REVIEWS: "If you're a realistic person who knows that being a photo pro takes a firm grounding in business practices as well as picture-taking skills, buy this book." —Popular Photography

FROM THE BOOK:THE INSANITY OF FREELANCING: "A good attitude is the single most important ingredient in any successful business. Freelance photography, in its variety of forms and specialties, can present many challenges on the road to success. Along this road you can be your own best friend or your own worst enemy. The choice is yours and it's made daily in every thought and action."

PHOTOGRAPHIC ABILITY AND CREATIVITY: "If you expect to be successful in selling photography, you must first have the technical and creative ability to produce that photography. Your creative ability to produce images will be the foundation of a successful - that means profitable - photography business. Simply put, adequate images will produce adequate income, while great images can produce great income. Of course, there's a lot of ground to be covered in the process."

ADMINISTRATION SHOULD BE AN ART: "It ain't over until the paperwork is done. No matter how good you are at photography and marketing, if you overlook basic business practices, failure will rear its ugly head. There is more to photography than the ability to make and sell great images. You must administer those images into a profit - in other words, take care of business. Good business practice is simply having a direction and sound advice, and using common sense in make the journey."

SELLING IS ALSO AN ART: "The art of a salesperson feeds the art of the photographer, rarely the opposite. You're not in business to make photography, but to sell photography. The ability to make great marketable images shows good sense in creativity and business. Once again, don't get me wrong. I think quality images should be the basis of why you enter business in the first place. However, the ability to sell these quality images will ultimately determine the degree of financial success."

SPECS: 8.5 X 11, paperback, illus., 144 pgs, index

Cliff Hollenbeck specializes in editorial and commercial image making throughout the world. Cliff has twice been named "Travel Photographer of the Year" by the American Travel Writers. The Hollenbecks' film company, which specializes in subjects similar to their still photography, has received gold medals at both the International Film Festivals in Chicago and New York as well as several Tellys for Travel and Tourism Sales Programs and Commercials.