How to Create a High Profit Photography Business in Any Market

Updated to include timely tips for navigating popular social networking sites and other internet marketing opportunities, this guide to running a successful portrait studio goes beyond the initial components of a photography business and focuses on successful customer service, networking, diversification, and business management strategies. From setting goals for a business to creating an elegant studio atmosphere that impresses clients while respecting the budget, this handbook breaks down each minute consideration in the growth of a successful business. Smart managerial decisions regarding portrait-pricing strategies, employee training, telephone skills, positive relationships with suppliers, and responsible delegation of duties are complemented by practical advice on networking within a community, creating demand for high-quality portraiture, and diversifying clientele by catering to the unique needs of each client subset. Cover Copyright Contents About the Author Acknowledgments INTRODUCTION 1. BEGIN WITH THE END IN MIND Set Short- and Long-Range Goals What Kind of Clients Do You Want to Attract? Sidebar: Reaching Your Goals Success Leaves Clues 2. MASTER YOUR PHOTOGRAPHY SKILLS What Makes a Beautiful Portrait? Studio Lighting Fill Light Main Light Hair Lights Background Light Sidebar: Every Client Is Unique Outdoor Lighting Sidebar: Equipment Posing Head and Shoulders Three-Quarter-Length Poses Full-Length Poses Overweight Subjects Lens Selection Practice, Practice, and More Practice Videos, Books, Magazines, and Seminars Find a Mentor Be Honest with Yourself 3. PSYCHOLOGY OF A PHOTOGRAPHY SESSION Create a Genuine Interest Create a Relaxing Atmosphere Listen and Ask Questions Personality is Everything Create a Relaxing Atmosphere 4. BUSINESS STRATEGIES Pricing Surround Yourself with Great Help Employees Photo Finishing Other Suppliers Run the Business, Don’t Let It Run You Cash Flow Keep the Overhead Low It’s All About the Sizzle 5. THE SALES PRESENTATION Selling Starts in the Camera Room High School Seniors Wedding Photography Photographing Children Setting the Mood for Sales Give Your Clients What They Want Know When to Close the Sale 6. The Telephone Lifeline to Your Business Voice Mail Telephone Etiquette Master Your Phone Skills Hire Professional Voice Talent 7. DIVERSIFICATION IS IMPORTANT High School Seniors Keys to Success Session Fees The Session Proofs Presentation Placing the Order Delivering the Order Yearbook Photography Sports Clubs and Organizations School Dances Planning Background Selection Lighting Subject Placement Lens Selection Blinks Group Pictures Candids End of the Shoot Staying Open the Night of the Dance One Studio or Several? Sidebar: Oops! Contracts Coordination The Advisor Requirements Landing a Contract Sports Leagues Weddings The Type of Client Telephone Skills Consultation The Wedding Day Before the Ceremony The Ceremony After the Ceremony The Reception Lens Selection After the Wedding Day Pricing Families Consultations Basic Goals Presentation Church Directory Companies Products 8. MARKETING IS KEY Basic Marketing Strategies Spend the Time and Money Sidebar: Create a Sense of Urgency Sidebar: Quality Counts Marketing Tools Direct Mail Mall Displays Your Web Site Sidebar: Model Releases Social Networking Sites Word of Mouth Yellow Pages Marketing to High School Seniors Mailers Mailing Schedule Great Model Search Twelve-Hour Sale Discounted Session Fees High-School Newspapers and Yearbooks Marketing to Wedding Clients Marketing to Sports Leagues Marketing to Families 9. NETWORKING 10. SUMMING IT ALL UP Good People Skills Are a Must If It Were Easy, Everyone Would Be Doing It Vendors Index Recognizing that technical ability and studio space are only the initial components of a portrait photography business, this guide to building a thriving portrait studio focuses on successful customer service, networking, diversification, and business management strategies. From setting long- and short-term goals for a business to creating an elegant studio atmosphere that impresses clients (while respecting the budget), this handbook breaks down each minute consideration in the growth of a successful business. Smart managerial decisions regarding portrait-pricing strategies, employee training, telephone skills, positive relationships with suppliers, and responsible delegation of duties are complemented by practical advice on networking within a community, creating demand for high-quality portraiture, and diversifying clientele by catering to the unique needs of each client subset.