Photography Business Secrets: The Savvy Photographer's Guide to Sales, Marketing, and More

338 Pages·2013·99.64 MB·English

by  Lara White

PHOTOGRAPHY
BUSINESS SECRETS
The Savvy Photographer’s Guide
to Sales, Marketing, and More
Lara White
Photography Business Secrets
Photography Business Secrets
Published by
John Wiley & Sons, Inc.
10475 Crosspoint Boulevard
Indianapolis, IN 46256
Copyright © 2013 by John Wiley & Sons, Inc., Indianapolis, Indiana
Published simultaneously in Canada
ISBN: 978-1-118-48840-9
Manufactured in the United States of America
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Photography Business Secrets
About the Author
Lara White is a wedding photographer,
educator, speaker, and author based in the
San Francisco Bay Area, where she lives with
her family. Prior to her career in photography,
Lara spent many years in non-profit executive
management, raising millions for literacy
programs, victims of domestic violence, and
other charitable projects for underserved
populations.
She transferred many of the skills and practices
that made her successful in the non-profit
sector, helping her manage and grow a thriving
wedding photography studio with a team of six.
Lara’s effortlessly evocative wedding
photographs have been featured in dozens
of top-flight magazines, media, and trade
journals—Professional Photographer,
Rangefinder, Grace Ormond Wedding Style,
The Photo Life, This Week in Photo, Digital
Photography School, Business Insider, and
scores more. But it’s her business savvy that got
her there. And as passionate as she is about
photography, she’s even more passionate about
helping photographers at every stage of the
game make it in this demanding business.
Lara White is the founder of PhotoMint, an
educational and business development resource
for photographers. In just under a year, the
PhotoMint community has grown to more
than 9,000 readers. Please visit PhotoMint at
photomint.com/photography-business-secrets
to get your bonus materials that accompany
this book.
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Photography Business Secrets
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Photography Business Secrets
Credits
Acquisitions Editor
Courtney Allen
Editorial Program Coordinator
Carol Kessel
Project Editor
Jennifer Bowles
Technical Editor
William Beem
Editorial Director
Robyn Siesky
Business Manager
Amy Knies
Senior Marketing Manager
Sandy Smith
Vice President and Executive Group Publisher
Richard Swadley
Vice President and Executive Publisher
Barry Pruett
Editorial Consultant
Alan Hess
Book Designer
Erik Powers
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Photography Business Secrets
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Photography Business Secrets
Acknowledgments
Writing this book has literally taken a village, and
many people contributed and made it possible.
The Team
I would like to thank Courtney Allen, without your guidance and
support this book would not be possible. Alan Hess, words cannot
express my gratitude for all your hard work, long nights, and many
pep talks. Carol Kessel, you made miracles happen behind the
scenes. Jennifer Bowles, you have no idea how much I appreciate
your editing skills and patience with me. William Beem, your
feedback, ideas, and questions added so much to this project. Erik
Powers, you are truly a gifted designer, and I count myself lucky to
have had you on my team. Barry Pruett, thank you for supporting
this project and making it a reality. Of course, I know there are many
others behind the scenes at Wiley, and I wish to thank each and every
one of you.
Mentors and Inspiration
Many people have inspired me throughout my career. I’d like to
thank Julia Woods especially—you taught me so much about this
industry. I’d also like to thank Bambi Cantrell, Ann Monteith, Jeff
Kent, and Scott Kurkian for your support and guidance throughout
the years. Additionally, I would like to thank Ed Dale, who doggedly
encouraged me for years to get on my path to photography
education. And Robert Somerville, I want you to know that you are
achieving your life’s work—this book is proof of that.
Peers
The photography industry has been my home for many years. I would
like to thank Kevin Chin, Suzy Clement, Michelle Walker, Becker,
Dane Sanders, Brook and Alisha Todd, Jamie Swanson, and Frederick
Van Johnson in particular for your friendship, advice, and support.
You make the industry what it is. I am also deeply grateful to all
those who allowed me to interview you for this book: Tamara Lackey,
Emma Case, Jody Gray, Lauren Lim, Elizabeth Halford, Lindsay Adler,
Christine Tremoulet, Jamie M. Swanson, and Jenika. Ladies, your
honesty, generosity, and willingness to open your hearts and share
your advice, successes, and challenges with my readers make you all
superheroes in my book.
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Photography Business Secrets
Behind the Scenes
I would like to thank Kelvin Leung for your many beautiful images
gracing these pages, Noel Mallari for all your support and talent, and
Ashley Jankowski for sharing your design and branding genius with
the world. To my PhotoMint readers, supporters, and fans, thank you
for believing in me. You are my daily inspiration.
Family
To my dad, who has always supported and encouraged me. To
my mom, who thinks I’m a superstar no matter what I do. To
Brittanie, who kept me fed through many days and nights when I
was working on this book. To my husband Geoff, who has inspired
me, encouraged me, challenged me, supported me, and loved
me through everything in life. Through your patience and love,
you’ve taught me to be a better person. Finally, to my grandmother
Catherine, who taught me to read. May your Irish eyes be smiling
down upon us all.
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