CONTENTS

ACKNOWLEDGMENTS

01
ESTABLISHING YOUR STYLE

What Is a Style?

The Benefits of Having a Style

Ways to Achieve Your Own Style

Questions to Ask Yourself

A Consultant Can Help

02
PRESENTING YOURSELF

You Need a Website and a Portfolio

Creating Budgets

Editing Your Work

Using a Designer

The Challenges and Benefits of Marketing

The Marketing Spectrum

Establishing Two Key Lists

Companies and Who Buys for Them

How to Get Started: Using Databases

Using E-Mail Blasts for Mass Marketing and Follow-Up

Preparing Printed Promotional Materials

Person-to-Person Marketing: Meeting the Client 101

Other Ways to Market Yourself

Planning a Year at a Time

04
BIDDING THE JOB

Professional Estimates and Triple Bids

Bidding: What You Need to Know

Using Estimate and Invoice Templates

Tips for Negotiating

05
DOING THE JOB

Production Value Is Key

Before the Shoot

After the Shoot

06
KEEP MARKETING YOURSELF

Keep Shooting, Promoting, and Making Appointments

Hold on to Your Existing Clients

Blogging and the Internet

07
STOCK PHOTOGRAPHY
AND CREATIVE OUTLETS

Stock Photography

Continue to Be Creative

APPENDIX A: Terms to Know and Understand

APPENDIX B: Forms to Download