Chapter 9. marketing

At this point you should have a fairly clear idea on the kind of photography you want to do and the equipment you need; the next step is marketing your business. Photography requires creativity and a technical understanding of your equipment. Similarly, marketing requires creative thought and a willingness to embrace the technology essential to reaching your market. Simplified, marketing is the act of buying or selling in a marketplace. What does that mean to you as a photographer? Once you indentify the kind of photography you want to specialize in, you need to determine who your potential customers are, and what they want, and then figure out how to attract them. This chapter guides you through the various marketing modes you need to consider.

200 research the market

201 develop your brand

205 marketing tools