For small photography businesses on a limited budget, a display is the perfect tool in your marketing arsenal. Displays build credibility for your business, build brand recognition and is almost an endorsement from the company that you are displaying in. There are many aspects of using displays effectively including the design of the display, the marketing materials and the relationships you will be building with business owners. Check out these steps to get the most out of your photography displays.

What exactly do you include in a display? Most displays consist of one or more larger wall portraits, either gallery wrap canvas or framed print. Many photographers also may choose to actually decorate the area with flowers, tool or other items, to give it a more upscale look. Local boutique displays are especially prime for this.

What type of images should be used in a display? The images themselves should be your absolute finest work. They should also “fit” the scheme of the location you are displaying in. For example, if you are displaying in a children’s clothing boutique, you wouldn’t display a wedding photography. Instead you would display children, dressed in high fashion clothing, maybe laughing, colorful, etc. Fit the theme of the store! Your logo should also be printed on every image you display either directly on the print through digital magic or other means.

What about handouts? You should have material available to take home for the people who view your display. Some people leave just simple business cards, but I do not recommend it. Business cards are small and get lost in purses. And your display may not show the same type of image that you may have on your business card. Instead, you should leave out what are called “lift cards”. A lift card is a postcard that your clients lift out and take home with them. They are often printed as 4×6 postcards, front and back, and are displayed next to the prints in a brochure holder.

Where should you display your work? This is a great marketing attempt to help anyone get over his or her shyness! To start with make a list of possible location that you would like to have your work displayed in. This would include such places like:

• Children’s Clothing Boutiques
• Dr. Offices and Lobbies
• Hair Salons
• Nail Salons
• Spa’s
• Restaurants
• Hospital Maternity Wards
• Pediatric Units
• Gift Shops
• Antique Shops (the nicer ones)
• Birth Centers
• Corporate Office Collections
• Home Builders
• Bridal Shops
• Banks
• Flower Shops

Ask for the display. I recommend having a small portfolio of images with you, bound in a nice album and showing the type of work that you would like to display in their store. Have your offer, written on paper, almost like a sales letter, telling them exactly how this display will benefit them! You may even offer to photograph the owner and their employees for free. Most importantly, DO NOT talk about how this will benefit you. They don’t care about you. Only talk about them. Tell them how the people who appear in these photographs will bring their friends to this store to show it off and that brings more business. Tell them how their store will now appear more inviting, cheerful and friendly, and that makes people want to spend more money.

Take rejections with class. Don’t let it get you down. So what. You probably will never see them again anyway. Take the no, say thank you so much for meeting with you, leave them a card and be on your way. But don’t get depressed about it. Above all don’t give up!

Make this part of your marketing routine each week. Pick a day to get out in your community and just go shopping. Eat out at restaurants. Look at their walls. Is there space for a display? Chat up with the owner a lot. Make him remember you for next time you come in. Because next time you come in, it will be with your husband or friend and you will casually happen to have your portfolio with you. And you might drop the idea on his head, along with a business card, telling him you will call him tomorrow when he isn’t so busy.

Starting a home photography business is steadily increasing in popularity with stay at home moms (and dads). If you own a professional digital camera, have some basic business sense and have an artistic flare, starting a home based photography business might be the answer for you.

While you may have decided to start your own photography business because you enjoy taking photographs, there are still some business issues and decisions that you must address before getting started. While this doesn’t cover every aspect of starting your business, it is a great starting point to get you going in the right direction.

