Table Of Content...the definitive new
approach to successful
wedding photography
Praise for Fast Track Photographer:
“Dane Sanders has given you a priceless gift. Every once in a while, a book comes
along that elegantly captures what you need to know to transform yourself and your
business. This is that book. Read it, study it, hurry! This is a great book.”
Seth Godin
Author, The Dip
“If you’re thinking about becoming a professional wedding photographer, you owe it
to yourself to read this book. It’s as much about finding out who you are as it is about
how to become a truly great wedding photographer. Highly recommended!”
Amit Gupta
Founder, Photojojo.com
“With Fast Track Photographer, Dane does a masterful job of demystifying the com-
plex world of professional wedding photography. This book provides an insiders’ view
of the industry while laying out a clear flight plan to success. I highly recommend it
to anyone thinking about entering this competitive and rapidly evolving field.”
Frederick V. Johnson
Senior Marketing Manager, Professional Photography
Adobe Systems, Inc.
“Dane has built quite a cult following in the world of wedding photography, and now
we know why. In this book, we see all sides of his personal success, as visionary, men-
tor, and humble expert, effectively passing his secrets and foibles to an appreciative
audience. I found his clear and direct vision of exactly how to build a successful busi-
ness is only made more entertaining by the wonderful clarity of a great storyteller’s
voice. I read it twice—even though I was personal witness to many of the events
Dane exampled within—because it was simply so much fun.”
Jeff Jochum
Senior VP, Pictage, Inc.
Creator of Community, Online Forums and PartnerCon Conferences
“Inspiring and concisely written, Fast Track Photographer provides a well-structured
roadmap to help both emerging and established photographers identify and achieve
their life’s purpose.”
Jason Kiefer
CEO, Pictage, Inc.
“Fast Track Photographer is completely fresh! The information is timeless, yet cutting
edge, and applicable to any service business—but especially inspiring to new or expe-
rienced pro photographers. I’ve been photographing professionally for almost 20 years
and it got me excited to take a new look at my business and ensure that I’m focused on
my ‘Signature Brand’. In a sea of “how-to” photography books, this lighthouse really
stands out. It’s destined to become a staple on every photographers bookshelf.”
Kevin Kubota
Author of The Digital Photography Bootcamp®
“Fast Track Photographer is a dead on assessment of the working mind of the aspiring
professional photographer. Dane is delightfully witty, thought-provoking and en-
gages the reader on the most important steps needed to embark on a successful career
in wedding photography. More than a specific “how-to achieve” book, Fast Track is
a “how to think” methodology—which is way more potent. This book is worth its
weight in gold and if you know anything about me, that’s saying a lot.”
Gary Fong
Photographer
Creator of the Lightsphere
“Dane Sanders Fast Track Photographer and pDNA are the best resources for today’s
photographer—BAR NONE!”
Scott Sheppard
Inside Digital Photography
“This book is unreal! Dane you knocked it outta the park with this and wedding
PHOTOGRAPHERS are gonna be thankful for decades to come!”
David Jay
Photographer and Entrepreneur
Creator of ShowItWeb and ShowItSites
“Although I have a different take on a couple of issues, this is the most comprehensive,
smartly written book about what it takes to make it as a wedding photographer in
today’s world. Dane has a gift for painting a picture of the industry with his words
and wit and seasoned pros and newbies alike will benefit from his insight.”
Becker
Wedding Photographer
Co-founder of thebschool.com
“If you’ve ever wondered what makes you and your photography business unique, look
no further! Dane Sanders has created an invaluable resource in Fast Track Photogra-
pher! This book is filled with questionnaires, thought provoking stories, and in depth
surveys for you to try. For every tool provided is the objective to help you identify
your strengths and weaknesses as a photographer so you not only keep shooting but
love the business of shooting too! Thank you Dane for all the hard work and hours
you put into this! Fast Track Photographer is INCREDIBLE!!”
Me Ra Koh
Photographer, Author and Speaker
“Dane Sanders is a genius at breaking down advanced marketing ideas into simple for-
mulas that everyone can apply. This book is a must read for any photographer who wants
to skip the trial and error process and move straight into a successful career path.”
Mike Colón
Celebrity Wedding Photographer
“Dane, you’ve hit the nail on the head! Identifying the need for clearly pursuing your
career path as a professional, be it a wedding photographer or some other type of cre-
ative service based business. Fast Track is the outline to help you see the advantages
of selling both the Photographer or Photography. Fast Track is an excellent resource
to anyone considering becoming a wedding photographer. As Chief Photographer
for Bella Pictures, and having my own signature brand, I will highly recommend it to
all of our photographers. I love it, this is a must read!!”
Bob Davis
Chief Photographer, Bella Pictures
Canon Explorer of Light
Celebrity Photojournalist
“Dane’s perceptive insights to the state of the wedding photography industry are laid
out with dead-on accuracy. FTP is a must-read for anyone just starting out as a
wedding photographer, but I would highly recommend it to seasoned professionals
if they are interested in staying in the game. Dane’s informal style of writing articu-
lates his points in a very uncomplicated way that will clearly steer you into the right
direction. Using engaging stories from the lives of many well-known photographers,
Dane illustrates how you can apply the strengths you already possess to have the
exact career you desire.”
