How to Create a High-Profit Photography Business in Any Market by Williams, James -- Read -- Imperial Library of Trantor

Index

Cover Dedication 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

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