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Master the Business of Photography

with Sal Cincotta

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  •   Trailer

  •   01 Class Introduction

    19:49

Class duration: 28h 38m

See all 41 lessons
  • 23K students

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  • 97% recommended

    37 student reviews

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About The Class

You are not entitled to make money – you have to earn it.


Business skills are non-negotiable – you must have them to succeed. Develop yours in Master the Business of Photography. Sal Cincotta will teach the business-first approach to photography you need to succeed in today’s competitive marketplace.

The viability of your photography business hinges on your plan. In Master the Business of Photography, you’ll get actionable business insights and guidance from Sal, an award-winning photographer, author, and owner of the million-dollar photography brand, Salvatore Cincotta Photography.

Sal will coach you, start to finish, through the process of developing a winning sales, marketing, and business plan and how to implement it. You’ll define your ideal client, learn how to get your price list right, and develop effective responses to sales objections. You’ll examine emerging trends in engagement and wedding photography and learn how to integrate them into your business. Sal will help you re-imagine and energize every aspect of your photography business. 

You’ll learn how to:

  • Build a portfolio tailored to your ideal target client
  • Use social media to grow your business and expand your influence
  • Proactively instigate vendor relationships
  • Use marketing to book more sessions
  • Apply the new rules of SEO

You are not entitled to make money – you have to earn it. In this class you’ll develop an action plan for growing your business – no matter how long you’ve been in the business – with 30, 60, 90-day, and 1-year plans for keeping your growth on track.

Photographers work in a competitive industry and everyone can benefit from learning fresh, new marketing, pricing, and sales techniques. Commit to the success of your business and join Sal for Master the Business of Photography.


Topics Covered


Lesson Plan

  1. 01

    Class Introduction

    19:49
  2. 02

    The Agenda

    24:35
  3. 03

    Why You Will Fail

    39:49
  4. 04

    The Changing World We Live In

    18:57
  5. 05

    Biggest Competitors For Weddings and Portraits

    42:41
  6. 06

    Defining, Understanding, and Connecting to Your Clients

    56:15
  7. 07

    Legal Issues

    1:09:43
  8. 08

    Shoot and Share vs Shoot and Sell

    56:18
  9. 09

    Pricing Your Work Part 1

    57:12
  10. 10

    Pricing Your Work Part 2

    1:10:02
  11. 11

    The New World of SEO

    40:58
  12. 12

    Social Media - Facebook

    48:42
  13. 13

    Social Media - Instagram & Pinterest

    36:23
  14. 14

    Building a Better Portfolio & Attracting the Right Clients

    1:04:59
  15. 15

    Proactively Developing Vendor Relationships

    35:41
  16. 16

    Get More Publicity

    47:28
  17. 17

    Booking More Portrait Sessions

    37:23
  18. 18

    Booking More Weddings

    52:39
  19. 19

    Understanding the Initial Sales Consultation (In-person vs Skype)

    46:25
  20. 20

    The Engagement Shoot - Shoot To Make Money.

    48:46
  21. 21

    Engagement Pricing and Sales

    47:13
  22. 22

    Destination Shoots

    47:46
  23. 23

    Working With & Training Second Shooters

    1:04:10
  24. 24

    Growing An Alternate Brand

    58:07
  25. 25

    The Wedding Day Timeline

    42:00
  26. 26

    Managing The Wedding Day

    54:03
  27. 27

    Post Wedding Sales and Pricing

    36:07
  28. 28

    Post Production - A Real World Workflow

    54:21
  29. 29

    Wedding Albums - Their Importance, New trends & Selling Them

    31:22
  30. 30

    Ways Not To Suck At Customer Service

    58:34
  31. 31

    Video - The Future of Story Telling for the Photographer

    47:15
  32. 32

    Packaging & Final Delivery To Your Clients

    47:20
  33. 33

    Lessons Learned - Where I Have Failed Over The Last 8 Years

    35:10
  34. 34

    The Journey Of You

    16:24
  35. 35

    The Journey Of You: 30 Day Plan

    25:00
  36. 36

    The Journey Of You: 60 Day Plan

    27:11
  37. 37

    The Journey Of You: 90 Day Plan

    24:49
  38. 38

    Student Examples

    14:31
  39. 39

    Interview with Warren McCormack

    26:16
  40. 40

    Interview with Lenny and Melissa Volturo

    19:24
  41. 41

    General Q&A

    26:26

Meet Your Expert

Sal Cincotta

Sal is an award winning photographer, author, and wppi platform speaker.Sal is one of the most sought after business consultants in our industry, helping studios and photographers take their businesses to the next level.In 2007, gross sales were less than ... read more

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Bonus Material

Access your course materials here!

