After more than thirty years in photography, an industry veteran speaks out in How to Succeed in Commercial Photography. These essays provide photographers at every level with all the tools they need for a great career. Author Selina Maitreya offers proven tips for focusing on client needs; building a team from today’s marketing assistants, reps, and consultants; developing an online portfolio; self-promoting; and much more. Through up-close interviews, professional commercial photographers reveal the missteps they made in their work--and how others can avoid making the same mistakes. A special section explores how photographers can set goals, survive tough times, overcome creative blocks, and more. Anyone seeking a successful and well-balanced life as a commercial photographer needs a copy of this illuminating guide.
How to Succeed in Commercial Photography
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"Maitreya brings a unique spiritual understanding to the everyday challenges that photographers face in the twenty-first century." -- Beverly Adler, freelance art buyer
"Reading this exquisitely written guide, you'll suddenly realize that you have in your possession a priceless blueprint for success." -- Alice B. Miller, Editor, Studio Photography magazine
"Selina takes the ever-changing business and marketing of photography and shows you, in detail, how to succeed in it." -- Michael Grecco, photographer; author, Lighting and the Dramatic Portrait; Chairman, Advertising Photographers of America, Los Angeles
"Those smart enough to follow Selina's advice will find all of the answers leading to their own personal and commercial success." -- James Sullivan, www.photoassistant.net
"Reading this exquisitely written guide, you'll suddenly realize that you have in your possession a priceless blueprint for success." -- Alice B. Miller, Editor, Studio Photography magazine
"Selina takes the ever-changing business and marketing of photography and shows you, in detail, how to succeed in it." -- Michael Grecco, photographer; author, Lighting and the Dramatic Portrait; Chairman, Advertising Photographers of America, Los Angeles
"Those smart enough to follow Selina's advice will find all of the answers leading to their own personal and commercial success." -- James Sullivan, www.photoassistant.net
From the Publisher
It takes a lot more than a camera and talent to make a living as a professional photographer. The most successful photographers have developed, but their vision, values, and business plans. For those still developing or rethinking their strategies, a new resource is here to help. With How to Succeed in Commercial Photography, author Selina Maitreya offers the insights of her nearly 30 years as a leading consultant.
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Most Helpful Customer Reviews
48 of 51 people found the following review helpful
By R. Barbir
Format:Paperback
I was led to this book among a few others after asking for advice about how to get in the commercial / advertising industry. Since Amazon wouldn't let me peek inside the book and I couldn't find it locally to get a closer look, I took a chance and bought it.
What a disappointment.
Within the first few pages of the book, Selina states that her book is not a "How To" book. Why then, Selina, would you slap a "HOW TO" right in the f***in' title? Perhaps to sucker in a few more sales.
This is a self-help book.
I hate self-help books.
You see, I believe that confidence and a positive outlook are acquired through specific knowledge of the industry you're in rather than the general suggestion of reconnecting with one's spirituality, something the book hammers on endlessly. Nothing inspires confidence in a photographer more than knowing exactly what to expect at a meeting with an Art Director, how to submit your book, how to price yourself competitively, how to plan a debut in the industry, etc. And besides, if reconnecting with one's spirituality is the only way to success, does that mean an atheist can never be a successful photographer? What about a Wiccan photographer? Or an agnostic photographer? The whole premise seems silly to me.
If you want a simply awesome book, buy "Advertising Photography - A Straightforward Guide to a Complex Industry" by Lou Lesko. The advice there is much more practical and very easy to read. Other books I'd suggest are "ASMP Professional Business Practices in Photography" and even "Best Business Practices for Photographers" by John Harrington, although this last one is excruciatingly tedious to read through. Still, all three of these books would be far more useful to any photographer than Selina's book.
What a disappointment.
Within the first few pages of the book, Selina states that her book is not a "How To" book. Why then, Selina, would you slap a "HOW TO" right in the f***in' title? Perhaps to sucker in a few more sales.
This is a self-help book.
I hate self-help books.
