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Photography Business Targeted Marketing ‘is Everything’

Bernie Griffiths is a photography business coach, and he is certain the service he offers to wedding, portrait and family photographers is unique, with no one else in the world doing it quite like he does.

bernie0Bernie (pictured right) operates a photography coaching business with an emphasis on marketing strategies and creating successful business models. But what separates him from the touring seminars and other business coaches is that he corresponds one-on-one on a weekly basis with all his clients, and tailors the coaching program around photographers and their businesses.

‘The way I do the coaching is one-on-one. I don’t do group coaching or send a bunch of generic videos to clients. It’s a weekly, one-on-one ‘face-to-face’ Skype session,’ he told ProCounter. ‘What I offer is quite unique within the industry. Photographers running marketing seminars only teach others based on their own business and what has worked for them.

‘But every photographer comes from a different place, has different clientele, style, skill, and expectations. So I extract information and implement a pricing, selling, and photography structure for that particular business.’

Bernie opened his first and only wedding and portrait studio in Melbourne back in 1969 when he was 23, only to sell it three years ago when he decided a career change was in order. He doesn’t claim to have been overly skilled with a camera, but was in tune with how to market and promote his business. That’s what he sees as an art.

Because Kodak and other industry-related businesses sponsored his seminars during his photography career, becoming a full-time photography business coach seemed like a natural next step. And given his business was successful for a long timer, he figured a few tricks he learned along the way could be shared to help others make more money.

The vast majority of the 65 clients he has coached in the last three years are from Australia and New Zealand. Some are masters of photography looking to freshen up their business whereas others are completely new to the industry.

In total he estimates around $1 million in profit has been generated for clients with his assistance.

The coaching is done in either a six or 12-month program which involve a weekly hour-long session. Specific tasks for the photographer are set, and those taking the 12-month program have a two-day visit from Bernie – be it in a studio, or a desk and chair crammed in the corner of a home office.

Given Bernie believes no two businesses are the same, it can be difficult for him to be specific about challenges wedding and portrait photographers face. However he’s noticed a few areas where photographers can improve: ‘New photographers generally fall short because of their ‘non-actions,’ he said.

‘They have to learn a lot of new skills – as I did when I became a full-time coach. First and foremost they have to know how to use their camera and post-processing software, but there is also an art in learning how to market, and sometimes I find they don’t follow through with actions.’

What he means is that photographers aren’t reading the ‘business manual’. Instead, and like many of us, they just hastily rip open the box, throw the instruction manual aside and try to figure it out on their own. Only later, after a few mistakes, will they come back to it and take the time to learn how to run a business.

Bernie makes photographers accountable for their business, he said. Here he is with Fi Mims at her studio in St. Kilda, Melbourne.

Bernie makes photographers accountable for their business, he said. Here he is with Fi Mims at her studio in St. Kilda, Melbourne.

Spending less is more
When it comes to marketing, Bernie recommends spending as little money as possible. The best way to do this is by posting consistently on social media to draw attention to the brand. It’s cost-effective but obviously has limited reach and, frankly, everyone does it.

But marketing can also be a little more creative.

‘Starting a third party alliance with a business or organisation can be really handy and cheap, and I’ve noticed a lot of the successful, big studios do this. Let’s use car dealerships as an example,’ he said.

‘Make an agreement where each time the local dealership sells a car, have them send the customer a letter saying “As a thank-you we’ve organised a family portrait session with the area’s leading portrait photographer, with a print included at the value of $600”.’

But strategically targeting the right market is important. A photographer at the high-end of the market will yield better results by partnering with a Mercedes or Lexus dealership than, say, a Holden or Toyota dealership. Someone like Yervant or Rocco Ancora would be best suited with a Maserati or Ferrari dealer – ‘targeting is everything’.

For photographers in regional areas of Australia in particular, these strategies can prove hugely successful once word-of-mouth spreads.


New and up-and-coming wedding photographers often base their pricing off what others are doing – but that’s not always a wise strategy!

Perceived value creates opportunities
Pricing is another area Bernie finds photographers struggle with because, again, many base it on what other photographers recommend.

He suggests to clients that they adopt a system of collections or packages, ‘perceived value is very important and creates opportunities to upsell’.

‘One of my client’s wedding packages averages around $10,000. He does this because he only does albums – no shoot-and-burn coverages. His incoming price is around $3000, but when the clients come in for the album design he sells about $7000 more. He uses the files at a lever to encourage clients to go with the upgrade.’

Given customers cannot resist the temptation of digital files, making the more expensive packages the ones with digital files can push a client to spend more.

‘It’s common for clients to specifically want digital files rather than prints. It’s a product that they want,’ he said. ‘So knowing that, perhaps offer prints in the cheaper collections, and then offer some files in the slightly more expensive collection. And the fourth collection – the most expensive – offer all the files. We know what the consumer wants, and if that’s files, we can encourage them up the ladder so they spend more money.’

Resist the trends!
Lastly he thinks too many photographers – particularly those entering the industry as part-time professionals – tend to copy or mimic other photographers, rather than testing out what works for them.

When it comes to things like shooting style and locations, too many photographers follow the leader, making it harder for potential clients to differentiate one from the other. Ultimately they start making decisions based on prices.

There's far less professional portrait photographers who operate their own studio these days.

Far fewer professional portrait photographers operate from their own studio these days.

At the moment the trend (latest fad?) among portrait photographers he’s noticed is to shoot at a client’s home with a documentary, black-and-white style. (Possibly because fewer photographers have their own studio and this keeps overheads low.)

Throughout his career Bernie said that when a trend emerged he’d resist it – when the majority started shooting portraits in the outdoors, he put more focus on the studio.

