Business Advice For Photographers: Supply & Demand, Pricing & Marketing

When it comes to business, it all comes down to your skill and marketing ability.

With 25-years of experience working as a professional photographer, Karl knows exactly how to run a successful photography business. He’s experienced first-hand what it’s like to set up a business, survive a recession, and how to successfully market and grow multiple businesses.

Throughout this show, Karl looks at key concepts relating to business, including understanding demand and supply, how to price your work, identifying and targeting potential clients, and marketing strategies.

This jam-packed show covers many common questions relating to business, including what the industry may look like post-COVID.

Topics covered in this show include:

  • Working with agents
  • Useful skills for photographers
  • Where and how to market yourself and your work
  • Pricing photography & usage fees
  • The importance of understanding supply and demand
  • How to build a portfolio
  • The demand for stock imagery

You can find the documents Karl refers to in this show in our Downloads section.

Other related photography classes you may find useful include our ‘Business of photography’ course and our previous ‘Business advice for photographers’ live show.

If you have any questions about this show, please post in the comment section below.


  1. Ciao Karl, I am moving in another studio (ca 50 sqm – 5,75 x 8,90 m to give you an idea). My dilemma is: which color would you suggest to paint the walls? I am into product and still life photography (I do also portraits from time to time) and I thought that grey might be a better option to avoid much spill of light and have more control (?). Sometimes I do also need some room light though. Thanks in advance, cheers man.

    1. Hi, I just had it printed at a local printing company. It would be even easier today because even any digital printing company you use means you could have short runs done. Just look up digital printers or printers in your area.

  2. Hello an amazing show!! Learned alot . Can you please upload your rate card that you showed during the show or its template. That would be great. Thank you very much 🙏🏼

  3. Hi, Karl!

    Thank you so much for all of your amazing tutorials. Extremely helpful.

    I live in Dallas, Texas. Very large city, usually a lot going on. Right now, though, as with everywhere, we are moving between various stages of stay at home and a lot is in flux.

    That said, I’m having a hard time figuring out exactly what steps to take to figure out what the demand for commercial food and product photography is in my specific area. Mainly the product photography. Meaning, where does that information live? Or, do I just start Googling product companies? Do I call PR firms?

    I work with lots of local restaurants, but, all of my product photography is with clients who live out of state and who find me online. Mainly in Instagram, actually. They mail me product and I shoot it in my home studio. I really don’t know where to begin to look for product lines that are local, or even in the state. And, if I do, what is the best way to reach out to them right now other than my PR kit by email?

    Any guidance on that would be most appreciated, and thank you.


    1. Hi Allison, glad you enjoyed the show. Yes this is always a tricky one but it requires a few days of solid research. First I’d start with all of the ‘suppliers’ (your competition) see who they are working for and figure out what the top players are charging. Then look at business directories, listings, trade associations, google, and start building a picture of all potential manufacturers ‘demand’ and find out what sort of standard of work they are getting and where from. If it’s easier break it down into industries, tech, engineering, manufacturing, etc etc you can also find a lot (in the UK from telephone directories). Start in your area and work outwards. Ask other business people that you know. Think about where the large industrial parks are (google maps is useful) and find out who is based on them etc. Of course the business you do doesn’t necessarily need to come just from your city but that the best place to start from as it’s the most likely. Also look at all the top advertising and marketing agencies as the firms you want to target will likely use them for their own brochure production etc etc.

      1. Thank you, Karl, I’m on it.

        Other than straight up asking them (which I’m not sure would be effective), how does one find out what the competition is charging?

        Everything else is very helpful and I am going to work on it this week.


        1. Hi, the best way is to find an appropriate business owner that you’re friendly with, create a small fake brief and ask them if they would get prices for you from A. B & C.

  4. Wonderful episode, straight as always to the point, indeed there’s a lot to think about for those who entertain the idea of entering the world of commercial/product photography. I would add, confidence and determination do help a great deal and Karl has them (as well as a passion for what he does which is infectious). Thanks you Karl, you really enlighten us all! (allow me the metaphor).

  5. Thank you Karl for this in-depth video on how to maximize my chances. I have recently moved into the state of Texas and have been struggling with the decision on how to position and market myself amongst already established photography businesses. Just making that leap into starting a business can be frustrating but since I’ve joined KTE. I always end up saying to myself after watching your education lessons and taking part of your weekly and monthly challenges, what am I waiting for… This is what I need to do and everyday that goes by I’m missing the opportunity to get myself and business going. There’s a lot of opportunity here for me and I need to get out and get it. Thank you and your team for the motivation! Cheers

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