Success in Portrait Photography: Marketing and Management Techniques for Studio Owners

by Jeff Smith

Overview

No photographer goes into business expecting to fail, but many realize too late that camera skills alone do not ensure success. Studio owners must also run savvy marketing campaigns, manage their studio's staff, and become experts at customer service. Jeff Smith -- owner of two successful portrait studios -- teaches you these skills, showing you how to build a profitable business without sacrificing your personal and artistic goals. You'll learn how to set prices, reduce operating costs, and become more efficient in time management. You'll also discover how specialization can ensure success. Packed with efficiency-boosting techniques, creative marketing ideas, and great tips for furthering your professional education, this book is an important resource for anyone who wants to open a new studio or maximize the potential of an existing one.

Product Details

ISBN-13:	9781608954124
Publisher:	Amherst Media, Incorporated
Publication date:	12/01/2002
Sold by:	Barnes & Noble
Format:	eBook
Pages:	128
File size:	4 MB

About the Author

Jeff Smith is the author of Outdoor and Location Portrait Photography and Corrective Lighting and Posing Techniques for Portrait Photography. He lives in Fresno, California.

Table of Contents

	Introduction	5
Chapter 1	Finding Your Own Way	11
	Plotting a Course	12
	Opposition	13
	Some Advice	15
Chapter 2	Specialization	18
	The Path to Specialization	19
	Catering to Your Clients	23
	Marketing	23
	The Studio	23
	Price	26
Chapter 3	Targeting the Clients You Want	27
	Time, Energy and Money	27
	Misguided Dollars	28
	The Two Rules of Marketing	29
	Boneheaded Advertising	31
	Anatomy of a Mailer	35
	Images	35
	Headline	35
	Copy	35
	Logo	38
	Readability	39
	A Call to Action	41
	Theme	41
Chapter 4	Increasing Profit	43
	Pricing Your Work	44
	Controlling Your Costs	44
	Volume	47
	Controlling Your Spending	51