Commercial Photography Handbook: Business Techniques for Professional Digital Photographers

Dedication & Copyright\n......Page 3
Contents......Page 4
Preface......Page 6
A Brief History of Commercial Photography......Page 7
Distilling the Business of Commercial Photography......Page 11
The Role of the Client......Page 13
Selling Images or Licensing Usage Rights?......Page 15
Have a Signed Contract......Page 18
Get Model and Property Releases......Page 19
Keep Your Copyright......Page 21
Architecture......Page 24
Spotlight: Paul Bardagjy......Page 25
Product and Still-Life Photography......Page 28
Food Photography......Page 31
Fashion Photography......Page 34
Retail Photography......Page 38
Wedding Photography......Page 39
Portrait Photography......Page 42
Spotlight: Will Van Overbeek......Page 45
Advertising Photography......Page 48
Jobs on the Photo Shoot......Page 49
Equipment......Page 50
Corporate Photography......Page 52
Encouraging Repeat Business......Page 53
What You’ll Need to Deliver......Page 54
Understanding Corporate Culture......Page 55
Some Axioms for Doing Business......Page 56
Where Does Stock Photography Fit In?......Page 57
Photo School......Page 60
Assisting......Page 61
Getting the Most Out of the Relationship......Page 64
Spotlight: Wyatt McSpadden......Page 65
The Friction Zone......Page 70
Common Sense Stuff......Page 71
The American Society of Media Photographers......Page 72
Professional Photographers of America......Page 73
4. Marketing......Page 74
Effective Marketing Requires Six Steps......Page 75
Mass Marketing versus Targeted Marketing......Page 76
Internet Marketing......Page 77
Direct Mail......Page 82
Sourcebooks......Page 84
Face to Face Meetings......Page 86
Professional Associations......Page 87
Additional Avenues......Page 89
Summary......Page 92
Never Give Your Work Away......Page 95
The Karma (Instant and Otherwise) of Disparaging Other Photographers......Page 97
Taxes......Page 98
Becoming a Business Entity......Page 100
Getting Right with the IRS......Page 101
General Business Insurance......Page 103
Life Insurance......Page 105
Pricing Theory......Page 106
The Day Rate versus Fee Based Work......Page 109
Bids and Estimates......Page 110
Corporate Bids and Estimates......Page 111
Getting Paid......Page 113
The Special Case that Drives Freelancers Crazy......Page 114
Writing a Contract......Page 116
Clogged Cash Flow......Page 118
A Case Study......Page 119
Predictions......Page 122
Epilogue......Page 123
Resources......Page 124
Index......Page 126