Table of Contents
Foreword and Acknowledgments xi
Introduction xvii
The Life Cycle of a Photography Assignment xx
The Education of a Photographer xxiv
The Digital Imperative xxvi
A Word on Passion xxvi
The Lesson Learned While Working as an Expert Witness xxvii
The Contents of This Book xxviii
Chapter 1 Presentation 1
What to Shoot? Five Components of Success 1
Where Do I Begin? 5
Putting Together Your Portfolio 9
The Six Elements of an Effective Presentation: A Way to Determine If Your Portfolio Is Hitting All the Right Notes 10
Grading Using the Six Elements of an Effective Presentation 20
Chapter 2 Client Contact 23
The Conventional Sales Paradigm 24
The Passion First Sales and Marketing Paradigm 25
On Selling Yourself 34
Professional Protocols 36
A Few Words about the Relationship Between the Photographer and the Photographer's Representative 38
Chapter 3 Self-Promotion and Marketing 43
Creating Your Brand 44
Many Ways to Grab Attention 48
E-Marketing, Social Media, and the Ubiquitous Presence 50
The Functional Promo 51
The Recipient's Perspective 54
Social Media 55
Timing 56
A Final Word about Self-Promotion 58
Chapter 4 Estimating Fees 61
Value Versus Cost 63
On Negotiating 67
What Are the Right Questions to Ask? 69
Job Description 70
A Handy Mnemonic Device 77
Chapter 5 Estimating Expenses 81
In the Beginning 83
Crew 85
Film and Prints 86
Insurance 87
Location/Studio 88
Props 90
Wardrobe 90
Rentals 90
Sets/Expendables 92
Shipping 92
Talent 93
Travel 93
Miscellaneous 95
Talent Worksheet 96
Production Worksheet-Page 1 97
Back to the Cover Page 98
Working with a Photo Coordinator 99
The Negotiation 100
The Golden Response to the Obstreperous Client 102
Understanding the Client's Situation 104
Chapter 6 Preproduction and Coordination 107
The Value of Assisting 109
Preproduction 110
Reference Materials 111
The Personality of the Producer 112
Chapter 7 Execution 117
Being Aware 119
Client Education 119
The Change Order Form 121
Chapter 8 Expense Accountability 125
The Job Jacket 126
The Job Log 127
The Independent Contractors Log 129
The Petty Cash Envelope 130
The Production Sheet 131
Chapter 9 Billing 135
It Pays to Know Who Makes Things Happen 136
Another Look at the APA Estimate/Invoice Cover Sheet 140
Notes on Some Common Billing Mistakes 140
Check Your Sales Tax 141
Check Your Math, and then After You Have Checked It a Second Time, Check It Again 142
In Praise of the Production Coordinator 142
So What Is a Timely Fashion? 143
Chapter 10 Payment 145
Remedies to Getting Paid 145
An Unconventional Remedy 149
Where Does the Money Go? 151
Chapter 11 The Best Is Yet to Come 155
The Impact of Technology 155
Intellectual Property 160
What to Tell Emerging Photographers 161
The Best Is Yet to Come 166
Index 169
