Includes index.

Contents note continued: The Rest of the Online World -- Vendor Displays -- Printed Pieces -- Final Thoughts -- 4.Differentiating Yourself -- Identify Your Target -- The Importance of Branding -- Your Logo -- Adding Sub-Brands -- Connecting with Your Target Demographic -- What to Watch -- What to Read -- How to Dress -- The Brand of You -- Products to Offer -- The XFactor -- 5.A Workflow That Works -- Capture -- Hard Drive Technologies -- Drive Size -- Drive Speed -- Connection Type -- Downloading -- Postproduction -- Image Selection -- Image Editing -- Lightroom vs. Photoshop -- Outsourcing -- Order Fulfillment -- Selling Your Image Files -- A Workflow Recap -- 6.Selling: Where It All Comes Together -- The Soft Sell -- Establishing a Sales Process -- Packages -- Driving the Sales Process -- Custom Packages for Each Client -- Post-Wedding Package Options -- Presenting the Packages -- Our Sales Process -- The Initial Consultation -- The Engagement Sales Session --

Contents note continued: The Wedding Sales Session -- Handling Objections -- 7.Establishing Relationships -- The Cycle of life -- The "Pre-Bride" Approach to Marketing -- The "Post-Bride" Approach to Marketing -- Working with Charities -- Pro Bono Work -- 8.Video: A Brave New World -- Getting Started -- Advantages of Offering In-House Video Services -- Selling the Service -- Approaches to Video Services -- Tools -- Cameras -- Lenses -- Memory Cards -- Batteries -- Lighting -- Stabilizers -- Software -- Computer -- Hard Drives -- Television Output -- Audio -- In Closing.

Written primarily for wedding photographers, this manual starts with the basics of creating a solid business plan, finding customers and marketing to them through online social media outlets and old-fashioned face-to-face meetings, and goes on to coach readers how to build their brand, differentiate their studio from others, and offer enhanced and value-added products and services. Photographers are visionaries by nature, and this book shows them how to look to the future and use what they see to keep their studio on track and in touch with current and future customers. Advances in technology-- Source other than Library of Congress.