Let me start by addressing some of the less positive reviews. There are some areas where I agree with those who rated this a 3 or a 4. Yes, this 2nd edition is a bit dated (2002), but these days a professional photography book is dated 1 year after publishing. The 3rd edition is due out in Feb 2009, so hold off and buy that one as soon as it is released. One reviewer thought it focuses too much on weddings. It does have a chapter which discusses weddings (which are typically a portrait studio's bread & butter), but also has a chapter on school/senior biz and standard portraiture, so I feel it's unfair to say it is heavily weighed towards weddings - we may have to agree to disagree. Yes the author discusses shooting with film (what, is that bad now?), but the first chapter is titled "The Digital Revolution" - and plus, it never claims to be a book about digital photography. In fact, it's not about "photography" at all. It's about the business of running a photography studio. Huge difference. By the way, I do all location work, and do everything digital, and still found great value in this book. I'm really looking forward to the 3rd edition!

The first thing you should understand about this book - it's not a book about how to shoot. There are in fact NO photographs in the book, except for the nice traditional location wedding formal on cover. You can guess from that shot the book isn't about photojournalistic wedding shooting. It goes into a lot of good details on the photographer's business experiences, and has a bunch of great ideas. You will already know some of these pieces of wisdom, but they're put together nicely and I promise you will hear some interesting marketing ideas you have never thought of.

There are many excellent books on what to shoot, how to shoot, etc. which can help you improve your photography technique and perhaps even artistry. This book is about improving your photography business. If you can't make your business work, another photographer will be picking up your discounted Photogenic monolights on eBay from Asset Liquidators Inc. in a year or three when you go out of business.

If you only come away with one no-pressure marketing idea that moves one client to upgrade to a 20x24 canvas instead of an 8x10 - where the client already sold the upgrade decision to themself in their own living room without your presence - isn't that worth the price of this book?

;-{>

I have heaps of books on photography. I have been in business previously as a professional photographer in another country. I liked to think I take decent photos and could make a living. However, reading this book brought me down-to-the-ground in a most positive way.

There is a really big difference between taking great photographs and being successful in the photography business. Many people get into photography as a business because they've taken some good photos, people tell them so as well, and they love it, so they reckon they'll be successful. Well, being a good photographer is only the start.

There are so many practical aspects to running a business that you simply must know if you are to be successful as a professional photographer. Things like marketing (OK, you can spend your hard-earned dollars with Marathon Press, going to seminars, etc, but they won't teach YOU the things YOU need to know about YOUR area, mostly what you do is copy others who've already paved a way and you are now their target market when it comes to enhancing their image among their peers.), things like pricing, things like looking at all the various DIFFERENT things you will be photographing. You can't just do great weddings and think that you'll be successful and make a living as a wedding photographer, not as a start up business.

That's where this book shines - it is for START UP BUSINESSES. I learned more from this book than I did in college when I studied photography business marketing (no offense to Orange Coast College). Oh, guess what else? H&H, a professional lab in the U.S., bought this book as a Christmas present for their clients one year - they said it was the best thing they could do to help their customers make money in the photography industry. That's saying something!

This book has helped me get a very level-headed and grounded business plan together over the course of the last little while, and I am confident now that I can 'hit the ground running' in my business, without going through all the mistakes that I made in the previous business. This is really important because in business it's sink or swim.

I recommend this book to everyone who thinks they want to be a professional photographer and everyone who already is.

Easily the best recommendation for starting a photography service. Contains great advice and samples of documents needed to run a studio. Read it twice and then keep it on the handiest shelf.

This is definately full of great information that anyone starting a photography business needs to know. Well written.
-Pam

This is a really good book if you're trying to start or enhance a portrait and/or wedding photography career. It is aimed primarily at those trying to start a portrait studio, and there migh be better wedding-oriented books. But since that's my core business, it hit the nail on the head. Lots of good insights and tips, and I have quite a few page corners turned down for later reference. I recommend placing the book in the bathroom, so you can hone your photography business and marketing skills on a regular basis!