Pro Photo Show

by Gavin Seim: If all you want to do with your photography is buy new gear, go on photo walks, make a few prints and get friends to say “ooh aah”, then that’s Ok and spending all your time learning better photography techniques is fine.

If however you want to be a profit making professional you need to think business. It’s the cold truth, but a known fact that being a successful pro is more about business sense than about art. Sure amazing images turn heads, their great and I love making them too. I’m not saying a photographer should ignore skill building, but most budding artists would be better going to a marketing school while practicing their art, then going to to an art school expecting to graduate and make a profit.

Here’s some things I’ve found to get my business mind thinking (share your own favorites in the comments). Some of these are books and some are free resources. Try making a commitment to getting into at least three of them (all would be even better). This is stuff I’ve tracked down over years of learning and talking to other photographers. Take time to learn something fresh every week and you won’t regret it.

1. The Purple Cow.
   Seth Goden’s book focuses on making a client experience that is memorable. It’s a short book with advice that could be considered simple, but a lot of people overlook it. I’ve gleaned a mindset of service from this book. You can get in on Amazon as well as on Audible as a convenient Audiobook.
2. David Ziser.
   If you don’t know the name you need to read more and there’s no time like the present. David has been in the business for a long time and his blog is a great one to follow. To get you started check out… The Portrait Consultation Part1 and Part2 and The 14 step plan for a successful sales presentation. Then start browsing thru the rest of his great business tips.
3. The Ultimate Sales Letter.
   Writing good copy is valuable in any business. Some of the examples in this book may feel more like a car salesman than a photographer, but the principles can be used to help you market better. I have not found an audiobook, but you get get the print edition on Amazon.
4. 19 Tips for 300 Client Inquiries.
   This is a guest article Matt McGraw wrote for PPS. While every tip on the list may not work in your situation, you’re sure to get some ideas in a very short read.
5. How to Sell Anything to Anybody.
   If we can do what the title says we’re good. Seriously though selling high end photography is about knowing how to sell and this book will give you a few ideas. Here’s the Amazon link.
6. 22 immutable laws of marketing.
   This is a short easy read that interesting. It looks at big brands in past years and analyzes successes and fails. You may not be the next Coca Cola, but the concepts used in big marketing the effects the way you approach your own. You can find it here on Amazon. and there’s also an Audible version.

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