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The Photographer's Guide to Making Money: 150 Ideas for Cutting Costs and Boosting Profits
Money
150 Ideas for Cutting Costs
and Boosting Profits
Karen Dórame
AmherstMedia
®
PUBLISHER OF PHOTOGRAPHY BOOKS
THE PHOTOGRAPHER’S GUIDE TO
Making
About the Author
As a trainer for Special Kids Photography of America, Karen Dórame teaches workshops to attendees whose pro-
ficiency levels range from just entering the professional scene, all the way up to Master Photographer and Crafts-
man level. Questions asked by those new to the business led Karen to explore the challenge of collecting helpful
money-saving (resulting in money-making) advice from skilled professionals who have learned the business
through years of schooling and experience.
View the companion blog to this book at:
http://photoguidemoney-dorame.blogspot.com/
Check out Amherst Media’s other blogs at:
http://portrait-photographer.blogspot.com/
http://weddingphotographer-amherstmedia.blogspot.com/
Copyright © 2009 by Karen Dórame.
All photographs by the author unless otherwise noted.
Photographs on front and back cover by Karen Dórame.
All rights reserved.
Published by:
Amherst Media
®
P.O. Box 586
Buffalo, N.Y. 14226
Fax: 716-874-4508
www.AmherstMedia.com
Publisher: Craig Alesse
Senior Editor/Production Manager: Michelle Perkins
Assistant Editor: Barbara A. Lynch-Johnt
Editorial Assistance by John S. Loder and Charles Schweizer.
ISBN-13: 978-1-58428-257-0
Library of Congress Control Number: 2008942243
Printed in Korea.
10 9 8 7 6 5 4 3 2 1
No part of this publication may be reproduced, stored, or transmitted in any form or by any means, electronic,
mechanical, photocopied, recorded or otherwise, without prior written consent from the publisher.
Notice of Disclaimer: The information contained in this book is based on the author’s experience and opinions.
The author and publisher will not be held liable for the use or misuse of the information in this book.
Contents
Front cover—
Teen model Kailee Gow
was photographed as part of a lighting
class led by Carl Caylorat Image Explo-
rations, a PPA Affiliate School in Victo-
ria, BC. Photo by the author.
Above—
A
great hat collection can decrease your
costume or wardrobe costs. See tip #137
for more money-saving, wardrobe build-
ing strategies. Photo by Stacy Bratton.
1. Specialize in a genre . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
2. Make the most of your abilities . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
3. Don’t try to fit a square peg in a round hole . . . . . . . . . . . . . . . . . .9
4. Consider unexpected specializations . . . . . . . . . . . . . . . . . . . . . . . .10
5. Develop a unique style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11
6. Plan for success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12
7. Impress yourself . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13
8. Promote your work to those around you . . . . . . . . . . . . . . . . . . . .13
9. Bring in volunteers as models . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
10. Clearly define your fees when you become a paid professional . . .14
11. Compare your work to that of other artists . . . . . . . . . . . . . . . . .14
12. Know what a technically correct image looks like . . . . . . . . . . . . .14
13. Master your craft . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
14. Practice is the cheapest training . . . . . . . . . . . . . . . . . . . . . . . . . .17
15. Make yourself worth your fee . . . . . . . . . . . . . . . . . . . . . . . . . . . .18
16. Build a resource library . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21
17. Learn more about photography online . . . . . . . . . . . . . . . . . . . . .22
18. Photography conventions are well worth the investment . . . . . . .23
19. Buying does not equal learning . . . . . . . . . . . . . . . . . . . . . . . . . .24
20. Keep your head about you at the trade show . . . . . . . . . . . . . . . .24
21. Industry magazines keep you current . . . . . . . . . . . . . . . . . . . . . .25
22. Find a mentor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26
23. Get advice from the store where you purchase your equipment . .27
24. Join local professional photographers’ groups . . . . . . . . . . . . . . .27
25. Test your mettle in photography contests . . . . . . . . . . . . . . . . . . .27
26. Attend or enter national print competitions . . . . . . . . . . . . . . . . .27
27. Photography safaris and short-term photo schools
serve as vacations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28
28. Don’t jump without a parachute . . . . . . . . . . . . . . . . . . . . . . . . .32
29. Join a professional photographic organization . . . . . . . . . . . . . . .32
30. Create a business plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33
31. Develop your brand . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33
32. Know your cost of goods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34
33. Raise prices instead of lowering them . . . . . . . . . . . . . . . . . . . . . .34
34. Put off hiring until you can afford it . . . . . . . . . . . . . . . . . . . . . .34
3
35. Sign on an intern or mentor an assistant photographer . . . . . . . . .35
36. Trade for services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35
37. Secure your capital reserves . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35
38. Equipment may not be your most important investment . . . . . . .35
39. Consider renting equipment . . . . . . . . . . . . . . . . . . . . . . . . . . . .37
40. Triage your equipment shopping list . . . . . . . . . . . . . . . . . . . . . .37
41. When you get new equipment, thoroughly learn to use it . . . . . .37
42. Save money on small purchases . . . . . . . . . . . . . . . . . . . . . . . . . .38
43. Assemble a small “tool” kit to accompany your camera gear . . . . .38
44. Less expensive imaging software is available . . . . . . . . . . . . . . . . .39
45. Don’t waste time fixing poor captures . . . . . . . . . . . . . . . . . . . . .39
46. Use plug-ins to save time—and images . . . . . . . . . . . . . . . . . . . .40
47. Don’t steal software (but don’t pay full price either) . . . . . . . . . .41
48. Use actions or digital filters to lighten your workload . . . . . . . . . .43