1. Register your business – No matter how small you think you are you still need to ensure that your photography business is legally registered with your local and/or state. Some cities don’t require business registration at all if you use your own name, while some require DBA announcements in the paper, fees and extensive paperwork. Check with your city and state requirements before you open your doors for business.
2. Sales Tax – If you plan on taking even $.01 from a client, you are legally required to collect sales tax on that sale if you are located in a state that requires sales tax to be collected. Some people believe that they don’t need to collect sales tax when they are portfolio building, charging only their cost or don’t make enough to even claim it on their income tax. Not true! It doesn’t matter how much or how little you make. The second you take even a penny from a client, you should be collecting sales tax. Obtaining a sales tax id is an easy process and in many cases can be done online at your state department of revenue website; many times resulting in an immediate issue of a sales tax id.
3. Bank Account – It’s very important to separate out your personal finances from your business expenses for accounting purposes when you are starting your home based business. Opening a simple business account is for easy by just bringing in your DBA form or business license into the bank. Many banks also have small business bank accounts designed specifically for those just getting started. If you think you will want to accept credit cards for payment, having a business checking is required and your bank is a great place to start shopping for credit card merchant accounts.
4. Business Insurance – Insurance for your business is very important especially when you work out of your home. At a minimum you should obtain liability insurance to cover yourself when clients are in your home and you may wish to get an add-on to cover your equipment if you are shooting on location.
5. Collateral Materials – How you present yourself to your clients is very important. This includes your logo, website, business cards, letterhead, etc. You should find a company who can design some materials that will give the best impression of your photography business. Keep away from self printing jobs on your home computer and send it out to a professional printing such as Vista Print.
6. Determine Your Services – One of the most important decisions you will make will be what line (or lines) of photography you will go into. You may decide to stick to children’s photography, family photography, commercial photography, fine art landscapes, business photography or any other product line you choose. Determine these up front so that you are prepared when a customer calls you to answer questions about the services you provide.
7. Marketing Plan – A solid marketing plan most certainly cannot be explained in a short single paragraph but it is definitely necessary to stress the importance of having a good solid marketing plan.  A marketing plan will help you design your marketing strategies and monthly plans for your promotions and public relations. If you have never written one for yourself, there are dozens of examples on the internet. Just use your favorite search engine and you will find many articles, templates and guidelines to use when starting to write your own marketing plan.
8. Equipment – Obviously, if you don’t have any equipment starting out your investment is going to be quite large. However, when you are just starting out you don’t need to drop your life savings into equipment. Add things to your inventory as you grow your business. Let it pay for itself if you can. Basic needs will include cameras, various lenses, tripod, flash units and digital cards. In addition, depending on the services you offer you may also want to invest in studio lighting, backgrounds, props and other studio related items.

While there are probably about a hundred more things you will do in the startup stages of your business, addressing these issues will give you a great start to getting your home photography business ready to do start taking clients.

PR or public relations is often a misunderstood term that deserves a little clarification. Many people assume it is just another word for marketing. While they are related in some ways there is a big difference between the two.

Marketing

The idea behind marketing is to promote a specific promotion or product for your business. Marketing focuses on your customers needs and expectations and tries to deliver exactly what they want to encourage sales. Marketing defines a target market so that you know who to market to and it outlines a strategy to attract and keep customers.

Public Relations

Public relations is focused more on the business itself. Your public relations campaign will be more concerned with the way the public views your business and it’s reputation rather than the products you make (although these may sometimes go hand in hand). Public relations will increase your visibility to the public and show that you are an expert and an industry leader.

The public includes your fellow business owners, clients, neighbors, community leaders and anyone else that you and your business may come in contact with. As you can imagine, with the overwhelming number of possible “public” to build a relationship with, it could become quite involved. Because of this many small business owners would rather just advertise in traditional methods than to take the time to build a strong public relations campaign. But a strong public relations campaign can strengthen your position in the market place and give you a competitive edge that traditional advertising methods just can’t offer you. And in many cases, public relations doesn’t cost nearly as much as marketing and advertising campaigns will. Take a look at just a few public relations ideas.

• Speak at local groups and organizations. They are always looking for people to speak at their groups and it will give you a chance for face-to-face contact presenting you and your company in a positive light.

• Write articles or how-to tips for your local magazine or newspaper. Not only is it once again putting you in their minds, but it sets you up as the community expert for the topic you are writing about.

• When something happens with your business or yourself, send out press releases to newspapers.

• Volunteer for something in your community that generates a lot of press and shows your business as being involved in the community.

Public relations is something that you will have to consider and work at every day. It should become habit to you to constantly consider how the public views your business.

