have to shop around to find one that gives you good rates (you may be charged between 1.5 and 3 percent per transaction for the service, and often an initial setup fee and perhaps ongoing fees for phone calls, postage, statements, and so on). You might also have to provide evidence of a good personal financial record to set up an advantageous rate, at least until you’ve become established in your business and have a good track record for them to look at. Remember, the bank is granting you credit in this instance, “banking” on the fact that your customers will not want refunds or that you won’t try to keep the money if they do.

These days, although the acquiring bank will be a local bank somewhere, it need not be in your hometown. Numerous services are available online to help you set up a merchant account. MasterCard and Visa accounts, as well as American Express and Discover, can all be set up through your local bank or by going to the websites of each of these companies.

MasterCard Merchantwww.mastercard.us/merchants/index.html (USA) www.mastercard.ca/en-ca/businesses.html (Canada)

Visa https://usa.visa.com/run-your-business/accept-visa-payments.html (USA)


http://www.electran.org

http://www.interac.ca

http://www.mastercard.us/merchants/index.html

http://www.mastercard.ca/en-ca/businesses.html

https://usa.visa.com/run-your-business/accept-visa-payments.html



www.visa.ca/en_CA/run-your-business/accept-visa-payments.html (Canada)

American Expresshttps://merchant-channel.americanexpress.com/merchant/en_US/accept-credit-cards (USA) www.americanexpress.com/amex/ca/en/merchant/index.html (Canada)

Discoverwww.discovernetwork.com/merchants

Square provides ways to process credit card transactions anywhere using their tools. One option is using their small card reader accessory that plugs into your mobile device, enabling you to swipe cards and receive payment through your phone or tablet. Customers will receive copies of their receipts via email. A newer device allows you to read chipped credit cards or accept payments with contact-free devices. Read more about their services at https://squareup.com.

DirectPay is another way to get merchant account credit card services, and offers a variety of other tools useful to the professional photographer, including online shopping carts and the ability to accept payments on-the-fly with a swipe reader accessory to your smartphone. Read more about their services at www.directpayinc.com.

Accepting Payment Online

You may choose to accept payments online through services such as PayPal (www.paypal.com) or Google Pay (https://pay.google.com). Typically, these services charge a greater “discount rate,” which is what the banks and credit card companies call the 1.5 to 3 percent they withhold from your payments. And the purchase must usually be made online. Still, there may be instances when you are doing business online with some of your clients, and it may be useful then. Also, it provides a safe route for conveying financial information over the Internet.

There are no monthly service or other account-related fees, but you will surrender a small percentage of each transaction to a service like PayPal. If you would like to accept credit card payments through PayPal, there is an additional small charge per transaction (1.9%-2.9%) plus an


http://www.visa.ca/en_CA/run-your-business/accept-visa-payments.html

https://merchant-channel.americanexpress.com/merchant/en_US/accept-credit-cards

https://merchant-channel.americanexpress.com/merchant/en_US/accept-credit-cards

http://www.americanexpress.com/amex/ca/en/merchant/index.html

http://www.discovernetwork.com/merchants

https://squareup.com

http://www.directpayinc.com

http://www.paypal.com

https://pay.google.com



additional 30 cents per transaction. There is a small cross-border fee of up to one percent applied to foreign payments, but this is waived for funds coming from the U.S. to Canada. To find out more about PayPal’s services visit their website and click on “Merchant Services.”

Accepting Checks

When you accept checks, especially for large amounts, you may want to have a back-up system for getting paid if the client has insufficient funds in their checking account. One option is to ask the client for a credit card number which will be charged if the check does not clear.

When accepting checks, it’s important to get a credit card number, driver’s license number, and full phone number and address (you might even want to check it online quickly to insure they are legitimate). If you have any doubts as to their honesty, it might be a good idea not to accept the check and let the sale go.

You can accept checks from customers with greater assurance by using a check payment service such as Clover Check Acceptance, which compares checks you receive with a database of over 51 million bad check records, allowing you to decide whether to accept a check from a particular client. The company also provides electronic payment services, from telephone debit card processing to electronic checks. You can find out more about Clover’s services www.firstdata.com/en_us/products/small-business/all-solutions/telecheck.html.

Following Up on an Invoice

If a client doesn’t pay within the time requested on the invoice, you can send another invoice, noting that payment is expected within a shorter time, perhaps five or ten days. This gives your client a reminder to quickly make the overdue payment.

If a bill is not paid within a reasonable time frame, such as 60 days, you will need to contact the client again. You can do this by phoning or writing. If you send a letter, you can make arrangements with the courier or post office to get confirmation that your client actually received it. If you’re dealing with a corporate client that is slow to pay, you may have to make more than one phone call. If you work with that


http://www.firstdata.com/en_us/products/small-business/all-solutions/telecheck.html

http://www.firstdata.com/en_us/products/small-business/all-solutions/telecheck.html



client again, you may want to consider requiring a larger deposit or interim payments before proceeding with work.




3. Getting Ready

3.1 Skills You Will Need This section takes a look at three key skills for working photographers — skills that will give you an edge in your market. How well you can take a photo is obviously important, but the most successful photographers also have a way with people, and run their businesses smartly.

3.1.1 Photography Skills You’ll want to learn as much as you can about taking photos before you start snapping with intention to sell them. With that said, know that the learning process never ends. There is always new technology to master and more to learn about your trade, even if you are working and successful. The better your skills, the better your confidence level, which helps you tackle challenges and land bigger and better jobs.




Photography skills are often classified into two groups: basic, and advanced. The basic skills you’ll work on are developing your artistic vision (so you can “see” a good shot); composition and balance; learning the camera settings and equipment to use; and electronic editing with programs such as Adobe Photoshop.

Choosing Digital or FilmOne of the questions people ask when they are thinking about becoming a professional photographer is, should I shoot film or digital? The quality of digital images used to be second to film, but with advances in sensor technology the two are now virtually indistinguishable.

If you’re older than this century, you may have started with film, and perhaps you have a comfort level there. Advocates of film will tell you it’s a richer medium to work with. Because you can’t see the results of your work immediately, it also forces you to give more thought to the creative process.

Digital, on the other hand, gives the advantages of speedier workflow (since you don’t have to develop or scan), being able to view your photos immediately and make sure you got the shot you need, and being able to more easily edit your images afterwards. Digital is greener, and avoiding buying all those darkroom chemicals is a good deal less expensive, to boot.

For up-and-coming professional photographers, this guide recommends that you choose digital over film, at least to begin. That way you can learn skills without having the cost of developing everything you shoot, and you’ll be working in the medium most accepted in commercial use. A few exceptions may be:

• If you have unlimited funds to build your business

• If you already have access to a fully equipped darkroom and scanning equipment

• If you are already very skilled at shooting with film, and have no desire to change over

Even if you include yourself as one of these exceptions, getting set up with a computer and scanner will still be a necessity in today’s market, unless you want to severely limit your marketability.




“Film is finished as far as wedding and portraits are concerned,” says professional photographer Mike Copeman. He made the switch himself from film to digital in 2001. “There’s just so much more you can do and products you can offer. I’m learning how to create wedding DVDs set to music right now — can you imagine the time it would take to scan each picture in?” he adds.

The best way to learn these skills is to practice, and get feedback. You can do this with any combination of self-learning or formal education, as we’ll cover later in this chapter. Once you master the basics, then you can get creative with advanced-level editing, or distinctive techniques. Most resources or workshops will indicate if they are for the beginner or advanced student.

While digital editing gives you some leeway in correcting images, you’ll run your business more efficiently if you can get a great look with as little editing as possible. “We train ourselves to make sure that [each image] is great at the time we are shooting it …. time and attention goes into every single shot,” says Anthony Cava of Photolux Studio.

In addition, each type of photography demands skills that are specialized to that genre. You need to know how to get the look that is needed, from baby portraits to modeling portfolios. Learning these skills from other photographers you assist (see section 3.2.5) is the best way to go, although you can also read, study photos, and practice. The rest of this chapter focuses on options and strategies for developing your photography skills, both formally and informally.

3.1.2 Interpersonal SkillsLet’s face it: photography is an attractive field for people to work in. Potential clients will have many choices, and good people skills are a way to set yourself apart from the herd. If clients like you, they’re more likely to like your pictures and your level of service.

You’ll be communicating with stressed-out brides, shy children, and people who feel very insecure about having their photo taken. Your ability to develop a rapport with clients will go a long way. You’ll




also want to build relationships with other industry professionals, to encourage goodwill referrals.

Starry-eyed photographers are sometimes tempted to believe that the most important relationship they have is between them and their camera. The fact is, no one creates inside a bubble. And if you are hoping to take portraits or work-for-hire for clients, you’ll need to be able to figure out what people want (even if they don’t know) and give it to them. “There’s no room for prima donnas in this business,” says Mike Copeman. “It’s about making the customer feel good.”

Your interpersonal skills start with being a true professional. Return calls or emails about your service promptly and politely. When you schedule a consultation or photo shoot, arrive on time and with all the supplies you need. If you make a mistake, take responsibility, apologize and look to correct it immediately. Be patient, be flexible, and take your time to get the best shots you can. Your ability to listen effectively will also have an impact on your client relationships.

On the job, you’ll need to be able to help people relax and be themselves. This is different for everyone’s personality, and you’ll have to find your most genuine side. It always helps to have a sense of humor. Be human, make mistakes. Don’t hold back laughter. When you can, reveal things about you and your personality, so clients are not the only ones being vulnerable.

Developing Relationships

To have a successful photography business, you first must have clients who will hire you to perform the work. When prospective clients find out about your services, chances are they will want to meet with you to determine whether there is a “fit” between their needs and your services. If people have a choice between two different photographers who both have similar experience and capability, they are more likely to select the one that they “liked” the most and felt the most comfortable with. Think about the individuals who you choose to do business with, for example when you need a haircut. As a general rule, people prefer to do business with people who they like. Chances are, if you don’t like someone or how they treat you, you will take your business somewhere else if you have that option.




If you are able to develop a rapport with people and build their trust in you, they are more likely to want to hire you to do the job. One of the best ways to develop that relationship is to show genuine interest in them and their needs. A common mistake many new business owners make is to talk too much about themselves while trying to sell their services. Instead, you should focus on asking others about themselves. Then listen attentively to the responses, using the listening tips provided below. If you show interest in prospective clients and their needs, they are more likely going to show interest in you and want to hire you.

Besides developing relationships with clients, you will also need to develop relationships with other business people. For example, if you have a good relationship with your suppliers, they are more likely to come through or help you get what you want when you need something in a rush or when you need something that is difficult to track down. A supplier who has a good relationship with you is much more likely to go the extra mile for you, which will in turn make you look good to your clients. Just as importantly, suppliers can recommend your services to prospective clients. If this is an area you want to improve, pick up a copy of Dale Carnegie’s book, How to Win Friends and Influence People.

Listening

Being an excellent listener is the key to providing your clients with the service they want. While listening seems like an easy skill to master, most of us experience challenges in at least one of the following areas involved in listening: paying attention, understanding, and remembering.

You can become a better listener by focusing fully on someone when they are speaking. Here are some ways to do that:

• Don’t interrupt the other person. Hear them out.

• Keep listening to the other person, even if you think you know what they will say next. If you make assumptions, you may miss the point they’re making.

• Ask questions in order to clarify what the other person has said. Take notes if necessary.




• Don’t be distracted by outside interference. Loud noises, the other person mispronouncing a word, or even an uncomfortable room temperature can break your concentration and distract you from the conversation.

• Give feedback to the other person. Nod occasionally; say things like “I see,” and smile, if appropriate. Let them know you’re listening.

• Use paraphrasing. In other words, repeat back in your own words your understanding of what the other person has said. It can help alleviate misunderstandings later on.

If this is a skill you want to improve, there are numerous books on the subject of honing your listening skills and one of the best is Listening: The Forgotten Skill: A Self-Teaching Guide, by Madelyn Burley-Allen. Helpful free advice is available online at www.businesslistening.com.

Verbal Communication Skills

Good verbal skills are helpful when you are selling yourself to potential clients or when you need to communicate with employees, suppliers, or other business people, such as your banker. Many people prefer to work with somebody they can understand who “speaks their language.” To improve your verbal communication skills, ask friends or a vocal coach for feedback on any areas that could be improved, such as clarity of speech, use of slang, proper grammar, or altering your tone of voice to eliminate any harshness. An inexpensive digital voice recorder (available from any office supply store; for example see www.staples.com/Voice-Recorders/cat_CL140515) will allow you to find out how you sound to others.

Reading Non-Verbal Messages

In addition to hearing what people say, a skilled photographer also notices non-verbal communication (tone of voice, facial expression, body language, etc.). These signals can give you valuable clues about what the other person is thinking. Being able to “read” people may not only help you get the job, it can help ensure you keep your clients satisfied. For example, did a prospective client fold their arms when you made a particular suggestion? If so, they may be communicating that they disagree, even if they don’t actually say so.


http://www.businesslistening.com

http://www.staples.com/Voice-Recorders/cat_CL140515

http://www.staples.com/Voice-Recorders/cat_CL140515



Although body language can’t tell you precisely what someone is thinking, it can give you clues so you can ask follow-up questions, even as basic as “How do you feel about that?” If you want to improve this skill, you can find some excellent advice in books such as Reading People, by Jo-Ellan Dimitrius, Ph.D. and Wendy Patrick Mazzarella, and How to Read a Person Like a Book, by Gerard I. Nierenberg and Henry H. Calero.

3.1.3 Business SenseMany creative types struggle with or neglect the business side of their work. “The people I have seen who have folded their photography businesses over the years were not bad at taking photos. They were just bad business people,” says Mike Copeman. Mike and his wife took a business training course early on, and have used what they learned to operate successfully. “I have a good accountant, too,” Mike adds.

The more aware you are of how your business is doing financially, the better you will be able to run it. For example, if a client asks you for a discount on ordering three wedding albums instead of one, you must know (or be able to calculate) how far the prices can dip before the profit margin is too low to cover your costs.

You should at any point know exactly where you stand financially. Know how much you need to make an hour to be profitable. Keep a close eye on your expenses — if one supplier raises their prices, the smart photographer will shop around to see if someone else can meet their needs at a better price. Otherwise, it may be time to raise your prices accordingly.

Running a successful photography business requires an overlap of a variety of business skills. Aside from knowledge and expertise about taking, editing, and printing photographs, you will need to know about:

• Business planning

• Financial management

• Operations management

• Marketing and sales




The more you can keep your expenses down while building a solid customer base plus keeping new inquiries flowing to build sales volume, the more successful your photography business will be. For some of these tasks, you can hire employees or contractors to help you, such as a bookkeeper or someone who can handle the marketing and promotion for your business. Keep in mind, though, that the fewer people you need to hire to help you manage your business, the lower your overall costs of running the business. Developing business skills takes time, so be thorough, and don’t be in such a rush that you neglect to fill in any gaps in your knowledge or skills.

You should learn as much as you can about running small businesses effectively. Professional photography associations such as those listed in section 3.2.5 host annual conferences where a number of courses deal with business aspects of the trade. Sign up for these, take notes, and quiz the speaker afterwards on anything you didn’t understand.

Another great source is Dan Heller’s blog at http://danheller.blogspot.com; although not updated recently, there is a wealth of business information specific to the photographer looking to begin supporting herself or himself.

TIP: “I have a whole bunch of tapes and books about making sales — that’s how important I think sales skills are,” says pro photographer Mike Copeman.

You will also want to stay on top of your marketing efforts. As we’ll discuss in Chapter 5, you will set marketing goals, and have a way to measure effectiveness as well. It’s sometimes easy to overlook the obvious: particularly in wedding photography businesses, there are few repeat clients. You’ll need to be constantly putting out the word about your business to keep a good flow of clients and your time booked up.

You will probably find reading the entire guide before you launch your business helpful, but you can quickly identify particular areas you may want to focus on by reviewing the table of contents. For example, section 4.5.3 provides advice on financial management, covering setting up and managing your books, and getting help with your accounting if and when needed. Section 4.4.1 gives you advice about start-up


http://danheller.blogspot.com

http://danheller.blogspot.com



financial planning. Both these sections provide website links to online resources to help you find further help in these areas.

One tool for helping you to focus on what business skills are involved in being a business owner is business planning. Section 4.1.4 looks in detail at how to develop a business plan to get your business up and running by outlining and clarifying what products and services you will offer, deciding how you will finance your business, creating a market plan, etc. In addition to addressing these important business issues, a business plan will also help you to understand some of the other basic skills required of a business owner, such as marketing and accounting skills.

The Canada Business website at https://canadabusiness.ca has a great deal of helpful information for anyone thinking of starting their own business. They offer the following tips to new entrepreneurs for identifying and creating a unique service:

• Take advantage of a market switch

• Capitalize on a growth trend

• Take advantage of new fads

• Cover market gaps or shortages

• Imitate a successful product or idea

• Transfer a concept from one industry to another

• Invent a new product or service

• Create a market demand

• Serve unique customer groups

• Take advantage of circumstances

• Find people with under-used skills

Other Business Skills

In addition to the business skills listed above, you will need to deal with a fair amount of paperwork. This includes handling important business and legal issues pertaining to your business such as collecting


https://canadabusiness.ca



and paying sales taxes, obtaining proper licenses to operate your business, and maintaining adequate insurance for your business. We’ll discuss some of these issues in greater detail later on, but it’s important to note that you will want to educate yourself on these issues and develop these skills if you do not already have them before you open your business.

Research Skills

Having good research skills is another important asset. You will need to use these skills from the moment you begin developing your business plan (including the population demographics of any areas you are considering), searching for the right location for your business, finding vendors and suppliers, learning about new trends and products, and other purposes.

Computer Skills

You will also need to know how to operate computers and software and use the Internet, as these are key for tracking sales data, inventory, and other important information. Computer skills can be learned, and many local school districts, community and other colleges offer continuing education or extension courses on how to operate a PC or Mac, as well as how to use several major software programs and making use of the Internet for research and marketing. You can find free tutorials at the Microsoft Office support site; see for instance https://support.office. com/en-us/article/PowerPoint-2013-videos-and-tutorials-bd93efc0- 3582-49d1-b952-3871cde07d8a if you have Office 2013. If you need advanced ‘from-scratch’ help, look for a paid tutorial such as those found at Lynda (www.lynda.com/PowerPoint-training-tutorials/285-0. html) or a training disc by TeachUComp as available on eBay.

Resources for Developing Business Skills

The following resources can help you develop your business skills:

SBA The Small Business Administration (SBA) is a leading U.S. government resource for information about licensing, taxes, and starting a small business. You can find a range of resources including information on


https://support.office.com/en-us/article/PowerPoint-2013-videos-and-tutorials-bd93efc0-3582-49d1-b952-3871cde07d8a



http://www.lynda.com/PowerPoint-training-tutorials/285-0.html

http://www.lynda.com/PowerPoint-training-tutorials/285-0.html



financing your new business, business plans and much more at www.sba.gov.

SCORE The Service Corps of Retired Executives (SCORE) is an organization of U.S. volunteers who donate their time and expertise to new business owners. You can find information on taxes, tips for starting your business, or even find a mentor who will coach you and help you maximize your chances of succeeding as a new business owner. Visit them at www.score.org.

Canada Business Services for Entrepreneurs

This Canadian government website offers information on legislation, taxes, incorporation, and other issues of interest to Canadian business owners or those who do business in Canada. For more information and a list of services they offer visit their website at https://canadabusiness. ca.

3.2 Teach Yourself Photography“I worked as a wedding photographer in a family business at a very young age. I continued working as a wedding photographer throughout university, and realized it was what I wanted to do. Like a lot of photographers, a lot is self-taught,”

- Anthony Cava of Photolux Studio

Photography is a unique profession in that many successful professionals are self-taught. While they may have taken niche courses to refine their skills, their basic skills came from reading, talking to or working with other photographers, and constant practice. Here are some ways you can teach yourself photography too, starting today.

3.2.1 Study on Your Own Begin to learn about your craft by analyzing the work of other photographers you admire. Read books for a foundation in the history of photography, and learn about the most influential photographers in the marketplace today.


http://www.sba.gov

http://www.sba.gov

http://www.score.org





• Masters of Photographyhttp://masters-of-photography.com/

• Life Magazinehttp://time.com/photography/life

• The Photo Book (Phaidon Press)www.phaidon.com/store/photography/the-photography-book-midi-format-9780714844886

“There is a book called Photography by Barbara London and John Upton that is used a lot in university courses. I would recommend that book to anyone, as it is really concise and has a lot of detailed information, even for someone just starting out,” says professional photographer Nicole Donne. At press time, the book is currently in the 12th edition, which retails for over $100. Like many textbooks, you may prefer to find an older edition which you can purchase for dimes or even pennies on the dollar.

Be constantly on the lookout for examples of work in magazines, books, billboards — anywhere you see a photographer’s work. You can use stock photo websites listed below to search for photos of just about any subject you can imagine. The post-and-critique sites listed in section 3.2.3 coming up are also a great place to browse a variety of images.

• Aurorawww.auroraphotos.com

• Gettywww.gettyimages.com

• Magnumwww.magnumphotos.com

• VIIhttp://viiphoto.com

• Shutterstockwww.shutterstock.com


http://masters-of-photography.com/

http://time.com/photography/life

http://www.phaidon.com/store/photography/the-photography-book-midi-format-9780714844886

http://www.phaidon.com/store/photography/the-photography-book-midi-format-9780714844886

http://www.auroraphotos.com

http://www.gettyimages.com

http://www.magnumphotos.com

http://viiphoto.com

http://www.shutterstock.com



• DreamsTimewww.dreamstime.com

When you come across a photo that has a style you think you may want to emulate, study it to consider what type of lighting was used, what type of equipment, and what kind of editing or effects were used to augment it.

If you read photography trade magazines like the ones listed below, this information generally accompanies the photos. You can also try using a search engine like Google to locate the personal website of a photographer who is credited with a photo you find inspiring.

“You should get on the computer and visit the websites of lots of other photographers — we all do it. You’ll keep your work fresh if you are aware of the trends. If you don’t keep up with what other photographers are doing, your stuff will look dated quickly,” says Mike Copeman.

• Rangefinder www.rangefinderonline.com

• Popular Photography and Imagingwww.popphoto.com

• Photo Lifewww.photolife.com

• Digital Photo Magazinewww.dpmag.com

• Nature’s Bestwww.naturesbestphotography.com

• Digital Photo Prowww.digitalphotopro.com

• American Photowww.americanphotomag.com


http://www.dreamstime.com

http://www.rangefinderonline.com

http://www.popphoto.com

http://www.dpmag.com

http://www.naturesbestphotography.com

http://www.digitalphotopro.com

http://www.americanphotomag.com



• Aperturehttps://aperture.org/magazine

• Professional Photographerhttp://ppmag.com

• Practical Photographywww.practicalphotography.com

• Outdoor Photographerwww.outdoorphotographer.com

• Shutterbugwww.shutterbug.com

• Black & Whitewww.bandwmag.com

• British Journal of Photographywww.bjp-online.com

Camera manufacturers’ websites often feature tutorials on how to use their products as well as how to take a better picture. Your photo editing software and other equipment generally offers the same features. And of course, thoroughly studying the manual will get you most comfortable with what your equipment is capable of. See section 4.3 on equipment for more information and links.


https://aperture.org/magazine

http://ppmag.com

http://www.practicalphotography.com

http://www.outdoorphotographer.com

http://www.shutterbug.com

http://www.bandwmag.com

http://www.bjp-online.com



Hone Your Creativity

Creativity will inspire your photography, and also the editing afterwards. But sometimes staying fresh can be a challenge. Many people think creativity is an inherent skill, but it can be learned or developed. To develop your creativity, try to get inspired by the work of others — either your contemporaries, or the greats.

Take a look at some photo collections in books, or browse Internet directories. Think about what message the photographer was trying to convey, and what unique elements they contributed. How could you have photographed the same subject differently to make it your own?

Many artists claim that the best inspiration comes from taking a break from their art. If you are feeling uninspired, take a walk in the woods or the park, go to a museum or cultural event, travel somewhere new, or do anything else that relaxes your mind. Get inspired by textures, colors, and shapes that are new to you.

Creativity can also be inspired by trends and culture, or by broadening your horizons. Read the “Life” section of the paper, browse popular websites, or subscribe to general interest magazines to keep in pace with modern progress. Explore in your mind how changes in how people are feeling or thinking on a global level might inspire the way you shoot. And of course, study the pictures that accompany the stories. This will help keep your work contemporary and marketable as well.

3.2.2 Build a Portfolio One of the Catch-22s of starting a service business is that people are reluctant to hire you until you have experience, so it’s hard to get experience early on in your career. A smart way to get around this pitfall is to volunteer your photography services, or arrange ways to get experience where there is little or no risk to the client.




When you get great photos, you can use them in your portfolio that you’ll show to clients. You’ll read more about how to create and arrange a portfolio in section 5.1.1, so for now we’ll focus on how you get photos into it before you land your first real client.

Tap Into Your Circle of Friends

Let’s say your friends are getting married. Since you have limited experience shooting weddings, they are reluctant to hire you as their main photographer, and have opted for another local pro. You could a) offer to assist the main photographer for free, or b) find out if there is a part of the big event that the main photographer won’t be covering (e.g., engagement parties, the gift-opening, or late into the night at the reception), and offer to take pictures of that.

You may get some resistance from the main photographer about assisting, unless he or she is very busy, and you can assure him or her of your professionalism. But if you do a good job, you may land a permanent gig as an assistant, which is a great boost to your career (see section 3.2.5 for more on being an assistant or second shooter).

Alternately, maybe you have some friends planning a destination wedding, and you’re invited. Since flying out a photographer may be cost-prohibitive, offer to take photos for them for a small fee. Alternately, you may also have acquaintances who are planning to wed on a tight budget. Offering to work for a fraction of what you plan to charge when you go pro could land you the gig.

It’s usually easier to get experience early on in portrait photography. When friends or relatives have babies, offer a discounted rate for a portrait session in their home. For example, you could leave out the session fee, and only charge for the enlargements they select. You can also offer to take professional headshots for friends who need them for business or entertainment careers.

TIP: Tell these first clients of yours they have nothing to lose — if they don’t like the photos, they simply don’t purchase enlargements or digital images from you.




Even when working on the cheap for friends, family and acquaintances, it’s important to treat each assignment as the real thing. Have an initial consultation, sign a contract, show up on time, and present proofs in a reasonable time frame. You’ll also need to get permission from your subjects (in advance) to use the images you shoot in your portfolio of work to show potential clients.