Bernie said he is currently running at 80 percent capacity with his coaching business.

He told ProCounter that not all photographers will benefit or be able to work with him and he will be upfront with a cashback guarantee.if that’s the case.

Photography Business Coach Bernie first appeared on ProCounter’s radar earlier this year when he was interviewed about National Family Portrait Month, a charity-based event he organised with the aim of raising the profile of professional family portraiture in Australia. (And… possibly his own business!)

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Photography Business Coach..Why You Need One.


Accountable – Measurable – Proven

Many Portrait Photographers around the world struggle with their Photography Business with the increased competition and lack of customers.

Without customers there are no sales and no money!

I have spoken to photographers who are either trying to start their business or re-invigorate an existing business which is not getting results.

There is a common theme – photographers are passionate about their photography but are frustrated that they can’t get enough good customers to sustain a viable business.

They need help to reinvent the way that they do things.

This personalised step-by-step 12 month Program will get you “bums on seats” and teach you marketing principles to help grow your photography business.

Why sit by the phone waiting for it to ring?

Get more paying customers now.

How much money are you losing right now using your own marketing methods?

Wouldn’t it be great to have your camera in your hands, and be doing what you are passionate about?

What You Get

A personal full 12 month “One on One ” Coaching Program.

Includes weekly one hour Skype ” face to face” sessions with Photography Business Coach Bernie Griffiths.

Learn What the Top Photography Studios Do To Make Them so Successful.

A full day studio visit at no extra charge after 6 months.

Private Facebook Support Group Page.

Facebook Posts, Blog, and Newsletters done for you for 3 months.

PLUS BONUS unlimited  Email and Phone Support.

The Cost?

Get access to this comprehensive business for photographers program … and start developing everything you need to finally get customers, and revive your business.



I’m confident that the Signature Plus Coaching Program will grow your business.

I  also know that if you follow the steps that I give you, and you do the work, you will have more customers than ever before.

Are You Serious?

I have coached many photographers over the years from those with many years as big studio owners, to photographers who are working part time.

Most photographers I speak to seem to have similar challenges to overcome.

Their cash flow is not showing any signs of growth.

They are spending all of their time in their business and no time working on their business.

Having trouble getting enough customers.

They feel guilty spending too much time at work and not enough with your family.

Most customers don’t value their photography.

They want to take your business to the next level but are not sure which direction to go.

If you relate to a lot of these challenges, then this Program is for you.

I Had To Get Serious About Marketing!

Many years ago, long before Digital, Selfies, Facebook, Lightroom, SEO, and Photoshop, I had a super successful wedding/portrait business.

My business stood strong through good and bad economic times.

It even survived a long recession period.

I had that same successful Photography business for over 40 years.

As the sole income stream it provided me with a good income to bring up my two kids in private schools, have regular holidays, meet amazing people, and enabled me to do what I loved…Photography and Marketing.

When I had a camera in my hand I always felt an adrenaline rush, but I felt at home.

The Marketing side of the business also excited me.

I learned early on in my business that if I didn’t do any or enough Marketing, my business would die.

Understanding Marketing is the key to your business success, not just in the short term, but more importantly in the long term.

I’m looking for particular photographers who are committed to taking their photography Business up to the next level.

Photographers that I can guide with all my years of experience, toward a financially sound business future.

If that’s you, I want to personally work with you in your business to help you get over the obstacles that are holding you back.

I know that you may find it hard to believe at present, but I believe that you can achieve so much more in your business.

Having owned a successful Photography studio for over 40 years, I have some good insights into how to do the right things, and not waste time and money on the wrong things.

You may have spent time and money on books, seminars, webinars and education over many years. That’s all good, but with me by your side as your Mentor, your journey to business success will be accelerated.

What Have You Got To Lose!

One of the important things I’m going to do for you is to create a few steps to help bring customers to your business.

I will also guide you through  Marketing strategies that you can implement straight away into your business to attract loads of new customers….Guaranteed!

As we progress to the end of this12 month program ………….

You’ll be more motivated.

You will Learn Proven Marketing strategies.

Start Turning Customers into Cash.

Have More Time For Yourself And Your Family.

Think about this…

Lots of photographers are finding it tough out in the marketplace.

There is a lot of competition out there from cheaper photographers.

Running a successful business has changed rapidly, and a totally new approach is needed to keep up. I will guide, with proven systems, and a way to create success and fulfilment in your business.

Do You Understand Marketing?

You may be a good Photographer, but in order to have a successful business, you need to have a clear understanding of what Marketing is, what you do, and what you need to do to be successful.

More and more photographers are working from home, and this trend is set to continue into the future, as more and more photographers take control of their passion for photography to create a small profitable business.

Photographers are willing to juggle their business and family life for a more simplified lifestyle that can bring rich rewards.

Photography is your Passion? 

Do you like the thought of having more spare time? How about just working the hours that you want?

Having a holiday whenever you feel like it?

Making a great income?

Working the hours that you want?

Earning lots of money?

Starting a photography business without any training, and very little capital, can be daunting.

The photographers that succeed in the industry are good at marketing and promotion, and not necessarily masters of photography

You don’t need to spend tons of money on Marketing and Google Adwords.. in fact, everything I will show you is either at a very little cost or is completely free.

Who Is This For?

The program is only suitable for photographers who are looking to progress their business, by focussing on Marketing, and putting in the necessary work.

You will receive the best results of this program by putting in the effort, and turning thought into action. But trust me, it will be worth all the effort!

You must be willing to have an open mind and you may have to change some of the things that you’re currently doing.

