Updated to include the latest digital camera models, imaging software, and current image proofing and sales techniques, this business guide teaches wedding photographers how to build a profitable business. From formulating a business plan to presenting final images to clients, the strategies presented help photographers avoid the pitfalls that ruin many wedding photography studios. Photographers learn how to define a target demographic—whether that be low-volume big-budget or high-volume low-budget clients—and market to those demographics in print, on the Internet, through networking, and at bridal shows. Customer service tips include how to interview clients to ensure a stress-free and enjoyable portrait experience, conduct presession consultations, and write a contract, as well as presentation techniques for wall-size images, coffee-table–style books, and guestbooks. The featured images and drawings include a gallery of the author's wedding photographs and samples of advertising, marketing, and promotional literature.
Author(s): Jeff Hawkins, Kathleen Hawkins
Edition: 2nd
Publisher: Amherst Media, Inc.
Year: 2005
Language: English
Pages: 131
SPECIAL THANKS......Page 3
CONTENTS......Page 4
Commit 100 Percent to the Goal......Page 6
Create a Business Timeline......Page 7
Tell Everyone You Know......Page 8
Do Not Forget Your Plan......Page 9
IDENTIFYING THE PRODUCT......Page 10
DEFINING YOUR CLIENT......Page 13
High Volume, Low Budget......Page 15
Low Volume, High Budget......Page 16
Combination Volume and Budget......Page 17
List Vendors You Aspire to Work With......Page 20
Follow Up with the People You Meet......Page 21
SUCCESSFUL ONLINE MARKETING......Page 22
Purpose......Page 26
Essence......Page 27
Creation......Page 28
Enlighten......Page 29
BRIDAL SHOWS......Page 30
Design and Décor......Page 31
Method of Marketing......Page 33
PUBLICATION ADVERTISING......Page 34
STOCK PHOTOGRAPHY......Page 36
APPEARANCE......Page 38
COMMUNICATION SKILLS......Page 39
Speaking......Page 40
Dependability......Page 41
THE INTERVIEWING PROCESS......Page 42
Step 1: The Tour......Page 43
Step 2: The Consultation......Page 44
Step 3: Consultation Questionnaire......Page 45
Step 4: The Interviewing Packet......Page 46
Step 5: The Close......Page 48
CUSTOMER SERVICE SAVVY......Page 49
PHOTOGRAPHIC STYLE......Page 64
PHOTO OPPORTUNITIES......Page 69
CEREMONY ETIQUETTE......Page 70
Benefits......Page 73
Disadvantages......Page 74
ENGAGEMENT SESSIONS......Page 77
ALBUM DESIGN PROOFING......Page 90
Local Clients......Page 91
Out-of-Town Clients......Page 96
THE ALBUM DESIGN PROCESS......Page 101
Benefits of Selling Storytelling Album Sets......Page 102
TRIAL CLOSES......Page 105
FOCUS ON FRAMES......Page 107
Selling Points......Page 109
ONLINE ORDERING......Page 110
PUBLICITY=PROFITS......Page 111
Employee Guidelines......Page 114
CHAPTER SEVEN:
FINAL THOUGHTS......Page 120
ABOUT THE AUTHORS......Page 122
INDEX......Page 124