You see, I believe that confidence and a positive outlook are acquired through specific knowledge of the industry you're in rather than the general suggestion of reconnecting with one's spirituality, something the book hammers on endlessly. Nothing inspires confidence in a photographer more than knowing exactly what to expect at a meeting with an Art Director, how to submit your book, how to price yourself competitively, how to plan a debut in the industry, etc. And besides, if reconnecting with one's spirituality is the only way to success, does that mean an atheist can never be a successful photographer? What about a Wiccan photographer? Or an agnostic photographer? The whole premise seems silly to me.
If you want a simply awesome book, buy "Advertising Photography - A Straightforward Guide to a Complex Industry" by Lou Lesko. The advice there is much more practical and very easy to read. Other books I'd suggest are "ASMP Professional Business Practices in Photography" and even "Best Business Practices for Photographers" by John Harrington, although this last one is excruciatingly tedious to read through. Still, all three of these books would be far more useful to any photographer than Selina's book.
12 of 14 people found the following review helpful
Format:Paperback
This book is aimed at professional photographers seeking assignment work from photo buyers, art directors and the like. It will be of less use to the professional shooting fine art or stock, although someone in one of the latter categories might pick up a few tips. It's also of more value to someone who's already working in the business rather then just starting out.
Maitreya, who is a marketing consultant to assignment photographers, provides a series of essays that are more inspirational then instructive. For example, she tells the assignment photographer that in today's marketplace he or she must provide the client with value and attempts to explain what value is. Perhaps it's my business background, but I always thought that assignment photographers had to provide value if they wanted business, but maybe most don't realize that, or at the very least had never considered that deeply.
The author seems to move from the practical side to the spiritual side. For example, early in the book she tells the photographer that he must have a book (the phrase photographers use to describe the portfolio submitted to customers as part of the effort to influence the client to hire them) that will show the client how hiring the photographer will yield images that enhance the client's campaign. That means showing the client work that is the essence of the photographer, even at the risk of it not being consistent with the client's vision. The author believes that, if the portfolio is essential (my words, not hers) and the photographer keeps marketing, eventually he or she will be successful. She doesn't give many specifics about preparing such a book, perhaps because she has already covered that ground in an earlier book, "Portfolios That Sell: Professional Techniques for Presenting and Marketing Your Photographs".
At the spiritual end she talks of developing faith in oneself, and using affirmations that will reinforce one's faith. Even though it sounds a bit mystical, I think that psychologists agree on the importance and usefulness of such things in marketing.
Whether the author's approach will help the assignment photographer is not clear to me. I'm not an assignment photographer, but I think some of her points make sense even in fine arts photography. Whether the author's message will make sense to the particular assignment photographer, and whether she will convince him or her to try the suggestions, will ultimately depend on the personality of the photographer. On the other hand, for the assignment photographer who is interested in improving his business, this book might provide the necessary inspiration and, even if it does not, there is little to be lost in time or money in considering the author's approach.
Maitreya, who is a marketing consultant to assignment photographers, provides a series of essays that are more inspirational then instructive. For example, she tells the assignment photographer that in today's marketplace he or she must provide the client with value and attempts to explain what value is. Perhaps it's my business background, but I always thought that assignment photographers had to provide value if they wanted business, but maybe most don't realize that, or at the very least had never considered that deeply.
The author seems to move from the practical side to the spiritual side. For example, early in the book she tells the photographer that he must have a book (the phrase photographers use to describe the portfolio submitted to customers as part of the effort to influence the client to hire them) that will show the client how hiring the photographer will yield images that enhance the client's campaign. That means showing the client work that is the essence of the photographer, even at the risk of it not being consistent with the client's vision. The author believes that, if the portfolio is essential (my words, not hers) and the photographer keeps marketing, eventually he or she will be successful. She doesn't give many specifics about preparing such a book, perhaps because she has already covered that ground in an earlier book, "Portfolios That Sell: Professional Techniques for Presenting and Marketing Your Photographs".
At the spiritual end she talks of developing faith in oneself, and using affirmations that will reinforce one's faith. Even though it sounds a bit mystical, I think that psychologists agree on the importance and usefulness of such things in marketing.
