The Successful Professional Photographer: How to Stand Out, Get Hired, and Make Real Money as a Portrait or Wedding Photographer

Title
Copyright
Dedication
Acknowledgments
About the Author
Contents
Foreword
Introduction
Part One How to Stand Out
	Chapter 1 Unleashing Instagram’s Business Potential
		Strategic and Consistent Color Palette in Your Instagram Feed
		A Feed with a Theme
			Post What You Want to Sell, and Rotate Photo Categories
		Carefully Created Hashtags
			Make Sure Your Hashtags Match or Are Related to the Photo
			Number and Placement of Hashtags
		Portrait or Wedding Photographer Caption Strategies
			Make the First Part of Your Caption “the Hook”
			It Should Be Informative, Relatable, or Interesting
			Offer a Key Takeaway
			Present a Call to Action
			Make It Easy to Read
		Use Instagram Stories to Create a Personal Touch
			Pitfalls of Instagram Stories
	Chapter 2 Seo for Portrait and Wedding Photographers
		Searcher Intent: Be First on Google
			Searcher Intent
			Ranking First
		SEO Manual from Good Gallery
			SEO
			Ranking Factors
			Keywords
			Keyword Phrases
			Titles
		Content Creation
			Copywriting
			Define Target Keywords
			Investigate Keywords
			Review the Top 10 Search Results
			Consider Searcher Intent
			Research the Topic
			Write the Content
			Revise the Content
		Image File Guidelines
			Filenames
			Content
			Tags
		Final Words on SEO
	Chapter 3 Client Testimonials
		When Is It Appropriate to Request a Review from a Client or Vendor?
		How to Request a Client Testimonial Via Phone
			Phone Testimonial Request Example
			Why This Works
		Requesting a Testimonial Via Email
		Providing an Incentive for Writing a Testimonial
		How to Handle Negative Reviews
		Learning from Review Patterns
	Chapter 4 Youtube and Facebook Live Broadcasts
		YouTube and Facebook Live
		Creating YouTube and Facebook Videos in the Live Environment
			Set Up a Casual, Well-Lit Space
			Dress Casually but Be Professional
		The Purpose of Your Videos or Live Sessions
			Share Your Process, Techniques, or a Relevant Story
			Show a Live Shoot
			Give Helpful Advice on an Important Topic to Your Clients
			Invite Your Clients to Book a Shoot, Buy a Product, Sign Up for Something, or Follow You on Social Media
		A Note about Gear
	Chapter 5 The Effective Business Promo Video
		Not All Styles of Promo Videos Are Effective for a Photography Business
		The Anatomy of a Great Story-Style Business Promo Video
			Riveting Opening Scene
			What Motivated You to Begin Your Journey?
			Introduce Conflict and Challenges
			Provide Conflict Resolution
			Wrap-Up: What Motivates You Now?
			Video Footage and Length
		Final Thoughts on a Business Promo Video
			Have Two Versions of Your Promo Video
	Chapter 6 Featuring Your Work in Magazines and on Blogs
		Why You Need to Be Featured
			Gain a Talented and Loyal Working Team
		Find the Right Magazine or Blog for Your Submission
			Check Out Magazine and Blog Submission Guidelines and Requirements
		Breakdown for Wedding Submissions
			Details
			The Rest of the Wedding Story Breakdown
			Of All These Photos, Which Ones Should You Choose to Submit?
			Explain Why the Wedding Interested You Enough to Submit It
		A Quick Note About Submission Etiquette
		The Basics of Portrait and Editorial Submissions
			Baby Steps
			Fashion Editorial Photos Are the Opposite of Portrait Photographs
			Writing Stories with Styled Shoots
Part Two How to Get Hired
	Chapter 7 The Impact of First Impressions
		Passing the First-Impression Test
			What You Wear Greatly Impacts Your Prospective Clients’ Opinion About You
		Unoriginal Small Talk Questions
			Greeting
			Small Talk Questions and Topics to Avoid
		Engaging Small Talk Conversations
		Conversation Starter Props
	Chapter 8 Understanding a Prospective Client’s State of Mind
		The Client’s State of Mind
			They Have Done Extensive Research
			They Are Part of a Long Sales Cycle
			They Are Highly Skeptical
			They Are Overwhelmed with Information
	Chapter 9 Delivering a Skillful First Prospective Client Meeting
		Avoid Loaded Terms and Exaggerated Enthusiasm
		How Would Clients Benefit from Hiring You?
			Your Style
			Your Approach
			Your Pricing
			Your Experience
			Your Genuine Enthusiasm
			Your Technical Ability
			Your Flexibility
			Your Personality
		Show Prospective Clients “Before and After” Contrasts in Your Presentation
		Work Out a Google Earth Plan for Prospective Clients
		Connect Printed Photographs with Positive, Emotional Stories
		Set Realistic Expectations from the Start
Part Three How to Make Money
	Chapter 10 The Perceived-Value Tier System
		Value Placed on Wedding Photography Versus Dollars Spent on Wedding Photography
		Cost of Goods Sold (COGS) Product and Time Strategy
			Low-Value Tier: 5–14% of Total Wedding Budget ($1,500–$4,200)
			Mid-Value Tier: 15–19% of Total Wedding Budget ($4,500–$5,700)
			High-Value Tier: 20–30% of Total Wedding Budget ($6,000–$9,000)
		What About the Cost of an Assistant or Second Photographer?
		Key Factors Influencing Which of the Three Tiers the Photographer Belongs In
			The Importance of Delegating
	Chapter 11 Client-Centric Pricing Strategy
		Four Steps to a Client-Centric Pricing Strategy
		Client Motivation to Invest in Photography
			Memory-Motivated
			Self-Motivated
			Need-Motivated
		Value Creation Tools
			Scalability
			Incentives
			Negotiable Items
			Personalization
		How to Implement the Material in This Chapter
	Chapter 12 Anchored Collections Sales Method
		Photography Collections
			Collections Sales Method Pros and Cons
		What Are the Options for Products and Services You Can Offer?
		Anchored Collections
			Breaking Down the Anchored Collection Strategy
			Retainer Strategy
		Profit Margin Examples for Portrait and Wedding Photographers
			Working Out Your Profit Margin, Simplified
			Couples Portrait Pricing Example
		A La Carte Products and Services
	Chapter 13 A La Carte Sales Method
		A La Carte Session Fee Strategies
			Low Entry Fee Strategy
			Exclusivity Session Fee Strategy
		Mini Session Fee Strategy
			Straight Session Fee
			Session Fee with Print Credit
		Advisory (Sales) Meeting with the A La Carte Selling Method
			Have a Benchmark Ready
		My A La Carte Pricing Method for Wall Art and Mounted Photographs
	Chapter 14 Final Design and Presentation
		Design and Presentation Methods and Examples of Price Lists
			Wedding Photography Collections Design
			Portrait Photography Design
		Take Your Time Designing Your Price Lists
Conclusion