business of photography

The Professional Photographer's Marketing Toolkit


1. business cards

Establish yourself as a professional. When someone asks for your card after you've told them you're a photographer, you don't want to be without them.

Click here for tips on designing your card. You can also visit to learn more about our printing and graphic design services.

2. A professional email address

This can be either a Gmail account with your first and last name (and not a random assortment of numbers, letters, etc.) or one with a custom domain — something like You can get a custom email like this using Google's G Suite for $5 a month.

3. a website

A website will not only establish your professionalism, but it may also help you book more clients. People will want to know where they can find your work, and website portfolios are often expected these days.

Click here for tips on designing an effective portfolio site.


4. Social media

Establish a professional social media presence.

If you're going to be on one network, it should probably be Instagram. Here are some tips on using the platform to advance yourself as professional photographer and differentiate yourself from the average Instagram user.

Facebook and Tumblr are also good platforms for showing your work.

5. call sheets

This document will include all of the information that you and your crew will need do know before, during (and even after) a photoshoot — things like contact information, location details, your concept and timeline.

By making this part of your toolkit, you can keep yourself organized while impressing clients and making things easy for everyone you’re working with.

Here are some tips on putting together your own call sheet. We've also included a template that you can customize.

6. Price sheets

In addition to business cards, you might often get asked if you have a price sheet. While your pricing might vary depending on the particular job, if there's a certain service you specialize in — such as portrait sessions or headshots — you can use a price sheet to put together some package options. Learn more about how to package your services here.


7. Thank you notes

If you really want to impress your clients, consider sending thank you notes. Get custom-printed cards with your own images and logo. Your clients will appreciate this unexpected touch.

8. welcome packets

Some wedding, portrait and headshot photographers offer welcome packets, which include information such as how to prepare for their photoshoot, pricing for prints and retouching, terms and condition, etc.

Need help designing or printing your marketing materials? Visit to learn more about our printing and graphic design services.

Why You Need a Photographic Niche (And How to Find One)

Why find a photographic niche?

Establish credibility and build your reputation. This can help you bring in referrals. If someone is looking for a wedding photographer, for example, they are most likely going to ask their friends if they know a good wedding photographer, specifically. Same goes for newborns, headshots, etc.

Focus your marketing efforts. When you narrow your target market, your marketing efforts will be more effective. You'll have a more focused and higher quality message, and a better understanding of where to promote yourself. You're more likely to find the people who want what you're selling.

Stand out from the crowd. Consider a more specific, uncommon niche — such as tattoo photography — that will help you stand out. While you may not be casting the widest net, for those who are interested, you've caught their attention and established yourself as an expert — you'll be the go-to person.

How to choose a niche

Some questions to ask yourself: 

  • What do you enjoy doing?
  • What are you good at?
  • How well does it pay?
  • What is the competition?
  • How difficult is it to break into?
  • Is there any special equipment required?
  • Is it contingent on location?

Some common niches

  • weddings
  • newborns
  • children / families
  • portraits
  • headshots
  • fashion
  • stock
  • product
  • food
  • landscape
  • street
  • architecture
  • travel

Business Card Tips for Photographers

Prioritize your contact information.

The purpose of a business card is to make it easy for people to contact you. Prioritize this when you’re designing your card. Make sure your contact information is easy to spot at a quick glance, and easy to read. Keep it all on one side.

The most important things to include will probably be your name, phone number, email address, a link to your website, and possibly social media handles (if there's room).

Use consistent branding in your design.

Match your design to the aesthetic of your portfolio. Ideally, your card will give people an idea of what type of work you do.

Who is your ideal client? This will influence your design, and determine whether you want something artsy, for example, or playful, or if you'll need a more sleek and polished look.

Think about practicality.

Again, keep all of your contact information — and other critical info — on one side. Your other side can feature your logo, a picture, and other non-critical information. Most photographers choose to utilize both sides of the card.

Keep fonts simple and easy-to-read. In general, you’ll want to stick to two. 

As a photographer, you’ll want to make sure that your business card shows that you have good design sense. Photo editors and art buyers really pay attention to things like font choice, shapes, and color.

Consider including a photo.

Use your card to show off one of your photos. This will give people an idea of what type of work you do. Choose carefully, though. This might be the one chance you have to inspire someone to view the rest of your portfolio.

Make sure that the photo you choose is representative of your work. If you generally shoot portraits, your business card should feature a portrait, not a landscape.

You may also choose to show a couple smaller photos.

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Visit to learn more about our printing and design services.