Don’t Become the “Cheap Photographer”

It’s very important to be clear with any clients you do discounted work for that you are offering them a cut rate while you build your portfolio and get experience. You don’t want to become known as “that photographer who works for free/dirt cheap,” unless you have crunched numbers and are sure you can turn an adequate profit at that rate. Also, people expect to get what they pay for — if you consistently charge under the market rate, clients will wonder if your work is also sub-par.

Other Sources of First Clients

Opportunities for building your portfolio exist beyond your circle of friends and relatives. You can approach a modeling school and offer to take shots for portfolios if they also will pose for a few that fit your style. Expect to pay models for their time with some prints, generally a few 8x10s. This is called a “time-for-print” arrangement in the industry. You can also advertise for models or discount clients using an online marketplace like Craigslist.

Consider donating your services as a photographer to non-profit organizations, who will often be happy to accept your offer because it saves them money. You can find help in locating your community’s non-profit groups through the Internet. GuideStar (www.guidestar.org) is a searchable online database of more than 1.8 million non-profit organizations in the United States. CharityVillage has a similar database of Canadian non-profit organizations at https://charityvillage.com/cms/organizations. Another great resource is VolunteerMatch at www.volunteermatch.org. And if you’re looking to break into children’s photography, be sure to check out volunteering at www.redthreadsessions.com!


http://www.guidestar.org

http://www.guidestar.org

https://charityvillage.com/cms/organizations

https://charityvillage.com/cms/organizations

http://www.volunteermatch.org

http://www.redthreadsessions.com

http://www.redthreadsessions.com



TIP: If you arrange a donation, be sure to document it in a press release for the media’s attention. Chapter 5 has more information about press releases, as well as ideas about how and where to donate your time and art.

And if all else fails, you can assign yourself a project, hire friends or models, and take some staged shots you can be proud of. Shooting, shooting, and shooting again is the best way to get comfortable with your equipment and a variety of locations and light. Use the full manual mode on your camera (don’t rely on automatic settings) to make the best use of your practice time.

3.2.3 Get Feedback It’s important once you start taking professional photos that you get some feedback about the quality of your work. It’s not enough to show friends and relatives, since they will usually put your feelings ahead of honesty, and tell you every image you capture is superb. You’ll need some more objective input than that.

Local Camera Clubs

Ask around to see if your area has a local camera club. You can type in where you live and “camera club” online, or if you live in a rural area, call a few local photographers (try the newspaper to start) and see if they attend any meetings. You’ll share and discuss members’ latest images, set group assignments, as well as get constructive criticism of your work. Larger camera clubs will also invite guest photographers to lecture on topics of interest.

“I have been a member of a few photographer groups, which has been helpful to receive critique on composition, color, lighting, etc., allowing for a broader interpretation and opinion of my images,” says Toronto-based professional photographer Nicole Donne.

Check out the Photographic Society of America to see if there’s an active branch near you: https://psa-photo.org/index.php?n-america-members, and also check out MeetUp at www.meetup.com/topics/photo.


https://psa-photo.org/index.php?n-america-members

https://psa-photo.org/index.php?n-america-members

http://www.meetup.com/topics/photo

http://www.meetup.com/topics/photo



Online Communities

Even if you are totally isolated, you’ll still have access to online photography communities. While you won’t build local connections this way, it’s still a useful option to see a broad range of work, and get unbiased opinions of your images. You may find people to be more blunt and honest without a personal connection to you, for better or for worse.

Here are a few online communities where people share photos, and members critique them:

• www.flickr.com/groups/critique

• https://1x.com/critique#!/critique

• https://plus.google.com/communities/104372631743405201291

• www.lightstalking.com/forums

• www.dpreview.com/forums

Many of these feedback sites host competitions, which is another way to get unbiased feedback on your photos (and often prizes of new gear). Also check with the magazines listed in section 3.2.1 for more competition options, as well as the professional associations listed in section 3.2.5. And of course if you win any awards, be sure to document your success for your portfolio.

3.2.4 Find Related Work If you want to learn more about cameras, images and making prints, and if you can spare the time, getting part-time or full-time work in a related field will expose you to these elements.

Working in a camera store, for example, will give you experience developing and digitally editing photos, as well as expose you to a variety of equipment. You may even make contact with others who can help your career, such as a busy photographer who is looking to take on an assistant. Working in a developing lab (preferably one that serves professionals) will offer similar benefits.

If you want to hone your portrait-taking skills, department stores and other cheap, high-volume studios hire portrait photographers


http://www.flickr.com/groups/critique

https://1x.com/critique#!/critique

https://plus.google.com/communities/104372631743405201291

http://www.lightstalking.com/forums

http://www.dpreview.com/forums



with limited experience. You’ll also work on your sales skills in this environment, and see how pictures are typically packaged, and what clients tend to buy.

Working in a museum or gallery is good experience, although not as directly related. You will be exposed to a variety of styles of photography, and may be able to bring elements of fine art photography into your work. Doing some part-time hours in a custom framing shop will allow you to develop a complementary skill that can add value to your service as a professional photographer.

Of course, not everyone is in a position to take these entry-level jobs that usually pay between $8 and $12 an hour. But even if you can spare a few hours on weekends or evenings, you will become more of a well-rounded photographer, while earning a few bucks in the process.

Work as a Cruise Ship Photographer

By Chandra Price

If you’re looking for a fun and exciting way to expand your portfolio, why not become a cruise ship photographer for six months, like I did? Cruise ship photographers do not enjoy the glamour that paying passengers do, but if you are looking to get experience photographing lots of people, earn money, and travel, this is a great opportunity.

Getting HiredPrincess Cruise Lines posts its job postings for cruise ship photographers on boards like Workopolis.com and Monster.com. To apply, submit a curriculum vitae listing your experience in photography. If you have what it takes, you’ll likely get a phone call within a month of applying to set up an interview.

Your portfolio will need to demonstrate your basic photography skills including flash photography, portrait experience, and natural light photography. Must-have skills involve being able to operate any type of camera, with the ability to fix passenger equipment whenever possible.




Personality is really the number-one trait the interviewers are looking for in photographers. Some sales skills are also helpful, since you’ll not only be selling photographs that you take of passengers, but you’ll also be selling photography equipment when doing shifts in the photo gallery.

You’ll meet the director of photography who will ask you a series of questions, and give you the opportunity to find out anything you want to know about working as a cruise ship photographer. During the interview, you’ll be given booklets of information including what you’ll need to pack. You could be boarding your ship as little as three weeks after your interview.

All Aboard!When you pack your bags for your six-month stint, be sure you know all the destinations for the full six months. I was told at first I would be “in the Caribbean,” but once I boarded the ship I found out I would be on board for the trip up the west coast to Alaska for my last month! Needless to say, I had to go on a little shopping spree before heading north.

For your first couple of weeks on board, your body will likely need to adjust to being at sea. There are sea bands available for purchase in the on-board shops to help with any motion sickness. Depending on how large your ship is, it could take you a couple of weeks to really know your way around.

Photographer cabins have two bunk beds, a bar fridge, satellite television, a telephone and one roommate, usually also a photographer. My first roommate from L.A. showed me all of the best places to shop, dine and drink, taking me to all of the hot spots where the crew kick back and relax after a long shift.

You will have the privilege of eating on the passenger deck buffet when wearing your uniform and name badge for breakfast, lunch and dinner. In the evenings you can wine and dine in the late-night passenger dining room on the top deck with a full-service menu.




On the JobThe job itself involves taking various types of photographs of passengers — from candid photos of passengers on deck, to photos of passengers renewing their vows in the Captain’s quarters, to formal portraits of passengers lined up in their most elegant attire. Be prepared with comfortable footwear, as you’ll be on your feet taking photos quite a bit.

You will also process and print photographs to tight deadlines, and work shifts in the photo gallery. There you’ll help passengers print their photos, sell photography equipment, and occasionally help fix cameras tainted by saltwater or sand. An average day of work as a cruise ship photographer ranges from 10 to 14 hours, but the long hours pay off. For starters, you can use the equipment and facilities to take and process as many of your own photographs as your heart desires.

There’s also the bonus of living for free aboard a luxury cruise liner travelling to exotic destinations. In my free time, I took photos of stunning landscapes throughout various ports of call, and ended up after six months with a portfolio filled with images of exotic land and seascapes to treasure.

3.2.5 Learn from Other Photographers It makes sense that one-on-one, hands-on learning with a working professional is the fastest and easiest way to develop your skills. “I think the biggest mistake people make is not asking for help; not asking enough questions,” advises pro Nicole Donne. The challenge you experience may be finding a talented, busy photographer who is open to having you give him or her a hand.

Work as an Assistant

Theoretically, all photographers would jump at the chance to have an assistant to help with efficient workflow, answer phones, and carry heavy equipment around. In the real world, though, most photographers are hesitant to take new assistants on.




Sometimes, this is because they have had bad experiences with assistants in the past — someone who insulted clients, lost business, dropped equipment, damaged files or negatives, got in the way of shots, or in some way made the photographer’s life more difficult than if she or he had simply worked alone. By demonstrating your professionalism and dedication early on, you can help assuage their fears. But be aware that some photographers just prefer to work alone.

Especially if you state your intention to become a pro one day, some photographers will turn down your offer to assist them. They will usually accompany their rejection with a lecture about how difficult this business is, and how you will never succeed because there are so many photographers already working out there.

These insecure individuals are afraid that, by helping you, there will not be enough business for them. Don’t lose sleep over their refusal to help, or their negative comments. Just move on to another professional photographer with your request — they would not have had much to teach you anyway.

If you live in an area that has one or more commercial studios, you can apply directly to them with a resume, cover letter, and CD-ROM of your portfolio. It can be helpful to assist more than one photographer, as nobody is perfect. Each photographer will have unique things to teach you, as well as things you’ll probably choose to do differently.

You can approach an independent photographer you are interested in assisting with a personal letter or email explaining your intent. You are more likely to pique their interest if you can make a personal connection with them somehow — by attending a lecture or seminar they present, or possibly offering to take them out to lunch.

Try your local camera store or processing lab as a first stop looking for professional advice. You can always place a listing on an online marketplace such as Craigslist offering your services as an assistant, but a personal connection is more likely to get you working. Like any normal person, photographers prefer to work with people they know and like.

If you want to work as a general assistant, explain that you are just starting and looking to observe while you help out. If you want to




take photos as a “second shooter” you’ll need some images in your portfolio to show the photographer. Here are some tips to get hired as an assistant, and make the most of your time on the job:

• When you contact a photographer, be as specific as you can in what you are asking of them. If you expect to be paid, state a range. Anywhere from $100-$300 is typical to tag along as a second shooter at a full-service wedding job, for example.

• Explain how you can help them, not how you are hoping they will help you. Make a note of any special skills you have that may be of interest to the photographer, such as digital imaging or framing. Be clear that you are able to provide these services as an assistant.

• Explain why you selected them as a potential mentor. Perhaps you admire their work, or have heard great things about them from past clients. Everyone loves a little flattery.

• Try to select a photographer who works in a style or genre as close as possible to what you want to do yourself. These individuals will have the most to offer for you.

• Be professional and polite when you meet with the photographer, to show that you will be the same way on the job. Dress neatly, have your materials prepared, and be on time.

• When you take pictures on the job, don’t try to steal the show. And definitely don’t try to land clients, either. You’ll do better to let the photographer you are assisting send business your way if he or she is too busy to take it.

Join Professional Associations

Even if you don’t land an assistant position, you can still learn a lot by connecting with others in your profession by joining associations, or logging on to online forums. Doing so will make you aware of what is happening in your industry, where the hot markets are for your work, and what other photographers are charging.

Your membership in a professional organization will also increase clients’ trust, and make them more likely to hire you. “In business, just




being able to put those letters at the end of your name is significant,” says Mike Copeman.

IAPO International Association of Professional PhotographersIAPO International Association of Professional Photographers is a membership organization created to provide education and business development services for people working as, or studying to become, a professional photographer.

Benefits for MembersNumerous benefits for paid members including: discounts on the Professional Photographer Certificate Courses offered by the International Association of Professions Career College; quarterly newsletter with practical advice to help you achieve greater success in your career; additional discounts on hundreds of products and services for both business and pleasure including: restaurants, hotels, computers, movie tickets, books, flowers, cell phones, gifts and much more from popular companies such as Dell, Target, Sears, Disney, FabJob, Toyota, Sprint, and many more in the U.S., with some discounts available in other countries. Plus, you may display the seal of membership of the IAPO International Association of Professional Photographer on your own website and marketing materials.

The IAPO membership fee is $49 per year ($4.99 per month) for professionals. IAP Career College students can become members for one year for $19 or $1.99 per month.

Visit www.iapcollege.com/program/membership-professional-photographers for information and to join.

Other organizations you may be interested in are:

• Professional Photographers of America (PPA)www.ppa.com

• Professional Photographers of Canada (PPOC)www.ppoc.ca

• American Society of Picture Professionals (ASPP)www.aspp.com


http://www.iapcollege.com/program/membership-professional-photographers


http://www.ppoc.ca

http://www.aspp.com



• American Society of Media Photographerswww.asmp.org

• International Association of Birth Photographershttp://birthphotographers.com

• National Association of Professional Child Photographerswww.napcp.com

• Real Estate Photographers of America and Internationalwww.realestatephotographers.org/find/al.html

Frank Cava of Photolux Studio is a member of PPOC, which he states has “helped immensely in education, inspiration and vision.” Adds fellow member Anthony Cava: “They keep you in touch with what is happening, and create a network for any resources you may need.”

Discussion Forums

Here are some discussion forums for pro photographers, ranging from open access, to free registration, to free trial, to several hundred dollars paid membership. A trial membership is a good way to find out if the caliber of discussions will be worth your time and money.

• Fred Mirandahttp://fredmiranda.com/forum

• Photo.net Forumswww.photo.net/discuss

• Pro4uMhttp://pro4um.com

3.3 Get Formal Training You can take photography courses at your local community college, or you can pursue undergraduate or graduate degrees in photography at major universities or art colleges. No formal training is required for this profession — just ability and talent. But for some people, getting a classroom education in photography is the best option to jumpstart their career.


http://www.asmp.org

http://birthphotographers.com

http://www.napcp.com

http://www.realestatephotographers.org/find/al.html

http://fredmiranda.com/forum

http://www.photo.net/discuss

http://pro4um.com



International Association of Professions Career CollegeThe International Association of Professions Career College, also known as IAP Career College, was established by the founders of FabJob (publishers of the guide you are reading) and a team of respected academics with the aim of offering the finest certificate programs for non-traditional careers. IAP Career College offers a Professional Photographer Certificate Course which uses the guide you are now reading as a textbook.

This part-time 6-week course is open to students anywhere in the world and is offered online, allowing you to earn a Professional Photographer Certificate from the comfort of your own home. Please visit the website at www.iapcollege.com/program/professional-photographer-certificate-course-online for more information and to register.

The registration fee for the Professional Photographer Certificate Course is currently $97 U.S. (discounted from $297). This gives you an all-inclusive package consisting of: registration in the Professional Photographer Certificate Course, access to a Faculty Member who can provide you with personal teaching assistance and career advice, and a beautiful Professional Photographer Certificate upon successful completion of the course. When you register for the course, you will also have the option of becoming a member of the IAPO International Association of Professional Photographers (www.iapcollege.com/program/membership-professional-photographers) and enjoying its many benefits.

Website: www.iapcollege.com (home page)www.iapcollege.com/program/professional-photographer-certificate-course-online

“I went to the University of Ottawa for two years in the Fine Arts Program (Photography), and then graduated from Algonquin College in their photography program (two years as well),” explains studio and landscape photographer Michelle Valberg.

It’s beneficial to have a certificate or degree to show clients, especially when you are new to the field. School is also a great way to build your


http://www.iapcollege.com/program/professional-photographer-certificate-course-online




http://www.iapcollege.com





portfolio. Of course, not everyone has the money or time to attend school full time — this section also includes some options for short courses or correspondence.

While the educational providers in this guide have been selected with care, their listing here is not an endorsement of them or their program. Be sure to fully investigate any school before you sign up or send any money. Only you can decide what school, if any, is right for you.

3.3.1 Art Schools, Universities, and InstitutesArt schools, universities and technical institutes offer a variety of degrees and certification. Some emphasize technical quality, some art, and some professional application, so be sure to ask the admissions office and other students what the school is known for.

Although total tuition can run as high as $50,000 - $60,000, benefits include learning from professionals, making connections in the industry, getting frequent feedback on your progress, and having deadlines to motivate you. You’ll also have access to school labs and equipment while you learn, and possibly support after you graduate.

Since the photo world is changing fast, you should also make sure that the curriculum has been updated recently, and that the teachers and facilities are up-to-date with modern standards. You can also ask about past graduate placement, or view graduate portfolios online.

Check out the facilities in person, and walk through in your mind what it would be like to work there. Are they modern? Clean? Comfortable? Ask if the school has connections to help you get discounts on equipment, and whether you are expected to hunt down or pay your own models. Does the program teach practical small business practices? Are the teachers currently working as photographers, or have they long since lost touch with the market?

Art schools, universities, and technical institutes have turned out some great photographers, and many mediocre ones too. If you are dedicated to your craft, but don’t learn well on your own, this could be the best path for you.




Here are some examples of colleges and universities offering fine art degrees with majors in photography:

• Arizona State University https://art.asu.edu/degree-programs/photography

• Columbia College www.colum.edu/academics/fine-and-performing-arts/photography/index.html

• Maryland Institute College of Art www.mica.edu/Programs_of_Study/Undergraduate_Programs/Photography/Overview.html

• Massachusetts College of Art and Design https://massart.edu/academics/programs/photography

• Rochester Institute of Technology http://cias.rit.edu/schools/photographic-arts-sciences

• School of Visual Arts www.sva.edu/undergraduate/photography-and-video

• Virginia Commonwealth University http://arts.vcu.edu/photofilm

TIP: Avoid scams by checking accreditation status with the National Association of Schools of Art and Design at https://nasad.arts-accredit.org.

3.3.2 Correspondence and OnlineThere are vast numbers of correspondence and online photography training programs. The obvious advantage to this kind of learning is that it can be done from your home, at your own pace. Before you decide to invest an interesting amount of money, be sure to check degree-offering schools’ accreditation status with reputable accreditors such as the Distance Education Accrediting Commission (DEAC; formerly Distance Education and Training Council) at www.deac.org. Avoid diploma mills and bogus accreditation agencies; see https://en.wikipedia.org/wiki/List_of_unrecognized_higher_education_accreditation_organizations for helpful information.


https://art.asu.edu/degree-programs/photography

http://www.colum.edu/academics/fine-and-performing-arts/photography/index.html

http://www.colum.edu/academics/fine-and-performing-arts/photography/index.html

http://www.mica.edu/Programs_of_Study/Undergraduate_Programs/Photography/Overview.html

http://www.mica.edu/Programs_of_Study/Undergraduate_Programs/Photography/Overview.html

https://massart.edu/academics/programs/photography

http://cias.rit.edu/schools/photographic-arts-sciences

http://www.sva.edu/undergraduate/photography-and-video

http://arts.vcu.edu/photofilm

https://nasad.arts-accredit.org

https://nasad.arts-accredit.org

http://www.deac.org

https://en.wikipedia.org/wiki/List_of_unrecognized_higher_education_accreditation_organizations





Here’s just a few programs you can check out. Notice that FabJob is not recommending any particular program to you. Do your own research before making the choice which is right for you.

• Academy of Art University www.academyart.edu/academics/photography/online

• Art Institute of Pittsburgh http://lp.aionline.edu/program/digital-photography

• New York Institute of Photography www.nyip.edu

• Southern New Hampshire University www.snhu.edu/online-degrees/bachelors/ba-in-digital-photography

3.3.3 Workshops and Short CoursesWorkshops and short courses are a good way to learn specialized skills, such as black and white portraits, matting and framing, or digital techniques. There are also several that focus on the basics, or on making the transition to digital from film. Make sure to set some time aside to connect with the instructor after class and ask some one-on-one questions, if possible.

Use the websites below to see what is coming up, or check with your region’s photography or fine art center. Keep in touch with your local photography association as well to hear about planned events in advance.

• BetterPhoto Courseswww.betterphoto.com/online-photography-courses.asp

• Chicago Photography Centerhttps://chicagophotoclasses.com

• Maine Photographic Workshopshttp://mainemedia.edu/workshops/photography

• Nikon School of Photographywww.nikonusa.com/en/learn-and-explore/nikon-school/index.page


http://www.academyart.edu/academics/photography/online

http://lp.aionline.edu/program/digital-photography

http://www.nyip.edu

http://www.snhu.edu/online-degrees/bachelors/ba-in-digital-photography

http://www.snhu.edu/online-degrees/bachelors/ba-in-digital-photography

http://www.betterphoto.com/online-photography-courses.asp

https://chicagophotoclasses.com

http://mainemedia.edu/workshops/photography

http://www.nikonusa.com/en/learn-and-explore/nikon-school/index.page

http://www.nikonusa.com/en/learn-and-explore/nikon-school/index.page



• Palm Beach Photographic Centrewww.workshop.org

• Photographic Center Northwesthttp://pcnw.org

• Santa Fe Workshopshttps://santafeworkshops.com/calendar

3.3.4 Community CollegesPhotography courses at community colleges are focused on the practical applications of photography — that is, how you will get to work earning a living after you finish your studies. You’ll find emphasis on commercial work such as advertising and corporate, and on computer editing and lab/developing skills.

Most community colleges offer a certificate of completion. Community college photography courses may also be part of a fine arts program. In some (but not all) cases you will be expected to submit a portfolio of your photos along with your application, illustrating a certain level of skill.

Community college courses offer a strong basis in the technical. A single class or two may be useful for anyone who is uncertain if the classroom environment is right for him or her, before outlaying a huge amount of money on a semester of art school. Request a catalog from a community college near you to find out what is available.


http://www.workshop.org

http://pcnw.org

https://santafeworkshops.com/calendar



4. Starting a Photography Business

4.1 Develop Your Business Concept Before you buy equipment, set up studio space, or start looking for clients, take some time to think about the type of photography business you want to run. What type of clients will you serve? What services will you offer? Where will you locate your business? What image do you want to project to potential clients?

The type of business you have in mind will affect the equipment you buy, how you set up your workspace, and how and where you’ll look for clients. It’s important to have a vision and a plan, so that you are not wasting your time and money. This section of the guide will help you with your business planning so that you can hit the ground running when it’s time to put things into gear.

4.1.1 Choose a Niche This career guide is focused on running a small business taking photos of people, either in your studio or onsite at various locations. But




beyond these basic business models, there are many unique ways to specialize. For example:

• By client type (e.g., parents, single women, professionals, pet owners, ethnic background)

• By photographic style (e.g., modern, stylish, traditional, outdoors, photo-journalism)

• By services provided (full service, a la carte purchasing, high-end, high-volume)

By choosing a niche, you let clients know that you specialize in exactly what they need.

Study the Demographics

The key is to be as specialized as your local market will support. So, how do you determine that? It’s not an exact science to tell you how precisely many clients you will have, but studying the local demographics will give you a good indication of potential business.

TIP: Census reports can help you with general information such as the average age of a city or neighborhood’s residents and the number of children in the area. You can locate your area’s latest census data at the U.S. Census Bureau site (www.census.gov) or Statistics Canada’s site (www12.statcan.ca/census-recensement/index-eng.cfm). Another good site is www.city-data.com.

If you want to open a children’s portrait studio, for example, you’ll want to find out how many families with young children there are in a driving distance of your potential location. If you want to only work weddings, find out from the local authorities how many marriage licenses were issued locally in the last few years. Would a market share of those be enough to keep you busy?

In areas with a lot of photographers and a lot of clients, you may want to select a very narrow portion of the market as your niche: say, parents of infants and toddlers, couples choosing destination weddings, or high school seniors. Because the population is greater in urban centers, you’ll have enough clients within that scope to keep you busy all year.


http://www.census.gov

http://www12.statcan.ca/census-recensement/index-eng.cfm

http://www12.statcan.ca/census-recensement/index-eng.cfm

http://www.city-data.com



Alternately, if you live in a small town or rural setting, you likely will want to expand your focus to draw enough business.

Demographic information can be obtained in a number of ways. An informal survey at the mall or at local businesses will give you unofficial, but often useful information. You can try contacting the community association in urban areas, as well as the office of the city or town itself. Most will have demographics figures that will help you in your research. If you have deep pockets, a faster and easier way to get the information you need is to hire a business consultant or marketing firm.

Once you settle on a niche, use that information to think more about your target market, or typical client. Where do they shop? What music do they listen to? What are they wearing? What are they reading? What are their habits? Have a brainstorming session with your spouse, partner, or friends. You’ll use this information to choose a location, determine the level of service to provide, and select marketing techniques that will give you the biggest bang for your buck.

Whatever market you choose, make sure it is something you can bring genuine enthusiasm to — not just for the first few months, but for years to come. Do some real soul-searching, without letting money or the market come into play. At the risk of sounding obvious, if children frazzle your nerves, don’t work with them. If you’re newly divorced and all things “lovey” make your blood boil, don’t do weddings for a while. You’re guaranteed to take lousy pictures if you’re not enjoying what you do.

Study the Competition

You’ll also want to consider what the competition is doing. If everyone seems to have the same type of business, you may want to go a different direction. Is there a portion of the market that is currently under-served? Think “different,” but be aware that straying too far from what clients already buy can negatively affect the marketability of your work.

Another way to look at it is that, if the market is currently supporting a certain type of business, then you know the client base exists. You can chip away a share of that business for yourself by offering better service, a better product, or a better price. Don’t assume that just




because it’s not being done, there’s no market for it. But on the other hand, don’t assume that because there is already a lot of competition that you won’t thrive.

In today’s market, it’s important to consider the general public as your competition as well. “Tons of families are having friends do their photos,” confirms professional photographer Eric Richards of Z Videography. “It’s really hitting the market here in Utah.”

Digital cameras have paved the way for everyone and their brother to think they can take great pictures just because they have digital equipment. For this reason, when you meet with clients (and on your website), you need to demonstrate how the images you capture are unique, powerful, and different from what can be achieved with a consumer-grade point-and-click.

