Lori Craft

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Lori Craft manages a successful portrait studio in the historic town of Marshall, Michigan with her husband, Dennis Craft.  Together they operate Craft Photography. Dennis is the portrait photographer and Lori's talents for the business lie in the marketing and promotional areas of the studio.  

The Crafts owe much of their studio success to Dennis's creative photography and the passion both Lori and Dennis have for business, with an aggressive marketing plan and a good relationship with their staff and clients.  Lori's plan for the business has expanded in the last few years to include underclass and event photography.  As the industry and the economy changed, so did the portrait studio.

Lori received her Craftsman Degree in 2000.  She enjoys being able to travel and speak to photographers about her role in the industry. Lori has been a featured speaker for PPA, a variety of State and Affiliate organizations, and industry leaders such as Burrell Colour Imaging and Kodak.  She has had the opportunity to speak internationally to photographers in both Korea and China and enjoys working with photographers to inspire and encourage them to look at their business with a new perspective.  Lori is constantly exploring new avenues of marketing and business and continues to work at growing their studio despite the declining economy. With all that in her life, which she balances with great enthusiasm, her most treasured position is Mom to her three children.


Lori's Courses

  • Basic Portrait Marketing

    Instructors: Lori Craft
    Video: So you want to be a portrait photographer (or are just getting started)? This class will tell you everything you need to know to take your ambition to the streets and bring in the clients!
  • How (and Why) to Provide Great Customer Service

    Instructors: Lori Craft
    Video: Photography isn’t just about the photos; it’s about the people. After all, the client may not actually always be right, but they are ALWAYS the client. You’ve got to take care of them, and that’s what customer service is all about. But what IS top-notch customer service?
  • How to Handle Client Objections

    Instructors: Lori Craft
    Video: No means no…or does it? When a client or prospect says not yet, not now, or not for me, what do you do? You turn to what you’ll learn in this class! Lori Craft is ready to teach you how to handle client objections and help you turn your client’s frown upside-down.
  • How to Market Family Portraits

    Instructors: Lori Craft
    Video: Whether it’s a holiday card image, cute kids in pumpkin patches, or just an annual in-studio image as the family members grow, portraits are essential to most families. And in this class, you’ll learn marketing techniques that will help make you THE family photographer in your community.
  • Projection Sales: Advanced Techniques

    Instructors: Lori Craft
    Video: You create great images for a client…then what? It comes down to sales, but most photographers aren’t natural salespeople. That’s why it doesn’t hurt to learn a few tried-and-true sales techniques to boost your numbers. So if you use projection sales (or are thinking about it), tune to learn how to optimize sales via these sessions.
  • Projection Sales: The Sales Session

    Instructors: Lori Craft
    Video: There are a lot of ways to sell your images to your clients. Many photographers swear by the projection sales system because it helps them guide their clients in choosing the right products as opposed to just “taking orders.” In this video, instructor Lori Craft explains why and how she uses projections sales…and how you also could use it professionally, start to finish.
  • The Beloved Family Pet: Successful Pet Promotions

    Instructors: Lori Craft
    Webinar: Who meets you at the door every day when you come home from a tough day? Who looks at you with adoration? Who snuggles up at your feet and covers you with kisses? Your beloved family pet! And with many pet owners being post- or pre-children (who consider their pet their new baby), it’s no wonder that pet photography has become a booming business for studios. It is a target market that defies the recession, so come learn to make the most of it!
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