Get access to exclusive bonus content when you purchase this class.

  • pdf Master the Business of Photography - Workbook
  • pdf Master the Business of Photography Slides
  • pdf 5 Tips to Finding and Booking Your Client

97% of students recommend this class.
See what some of them have to say.

  • Brandon D

    March 2017

    Sal isn't disgruntled and angry like someone below said, and he doesn't have time for people constantly whining about why their business isn't going good. He's from Brooklyn, so he can come across as harsh at first, but after watching several of his classes and even getting to meet him in person and talk a bit I can tell you he is a really nice guy who truly does want you to succeed. He was very encouraging to me after I thanked him for helping me and my business get to where it is now. Growing up, I can remember photographers grabbing us and posing how they wished. They are often in a hurry to get things right, such as at a wedding, so I am not sure why one reviewer stated he would dismiss them. Sounds like he is just looking for a reason to feel powerful. Anyway, this is a great class to get you on track with your business. Yes, its a bit wedding heavy, but the concepts are the same no matter what. Just apply them to your niche and you are good to go.

  • fbuser 0af5cf47

    fbuser 0af5cf47

    March 2018

    I have been a long time fan of Creative Live and have sat on the fence with all of Sal's classes because I already attend Shutterfest every year and get loaded with valuable information there, so it was hard to pull the trigger on a $300 course that was filmed 5 years ago. Also, in my earlier days of hearing about Sal, I'd heard a lot of negative opinions about how he comes across. Still, I'd heard he's a marketing guru, and my background is in marketing as well, so I really wanted to see what this class was all about. Now that I've finally gotten it, I'm completely blown away. There is just SO MUCH MATERIAL in this class that its actually difficult trying to decide what to implement first! It is good stuff too. It is all about marketing, sales, and workflow. If you're looking for a class teaching you how to take better photos, this one is not it. This is the class that teaches you how to get your work where everyone is seeing it and convincing people to book you and tell their friends about you! Now as far as others have already said... this class is definitely geared toward wedding photographers. Yes there are bits of information that work for other types of photography, but it is so heavily wedding oriented that there might be a better fit out there for another type of photographer. If you do weddings though, this is an amazing class! As far as Sal's personality goes.... he's a New Yorker transplanted to St. Louis. So expect that NYC no BS type of attitude. Susan Stripling is another one of my favorites and she is similar in attitude (and also extremely talented), so if you like her, you should like this. If you have a hard time with her, you might have a hard time with this. Regardless, its stuff y'all need to hear and implement to be successful. Obviously because the class is a bit older, you may have to make small tweaks to a few things (even though he says don't jack with the recipe), but the marketing principles are solid and timeless. Shoot this course is worth it for the SEO advice alone. Just buy it already!

  • Cheryl Callahan

    Cheryl Callahan

    November 2014

    Sal Cincotta is yet another outstanding educator that I've discovered on Creative Live. In this course he shows us how to implement things in our own business that will help us grow our businesses in this modern age. Personally I've purchased books and gone to photography business classes for years. In one session he mentions how when he and his wife were starting out business practices were something other photographers seemed to be afraid to share. This resonated with me. Everyone is willing to technical aspects but how many are willing to teach business to us? Personally, I just can't decide whether to buy this course or one of his previous ones first. Thank you Sal for stepping up to the plate and having the integrity to share your business knowledge! I'm an artist first and a business person second. I don't know if that will ever change. I do know that the business person part needs to grow and I think this class is a fantastic opportunity to do that.

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