The truth is.. if what you’re doing now isn’t getting you the results you want, it probably never will. To get better results you need to start doing things differently.

I want to share with you the Marketing that I have learned, not only in my own 40 years of running a successful photography studio, but what I have learned as a Coach and Mentor  hundreds of other photographers.

There is an old saying that says “You don’t know what you don’t know”. Learning the shortcuts and what does work will save you heaps of time and effort, and loads of money, in wasted attempts at trying to get it right yourself.

In fact it could take you many years to get the number of customers that you want who will pay the price that you are asking.

This program can “Fast Track” your learning on how to market your photography to get heaps of customers, who are happy to pay good money for your photography.

The Key that Makes This Program Unique.

This is a personalised program “one on one.”

I’ll be there to help you throughout the whole Program.

You’ll get 1 full hour with me LIVE by Skype, where I can get your top questions answered, and also guide you and teach you the strategies that you need to learn for your success.

I’ll provide powerful coaching and feedback to help you and show you exactly what to do.

There are lots of mentoring programs out there but this one is unique. It is truly  “one on one”.

You will have me right next to you, holding you by the hand, and showing you exactly how to apply the strategies for your business.

It’s exactly what I would be doing with my higher priced clients with my Coaching Programs. I will personally answer each of your individual questions!

Imagine having someone who has had over 40 years of experience of doing what you are trying to do.

Think of the amazing clarity and direction you’ll have by doing his program.

What other Photographers saying about my Photography BusinessCoaching.

“Facebook ads/boosts had been a disaster until the Bernie Griffiths episode, I now feel like I could sell ice to Eskimos using Facebook.”  Derek Anston

“Have booked about 10 sittings from the Facebook promo that you suggested.

I have had an amazing week of sales all over $2000, our first sale from the Facebook response made it to $2000 and were just wrapped & excited at the arketing results”……. Marie Raconnello

“The feeling for me from being stationary (and let’s be fair, stagnant) to building some momentum, seeing desired outcomes and making progress is a brilliant one. Monetary benefits aside, the psychological benefits of this forward movement are invaluable as every step forward brings a sense of achievement. No matter how big or small they are successes and I’ve developed a taste for it such that any set back (or learning opportunity) just motivates me further to turn it in to success, not just by thinking but by doing.

I have you to thank for that. You’ve helped me build this momentum and together we will build it further. I guess another important point is you’ve not only shown me where the accelerator is but you are also teaching me how to steer”  Brook Durling

“Jill just did the first sale from the Babies Wanted campaign – $3490 !!! It was from the window. Another client saw it & told her friend to ring me ! Have booked 4 so far…,Very happy.” Carol Gibbons

“Last week I interviewed Bernie Griffiths, a photography coach who helps photographers attract clients and make sales. Anyway, he put forward a challenge to the listeners and me. The challenge: construct a FB post, boost it and get more bookings than ever before. I’ve done this a heap of times already but have never seen the success I did this week!

Bernie explained exactly what to put in the post, no need to guess anything. Super simple stuff.

I ran my ad one week ago today and paid $30 to boost the post. My results so far have blown me away!

40 Enquiries about the shoots, 17 confirmed bookings, 14 potential clients we’ve left messages for and are yet to hear from 9 potential clients to call back following voice mail messages they’ve left for us over the weekend.

I’m sure the number of shoots will be in the high 20’s once all the contacts have been exhausted.

Listen to the interview with Bernie………………….

P.S Linda (my wife and studio manager) just emailed me that second… “booked another 4…  that’s 21 all up”       Andrew Hellmich….. Photobizx

“Facebook ads/boosts had been a Facebook.”



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Know The How To Plus The Want

Most photographers (including myself) jump right in to starting a business, trying to figure out how to succeed and thinking that all they really needed to know was in their head, or they would learn it from their own experience.

But it all takes so long.

I found some old financial records last week, and was surprised to see that it took me 12 years before I “turned the corner” in my business.

Things can happen a lot quicker in today’s world with greater technology and of course the internet.

I made a note and circled the month it happened, and wrote the words “The Turning Point.”

That month I employed my first staff member.

My monthly turnover started to double each month.

I had a business that was growing, and it did so for many years.

I reflected on how I had sustained my passion and motivation for such a long period of time, before my success.

It was important that I had finally learned the lesson of the how to, but my drive was in my want to.

I wanted to succeed, and that want never left me, even now as a Photography Business Coach.

My photography studio from day one was my only source of income, so I was driven to succeed.

You must have a strong want for you photography business to grow and prosper.

Ask yourself, “Why do I want this business to succeed?”

Have a conversation with yourself write down the answers where you can look at them each day.

Develop a strong want to succeed to continually grow your photography business, that you have created for yourself and your family.

It is very rewarding.

Photography Business Coach

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Is Your Pricing Right?

Photography Pricing
In my experience in talking to, and consulting with hundreds of portrait photographers, the area of pricing their photographs, is the most difficult part of their business, that they have to contend with. If your prices are too low, you not only attract the wrong type of clientele, but you also may not make any money.

You can in fact lose money. If the prices are too high, you may not get any customers at all. Both of these scenarios are of course not acceptable.

So how do you determine your prices? To help us get to this, you should first ask yourself this simple question. How must should I charge? I will answer this for you. As much as possible!

One of the most important things that you have to do in your business is to set your prices. Most photographers totally get their prices wrong, and have price lists that are too confusing, and far too detailed.

Getting your pricing right will be crucial to your business success. Your prices for your imagery will determine what market you will attract, your brand, your competition, and the amount of money that you will earn.

Because this such a crucial part of your planning, make sure that you follow carefully the steps in this book.

