Going Pro: How to Make the Leap from Aspiring to Professional Photographer [Paperback]

Scott Bourne (Author), Skip Cohen (Author)

Book Description

Release date: October 18, 2011

You’ve got the gear, the training, and the technology. You’re ready to make the leap from aspiring to professional photographer. Now what?

With today’s affordable, high-quality cameras, Internet technology, and training, any weekend warrior can hang a shingle and open a photography business. But what then? While anyone can buy a professional quality camera, few have the skills to turn their dreams into a profitable business.

Going Pro is the essential guide to leaping successfully into any genre of professional photography. Industry powerhouses Scott Bourne and Skip Cohen share invaluable advice on defining your niche, putting together a portfolio, pricing and showing your work, marketing, positioning your brand, and, most important, building an online social media platform from the ground up. Throughout, advice and tips are offered from 25 of the biggest names in the industry, including Chase Jarvis, Vincent Laforet, Matthew Jordan Smith, Jeremy Cowart, Jules Bianchi, Bambi Cantrell, Tony Corbell, Kevin Kubota, Jerry Ghionis, and more.

Hundreds of thousands of photographers are already tuning in to the Going Pro podcast and blog (goingpro2011.com). Going Pro, the book, now joins the movement, giving amateurs everywhere the confidence and tools they need to make the leap into professional photography.

Editorial Reviews

About the Author

SCOTT BOURNE is president and founder of Bourne Media Group, publisher of Photofocus.com, and the #1 most influential photographer on Twitter, according to wefollow.com. His images have received more than 100 awards, and he has led more than 150 workshops and seminars worldwide. Scott is co-founder of The Professional Wedding & Studio Photographers International (PWSPI) and GoingPro2011. He has been featured in numerous publications, including Photo District News (PDN), PPA Magazine, Outdoor Photographer, and PhotoMedia. Scott can be found at photofocus.com.

SKIP COHEN is president of Marketing Essentials International, a consulting firm specializing in photography projects. He is past president of Rangefinder Publishing Inc., where he oversaw Rangefinder and AfterCapture magazines, the Wedding and Portrait Photographers International (WPPI) Association, and the WPPI trade show.
He is founder of Skip’s Summer School and the Akron Photo Series, and co-founder of GhostRighters.com, GoingPro2011.com, and PWSPI. Skip has co-authored five previous books on photography and can be found
at SkipsPhotoNetwork.com.

Product Details

• Paperback: 240 pages
• Publisher: Amphoto Books; Original edition (October 18, 2011)
• Language: English
• ISBN-10: 0817435794
• ISBN-13: 978-0817435790
• Product Dimensions: 8.5 x 0.8 x 10 inches
• Shipping Weight: 2 pounds (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (25 customer reviews)
• Amazon Best Sellers Rank: #35,844 in Books (See Top 100 in Books)
  • #7 in Books > Arts & Photography > Photography > Equipment, Techniques & Reference > Professional
  • #60 in Books > Arts & Photography > Photography > Equipment, Techniques & Reference > Reference
  • #63 in Books > Business & Investing > Marketing & Sales > Marketing > Web Marketing

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Most Helpful Customer Reviews

53 of 55 people found the following review helpful

2.0 out of 5 stars Very disappointing, mostly filler content March 13, 2012

By RSPhoto

Format:Paperback

I received a Kindle as a gift and was very excited to see that this title was available as an e-book. The description made it seem like it would be perfect for someone like me - someone working a full time job and trying to transition into making their photography work their full time job. I'm at the point where I'm starting to get a fair amount of editorial work and the occasional smaller commercial job. I, like many in my position, am just not sure how to make the leap into being a full
time photographer(or "going pro")

I felt that the book didn't actually offer very much helpful, original content. The chapters were made up of generic advice mostly centered around social media. I didn't expect(or want) a book teaching me how to shoot photos, which Going Pro doesn't do. I wanted something that might give me some new insight on where to go with the photos I've already taken and know how to take. In one of the final chapters the authors list companies that they recommend for certain services and some of those listed felt like they were only listed because they were a sponsor or affiliate of the authors rather than objective opinions to actually help the reader.

A big tip you hear about for getting clicks for your blog posts is to create lists for a given topic("Five ways to shoot more interesting photos", etc) and this book is packed with lists that I felt didn't actually offer much but generic fluff. Another trick that felt "bloggy" was having a series of big names(Chase Jarvis, Matthew Jordan Smith, Jeremy Cowart, etc) write short bits throughout the book.... While I respect the photographers writing them, most of the writing from the "guest posters" seemed like general ideas that wouldn't actually help anyone really trying to get a photography career off the ground.

