Advice for promoting, selling photography in today’s economic climate
In the fourth edition of “The Photographer’s Guide to Marketing and Self-Promotion,” veteran photographer’s rep Maria Piscopo condenses theory into practical instruction and reveals how to build a lucrative career by increasing clientele and profits. The guide provides current marketing and promotional practices including online marketing, new portfolio realities; how to sell in both consumer and commercial photography settings; plus 22 in-depth case studies interviewing top photographers in commercial, editorial, wedding, portrait, event, and fine art photography.
If you're a photographer trying to earn a living from your work, The Photographer's Guide to Marketing and Self-Promotion may be the best investment you make. Maria Piscopo has been a photographer's representative for more than two decades, and she has honed her message at innumerable industry conferences and workshops. In brief but information-packed chapters, Piscopo explains how to define the type of work you do, research different categories of clients, and persuade them to hire you. She deals with the nitty-gritty of portfolio presentation (how much do you show?), writing the selling "script" (what do you say and how do you tailor it to your audience?), and negotiating costs. Other chapters discuss how to work with a rep and a marketing coordinator. Throughout the book, first-person accounts by successful photographers add welcome practical details. While the level of detail on most topics is unusually thorough (where else are you likely to read about how to leave a voice mail message for a potential client?), a few areas could profitably be expanded or tweaked. There is a lot more to be said about styles and pitfalls of Web marketing, and the chapter on press releases could use the cautionary advice of someone on the other side (a newspaper or magazine editor). And maybe the next edition could lose all those distracting exclamation marks. Piscopo's cheerful, down-to-earth style is plenty persuasive without them. --Cathy Curtis --This text refers to an alternate Paperback edition.
"Full of specific, practical information that takes into account today’s difficult economic climate for commercial photographers." -- Popular Photography
"Her advice is clear and very targeted . . . a formula for success in this business.” -- Diane Padys, photographer
“Maria’s insight into the working photographer is incredible. She helped me understand the process, and how to grow with it!” -- Nick Vedros, Vedros & Associates Photography
“The thoroughness of this step-by-step approach is also its greatest strength.” -- Photo District News --This text refers to an alternate Paperback edition.