If you haven’t already checked out our business forms collection for your photography business don’t miss it! I’ve been offering these photography business forms to professional photographers for several years and just recently gave the entire collection a brand new overhaul.

If you want to be able to start your home photography business immediately…
If you realize that it’s sometimes better not to reinvent the wheel…
If you know that you want to follow in the footsteps of someone who already knows the business…

These photography business forms
will be priceless to you!

I think everyone can admit that writing agreements, making order forms, and creating sales letters is not the most exciting thing ever. It definitely isn’t why you went into business is it? The truth is, while it isn’t exciting, it is a necessary part of running a business.

I have created a highly affordable package of photography business forms that will help you get a jump start on getting your business ready to manage more efficiently and smoothly. Don’t wait any longer. Check them out today! Photography Business Forms

Do you remember the last time you went to the camera store and bought your last digital camera? Did the salesman also try to sell you memory cards, batteries or even a better model? As consumers we deal with this every day. This is what is referred to as cross-selling and up-selling. And if you aren’t using it as a part of your sales process you are missing out!

So what exactly is the difference between cross-selling and up-selling?

Cross-selling is what happens when you are offered additional products to the product you are purchasing. For example, you go out to a movie and walk up to the snack counter and order some popcorn. The first thing the cashier will ask is “Would you like a soda with that?” She has added on to your sale by suggesting a product that you most likely will want while you are eating your popcorn.

Up-selling on the other hand is what happens when you are offered a bigger or better product other than the one you are purchasing. This is what happens when you go to McDonalds to order a #3 value meal and the cashier asks you if you would like to Supersize that for $.99. You say yes and she sold you a bigger and more expensive product, increasing the sale one more time.

Both methods will increase sales volume and in most instances will provide a valuable service to customers. How is it a valuable service to your clients? These sales methods can often save time, save money or make life easier with convenience. For example, let’s assume you picked up your popcorn and sat down for your movie. You were never asked to purchase a soda. Half-way through the movie, you have to get up, miss part of the movie, go stand in line again and order your drink. By up-selling she saved you time and it was a convenience not to miss the movie!

So how can we as photographers use this in our own businesses? The first thing to do is to look at your current product line and find out what other products you have that “go with it” or compliment it. The second thing to do is to find out what products you don’t carry and that your customers are going elsewhere to obtain. For example, when you sell a wall portrait are you cross-selling them a frame to go with it? Well, if not, think about this: Someone has to frame it for them and someone is taking that revenue. Why aren’t you? Or maybe you are framing prints but at a basic level frame. Why not up-sell them to a better more expensive frame? Or a family brings their baby to you for newborn portraits and they purchase plenty of prints but have you cross-sold them baby announcements or are they just on your price list as an independent item?

Remember, cross-selling and up-selling doesn’t just mean the items are on your product list. You must be actively suggesting both types of sales to your customers as you are going through the sales process. Do this proactively and you will see your sales increase considerably with these added products or upgrades.

As photographers, our hearts tend to want to be photographers first and business people second. That can make it pretty hard to take the role of a sales person. But with just a few tips, you can make closing the sale with your clients, just a little less painful for both of you.

First, learn to recognize buying signals. Your clients don’t want to be sold, but they want to buy. But you have to know WHEN they are ready to buy. Watch for the signals! “Are the albums available with engraving?” or “How long would it take to get back if I upgraded to canvas?” are both great signal questions that clients might ask when they are ready to start buying.

Second, when a client asks you questions answer them but then lead them into the sale. For example if a client asks you “Is this album available in a larger size?” you might answer “yes, it comes in a 36 page album as well, would you like to go ahead and choose 12 more images to fill that style?”.

Last, ask for the sale! I know this might sound obvious, but you might be surprised to know that many photographers simply show the images and expect it all to sell itself. Sure, it may happen once in awhile, but nobody and I mean NOBODY can expect to just have their clients dropping their credit cards at their feet without even asking. Ask for the sale!

As photographers, we aren’t the type of businesses that people need on a daily, weekly or monthly basis. We are more of your special occasion type of business. The down side to this is that our clients don’t necessarily have a relationship built with us to remember us for every need. So how do we combat this inability to be on our client’s minds constantly?