Competing on Price

If you want to compete with other photographers on price, that’s fine. Many do, especially when they first enter the market. But there is great danger in taking a survey of what the competition is charging, and then simply setting your prices at, say, ten percent below the going rate. You have to set your prices based on your own breakeven. If it works out that you can charge less and still operate as a success, then by all means go for it.

Think about it — your competitors, if they’re smart, took a look at their expenses, and then set a reasonable rate for their expertise and time, in order to ensure that they made the profit they required. By charging lower than that, there’s a good chance that you will be running a business that loses money.

The market for photography pricing does vary, as you read in section 2.5. If you are planning on pricing yourself low, you’ll need to run at a higher volume, meaning more clients and less service time per client. If you price yourself in the high range, you’ll need to provide exceptional service and a product that merits the cost, but can get away with fewer clients overall.

Apart from a few pie-in-the-sky clients, most people expect to get what they pay for. Although it may sound obvious, you don’t price high-




end work too low, and don’t price low-end/high-volume work too high. You’ll either disappoint your clients, or not make enough money to stay in business. Again, review the principles in Chapter 2 to set the right price for your type of service.

4.1.2 Choose a Location The location you choose for your photography business largely depends on the type of work you think will be your bread-and-butter. Section 4.3 will help you choose the right equipment to outfit your business, but for now let’s focus on options for where to locate.

In Your Home

If you plan to do only weddings and on-location portraits you won’t need a studio, just space to meet with clients, and a place to put your equipment, computer and phone. “If you have the space, it’s great to run this kind of business from home. We have our living room set up to meet with wedding clients, and a work space in the basement,” says pro photographer Mike Copeman. A dedicated space is best, in order to calculate your square footage for tax deduction purposes.

Setting up a portrait studio in your home can be basic, or complex. You’ll need space for taking pictures, as well as a waiting area to accommodate clients, a dressing room and/or washrooms, a comfortable viewing room, space for your office equipment, and room to store equipment, backdrops, and props. You’ll need to keep the area off-limits to your own children and pets.

A common tactic for in-home studios is to convert an existing garage, which are usually about 400-500 sq. feet. If you decide to go this route, make sure you check on local zoning laws before you begin the renovations. Some residential communities will not allow you to run a business out of your home that significantly adds to street traffic, and outdoor signage may be restricted.

Some advantages to working from home are not commuting, writing off part of your mortgage or rent as a business expense, not making lease payments, and being in a better position to balance work with family life. On the other hand, you can’t always get away from work




completely after business hours, and you may have more interruptions from daily life.

Offsite Studio

If you think your business volume can support the expense of rent or purchase (as is often the case with franchises or taking over an existing client base), an offsite studio can be great for attracting walk-by traffic, and for looking more professional.

It’s easier to grow the business if you’re not limited by the constraints of your home. And if you locate near another business that attracts your target market, so much the better. A window display that you change often can draw in potential clients in the area.

“I have combined both a studio and gallery together so it offers people a clear insight into what we can offer,” says professional photographer Michelle Valberg. “We have regular exhibitions to showcase my landscape work so when people come in for their portrait, they see the other side of the business as well.” She adds, “We have a great location in a trendy part of [the city] — our visibility is awesome.”

You can use many different types of buildings for a photography studio. A storefront in a strip mall or a house in a residential neighborhood both have their own pluses and minuses to weigh. When you’re looking for a potential location, also consider how clients will get there. Is it convenient to public transit, a major thoroughfare or other transportation?

TIP: Finding other upstart photographers to share studio space with can significantly offset your costs. It’s best if the businesses don’t compete for the same clientele, but still complement each other. This temporary arrangement may need to be modified as you grow.

When you’re selecting a space for a studio, you may want to find somewhere that natural light is an option, either onsite, in a private yard, or at a location nearby. When asked what she would add or upgrade in her studio if she could, professional photographer Michelle Valberg says more lighting options would be her choice. “I would have more space that could accommodate more lighting,” she explains.




Consider whether the space has adequate and safe storage for props and equipment. Allow at least 80 to 100 sq. feet for your set, lights and equipment. In a pinch, a washroom with a full-length mirror can double as a change room.

Decorate your studio in a way that matches the level of sophistication of your clientele. You could ask an interior decorator to help in exchange for taking photos of his or her finished work. Complete the environment by having snacks and refreshments available, and toys for older children. Above all, make sure that some of your best work is on display at all times.

4.1.3 Choose a NameThe name that you choose for your business says a lot about the way you want your business to be perceived. For this reason, you should invest some time and thought into selecting the right name for your business.

Options to Choose From

Many photographers choose to simply use their own names as the business name, such as Joe Brown Photography, or Photography by Joe Brown. The perception is that you take all your own pictures, and stand behind your work. It implies that the client will have personal contact with Joe Brown, and that the business is small and personal.

If you choose to go with a different name for your business than your own, there are several considerations. Your name should tell clients a bit about what you do, so consider using the words “photography,” “photos,” or “images/imaging.” As an example, a name like “Wedding Wonders” doesn’t tell the client that you are not a caterer or wedding planner.

Photos of people are odd products to sell in a way, since their value is unique to the subject, and those connected to him or her. When you sell photos, you are selling memories, heirlooms, and future treasures. Therefore, a name that conjures up the “emotional value” of what you do is appropriate. You should also keep this tip in mind when you design your marketing materials.




TIP: If you specialize in a certain type of client or style, having a name or slogan that reminds people of your unique talent is a good idea.

Legal Issues

It’s important that your business name not resemble the name of another similar business offering similar services. For one thing, prospective clients may confuse the other business with yours and go with your competitor’s services instead of yours. In addition, if you do use a name too similar to another business that was in business first they will have grounds for legal action against you. The SBA has an informative page at www.sba.gov/business-guide/launch/choose-your-business-name-register.

Before officially registering your business name, you must conduct formal fictitious names and trademark searches. (The fictitious names database is where non-trademarked business names are listed.) A trademark database lists all registered and trademarked business names. In the U.S., the essential place to start is with the U.S. Patent and Trademark Office. You can hire a company to do a name search for you, or conduct a free search yourself at the PTO’s website at www.uspto.gov/main/trademarks.htm.

In Canada, information on trademarks is found at www.ic.gc.ca and the default database for name searches is the Newly Upgraded Automated Name Search (NUANS) at https://canadabusiness.ca/programs/nuans-corporate-name-search-1. There is a $21.47 (plus tax) charge for each NUANS search.

You can also hire a company such as Arvic Search Services (www.arvic.com) or www.biznamesearch.com to help you with name searches, trademarks and incorporating your business for a fee. Check online for “corporate registry services” to find other companies.

In most jurisdictions, once you have chosen your business name you will also have to file a “Doing Business As” (DBA) application, to register the fictitious name under which you will conduct your business operations. The DBA allows you to operate under a name other than your own legal name.


http://www.sba.gov/business-guide/launch/choose-your-business-name-register

http://www.sba.gov/business-guide/launch/choose-your-business-name-register

http://www.uspto.gov/main/trademarks.htm

http://www.uspto.gov/main/trademarks.htm

http://www.ic.gc.ca

https://canadabusiness.ca/programs/nuans-corporate-name-search-1

https://canadabusiness.ca/programs/nuans-corporate-name-search-1

http://www.arvic.com

http://www.arvic.com

http://www.biznamesearch.com



Filing a DBA usually takes place at the county level, although some states require that you file at the state level, publish your intent to operate under an assumed business name, and sign an affidavit stating that you have done so. However, in most cases it’s usually just a short form to fill out and a small filing fee that you pay to your state or provincial government.

You can find links at the SBA.gov website to the appropriate government departments where you can file your business name www.sba.gov/business-guide/launch/register-your-business-federal-state-agency. In Canada, visit http://canadabusiness.ca/government/registering-your-business.

4.1.4 Create a Business PlanBusiness planning involves putting in writing all the plans you have for your business. If you will be seeking financing for your business, the lender will expect to see a business plan that shows you have a viable business idea with an excellent chance for success. Even if you don’t need financing (most photographers won’t), putting ideas on paper will give you the “road map” of where you want to go with your business and how you are going to get there.

A business plan can also help you avoid costly surprises. If you are considering whether to leave a secure job to start your own photography business, a business plan can help you determine the resources you will need to start your business and decide when the timing is best to get started. It will help you determine if you have enough funds set aside to support yourself while you get the business up and running.

After reading this chapter, and the next one on finding clients, you will be able to start creating your own business plan. It is a document you will probably read repeatedly as you start to operate your business. In the meantime, this section will give you an introduction to business planning, walk you through key components of a business plan, and conclude with a variety of resources to help you create your own business plan, including links to further information, business planning software, and business plan templates.

TIP: If your business plan is going to be shown to anyone, such as potential investors, make sure you proofread it carefully.


http://www.sba.gov/business-guide/launch/register-your-business-federal-state-agency


http://canadabusiness.ca/government/registering-your-business




While the format of a business plan can vary, one good approach is to divide the body of your business plan into the following sections:

• A description of your business

• Your marketing plan

• Your financial plan

• Your management plan

In addition, your plan should include the following items:

• A cover sheet

• A table of contents

• An executive summary

• Financial projections

• Supporting documents

Description of Your Business

A description of your business is just that—a description of the business you plan to start and operate. The key is to include information about your business so that everyone who reads your business plan will know you’re on to something viable. Get specific about the services you’ll provide. If you will have a specialization, state that in your description.

The description of your business should also explain the legal structure of your business. Will you have a sole proprietorship, for instance, or incorporate? You’ll find more information about legal structures in section 4.4.2.

In this section you can also discuss the photographic industry generally, touch on points you will address in other parts of the business plan, and include details about how your business will operate. For example, you could describe your business hours. Do you plan to be available during regular business hours? If you are working at another full-time or part-time job, when will you be available to meet with clients? You could also identify the planned location of your business, and why it’s appropriate for your business.




You can conclude the description of your business by clearly identifying your goals and objectives such as sales targets. Support them with information you’ve acquired about being a professional photographer. It’s here that you’re explaining exactly why you’re starting this business and what you hope to accomplish with it.

Your Marketing Plan

Following are key elements of a typical marketing plan. You will find additional information to help you plan your marketing in chapter 5 of this guide.

Your Clients

The most important elements of a good marketing plan are defining your market and knowing your customers. Knowing your customers is important because it allows you to tailor your services to accommodate those clients.

You don’t want to limit yourself to a market that is too narrow—that can limit the scope of your business once it’s underway. Quantify your market and use your marketing plan to paint a picture of a wide and ready market that needs your services.

Competition

All businesses compete for customers, market share, and publicity. So it’s smart to know who your competitors are and exactly what they’re doing. To provide services that are different and better than those of your rivals, you need to evaluate your competitors’ services, how they’re promoting them, who is buying them, and other information.Pricing

You’ll learn more about setting fees later in this chapter, but know that you should address this issue, at least briefly, in your business plan. This section should consider factors such as competitive pricing, costs of labor and materials, and overhead.




Your Market Strategy

You’ll need to think about how you’ll advertise and promote your business. Have a budget in mind, or at least set percentages of your income that you’ll invest back into marketing the business. Your Financial Plan

Financial management is crucial to running a successful business. Your business plan should describe both your startup costs and your operating costs. The startup budget includes all the costs necessary to get your business up and running. Operating costs are ongoing expenses, such as advertising, utilities, rent and so forth.

Remember to include the following items in your budgets. Notice that some expenses overlap on the startup and operating budgets. More information about start-up expenses is provided in section 4.4.1.

• Start-up Budget: Legal and professional fees, licenses, equipment, supplies, stationery, marketing expenses.

• Operating Budget: Make a budget for your first three to six months of operation, including expenses such as: personnel (even if it’s only your own salary), rent, insurance, marketing expenses, legal and accounting fees, supplies, utilities, printing, postage and courier, membership dues, subscriptions, and taxes.

Your financial management plan also should address the accounting system you plan to use. Many small business owners conduct their own accounting, using software such as Quicken (www.quicken.com) or Quickbooks (http://quickbooks.intuit.com), while others hire someone to set up a system.

Your Management Plan

No matter how large your business is, managing it requires organization and leadership. Your management plan will therefore address issues such as:

• Your background and business experience, and how they will be beneficial to your photographic business

• The members of your management team (even if you’ll be the only member)


http://www.quicken.com

http://quickbooks.intuit.com



• Assistance you expect to receive (financial help, advice, or other forms of aid)

• Plans for hiring employees, either now or in the future

• The duties for which you and any employee or employees will be responsible

• A general overview of how your business will be run

The Extras

In addition to these major areas, your business plan should include the extras mentioned earlier:

Cover Sheet: This identifies your business and explains the purpose of the business plan. Be sure to include your name, the name of the business, and the name of any partners, if applicable. Also include your address, phone number, email address, and other relevant information.

Table of Contents: This goes just under your cover sheet and tells what’s included in your business plan. Use major headings and subheadings to identify the contents.

Executive Summary: Basically, this is a summary of your business plan. It should summarize everything you’ve included in the main body of the plan. This section will be written last, and placed first.

Financial Projections: This is an estimate of how much money you’ll need to start your business, and how much you expect to earn. Remember to support your projections with explanations. You’ll want to include cash flow forecasts, both monthly and annually, to highlight your projected revenues and expenses. This will help you to estimate more accurately your expenses and know how much you will need to earn in order to pay your bills. This is an essential part of planning your ongoing budgets.

Supporting Documents: If you will be seeking start-up funding, you’ll be expected to include financial information. This may include your personal (and business, if applicable) tax returns for the past three years, a personal financial statement (get a form from your bank) and a copy of a lease agreement if you will rent office space.




Resources

There are a number of excellent resources available to help you write your business plan. The following are among the best:

SBAThe SBA offers help with business start-ups and has a variety of programs and services for the small business owner. The site also has links to sample business plans, a business plan workshop, an interactive business planner and more. Visit www.sba.gov/business-guide/plan-your-business/write-your-business-plan.

SCOREA non-profit organization, SCORE has volunteers who provide counseling and mentoring to new business start-ups. They also offer an outstanding free business plan template, available in Word or PDF formats, and an online workshop on how to “Develop a Business Plan,” as well as many other tips and resources. Visit www.score.org/resource/business-planning-financial-statements-template-gallery.

Canada Business NetworkYou will find a wide range of information at http://canadabusiness.ca/business-planning, including a step-by-step guide to walk you through starting your new business.

Business Plan Pro SoftwareIf you want help creating a professional business plan, another option is to buy business planning software from PaloAlto Software (www.paloalto.com). The cloud version is called Live Plan, and is available for $19.95 per month (with a free trial, visit www.liveplan.com/faq for more); the standalone version is call Business Plan Pro and is available for $159.95. Business Plan Pro offers a step-by-step guide to creating a business plan, as well as 500 samples.

Sample Business Plan

Here’s a few sample business plans to check out:


http://www.sba.gov/business-guide/plan-your-business/write-your-business-plan

http://www.sba.gov/business-guide/plan-your-business/write-your-business-plan

http://www.score.org/resource/business-planning-financial-statements-template-gallery

http://www.score.org/resource/business-planning-financial-statements-template-gallery

http://canadabusiness.ca/business-planning

http://canadabusiness.ca/business-planning

http://www.paloalto.com

http://www.paloalto.com

http://www.liveplan.com/faq



• www.bplans.com/pet_photography_business_plan/executive_summary_fc.php

• www.bplans.com/photography_studio_business_plan/executive_summary_fc.php

• www.bplans.com/commercial_photography_business_plan/executive_summary_fc.php

At the page(s) above, you can see the executive summary; scroll to the bottom of the page to find links to other areas of the business plan.

4.2 Opting for a Franchise After reading the previous sections, you may be wondering if there’s an easier way to get your business started than to do it yourself. If you are eager to start your own business, but are concerned about the many facets involved in getting everything set up, you may want to consider franchising.

Franchising is a business model which allows someone (you) to run a local business using an established regional or national company or corporation name, logo, products, services, marketing and business systems. The original company is known as the “franchisor” and the company that is granted the right to run its business the same way as the franchisor is known as the “franchisee.”

You have probably bought products and services from many franchises. McDonald’s Burger King, Wendy’s and many other fast-food outlets are franchises, as are many other types of businesses. Recent figures from industry analysts estimate that franchising companies and their franchisees accounted for more than $2 trillion in annual U.S. retail sales from 900,000 franchised small businesses. So, clearly, franchises can be successful business models.

Pros and Cons of Franchising

Often, people who choose to franchise do so because they want to minimize their risk. By working with an established system, franchisees hope to avoid costly mistakes and make a profit more quickly, especially


http://www.bplans.com/pet_photography_business_plan/executive_summary_fc.php

http://www.bplans.com/pet_photography_business_plan/executive_summary_fc.php

http://www.bplans.com/photography_studio_business_plan/executive_summary_fc.php

http://www.bplans.com/photography_studio_business_plan/executive_summary_fc.php

http://www.bplans.com/commercial_photography_business_plan/executive_summary_fc.php

http://www.bplans.com/commercial_photography_business_plan/executive_summary_fc.php



since the business probably already has name recognition, products and marketing concepts that are popular among the public.

Franchising offers some unique advantages. Buying a ready-made business means you do not have to agonize over the minute details of a business plan, you do not have to create a logo and letterhead, and the organization of your store is already done. Plus, there is less risk with a ready-made business with a proven track record.

Franchises are good for people who want support running their businesses. The franchisee may receive assistance with everything from obtaining supplies to setting up record keeping systems. Many franchisors are continuously working to develop better systems and products and you can take advantage of those developments. Franchisors typically provide a complete business plan for managing and operating the establishment. The plan provides step-by-step procedures for major aspects of the business and provides a complete matrix for the management decisions confronted by its franchisees.

If you choose to franchise, remember that although you own the store you do not own any of the trademarks or business systems. A franchisee must run their business according to the terms of their agreement with the franchisor. In exchange for the security, training, and marketing power of the franchise trademark, you must be willing to give up some of your independence. If you are a person who likes to make most decisions on your own or to chart the course of your business alone, a franchise may not be right for you.

Since someone else is ultimately “in charge,” you may be wondering how having a franchise is different than being an employee. In fact, there are significant differences. You have more freedom than an employee; for example, you might choose your own working hours. And you could ultimately earn a lot more money than an employee.

On the other hand, franchisees must pay thousands of dollars up front for the opportunity to work with the business. In addition, you will be required to cover your own operating costs (including the cost of staffing your store to the levels required by the franchisor), pay a franchise fee and a percentage of total sales.




Costs

Entrepreneur Magazine describes a franchise fee as a one-time charge paid to the franchisor “for the privilege of using the business concept, attending their training program, and learning the entire business.” Other start-up costs may include the products and services you will actually need to run the business, such as supplies, store fixtures, computer equipment, advertising, etc. The fees for operation will vary from franchise to franchise, and may rely heavily on location, but expect the franchise fee to be somewhere between $15,000-$25,000, with additional start-up costs.

There are a variety of factors involved in determining the initial investment. For example, if you are interested in operating a TapSnap franchise, the average investment will include:

• $17,500 one-time franchise fee

• $39,890 TapSnap equipment

• Royalty fees of 10% on all sales

• Other ongoing fees, including support for call center and branding

Most franchise owners obtain financing for their business by providing approximately 35% of the total capital, and then arrange a business loan from a local bank for the balance of the total investment required.

In addition to your initial investment, you can expect to pay the franchisor ongoing royalties, generally on a monthly basis. These royalties are usually calculated as a percentage of your gross monthly sales, and typically range from 2 percent to as much as 10 percent; the exact amount will depend on the company you franchise with. This is the corporation’s cut for providing you with their business model and good name.

Choosing a Photography Franchise

It is important to do your homework on the company you are interested in franchising with — gather all the information you need to make an informed decision. Get some professional opinions on any




franchise opportunity you’re interested in. Work with an attorney who understands the laws associated with franchising. Also, you may want to work with an accountant to examine your anticipated expenses, your financing needs, and your prospects for achieving your desired level of profitability before you sign any agreement. Speak with other people who have invested in the company you are investigating and have an attorney examine the franchisor’s contract.

Key points to research:

• The type of experience required in the franchised business

• Hours and personal commitment necessary to run the business

• Background of the franchisor or corporation

• Success rate of other franchisees in the same system

• Franchising fees to open the franchise

• Initial total investment required to open the franchise

• Cost of operation to continue the right to operate the business as a franchisee

• Any additional fees, products or services, such as advertising, that you must buy from the franchisor and how they are supplied

For excellent advice on franchising, visit the following websites:

• Canadian Franchise Association www.cfa.ca

• Entrepreneur’s Franchise Zone www.entrepreneur.com/franchises/index.html

• Small Business Administration: Franchise Businesses www.sba.gov/business-guide/plan/buy-existing-business-franchise

Here are a few franchises for you to consider. Please note that this list does not represent our endorsement of any of these businesses. They are provided for information purposes only. Only you know which franchise, if any, is right for you.


http://www.cfa.ca

http://www.entrepreneur.com/franchises/index.html

http://www.sba.gov/business-guide/plan/buy-existing-business-franchise

http://www.sba.gov/business-guide/plan/buy-existing-business-franchise



• www.glamourshots.com/franchise-opportunities

• www.lilangelsfranchise.com

• www.tssfranchisebusiness.com

• http://portraitefx.com/why-portraitefx

• https://spoiledrottenphotography.com/imaging

• www.aevfranchise.com

• https://franchise.tapsnap.net

• https://birdsivideo.com/franchise-opportunities

• http://360tourdesigns.com/index.php/own-your-own-360

• www.venturephotography.com/corporate/run-your-own-studio

• www.images4kids.com/Info/franinfosite/Our-History-Images4Kids.asp

4.3 Equipment and SuppliesTo work as a professional photographer, you’ll need the tools to do your job. If you are unsure how you will use a piece of equipment, borrow or rent it first and see how much it helps you out. Then assess if it is a true necessity, or just a flashy toy.

While you can spend thousands of dollars on every gadget and piece of new technology you can find, experts will advise that you start with what you know you need and will use, and build from there. “All my equipment is portable, and I try to get things that do double-duty whenever possible,” adds Mike Copeman. “A person can save a pile of money by being smart about what they buy.”

4.3.1 Cameras and Lenses

The Equipment

Professional cameras allow you to use an off-camera flash, change lenses, and control exposure. As a professional photographer, you will need to have two cameras available to you on the job, in case one stops


http://www.glamourshots.com/franchise-opportunities

http://www.lilangelsfranchise.com

http://www.tssfranchisebusiness.com

http://portraitefx.com/why-portraitefx

https://spoiledrottenphotography.com/imaging

http://www.aevfranchise.com

https://franchise.tapsnap.net

https://birdsivideo.com/franchise-opportunities

http://360tourdesigns.com/index.php/own-your-own-360

http://www.venturephotography.com/corporate/run-your-own-studio

http://www.images4kids.com/Info/franinfosite/Our-History-Images4Kids.asp

http://www.images4kids.com/Info/franinfosite/Our-History-Images4Kids.asp



working in the middle of a shoot. At least one camera you will need to own, and it’s possible to borrow or rent your back-up equipment when you are first starting out.

While you might enjoy using a point-and-shoot camera for casual snaps, for professional work you’ll need a DSLR (digital single lens reflex: https://en.wikipedia.org/wiki/Digital_single-lens_reflex_camera) camera. The two major manufacturers of professional-quality DSLR (single lens reflex) cameras are Nikon and Canon. They make a number of camera bodies, distinguished from each other by number: e.g., Nikon D70, Nikon D200, or Canon 30D. These models range from about $1,500 including a basic lens to around $7,000 for all the bells and whistles. You can also choose from a smaller selection by Olympus, Kodak, Pentax, and an ever-shrinking selection of film models.

CanonFor product information, visit www.usa.canon.com and look for the section ‘Professional Imaging Equipment’ (or if you’re ready to shop for printing equipment, look for the section ‘Production Printing’). For the Canon Digital Learning Center, visit http://learn.usa.canon.com.

NikonFor product information, www.nikonusa.com/en/index.page; for the learning section, www.nikonusa.com/en/learn-and-explore/index.page. You might be interested in browsing non-affiliated site www.nikonians.org.

The sensor (a microchip) has replaced film in the digital camera, and the size of the sensor affects the quality of your photos. The larger the sensor, the better the image. Some cameras now use sensors the same size as a frame of 35mm film, essentially bringing the quality of digital on a par with film.

To find out more about sensors, look for in-depth articles such as:

• www.techradar.com/how-to/sensor-sizes-explained-what-you-need-to-know

• www.cambridgeincolour.com/tutorials/digital-camera-sensor-size.htm


https://en.wikipedia.org/wiki/Digital_single-lens_reflex_camera

https://en.wikipedia.org/wiki/Digital_single-lens_reflex_camera

http://www.usa.canon.com

http://learn.usa.canon.com

http://www.nikonusa.com/en/index.page

http://www.nikonusa.com/en/learn-and-explore/index.page

http://www.nikonusa.com/en/learn-and-explore/index.page

http://www.nikonians.org

http://www.nikonians.org

http://www.techradar.com/how-to/sensor-sizes-explained-what-you-need-to-know

http://www.techradar.com/how-to/sensor-sizes-explained-what-you-need-to-know

http://www.cambridgeincolour.com/tutorials/digital-camera-sensor-size.htm

http://www.cambridgeincolour.com/tutorials/digital-camera-sensor-size.htm



• www.techhive.com/article/2052159/demystifying-digital-camera-sensors-once-and-for-all.html

• www.davemorrowphotography.com/camera-sensor-size-guide

Megapixels are also a consideration. Digital images are made up of pixels, and the more you have, the better image quality you can record. Technology is constantly advancing in this area, but currently the middle-of-the-road professional camera has 8-13 megapixels. Six is about the minimum you want to work with as a pro, to give you the flexibility in editing you’ll want.

To find out more about pixels, look for in-depth articles such as:

• https://digital-photography-school.com/the-pixels-underneath-your-photos

• http://reedhoffmann.com/size-matter-especially-with-pixels

• www.cambridgeincolour.com/tutorials/digital-camera-pixel.htm

• www.clarkvision.com/articles/does.pixel.size.matter

Other criteria for consideration:

• How fast does the information write to the media? How many photos is it capable of per second? This determines how quickly you can respond as a photographer.

• How heavy is it? If you plan to use the camera off site (or even off-tripod), this is an important consideration.

• Are the features you plan to use the most readily accessible, or are they part of a buried menu of options that you need to sort through for every time? The best cameras now allow you to program the features you use most to make them accessible.

