And though the premise is to make you a standout wedding photographer – this is a read for all photographers serious about taking it the next level.
Dane’s bottom line is that the product you’re selling is you. Yes – good photos are important – and he assumes you have that – but he also knows that new business and referrals depend on you. To that, he introduces the photographer’s DNA (pDNA) assessment tool – but his use of “DNA” is far from Watson and Crick’s DNA. Instead, each letter points to a process phase to help you better understand your style, strengths, and gaps (D = discovery, N = negotiation, A = activation) – think of it as a sort of photo-centric Myers-Briggs test.
After the pDNA tool – Dane compares and contrasts two business approaches: Freelance Photographer and Signature Brand Photographer. And though he gives props to both – he does write persuasively to seriously consider the Signature Brand route.
Bottom line – this is a quick 200p page read and is highly recommended if you’re looking to make the jump to pro photographer – regardless of your intended route. Dane’s insight into the business, easy writing style, and copious examples really make this a tough book to skip.