I will say that if you are seeking to expand your social media audience that the authors are absolute experts and they offer a lot of effective ideas for doing so. If you're a photographer who has every part of your business intact but you can't get your social media presence off the ground then this is probably the book for you. Read more ›

18 of 23 people found the following review helpful

5.0 out of 5 stars Beautiful and packed with information October 18, 2011

By Tracy L. Eau Claire

Format:Paperback|Amazon Verified Purchase

Going Pro just arrived in my mailbox a few hours ago, but it's been tough to put it down. So many valuable tips packed into 240 beautiful pages. I often work with photographers who aren't sure what they should be doing to market themselves. I've often wished there was an up-to-date manual of all the correct/smart/right things for photographers to do when it comes to their marketing and online presence. Turns out this is that manual! From harnessing social media to just getting out there and networking, this book gives beginners and pros alike the tools in concise, step by step fashion on how to give themselves an edge. My only suggested improvement to this book would have been the addition of EXIF data and the gear used to create the beautiful images. Would be been interesting to know the reach needed to get some of the incredible shots highlighted through the book.

11 of 14 people found the following review helpful

5.0 out of 5 stars marketing side of photography October 20, 2011

By Lmayz

Format:Paperback|Amazon Verified Purchase

this is not a how-to take pictures book. it assumes you know your gear and have a good understanding of composure, lighting, editing, etc. it focuses on how to market yourself and get noticed in the competetive field of professional photography. I enjoyed reading the book, there are several pro's giving advice on what made them successful and it lists common themes in their advice. I did notice an error on page 58, David Zisar is (incorrectly) quoted as saying the same thing as Vincent Laforet on page 48. which is a shame because I really wanted to hear what he had to say about focal length!

4 of 5 people found the following review helpful

4.0 out of 5 stars GoingPRO: Good for both the aspiring and the seasoned photographer alike. May 7, 2012

By LeightonD

Format:Paperback

I will say this. I have read some of the other reviews, and I feel that everyone is entitled to their own opinion. While I have heard of Skip Cohen and have seen many of his blogs, I have recently followed the Photofocus blog a few years back. Until then, the only thing I knew about Scott Bourne was that he gave away cameras, like all the time. The thing I admire most about these two, is their continuous effort to give back to the photographic community. So any bias in this review comes not from my knowledge of them, but from my own background.

I have been doing photography since the early 90's and started in film. I decided to go "pro" back around 2003. Even then, many of my mentors at that time had been in business for over 20 years, with very successful studios. But in the past 5 years, I have seen a NUMBER of studios close all over the place. I have a bachelor's in business, and I preach to my proteges, this simple question. If it takes the average business 3-5 years to break even in the US, then why is it that the average new photography studio closes in less than 18 months?

I think this question, for me, was subconsciously tackled in GoingPro(GP). The power of the net is an ever evolving tool. And for those that take the time to harness that power, it can be an amazing boost to your photography business. If we think of all the photographers that are big within the community, how many of them would even be known without the internet? I bought the paperback version and use it as a great desk reference. I love the in depth explanation and tips on using twitter, and being able to converse with potential clients in your area.... If you don't think tweeting to a 23 year old bride a few hours after she said "Yes" a simple "congrats, wish you two the best" will not peak her interest and have her at least look at your profile and work, carries volumes, then maybe this is not the business or the book for you.

This book is not a silver bullet or even a Swiss army knife for that fact. It is not going to make you a better photographer, even though the tidbits and photos from the likes of Vincent Laforet, Bambi Cantrell, Chase Jarvis, not to mention the authors, are very inspiring. Almost to the point to say, if you want to make it, try to put out images like "these." This is definitely a great reference book for the modern photography library. Not one that you just read once and move on. So it sits with my Photographer's Market, and my Barbara London's Photography as well as other books. I doubt too much dust will fall on this book anytime soon.

I RECOMMEND, for those coming out of college especially with a BFA, who have the skills to break into the market, but not the business knowledge. I recommend to those who have been doing photography for years, but have to move to social media to compete. And I also recommend to those who are seeking knowledge to learn a little more than what they knew yesterday.

LeightonD Read more ›

8 of 11 people found the following review helpful

5.0 out of 5 stars Love this book November 28, 2011

By Emery

Format:Paperback|Amazon Verified Purchase

As a photographer-hobbiest who is working towards 'Going Pro', I found this book to be a perfect wealth of information. I listen to Scott Bourne and Skip Cohen's podcasts, and I was really looking forward to when this book would be published. And it was as I anticipated. It had wonderful info for marketing yourself, finding your niche, using social media for your business, wonderful photos, and tons of other info, including reminding us why we as photographers do what we do. It is a great read and I will use it repeatedly as a reference guide. I highly recommend "Going Pro".