• Is the camera compatible with equipment you already own? Remember that each camera system has its own lens mount design, and they are not interchangeable. If you are planning on buying different models for your main camera and your back-up, check to make sure that they use the same kind of memory card.


http://www.techhive.com/article/2052159/demystifying-digital-camera-sensors-once-and-for-all.html

http://www.techhive.com/article/2052159/demystifying-digital-camera-sensors-once-and-for-all.html

http://www.davemorrowphotography.com/camera-sensor-size-guide

https://digital-photography-school.com/the-pixels-underneath-your-photos

https://digital-photography-school.com/the-pixels-underneath-your-photos

http://reedhoffmann.com/size-matter-especially-with-pixels

http://www.cambridgeincolour.com/tutorials/digital-camera-pixel.htm

http://www.cambridgeincolour.com/tutorials/digital-camera-pixel.htm

http://www.clarkvision.com/articles/does.pixel.size.matter



• Does the product come with a valid warranty? Some manufacturers will sell cameras that have been imported directly from other countries, at a noticeable discount. Called “grey market” equipment, this equipment’s warranty is often not honored by the manufacturers.

• If you are looking at something other than a Nikon or a Canon, how expensive and available is the rest of the system — lenses, flash, etc.? Your selection of used and rentable equipment will be diminished.

• Refurbished equipment (defective equipment that has been factory-repaired) will be cheaper to buy, but will come with less of a warranty. See if the retailer will cover an extended time period. Avoid equipment that has been refurbished by a third-party.

The lenses you’ll use for your work depend on the type of picture you’re taking, and your available light. As you practice, shoot, and hone your skill, you’ll determine the lenses that work best with your style. Renting different lenses for the weekend is a great way to try before you buy.

Zoom lenses have a variable focal length, expressed as a range. Zooms are a necessity for the wedding or event photographer. They will give you the flexibility to respond to movement of the subject, or to change subjects quickly — like when the flower girl decides to give the ring bearer a quick kiss in the middle of the ceremony. Using a zoom lens will also cut down on lens changes.

“Something versatile is always necessary when shooting weddings or events. Sigma lenses are very high quality, and something with a wide range would be best, maybe a 17-55 mm lens,” advises wedding photographer Nicole Donne. Mike Copeman agrees, and says for weddings he would also put a 70-200 mm into his bag, and possibly a 300 mm for specialty shots.

Prime lenses have a fixed focal length, so they are not flexible like the zoom. They usually have a larger maximum aperture (smaller f-number) than zooms, so they work better in low light situations, or when a shallow depth of field is needed. Prime lenses are cheaper than zooms, but you’ll likely need more of them. A typical portrait lens is




anywhere from 85 to 135 mm, but there are other options depending on your equipment, environment and style.

There are a number of online resources for you to take advantage of when you compare models and makes of cameras and lenses. Read a number of reviews online to get a sense of each system’s pros and cons. Be sure to look for recently-published pages; at press-time, these were current links:

• www.pcmag.com/article2/0,2817,2404170,00.asp

• www.tomsguide.com/us/best-dslrs,review-2218.html

• www.techradar.com/news/photography-video-capture/cameras/best-full-frame-dslr-8-cameras-from-canon-nikon-and-sony-compared-1133732

• http://cameras.reviewed.com/best-right-now/best-canon-dslr-cameras

• www.gadgetreview.com/best-dslr-camera

You can buy your camera and equipment through a local store, a catalog, or online. The advantage to buying in person is that you can handle the equipment, ask questions, and build a relationship with a local vendor. Depending on where they live, though, not everyone will have access to a camera shop.

Online, Adorama is the most well-known and reputable camera store. They have a physical location in New York City, but also a shopping cart system on their website and a 1-800 number for the technophobe. If you live in or near New York City they also have a rental department. B&H is the other big name.

• Adoramawww.adorama.com

• B&Hwww.bhphotovideo.com

• Henry’s(Variety of locations in Canada)www.henrys.com


http://www.pcmag.com/article2/0,2817,2404170,00.asp

http://www.tomsguide.com/us/best-dslrs,review-2218.html

http://www.techradar.com/news/photography-video-capture/cameras/best-full-frame-dslr-8-cameras-from-canon-nikon-and-sony-compared-1133732



http://cameras.reviewed.com/best-right-now/best-canon-dslr-cameras

http://cameras.reviewed.com/best-right-now/best-canon-dslr-cameras

http://www.gadgetreview.com/best-dslr-camera

http://www.adorama.com

http://www.bhphotovideo.com

http://www.henrys.com



If you want to buy a used camera, the usual markets are available. eBay, your local classifieds, and even pawn shops can turn up a bargain. Camera equipment is a lot like fitness equipment in some ways: a lot of people have a fleeting interest in it, and then it collects dust until they sell it. KEH Camera specializes in used equipment; check out www.keh.com.

4.3.2 Lighting

On-the-Go Lighting

• External Flash: Using built-in camera flash is not an option for the pro. Your external flash will give you the option to bounce light, and give you adjustable power. A flash bracket gives you hands-free control over the off-camera flash, and sync cords synchronize external flashes with your camera. Flashes can break just as easily as cameras, so carry two.

• Light meter: Used to measure lighting situations. Depending on the type of photography you do, you may need different kinds, or an all-in-one handheld solution. A basic light meter is generally built into your camera, but there may be times where you need more detailed input.

Studio Lighting

You’ll have a choice of continuous lighting for your studio (variety of types), or flash lighting that fires when your camera does. Continuous lighting in the form of hot lights is not usually the lighting of choice for studio photographers, because it can be uncomfortably warm for the subject, and is prone to causing fires. Other kinds of continuous light can be used, but don’t always give the powerful illumination you need.

Strobe or flash lighting can be used effectively, but can be a challenge to meter correctly. They do come equipped with modeling lights so you can get a sense of what you’ll see, but there will be a variance between what the modeling light produces and what the actual flash projects. Studio lights are often altered or augmented using devices such as soft boxes, reflectors, umbrellas, diffusers, gels, etc. Each creates a different effect — your style will dictate what you need.


http://www.keh.com

http://www.keh.com



You’ll probably want to start with at least two studio strobes: one for your subject, and one for the background. A third (used as a hair light, for example) or fourth, or specialty units like a ring flash will give you even more options, but two can do in a pinch with the use of some modifying equipment such as reflectors. Ask your favorite retailer for help packaging together a beginner’s kit with everything you need. Per-light prices range from about $250 to $400.

Setting up lights also requires stands of various heights, sync cords or transmitters to ensure they fire in unison (some have a built-in feature), and a power source and/or power cords. It’s possible to suspend your lights and wires from the ceiling using a track system, which avoids clients tripping over cords. If you want to take portraits outside your studio and need artificial light, you’ll invest in some carrying cases as well.

This is only the tip of the iceberg when it comes to studio lighting. There are hundreds of books about studio lighting you can choose from, with photos and a breakdown of how the effect was achieved. Browse them online or in a bookstore to select a style that matches your own, and then spend some time recreating those effects on your own before you start booking clients.

To get started, check out these links:

• www.photo.net/learn/beginner-s-guide-to-lighting-kits

• www.photo.net/learn/intermediate-s-guide-to-lighting-kits

• www.photo.net/learn/how-to-choose-studio-lighting

• http://strobist.blogspot.com

• http://studiolighting.net

4.3.3 Other Equipment You May Need

Camera Accessories• Camera bag: To carry your lenses and back-up gear. This

should not be too bulky or heavy — go with just enough size to accommodate you. You can always go bigger as you need it.


http://www.photo.net/learn/beginner-s-guide-to-lighting-kits

http://www.photo.net/learn/intermediate-s-guide-to-lighting-kits

http://www.photo.net/learn/how-to-choose-studio-lighting

http://strobist.blogspot.com

http://studiolighting.net



• Camera strap: Sets your hands free to root around your bag with camera around your neck, or give your arms a rest.

• Lens hood: Used to cut down sunlight and eliminate unwanted lens flare. This is useful for outdoor shooting at weddings, for example.

• Tripod or monopod: When practical, a tripod used to mount or support your camera will help you cut down on camera shake, and give your arms a rest. In some low-light situations, it will be a necessity. A monopod is a one-legged on-the-go alternative that is easier to carry and set up quickly, but gives less support. A camera stand on casters to allow movement is a useful (but expensive) option for studio photographers.

• Memory cards: If you shoot outside of a studio, 5-10 smaller cards (e.g., 1-2 GB) are preferable to one or two enormous cards (e.g., 8 or 16 GB). That way if you lose or damage a card, you don’t lose everything you have. Keep your memory cards on you at all times. Note that not all cameras take the same type of memory cards.

• Batteries: Back-up batteries for equipment and flash are essential. Make sure they are charged, though, or they are no use to you. Carrying a large number of flash batteries is the norm for wedding photographers, along with at least one back-up battery for the camera.

• Lens tissue: Lens tissue and other cleaning equipment are needed (see articles at the links below), as well as possibly a rain umbrella to protect your equipment in inclement weather.

TIP: For articles on cleaning and maintaining DSLR cameras, check out:

• https://callofphotography.com/how-to-take-care-of-dslr-camera

• https://photographylife.com/how-to-clean-dslr-sensor-and-keep-your-camera-gear-clean

• www.all-things-photography.com/digital-camera-cleaning-and-maintenance


https://callofphotography.com/how-to-take-care-of-dslr-camera

https://callofphotography.com/how-to-take-care-of-dslr-camera

https://photographylife.com/how-to-clean-dslr-sensor-and-keep-your-camera-gear-clean

https://photographylife.com/how-to-clean-dslr-sensor-and-keep-your-camera-gear-clean

http://www.all-things-photography.com/digital-camera-cleaning-and-maintenance

http://www.all-things-photography.com/digital-camera-cleaning-and-maintenance



• www.photographytalk.com/beginner-photography-tips/7444-how-to-clean-your-dslr-sensor-and-mirror

Editing and Printing

• Computer: You’ll require a system that can run a powerful program like Adobe Photoshop. If your computer is ancient, you may need to upgrade in order to make the best use of editing software. Macs are the machine of choice for many artistic or design-based businesses. For editing and printing you may also need a scanner, editing software (review section 2.4.1 for software options), and a means of backing up your files.

• Printer: A good quality letter-sized printer is sufficient for regular business use. If you plan on printing enlargements, you’ll need a professional machine such as the Epson Stylus Pro 7800. These machines are several thousand dollars brand new, but can be purchased used or leased to save you the upfront cost and keep you in a better cash flow position.

Basic Office Equipment

• Desk and chair

• Seating for clients

• Office supplies

• Cell phone

• Business phone

• Fax machine

• Coffeemaker

Studio Equipment and Supplies

For an onsite studio, you’ll need a collection of backdrops for clients to choose from. Your style will dictate colors and textures — paper, canvas, and muslin are popular choices. Reversible gives you more options. You can buy these from a photography prop vendor, look through a fabric store, or have a local artisan paint them for you. If you


http://www.photographytalk.com/beginner-photography-tips/7444-how-to-clean-your-dslr-sensor-and-mirror

http://www.photographytalk.com/beginner-photography-tips/7444-how-to-clean-your-dslr-sensor-and-mirror



can arrange the second option, see if you can trade your services for theirs.

Some studios that specialize in themed portrait or stylized photography will build and paint entire sets. If you go this route, know that you have to change your sets up frequently to encourage repeat business.

You’ll also want to accumulate a collection of props. Start with a few classic or timeless props, such as stools, benches, and pillows. You can add to the collection as your budget allows. You can order from a prop supplier, or keep you eyes open for bargains where you can.

• w w w. b h p h o t o v i d e o . c o m / c / b u y / P o s i n g - E q u i p m e n t /ci/1408/N/3715154792

• www.backdropexpress.com/photo-studio-equipment-and-gear-s/1821.htm

• w w w. d e n n y m f g . c o m / p h o t o - s t u d i o - e q u i p m e n t /ProductType/1003

• www.dennymfg.com/photography-props/Category/2014

• https://james-grundy.com/photography-studio-equipment-list-2

• www.adorama.com/c/Lighting-and-Studio

• https://savageuniversal.com/products/studio-equipment

• www.grkreations.com/Photography-Props-s/100.htm

You’ll stock your dressing room with last-minute essentials such as bobby pins, hairspray, safety pins, facecloths, etc. You may also choose to have food and drink available. If clients will come directly to you to pick up prints, stock up on the packaging materials (bags, wrap, etc.) of your choice.

Many portrait photographers now equip a viewing room with a big screen TV, so that clients can review their portraits at a bigger size and make purchasing decisions on the spot. If you plan to arrange this for viewing, comfortable seating (couches and chairs) is a useful complement, as are a coat rack, and a meeting table for signing contracts.


http://www.bhphotovideo.com/c/buy/Posing-Equipment/ci/1408/N/3715154792

http://www.bhphotovideo.com/c/buy/Posing-Equipment/ci/1408/N/3715154792

http://www.backdropexpress.com/photo-studio-equipment-and-gear-s/1821.htm

http://www.backdropexpress.com/photo-studio-equipment-and-gear-s/1821.htm

http://www.dennymfg.com/photo-studio-equipment/ProductType/1003

http://www.dennymfg.com/photo-studio-equipment/ProductType/1003

http://www.dennymfg.com/photography-props/Category/2014

https://james-grundy.com/photography-studio-equipment-list-2

http://www.adorama.com/c/Lighting-and-Studio

https://savageuniversal.com/products/studio-equipment

http://www.grkreations.com/Photography-Props-s/100.htm



On-the-go Supplies

In addition to the equipment you’ll use and your back-ups, you may want to throw the following into your gear bag when you are on the go:

• Food and water

• Notes about the location (check it out in advance)

• Direction to the locations

• List of shots the client wants

• Cell phone

• Business cards

• A notepad and pen

4.4 Financial and Legal Matters Running a small business, even a creative one like photography, requires that you pay attention to money matters, and stay on the right side of the law. Here are some strategies for you to learn and use, and a number of resources for further study.

4.4.1 Start-up Costs

Estimating Costs

Most amateur photographers who are at the point of starting their own photography business have already purchased much of the equipment they need to do the job. This is especially true if you are not planning to set up and equip your own studio. Therefore, to start thinking about start-up costs, you’ll want to take stock of what equipment you already have.

Budget estimates can really only generalize, since every person has a different business idea, and is coming in with a different set of pre-purchased equipment. If you only need to buy a camera, one zoom lens, sample albums, and maybe some nice clothes to wear to weddings, your start-up costs will be a few thousand dollars. You will start this




type of business with your savings, or with a small personal loan or line of credit.

However, if you are thinking about renovating your garage into a studio, buying or renting a storefront, or purchasing an existing business, your costs are more likely to range in the tens or hundreds of thousands of dollars. This type of business often needs outside funding to get off the ground, from investors or lenders.

If it will take a while for you to make back the initial outlay of money on renovations, equipment, and initial marketing, you’ll also need to have some savings to live on for a while (if photography is your primary source of income). Remember that leasing equipment will save on upfront costs.

Additional advice on all aspects of financing your business can be found at the SBA’s website at www.sba.gov/business-guide/plan/calculate-startup-costs-small-business and www.sba.gov/business-guide/manage/manage-your-finances-business-credit. In Canada, visit http://canadabusiness.ca/starting/financing-your-new-business.

Start-up costs for your business are just the beginning. You’ll also have ongoing costs such as rent or mortgage, cell phone plans, insurance, professional memberships, training courses, lawyer and accountant fees, advertising, and business banking fees.

“I find the most challenging part about owning your own business is the financial aspect. You have no guarantees what is coming in on a daily basis as far as income, and budgeting for new purchases is always interesting,” says professional photographer Michelle Valberg.

You’ll need to work out a cash flow projection that shows how and when you’ll make money in sufficient amount to cover all your expenses, as well as grow your business. If you want to attract investors or convince lenders, you’ll need solid numbers that show a profit, in the form of a business plan (see the resources at the end of this section).

“Be comfortable working with money and numbers, and learn to embrace that aspect of the business. It’s crucial that you understand and really manage your costs,” says Mike Copeman. “When I converted from film to digital, I sat down and looked at the numbers


http://www.sba.gov/business-guide/plan/calculate-startup-costs-small-business

http://www.sba.gov/business-guide/plan/calculate-startup-costs-small-business

http://www.sba.gov/business-guide/manage/manage-your-finances-business-credit

http://www.sba.gov/business-guide/manage/manage-your-finances-business-credit

http://canadabusiness.ca/starting/financing-your-new-business



first. I compared the cost of the digital camera to the ongoing costs of using film. I realized that every day I couldn’t go digital was costing me money. After that, I couldn’t switch over fast enough,” he adds.

Getting Started on a Budget

It’s possible to set up a basic home studio with a couple of strobe lights and some simple backgrounds for around $1,000. You can rent (instead of buy) back-up equipment until you have the cash flow to invest. Just remember that you can only charge your client what your service is worth. If you are charging as a high-end studio but your waiting room is outfitted with lawn furniture, clients will get mixed messages.

As we’ll explain later in this section, one start-up cost you do not want to skip over is business insurance. In the event of an error or accident, you do not want your assets at risk. Do not take a single picture for money until you have adequate insurance in place.

Another way to get started without much of a budget is to work only part time or on weekends, and keep another job until you build up your clientele. This kind of organic growth allows you to not feel like you have to blitz on marketing just to get enough clients to pay the bills. As the business grows, so will your facility and your service.

4.4.2 Business Structure and Registration A business can take several different legal forms. Which one you choose will affect how much it costs to start and run your business. Basically, there are four forms of ownership: sole proprietorships, partnerships, LLCs, and corporations. What makes sense for you depends on the type of business you have in mind. Here are the options.

Sole Proprietorship

A sole proprietorship is any business operated by one single individual without any formal structure or registration requirements. A sole proprietorship is the simplest and least expensive business legal structure when you are starting out. It is also the easiest because it requires less paperwork and you can report your business income on your personal tax return. One drawback to this type of business is that you are personally liable for any debts of the business.




Business Licensing

No matter what kind of company you own, you will need a business license. There may also be other permits and licenses you will need, so contact your local city hall or county clerk’s office. Contact information can be found in your phone book or online at sites such as www.sba.gov/category/navigation-structure/starting-managing-business/starting-business/obtain-business-licenses-, www.sba.gov/business-guide/launch/register-your-business-federal-state-agency, and www.sba.gov/business-guide/launch/apply-for-licenses-permits-federal-state. In Canada, visit http://canadabusiness.ca/government/registering-your-business.

Your city hall should also be able to tell you if you need a special license to work from home (may be known as a home occupation license) and, if so, where to get it. In many communities, to obtain a license to work at home you will need to fill out a form, provide your business name and phone number, and give some details about the nature of your business. Most questions on the form are designed to detect and deter people who will be a nuisance or a risk to their neighbors, and may not apply to you.

For information about licensing and regulations for businesses in Canada, check out the “Permits and Licenses” page at the Canadian Government’s Canada Business Services for Entrepreneurs site at http://canadabusiness.ca/government/permits-and-licences.

Without going through any formal processes, you can begin your photography business simply by getting the word out that you’re in business. With this said, however, there are usually business licenses and permits required by local municipalities in order for you to conduct business. The costs of these licenses are usually minimal, but be sure to check with your local municipal licensing office.

Here are some of the advantages and disadvantages of starting your photography business under the sole proprietorship model.


http://www.sba.gov/category/navigation-structure/starting-managing-business/starting-business/obtain-business-licenses-





http://www.sba.gov/business-guide/launch/apply-for-licenses-permits-federal-state





http://canadabusiness.ca/government/permits-and-licences

http://canadabusiness.ca/government/permits-and-licences



Advantages

• Easy to start

• Low start-up costs

• Flexible and informal

• Business losses can often be deducted from personal income for tax purposes

Disadvantages

• Unlimited personal liability: the sole proprietor can be held personally responsible for debts and judgments placed against the business. This means that all personal income and assets, not just those of the business, can be seized to recoup losses or pay damages.

• All business income earned must be reported and is taxed as personal income.

• More difficult to raise capital for the business

Incorporation

Incorporation of a business means that a separate, legal corporate entity has been created for the purpose of conducting business. Like an individual, corporations can be taxed, sued, can enter contractual agreements and are liable for their debts. Corporations are characterized by shareholders, a board of directors and various company officers. As such, ownership interests can be freely transferred.

Creating a corporation requires filing of numerous documents to legalize your photography business, as well as formally naming a president, shareholders, and director(s), all of whom can be a single person as set out in the company charter. As the rules and forms required for incorporation vary from state to state and province to province, it’s best to consult your local business licensing office or a local lawyer specializing in incorporation.

While it is probably best to seek legal expertise when incorporating, if you have the expertise and knowledge, you can incorporate your




own business or use one of the many online resources that specialize in these matters. Here are a few websites offering such services, often for only a couple of hundred dollars:

• BizFilings www.bizfilings.com

• The Company Corporation www.incorporate.com

• MyCorporation www.mycorporation.com

• Form-a-Corp, Inc. www.form-a-corp.com

Here is a list of some of the advantages and disadvantages to incorporating your photography business.

Advantages

• Protect personal assets and income from liability by separating your business income and assets from your personal.

• Corporations get greater tax breaks and incentives

• Ownership can be sold or transferred if the owner wishes to retire or leave the business

• Banks and other lending institutions tend to have more faith in incorporated businesses so raising capital is easier

Disadvantages

• Increased start-up costs

• Substantial increase in paperwork

• Business losses cannot be offset against your personal income

• Corporations are more closely regulated

An S Corporation is similar to the corporation in most ways, but with some tax advantages. The corporation can pass its earnings and profits on as dividends to the shareholder(s). However, as an employee of


http://www.bizfilings.com

http://www.incorporate.com

http://www.mycorporation.com

http://www.form-a-corp.com



the corporation you do have to pay yourself a wage that meets the government’s reasonable standards of compensation just as if you were paying someone else to do your job.

Partnerships

Another business structure that some photographers choose over sole proprietorship or incorporation is the partnership. A partnership is precisely as its name implies, a business venture entered into by two or more people with the intent to carry on business and earn profits. Partnerships can be beneficial for photographers as the workload and finances can be shared, and partners with differing areas of expertise can increase business opportunities.

You must register your partnership with a corporate registry. This does not mean that you must incorporate, only that you are making a formal declaration of entering into business with another person or persons. Be sure to consult your local business registry and a lawyer specializing in business registry. The primary purpose for doing this is for each partner to protect himself or herself concerning issues such as sharing profits, liability and dissolving the partnership equitably. Below are some of the potential advantages and disadvantages to partnerships:

Advantages

• More equity for start-up costs

• Broader areas of expertise can lead to increased opportunities

• Lower start-up costs than incorporation

• Some tax advantages

Disadvantages

• All partners are equally liable for the other’s mistakes with the same liability as a sole proprietorship

• Profits and losses must be shared

• The business must be dissolved and reorganized when a partner leaves




Beyond any legal issues, before going into business with a partner you should spend many hours talking about how you will work together, including:

• What each of you will be responsible for

• How you will make decisions on a day-to-day basis

• What percentage of the business each of you will own

• How you see the business developing in the future

• What you expect from each other

During your discussions you can learn if there are any areas where you need to compromise. For example, one of you may want to start your business as a part-time job, while the other wants to work full-time and eventually build a business that will employ more people. You can avoid future misunderstandings by putting the points you have agreed on into a written “partnership agreement” that covers any possibility you can think of (including one of you leaving the business at some point in the future).

Limited Liability Company (LLC)

A Limited Liability Company is a newer type of business legal structure in the U.S. It is a combination of a sole proprietorship (where there is only one member of the LLC) or partnership and a corporation, and is considered to have some of the best attributes of each, including limited personal liability.

An LLC business structure gives you the benefits of a partnership or S corporation while providing personal asset protection like a corporation. Similar to incorporating, there will be substantial paperwork involved in establishing this business structure. LLCs have flexible tax options, but are usually taxed like a partnership. Here are some of the advantages and disadvantages of LLCs:

Advantages

• Limited liability similar to a corporation

• Tax advantages similar to a corporation




• Can be started with one (except in Massachusetts) or more members like a sole proprietorship or partnership

Disadvantages

• More costly to start than a sole proprietorship or partnership

• Consensus among members may become an issue

• LLC dissolves if any member leaves

In the end, choosing a business legal structure for your photography business is a personal choice, and the advantages and disadvantages should be considered thoroughly. Many photographers begin their independent venture as a sole proprietorship because of the low costs, and incorporate as the business grows and the engagements become larger and more complex.

For more information about business structures take a look at the resources available at FindLaw.com. The direct link is http://smallbusiness.findlaw.com/incorporation-and-legal-structures. For some additional government resources to help you decide which structure to choose in the U.S., try the Small Business Administration. Visit www.sba.gov/business-guide/launch/choose-business-structure-types-chart. In Canada, visit the Canada Business site at http://canadabusiness.ca/starting/before-starting-your-business/corporation-partnership-or-sole-proprietorship.

4.4.3 Insurance Insurance can help protect the investment you make in your company from unforeseen circumstances or disaster. Types of insurance for the small business owner are listed in this section. Contact your insurance broker to determine whether these or other types of coverage are right for you.

Making sure you are properly insured is important, and in the case of Workers’ Compensation insurance, it is the law. You must protect your business if you damage something in a client’s home or office, you should insure your office equipment, and if you hire them, you must insure your employees.


http://smallbusiness.findlaw.com/incorporation-and-legal-structures

http://smallbusiness.findlaw.com/incorporation-and-legal-structures

http://www.sba.gov/business-guide/launch/choose-business-structure-types-chart

http://www.sba.gov/business-guide/launch/choose-business-structure-types-chart

http://canadabusiness.ca/starting/before-starting-your-business/corporation-partnership-or-sole-proprietorship

http://canadabusiness.ca/starting/before-starting-your-business/corporation-partnership-or-sole-proprietorship



Getting a Business Owner’s Policy (a BOP) is often a good place to start. These policies are designed for small business owners with fewer than 100 employees and revenues of under $1 million, and combine liability and property insurance together. Small business owners like these policies because of their convenience and affordable premiums. You can read more about this topic at the Insurance Information Institute website at www.iii.org/publications/insuring-your-business-small-business-owners-guide-to-insurance.

Liability Insurance

This insurance (also known as Errors and Omissions Insurance) protects you against loss if you are sued for alleged negligence. It could pay judgments against you (up to the policy limits) along with any legal fees you incur defending yourself. It is important to understand that when you accept money from a client for photography services, they will hold you responsible for any perceived negligence on your part.