The answer my friend is constant contact with your clients!

Before sending out even your first newsletter you need to define what its purpose is. Is it to promote your business? Is it to build customer loyalty? Is to remind your clients “Hey we’re still here!”? Is it friendly and warm or very business oriented? The answer is all of the above! To do all this, our newsletter cannot just be about us. It can’t be just another advertisement. It needs to be informative and fun for your clients to read.

Know who your reader is! For my business, my readers are most likely loving mothers. Put yourself in your client’s shoes for a moment. What would they like to read about: Tips on parenting, craft ideas to do at home with the kids, child safety articles, toy and product reviews, or trivia games to call in to win prizes? Of course your client will also want to hear about new and exciting things happening with your business, which includes special promotions that you have coming up. Just be sure to talk about what they are interested and less of yourself and your business.

Keep your writing in your newsletter very clear and easy to read. Talk in a casual pattern like you would normally speak in a day to day basis. If it helps, record yourself talking about the topic you want to address and then type it out. This will keep your newsletter friendly and inviting feel for your readers.

Don’t forget that the way your newsletter looks is just as important as what its content is. If you have the extra funds in your budget a single page, front and back color newsletter is an excellent way to go. But black & white print can get the job done just as well if your newsletter is well executed. You may even want to consider investing in a color laser or wax printer from Xerox if you have the volume to back it up.

So why am I only talking about a print newsletter? I am sure many people would recommend having an email newsletter for your clients. And in some businesses that is probably fine. But from my own research newsletter emails are not as effective. First, a large majority of your email newsletters may end up going through your client’s spam filter and they would never even see the newsletter. This could lead to some very upset clients who miss out on a special promotion because they never got the newsletter. Second, emails that do make it through spam filters will often be deleted anyway because of the number of junk mail we each get in our mailboxes every single day. Yes of course it is free, but remember, it doesn’t matter how free something is if your customers never get it. My advice is to invest the little money it takes to build a good solid print newsletter. And if cost is an issue, take it down to mailing once every other month.

Creating a newsletter can be a very beneficial business tool for your business. It helps to maintain constant contact and in turn reminds your customers that you are there for them, when they need you most.

Direct mail is a great way to advertise but usually it isn’t the ONLY means to get the word out about your business. Direct mail is best used in conjunction with other marketing methods. To be considered successful the obvious measurement is that the response must generate enough revenue to cover the cost of a mailing list, postage, printing and paper. This would break even and still get the word out about your business. Success beyond that is determined by your own expectations on what you want to generate. However, it is interesting to note that to most industries a standard successful response rate is only 2-3%!

There are a large number of mailing list companies out in the world. The problem with mailing list companies is that they are only as good as the information provided to them. So don’t go into a mailing list expecting 100% accuracy. For a good list try www.info-usa.com or for senior lists try www.americanstudentlists.com. Both are great companies and both provide great lists at reasonable rates.

Lastly, don’t forget to send direct mail to your current clients. When you first make contact with a client, gather as much information about them as you can, i.e. name, address, email, phone number, children’s names and ages (even birthdates). Keep a good client database and make sure every client, every contact hears or sees something from you several times thru the year. Monthly is even better. You need to keep your name and product in front of them as often as possible so that when they need a photographer, you are at the front of their thoughts. Research shows that it’s five to six times more costly to gain a new customer than retain an existing one. So stay in contact with them!

As a new home photography business, money is always tight. And even if it isn’t, why spend thousands of dollars when some of the best marketing ideas are inexpensive or in some cases free with just a little leg work! Check out some of these marketing ideas to help you get your home photography business off to a great start!

1. Join a “like-minded” business for some unique co-op advertising. This type of advertising cuts your advertising cost and gets your name in front of your partners clients, almost using them as a spokesperson for your services.

2. Register a memorable domain name for your business and include it on every piece of collateral material you distribute such as letterhead, business cards, postcard mailings, fliers, etc. Make sure it is easy to remember. If multiple spellings may be issues, purchase the domain name with multiple spellings all leading to the same website.