49. Use image manipulation as a sales edge . . . . . . . . . . . . . . . . . . . .43
50. Create an “old fashioned” image in a flash . . . . . . . . . . . . . . . . . .45
51. Paint in Photoshop (without additional software) . . . . . . . . . . . .46
52. Graphics tablets and other hardware can be acquired for less . . . .47
53. Learn new imaging techniques with free tutorials . . . . . . . . . . . . .48
54. Master natural light—it’s free . . . . . . . . . . . . . . . . . . . . . . . . . . . .48
55. Don’t purchase studio lighting without a hands-on trial period . .48
56. Inexpensive daylight-balanced bulbs are a great option . . . . . . . . .49
57. Save time by mastering your camera’s white balance settings . . . .49
58. Use a gray card to ensure correct color rendition in your images . .50
59. Try a white-balancing lens accessory . . . . . . . . . . . . . . . . . . . . . .50
60. Use software as a backup for perfecting color . . . . . . . . . . . . . . . .50
61. Find lighting looks you enjoy, then learn to emulate them . . . . . .50
62. Pop-up flash creates an amateur look in portraits . . . . . . . . . . . . .51
63. External flash is an excellent first lighting investment . . . . . . . . . .51
64. Make a light diffuser for less than $1 . . . . . . . . . . . . . . . . . . . . . .52
65. Build your own external-flash shield . . . . . . . . . . . . . . . . . . . . . . .52
66. Invest in light modifiers. You’ll never outgrow them . . . . . . . . . .53
67. The most clever light enhancer ever—for under $15 . . . . . . . . . .53
68. Use whatever is handy to add or subtract light . . . . . . . . . . . . . . .55
69. Build a small light tent . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .55
70. Create an inexpensive background light/hair light . . . . . . . . . . . .55
71. Use a mirrored acrylic panel as a strong reflector . . . . . . . . . . . . .55
72. Try the freestanding “hunk” reflector . . . . . . . . . . . . . . . . . . . . .56
73. Paint nonmoving subjects with a spotlight . . . . . . . . . . . . . . . . . .57
74. Nuts and bolts help create ingenious lighting solutions . . . . . . . .58
75. Build a “take apart” scrim for studio and location work . . . . . . . .58
76. Use an affordable shop light as a studio light source . . . . . . . . . . .59
77. Take lighting workshops to save time and money . . . . . . . . . . . . .60
Clever birth announcements make great
add-on portrait products that will in-
crease your profits. Photo by the author.
Use simple artistic enhancements to
take your portraits from ordinary to
extraordinary and watch your profits
grow. Photo by the author.
4
You can create this light modifier for
less than a dollar. See tip #64 for de-
tails. Photo by the author.
78. Where studio lighting is concerned, compare apples to apples . . .60
79. Do you really need a light meter? . . . . . . . . . . . . . . . . . . . . . . . . .60
80. Marketing is an investment in success . . . . . . . . . . . . . . . . . . . . . .61
81. Show only your best work . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .61
82. Be a card-carrying photographer . . . . . . . . . . . . . . . . . . . . . . . . .61
83. Business cards are a waste of money if the type and pictures
are too small . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .62
84. Create specialized business cards . . . . . . . . . . . . . . . . . . . . . . . . .62
85. Order small batches of business cards with different images . . . . .63
86. Print business cards after each session . . . . . . . . . . . . . . . . . . . . . .63
87. Post a web site as soon as possible . . . . . . . . . . . . . . . . . . . . . . . .63
88. Get on the blog bandwagon . . . . . . . . . . . . . . . . . . . . . . . . . . . .64
89. Postcard advertising pays off . . . . . . . . . . . . . . . . . . . . . . . . . . . .64
90. More spending doesn’t equate to greater success . . . . . . . . . . . . .65
91. Build a resource file of marketing ideas . . . . . . . . . . . . . . . . . . . .65
92. Track your results to determine your success rate . . . . . . . . . . . . .65
93. Send out periodic (not weekly) e-mail announcements . . . . . . . . .65
94. Follow up with past clients to keep them coming back for more . .65
95. Offer gift cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .66
96. Partner with retail stores . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .67
97. Learn to say no . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .68
98. Reach out to an untapped market . . . . . . . . . . . . . . . . . . . . . . . .69
99. Create public service/community awareness displays and
volunteer your services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .69
100. Get free publicity instead of, or before, buying it . . . . . . . . . . . .70
101. Look for free display opportunities . . . . . . . . . . . . . . . . . . . . . .71
102. Arrange speaking engagements . . . . . . . . . . . . . . . . . . . . . . . . .72
103. Get free marketing advice . . . . . . . . . . . . . . . . . . . . . . . . . . . . .72
104. Marketing workshops are good investments . . . . . . . . . . . . . . . .72
105. Improve your people skills . . . . . . . . . . . . . . . . . . . . . . . . . . . . .73
106. Use skits to encourage subject interaction . . . . . . . . . . . . . . . . .73
107. Go on a “no cheese” diet . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .74
108. Learn to inspire great expressions . . . . . . . . . . . . . . . . . . . . . . . .74
109. Collect verbal “smile catchers” and mood makers . . . . . . . . . . .74
110. Always be on the lookout for great images . . . . . . . . . . . . . . . . .77
111. A trained eye is the most valuable tool . . . . . . . . . . . . . . . . . . . .79
112. Don’t take all the advice that comes your way . . . . . . . . . . . . . .79
113. Explore the “unseen” in your photograph . . . . . . . . . . . . . . . . .81
114. Think quick, save a shot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .81
115. Save your leftovers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .82
116. Don’t open a studio until you are certain you are ready . . . . . . .83
117. Think hard before opting for a storefront studio . . . . . . . . . . . .83
118. Consider a quaint or artsy studio location . . . . . . . . . . . . . . . . .85
Shop lights can serve as studio lighting
units when coupled with light modifiers.
Photo by the author.
5
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