Photography Business Coach

Being a photography business coach I have learnt that to develop your price list, the first thing that you need to do, is start to think differently. You probably set up your price list by guessing at numbers, or worse than that , you may have obtained a copy of a competitors price list and then made your prices cheaper! This is the exact opposite of what you should be doing.

A badly thought out price list will cost you money, and may even bring your business into debt. It will force you to work many hours without pay, and may even destroy your love of photography. Compiling a well thought out, and realistic price structure, will help to drive your passion, attract good customers, and help you achieve the financial success that you deserve.

Over the many years that I have worked on my business, getting the price list right, was always high on my list of things to do.

I have built a guide to building a solid portrait price list that you will constantly revisit over the years. But the price list that you are about to structure, will be your default. It will be the foundation of your business.

It has worked for many photographers from a variety of backgrounds and in many different locations.

Everyone’s pricing is different and it is up to you to determine what is right for your business.

#photography business coach




How Much Does A Photography Business Coach Cost?

Your photography business was your dream.
You may have read that your chances of success in the photography industry is very slim, and you may have seen many people begin a photography business and after a couple of years they have found it all too hard and found a “real job.”
The photography businesses failure rate is very high according to some statistics and Jodie Otte of Black Horse Studio in a recent article said that 95% will fail.
The stats of course don’t reveal the truth and the reality about what is really going on for you as a photographer who want to have a successful photography business.
There is a lot more involved in the “behind the scenes” truth about the lonely, emotional rollercoaster ride of creating and building a successful photography business that most business owners go through.
Success is an exciting unpredictable journey, and part of the journey can be filled with bad decisions and mistakes, lost money and often days of feeling worthless, and unloved.
Your decision to build a photography businesses, is a tough and courageous one. It can also be one of the few decisions in a photographer’s life that can fundamentally grow you as a person.
A photographer’s journey is generally filled with a mixture of positive and negative emotions, and here are a few of them that a photographer may encounter in their business life.
Excitement. The time you have been dreaming and working towards has finally arrived. The doors of your photography business are opening, the website for your new business is live and you launch into the unknown world of business.
You love taking photographs and starting your own photography business is your dream. You’re excited, as you visualise the floods of Newborns, Families, etc coming through the door. You are nervous, but you feel that your business will be a sure fire hit.
You have confidence and you just know that you have made the right decision.
When you start to get the first customers in front of your camera you experience a great overwhelming feeling of satisfaction.

You just know that you have made the right decision to “go it alone” even though a lot of family and friends thought you were crazy to do so!
Happiness. You are doing well, so you pay off your credit card, your business is finally in the black, and you are happy. You have achieved your goal of creating a profitable business and who you have become is a different person from who you were just three short years earlier.

Disappointment. After a while busyness becomes a trickle of low paying customers and reality hits you. Your excitement has been replaced by disappointment and a lot of questions. Why did they not book? Did I get this wrong? Have I set my prices too high? Was I too optimistic in my expectations? How am I going to get more sales? Is this really for me?

Fear. You can reach a point where you think that business is not as black and white as you thought it was. You have one or two bad customer experiences and doubt fills you mind. You knew it wasn’t going to be easy, but because your photography was good, you felt that people would happily pay for it.
You begin to doubt that you are not “good enough” to have a business.
Some poor sales weeks may drag into months and when the sales stay flat, and your initial disappointment begins to turn into fear. Fear that you’re not covering your costs, fear that you’re going backwards not forwards, and fear that this photography business that you have created, is looking more like a death sentence rather than a ticket to wealth, happiness and freedom. You don’t realise it at first but this fear can be helpful, as this fear is important, and it may be a galvanising force to find an inner strength and belief. Many photographers give up right here, when success could be just around the corner.

Inner Strength. Suddenly something changes, in your mindset and you decide to face the facts. You decide to stop avoiding the truth of your bad situation and you decide to confront the mess you’re in. Instead of repeating the same marketing strategies you used previously, that are now not working you start to implement new strategies. You start putting yourself on the front line and you even start asking for help. You make a decision to learn everything that you can about strategic marketing and selling.

I am sure many of you reading this will be shaking your heads up and down and agreeing that you have been through some, if not all of the emotions above and more.
You understand that your photography business is not an event, but is a long journey.

So you may have come to a point in your journey that you are looking at finding a photography business coach to help you out of the situation that you are in, whether it is in helping you through a bad period, or simply that you want help to accelerate your business growth.

The question is how much should you pay for a photography business coach?

It is important that the coach that you select has been the owner of a successful photography business, and has “walked the walk.” This will give you the confidence to know that they know what the industry is all about, and what it takes to create and grow your business.

The fees of a photography business coach will usually relate to the amount of experience that the coach has, not only in running a business, but how many years they have been coaching.

Like any form of expertise prices vary, and photography business coaching can cost from $250 for a single one hour consultation to the more intense twelve month photography business coaching priced up to $12,000. Some coaches charge a monthly fee, while others will come to your studio for a couple of days and provide you with the solutions to your problems.

Many photographers are part time coaches, and are offering coaching services to make a little extra money as their business may not be going too well.

They may charge for a short time program and you can expect fees of around $3-$4,000 for this type of guidance.
Whatever coach you decide on, what you should be looking for is a return on your investment.

A good photography business coach will help, drive, and guide you in increase your turnover and maximise your profit.

photography business coach

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12 Things You Do That Are Holding You Back From Success

In the years I’ve spent coaching others as a photography business coach, I’ve recognized patterns in what we all do, myself included, that hold us back from success. Here I share 12 of the most powerful lessons I’ve learned along the way.

