Updated to include timely tips for navigating popular social networking sites and other internet marketing opportunities, this guide to running a successful portrait studio goes beyond the initial components of a photography business and focuses on successful customer service, networking, diversification, and business management strategies. From setting goals for a business to creating an elegant studio atmosphere that impresses clients while respecting the budget, this handbook breaks down each minute consideration in the growth of a successful business. Smart managerial decisions regarding portrait-pricing strategies, employee training, telephone skills, positive relationships with suppliers, and responsible delegation of duties are complemented by practical advice on networking within a community, creating demand for high-quality portraiture, and diversifying clientele by catering to the unique needs of each client subset.
Author(s): James Williams
Edition: 2
Publisher: Amherst Media
Year: 2011
Language: English
Pages: 127
Cover
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