Whether the author's approach will help the assignment photographer is not clear to me. I'm not an assignment photographer, but I think some of her points make sense even in fine arts photography. Whether the author's message will make sense to the particular assignment photographer, and whether she will convince him or her to try the suggestions, will ultimately depend on the personality of the photographer. On the other hand, for the assignment photographer who is interested in improving his business, this book might provide the necessary inspiration and, even if it does not, there is little to be lost in time or money in considering the author's approach.
3 of 3 people found the following review helpful
By Jason Vaughn
Format:Paperback
Selina Maitreya's How to Succeed in Commercial Photography is a great read and provides solid information on the importance of your photography portfolio. One of the greatest parts is the focus on a print portfolio and making upfront-in-person presentations and not just rely on Web or direct mail marketing. What I also found intriguing was her take on how a photographer needs a product and a vision and not just be one that shoots everything but focus on themselves, there skill level and how to overall show your true work, which will land you the job. I also enjoyed reading the solid information from other photographers and how they approach photography and business. Selina brings a reality check on photography and gives great information on making the sale, finding leads and how you should market you services as well as taking time for yourself.
As a graphic designer and one who hires photographers, I especially found this book helpful on how and what I should be looking for when hiring a photographer. It has helped me look through the eyes of a photographer and has giving me new tools to work with as a business owner.
Great job Selina!
Jason Vaughn
creativepublic.com
As a graphic designer and one who hires photographers, I especially found this book helpful on how and what I should be looking for when hiring a photographer. It has helped me look through the eyes of a photographer and has giving me new tools to work with as a business owner.
Great job Selina!
Jason Vaughn
creativepublic.com
Most Recent Customer Reviews
5.0 out of 5 stars
Insightful and Comprehensive
This is one of the best advice and consulting books I ever read and owned in regards to be successful in this highly competitive industry. Read more
Published on April 10, 2011 by Thomas J. Wu
5.0 out of 5 stars
Excelent book!
The book is clear, concise and focused. Selina really knows her business and even when I'm not in my moment to get a rep nor a consultant, is very useful to have a clear path ahead... Read more
Published on April 7, 2011 by Sandro Franchi
3.0 out of 5 stars
essays
This book is a bunch of essays put together from people working or have worked in the industry, whether it be the buyers, sellers, or the artists themselves. Read more
Published on July 11, 2010 by Jasmin
4.0 out of 5 stars
Great Resource for motivation & a bit of step by step as well
Selina does a great job of mixing real life examples, with some general step by step instructions to get you thinking differently about building a brand new "image" for your... Read more
Published on September 13, 2009 by J. Klementovich
5.0 out of 5 stars
A Book for the "Thinking" Photographer
With so many photographer's books focusing on cameras, digital workflow, shooting and Photoshop, it is so refreshing to find a book that focuses on the Photographer. Read more
Published on July 11, 2009 by Donald E. Giannatti
5.0 out of 5 stars
Incredible Book - gave me a great start!
I am an aspiring photographer and commercial photographer friend of mine called www.JuanVasquez.com recommend this book. Read more
Published on May 21, 2009 by Michael Schott
5.0 out of 5 stars
The best book for photographers.
This is the best book for any photographer who wants to bring his career to the top levels.
The book will answer questions you don't even know you have. Read more
The book will answer questions you don't even know you have. Read more
Published on December 7, 2008 by Samir Robles Siqueira
5.0 out of 5 stars
Smart Advice
Smart and insightful, this book describes, step by step how to achieve the kind of success most dream of but few accomplish. Read more
Published on July 6, 2008 by David A. Wagner
5.0 out of 5 stars
Excellent Guide
I am re-reading this book again. This book is more than some repeated advice, but it is a book that encourages you to succeed. Read more
Published on January 10, 2008 by Timothy Skipper
5.0 out of 5 stars
Well rounded in so many ways...
This book is so much more than just a "how to" guide. Selina has pointed out many areas that need to be developed if you want to be successful in this field. Read more
Published on January 3, 2008 by David Larson
