NOTE: I have decided to make this course free. I hope you take this information with the spirit is intended. I want photographers to be as successful as they can be. Good luck to all of you taking this course.
I think the information is vital for photographers who are being marketed to in a constant barrage of "Secrets" and "Easy Methods" and the snake oil of hype and glitz. There are no secrets, nothing this important is easy, and people who try to tell you there is a single way to success are simply full of it... and your money if you buy into the nonsense. Don't be sucked in by the perkiness and the hype, becoming a successful photographer may be one of the most difficult career moves out there. But it can be done, IS being done every day be people who are prepared and willing to work.
The Real World, NO BS, Marketing Strategies for Photographers.
The title of this course says it all... this is a real world, no nonsense approach to marketing for the commercial photographer. While this course is fully implementable by photographers of all genres, the approach is for the emerging commercial photographer. Much of the information can be used by wedding and portrait photographers, however the main thrust of it is toward the editorial, corporate and commercial photographer in markets that are difficult to get a foothold in.
The class consists of video and worksheets designed to help you forge your own, personal approach to marketing and finding clients.
This course is not designed to be done quickly, and I suggest that you take a couple of months to complete it - based on how much outside work you are doing. The worksheets take time to complete and are instrumental in the design of your marketing strategy. Use them to educate yourself, and bring them to the Webinars for some individual discussion if you would like. There will be opportunities for further discussion on these points.
Video is used for a more narrative approach, and there are the worksheets that have been mentioned. The class is designed to go from beginning to end the first time through, then to be used as a resource for continuing in the specific areas the student is struggling with.
If you are wanting to create a business out of commercial photography, build a reputation, find and retain clients and have a complete working knowledge of how marketing a small, creative business is done, this course is for you. Whether you want to go full time or make a good part time income, creating and understanding your marketing strategy will save you time, money and heartache.
As a photographer, designer and marketer for small and medium businesses for forty years, I bring all of my experience and knowledge of this field into easy to understand videos. The work is hard, but the skills needed are presented in a way that make them accessible - and that benefits the busy student in many ways.
Our Comprehensive Table of Contents:
The Real World, No BS, 'Take Your Secrets and Shove 'em” Approach to Marketing for Photographers
Marketing is a Journey Not a Destination
Marketing Builds Awareness.
There Are No “Secrets”
Crafting Your Story
Marketing is Not a Tactic or a Trick
Marketing is Not Sales
Why Cookie Cutter Strategies Won't Work
Preparing to Build Your Strategy
Goal Setting Worksheet
Keep It Simple
Creating a Strategy That is Right For You
Create Your Own Strategy
The Building Blocks
Watch Out for Roadblocks – Especially The Ones You Create
Build a Support Group
Become Responsible, and Love Being Responsible
Budget Your Assets for Maximum Reach and Minimal Expense
Understand Your Market
Building a Good Foundation
First – BE a photographer.
What do You Do?
Why do You Do It?
A Long Dissertation on Shooting What YOU Love to Shoot.
Plan the Work and Work the Plan
Shooting Every Day -- The Goal
“Shoot Every Gig for a Year” - (“Wizwow’s Approach to Making Headway”
Shoot at 110% For Every Job You Get
The Essence of the Self Assignment
Creating an “Editorial Schedule” To Keep The Work Fowing
The Time Tested, Good Ol' Hardcopy Portfolio.
Create a strong experience based book.
What is in it.
Why you have it.
Where You Show it.
Who You Show it to.
When to Create it.
Why You Still Need It
Why iIt Makes a Difference.
Which Portfolio Style is Best for You
Portfolio building ideas.
Folders for Possibilities
Basic Portfolio Challenges.
Basic Portfolio Layout.
How To Decide On Presentation
What about the Web?
How the Web Portfolio is Different Than the Hardcopy
How Many Categories / How Many Images Per?
Why Less is More
Why having a 'Webmaster” is a Losing Proposition
Presentation of the Image
How Large Should the Images Be?
How to Create a Faster Loading Image in Photoshop
Protecting The Image.
Using a Watermark (that usually looks terrible, unprofessional and silly) VS Not Using A Watermark
Hard Copy Tools
Even Business Forms Need ID
Why Spending a Ton of Money on ID when starting Makes No Sense
Common Sense Design Trends
Drop Off Materials Leave Behinds
Direct Mail Approaches
The Most Important Two Internet Tools..
Create a Blog for the 'Right' audience.
Blog For Clients, Not Other Photographers
What Kinds of 'Stuff' Should You Blog?
Social Sites (Satellite Outliers and the Main Site approach.
Why Facebook, G+ and Twitter Will NOT make you rich).
Why Ignoring Facebook and Twitter (and G+) Is A Problem – Or Not – Depending.
Use the Outliers to Build Awareness
Find and Build a List
Purchase a List
Monitoring the Effort
Use Google Analytics
Creating Additional Content Marketing
Putting it all together:
Shooting for Free vs Shooting for Access.
Should You Do Work For “Free”?
What Is The Value of your work?
Do Beginners Have to Start at “Cheaper” Prices?
Shooting for Growth.
Live the 'Life'
The Wrap Up... Keep Shooting
Resource Guide and Links
The lecture is also supplied on PDF for those who want to print it out.
If you have filled out the worksheet from the lecture above entitled: "My Building Block Assets", get it out for this indepth look at how we construct our foundation.
Take every job you get. Unless you are being taken advantage of or have reason to think you may be being cheated... Take Every Job.
You build your portfolio on doing work where you gain experience and working skills. Set a time frame. Six months? A Year? (No longer or shorter) and do all the work you can find.
Do the work.
Don Giannatti has been a photographer for more than four decades. Starting with a desire to do fine art photography, he quickly made the jump into commercial. Over the decades he has owned studios in Phoenix, New York, Chicago and LA. A wide range of clients kept him shooting everything from studio product to fashion, beauty and travel.
With a preference for photographing people and still life, Don feels that lighting is the most important part of the image making process. Understanding the light and how the subject reflects the light helps photographers visualize the image before starting the shoot. This “subject centric” approach to light is what he teaches and is the subject of much of his writing.
He has authored three books for Amherst - all currently available at Amazon.com (keyword Don Giannatti).
Don current maintains a studio in Phoenix, teaches workshops all over the world, and writes for the online Photography magazine, Lighting Essentials (www.lighting-essentials.com)