Chapter 6

Marketing: An Overview of Its Importance

I’m not going to start by telling you the hundreds of ways you can market your business—there are dozens of books on the subject. Please take a moment to review the list at the end of this chapter, understanding that if I’ve listed the book it’s because it’s worth far and away more than the few dollars that book will cost to add to your library. This chapter is called an overview because that’s what it is—an overview.

In a 2013 video interview titled “How Clients Really Decide Which Photographer to Hire,”1 noted portrait photographer Gregory Heisler said:

The business is about relationships. . . . People aren’t hiring a photographer, they’re hiring a person. . . . We spend ages on our new portfolio . . . and ...

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