Article from The Natick Tab
04/11/2000
Written by Maureen Sullivan

On Developing Lucrative Careers

But when it comes to the financial side, even on how much to charge for their work, many photographers find themselves in the dark with the lens cap on.

That's something Mark Till wants to change. He recently self-published a book called "The Lucrative Photographer." It guides shutterbugs though the basics on turning their profession into a more profitable business.

Till's background includes a degree from Babson College and 10 years in banking as a risk manager. He's also sold insurance and investments. Till also runs his own consulting firm, and let we forget, he's a photographer as well, specializing in wedding portraits. His main assistant is his wife, Laura, who works at Wellesley College.

He was already into photography, taking the occasional picture and movie, when the bank where he was working closed. After an apprenticeship with another photographer, and taking his share of pictures, Till opened his own photography studio in 1990.

Over the years, Till discovered lie could make some money as a photographer and that many other photographers weren't.

"Most photographers just make no money," said Till. "They have no business plan...other photographers have come to me (at trade shows) for advice.

Till decided to use his own experiences as a photographer and consultant to create this book, which came out this January.

Compiling the book's contents, he first learned that information about the business side of professional photography was lacking.

It's impossible to find what photographers make," he said. Not even Babson, his alma mater, had information on photography as a business, so Till used his own money to create a survey, the results of which are available on his Web site, www.marktill.com. (It's also where people may order the book and find out more about the many programs and seminars he offers, as well as about his photography services.)

Those who buy the book will learn the importance of creating a business plan, of creating a niche for the product, how to "make yourself indispensable" and even the importance of having a life.

"So many of them work a seven-day week," he said "The most successful seem to balance out their schedule...their are few, other books with a more holistic approach (than the one I've written). It's important to have a life."

It's also important to have some kind of system in place.

"When I asked photographers "How much do you charge?" I find there's no logical system in place," he said. "There never was a methodology involved."

And when he recommends the fee they should charge, "most photographers say they could never charge anything like that...it's way too high," said Till. "Photographers so long have undervalued their work. My mission is to make photography a lucrative profession.

Even those who don't know a light meter from a centimeter should find this book a valuble resource in learning how to create and maintain a sensible business plan.

It's not just on photography, but on creating sound business practices," said Till, whose book is filled with interviews and material gathered over the years, and has a bibliography after each chapter for those wishing more information on specific topics.

How is the book doing so far? According to Till, it's been selling well, and "the initial response shows there is a need for this," he said.

That photographers may actually make a living, and may actually combine a life with a profession, could make a more lasting impression than a whole gallery of photos.

For more information on the book or other programs offered by Mark Till Consulting, call (508) 655-9595, e-mail at mark@marktill.com or visit the Web site listed above.

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