  1. You compare yourself to others.

Whether it’s starting a business or learning a new skill, you will look at others who are much further down the road from you and expect your results to be similar to theirs, today. Since you cannot see the struggle, the mistakes and the hundreds of little improvements they made every single day, you assume these never existed. By comparison you feel inadequate, incapable and discouraged.

Shift your focus instead to where you are today compared to yesterday to get a more accurate picture of the progress you’re making.

  1. You ask yourself the wrong questions.

You spend your time and energy wondering “if”—if what you’re doing is possible, if you’re good enough to achieve it, if it’s the right thing to do. These questions are unhelpful and suck all the energy and motivation out of you. Change these questions to how, who and what, such as, “How will I make this happen?” “What’s the first step?” “Who can help me with this?” and spend your energy finding answers that will help you move closer to success.

  1. You wait for others’ permission.

You want those you care about to approve. You create a story that their approval means you’re on the right path. You don’t want to disappoint. And so you end up stuck and paralysed by a flippant comment, or an unenthusiastic reaction. I’ll never forget my uncle giving me a pained look while telling me, “Why are you still in London? Come back to Malta with your family.” Ouch that really hurt, but had I listened, I’d be stuck in a dead-end job, living a life that was killing my soul. YOU know what’s best for you. Trust your gut and your heart, live by YOUR standards, and you’re much more likely to create a life that makes you happy.

  1. You wait for the “right” time.

You keep putting something off because it’s not the “right” time yet. You need to make a few more improvements, get more experience, learn a few more skills. You wait for the economy to improve, the weather to get better or for a sign that you should start. This is just your mind playing delay tactics and winning. The right time is now. Only by starting will you discover what else needs to be done or improved, never before.

  1. You expect instant results.

“What?!” your mind tells you. “You’ve put so much effort into this and no one has noticed?!! This is a waste of time, might as well stop now.” I vividly remember thinking this when I posted my first ever blog post. As the tumbleweed rolled on my site, and not even my mum left a comment, my blogging career threatened to stop just as quickly as it started. Be patient, be persistent and give yourself a realistic timeline to achieve the results you want.

  1. You don’t take action.

You make lists and beautiful plans. You re-write those plans and use the latest app to capture them a second time. You discuss your plans, visualize your plans, criticise your plans. You do everything but act on them. Your first step, as imperfect as it may be, will be much more useful than all the plans in the world. Your first step might actually change all the plans you made in the first place, so spend most of your time on acting, not planning, if you want to get somewhere.

  1. You create fake busyness.

This is my favourite one by far. I’ve spent hours tweaking my website, reading other blogs “for research purposes,” playing with new apps. Days have gone by where I’ve sat at my desk for hours being very busy at doing nothing. If you know you’re doing the same, take a step back and ask yourself where your actions are leading to. If they’re not leading to tangible results, then you know you need to be spending your time doing something else.

  1. You listen to everyone but yourself.

You’re new at this. You seek advice. The world and her mother have an opinion on the subject. You sit and you listen. You assume everyone knows what they’re talking about, that you have to follow what you read unless you want to fail miserably. The problem is, the advice is taking you in so many different directions that you’re paralyzed. By all means read and learn, and then let your own heart and instinct guide you. Trust that you will find your own best way of doing this, and it will be just right for you.

  1. You assume talent and not persistence in the secret to success.

“If I had any talent, this would be much easier. I’m not cut out for this.” When you start your project, you discover it’s a steep uphill struggle to get where you want. You make it mean you’re lacking in some way, that maybe you should aim a little lower or try something easier. Don’t buy into this mindset. Anything you do will get easier the more you do it. Persistence and not talent is the secret to success, so stick to it, keep working at it and eventually you’ll find yourself at the top of that hill.

  1. You’re not flexible.

You’ve got your plan and you want to stick to it no matter what. You assume this is the only way you can succeed. For years, I assumed that the only way to get fit was to join a gym. For years I paid huge yearly fees for a gym I never used. The goal is still there but my tactics have changed. Yoga, cycling and swimming have replaced the gym to much better effect. What’s your proverbial unvisited gym? And what could you replace it with?

  1. You do it alone.

You see asking for help as a sign of weakness, or maybe it doesn’t occur to you that you can reach out to others. You want to succeed on your own. You build an imaginary fortress around you as you work on your project. STOP right there. List 3 things you’re struggling with right now. Next to each one list at least one person who’s experienced something similar. Write one question you would love to ask that person. Now reach out and ask.

  1. You don’t know when to let go.

You’ve tried your best, you’ve changed tactics a hundred times, you’ve worked endless hours on this project for the last few months, yet you’re not seeing the results you were hoping for. So you work harder and faster hoping that somehow, someday, you will get there. Your project has become this dark cloud following you wherever you go. Any excitement or joy you felt about working on it has since long gone. You’ve invested so much in this project that you don’t want to let it go. Consider this, how do you feel about spending the next 12 months working on the same project? If you had to let it go, what else could you do with your time? Sometimes it’s OK to let go.

What will happen? For one, you’ll still be perfectly okay. But who knows, once you gather a broader mindset you might find the exact opposite of one of your old opinions to be true.

photography business coach

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Pricing Your Photography For Profit

Do potential customers ever ask you the price of your wedding and/or portrait photography?

So expect it and get some solid strategies to reply to their request for prices, whether it be on the phone or by email.

How you reply to their request could be the difference between your business thriving and not.

Are you bogged down with trying to sort out your prices for your portrait and wedding photography?

Are you testing or guessing? Or are you testing and measuring?
Who ultimately sets your prices? Is it you or the customer?

