Customer Reviews

How to Succeed in Commercial Photography: Insights from a Leading Consultant

5 star:		(17)
4 star:		(2)
3 star:		(1)
2 star:		(0)
1 star:		(1)

 

 

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.

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.

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

Selina goes beyond the usual "how to" marketing book with this creation. In it she looks more holistically at what it takes to build a successful commercial photography business. With her many years of experience, she knows whereof she speaks, as they say. She points out and encourages following the activities and mindsets of successful photographers as a whole while gently dissuading the reader from the common paths that lead away from success. While some may recognize certain spiritual elements, Selina never gets preachy. She speaks the truth and challenges photographers to walk a better path.

I was lucky enough to be a guest speaker at two of her recent presentations where she discussed her book. The reactions of the audiences were very positive to her message, even when they were initially skeptical. They recognized that she was offering help and came to understand that these ideas and concepts aren't inventions of her mind, but rather wisdom from her experience. The book is, in my professional opinion, required reading for commercial photographers today.

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. This book brings advice from the past and present to help the reader have a greater understanding of how the business works.
The book is not one you can just sit down and read start to finish.

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 photography brand. She covers everyhing from how to get going on a new book, all the way to pulling the pieces of web, print, mailing, online marketing, and sales together. On top of that she provides a whole section on different ways to approach creativity and ideas on how to keep it alive and well inside.

There are books that are informative, there are books that are a good "read" and there are books that necessary. Seldom are all these qualities found in one book with the added benefit of being "Wise".

Selina's vast experience with working with some of the worlds top commercial photographers brings the expertise needed to write a book that will be a true benefit to all who read it with an open heart.

Seldom is so much wisdom available between the jacket of one book.

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. Selina is very generous in dispensing her knowledge and experience in helping photographers to succeed. There are lots of exercises and resources that one can explore deeper into this ever changing industry. Yes, reading this book will no guarantee you fame and fortune, but it opens the window to possibilities. The rest is up to you to make it happened.

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 of how to start planning for that moment. Anyway, is a book also for the beginner -as me- because all the book is very inspirational and motivational and introduces you to the big leagues of the photography, how the art buyers think and work, how the pros use to manage their portfolios and marketing campaigns. In concrete, a highly recomendable book!

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. That attention to the humanity is defined, refined and delivered with examples that inspire.

Photographers are people first, and they have fears and egos and baggage from years of doing something they love. Many are currently struggling, or wanting to find a new excitement and reason for it all. And Selina takes her decades of experience and energy and synthesizes it into an easy to read and understand book.

There are no pictures, no lighting charts and explanations of model posing... this is a behind the scenes look into the processes of commanding, and holding, a lead in a highly competitive market. Selina will bring some clarity to the sometimes confusing world of commercial photography.

If you are looking for a 'silver bullet' book, or guide to what lens to buy to impress an art director, this book isn't for you. If you need some thought provoking, real world direction toward creating a successful career, this may be the one.