Paul GeroRenowned Photographer and Sony Artisan
Paul Gero has been a professional photographer since 1983 (yikes!) and started his career at The Chicago Tribune as a photography intern. They later hired him as a full time photographer and in 1985 he was assigned to their Washington, DC bureau. While there he covered politics, presidents and conventions and stayed in DC through 1990. Then he took a position as a staff photographer in Phoenix, AZ at The Arizona Republic. He continued to cover a variety of subjects including sports, news, border issues and politics. While in Arizona he also began freelancing for Sports Illustrated, Time, People, and US News & World Report Magazine, among others.
After marrying Nicki in 2001, they moved to California in early 2002 and he set up his portrait and wedding photography business. He continues to do that work now and also is the author of the book “Digital Wedding Photography” and is a member of the Sony Artisans of Imagery Program. Since 2008 he has done the charity photo book project called The Kids of Orange County and he has photographed hundreds of children while the program has raised over $60,000 for Children’s Hospital of Orange County (CHOC).
He and his wife Nicki run their studio together and they work from home and live to serve their two children Kate and Sparky ;-).
A note from Paul – I love photography, I love teaching about photography, I love helping photographers make a successful business and am happy to share about the Kids Book Project — a photographic project that is a true win-win-win program.
Summary of Discussion Topics:
- What a charity book project is and how you can you use it in your business to generate new clients.
- The feeling of publishing your photos in a book.
- What you can learn from the past successes of other book projects.
- Customizing your photo sessions to produce images to put into your book.
- Donating the full session fee to your selected charity, and making sales on any prints ordered.
- Books as a great way to encourage clients to accept print to preserve ideals which will transfer to other orders.
- Privacy concerns and other objections clients may have when participating in a book project.
- Using a book and charity project to convert those clients who wouldn’t have otherwise booked.
- In-person sales as part of the service you are providing as a photographer.
- Using the children’s/book session as a bridge into family/other sessions and lifelong clients.
- How to market your book sessions to get families/clients into the program, and through your door.
- Book projects as a way to bring in new clients easily.
- How to broaden the concept to apply to all genres.
- Why Paul got into mirrorless photography.
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Links and Resources:
- Paul’s Website, Facebook, Twitter, LinkedIn, Youtube
- Blurb Publishing
- Episode 63 with Ron Nichols: The elements of the perfect sales setup
- Episode 29 with Lena Hyde: Selling products as a photographer
- Episode 16 with Lori Nordstrom: Being a “full-service” photographer
- Episode 99 Weekend Wisdom with Skip Cohen and Peter Doyle also on Book Projects