It took me many years of test and measure to get my pricing formula right.

Are you pricing yourself to fail? If you are too cheap or too expensive you may be busy but with an empty bank account.

Ideal Clients Aren’t Always Looking For The Cheapest Photography Prices

What do we need before we can set our prices?……………………..we need products.

As a photography business coach I always explain that products are important when you set your prices.

7 Mistakes Photographers Make When They Set Their Prices.

1. Make price stand out more than their Branding/ Positioning.

Many photographers price lists I see make the price in the largest font and even sometimes in a stronger colour.

2. Make their price list too complex.

Price lists are sometimes so complex that even I do not understand them, never mind the general public.

3. Copy other photographers.

Other photographers prices bear no relationship to yours. Their products, photography, overheads, needs and wants are totally different than yours.

4. Set their prices and don’t adjust them regularly.

Once we set our prices we must check on what products sell the most ( our core products) and lift them.

5. Put a full price list on their website.

Should you put your prices on your website?

Hands up those who say yes you should be on the website?

Hands up those who say no?

6. Use a multiplication factor to wholesale cost.

7. Charge by the hour.

Some sources say that you should use a 5 X cost to price your products.

So a 5×7 inch print should be 5x cost…that would make it $15 on your price list. Are you kidding?

You can charge what you want right?

The perceived value of the product determines the price.

1. Perceived value can be the way that you have positioned yourself in the marketplace as maybe high end and expensive.

2. Perceived value can be enhanced with great presentation and packaging.

Example…7×5 loose and in ready to frame mount with acetate and ribbon.

3. It could be that it is printed on archival Art paper rather than on standard photographic paper.

4. It could even be the photography itself that is incredibly creative and has exceptional post production on the files.


First we have to ask the question. How much money do you want to earn?

The answer for me was always “ as much as possible.”

Having this open mind, I always drove my business as hard as I could on a daily basis.

Set your initial prices to your own cringe factor.

Then with monitoring your sales, you can gradually increase your core products to a point where the market stops buying

Bernie’s Cringe Factor Method

Let’s Try it

We are finding out what the market can stand the market could stand.

With wedding photography you have a price that will attract the kind of customer that you want. Then by using an effective Album Planning process you increase that total sale by at least double.


Talent and photography skills.
The facility that you work out of.
Your mindset.
Your location.
Presentation of products.
Price is just one piece of your business jigsaw.

Getting it right is about “test and measure” and in going to the market, with it and letting the market decide.

In my years of experience as a photography business coach, I realise that there may be people that may look to find the lowest price photographer in their community, and if you feel they are your ideal client , then target them and market to them.

But as a photography business coach I would prefer you to find better clients than market to those who do not value your photography.

Every Success….Bernie

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One Photographers Journey

Here is an email I received last week.
 In 2014 I was really busy (not much in the way of marketing got done) everyone that came to my door 90% were booking me, however at the end of the year I made nothing and my wage was below minimum.I was advised to put my prices up, so I revamped, did the number crunching and worked out what I needed to charge. I worked out what I needed each person to spend and created a package that would make people spend there.

What is really depressing is the people who are now enquiring are walking away saying they can’t afford it.

It is a very competitive market here with lots of photographers charging very little and giving files away practically for free.

This year has been extremely difficult trying to get money out of people. This is a case scenario I had recently.

I set up an Ordering and Viewing appointment for my clients and gave them an awesome deal because it was for two sessions. They came into the viewing and ordering session (they had already been to two prior so they knew the drill) they chose the photos they wanted and when it came to asking how they would like to pay for their order they both didn’t bring their wallets. They then asked if they could Internet bank it. Sure no problem, only they never paid. When sending them and email, I had no reply, text, no reply, fb message no reply. What can you do?

I’m at my wits end not sure what direction to go and how can I make this work, that is why I am writing to you because I am exhausted from trying.

I’ve learned from other successful photographers, and have taken on board some of their ways that sit right with me and don’t cost an arm and leg every month, however, nothing really has worked.


PS There is no full time photographers here as we all have other incomes.
Look forward to hearing from you.

PS I would like to keep getting your emails.“

What Is It?
What is it that is stopping you from growing your photography business?
I talk to photographers everyday who are all at different stages in their business.

Many of the photographers I coach are Master Photographers who have been in business for many years, while others are just beginning their business journey.

But we all have “blockers”.

photography businesscoach1

There are many obstacles or excuses that get in our way……

-Not being liked
-Losing money
-Being seen
-Getting too busy

-Don’t like
-Happy in comfort zone

-Too much on mind
-Don’t know what to do first

-Not enough

-Don’t know what to do

-Having everything right

-Friends and family not on your wavelength

-Don’t believe in yourself

Pam’s main problem was 5. LACK OF KNOWLEDGE…she just didn’t know what to do.

We don’t know what we don’t know!

I will keep you informed about Pam’s journey, as she has made the decision to sign up for one of my 12 month Coaching Programs.

Changing Photographers Lives
“I just wanted to say a huge thank you for all your help this year.
We had another record month for December with 32 sessions booked in for next year.
I also wanted to tell you, I used your suggestion of a baby plan with newborn clients. I charged them $25 to add a 6 month and 1 year session after doing the newborn session. One family today came in and spent $3,090 for the 6 month session, so it is definitely working.” Kate & Chris Beuchner Uber Photography

Enquiries… Bernie +61418509228



I will keep you informed about Pam’s journey, as she has made the decision to sign up for one of my 12 month Coaching Programs.

