Study: 45 percent of Americans plan to purchase photography

June 2019 issue Business

How's this for good news: Consumer research commisioned by PPA finds that 45 percent of American adults plan to purchase professional photography in the next 12 months. While most of those 100 million-plus people don't represent your target market, there is still a world of opportunity for selling all kinds of images. Here's the breakdown of what consumers expect to buy. © Professional Photographers of AmericaNote: Total does not equal 100 percent due to multiple responses.Sources:...Continue Reading >

Certified professional photographer credential speaks volumes


June 2019 issue Business

If there’s a single credential that’s nearly universally understood by consumers as a professional stamp of approval, it’s certification. Certification exists across many industries and professions—accounting, medicine, and education, among others. While they may not have an appreciation for the specific criteria that must be met for certification in any given market segment, the public instinctively understands that certification connotes competence. They know that an individual who...Continue Reading >

How Lisa Holloway cultivated a high-end client base


May 2019 issue Profiles

Recognized as one of the premier portrait artists serving metro Las Vegas, Lisa Holloway’s business runs off of an enthusiastic client base and strong referrals in an affluent market. Her portrait sales averages are well into the five figures. It took courage to make her way to this enviable place in her career.Holloway started out like a lot of portrait photographers who build a business through trial and error, and she experienced many of the same frustrations as any fledgling...Continue Reading >

Photographers must outpace expectations to succeed, study shows


May 2019 issue Business

Clients only make referrals when they're blown away“Good enough is not good enough,” says photographer, author, and business coach Jeffrey Shaw, Cr.Photog. And consumer research commissioned by PPA confirms it.More than 50 percent of people who have purchased professional photography found their photographer through a word-of-mouth referral, indicates PPA’s consumer study. On the face of it, that sounds like a good thing for photographers who are able to consistently meet the...Continue Reading >

Get off the struggle bus

May 2019 issue Business

Difficulties pop up now and again for everyone, but sometimes you recognize a nagging issue you can’t get away from. Don’t ignore it, and don’t procrastinate. A persistent block can keep you from making progress in your business and can sap your confidence. Here are a few tips to help you get off that struggle bus.© Professional Photographers of AmericaContinue Reading >

How to improve the customer experience


May 2019 issue Business

Michael Barber has spent his career helping organizations improve their customer experience. Barber is senior vice president and chief creative officer at the marketing agency Godfrey. He spoke at Imaging USA in January in the popular Bridging the Gap track, explaining how photographers can optimize their customer experience by looking to bigger brands for guidance.© Courtesy Michael Barber Michael BarberBy framing his customer experience lessons in Beyoncé song titles, Barber makes it...Continue Reading >

Stop sabotaging your photography sales


April 2019 issue Business

Fear. It’s a prevalent theme in professional photography, and an all too common refrain among photographers discussing the fundamental problems that drag down their businesses. Fear of rejection. Fear of following your true creative inspiration. Fear of charging what you’re worth. Fear of being able to sell your art. For creative professionals trying to make a living producing art on demand, fear can creep into many areas of the creative and business processes.© Jeff Dachowski Jeff...Continue Reading >

Want clients? Create a unique value proposition

April 2019 issue Business

A unique value proposition is what separates you from your competitors in consumers’ minds. This critical business asset explains what you offer that’s distinct, and it becomes the heart of your consistent and cohesive marketing messaging. A great value proposition is clear, concise, and specific. Examples: Uber offers uber convenience; Dollar Shave Club gives you a great shave for a few bucks a month; Tortuga Backpacks let you bring everything you need without checking a bag.Some food...Continue Reading >

Josh Hanna hits the mark with moody senior portraits


April 2019 issue Profiles

Finding properity by embracing limitationsLike many photographers, Josh Hanna, CPP, spent his first few years in the business just trying to gain a foothold. He hustled, he bounced between specialties, he courted several different types of clients, and he tried anything and everything to find his place in the market.In 2015, about three years into operating his Cross Lanes, West Virginia, studio, Hanna’s perspective started to change. He stopped looking at the photography market as a...Continue Reading >

4 steps to diffusing anger

March 2019 issue Business

We're often caught of guard when we have to respond to someone who's angry, which could be a disgruntled client, an unhappy employee, or even a family member. Whether they're silently stewing or screaming out loud, the first step as the recipient of anger is to calm ourselves so we can engage our best listening skills with an air of patience and curiosity. Clear a path for construction communication by following these steps.Source: "Crucial Conversations: Tools for Talking When Stakes Are...Continue Reading >
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