Certain services that carry more liability risk, such as driving your clients around, will increase your rates. Consider whether or not the potential income from these services is worth it. Vehicle insurance should have a rider on top of your regular auto insurance to cover any valuables you might transport for a client.

Property Insurance

This insurance covers losses to your personal property from damage or theft. If your business will be located in your home, you’re most likely already covered with homeowner’s insurance. However, it’s a good idea to update your plan to provide coverage for office equipment and other items that aren’t included in a standard plan.

If your business will be located in a building other than your home, you may need an additional policy. If you rent space, you’ll need property insurance only on the equipment you have in your office — the owner of the building normally would pay for insurance on the property. Depending on your location, you may also need flood, hurricane or other natural disaster insurance.


http://www.iii.org/publications/insuring-your-business-small-business-owners-guide-to-insurance

http://www.iii.org/publications/insuring-your-business-small-business-owners-guide-to-insurance



Life and Disability Insurance

If you provide a portion of your family’s income, then you need to carry life insurance and disability insurance to make certain they are cared for if something happens to you. If you become sick or otherwise disabled for an extended period, your business could be in jeopardy. Disability insurance would provide at least a portion of your income while you’re not able to work.

Business Interruption Insurance

This insurance covers your bills and lost profit while you are out of operation for a covered loss, such as a fire. Just because the business is shut down doesn’t mean the bills stop coming. This type of insurance covers ongoing expenses such as rent or taxes until your business gets up and running again. These policies may also have provisions for loaned equipment until permanent replacements can be obtained.

Car Insurance

Be sure to ask your broker about your auto insurance if you’ll be using your personal vehicle on company business.

Health Insurance

If you live in the United States and aren’t covered under a spouse’s health plan, you’ll need to consider your health insurance options. The Patient Protection and Affordable Care Act (PPACA) of 2010 established (www.healthcare.gov) as your primary resource to obtain affordable health insurance.

TIP: Some insurance companies offer discount pricing for members of particular organizations. When you are looking for organizations to join, whether your local Chamber of Commerce or a national association, check to see if discounted health insurance is one of the member benefits.

Canadians have most of their health care expenses covered by the Canadian government. For expenses that are not covered (such as dental care, eyeglasses, prescription drugs, etc.), self-employed professionals may get tax benefits from setting up their own private


http://www.healthcare.gov



health care plan. Direct Reimbursement Associates (www.draltd.com) is an example of the type of financial planning company that can help you set up your own private health care plan.

Notice that FabJob does not recommend a specific vendor for your insurance needs. As always, do your own research before making the choice which is right for you.

Workers’ Compensation Insurance

Most states and all provinces require that small business owners who hire others carry workers’ compensation insurance. For more about these obligations in the U.S., visit the Office of Workers’ Compensation Programs website at www.dol.gov/owcp. In Canada, visit the Association of Workers’ Compensation Boards of Canada at http://awcbc.org for more information.

More Information

You may also want to check out the National Association for the Self-Employed (www.nase.org) which offers reasonably priced insurance plans for self-employed people. The Rocky Mountain Insurance Information Association has an information page on home-based business insurance at www.rmiia.org/business/home_business_insurance.asp. And the SBA offers a section on business insurance at www.sba.gov/business-guide/launch/get-business-insurance-assets-liability. In Canada, visit the Insurance Bureau of Canada at www.ibc.ca/on/business.

4.4.4 TaxesIf you are properly informed and prepared you won’t have to face your tax responsibility with a feeling of dread. In fact, once you are organized and you have enlisted the help of a good tax professional, taxes become just another regular business task.

The best thing you can do to be sure of your personal and business tax obligations is to find the information you need before you start your new business. The Internal Revenue Service (IRS) has a number of informative documents online that you can look at today to learn the


http://www.draltd.com

http://www.dol.gov/owcp

http://awcbc.org

http://awcbc.org

http://www.nase.org

http://www.rmiia.org/business/home_business_insurance.asp

http://www.rmiia.org/business/home_business_insurance.asp

http://www.sba.gov/business-guide/launch/get-business-insurance-assets-liability

http://www.sba.gov/business-guide/launch/get-business-insurance-assets-liability

http://www.ibc.ca/on/business

http://www.ibc.ca/on/business



basics about everything you need to prepare for your taxes as a small business owner. If you read these documents and understand them, you will have no surprises at tax time.

One helpful document is the Tax Guide for Small Business that outlines your rights and responsibilities as a small business owner. It tells you how to file your taxes, and provides an overview of the tax system for small businesses. You can find this document at www.irs.gov/pub/irs-pdf/p334.pdf. For more general information for small business owners from the IRS visit their website at www.irs.gov/businesses/small-businesses-self-employed.

For Canadian residents, the Canada Revenue Agency also provides basic tax information for new business owners. This includes information about the GST, how to file your taxes, allowable expenses and so on. You can find this information and more helpful documents at www.canada.ca/en/services/business/taxes.html.

It is also important to be informed about your tax obligations on a state and local level. Tax laws and requirements vary on a state-by-state basis and locally, too. Make sure that you find out exactly what you are responsible for in your state and city. In addition, it is important to find out about sales tax in your area. The Tax Foundation provides information on a state-by-state basis for personal, sales and other taxes at www.taxfoundation.org. In Canada, consult the Canada Business Network pages found at http://canadabusiness.ca/government/taxes-gst-hst.

If you decide you would prefer a qualified tax professional to help you handle your taxes, you will find you are in good company. Many small business owners decide to have a professional handle their taxes. An accountant can point out deductions you might otherwise miss and save you a lot of money. See section 4.5.3 for advice on keeping track of accounting.

TIP: For a quick rundown on sales taxes applying to photographers, visit http://photographyspark.com/photographer-sales-tax-guide.


http://www.irs.gov/pub/irs-pdf/p334.pdf

http://www.irs.gov/pub/irs-pdf/p334.pdf

http://www.irs.gov/businesses/small-businesses-self-employed

http://www.irs.gov/businesses/small-businesses-self-employed

http://www.canada.ca/en/services/business/taxes.html

http://www.taxfoundation.org

http://canadabusiness.ca/government/taxes-gst-hst

http://canadabusiness.ca/government/taxes-gst-hst

http://photographyspark.com/photographer-sales-tax-guide

http://photographyspark.com/photographer-sales-tax-guide



4.4.5 Copyrighting Your WorkAs the photographer and creator of your images, you automatically own the copyright for their use. You don’t need to mail them to yourself, or register them with an agency. In a dispute of copyright you need to prove that you took them, but that would not be hard if they are truly your photos.

Sometimes in a work-for-hire arrangement, there is a transfer of copyright pre-arranged and written into the contract. For example, if you were taking pictures of a local politician’s wedding on contract for a local newspaper (with arranged permission of the subject), then it is likely that your contract would specify that the copyright to those images will rest with the newspaper. If there is no contract, then the copyright is yours.

Regardless of these facts, you will want to include a copyright notice in the contract you sign with clients, and review the details of it to make sure the client understands. You will inevitably run into clients who mistakenly believe that, if they hire you to take pictures of them, that by paying your fee they are buying the copyright to the photos.

You will also encounter clients who will buy one print with the intention of enlarging or color-photocopying more. To discourage this practice, many studio photographers will stamp the back of prints and proofs with a copyright notice that states it is unlawful to make copies of your copyrighted work. Reputable print shops will not make copies if they see the notice.

TIP: While you retain the right to print the pictures, the client has rights of privacy too. As mentioned in section 2.3.2, if you want to use photos of your clients for self-promotion, you need to get this in writing in the form of a model release. The model release should be part of your standard contract, and can be struck out in the rare case that a clients objects to it.

Your best strategy is to be as clear as possible with clients in initial consultations that you will retain the copyright, and they will need to go through you for prints. If you are selling digital files to the client as part of your package, your contract should specify that they are




licensed only for personal, non-commercial use. This way they cannot be sold or used to make money.

An exception to the usual copyright arrangement is when you take headshots for entertainers, business people, and executives. Since these photos are intended to be used for promotional purposes as opposed to private use, you will want to sell full copyright release (as well as digital files) to the individuals.

4.5 Staying Organized Staying organized in this business demands having an efficient work flow system in place. You need to be able to store and retrieve files with ease, schedule appointments and know when you will be delivering prints or albums, hire assistants when it can help you be more productive, and keep your accounting up to date so you can assess the health of your business at a glance.

4.5.1 Browsing and Storing Photos

Browsing Your Files

Professional photographers need to be able to manage large numbers of large data files. “The hardest part about taking so many photos with digital photography is keeping a good filing system,” says studio photographer Michelle Valberg. “We use Excel and a standard filing program to keep our images safe and easy to find.”

Name your files with a system that is intuitive for you to use. Including the date the photos were taken will allow you to sort by that criterion. You can set up directories of files with names that jog your memory, and use software to create digital “contact sheets” of thumbnails.

TIP: File storage on a hard drive instead of a DVD may make browsing easier. You’ll tend to make one disc per client with the latter, and if you are not sure exactly what you are looking for, this means inserting and reading discs one at a time.




A number of software options exist for browsing your photo library. Your digital camera usually comes with software, but may not be the best quality for professional use. You can use Adobe Bridge, a browsing and organizing program, or investigate some of the dedicated software listed below.

• Extensis Portfolio($200 U.S.)www.extensis.com/products/digital-asset-management/portfolio

• Expression Blend and Expression Studio by Microsoftwww.microsoft.com/expression/eng

• Seagatewww.seagate.com/solutions/creative-professionals

• ZenFoliohttps://en.zenfolio.com

Before making a decision and investing significant time and money, check out solutions reviewed by other professional photographers as site like:

• https://photographylife.com/storage-for-photography

• https://www.photoshelter.com/features/cloud-storage-and-organization

• https://www.thephoblographer.com/2017/06/23/the-best-external-drives-for-photographers-2017/

Storage Options

Image data, particularly in RAW (https://techterms.com/definition/camera_raw) format, creates a large file size, and the storage on your computer’s hard drive will fill up quickly. You may also be saving multiple versions of files that you have edited in different ways, and saved in different file formats.

External or additional internal hard drives are a relatively inexpensive option for storage of images. Older files can be burned to DVD, as


http://www.extensis.com/products/digital-asset-management/portfolio

http://www.extensis.com/products/digital-asset-management/portfolio

http://www.microsoft.com/expression/eng

http://www.seagate.com/solutions/creative-professionals

https://en.zenfolio.com

https://photographylife.com/storage-for-photography

https://www.photoshelter.com/features/cloud-storage-and-organization

https://www.photoshelter.com/features/cloud-storage-and-organization

https://www.thephoblographer.com/2017/06/23/the-best-external-drives-for-photographers-2017/

https://www.thephoblographer.com/2017/06/23/the-best-external-drives-for-photographers-2017/

https://techterms.com/definition/camera_raw

https://techterms.com/definition/camera_raw



CDs don’t hold enough data to be worth your while. Since any storage medium can fail, having back-ups to your back-ups is never a bad idea. Also, make sure that, as technology changes, you resave your files onto the new-and-improved media.

To safeguard your images from disaster, consider storing a back-up set offsite, at a relative or friend’s house, or a safe deposit box if you have one. Online (‘cloud’) storage via FTP transfer is another option. This way if you are ever the victim of a robbery, house fire, or natural disaster, you won’t lose your livelihood.

If your contract states that you will delete the images you’ve retained for a client after a certain amount of time, it’s good business to advise the client about a month in advance. You can also offer to sell them the files for a flat rate at that time. You don’t have to store images forever, but with today’s relatively inexpensive storage options (a few hundred dollars per drive), you may want to keep at least a few years’ worth just in case. Better to have them than to have to tell a “better-late-than-never” client that you deleted them just last week.

4.5.2 Managing Your Time EffectivelyHow you manage your time will have a great deal of impact on client satisfaction, and ultimately on your bottom line. Here are some tips to maximize your effectiveness.

• When scheduling studio clients, book clients with enough time to arrive, fix hair and wardrobe, and change outfits in between shots. For full-service sessions, you’ll probably only be able to book two or three appointments a day: morning, afternoon, and possibly some evenings.

• Many studio photographers take Sunday and Monday as their weekend, so that clients who work can book a weekend session. Being available a few evenings will help too.

• Have a system in place to remind clients of upcoming appointments for viewing sessions and shoots. A quick phone call from you or your assistant will help.

• Keep in touch with wedding clients as the day approaches, to avoid learning too late of last-minute changes that affect you.




Email is preferable to phone, so you have a written record of your communication. Major changes should be added to the contract, and initialed by both parties.

• Use organizational technology to your advantage. “I’m on my third PDA,” says Mike Copeman. “I use it to access the Internet, and have all the phone numbers I need on me. Everything’s backed up on my computer, too, so I have two sets of information.”

• If you shoot a lot outside, find out in advance what clients want to do in case of bad weather — choose an alternate location, or reschedule if possible.

• Follow up with clients who have not placed their orders. A polite reminder can get them motivated. A client database will help you keep track of the status and follow up.

• Pro photographer Eric Richards says that double-booking is a challenge, and you have to take steps to avoid it. Take time to plan your week in advance. You can start by scheduling your personal time, and then booking around it. This will help you avoid burnout and last-minute cancellations on your part.

4.5.3 Keeping Track of Your FinancesBeing self-employed offers you the freedom to set your own schedule, work from home and choose your clients. However, this also means that you will be responsible for keeping track of your earnings and any applicable deductions. The only way to really know where your business stands is by having adequate financial records at your fingertips.

Keep accurate track of all invoices, receipts, telephone bills (related to your business), and other business paperwork. If you’re not used to keeping receipts for everything you buy, you should quickly develop this habit. Any supplies you buy for your office, right down to pens and paperclips, are legitimate business expenses and deductible at tax time. You don’t have to print hard copies of everything, but be certain that the information is easily accessible if you need to look up or produce something.




Knowing exactly where your money is going will help you plan better and cut back on any unnecessary expenses. So, again, make it a habit to ask for a receipt for every expense related to business. At a glance, you should be able to see how much money has been brought in, how much money has been paid out, what amounts are waiting to be collected, and what debt amounts are still owed.

Bookkeeping System

Your bookkeeping system is a record of your expenses and revenues. Monitoring your expenses and revenues with a consistent bookkeeping system will help you build a more profitable company. By making this part of your daily activities, your financial position will be much clearer, and you will have the records you will need at tax time.

The first step is to choose an accounting method for your business. The two basic types are the accrual accounting method and the single-entry cash accounting method. The accrual method is not generally used in service businesses because it categorizes money that is still owed as collected money, even if you haven’t received payment yet.

The single-entry cash method is much simpler, since all incoming money is posted as a credit and any money spent is posted as a debit. Your credits minus your debits will equal your ledger balance.

A good way to learn more about using a bookkeeping system is to take a small business accounting course, as mentioned earlier. These usually are fairly inexpensive, last a few weeks or a few months, and many are offered online.

Bookkeeping Software

When in doubt, get some help with your bookkeeping efforts. One solution is to invest in small business accounting software. Popular software packages such as these have excellent training available and can be purchased for a moderate price:

• Quicken www.quicken.com

• Quickbooks http://quickbooks.intuit.com


http://www.quicken.com

http://quickbooks.intuit.com



• Sage (formerly Peachtree) www.sage.com/us/size/small-business

These powerful, bundled software packages can help you manage the following accounting functions:

• Accounts payable

• Accounts receivable and collections

• General ledger, balance sheet, and cash flow

• Invoicing and billing

• Payroll

• Report generation

• Stock and inventory

• Tax deductible expense tracking

In addition to these functions, a program like QuickBooks lets you import all of your financial data into its QuickTax program, to make your tax filing simple and painless.

Accounts Payable/Receivable

Accounts payable reports will tell you what bills you owe and when they are due. You have to be able to pay all your incoming bills and still have enough money for the other things you need to purchase for your business. An accounts payable report will help you to schedule when you will pay your bills, and will help you to make sure they are all paid on time.

Accounts receivable reports are the monies that are owed to you. This report will understandably be more complicated if you accept credit cards or if you sell products over the Internet.

Balance Sheet

A balance sheet is the quickest way to see how your business is doing at a glance. It shows you what you own and what you owe. In other words, it is a “balance” of your assets and your liabilities. When your


http://www.sage.com/us/size/small-business



assets exceed your liabilities, you’ve got equity. Balance sheets are used for a momentary snapshot, and the information compiled in them may change daily.

Cash Flow Statement

With a cash flow statement you will be able to see where the cash is in your business and how you are paying for things. They help you to ensure that you are not putting out more than you can handle based on what is coming in, and that you are spending money in appropriate ratios.

Daily/Weekly Sales Report

Ideally you will make money every day, or at least every week. You may get cash, take credit cards or debit cards, and you may accept checks. A daily or weekly sales report logs all of this information into the appropriate categories. Some do their DSR by hand using a form. Look for accounting software that allows you to enter this information.

Income/Profit and Loss Statement

Your income statement, or profit and loss statement, will tell you how much money you have in expenses and how much money you have in revenue. It will help you keep tabs on your costs, your profit margin, and your operating expenses. In the end, this statement will tell you how much money your business is making or what is commonly referred to as the “bottom line.”

Financial Experts

Just as people will hire you as an expert to help them solve some of their personal and business problems, you may want to hire experts to assist with your finances. An accountant or tax advisor can be expensive—you might pay $100 per hour compared to the $20 per hour you might pay a bookkeeper—but their advice could possibly save you hundreds or even thousands of dollars at tax time.

An accountant is someone who takes all your recorded transactions and creates financial reports, such as those mentioned earlier, in order




to analyze your business. They can also provide valuable financial guidance and help with filing tax returns. To lower your expenses when hiring an accountant try to do some basic bookkeeping so the professional accountant doesn’t have to sort through and organize your paperwork. Remember, they charge by the hour.

If you find yourself so busy with providing photographic services that you don’t have time to do your own bookkeeping, consider hiring a part-time bookkeeper on a contract basis to do your bookkeeping for you.

A bookkeeper can assist with your daily and weekly transactions with respect to accounts payable and accounts receivable. They will record all of your incoming money and process any money that you owe. Depending on how busy you are, it may take the bookkeeper a few hours per week to get your books up to date and balance them with your bank statements.

Once you’ve determined what your accounting needs are you may be able to find a professional accountant at the Accountant Finder website (www.accountant-finder.com). This site offers a clickable map of the United States with links to accountants in cities across the country. Alternatively, your local telephone directory is a good place to find listings for accountants or bookkeepers.

TIP: Never neglect to back up your data on a regular basis. You would find it more than embarrassing to tell the IRS at tax time that you cannot file your taxes because your computer died and your records were not backed up.

4.6 Working with Support StaffYou may be working on your own when you first start your business, but at some point you could decide to hire people to work with you. For example, you might hire a videographer, or someone to help you edit the images you’ve captured to make them ‘print-worthy.’ You might need a accountant or bookkeeper to help you with your financial records, or you may need janitorial services to keep your studio spruce.


http://www.accountant-finder.com



You might hire these people as employees, or you might sign them on as contractors.

4.6.1 Employees versus ContractorsWhen you need help, you have to decide whether to hire a contractor, or take on an employee as part of your staff. First, you need to know what the difference is between a contractor and an employee. Secondly, you need to know what your obligations are to both as the employer. Here is some information to help you make the right decision for you.

Legally, if you hire an employee, you will have to pay payroll taxes on that employee, and probably make unemployment and workers’ compensation contributions to the appropriate government agency. On the other hand, you can train those employees the way you like, and you can require them to do their work at certain hours and at places you choose.

Contractors are different from employees in that you don’t invest time in training them, nor do they work hours specified by you. They are self-employed, and you pay them on an hourly or per-task basis to complete specific tasks. You may be interested in hiring contractors for specialized services, such as an accountant, or a photo/video editor. Be sure to read the IRS’s information and advice on employees versus contractors at www.irs.gov/Businesses/Small-Businesses-&-Self-Employed/Independent-Contractor-Self-Employed-or-Employee. In Canada, read publication RC4110, which you can find at www.canada.ca/en/revenue-agency/services/forms-publications/publications/rc4110-employee-self-employed.html or visit http://canadabusiness.ca/blog/looking-for-it-help-hiring-an-employee-vs-an-independent-contractor-1.

If you hire contractors, those people will have learned their job skills elsewhere. They can choose how and when to do the work. You mutually agree on what product will be delivered or what services will be performed, as well as where and when they will be performed. But you cannot require them to be at your office or anywhere else for a certain number of hours daily. It is often best to spell out what you expect and what the contractor is to do or deliver in an agreement. Other differences between an employee and a contractor, which also apply to you as a provider of photography services, are:


http://www.irs.gov/Businesses/Small-Businesses-&-Self-Employed/Independent-Contractor-Self-Employed-or-Employee

http://www.irs.gov/Businesses/Small-Businesses-&-Self-Employed/Independent-Contractor-Self-Employed-or-Employee

http://www.canada.ca/en/revenue-agency/services/forms-publications/publications/rc4110-employee-self-employed.html



http://canadabusiness.ca/blog/looking-for-it-help-hiring-an-employee-vs-an-independent-contractor-1





• Employees work only for you. Contractors may have other clients as well as you, and can work for any and all of them.

• Employees are paid on a regular basis. Contractors are paid per project.

• Employees work for a certain number of hours. Contractors set their own hours, as long as they get the job done. That can be great for them if they are really fast, or not so great for them if they are really slow. As long as the project is finished on time to specs, it’s great for you. (On the other hand, if an employee is slow, you may end up paying more salary to get the job done in overtime, or even hiring temporary help to get things finished.)

• Employees can be fired or quit. Contractors can’t be fired in the usual way while they are working under contract. You may decide to have them stop working on a project, but you will be obliged to pay them according to your contractual agreement unless you are able to renegotiate the contract or successfully sue them if you are unhappy with their work. (Of course that would only be in extreme cases; it is best to avoid lawsuits altogether!)

Even if you are not writing paychecks to contractors, but rather checks for contracting fees, there are still tax considerations. For more information about employment taxes, contact the IRS or Canada Revenue Agency.

TIP: If you’re looking for a contractor, check out sites that host freelancers, such as those in section 5.1.5.

4.6.2 Before You HireHave you decided that what you need is an employee? Before you get ready to hire, employees, check with your local department of labor to find out all the rules and regulations required as an employer. There may be many state and federal rules and regulations that may apply to you, including health and safety regulations, Workers’ Compensation, minimum wage and unemployment insurance.

In addition to your local department of labor, visit these sites for more information:




• U.S. Internal Revenue Service www.irs.gov/businesses/small-businesses-self-employed/businesses-with-employees

• U.S. Department of Labor www.dol.gov/general/aboutdol/majorlaws

• Canada Business Network http://canadabusiness.ca/managing-your-business/employees/hiring-employees

• NOLO www.nolo.com/legal-encyclopedia/human-resources

In Canada, matters of employment law are covered at the government websites www.canada.ca/en/services/business/hire.html.

Here are some issues you must consider:

Pay Scale

How much will you pay your new employee(s)? What is the minimum wage in your area? Also, what other professional photographers are paying their employees has bearing on what you will pay. Remember that making a pay rate too low may cause employee turnover, which in turn costs you money, especially if you have to hire often.

For minimum wage information in the US, visit www.dol.gov/general/topic/wages/minimumwage. In Canada, visit the ESDC (Employment and Social Development Canada) at www.canada.ca/en/employment-social-development.html and http://srv116.services.gc.ca/dimt-wid/sm-mw/rpt1.aspx.

Employer Contributions

When you determine payroll costs you must add in the matched employer contributions for federal programs and worker ’s compensation insurance costs. For example, in the United States the current percentage of employer-matched contribution for social security and Medicare is 7.65% of individual gross wages.


http://www.irs.gov/businesses/small-businesses-self-employed/businesses-with-employees

http://www.irs.gov/businesses/small-businesses-self-employed/businesses-with-employees

http://www.dol.gov/general/aboutdol/majorlaws

http://canadabusiness.ca/managing-your-business/employees/hiring-employees

http://canadabusiness.ca/managing-your-business/employees/hiring-employees

http://www.nolo.com/legal-encyclopedia/human-resources

http://www.canada.ca/en/services/business/hire.html

http://www.dol.gov/general/topic/wages/minimumwage

http://www.dol.gov/general/topic/wages/minimumwage

http://www.canada.ca/en/employment-social-development.html

http://www.canada.ca/en/employment-social-development.html

http://srv116.services.gc.ca/dimt-wid/sm-mw/rpt1.aspx

http://srv116.services.gc.ca/dimt-wid/sm-mw/rpt1.aspx



Overtime Wages

If your employees are considered nonexempt employees, they are eligible to receive overtime wages. Take a good look at what overtime wages will cost your business and if it makes sense to hire an extra employee instead.

Workers’ Compensation

The cost of Workers’ Compensation insurance is based on rates determined by industry classification.

Other Costs

You will need to determine costs for unemployment insurance, paid vacations, sick days, holidays or bonuses for employees, and medical benefits. Also you must determine if you will set up an employee commission structure or offer additional compensation for employees on jury duty. Some of these are mandatory, and others will be based on your personal decision about what will work best for your budget and business.

Complying with Law

The U.S. and Canadian governments have many laws that protect workers in the workplace. It is important to be aware of these laws and to make sure that your business abides by them. Also, ensuring compliance with all workplace laws will help you protect your business from the occasional disgruntled employee.

Check with your state or province’s labor office to make sure you are clear about all the forms employees must fill out in order to work for you. The sites below give more information on legal paperwork, including where to get blank copies of the forms your employees will need to fill out.

• IRS – Employment Tax Forms www.irs.gov/businesses/small-businesses-self-employed/employment-tax-forms


http://www.irs.gov/businesses/small-businesses-self-employed/employment-tax-forms

http://www.irs.gov/businesses/small-businesses-self-employed/employment-tax-forms



• Canada Revenue Agency www.canada.ca/en/revenue-agency/services/forms-publications.html

Each new employee needs to fill out paperwork prior to their first paycheck being issued. In the U.S. this will be a W-4 and an I-9 form. In Canada, the employee will have to complete a T-4 and fill out a Canada Pension form. Both the W-4 and the T-4 are legal documents verifying the tax deductions a new employee has. The amount of tax you will withhold as an employer varies and is based on the required deductions an employee has as specified by the federal government. Make sure you retain the forms in a folder labeled with their name and store them in a readily accessible place such as a filing cabinet in your office.

