“Okay… what should I be offering?” The answer will depend on your clients — and your photographic genre . Each genre requires different presentation. For example, a wedding photographer, with potential sales of hundreds of images, will require completely different products from a landscape specialist offering images intended for wall display. Bear in mind too that the most appropriate printing isn't just a personal preference but will depend on the products you want to offer. For example, we recommend silver halide over inkjet for applications To View More >>

Previous |  Contents | Next Download the eBook GOOD is what gets people in the door, like a newspaper headline or a “special” at the supermarket. Good is what makes you competitive. Don’t offer just one service, offer choices. Don’t assume the deal that encourages people to get in touch with you is the one they’ll commit to later (once you’ve open their eyes to how good you are, and what you can do for them). And don’t assume that they won’t go even further once they’ve fallen in love with their own photographs. That’s To View More >>

If you want people to come looking for what’s desirable, not what’s cheapest, build your studio on high-end values. I recently visited an Audi dealership, not to buy a new car, but to learn how Audi sell their beautiful vehicles. Predictably I left desiring something I'd never considered before, and sold on Audi. My intention was to test drive the Audi Q5, but the salesperson suggested that the Q7 might be more comfortable for my height, so out in a Q7 we went. But not just any Q7, a Q7 Premium Plus with sport options! It was more amazing than I can describe … To View More >>

Justine Ungaro is conducting a Master Class at WPPI about the challenges of setting up business in a new market. We're proud to be sponsoring her. We all know that selling albums can make you more $$, but did you know that selling albums will also make you a better photographer? It’s a hard-learned lesson that took me years to figure out, so I will try to save you time by giving it to you straight! When I started out as a wedding photographer, I didn’t sell a whole lot of albums. I was intensely focused on improving my photography skill and developing my creativity. But as the To View More >>

I have a friend going back to work full time after working part time for six years to raise his kids. Some weeks ago he phoned me, incredibly disheartened after many job applications and many knock backs. No one wanted him. I encouraged him to stop treating each job interview as make or break, and to start playing. To apply for jobs he thought he couldn't get. At salary ranges he thought he couldn't justify. To mix it up, try something different each time and see what worked. The trick, I said, was to remember that his next interviewer would know nothing about his past interviews, and it wouldn't To View More >>