Enhanced descriptions from Syndetics:

Veteran photographer's rep Maria Piscopo turns theory into practical, easy-to-understand advice about building a marketing plan that incorporates self-promotion, advertising, direct marketing, public relations, and the Internet. This fifth edition has been thoroughly revised to include the most up-to-date coverage of social media and website development, and includes thirty-seven interviews with top photographers. Readers will learn how to:

Create a business plan
Identify a marketing message
Find reps and agents
Hire a marketing coordinator
Deal with ethical issues
Work with commercial and consumer clients
Plan a budget
Create an effective portfolio
Write press releases

The Photographer's Guide to Marketing and Self-Promotion contains unique information to help professional and aspiring photographers build satisfying, lucrative careers.

Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.

Table of contents provided by Syndetics

• Acknowledgments (p. ix)
• Section 1
• Chapter 1 The Business Side of Self-Promotion (p. 1)
• Tools for Personal Productivity (p. 1)
• What Your Photography Clients Really Want (p. 7)
• Resources (p. 9)
• Chapter 2 Getting Started in Business (p. 11)
• Financial Factors (p. 11)
• Legal Factors (p. 14)
• Identify Your Marketing Message (p. 16)
• Sample Business Plan Outline (p. 18)
• Case Studies: Three Different Perspectives on the Business of Marketing (p. 19)
• Chapter 3 The Ethics of Good Business (p. 25)
• Ethics Are Not Always Big Decisions (p. 25)
• Ethical Issues with Clients (p. 26)
• Chapter 4 Photo Representatives, Other Agents, and Hiring and Working with a Marketing Coordinator (p. 31)
• Art/Photo Representatives (p. 31)
• Other Types of Reps (p. 32)
• Plow Do You Know If You Are Ready for a Rep? (p. 33)
• How Do You Find a Rep? (p. 33)
• Where Do You Find Information about Reps? (p. 33)
• The Rep/Photographer Relationship (p. 35)
• Hiring and Working with Marketing Coordinators (p. 35)
• Some Resources for Finding Reps (p. 39)
• Section 2
• Chapter 5 Types of Clients (p. 43)
• Consumer Clients (p. 43)
• Commercial Clients (p. 45)
• Chapter 6 Marketing to Commercial Clients (p. 47)
• Once You Have Your Marketing Message (p. 47)
• Use All the Tools (p. 48)
• Case Studies: Marketing Your Travel Photography (p. 49)
• Case Studies: Business of Lifestyle Photography (p. 53)
• Chapter 7 Marketing to Consumer Clients (p. 57)
• The Balance of Personal and Nonpersonal (p. 57)
• Planning Your Budget (p. 58)
• The Never-Ending Cycle (p. 60)
• Case Studies: The Wedding-Photography Business (p. 60)
• Chapter 8 Marketing on the Internet (p. 67)
• Where to Place Your Website (p. 67)
• Better-Working Websites (p. 68)
• Add Useful Information (p. 70)
• Driving Traffic to Your Website (p. 71)
• Search Engine Optimization (SEO) (p. 72)
• Interview with Grover Sanschagrin, Cofounder, PhotoShelter.com (p. 72)
• Chapter 9 Using Social Media (p. 75)
• Social Media Marketing (p. 75)
• Eight Things You Need to Know (p. 75)
• Interview with Robert Caplin, Photographer and Workshop Leader (p. 76)
• Section 3
• Chapter 10 Researching New Clients (p. 81)
• Primary Market Research (p. 81)
• Buying Databases and lists: Information for Leads (p. 84)
• Secondary Market Research (p. 85)
• Chapter 11 Computers for Your Business Management and Marketing (p. 87)
• Get Professional Help (p. 87)