Photography Business coach

Changing Photographers Lives
“I just wanted to say a huge thank you for all your help this year.
We had another record month for December with 32 sessions booked in for next year.
I also wanted to tell you, I used your suggestion of a baby plan with newborn clients. I charged them $25 to add a 6 month and 1 year session after doing the newborn session. One family today came in and spent $3,090 for the 6 month session, so it is definitely working.” Kate & Chris Beuchner Uber Photography

Photography Business coach

Enquiries… Bernie +61418509228

Photography Business Coach

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A Day For Photographers

SYDNEY Monday 13 FEB     NEWCASTLE Tuesday 14 FEB

Get rid of your Photography Business Frustrations!

After the fantastic success of the “A Day For Photographers” last year, we will be travelling around Australia throughout 2017, helping as many photographers as we can.

The whole day will have a focus on what makes a studio successful, and will include going through the following critical points. Sorting out Your Website, Social Media, Business Principals, creating a Price List, Photographing for Sales, Creating more Business, The Retail No Pressure Portrait Selling System and more….it will be a full day!

  1.   Developing Your Photography Into A Clear Brand.
  2. Getting the Right Customers.
  3.   Developing A Conversion System To Convert Leads Into Customers.
  4.   Building Your Price List To Maximise Sales.
  5.   Test and Measure Strategies To Keep You On Track.
  6.   Marketing for a Constant Flow of Customers.
  7. Becoming a Master Photographer.
  8. Facebook Marketing Strategies.
  9.   Developing a Perfect Work/Life Balance.



BERNIE GRIFFITHS Photography Business Coach   


After having a successful wedding/portrait studio for over 40 years, Bernie transitioned into being a Photography Business Coach. He is now the “go to” coach for those studios looking at taking their business to the next level.

His studio experience, expertise in Facebook Marketing, and down to earth approach to business, has enabled him to help and guide photographers in growing their business and generating more income.

Bernie is widely recognised as Australia’s Leading Photography Business Coach, and his presentation will be on the 5 most important things that a photographer should focus on to build a successful photography business.

HEATH WADE Master Photographer


Heath and his wife Mairead have had their highly successful boutique photography business in Newcastle for over ten years.

They started out as fresh-faced pups back in 2000, earning a living taking and selling local landscape images.

It wasn’t long before Mairead traded the classroom for the studio and Heath threw off his sparky’s pliers for life behind the camera, and they both embraced on a new venture together.

In 2005 Heath experienced a real ‘light bulb moment’, and passionately felt that he wanted to be part of the wedding/portrait photography scene.

He wanted to be the one capturing the roller coaster of emotions, love, friendship and excitement on camera, and so began his new studio.

Fast forward to 2017 and now Heath has been recognised and rewarded for his efforts, with State and National Awards and many ecstatic clients.

Heath is a qualified AIPP Master Photographer and was the NSW AIPP Wedding Photographer of the Year in 2013, 2014, 2015.

JOHANNAH BARTON  Website Designer


Johannah is the owner of a branding and website design company called Confetti Design. She specialises in helping small businesses sell to predominantly female target markets. With over 20 years experience, she has worked with many photographers to enhance and project their brand, and create unique websites, that have delivered great results.

Johanna’s presentation will help guide you in creating your perfect website.

Is your website up to date and giving you the best chance of competing in such a competitive market place?

.MURIELLE SASSINE  Portrait and Glamour Photographer


Murielle Sassine, owner and operator of Vivid Imaging and Blackbox Portraits, developed a passion for photography at a young age. She pursued her interests in photography and obtained a degree in Visual Communication, establishing herself as a photo media specialist.

Murielle has run a successful photography business from home for over 17 years, and has achieved great success with her sales in the areas of portrait and glamour photography.

Her portrait sales last year were “mind blowing” and she had a record turnover for her business.

She will talk about some of the many challenges facing photographers who work from home and how you can get a good work/life balance.

EARLYBIRD $65 until 15th January …….NORMAL PRICE  $125 


Changing Photographers Lives

“I just wanted to say a huge thank you for all your help this year.

We had another record month for December with 32 sessions booked in for next year.

I also wanted to tell you, I used your suggestion of a baby plan with newborn clients. I charged them $25 to add a 6 month and 1 year session after doing the newborn session. One family today came in and spent $3,090 for the 6 month session, so it is definitely working. Kate & Chris Beuchner Uber Photography 

Enquiries…  Bernie +61418509228

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Photography Business Coach Soft Sell

Chase The Dream….No Excuses.

Australia’s leading photography business coach
The Sales Approach That Sells Without “Selling”

Have No Fear of Closing
Chase The Dream….No Excuses.
I have owned and operated three successful photography studios over a period of 45
years. The reason for their success was that I developed a “soft sell” system that took
the pressure off me when it came to the sale. I was able to go into the sales process relaxed, and with confidence that I would maximise the sale to each and every customer.
Solid, predictable and consistent selling systems are the heart and life blood of any business.
I must admit that I did learn from my mistakes, of which I made many. Selling can be pressure for both the customer and the sales person.
It took me many years to realise that people love to buy, but hate to be sold.
Of course I have read numerous books on selling. They never gave a specific step by step of the process.
So here is mine. It is powerful and it may appear too simple for your brain to accept, but believe me it is based on my specific experience over thousands of portrait sales that have put hundreds of thousands of dollars into my bank account.
My “soft sell” system gave me a very high average sale. It changed my mindset. It will change yours if you let it. Don’t fight it, simply try it. Test it.
I believe that you can at least double your average sale.
You can easily lose thousands of dollars if you do not do your selling correctly.
Imagine if you only increased your average sale by just $100, over 50 sales that would equate to $5,000!
Most photographers do not see themselves as salespeople. That is why they fail, in the most important part of their business. Ninety-five percent of photographers in sales are failing miserably.
Change what you are doing and you’re going to succeed.