4.6.3 Finding Support StaffSo, how do you find staff when you need help? There are several routes you can take, including running an ad in the classified section of your area newspaper, working with an employment service, or seeking help on an online job site such as those mentioned in section 5.1.5.

However, the first place to start is by using word of mouth to get the word out that you are looking to hire someone. Ask friends, family, and acquaintances if they know anyone who might be a good candidate to work with your business. You can also spread the word through organizations that you belong to. You can find out more about networking in section 5.3.

If you need help for just a limited time, you might consider contacting a temporary employee service. These services provide employees on a temporary basis. You pay the service, and the service pays the employee. It also provides benefits to the employee and takes care of payroll, taxes and so forth. You’ll likely need to pay more to the service than you’d pay to a permanent employee, but if you only need help for a limited amount of time, it may be worth it.

The selection process starts with the prospective employee filling out an application. Here are some other things to look out for when prospective employees come in to fill out an application or drop off a resume:

• Are they dressed nicely? Well-groomed?


http://www.canada.ca/en/revenue-agency/services/forms-publications.html

http://www.canada.ca/en/revenue-agency/services/forms-publications.html



• Are they polite or do they say, “Gimme an application”?

• Are they alone? Chances are that if the potential employee can’t come to fill out an application without their best friend, they can’t work without their friends either.

• What does your gut instinct tell you?

4.6.4 The Interview ProcessThe purpose of an interview is to get to know potential applicants as much as you can in a short period of time. It is therefore important that most of that time be spent getting the applicants to talk about themselves. Most employers with limited interviewing experience spend too much time talking about the job or their business. And while that is certainly important, it won’t help you learn about the applicant or find out if that person is a good match for your party planning service. A good rule of thumb to follow is that the applicant should do 80% of the talking.

To make the best use of your time, have a list of questions prepared in advance. This will keep the process consistent between applicants. You can always add questions that pop up based on their answers as you go along.

To get a sense of how an employee will actually behave on the job, it is also a good idea to ask “behavioral questions.” Behavioral questions ask applicants to give answers based on their past behavior. An example is “Tell me about a time you had to deal with a difficult customer. What was the situation and how did you handle it?” Instead of giving hypothetical answers of what someone would do in a particular situation, the applicant must give examples of what they actually have done. While people’s behavior can change, past performance is a better indicator of someone’s future behavior than hypothetical answers.

You can also ask questions that communicate your company policies to discover if the applicant will have any issues in these areas. Some examples are:

• When you are working, I expect your full attention to be on my customers. I do not allow private phone calls unless it is an emergency. Is that a problem?




• It is important that we open on time. I expect my workers to be punctual. Is there anything that could keep you from being on time for every shift?

By being clear on specifics and details in the interview, you can hash out any potential problems right then and there or agree to go your own ways because it is not going to work.

What You Can and Can’t Ask

You should be aware that there are some things you simply cannot ask about during a job interview. Some are illegal and others are insulting and open the door to charges of discrimination. They include questions about:

• Age

• Race

• Religion

• Marital status

• Family status or pregnancy

• Disability

• Workers Compensation claims

• Injury

• Medical condition

• Sexual orientation

4.6.5 ReferencesOnce you have found an applicant who appears to be a good fit, you can learn more by checking their references. The best references are former employers. (Former co-workers may be friends who will give glowing references no matter how well the employee performed.)




Many companies will not give you detailed information about a past employee. They are only required to give you employment dates and sometimes they will confirm salary. But many times you will be able to learn a lot about a potential applicant from a reference phone call. A good employee is often remembered fondly and even asked about by a former employer. An employer may not be able to tell you much about a bad employee for liability reasons, but they can answer the question “Is this employee eligible to be rehired?”

Here are some other suggested questions:

• How long did this person work for you? (This establishes the accuracy of their application.)

• How well did they get along with everyone? (This will give you information about team skills.)

• Did they take direction well? (This is another way of asking, “Did they do their job ?”)

• Could they work independently? (Or did they sit around waiting to be told what to do next?)

• How did they handle stressful situations? (This is important, especially if you are busy.)

If the references make you feel comfortable, call the employee to let them know they have a job and to come in and fill out the paperwork.




5. Getting Clients

5.1 Marketing ToolsWhen you start a new business, you will have to invest in some business promotional tools at the outset. These tools should be designed in a way consistent way to promote both your business and the style of your business; this includes the choice and use of a logo.

An attractive logo is an important part of branding your business; a logo may be used to tie together all your printed materials as well as be displayed on your website. There are companies such as DesignContest (www.designcontest.com/logo-design) and Fiverr (www.fiverr.com/categories/graphics-design/creative-logo-design) that help you find a logo designer for a reasonable price. If you have a concept for a logo in mind and you feel creative, you can design your own logo. Logo design software such as Logo Design Studio (www.summitsoft.com/logo-center.html) or LogoMaker (www.logomaker.com) can be obtained for around $50.


http://www.designcontest.com/logo-design

http://www.fiverr.com/categories/graphics-design/creative-logo-design

http://www.fiverr.com/categories/graphics-design/creative-logo-design

http://www.summitsoft.com/logo-center.html

http://www.summitsoft.com/logo-center.html

http://www.logomaker.com



Your portfolios (themed collections of your photos) and promotional tools (business cards, brochures, website, etc.) serve an important role. They speak for your business 24 hours a day — they are your representative when you are not there to talk about your work. They need to be unified, powerful, and professional. Most of all, they need to be an accurate reflection of what your business offers.

5.1.1 A Professional PortfolioThe most powerful tool you have to sell yourself to potential clients is a portfolio. This collection of images represents both the scope of your ability, as well as the style that defines your work. To accomplish these two tasks the collection must be suitably diverse, but still cohesive.

Before the digital age, a portfolio meant an artist’s album that clients could physically handle, with enlargements in color and black and white. This type of physical portfolio can still be useful to have at tradeshows, in your office, and at other times when you are meeting with a client face to face.

The difference in today’s market is that most people now begin their search for service providers online. On your website, you’ll include a digital version of your portfolio (a virtual “gallery”) that potential clients can browse. You may also choose to have a DVD or CD-ROM version of your portfolio available for clients who request it, as well as for display on your laptop at face-to-face meetings.

Physical Portfolio

When you are just starting out, you may be at a loss as to what to include in your portfolio. Section 3.2.2 has some ideas of how to get photos you can use before you have paying jobs. It’s also important that the contract for every wedding or portrait you shoot includes a model release stating that you are allowed to use their (or their children’s) photos in a variety of uses in order to promote your business.

TIP: You can find a variety of modifications of a standard model release online, or in resources such as Photographer’s Market. Most recently edited by Noel Rivera (previously by Mary Bostic and before that, by Donna Poehner), this guide is issued yearly. The current (at press time 2018)




41st edition is over 600 pages with a MSRP of $35.00; you can also look for an older edition for less money: Thousands of successful photographers have trusted Photographer’s Market as a resource for growing their businesses. This edition contains the most comprehensive and up-to-date market contacts for working professional photographers today: magazines, book publishers, greeting card companies, stock agencies, advertising firms, photo contests, and more.

A physical portfolio album should include about 20 representative images. The 8″x10″ size is appropriate unless you feel a different size communicates your style better. If you are promoting yourself as a wedding photographer, you can show a complete wedding (usually 20 to 40 images) as your portfolio, and have a few different portfolios of different styles available. Portrait photographers may also choose to have different portfolios for children, adults, pets, and other genres of their work.

Review section 2.4.4 for more on sourcing albums. In lieu of an album, consider using a portfolio case, which you can find at sources such as Dick Blick (visit www.dickblick.com and search for ‘portfolio’) or at a local art supply store. Portfolio or presentation cases comes in a variety of sizes (for example, 11” x 14”, 14” x 17”, 17” x 22”) and cost from about $15 to $150-plus, depending on the size, material, and how fancy you want it to be.

Display wedding portfolios as the client will receive them, in the most expensive album you offer. An alternative to the album is the memory box, which contains a number of matted prints that can be removed and viewed one at a time, like a boxed deck of cards. Creative or emotion-invoking captions can be an effective addition to either of these styles.

Most importantly, your portfolio should communicate to clients what it is that is unique about your work. Remember that you are also displaying your creative talent, so if you can provide special effects, sloppy borders, or some creative layout, make sure that part of your portfolio demonstrates these value-added features.


http://www.dickblick.com



You can also include other materials that attest to your professionalism, such as your bio, a mission statement, press coverage, and membership certificates for professional associations. Update your portfolio as you grow your business, modernize your style, or simply as time goes by so that it continues to be an accurate representation.

More than one artist has learned the hard way that portfolios are prone to being lost. It is a good idea to have a back-up version of your portfolio to protect you if this ever happens, so you aren’t rushed to prepare another one while clients wait. While you will be able to make more prints of lost photos, don’t include originals of certificates, diplomas, or other irreplaceable materials. A good color photocopy will do the trick for those.

Digital Portfolio

On your website, you have the option to display as many portfolio images as you wish, but take care not to overwhelm the viewer. Most clients will make a decision about your talents in the first 10 or so clicks. Many photographers like to use the latest web technology to display their work as a slideshow set to music. Just make sure that the music is not irritating (ask a few friends), and that it is copyright-free, or you have permission to use it without paying each time it plays.

You can break down your gallery into subsections that open up on a theme — say, maternity, or the wedding of a certain couple. A thumbnail image that can be clicked to enlarge saves download time for your viewers.

Software for constructing E-portfolios include Format (https://format.com), Pathbrite (https://pathbrite.com), and Portfolium (https://portfolium.com). You can link to your E-portfolio from your own website, as well as from online directories in which you list business, your blog posts, your email signature, mailers and handouts, and other uses.

If you prepare a digital portfolio, save the files in a readily accessible format that can be viewed on a PC or Mac, such as a JPEG or a PDF. Images should be color corrected to look as good as possible on average monitor settings.


https://format.com

https://format.com

https://pathbrite.com

https://portfolium.com

https://portfolium.com



5.1.2 Printed MaterialsIn order to effectively market your photography business you’ll need some support, in the form of business cards, brochures, and a few other goodies. These tools remind past clients of your services, and let potential clients learn more about what you do. They should be matched to your target market in wording, image selection, and even print quality.

Unlike a grocery store you’re not selling essentials, so you have to use a different tactic. Appeal to people’s emotions with strong images and evocative language. If you offer a boutique environment and specialized service, say so. Use testimonials from satisfied clients to show you do what you say. And always send people to your website to learn more!

Your printed materials include business cards, stationery (such as letterhead, envelopes, and mailing labels), and other marketing materials such as brochures.

If you have a computer with a high quality printer, you may be able to inexpensively print professional looking materials from your own computer. Free templates for the print materials you are likely to need in your business can be found online.

An excellent resource is the Microsoft Office Online Templates Homepage at https://templates.office.com. At this site you can search a database to find templates for:

• Business stationery (envelopes, faxes, labels, letters, memos, etc.)

• Marketing materials (brochures, flyers, newsletters, postcards, etc.)

• Other business documents (expense reports, invoices, receipts, time sheets, etc.)

As an alternative to printing materials yourself, and for materials that won’t fit through your printer (such as folders), consider using a company that provides printing services. Beautiful stationery can convey to prospective clients that you have a good eye and a high standard of excellence. Your printed materials can be easily designed,


https://templates.office.com



paid for and delivered without leaving the house. Here are links to some companies that provide printing services for small businesses:

• FedEx Office www.fedex.com/us/office/online-printing-services.html

• The Paper Mill Store www.thepapermillstore.com

• Vistaprint www.vistaprint.com

• MOO www.moo.com/us

• Jukebox www.jukeboxprint.com

While the resources listed above can help with all your printing needs, here is some advice about two types of materials that are particularly important for marketing purposes – business cards and brochures.

Business Cards

The first item on the promotional agenda will be business cards. These should state your name, your business name, your phone number, your email address, and your website. If you have an offsite studio you can list the address, but most people who work from home choose to leave this detail out. That way no one can stop by unannounced, or harass you in your off-hours.

The basic information to list on your business cards includes:

• Your name

• Your title (such as President or Owner)

• Your company name

• Your contact information (phone numbers, email address, fax number)

• Your web address


http://www.fedex.com/us/office/online-printing-services.html

http://www.thepapermillstore.com

http://www.vistaprint.com

http://www.moo.com/us

http://www.jukeboxprint.com



In addition, consider including the following items to promote you and your photography services.

• Professional memberships and certifications (e.g. Member, IAPO International Association of Professional Photographers)

• Your specializations and services offered

• Company logo

• Your mailing address (use a personal mailbox from a company such as Mail Boxes Etc. in lieu of your home address)

Keep business cards the standard size, 2 x 3 ½ inches, and if possible, invest in a sturdy card that has a good weight and feel to it. The cost of business cards can vary depending on how much or how little of the work you do creating them.

You can hire a graphic artist to design a logo, do the layout and even arrange for printing; most print shops have a design specialist on staff to help with these matters. Or, you can easily do it yourself. Whichever way you decide to go, make sure your business card is a reflection of you and your photography business.

Your business card should be printed on good-quality card stock, in a font that reads clearly. You might find that a photo of you is not out of place on your card. You should be able to get several hundred business cards printed for less than $100. Expect to pay a bit more for gloss or four-color printing when you include a photo.

If your budget is limited, a good source for high quality low-cost cards is VistaPrint at www.vistaprint.com. Visit their site to see a wide variety of designs you can consider; you can upload your logo and do the design yourself in a matter of an hour or so.

TIP: Check online at sites like RetailMeNot for a VistaPrint coupon; there is almost always one available.

Once your cards are printed, always keep some on hand, you never know whom you might run into. Keeping your business cards in a case is more professional than keeping them scattered across the bottom of your briefcase or bag. It will also ensure that you only hand out pristine cards, and not a worn or stained card.


http://www.vistaprint.com



Pass your business cards out whenever it is appropriate. Give them to your friends, your relatives, people you meet at social functions, the people behind the counter at your local coffee shop, your dentist, your mail carrier. Mention that you are a professional photographer when handing out your card, so that people will look at it later and make the connection. When you send letters to people, stick a business card in the envelope.

Brochures

You will have many opportunities to give out your business card. But there are also times to give out brochures. A brochure can be an effective handout at tradeshows, or to leave at complementary businesses such as children’s clothing stores or jewelers. A brochure can explain the finer points of your business when you are not there to do it yourself; it should be colorful enough to catch the attention of clients, but not too busy; professional, flawlessly proofed, informative, interesting, and memorable. Match the quality of your brochure to the cost of your service and product; clients will judge you on the quality of these images.

Often misunderstood, the purpose of a brochure is not to land business, but to pique interest. Therefore, the brochure is typically not the place for a pricelist, or suggestions on what to wear to the studio. In fact, many photographers have very little copy on their brochures, letting the images speak for themselves.

If you decide do want to talk about price in your brochure, you can give a starting range, unless you are a discount studio and you want clients to know prices right away. By printing a separate pricelist that can be inserted into brochures when desired, if your prices change (and they may from season to season), you aren’t stuck reprinting thousands of brochures.

You may choose to have several brochures for different target markets. Along with the information found on your business card, brochures might include:

• Information about the services you provide

• A description of your professional qualification




• Example photographs you’ve taken; if you’re designing more than one brochure, these might vary from wedding photos to baby photos to pet photos

• A short bio and photograph of you

• Testimonial quotes from satisfied clients

• Your association affiliations and their logos

• Anything else that you feel gives your business credibility

What if you aren’t a writer or you have never made your own brochure before? You can still put together a great brochure if you follow these steps.

Get Some Examples

Networking or attending a trade show are great ways to gather marketing materials to look at. You don’t necessarily have to see the brochures of other photographers — any brochure that sells a service prepared by a self-employed or small business owner is helpful for you to view.

Jot Down Your Ideas

These ideas can later be used to create a rough draft for your brochure. You can also use the work you did in Chapter 5 in which you brainstormed about and described your business to come up with your brochure ideas.

Write Your Bio

A bio is a short, biographical paragraph (or two) about you. It should include your name and company’s name, and the area your business serves; your professional focus or specialty; your recent claims to fame; and products or services your business offers that are especially interesting. You can save this bio and use it with press releases, articles you write, and on your website.




Make a Rough Draft

You can make a rough draft with the information you have so far. One easy way to do this is with a pencil and a piece of paper. Just take a standard-sized piece of paper and fold it as your brochure will be folded. Most brochures are three-panel brochures, so fold your rough draft paper just as if you are folding a letter to place in an envelope. Sketch out how you want the information to appear.

Lay it Out

Now that you have a rough draft, you are ready to move to your computer. Some software programs like MS Publisher have “wizard” features that allow you to move through pre-organized template steps and simply fill in your text and add pictures and logos. If you are new to desktop publishing, MS Word is a little easier to use, but has some limits to it as well.

If you want to design your own brochures, you can find brochure templates at the Microsoft Office website mentioned at the beginning of this section. To illustrate it, you can purchase low-cost photos through websites such as iStock (www.istockphoto.com), Dreamstime (www.dreamstime.com), and Shutterstock (www.shutterstock.com). If you want to publish photos of your own clients or staff, whether on your website or in print, be sure you have them sign a release form that gives you permission to use the images in any of your promotional materials without compensation. Most people are happy to have their images used in such a positive way but there may be exceptions. Here is a sample of a release form you can use.

Sample Release Form

I hereby give (insert your name) permission to use my photograph taken of me on (insert date) at (insert location) for promotional, on-line or commercial purposes. I am of legal age.

_____________________________ _______________________(Print Name) (Date)

_____________________________(Signature)


http://www.istockphoto.com



http://www.shutterstock.com



Feel free to be creative and stand out in your design. When your brochure is lumped in a bag with 200 others after a tradeshow, anything that makes it unique is going to help it get read. Just be aware that odd sizes will usually cost you more should you decide to use the brochure as a mailer. One way around this is to use a postcard instead for mail promotions.

But postcards do not have to be mailed to be useful; they’re a cost-effective item to give out in person as well. Many printing companies offer postcards at reasonable prices, and some (for instance www.postcardmania.com and www.modernpostcard.com) specialize in both printing and mailing them from a mailing list you provide.

After any printed materials are designed, proof super-carefully; get a friend with a sharp eye to look, too, and let you know if any areas are unclear. You’re then ready to find a printer and select paper.

Other Ideas

Depending on the nature of your business, some promotional “freebies” for distribution in the community may not be a bad idea. Think about printing a calendar of your recent work. Partner with a real estate agent or insurance company, and all you may need to supply is the photos, while they pick up the printing costs. Magnetic photo frames or notepads with a signature image and your contact info can also be effective, provided they are geared towards your target market.

5.1.3 Your WebsiteToday’s consumers expect you to have a web presence, and will often decide not to do business with you if you neglect this aspect of your marketing. While the idea of designing a website may seem intimidating, it doesn’t have to be complicated.

What to Include

The focus of the site should be a gallery of representative images highlighting the breadth of your work and your unique style. As mentioned, having these come up as thumbnails will allow the page to come up faster, then clients can click on the thumbnails to enlarge


http://www.postcardmania.com

http://www.postcardmania.com

http://www.modernpostcard.com



them. Ask your web designer to protect the images on your site from theft, and include a copyright notice.

If you don’t mind paying extra, a slideshow of images set to music or a short video, especially as an intro, can be very effective. Other things you may choose to include:

• Prices and packages

• Your mission statement or vision for your photos

• Your background as a photographer

• Tips for what to wear during a photo session

• FAQ (to save time during consultation)

• Products and accessories for sale

• Testimonials from past clients

• Current promotions (updated frequently)

• A sign-up for your newsletter

TIP: You can send out email newsletters inexpensively through a company such as Constant Contact at www.constantcontact.com. The cost starts at $20 per month for a list of up to 500 people, and a free trial is available. Other companies that do email newsletters and autoresponders include AWeber (www.aweber.com), Campaign Monitor (www.campaignmonitor.com), and MailChimp (www.mailchimp.com).

Developing Your Website

First, visit other successful professional photographer’s sites to get ideas for your own site.

Next, you’ll need to get an address, or domain name, for your site. There are a number of sites where you can search for and register a domain name. One web host we have found that provides good service for a low cost is www.godaddy.com. Yahoo! also offers a quick


http://www.constantcontact.com

http://www.constantcontact.com

http://www.aweber.com

http://www.campaignmonitor.com

http://www.mailchimp.com

http://www.mailchimp.com

http://www.godaddy.com



search for domain name availability via subsidiary Aabaco at www.aabacosmallbusiness.com/domains.

If your preferred domain name is available, but you’re not yet ready with your website, you can also “park” your domain. This means that you register the domain so that someone else does not take it before you’re up and running with your business website. You then park the domain with your web host.

Once you register your domain, you will need to find a place to “host” it. You can host it with the same company where you’ve registered the name. For example, if you register a domain name through GoDaddy, you might use their hosting services to put your website online. Another low-cost option is Bluehost (www.bluehost.com). Yahoo! offers a popular low-cost web hosting service at service at http://smallbusiness-domain.com/yahoohost. You can find a wide variety of other companies that provide hosting services by doing an online search. Before choosing a web host, use the internet to research web hosting scams to help you avoid similar problems.

Another option is to use a free blog service such as WordPress. It allows you to set up your site as a traditional web site rather than a blog, if you wish.

First impressions mean a lot! Your potential clients/customers will judge the quality of your business and services by what they see on your website. If you don’t have the time or expertise to design a polished, professional website yourself, you should hire a professional web developer to build and maintain your website.

Feel free to reach out to the FabJob webmaster Eric Davis (owner of Internet Marketing Solutions Group: www.imsolutionsgroup.com) at [email protected] or contact him via his website. He will be able to help your business with all of your online needs.

But creating the website is only half the battle — adding to and updating it frequently is important, yet time-consuming. If you don’t have the time to spend on maintaining a website, you may prefer to pay to outsource its ongoing maintenance.


http://www.aabacosmallbusiness.com/domains

http://www.aabacosmallbusiness.com/domains

http://www.bluehost.com

http://smallbusiness-domain.com/yahoohost

http://smallbusiness-domain.com/yahoohost

http://www.imsolutionsgroup.com

mailto:[email protected]?subject=



Software such as Microsoft Expression Web or Adobe Dreamweaver has made creating web pages possible for just about anyone with the time and energy. If you are already experienced at creating web pages, or learn quickly, you can design your website yourself; if you don’t have design software already, check out free programs like SeaMonkey (available at www.seamonkey-project.org). You may also use the website development tools offered by domain and hosting companies described above.

TIP: Some photographers use their website to allow clients to view proofs of their photo session or event online. Clients are given a sign-in ID to access their page of proofs, and then they can show up for a selection appointment with some ideas in mind. While clients appreciate the convenience, you tend to then lose the emotional impact of presenting images to clients for the first time. For some markets, this may translate to lost sales, so make sure this service is a fit for your business. And you’ll need to be sure the proofs are copy-protected, so the clients can’t download your photos directly to their own computers! Check out www.pic-time.com for an example application.

Promoting Your Site

A great site is only as good as how many people it attracts. No matter how much you spend on creating your website, if people don’t know it exists, it won’t help your business. Once you have set things in motion and your website is ‘live,’ put your website address on absolutely everything you send out. Put it in your email signature and on all your printed materials. Encourage people to visit your site by mentioning it as often as you can, for example, whenever you write an article, give a presentation, or are interviewed by the media.

Make certain you list your site on all your business forms, cards, brochures, signs, and even your car, van or truck. (Check out car door magnets at www.vistaprint.com/car-door-magnets.aspx.) If you list items for sale on any other website, like eBay for example, add your website address. If you spend time on blogs or newsgroups, add your site’s hyperlink to your signature.


http://www.seamonkey-project.org

http://www.pic-time.com

http://www.pic-time.com

http://www.vistaprint.com/car-door-magnets.aspx



Make sure people can find your website by getting it into the search engines and listing it with industry websites. While some sites and search engines charge a fee to guarantee that your website will be included in their directory, you can submit your website for free to Google at https://support.google.com/webmasters/answer/6259634. Once you’re on Google, your site is likely to be found by other search engines as well.

Your web hosting company may offer a search engine submission service for an additional fee. You can find information about “optimizing” your website, to help it rank higher on search engines, at the Search Engine Watch website at http://searchenginewatch.com and at Google’s Webmaster Help Center at https://support.google.com/webmasters/answer/35769.

Consider attending Google’s Webmaster Academy at https://support.google.com/webmasters/answer/6001102. And be sure that your business can easily be found online by listing your business at major search engines and internet directories, including:

• Angie’s List https://business.angieslist.com

• Bing www.bingplaces.com

• CitySearch www.citysearch.com

• Foursquare http://business.foursquare.com

• Google My Business www.google.com/business

• Super Pages www.superpages.com

• MerchantCircle www.merchantcircle.com/corporate/landing/signup.html

• Yahoo Local https://local.yahoo.com


https://support.google.com/webmasters/answer/6259634

http://searchenginewatch.com





https://business.angieslist.com

http://www.bingplaces.com

http://www.citysearch.com

http://business.foursquare.com

http://www.google.com/business

http://www.superpages.com

http://www.merchantcircle.com/corporate/landing/signup.html

https://local.yahoo.com



• Yelp https://biz.yelp.com

And to be sure you are easy to find on GPS navigational devices, unless you are doing business out of your home, register your business at:

• GPS Data Team www.gps-data-team.com/corporate_customers.html

• Express Update www.expressupdate.com

In addition to the free search engine listings, you can advertise on the search engines. See section 5.2.1 for more information.

5.1.4 Social Media If you have a good chunk of time to devote to online marketing, you can use social networking sites such as Facebook (www.facebook.com) and LinkedIn (www.linkedin.com), do micro-blogging (brief updates) at Twitter (www.twitter.com), create videos to post at YouTube (www.youtube.com), and create pages for sites such as Hub Pages (http://hubpages.com), among other online marketing activities.

Effective use of social media platforms has fast become almost a necessity in marketing small businesses. One important way to learn and to interact is to follow what content your competition is presenting. The bookseller Amazon lists over 200 titles in the category ‘Social Media for Business,’ and the Internet offers countless articles as well. I will not attempt to cover the topic in detail but rather provide a brief overview of several major social media venues that you may find offer useful accessories to your website.