• Better Management of Your Business (p. 88)
• Bookkeeping and Accounting (p. 91)
• One That Does It All (p. 92)
• Backup and Antivirus (p. 93)
• Chapter 12 Steps to Selling (p. 95)
• Finding the Will to Be Persistent (p. 95)
• The Rule of Three (p. 96)
• Making Better Submissions (p. 96)
• Scripting for Conversational Etiquette (p. 97)
• The Motivation to Make the Call (p. 97)
• Handling Objections (p. 98)
• Get the Name of the Person in Charge (p. 98)
• Get an Appointment (p. 99)
• Get Information (p. 99)
• Present Yourself to Build Follow-Up (p. 101)
• Dealing with Voicemail (p. 103)
• Chapter 13 Packaging Your Cost Proposals (p. 105)
• The Big Question (p. 105)
• PLUS-Size Resources (p. 106)
• The Project Description (p. 106)
• Take Some Time (p. 108)
• Preparing Considerations to Negotiate (p. 108)
• Talking about Price (p. 109)
• The Written Proposal-Package Your Price (p. 111)
• Case Studies: Taking Charge of What You Charge (p. 114)
• Chapter 14 Keep Clients Coming Back (p. 121)
• Demonstrate Technical Ability (p. 121)
• If You Do Not Have Experience (p. 122)
• Show Your Creativity (p. 122)
• Offer More Services (p. 122)
• Be a Professional (p. 123)
• Meet the Client's Real Needs (p. 123)
• Make Clients Feel Safe (p. 124)
• Handle Conflict Better (p. 124)
• What to Do Next (p. 125)
• Section 4
• Chapter 15 Advertising as a Marketing Tool (p. 129)
• Submitting Free Listings (p. 129)
• Buying Display-Advertising Space (p. 130)
• Planning Display Advertising (p. 131)
• Sometimes There Is a Gap (p. 135)
• Chapter 16 Direct-Mail Marketing (p. 137)
• The Gap Is Back (p. 138)
• Frequency and Reuse (p. 138)
• Set Specific Goals (p. 138)
• Plan and Test (p. 139)
• Ask for Response: "Call to Action" (p. 139)
• Image Selection for Direct Mail (p. 142)
• Chapter 17 Email Marketing (p. 153)
• Dos and Don'ts: Email Design Issues (p. 153)
• Avoid Sending Spam (p. 155)
• Email Service Providers (p. 155)
• Section 5
• Chapter 18 Portfolios That Sell Your Work (p. 165)
• Portfolio Planning (p. 166)
• Creating Portfolio Images (p. 168)
• Case Study: A Rep's Point of View on Portfolio Presentations (p. 169)
• Case Studies: The Value of a For folio (p. 171)
• Chapter 19 Promo Pieces (p. 177)
• Primary Promotion (p. 177)
• Secondary Promotion (p. 178)
• Chapter 20 Public Relations (p. 199)
• Planning and Writing Press Releases (p. 200)
• Entering and Winning Awards (p. 207)
• Events and Programs (p. 207)
• Photo Workshops (p. 208)
• Case Study: Benefits of Public Relations (p. 208)
• Chapter 21 Marketing by Association (p. 213)
• Client Associations (p. 213)
• Community Associations (p. 215)
• Peer Associations (p. 216)
• Case Studies: The Benefits of Association (p. 216)
• Resources (p. 221)
• Section 6
• Chapter 22 Writing the Commercial-Client Marketing Plan (p. 225)
• Sample Marketing Plan (p. 226)
• Case Studies: Business of Event Photography (p. 228)
• Chapter 23 Writing the Consumer-Client Marketing Plan (p. 233)
• Case Studies: Family-Portrait Business (p. 233)
• Case Study: Senior-Portrait Photography (p. 241)
• Chapter 24 Selling Your Personal Work (p. 245)
• But Is It Art? (p. 246)
• Are You Ready for the Fine Art Market? (p. 246)
• The Changing Fine Art Market (p. 246)
• The Future (p. 247)
• Case Studies: Selling Your Fine Art Photography (p. 247)
• Resources for Selling Personal Work (p. 251)
• Index (p. 253)

Author notes provided by Syndetics