I finally got a chance to finish John Harrington's new book,
Best Business Practices for Photographers. What follows is the full review I promised when I
first wrote about it.
Is This Book for You?Here's the short version. If any of the following describes you,
you want this book:
• Full-time professional photographer
• Part-time professional photographer
• Someone considering making the leap to turning pro
• Anyone who wants to know how a successful pro shooter operates
If you are an amateur, are happy being one and will always be one, this book is not for you.
If you are a professional photographer who is already an expert in business, hiring, pricing, overhead, accounting, all forms of contracts, negotiations, copyright, infringement of copyright (and how to remedy it,) handling slow- or no-pay clients, writing business letters, using an attorney, storage, archiving, digital asset management, stock, the care and feeding of clients, ongoing education and balancing photo/family life, you might find this book a waste of $20.
What's In the Book?
Here is the key takeaway:
Given a choice between great photo skills and modest business skills, or modest photo skills and great business skills, you would do well to choose the latter.
And that is not to say that John only has modest photo skills, either. (He works both ends hard, IMO.)
Fortunately for all of the pros (or wannabes) out there, John holds absolutely nothing back in his business skills exhibitionism.
You would be hard-pressed to find something John left out. But the real strength here is the depth of information. It's the whole playbook from both the strategic and tactical points of view.
The first thing he does is to teach you how to think of yourself as a business. Which you'd darn well better learn how to do, ASAP. He gets into equipment and the planning and logistics of a shoot right off the bat.
John and I diverge on the depth and expense of equipment needed. But you have to remember that I have the full resources of The Sun's equipment pool room at my disposal when the chips are down. And my finished product is pretty much printed on Charmin. An independent pro has no such safety net.
And that is the only difference I have - and from a different situation for myself - in the whole book.
From there, he's off to financial and personnel considerations - from assistants, employees and contractors (and the pros and cons of each) to how to price your work to stay in business. Again and again, he is about strategizing for the long haul. Do you even think about overhead?
I would wager that most photographers who ultimately fail did not think about it, either.
You need to learn about your business costs as well as the salary - yes, salary - that you will be paying yourself. Fail to consider either, and it's game over for your photo career.
This book is a reference for photogs wanting the basics on insurance, accounting and legal info, too. And legal info is one of the areas where the book shines.
John goes so far as to include a variety of actual contracts for you to read and educate yourself. If you have been a long-time Strobist reader, you know that I am all about "no secrets." And John is there, too. In spades.
He really expands on the contracts. They
do exist for your protection, you know. He has chapters on contracts for editorial clients, corporate clients - even weddings and other rites of passage. These are hard-won documents born of costly mistakes. They are there to give you a free pass on those mistakes.
(
Don't worry, you'll probably invent completely new mistakes on your own. But at least you can skip the ones John endured for you.)
And speaking of no secrets, he also includes
long threads of actual e-mail exchanges between himself and his clients on a variety of subjects. What an idea. The names are redacted, of course. But the point is he shows you
exactly how he does this stuff. And how they respond. And what he said next. And so on.
From a no-holds-barred perspective, this book bares it all. You're crawling around inside the guy's brain.
He spends a lot of time on copyright, infringement, and the theoretical vs. practical remedies to the latter. That's critical info to a content producer.
Look, I know many of you eat and drink this photo stuff. You look at pictures all day long. You are gear wonks. You crave the next "fix" of making a really hot image.
But if you are gonna do this for a living, this guy is a Photo Business Rock Star, and he is laying his oversized brain bare to the world. For twenty frickin' dollars.
I cannot put it any more blunt than this:
If you follow his roadmap and still fail, you can take comfort in knowing it was probably because you stunk as a photographer.
-DH
Best Business Practices, by John Harrington, is published by Thomson Course Technology. The list price is USD $29.99, but it is available at Amazon for under $20.
(Tip for USA readers: At under $20, the book is eligible for free shipping from Amazon but does not meet the $25 minimum price for free shipping. Instead of wasting $10 on shipping, grab something cheap, like a $11.49 512MB SD card or anything else in the $6 to $10 range. Just make sure it is sold by Amazon - not a third party - and qualifies for free supersaver shipping. It's basically free if you were gonna pay to ship the book.)
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