Yelpwww.yelp.comYelp provides a business review guide in major urban areas. Originally started in San Francisco in 2005 as a restaurant review site, Yelp is now used by over 84 million unique users per month in over 20 countries to check out local businesses providing goods and services ranging from nightlife to auto repairs to medical services. Anyone can read Yelp reviews, but users must open a free account to be able to write reviews, which allow the user to assign a one-star to five-star rating as


https://biz.yelp.com

http://www.gps-data-team.com/corporate_customers.html

http://www.expressupdate.com

http://www.facebook.com

http://www.linkedin.com

http://www.twitter.com

http://www.youtube.com


http://hubpages.com

http://hubpages.com

http://www.yelp.com



well as to write about what they like (or don’t like) about businesses they’ve patronized. A free Business Owner account is also available, by which businesses may reply to reviews as well as message users, add photos to their listings, engage in a variety of promotional activities, and view trends and statistics for their own page. Yelp is supported by advertising revenue; advertising can be targeted in a variety of ways, including having your business ad appear when users view your competitor’s page and blocking competitor’s ads from appearing to viewers of your page.

Tumblrwww.tumblr.com Owned by Yahoo, Tumblr is a microblogging and social networking platform. Profiles may be public or private; many features are free, but some premium features are offered for an initial or a monthly fee. Registered users may follow other users (and be followed), re-blog posts, and post ‘likes’ so that one’s friends may view what one has found interesting. Along with text, both still images and videos may be posted, and a limited amount of ecommerce can take place via PayPal or other avenues. Users can choose their pages to appear with a free theme, or hire a designer to provide a custom theme. Launched in 2007, on some days over 100 million posts are made by users around the world. Advertising revenue is the main support for Tumblr, although recently companies have been offered opportunities to pay to promote their own content to larger audiences.

Google+https://plus.google.comOwned by Google, Inc., Google+ was introduced in mid-2011 and is already second to Facebook in social media, with over 540 million active users every month. Described by its developers as a ‘social layer’ rather than a social network, Google+ operates similarly to Facebook but with a larger suite of features, including Circles, Hangouts, and Sparks, all of which are fully mobile. A Google+ profile is also the anchor for many Google services such as Google Wallet, Google Music, and Google Local. Google+ Pages is the feature for organizations (e.g., businesses rather than individuals) to post profiles and content and collect fans/followers. Be sure to check out the authorship tool, which allows you to link content you’ve created around the web (such as an article you’ve had published at another website) back to your Google+ profile.


http://www.tumblr.com

https://plus.google.com



Facebookwww.facebook.comWith over 1 billion users and translated into 37 languages, Facebook nation is the world’s largest social network with three times the population of the United States. You must first register to create a profile, then you can access features such as posting photos/videos; adding contacts with whom you may exchange messages and live chat; publicizing events including issuing invitations and tracking planned attendance; and posting ‘classified’ listings in the Marketplace. There is no charge to join and use Facebook; it is supported by advertising revenue.

Twitterwww.twitter.comTwitter is a social networking and microblogging service that allows users to send and read text messages limited to 140 characters, which are referred to as “tweets.” Founded in 2006, there are already over 200 million registered users sending 58 million tweets per day. As a registered user, you can both post and read tweets, but unregistered users can only read tweets. You may tag each of your tweets with a hashtag (#) subject line, allowing users who were not actually sent the original tweet to access the message. Twitter offers analytic tools that which allow the user to review the performance and impact of their various messages. There is no charge to join and use Twitter; it is supported by advertising revenue.

Pinterestwww.pinterest.comPinterest is a social networking site that lets users create visual bulletin boards of their interests including recipes, images, videos, and ideas. It is a virtual bookmarking tool where you “pin” things of interest. Your “pins” can be shared on other social networks like Twitter and Facebook. For businesses, it is a great way to showcase your work portfolio, and others can “pin” images from your board onto their Pinterest and other social media accounts. You can also embed Pinterest to function within your own website.

Instagramwww.instagram.comInstagram is a popular social media app for sharing pictures and videos. Snatched up by Facebook as a huge opportunity, as of September 2015,


http://www.facebook.com

http://www.twitter.com

http://www.pinterest.com

http://www.instagram.com



the app boasted over 400 million users worldwide. You can embed Instagram photos onto your website or blog, making it a useful tool for marketing, as well as link it directly to your site. You can cultivate a following through sharing engaging posts and tips related to your business, as well as engage potential clients.

Periscopewww.periscope.comPeriscope is an app that allows you to live stream video broadcasts from anywhere in the world. Owned by Twitter, Periscope boasts over 10 million subscribers and has over 4 million active daily users as of this year. Although video streams are in real time, they can be saved and posted for later viewing. It can help bring exposure and help you connect with potential clients. Q&A chats and live demonstrations are a couple of ways you may want to use it.

LinkedInwww.linkedin.comLinkedIn is a social networking website for people in professional occupations. Launched in 2003, LinkedIn now has over 250 million members in over 200 countries and territories. Along with posting profile information similar to that found in a resume, users can establish and maintain ‘connections’ (people who have some sort of relationship to the user). A contact network is then built up consisting of the user’s direct connections, the connections of each of their connections (or ‘second-degree connections’) and also the connections of second-degree connections (or ‘third-degree connections’), so that the user may gain access by messaging new virtual acquaintances through mutual contacts. There is no charge to join and use basic LinkedIn, but there is a subscription charge to access various ‘Premium’ services.

YouTubewww.youtube.comYouTube is a video-sharing website owned by Google on which users can upload, view and share videos; videos stream on your computer or other device using Adobe Flash Player (a free download application). Launched in 2007, there are currently over 4 billion video views per day. Over one million users (known as ‘creators’) have posted videos, which are viewed by over one billion unique users every month. You need to register to post videos, but unregistered users are free to view most videos (with the exception of ‘adult’ content). Youtube videos may


http://www.periscope.com

http://www.linkedin.com




be viewed on the Youtube website or embedded in and viewed at other websites. Although there is a premium subscription service available, there is no charge to join Youtube, and the vast majority of videos on YouTube are free to view, being supported by advertising revenue. In fact, if you post a popular video, you can earn money by selling space to run advertising (called a ‘pre-roll’) as an integral and unavoidable part of your video.

Many entrepreneurs find the number of online “social media” sites overwhelming. If you want to learn more about how to use them, consider purchasing a book on the subject such as Social Media Explained: Untangling the World’s Most Misunderstood Business Trend by Mark W. Schaefer. Even if you decide not to use online social media, you can nevertheless market your business online using methods discussed earlier in this chapter, such as building a website and publishing an email newsletter.

TIP: Search your own name online from time to time, to make sure anyone who mentions you is doing so glowingly. If you find a negative review or comment, see if you can contact the individual to resolve the situation, or try to outweigh it elsewhere with the positive.

5.1.5 Online Photographer’s Directories and Freelance Sites

After you’ve set up your website, listed your business in your local online business directories, and begun exploring social media, you’ll also want to consider getting listed in specialized online directories of photographers and making yourself available to people who hire freelance photographers!

Directories of Photographers

The idea at work here is that a potential client may instruct their favorite search engine to ‘find a professional photographer,’ click on a directory (such as www.photographydirectoryproject.com), and then find your listing using the geographical search feature.


http://www.photographydirectoryproject.com



While getting listed on the local business directories (as in section 5.1.3) is generally free, you’ll likely need to subscribe to get listed on specialized photography online directories; you might be paying a specific amount per month/year, or you might pay for each ‘click’ to your website generated from the listing. There are likely to be options to make your listing stand out, usually by paying a premium to be listed first, or with a display ad.

TIP: If the listing is free, expect to be pestered with emails and even phone calls offering to help you build your business, improve your website, and so on. Everyone has to make their money somewhere.

Some of the professional photography associations have online directories that you are added to with membership; for example, check out www.ppa.com/findaphotographer (and its regional affiliates) and www.asmp.org/find-a-photographer. These can be very effective, since potential clients will be associating you with the professional name. In some cases you may need to apply and be considered for inclusion. Find out when you sign up and pay your fees.

There are many online directories geared towards wedding service providers. The most well known is TheKnot.com, which also prints locally-based wedding magazines you can choose to advertise in. (Hand-in-hand with being the most well known is that they are one of the most expensive places to advertise as well.) See www.theknot.com/wedding-photography-videography, and also check out Wedding Wire at www.weddingwire.com/wedding-photographers. There are also numerous party planning sites you can list with.

If you aren’t sure what listings will work in your area, think like a client. Type the name of your city or region and “photography” or “photographer” into Google, and check out the first three directories that come up. Alternatively, think of three photographers who are your local competition, and figure out in which directories they’ve chosen to list.

In no particular order, below are examples of online directories of photographers. Some are special purpose, and some are general; in all cases, do your research before making the choice which is right for you:


http://www.ppa.com/findaphotographer

http://www.asmp.org/find-a-photographer

http://www.theknot.com/wedding-photography-videography

http://www.theknot.com/wedding-photography-videography

http://www.weddingwire.com/wedding-photographers



• www.photoshelter.com/explore/photographers

• www.smartshoot.com/creatives

• www.photographercentral.com

• www.photosesh.com

• https://meetaphotographer.com/photographers

• www.airbnb.com/professional_photography

• www.flytographer.com

• www.thumbtack.com/k/event-photographers/near-me

• www.imagebrief.com/photographers

• http://snapknot.com

• www.fearlessphotographers.com

• http://the-photographer-directory.com/photodirectory

• www.photographydirectoryproject.com

• http://directory.photographyforrealestate.net

• www.marketingtool.com

• http://weddingphotolove.com

• http://findaphotographer.us

• www.photographersindex.com

• www.360cities.net/sitemap/photographers

And nestled right in between the category of simple ‘directories’ and outright ‘gigging’ (see below) are blended services like the one recently launched by 500px; see https://500px.com/directory and check out these articles:

• https://petapixel.com/2017/01/24/500px-unveils-directory-listing-helps-photographers-find-work

• https://fstoppers.com/business/500px-launches-worldwide-photographer-listings-called-directory-and-announces-162983


http://www.photoshelter.com/explore/photographers

http://www.smartshoot.com/creatives

http://www.photographercentral.com

http://www.photosesh.com

https://meetaphotographer.com/photographers

www.airbnb.com/professional_photography

http://www.flytographer.com

http://www.thumbtack.com/k/event-photographers/near-me

http://www.imagebrief.com/photographers

http://snapknot.com

http://www.fearlessphotographers.com

http://the-photographer-directory.com/photodirectory

http://www.photographydirectoryproject.com

http://directory.photographyforrealestate.net

http://www.marketingtool.com

http://weddingphotolove.com

http://findaphotographer.us

http://www.photographersindex.com

http://www.360cities.net/sitemap/photographers

https://500px.com/directory

https://petapixel.com/2017/01/24/500px-unveils-directory-listing-helps-photographers-find-work

https://petapixel.com/2017/01/24/500px-unveils-directory-listing-helps-photographers-find-work

https://fstoppers.com/business/500px-launches-worldwide-photographer-listings-called-directory-and-announces-162983

https://fstoppers.com/business/500px-launches-worldwide-photographer-listings-called-directory-and-announces-162983



Tapping the Gig Economy: Have Camera, Will Freelance

The ‘gig economy’ is a catch-phrase at press time (see for instance www.bls.gov/careeroutlook/2016/article/what-is-the-gig-economy.htm), but professional photographers have been gigging since, well...forever! In fact, tools that support the gig economy have just now caught up. If you’ve got skills and the desire, sites that bring together skilled freelancers and parties seeking their services include:

• www.upwork.com/hire/photography-freelancers

• https://stilio.com/photographers

• www.guru.com/d/freelancers/q/photographer

• www.freelancer.com/freelancers/skills/photography-videography

• www.workbook.com/directory/search/photographers

• www.creativejobscentral.com/photography-jobs

• https://photography.thecreativeloft.com

• www.gigmasters.com/services/photographer

• www.angieslist.com/research/photographer

• www.getphotographyjobs.com

• www.freelancephotographerjobs.com

• www.photography-jobs.net

• www.onlineprofilepros.com/freelance-photography-jobs

• www.fiverr.com

• www.greatlance.com

• www.creativehotlist.com

• www.modelmayhem.com


http://www.bls.gov/careeroutlook/2016/article/what-is-the-gig-economy.htm

http://www.bls.gov/careeroutlook/2016/article/what-is-the-gig-economy.htm

http://www.upwork.com/hire/photography-freelancers

https://stilio.com/photographers

http://www.guru.com/d/freelancers/q/photographer

http://www.freelancer.com/freelancers/skills/photography-videography

http://www.freelancer.com/freelancers/skills/photography-videography

http://www.workbook.com/directory/search/photographers

http://www.creativejobscentral.com/photography-jobs

https://photography.thecreativeloft.com

http://www.gigmasters.com/services/photographer

http://www.angieslist.com/research/photographer

http://www.getphotographyjobs.com

http://www.freelancephotographerjobs.com

http://www.photography-jobs.net

http://www.onlineprofilepros.com/freelance-photography-jobs

http://www.fiverr.com

http://www.greatlance.com

http://www.creativehotlist.com

http://www.modelmayhem.com



5.2 Marketing TechniquesNo two businesses are ever going to market themselves exactly the same. You will use the information you have gathered about your target market to determine what mix of the following techniques are likely to work for you. Marketing is always a work in progress, so if certain techniques don’t seem to be effective for you, you want to be open to changing them until you find you are generating leads and results.

In this section we’ll look at a variety of marketing techniques, including advertising, free publicity, networking, and promotional events. Consider as many of these techniques as possible to help you get the word out about who you are and what you do. Generating clients from marketing is not formulaic and not every strategy works for every photographer with the same success. The key is to determine what combination works best for you.

5.2.1 AdvertisingYou’ll hear a lot of people tell you that advertising doesn’t work, and in some cases that’s true. Ads need to be designed to catch your clients’ attention, and pique their interest in some way. Timing, placement in a publication, and how many times you are willing to run the ad can make a big difference in the way your ad is received.

This section will focus on the forms of advertising that are most often used by new photographers and include some tips that may assist you in considering other types of advertising in future. The best thing about advertising your business is that you control the message. Unlike word of mouth, where the information given out may be haphazard, in advertising every word can have a positive spin. You say where the message gets out, what the message says, how the message looks, who gets the message.

It’s important to know what advertising cannot do for your photography business. It’s not a magic wand to instantly improve your cash flow. It can’t fix the problem if your service is not valued or if it is substandard. Advertising money needs to be invested smartly. Investing 3 to 10 percent of your profits back into advertising is a typical amount, but you should do whatever seems right for your business.




When deciding where to advertise, you’ll want to know how much a particular advertisement costs, how long it will last, and most importantly, what consumers it will reach. You can find this information by contacting local media outlets and asking them to send you a rate card (also known as a media kit). Rate cards list the advertising options offered by the media outlet, and often include other useful information such as demographic statistics (age, gender, income level, etc.) about the target audience — the viewers, listeners, or readers the outlet reaches.

Telephone Directories

You have probably used the telephone directory many times. But before you buy an ad for your own business, you should carefully investigate the costs compared to the potential return. Many new business owners find a telephone directory ad does not make the phone ring off the hook with buyers. If someone does respond to your ad, they may be “shopping around,” so you must be prepared to invest time as well as advertising dollars if you use this method of advertising.

To minimize your risk, you might want to consider starting with a small display ad, such as a 1/8 page ad. If you can get your hands on a previous year’s edition of your local telephone directory, compare the ads from year to year. If you notice others have increased or decreased the size of their ads, this can give you an indication of what might work for you. Also, if you are doing information interviews, you can ask other photographers how well their telephone directory ads are working for them.

You can either design the ad yourself, have the telephone directory design it for you, or hire a designer. Take a look at the ads in your current telephone directory for ideas. If you are interested in advertising, contact your local telephone directory to speak with a sales rep. Check your phone book for contact information. See the suggestions below for tips on what to include in your ad.

TIP: Notice that in many regions, there are a variety of paper business directories (sometimes referred to as ‘yellow pages’) affiliated with different companies serving an area; be sure to research which rates and which distribution area is most appropriate for you. Also, you must read the




contract terms extremely carefully, especially in regards to automatic renewals and deadlines to change/cancel advertising for upcoming issues.

Online Advertising

In addition to or instead of an online Yellow Pages ad, you can look into other companies that specialize in online listings. One such service is Superpages.com. They offer a free business listing service as well as an enhanced version for a fee. Check their website at www.superpages.com for details.

Many businesses also use “pay-per-click” advertising to attract prospective clients. This involves paying for every visitor that a search engine sends to your website. You can find information about using pay-per-click advertising on Google, including how to target Internet users in your city, at https://adwords.google.com. Other sites you can advertise on include Yahoo!, Bing, and Facebook.

TIP: Advertising your services on CraigsList (www.craigslist.org) is free, but be aware you may attract more than your share of exasperating bargain hunters.

If you choose specific search terms that few other advertisers have bid on, you may be able to attract some visitors to your website for as little as five cents each. However, pay-per-click costs can add up quickly and some of the people clicking on your ads may simply be curious and not serious prospects for your business. So you should set a maximum dollar amount per day and monitor your results to determine if this type of advertising is effective for you. Note: the offers that result in sales online may also be effective in your print advertising.

Internet advertising is an intricate field, and one that is subject to rapid changes. Before you throw an interesting amount of money in this direction, you may wish to read up on the subject; your local library may be a source for recently published books, or try your favorite bookseller.




https://adwords.google.com

http://www.craigslist.org

http://www.craigslist.org



Newspapers and Magazines

Magazine and newspaper advertising can be expensive, and may not create enough business to cover the cost. You could spend thousands of dollars on an “advertorial” (an advertisement written as an article) and not get a single new client as a result. Magazine and newspaper advertising is most effective when it is targeted; you can spend some money advertising in a format that reaches people who have a need for your services, and get a return rate that more than justifies the cost.

Print advertising can be expensive, and may not generate the results you want unless you do it repeatedly. (It has been estimated that people need to see an advertisement three to seven times before buying.) If you choose to buy advertising, it will likely be most cost-effective to place ads in local magazines, local newspapers, or even the classifieds.

Read a magazine or newspaper carefully to see if an advertisement for your business would fit with the theme of the paper, the articles, and the other ads. As mentioned, you can also ask for a rate card or media kit to obtain information about their readership. This can help you determine if their readers are the sort of customers you are looking for and if it is the right publication for your ad.

A small ad that you run every week for a couple of months can generate more business than a single full page ad. But even your first ad in a publication should generate some inquiries. If you don’t get enough business from your first ad in a particular publication to at least cover the cost of the ad, try something else.

Direct Mail

For certain types of target markets, a direct mail campaign can be effective. You can use your postcard, or design something to promote a seasonal or special promotion. Mailers are most effective when they are sent out to a “warm market” of clients who have used your services in the past. In this way they’re not so much a new sales tool as a friendly reminder of you and your business.

If you are strictly a wedding photographer, then your mailer can offer a referral bonus for new business, such as additional enlargements or albums, or gift cards. You can send a congratulatory one-year




anniversary message with an offer for a discounted anniversary portrait, or for baby or maternity photos if you think the timing’s right. Keeping in touch creates clients for life.

If you don’t have a database of current and past clients, you’ll have to buy a mailing list from a company that compiles these. Your mailing list will be sorted by the demographics you specify, such as total household income, or children under five, or both. The demographics should accurately reflect your target market, so that your mailer is going to those people who are most likely to respond to it.

Plan your mail campaigns to allow people time to book, get photos taken, and for you to deliver. This means that unless you have a very efficient turnaround time, December 1st is too late to send a mailer advertising Christmas packages. Anticipate seasons and holidays, and gear your mailers towards people’s wants and needs at that time. Your costs will include the purchase of addresses (if you go that route), ad design, postage or delivery, and printing. Add these costs up carefully, and make sure that at the average return rate of 2 or 3 per thousand unsolicited mailers, your mail campaign is still cost-effective. If not, look to ways to cut your costs. If you build strategic partnerships with other professionals in the industry, they may be willing to share costs with you on a mailer that advertises your services together.

If your target market is high-end business, unsolicited direct mail may not be an effective route. Wealthy clients are not usually motivated by a “10% discount,” and may have employees to sort unsolicited mail directly into the recycling bin. If you do decide to target this market with a mailer, make sure that your design and printing reflects the status of your service.

Creating Effective Ads

Some people spend years learning how to create the most effective ads. Since we do not have years, we’re going to focus on a few key points.

• Create a consistent look, using your logo and layout to create ads that are recognizably related to your business cards, website, and other marketing materials.

• Include your website in your contact information.




• Display information in easy-to-read fonts and use high contrast for good legibility.

• Emphasize clarity. Too much information just becomes hard to read.

• Rather than just listing your services, explain how clients can benefit from your services.

• Tell readers what you want them to do and give them a reason to call (for example, “Call now for a free initial consultation”).

• Get someone to help you proofread. Don’t take the chance of spending money to publish an ad with errors in it.

• Make sure you’re available for people who respond to your ad. If someone keeps getting your voice mail, they may give up.

One of the most effective ways to get people to call – and to test the effectiveness of each ad – is with some sort of incentive. An incentive can be anything from a discount coupon to a free gift or even a free initial consultation. To measure advertising effectiveness with coupons, it’s a good idea to put a time limit or expiration date on it. Make sure this date is clearly printed on the coupon. It should allow customers enough time to contact you if they pick up the publication after it’s published – maybe a week or two – but not so much time that they forget about the coupon, thinking they can use it well into the future. Tie the coupon to a date that’s easy to remember, such as the end of the month.

Consider consulting your local library or your favorite bookseller. For a thorough grounding in the fundamentals of the topic, you can buy an out-of-date textbook edition for pennies on the dollar. For instance, McGraw-Hill’s 864-page 2008 textbook Advertising and Promotion: An Integrated Marketing Communications Perspective, 8th edition by Belch and Belch could at press time be acquired from amazon.com for a modest one penny plus shipping. For that investment, you won’t need to read it cover-to-cover; just take what you need and leave the rest.

While advertising helps many businesses to attract clients, you may have much better results if you can get free publicity.




5.2.2 Getting Some PublicityGetting publicity for your business is great because it’s getting your name out there at a low cost or for free. When newspapers or magazines write about you, clients are more likely to notice and trust that information than what they see in an ad, which they know is paid for. When you donate time or pictures to charities, people associate you with goodwill and the community. And when you position yourself as an expert, clients build trust in your services. Here are some strategies to use.

5.2.3 Press ReleasesPress releases are short notices you send to the media (print, TV, radio, and online) to generate interest in your business. You can write press releases about things that have happened as well as about things that are going to happen, or general press releases that can be printed any time.

Whenever you or your photography business or studio does something newsworthy, it’s time to send out a press release so clients hear about it. Be sure to send a press release when you:

• First start up your business

• Expand your services

• Add innovative new equipment

• Sponsor an event or contest

• Make a charitable donation

• Win an award or competition

Most magazines and newspapers publish contact information for their editors. Newspapers may have dozens of editors, so make sure you send your submission to the appropriate one. Like your advertising, your press releases should be sent to targeted media.




TIP: Subscribe to HARO (Help a Reporter Out) at www.helpareporter.com to receive a free email newsletter containing requests from reporters who are seeking experts to interview.

Format

Editors prefer to see a press release as a single page (fewer than 500 words), and written as if it were a news story. A press release may be printed verbatim if the editor is willing, or it may be revised. Here are some general guidelines for writing a press release:

• Make sure the press release is newsworthy. For example, you could write about a new trend in wedding photography that all the celebrities are requesting.

• Give your press release a strong lead paragraph that answers the six main questions: who, what, where, when, why, and how.

• Include your contact information at the end of the press release so reporters and readers can get in touch with you.

As a professional photographer, your best skills may not lie in writing. You can hire a freelance writer or PR professional to write press releases for you, and possibly follow up on them. To keep your outlay of cash down, see if they would be willing to trade their services for a portrait session or some discounted headshots. Otherwise, you can find numerous online resources to help you write a press release, including:

• How to Write a Great Press Release: A Sample Press Release Template www.publicityinsider.com/release.asp

• PRWeb: Writing Great Online News Releases http://service.prweb.com/learning/article/press-release-writing-fundamentals

5.2.4 Donating Your Time and ArtPhotography is a business that lends itself well to donations. You have the choice of donating your professional services and time with a gift certificate, doing free photography for an event, or donating your photos as artwork to businesses.


http://www.helpareporter.com

http://www.helpareporter.com

http://www.publicityinsider.com/release.asp

http://service.prweb.com/learning/article/press-release-writing-fundamentals

http://service.prweb.com/learning/article/press-release-writing-fundamentals



Donating gift certificates for photography services works well with organizations that host galas and auctions, such as hospital foundations or cultural centers. When you donate a service, it’s important to include something tangible for display at fundraising events, such as an 11″x14″ enlargement of one of your favorite images or a collage of your best work. You can also keep a stack of postcards or business cards on hand.

When you photograph a fundraising event, you can then provide free or discounted prints for sponsors or the organization’s in-office display. Make sure that your business card or brochure goes out with every print, or that your name is displayed with the enlargement.

Michelle Valberg says that the most rewarding part of being a professional photographer for her is giving back to the community. “Every charity needs good photography, whether it is for their website, promotional material, media etc. As photographers, we have this great gift to give.”

A popular way for children’s portrait photographers to promote their work is to donate framed enlargements to add beauty to maternity and neonatal wards, doctors’ offices, and businesses such as indoor playgrounds, children’s clothing stores, malls, and toy stores. (More ideas for strategic partnerships with complementary businesses will be covered in the upcoming section 5.3, on referrals.)

Wedding photographers can donate their pictures for display at wedding halls and reception venues, bridal boutiques, jewelry stores, hairdressers, and the like. If you build a good relationship with a particular vendor, consider arranging an onsite event with them such as a bridal gown fashion show, or a 15-minute portrait session with one free print for future brides.

While it’s important to give something back, remember that in many cases there is still a real cost to you. Set a budget for charitable donations at the beginning of the year, and stick to it. You can keep a running total of your charitable donations in terms of what you would have charged, and when you hit a significant milestone, send out a press release announcing your achievement.

Your services as a professional photographer are also a useful bartering tool to encourage awareness of your business. A free portrait session




makes a great prize for a radio station to offer, and your studio gets the on-air mention (free advertising). Target the advertised portrait style to the station’s listener demographic — be it glamour shots for singles, or family sessions.

5.2.5 Your Elevator PitchImagine you have stepped onto an elevator with someone who has just asked what you do. During that elevator ride, you’ll have about 60 seconds to give a brief explanation of your business and services. Because this person – like most other people you meet – may be someone else who could become a client or otherwise help your business, you want to say something to get the listener immediately interested in you and your business.

