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The Real Business of Photography
by Richard Weisgrau
This honest, tell-all guide is written by one of the best-known players of the media photography business. Drawing from decades of experience as a working photographer and industry leader, the author defies popular “business myths” and trend-driven behavior by providing a fresh, common-sense approach to running a photography business.
Focusing on what is specifically important to a photography business, the author asks critical questions such as: Why create a sixty-page business plan when only twenty pages are relevant to a photographer’s work? Why practice “blanket marketing” when your clients are all clustered in one part of the country/region? Under the motto “dare to be different,” the book covers all the essentials of running a photography business— setting a strategic vision and managing finances, networking for prospects and retaining clients—with the goal to develop an individual, unique business style. Using examples from his own rich professional experience, the author illuminates the power of thorough market research, a client-specific marketing approach, and a self-reliant business spirit.
Key concepts are illuminated by graphic charts and difficult business scenarios played out in dialogue form, making this book a reader-friendly, visually stimulating experience. Helps photographers do what they need most today: to discard trendy success recipes and regain trust in their own business instincts. |
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Reviews
“I have fifty years in the business. Richard Weisgrau is one of the few people I consistently go to for advice. The chapter on negotiating alone explains why—a good read.”
—Jay Maisal, photographer
“Dick Weisgrau brings to bear his years of experience with helping fellow photographers. The Real Business of Photography cuts through the clutter and gives practical steps for making it in the world of photography. Hallelujah!”
—David Trust, CEO, Professional Photographers of America, International Association of Professional Event Photographers
“This is a very comprehensive and well presented book on the business of photography. It provides a direct, no-nonsense approach to a subject that most photographers choose to ignore. Dick Weisgrau knows his stuff.”
–Michael Furman, photographer
“Many photographers seem to forget that the photography business is a business and not a hobby. This book gets right to the point and explains and demystifies the whole process.”
— Al Satterwhite, photographer and filmmaker”
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