The Working Photographer: Best Books to Build Your Business

Q:  What’s the difference between a photographer and a pizza?

A:  A pizza can feed a family of four.

The joke brings a knowing smile to working photographers because it makes light of a common issue.  How can you make a living doing the thing you love?

The first piece of practical advice is to quit treating your hobby like a hobby.  Most photography studios don’t fail because of poor creative work; they fail because of a lack of understanding and implementation of the business aspects of this field.  Fortunately, there are professional organizations to provide education and some excellent books that can guide you through what is sometimes a confusing compilation of sales, marketing and financial strategies.   Here are a few of our favorite choices:

Best Business Practices for Photographers, Second Edition by John Harrington

ISBN-10: 1435454294

John Harrington deftly tackles many issues ranging from how to effectively market your business to how to get through an IRS audit.  His CV includes editorial credits with the Associated Press, the New York Times, USA Today and many others.  Harrington is generous with his knowledge and experience and his teaching chops translate well onto the page.  Consider adding this edition to your bookshelf or download it to your e-reader; it will serve as an excellent reference for anyone who is currently working in the business or one day dreams to do so.

Photography Business Secrets:  The Savvy Photographer’s Guide to Sales, Marketing and More by Lara White, ISBN-10:  1118488407

Author Lara White states up front that a successful photography business is 20% photography and 80% business, and many in the industry would agree with her assertion.  This book is especially valuable if you’re at the stage where you’d like to take those steps toward building a photography business but aren’t sure how to start.  White’s book offers strategies for choosing a specialty or niche, building a brand and marketing your services to the public.  White also covers how to create a business plan and pricing strategies for services.  White’s writing style is easy and relatable, making the material accessible for the photography novice or those who have little prior business experience. 

Legal Handbook for Photographers by Bert P. Krages Esq.,

ISBN-10 1608954757

The legalities around shooting and selling images can be confusing even for well-schooled photographers, so Krages’ legal expertise proves helpful in this book.  This isn’t a dry tone filled with legalese, but rather, Krages provides scenarios and demonstrates how legal issues can impact the photographer based upon the situation.  This edition also covers the important issue of photographing in public and how laws are applied in such environments.  An important reference for working photographers or even those who enjoy shooting street photography. Being current on laws surrounding the business and craft of photography is key to keeping yourself on the right side of each shooting situation.

ProMaster Guide to Digital SLR Photography, 2^nd Edition, by Jenni Bidner

For those looking to brush up on their shooting skills or to get the most from their digital SLR, the ProMaster Guide to Digital SLR Photography, Second Edition, by Jenni Bidner, is the perfect partner for the job.  The craft of photography is a lifelong exploration and Bidner’s guide is designed to help you make the most of the skills and equipment you currently possess.  You can pick up your copy here: www.FortWorthCamera.com