3. IF you are going to have a website, it is better to have a well crafted website or nothing at all. Having a bad website is WORSE than not having one at all. It only ruins any credibility you may have had. The photographer on a marketing budget can call around to local colleges and find a design student who is willing to do it for their portfolio for free or dirt cheap or purchase a website template!

4. Talk to local charitable organizations that have your target market as contributors. Offer to sponsor an event or donate an item to their cause to be raffled off.

5. Research online publications that your target market reads. Offer to submit articles that would benefit their readers.

6. Host an annual open house at your studio. Hold a special purchase opportunity available only during the open house hours.

7. Start talking with the people you do business with on a personal basis. Who does your hair? Who is your dry cleaner? Show them what having some of your work displayed in their business can do for you them.

8. Publish a monthly or quarterly newsletter for your clients. Fill it with articles and useful information for them and not just advertising for yourself. Use this as a reminder to your clients that you are still around, waiting to service them!

9. Join a chamber of commerce in your city. Many of these organizations have “after hours” networking events each month. This is the perfect opportunity for you to mingle with other business owners and get the word out about your business.

10. Work with a sign company to design the perfect detailing on your vehicle promoting your business. Be sure to include not only your phone number but your web site as well.

11. When was the last time you displayed your products to the public? Most cities hold annual trade shows or local activity events such as Women’s Expo, Children’s and Baby Expo, Bridal Shows, local artist fair, etc. Get out there and show your stuff!

12. Build your mailing list by collecting names from other businesses. Develop relationships with various business types where your target market shops such as hair salons, boutiques and other similar stores. Put up a monthly drawing for a free portrait creation and gift print. Collect the names and addresses and put out a nice box for collecting the entries. Draw one each month and gain additional sales from the winner and enter all of the non-winning entries into your mailing list!

13. Develop your list of local news contacts including email addresses and mailing addresses of all local papers and their editors or other contacts your may have. Find interesting ways to spin news about your studio into something newsworthy for the community.

14. Promote an online value. A great way to track your inquiries from the web is to give out a promotion code for people to give for a percentage off their order when they find you online.

15. Develop and print up a testimonial brochure. This is different than a basic pricing brochure just like everyone else has. This is a tri-fold, professionally printed brochure holding images and testimonials from your best clients!

Deciding on the legal structure for your photography business can be confusing if this is your first business. Many new business owners assume sole proprietorship is the way to go and sometimes they are right. Educate yourself on all of the options before making the decision on the legal structure for your photography business.

There are basically six main business types to consider for your business: sole proprietorship, general partnership, limited partnership, Limited Liability Company (LLC), S Corp. and C Corp.

Sole Proprietorship and Partnerships

The most common type for a home based business is the sole proprietorship. It is the easiest to manage and easiest to handle in terms of taxes for the one man show doing everything himself. The major drawback however, is that with the sole proprietorship and general partnerships the owners of the businesses are completely liable for their business. This means your house, your car and any other assets you own are subject to possession should you incur any debt from your business such as vendor bills, leases and even being sued!

You may also consider forming a partnership if you are running your business with another person. This is very similar to a sole proprietorship in terms of liability and taxes. Each of you will be responsible for filing your own self-employment and all profits are split based on percentages. Of course, all liabilities are also split between both partners.

LLC’s and Corporations

There are several different types of corporations and for the small business owner one of the biggest benefits is the protection from personal liability. For most studios a C Corporation is by far complete overkill. There are also issues with double tax levels for the corporation, required annual reporting and other more complex issues that you may not wish to contend with. The S Corp and LLC corporate structures are both quite popular among small businesses. Both provide one level of tax and also provide that layer of protection from personal liability. However, with an S Corp you gain the added benefit of a tax savings on your self-employment. The S Corp structure is a very popular structure among residential studio photographers; however, you will want to talk with an accountant to ensure an S Corp is right from you.

*Please remember, we are not attorneys or legal advisers. ALWAYS contact your own attorney and accountant before making any legal decisions about your business.