What you would say in this situation is your “elevator pitch.” And while most occasions to tell people about your business won’t happen while you’re riding an elevator, a well-crafted elevator pitch may be the single most effective, and least expensive business development tool you can have. Your elevator pitch, like your business card, is a basic business marketing tool. But it can be particularly powerful in helping you generate sales. Here is advice on creating an elevator pitch from Marg Archibald, co-author of the FabJob Guide to Become a Business Consultant:

Whether you are speaking to a group or to a single person, the principles of a good pitch are the same. It needs to be simple and memorable, and because we store memories based on the emotions attached to them, a pitch that generates feelings is going to be remembered.

An effective elevator pitch provides people with memorable words they can tell others and creates positive impressions that could lead to more word-of-mouth business for you. Your elevator pitch is always targeted, as closely as possible, to your audience. When you’re pitching to a group you focus on what is common to the group. Your elevator pitch is a chance to make the group sit up and pay attention because you connect with what matters to them.

When you are speaking to one individual, two things change. You can tailor your pitch very specifically to that person, plus you can turn the speech into a dialogue in less than one minute since you already have




the person’s attention. Note that the core elevator pitch is the same, but how you fit it into a conversation changes.

Group Elevator Pitch

You have 60 seconds to connect with the group and their priorities. You open with your name, title and company name. You briefly describe your business and an overview of your services. The key here is to be brief. You sketch out the things you do that would most interest this particular group. You outline the kinds of clients you serve (ideally clients just like them), and tell a story proving how effective you are. This may include a quote from a happy client. You express interest in working for them or receiving referrals. You close with a memorable phrase, repeating your name and company. This is perfect when it is your turn to stand up at a luncheon and introduce yourself, although it is a bit too long in a one-on-one situation.

One-On-One Elevator Pitch

People can tune you out in 10 seconds or less. An engaging, interactive, one-on-one elevator pitch gets the same information across that you would present to a group but involves the listener in dialogue sooner.

First, you need to find out more about the person you’re speaking with. Use every bit of information you can glean about the person you’re speaking to in order to make your pitch relevant. Your observations are providing you information from the time you approach each other. Keep the focus on the other person.

• Where might you have met before?

• Is he or she wearing a name tag? Does it list his or her company? Is that company one you could work with?

• What is his or her title?

• Who has he or she just been talking to? Have you picked up any additional information from that observation?

• How does the other person react to your name tag?

• How confident does he or she appear to be in this group?




When you initiate the conversation, you can open with: “Hello. I’m (your first and last name) with (your company name). I don’t think we’ve met.” Then pause to get the other person’s name and if possible any other info on what he or she does. When the other person asks what you do, you can follow simple steps:

Step 1 - Connection

• “I work with people like you.”

• “I work with businesses like yours.”

• “I work in your industry.”

If you know absolutely nothing about the other person, you can say, “I work with (types of people/businesses).”

Step 2 - Promise“As a photographer, I (document/illustrate/accessorize/optimize; whatever you do, very simply).”

Step 3 - Proof“Clients say/my last client said/most people who use my services say…”

Step 4 - ProbeConnect the proof back to the other person: “Do you have that problem?/How do you handle that problem?”

Step 5 - CloseIf this is a strong prospect, you probe further and gently work toward trying to set up a meeting. If this is a weak prospect, you can ask if he or she knows of anyone that might be interested in your services. Consider that every single person you meet is a conduit to people that will be helpful even if they are not actual prospects.




Practice Your Pitch

Armed with an elevator pitch that you have practiced until it sounds and feels natural, you can practice on friends, family, colleagues and acquaintances. Ask for honest feedback. Pay attention to their suggestions and make any changes necessary to create a more effective pitch. Once you are comfortable with your elevator pitch, you’ll be able to use it to market your services.

5.2.6 Be Seen as an Expert As a professional photographer, you have a unique talent that people are almost always interested in hearing about. People will ask you for advice on how to improve their photos or figure out their newest photography gadget. When you make yourself available as a teacher or mentor, you reinforce your image as an expert in your field. And that’s good for business.

Start by becoming a visible part of your community. If you take pictures of children, join community associations (take a board position), the parent-teacher association, and other groups that take an interest in children’s wellbeing. Volunteer to speak to high school seniors about careers in photography, and don’t leave out the fact that you take unique grad photos as well.

In addition to press releases, you can submit articles to local publications on topics that relate to your expertise. If you want to connect with professionals who need a new headshot, for example, write up a small article on the impact of a great personal photo on a business card or website. If you are talented at writing, you can pitch the editor on a weekly or monthly column dealing with different aspects of photography.

If you get enough articles together, you can self-publish them as a tip book on photography techniques, and provide this book free of charge to organizations who can distribute it for you. Again, if writing is not your thing, you can arrange for a ghostwriter to draft something up for you based on information you provide.

Offering to teach an introductory photography workshop is also a great way to meet prospective clients. Don’t worry about giving away your




trade secrets — as you know, becoming a great photographer is not something that happens without patience and talent. Most people just want to learn how to take better vacation snapshots and family photos, and making a personal connection is effective in landing clients.

“When I first started, looking for business was one of the most challenging things for me. I did it every day, though. If you just sit there, nothing will happen,” says photographer Mike Copeman.

5.3 Referrals and Word-of-Mouth Every professional photographer interviewed for this guide said that referrals and word of mouth are their main source of new business. The best ways to generate word-of-mouth business are to do great work, and offer exceptional service. “We make sure clients are 100% satisfied,” says Anthony Cava of Photolux Studio.

Wedding photographer and videographer Eric Richards agrees that he doesn’t have to encourage referrals: “They just get good stuff, and do the talking for us.” “It happens naturally,” adds Frank Cava. “If a client leaves happy, they will tell someone.” Here are some ways to create word-of-mouth buzz by building relationships with clients, their families, and other service providers.

5.3.1 For Wedding BusinessYou have two main sources of word-of-mouth business as a wedding photographer: those who have used your services in the past, and other wedding service providers.

Past Clients

“The most rewarding aspect of working as a photographer is to have another client as a reference from someone I have already worked with — knowing that it was a job well done, and they were confident enough in my work to recommend me to someone else,” says pro photographer Nicole Donne.




If you want to encourage past clients to refer you to friends, it’s important to strike while the iron’s hot. Make sure they get plenty of business cards when you provide their album and enlargements.

A technique photographer Mike Copeman uses is to print up special business cards that feature a favorite picture of the couple who has wed. If the photo is featured on the front and your website is printed discreetly on the back, the couple can use these to tuck into thank-you cards and pass out to friends. This way, friends and family will be sure who to contact for enlargements as well. “Couples just love it,” Mike says, “and they love handing them out.”

You can also offer referral incentives to the couple, such as a free enlargement or small parent album of prints for every client they refer to you who books a wedding package. You can also offer an incentive for their newly engaged friends to call you, such as a free engagement portrait session. And don’t forget that you can simply ask for referrals. “Whenever clients are visibly happy with their pictures, I ask them to refer me to their friends. You have to ask,” says Mike Copeman.

Other Service Providers

Arranging strategic partnerships with other wedding service providers is a very effective way to win referrals. It’s generally understood that no money changes hands when businesses refer other businesses in this industry — just that the favor is expected to be returned. This makes sense when you consider that a wedding planner may earn hundreds or even thousands of dollars from one referred client, so a kickback of $50 pales in comparison.

To help build positive, win-win relationships with vendors, make sure when you photograph a wedding to take pictures of the cake, the floral arrangements, and the venue as well. You can then offer the use of these photos to the vendors for promotional purposes (ensure the clients have signed a release if they appear in the photo). You may want to charge a small fee to cover your costs for enlargements.

You can ask that they include your byline or website when they use the photos for promotion, or simply that they tell anyone who asks who took the pictures. You leverage your efforts because when vendors promote their businesses, they are promoting yours at the same time.




You can arrange partnerships with wedding service providers that gives their clients a discount on your services, and vice-versa. Wedding planners like to work with select suppliers who can give their clients preferred rates. Be prepared to show that your work is top-notch, though, since the planner will have to vouch for your work to his or her clients.

Although it may seem like a strange idea at first, other wedding photographers can be a great source of referral business. Most photographers working on their own cannot book more than one or two weddings per weekend. Especially in May, June, or July, the chances that the photographer is already booked up are high. Build relationships with other photographers at local workshops and conferences, or by contacting them directly. And be sure to return the favor when you can.

5.3.2 For PortraitsUnlike weddings, which usually happen only once or twice in a lifetime, portrait clients who are happy with your work return to you again and again. While this is a nice benefit, you still want to encourage referrals. Repeat clients will have many opportunities to promote your business as their lives and needs progress.

You can build a clientele for your children’s portrait business by waiving your session fees in exchange for some goodwill referrals. Since giving away service for free is a risky business, you just have to choose your subjects wisely. A financial analyst whose kids’ photos are visible on his desk while he does a daily stock market update for the local news station would make a prime target for a complimentary session.

Teens in particular are greatly influenced by the input of their peers. If you can find a few influential high school seniors for free portrait sessions (ask family and friends if they know any star quarterbacks) and encourage them to show their friends afterwards, your business will see an increase.

Coming into vogue recently is the concept of the “portrait party.” Like a Tupperware or candle party, hosts (usually your past clients) invite friends into their home to meet you, view your work, and




see the packages you have to offer. Guests leave with a coupon to encourage them to book, or you can offer a discount for on-the-spot bookings. The hosts, who provide refreshments and snacks, earn a discount on future portrait sessions. You can read an article written by a photographer who uses the portrait party to market her business at http://photographyspark.com/grow-your-photography-business-with-a-strategic-portrait-party.

As mentioned earlier, you can also offer your framed or mounted portrait photography to businesses that could use them to decorate. A doctor’s office (or anywhere your target market spends time in a waiting room) might appreciate a small album as browsing material instead. Make sure you stop in from time to time to make sure your work is still on display, and isn’t getting dusty.

A partnership arrangement with a local clothing store where clients who spend $500 or more get their session fee waived could be profitable for you, since you are targeting people who clearly have money to spend. A jewelry store could provide a coupon for an engagement session with every engagement ring sold. These incentives benefit the store as well, since they add value to what they can offer.

As with wedding business referrals, it’s important to say thank you to each and every client who refers you, not just the first time but every time they do so. A handwritten note is often appropriate, and in some cases a small gift basket is better. If someone is in the position to refer you often, you may want to take them out to lunch for a personal meeting. Just don’t set the bar too high right away, or you’ll go broke trying to keep up with your thank-yous.

5.3.3 For Headshots Unless you live in an urban center or seek it out specifically, you may get most of your headshot business kind of by accident. People will need a new headshot for their business cards or website, and will find you using a local telephone directory or an online directory (such as in sections 5.1.3 and 5.1.5). They may ask friends if they know anyone who does good portrait work, and go based on a referral.

If you live in a big and bustling city, you can get a decent amount of work taking professional and entertainment headshots. But for most


http://photographyspark.com/grow-your-photography-business-with-a-strategic-portrait-party

http://photographyspark.com/grow-your-photography-business-with-a-strategic-portrait-party



photographers, headshot work will be used to fill in the gaps when there are no weddings or portrait sessions booked. The best way to get headshot photography work is to tell anyone and everyone you meet that you offer this service, or people may not realize that you take that kind of work on.

To get work taking entertainment headshots, network with those who need them. That would include actors, models, makeup artists, dancers, stand-up comics, and other entertainers. You can become a patron of the arts and mingle that way, or offer to take some discounted headshots for a select few willing to spread the work about your business. Online directories geared at the arts will give you some leads, and a small ad in the classified section of the local entertainment weekly can also get the ball rolling.

Meet up with business professionals by joining service clubs such as Rotary or Kiwanis, or by taking part in a local chapter of an organization dedicated to networking and mutual referrals, such as Business Network International (www.bni.com). For organizations that you don’t join, you can offer to make a presentation at one of their meetings about a relevant topic such as “improving your business card” (with a great headshot, of course).

5.4 Tradeshows and ExposTradeshows and expos open to the public are a great way to meet potential clients. These shows are usually two or three days in duration, and attract thousands of visitors a day. Whether or not they are worth the cost for you to attend (hundreds or thousands of dollars) is a hotly debated issue. While you will certainly meet many people, translating meetings into bookings takes sales skill, as well as having a stand-out product or service to offer.

5.4.1 Where to FindWedding shows (a.k.a. bridal fairs) are held in most major cities in North America, and draw huge crowds of future brides and grooms and their friends and families. They are usually held between January and March, and sometimes again in the fall. Typical exhibitors include


http://www.bni.com



wedding planners, florists, travel agents, and others who supply or service the industry.

If you are unsure if your area has one, a few phone calls to other local wedding vendors will answer your question. It’s not unusual for big cities to have one big event as well as a few regional ones.

Many websites list bridal shows; try these for starters:

• www.herecomestheguide.com/wedding-fairs/search

• http://bspibridalshows.com/calendar.php

• www.weddingwire.com/wedding-events

• www.perfectweddingguide.com/wedding-planning-events/bridal-shows/

• www.theknot.com/wedding-events

• www.weddingzone.com/local-bridal-shows

• https://greatbridalexpo.com/get-tickets

• http://eliteevents.com

Baby and Family Expos for expecting and new parents are gaining popularity, and are a natural fit for portrait photographers. These are usually held in cities all across North America in the spring. Use your favorite search engine to look for ‘baby fairs near me’ or ‘baby expo near me’ and you’ll find regional listings (such as www.newbabyexpo.com, www.atlantababyandchildexpo.com, and http://babypaloozatour.com). And look for articles such as www.savvyeveryday.com/the-big-list-of-2017-birthing-and-baby-fairs (current at press time). Toy expos that are open to the public might be useful.

Your niche of photography may lead you to explore other types of tradeshows, such as those geared at women, young people, or professionals of a certain type. Keep an open mind, but don’t waste your money trying to sell to those without need, desire, or sufficient affluence for your services.

Your local convention hall should be able to provide you with a list of upcoming events. You can try the Chamber of Commerce as well


http://www.herecomestheguide.com/wedding-fairs/search

http://bspibridalshows.com/calendar.php

http://www.weddingwire.com/wedding-events

http://www.perfectweddingguide.com/wedding-planning-events/bridal-shows/

http://www.perfectweddingguide.com/wedding-planning-events/bridal-shows/

http://www.theknot.com/wedding-events

http://www.weddingzone.com/local-bridal-shows

https://greatbridalexpo.com/get-tickets

http://eliteevents.com

http://www.newbabyexpo.com

http://www.atlantababyandchildexpo.com

http://babypaloozatour.com

http://babypaloozatour.com

http://www.savvyeveryday.com/the-big-list-of-2017-birthing-and-baby-fairs

http://www.savvyeveryday.com/the-big-list-of-2017-birthing-and-baby-fairs



in smaller towns, or search the name of your region and the type of tradeshow or expo you are looking for in an online search engine.

5.4.2 Cost and Other CriteriaBefore you book in to display your work at a tradeshow, you should try to attend it first. This is easier said than done, since most shows are put on only once a year. But if it works out, it’s a great way to get a sense of booth style and show set up. You can also talk to vendors who aren’t busy with clients about how effective the show has been for them, and see how well the show is advertised.

Find out from the organizers how many photographers displayed at last year’s event. If you get a list of past attendees and are feeling bold, call them up and ask them how the show was last year. Otherwise, you can at least visit their websites and compare: are their prices in the same range as yours? Do they offer a similar style of photography?

To book space as an exhibitor you will need to know how much space you require and what your needs will be. You will likely be required to sign a contract and pay a certain percentage of the cost up front, or you may register online with a credit card. You will be provided with logistical information such as site maps and load-in times.

TIP: If you can get one, many seasoned tradeshow vendors swear by an end booth to take advantage of two-way traffic. You may be required to pay a location premium, but booking one extra client could very well cover the cost.

The basic cost to rent a booth depends on the size you reserve. A 10’x10’ (or 8’x10’) booth is usually the standard, and can be upgraded to a “double” (10’x20’) for a premium. A small show cost is usually $200-$400, a medium show $500-$800, and the bigger shows $1,500 and up. In addition to your booth costs, you may need to pay extra for:

• Parking

• Booth lighting

• Carpeting

• Booth location premium




• Non-standard table covering or backdrop

• Electrical hookup

• Chairs and extra tables

• Taxes

Don’t forget to factor in additional costs of attending the event into your budget, such as travel to and from event, overnight accommodation (if needed), your food and drink, and an assistant’s time to help at your booth (you can’t leave it empty while you run to the bathroom).

Enlargement and mounting or framing of your prints, tasteful decorations or ambiance enhancers such as music, and printing your marketing materials in large amounts for handout at a tradeshow can also add up quickly.

If these expenses put a booth out of your budget, see if a complementary vendor (florist, DJ, etc.) you have networked with is willing to share a booth with you. As a photographer, you can help other vendors “dress up” their look with enlargements of your work, so a partnership may be attractive to them. By partnering you may also be able to upgrade to a larger booth or better location.

5.4.3 Making the Most of the Event“For tradeshows, have 16″x20″s or 20″x24″s on display, and bring lots of business cards,” advises Mike Copeman. “Show up looking like a pro, and talk to everybody, not just the brides. When my daughter (who’s also a photographer) does tradeshows, she usually has a draw to win something like ‘no sitting fee.’ It’s not a huge cost to her, so she contacts everyone after the show and tells them they won the prize,” he adds. Here are some more tips for tradeshow success:

• Offer a “show special” of a free photo-related gift for putting down a deposit on the spot.

• Have business cards, postcards, and brochures with you, but only display the first two. Business cards and postcards are relatively cheap to print. Brochures are expensive, and people at tradeshows get grab-happy, stuffing everything in sight into an




already-bulging bag. Keep the brochures handy, and give them out to clients who express genuine interest.

• It’s hard to stand out of the crowd in a busy event of vendors clamoring for attention. Use spotlights to call attention to your images, and allow your work to do the talking instead.

• If possible, have a variety of display materials so that, if someone is viewing your album or albums, they can review other materials while they wait. Ten or so prints matted individually serve this purpose well.

• If you have space and want clients to linger, offer a few small tables and places to sit. Arrange some of your display materials so they can be browsed while seated. Try to keep this as far inside your booth as possible so passers-by don’t take the chance to rest.

• If you get some less busy time, take time to network with other vendors as well. See if you can arrange some partnerships that are mutually beneficial.

• Highlight what it is about your photography that is special. You need to be unique to be remembered at a busy event.

• Bring your appointment book or laptop and extra contracts, so you can take bookings on the spot.

• Take breaks when you can, eat well, and get to bed early to keep your energy and enthusiasm levels high throughout the show. Although partying with other vendors until two a.m. on the Saturday night might seem like smart networking at the time, it certainly won’t help your Sunday sales when you can barely keep your eyes open.




6. ConclusionYou have reached the end of the FabJob Guide to Become a Professional Photographer. Hopefully, this is a new beginning as well — of your fabulous and successful career taking people’s pictures for a living.

As a professional photographer, clients will trust you with recording the most important and intimate moments of their lives. This is a big responsibility, and is not to be taken lightly. You need to earn clients’ trust again and again, by doing what you say you will, and by delivering a stand-out product of images that inspire wonder and evoke precious memories of the individual or event.

“Some days, I can’t believe people pay me to do this,” states 15-year-pro Mike Copeman. And the most rewarding thing about the career? “The look on people’s faces when they get a fantastic final set of images and products,” confirms photographer Eric Richards.

Good luck!


Continued on next page

Earn a Certificate in Your Dream Career

The next time someone asks you “Why should I hire you for your dream career?” or “What are your credentials?” imagine being able to say: “I am a trained professional with a certificate from the International Association of Professions Career College!”

Benefits of Having a Certificate in Your Dream Career

A certificate from the International Association of Professions Career College (a division of FabJob) may give you:

• Respect as a professional plus a sense of confidence and achievement

• A competitive advantage when marketing your services

• A credential for your resume when applying for employment

• Assurance to clients of your professionalism and evidence of your expertise

• Higher earnings (according to the U.S. Bureau of Labor Statistics publication Certificates: A fast track to careers)

Now that you’ve read this FabJob guide, which is the textbook for the certificate course, you can earn a certificate in as little as four weeks part-time from the comfort of your own home. Please see the following pages for a full list of certificate courses offered.

Continued on next page

• Antique Shop Owner

• Art Gallery Owner

• Bakery Owner

• Bar Owner

• Bed and Breakfast Owner

• Book Editor

• Book Publisher

• Bookstore Owner

• Boutique Owner

• Brewery Owner

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• Business Consultant

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• Candy Store Owner

• Career Coach

• Caterer

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• Dance Studio Owner

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• Etiquette Consultant

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• Executive Coach

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• Fashion Design

• Feng Shui Consultant

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• Florist

• Freelance Writer

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• Gourmet Food Store Owner

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https://www.iapcollege.com/program/antiques-shop-owner-certificate-course-online/

https://www.iapcollege.com/program/art-gallery-owner-course/

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https://www.iapcollege.com/program/bridal-salon-owner-course/

https://www.iapcollege.com/program/business-consultant-course/

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https://www.iapcollege.com/program/candy-store-owner-course/

https://www.iapcollege.com/program/career-coach-course/

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https://www.iapcollege.com/program/chocolate-shop-owner-course/

https://www.iapcollege.com/program/cleaning-business-owner-course/

https://www.iapcollege.com/program/closet-organizer-certificate-course/

https://www.iapcollege.com/program/coffee-house-owner-course/

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https://www.iapcollege.com/program/dance-studio-owner/

https://www.iapcollege.com/program/daycare-owner-certificate-course-online/

https://www.iapcollege.com/program/dog-daycare-owner-course/

https://www.iapcollege.com/program/dog-walker-certificate-course-online/

https://www.iapcollege.com/program/doula-business-owner-certificate-course/

https://www.iapcollege.com/program/errand-assistant-certificate-course/

https://www.iapcollege.com/program/etiquette-consultant-course/

https://www.iapcollege.com/program/event-planner-course/

https://www.iapcollege.com/program/executive-coach-certificate-course-online/

https://www.iapcollege.com/program/accessories-store-owner-certificate-course-online/

https://www.iapcollege.com/program/accessories-store-owner-certificate-course-online/

https://www.iapcollege.com/program/fashion-designer-course/

https://www.iapcollege.com/program/feng-shui-consultant-certificate-course-online/

https://www.iapcollege.com/program/fitness-club-owner-course/

https://www.iapcollege.com/program/florist-course/

https://www.iapcollege.com/program/freelance-writer-course/

https://www.iapcollege.com/program/genealogist-course/

https://www.iapcollege.com/program/gift-basket-business-course/

https://www.iapcollege.com/program/gift-basket-business-course/

https://www.iapcollege.com/program/gift-shop-owner-course/

https://www.iapcollege.com/program/gourmet-food-store-owner-course/

https://www.iapcollege.com/program/gourmet-food-store-owner-course/

https://www.iapcollege.com/program/hair-salon-owner-course/

https://www.iapcollege.com/program/handyman-business-certificate-course-online/

https://www.iapcollege.com/program/home-decor-store-owner-course/

https://www.iapcollege.com/program/home-stager-course/

https://www.iapcollege.com/program/human-resources-consultant-certificate-course/

https://www.iapcollege.com/program/human-resources-consultant-certificate-course/

https://www.iapcollege.com/program/ice-cream-shop-owner-course/

https://www.iapcollege.com/program/image-consultant-course/

• Interior Decorator

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• Professional Photographer

• Public Relations Consultant

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• Restaurant Owner

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• Spa Owner

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https://www.iapcollege.com/program/interior-decorator-course/

https://www.iapcollege.com/program/interior-redesigner-course/

https://www.iapcollege.com/program/jewelry-designer-course/

https://www.iapcollege.com/program/kitchen-store-owner-certificate-course-online/

https://www.iapcollege.com/program/landscape-company-owner-course/

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https://www.iapcollege.com/program/makeup-artist-course/

https://www.iapcollege.com/program/matchmaker-course/

https://www.iapcollege.com/program/motivational-speaker-course/

https://www.iapcollege.com/program/nail-salon-owner-course/

https://www.iapcollege.com/program/new-age-store-owner-course/

https://www.iapcollege.com/program/social-entrepreneur-course/


https://www.iapcollege.com/program/organic-farmer-course/

https://www.iapcollege.com/program/party-planner-course/

https://www.iapcollege.com/program/party-store-owner-course/

https://www.iapcollege.com/program/personal-assistant-course/

https://www.iapcollege.com/program/personal-chef-course/

https://www.iapcollege.com/program/personal-concierge-course/

https://www.iapcollege.com/program/personal-shopper-course/

https://www.iapcollege.com/program/pet-hotel-owner-course/

https://www.iapcollege.com/program/pet-sitter-course/

https://www.iapcollege.com/program/pet-spa-owner-course/

https://www.iapcollege.com/program/professional-organizer-course/

https://www.iapcollege.com/program/professional-photographer-certificate-course-online/

https://www.iapcollege.com/program/professional-photographer-certificate-course-online/

https://www.iapcollege.com/program/public-relations-certificate-course-online/

https://www.iapcollege.com/program/public-relations-certificate-course-online/

https://www.iapcollege.com/program/relationship-coach-certificate-course-online/

https://www.iapcollege.com/program/restaurant-owner-course/

https://www.iapcollege.com/program/secondhand-store-owner-course/


https://www.iapcollege.com/program/social-media-consultant-certificate-course/

https://www.iapcollege.com/program/spa-owner-course/

https://www.iapcollege.com/program/stationery-store-owner-course/

https://www.iapcollege.com/program/tea-room-owner-course/

https://www.iapcollege.com/program/time-management-coach-certificate-course-online/

https://www.iapcollege.com/program/travel-consultant-course/

https://www.iapcollege.com/program/virtual-assistant-course/

https://www.iapcollege.com/program/web-designer-certificate-course-online/

https://www.iapcollege.com/program/wedding-planner-course/

https://www.iapcollege.com/program/weight-loss-center-owner-course/

https://www.iapcollege.com/program/weight-loss-center-owner-course/

https://www.iapcollege.com/program/wellness-coach-certificate-course-online/

https://www.iapcollege.com/program/wine-store-owner-course/

https://www.iapcollege.com/program/winery-owner-course/

https://www.iapcollege.com/program/yoga-studio-certificate-course/

Become a Professional Photographer - IAP Career College

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