Before you can run and maintain a successful photography business you need to have some key business skills and a marketing plan. In this first chapter Karl talks over what is going to be covered in this course as well as looking over his commercial workflow from client to completion.
The Business of Photography
Explore other chapters in The Business of Photography
In this chapter Karl looks into some of the briefs that he has had for previous shoots that he has completed for actual clients and how they have evolved from initial client brief to final result with the help of art directors, ad agencies and the team around him.
Here Karl talks about how one of the key things to being a good photographer is being a good problem solver and how this can help you with creating sets and choosing props for your images. (Good props and sets are the supporting structure behind successful images!)
In this chapter Karl goes over pricing your photography and discusses day rates, outside services (retouchers and models etc) set building and props, agents, equipment and studio rental as well as looking into charging usage fees and finding a balance in what to charge.
Karl talks honestly about the progression of his business and how he has grown his studio over the period of 20 years. He also gives you some helpful tips and tricks to help you with your own studio
What are your potential markets? There are plenty of them and commercial photography isn’t just about advertising and product photography. In this chapter Karl talks through your options and looks into some of them in depth and explains just how lucrative certain areas of photography can be.
In this last chapter, Karl covers everything there is to know about marketing your photography business. From identifying your market and reaching potential clients to defining your brand, building a portfolio and tackling social media and website design.
In the final chapter of this business course Karl explains all that you need to know to operate the business from insurance and accounting to permits and licensing.