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An Ingenious Way to Build a Commercial Photography Portfolio


July 2020 issue Business

According to 54-year old Minneapolis-based commercial photographer Ken Friberg, his early career as an art director taught him ways to work with clients when he began his own photography career. “Because I had been in their shoes, I knew what clients wanted when they hired a photographer,” he says. But he also learned something equally important from his art director and agency days. “I learned the value of cold-calling,” says Friberg.Friberg built up his business as a beginning... Continue Reading >

Painterly Portraits: Barbara MacFerrin’s New Take on the Old Masters


May 2020 issue Profiles

Barbara MacFerrin fell in love with photography when her father gave her a Minolta X-370 on her 17th birthday. But it would take her more than 20 years to realize her dream of becoming a professional photographer. “Looking back, I never thought that I could make a living taking pictures,” says the Boulder, Colorado-based, fine art portrait photographer.            © Barbara MacFerrin Portrait photographer Barbara MacFerrinAfter earning a bachelor’s degree in information technology,... Continue Reading >

7 tips for crafting persuasive messaging


February 2020 issue Business

Perhaps more than ever before, you’re going to have to work hard to capture consumers’ attention. Some studies indicate that our attention span today is less than that of a goldfish. Whether in person, on the phone, or online, you’ve got but seconds to capture someone’s attention.Use these eight tips to help you craft messaging that will capture attention:1. Start with them.Find a way to use the word “you” at least once. Do this very early. By speaking to consumers directly,... Continue Reading >

How to simplify your marketing messaging and attract consumers


1.25.2020 Business

Almost all effective, persuasive messaging has one common component: simplicity. But here’s the thing: If you don’t capture your audience quickly, if they can’t grasp your core message within seconds, you’re sure to lose them. And if you don’t capture them at the get-go, you’re not likely to regain their attention.Most people don’t read; they scan. And they gravitate toward stylistic devices like bullet points that offer simple content and lots of white space. You have to accept... Continue Reading >

Great clients are made, not found


January 2020 issue Business

Does it ever feel like other studios are blessed with amazing, loyal, high-spending clients while you’re struggling with price shoppers and noncommittal customers? It doesn’t have to be that way, says Steve Saporito, a Melbourne, Australia-based photography consultant and educator.He’s also an Imaging USA 2020 speaker who has taught thousands of photographers how to find abundance in today’s photography market. He posits that the gap between high-performing studios and everyone else... Continue Reading >

3 reasons tweens are great for your senior portrait business


November 2019 issue Business

© Audrey Woulard Photographer Audrey Woulard will present a demo session at Imaging USA 2020.Photographers tend to overlook the tween market, but the pre-teen set is just as excited as a high school senior (perhaps even more) to be the subject of a portrait session. And if you gain their trust now, they’ll remember you when they think about booking a senior session down the road.Here are three reasons tweens are your ticket to expanding your high school senior client base, according to... Continue Reading >

The right light


October 2019 issue Business

How clients see youHas it ever happened that after you’ve finished a photographic work some delightful detail revealed itself that you hadn’t even known was there? Like a deeply submerged thought you hadn’t yet given voice to, some aspect needed to bubble to the surface. So it is with the written word, I find. With nearly every issue of the magazine, there comes a time in our production cycle where I’m excited and slightly surprised to see a theme arise that had somehow escaped my... Continue Reading >

Branding: Be the opposite of normal


September 2019 issue Business

Before he was the Man in the Yellow Tux, Jesse Cole worked for a college summer baseball team in Gastonia, North Carolina. It was one of the worst baseball organizations in the country: About 200 fans showed up at each game, the team had $268 in the bank, and the organization was losing more than $100,000 a year.Cole thought hard about the business he was in. Was it baseball? No, not really. More than baseball, per se, people wanted to be entertained. And that’s where Cole and the team had... Continue Reading >

Research: Regardless of their age, consumers want prints

August 2019 issue Business

Consumers of all ages value printed photographs. While popular culture stereotypes may have you believing that millennials are only interested in digital photographs, research by PPA shows they want to buy printed photographs just as much as older clients do. In fact, there was no significant difference between millennial (born 1981-1996), Generation X (born 1965-1980), and baby boomer (born 1946-1964) consumers in their desire to purchase prints after a session with a professional... Continue Reading >

Consumer-centric marketing for photographers


July 2019 issue Business

Name youR heroFor 30 years, Glynns Thomas built her reputation as a marketing all-star while working for some of the world’s best-known advertising agencies. Her accounts included Hilton Hotels, Princess Cruises, American Airlines, Infiniti Motors, and Bank of America, to name a few. Today, she teaches her favorite corporate advertising strategies to small business owners while running her own small business focused on headshot and branding photography.This dual experience has allowed... Continue Reading >
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