In a new book from John Wiley and Sons, successful wedding photographer Lara White has published advice from her photography business website, Photomint.com.
“Photography Business Secrets: The Savvy Photographer’s Guide to Sales, Marketing and More” provides tips for building a successful photography business in fiercely competitive business environment.
According to Department of Labor statistics, there are already more than 150,000 professional photographers in the United States, along with tens of thousands of serious amateurs seeking to break into the business.
“Jumping into the photography business can be pretty easy, but actually earning a living as a photographer is another story,” writes White in the book’s introduction.
People with a passion for photography often fail to see the difference between the glamorous fantasy of a pro photographer’s lifestyle and the harsh realities of running a profitable business. In a chart listing some popular misconceptions, White notes that the percentage of time that a pro photographer actually spends shooting is just a fraction of time that must be spent in front of the computer.
The book covers business fundamentals including establishing a brand, defining studio policies, setting pricing, creating a marketing plan, understanding your audience, networking, and using social media as a marketing channel. Other topics include training, building a portfolio, accounting, legal concerns, insurance, and sales.
“Photography Business Secrets” can be purchased online or at book retailers nationwide. In addition to the 336-page print version, it is available in all e-book formats.