In my coaching I consistently see photographers break all their records in sales. How exciting is that! Imagine not having to close a sale, and instead the customers closing their own sale!
Just relax and let the system do its work. Let it come to its natural conclusion. You have to combat the fear of the sale closing, to overcome that obstacle.

Let The Customer make their own Decisions.
Forget what you would like the customer to buy. Let them decide on what they based on the information that you have given them.
Never Prejudge
Do not prejudge what the customer can or cannot afford. Don’t think that the customer doesn’t have the money to invest a lot in photography. This is a big business coach  I have known a customer deprive themselves of a new car, choosing rather to spend thousands with me, on family photographs.

Never Underestimate The Value of a Lifetime Customer
By not prejudging a customer, you can open your mind to the possibility that this customer will come back again and again over the years. Let your presentation, be carried by this excitement, enthusiasm, and belief.
Dress for Success
If you dress for success, the customer is more likely to take your higher prices seriously. I don’t mean over the top, but I do mean that you should dress professionally. Whether you are male or female dress appropriately when you are selling. It will have a positive effect on your sales presentation.
Practice, Practice, Practice
You must practice your selling system. I used to role play with friends or staff members, to perfect my presentation. Right up to getting the money. You must build your confidence before you present yourself to your customers.

Be Ready and Do Not Keep The Customer Waiting
Always allow plenty of time between each appointment, so that you do not keep your clients waiting.

The Simple “No Pressure Selling System.”
1. You should have a simple structured price list that leads the customer to buy your
core products, which in turn will help maximise your sales.
2. Prepare your customer for the sale by informing them of the viewing and purchasing procedure, prior to the appointment.
3. Show the customer a slideshow of edited images.
4. Get them to stand up and go through your prices with them showing samples and various sizes of your products on your wall.
5. Leave them with the price list and leave the room.
6. Return a few minutes later and don’t say anything.
7. Wait for them to ask questions and tell you what products they want.
8. Go back to the computer and sort the images to the products.
9. Ask for full payment.
10. Get them to sign off on the order.
Is it this easy? Yes, but you have to have confidence and practice this simple but very powerful sales strategy.
One of the keys to the success of this strategy is the structure of your pricing and products. These in turn should be connected to your branding and target market.

Listen and Learn To Shut Up!
Learn to “shut up.” All your talk is highly ineffective and completely unnecessary.
Most photographers talk too much. Learn to listen instead of talking. Listen to that potential client’s questions and concerns like you are being told the biggest secret in the world. You have to have big ears to listen to every word that they are saying.

Become a Record Breaker
This is my favourite strategy, because I love to set goals and break records. It keeps memotivated and focused on achieving more than I have already accomplished. If you are a record breaker, then you can never become complacent.

What is your personal sales record? What is the most that you have ever earned in sales?
Write it down right now. Now, what’s your record breaking goal? Write that down. Also, write down when you want to accomplish that goal. Now, put that record breaking goal and the date in front of you so that you see it everyday. Let me give you the three steps that will guarantee that you will break the business coach
First, you must know it in order to break it. Sales records are developed, recorded in the books and then broken. Set a goal of breaking your highest portrait or wedding sale, and the date of when I would achieve it. Always strive to beat your own personal record.

Don’t Forget To Always Follow-Up
Thank You Cards. You must send out thank you cards. Preferably a handwritten thank
you card instead of an e-card, because people get bombarded with e-mails. This is
something that I do regularly in my business to thank people for their time and consideration.
It’s not enough to just sign your name to some random thank you card. Take just a few moments to actually write the person’s name and a short blurb thanking them for their time, consideration in doing business with you. You must do this even if the person did not invest in your product. Remember, the key is to build long-term relationships.

I have shared my simple sales strategies with you, and I know that you will learn from them. Read this report often, rather than letting it sit on your computer. Implement these easy strategies into your current sales presentations and watch your sales grow.
I would love to hear of your record-breaking sales.
Bernie Griffiths has over 40 years experience
owning a successful wedding and portrait photography studio.
He has always been in the photography industry, beginning
as a press photographer at just fifteen years of age. After
that he became a manager in a photography darkroom,
processing and printing thousands of images.
Looking for greater challenges, at only twenty one years old,
Bernie managed to secure a dream job in working as a photographer
on a luxury cruise ship. He had a staff of three other
photographers, and cruised all over the world capturing the
passenger’s experiences, with sales for the photographs
reaching record levels.
Bernie opened his own studio when he was twenty-three
years old. He soon learned that there was a lot more to the
business than just taking photographs. The business needed
to create cash flow, for there were lots of bills to be paid. It was
at this point that Bernie became a photography student of
marketing and promotion. Using some well thought out new
marketing strategies, the studio began to flourish. So much in
fact that after only two years Bernie employed five staff, and
opened a second studio in a nearby town.
Bernie has walked the path as a photography business coach and now a , and knows the frustrations and day-to-day challenges.
He is a “down to earth” person who can relate to
all areas of a business.
There are short cuts that can lead you to accelerate your
success, both as a photographer and business owner. Talk
to him about secrets of success and he will bluntly tell you
that there aren’t any, once you know them. He will say,
“Work hard and always measure your results, and don’tmake
the same mistake twice.”
Using his unique retail selling system Bernie has turned over
hundreds of thousands of dollars in his portrait and wedding
photography business, and also through his consulting company,
has taught many photographers to do the same.
Bernie is Australia’s only full time Photography Business
. Mobile 0418509228

photography business coach

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