Jules Bianchi
Wedding Photographer
“I have a degree in business and this book is sound advice for a new photographer
starting a new venture, or an established entrepreneur looking for a fresh start. It’s
interesting, articulate, and very well-crafted. Dane, your passion and energy palpitate
throughout these pages...in other words, you rock!”
Jasmine Star
Wedding Photographer
“This book should be required reading at Harvard Business School and Brooks Insti-
tute. The concepts and ideals Dane portrays are vital for not just photographers, but
for any small service based business. In the ever-changing world of digital imagery
and wedding photography, those shooters with both a keen eye and a smart plan, will
be the ones to rise to the top.”
Ron Dawson
Creative Director/CEO of Cinematic Studios
Host/Producer F-Stop Beyond
“A wonderful insight into one of the most competitive fields of photography, a must
read for the aspiring photographer.”
Marcus Bell
Wedding Photographer
FAST TRACK PHOTOGRAPHER
The Definitive New Approach to
Successful Wedding Photography
DANE SANDERS
FAST TRACK PHOTOGRAPHER. Copyright © 2008 by Dane Sanders. All rights
reserved. Printed in the United States of America. No part of this book may be used
or reproduced in any manner whatsoever without written permission except in the case
of brief quotations embodied in critical articles and reviews. For information address
Cut Frame Press Inc., 3104 Barbados Place, Costa Mesa, CA 92626.
Cut Frame Press books may be purchased for educational, business, or sales
promotional use. For information please write: Special Services, Cut Frame Press Inc.,
3104 Barbados Place, Costa Mesa, CA 92626.
Cover Design by Elevation; Mike Green, Creative Director
Publisher’s Cataloging-in-Publication Provided by Quality Books, Inc. The Library of
Congress has catalogued this edition as follows:
Sanders, Dane.
Fast Track Photographer:
The Definitive New Approach to Successful Wedding Photography/Dane Sanders.
p. cm.
LCCN 2008905108
ISBN-13: 978-0-9817455-0-3
ISBN-10: 0-9817455-0-4
1. Photography—Vocational guidance. 2. Wedding photography.
3. Photographers. I. Title.
TR154.S26 2008 770’.23’2
QBI08-600171
COnTEnTS
iv FAST TRACK PHOTOGRAPHER: THE DEFINITIVE NEW APPROACH TO SUCCESSFUL WEDDING PHOTOGRAPHY
ACKnOWLEDGMEnTS ........................................ viii
FOREWORD MOMEnTuM ...................................... X
PREFACE ........................................................... Xv
Setting You Up to Win
A Whole New World XVii
GETTinG STARTED ............................................... 1
The Real You
Finding Your Edge 3
Where’s the Real Value? 5
Learning to Fish 6
You Can Do This 6
Where Most Photographers Go Wrong 8
Two Main Paths 10
An Exit Strategy 12
Attitude is Everything 13
How to Best Use This Book 14
CHAPTER OnE ....................................................17
A New Era
The Grumpies 19
The Grumpy Photographer Life Cycle (a.k.a. the Road to Hell) 25
A Beth or a Franz? 27
The State of Our Age: Globalization and Photography 29
The Digi-Flat Era 31
We Live on Krypton 33
The Words of the Prophet are Written on the Subway Walls 35
Starting Off Right 37
Learning How to Dance 37
CHAPTER TWO ....................................................41
The Power of Choosing Your Own Adventure
A Star is Born 43
Flat = Opportunity 44
A New Era in Wedding Photography 45
CONTENTS v
Freelance or Signature Brand? 47
Change is Here and It’s neither Good nor Bad 49
The New Market—Where Do You Fit 50
The Best in the World 52
Fixing Weakness vs. Maximizing Strength 53
The Photographer’s Twist 54
Embracing Our New Culture 57
Choose Your Own Adventure 58
From Being Controlled to Being in Control 59
CHAPTER THREE ................................................61
Photographer by Design
Don’t Just Invent Yourself, Design Yourself 63
Being You-Nique 64
The Photographer DNA (pDNA) Assessment Tool 66
Go Take the Test 68
Welcome Back! 69
Discovery 69
So What’s Next? 70
The Power of the Fast Track System 72
CHAPTER FOuR ..................................................75
True Confessions
The Fraud 77
The New Me was the Old Me 80
Blogs, ‘Pods and Vodcasts 82
My “Ah-ha” Moment 83
Attack of the Grumpies 84
But There was a Problem 85
Why I’m Telling You My Story 85
Wait a Second… 87
Expect Change 88
CHAPTER FivE ....................................................91
Dream a Dream with Me
“Photojojo is Your Friend” 93
Owning Your Limits & Dreaming for the Stars 93
