Part II: The Business Aspect of Photography

JM: What is it that you feel draws you to pet photography versus other professional ventures?
JP: It just sorta evolved into this. I “speak dog” and have a real connection with both my human and canine clients. I truly enjoy working with them.

JM: Are you doing other paid portrait/professional work?
JP: Yes, I also do children, family photography and equine photography

JM: Talk to me as if I were just starting today to start my own business - focusing on pet photography. What do you believe are common mistakes that beginners in the business make?
JP: The biggest mistake is starting too soon as a “professional". Calling yourself a professional and charging people before you can reliably produce *consistent* results is the fastest way to failure. People have long memories and if you give them a sub-par product early, well, that won’t be forgotten.

JM: Let's talk about networking for a bit. What are the sorts of connections people should be making?
JP: Any and all to begin with

JM: How did you go about making those initial contacts when you first started?
JP: My initial contacts came from people I knew in the equine community. I did horse shows which was almost like working for advertising. Nothing like being out there in front of a group of people to get people to know what you are doing. Those contacts just built on themselves

JM: If you had to look at goals for future connections today, what are you looking for say 12 to 18 months down the road?
JP: I really don’t set networking goals. I just keep doing what I am doing. If it stops working, I’ll change.
JM: What types of advertising do you use to promote your business? Is it mostly google (or equivalent) advertising? Or are you using direct mailing, commercials or other forms of media (such as bill boards, etc)?
JP: I am almost 100% word of mouth referral and social networking based. Years ago I put ads in upscale magazines, did a tv commercial, and other small print things and had ZERO return from it. I get a great response from Facebook as it is people who are already interested in me.

JM: How have you worked to brand yourself? What makes what you do different from the scores of other pet photographers out there?
JP: I am heavily branded as an animal photographer. That branding just came from, well, photographing animals! I don’t know how I am different, I just do things my way. I am a fairly unique person to begin with. We always laugh I walk to the beat of my own little drummer

JM: How have you worked to develop your pricing structure? What do your photographic packages look like?
JP: I do not have packages. I found them to be a big pain and no one liked what I put together. All my products are a’ la carte and I do have bonuses when certain levels are reached. That has worked out much better for me. It seems people go through waves of favorite products I offer. Canvases are always a prime seller, along with coffee table books.

JM: Would you share your experience with publishing?
JP: My dog show advertising comes from clients who are showing their dogs. That is a market brought to one by clients, not publishers. I have sold photos to advertisers like “Back in the Saddle” and “KV Vet supply” as cover images. My stock work is fairly limited though

JM: You recently opened your studio. How has that been going?
JP The studio is wonderful. It is actually my third one. The first was above a car dealership we had and when that was sold, I moved into one with a friend, which worked out wonderful until I needed my own space. I have to give huge thanks to my husband for all the labor he did to get it up and running! He did a wonderful job! It has the most wonderful warm feel to the space. I just love being there