{"id":18047,"date":"2013-02-18T15:20:53","date_gmt":"2013-02-18T23:20:53","guid":{"rendered":"https:\/\/lightstalking.com\/?p=18047"},"modified":"2019-07-31T03:50:16","modified_gmt":"2019-07-31T07:50:16","slug":"14-commandments-for-fine-art-photography-marketing-with-photos","status":"publish","type":"post","link":"https:\/\/www.lightstalking.com\/14-commandments-for-fine-art-photography-marketing-with-photos\/","title":{"rendered":"14 Commandments for Fine Art Photography Marketing (with photos)"},"content":{"rendered":"

The more informative your advertising, the more persuasive it will be. – David Ogilvy<\/i><\/p>\n

You have created some great photographs and you are considering selling them.\u00a0 Doing so makes sense.\u00a0 You have skills and you want to recoup the investment you made in photographic gear.\u00a0 Maybe you want to make your hobby \u2018pay for itself.\u2019 Maybe you want to generate extra cash.\u00a0 Or maybe you want to start a photography business.<\/p>\n

Whatever the case might be, selling your work involves marketing it.\u00a0 The problem is that marketing is a challenge for most photographers.\u00a0 This is because marketing has very little to do with creating fine art photographs .\u00a0 Many photographers, in fact most artists, abhor marketing their work.\u00a0 In fact, most have never studied marketing.\u00a0 I know.\u00a0 I was one of those artists. When I started selling my work I believed that marketing was putting a price tag on my work.\u00a0 No, cross that. At first I did not even use price tags!\u00a0 Just deciding what price to charge for my work was what I considered to be marketing.<\/p>\n

My early attempts at selling my work were rather disappointing to say the least. So much so that it was the lack of sales that forced me to change my mind. I realized I had to study marketing or die trying to make a living as an artist.\u00a0 I did study marketing and to make a long story short I became financially successful selling my work, making a six figure income only two years after taking the decision to embrace marketing.<\/p>\n

In 2011 I published a book titled Marketing Fine Art Photography<\/i> in which I detail how to market your fine art photography successfully and profitably.\u00a0 I wrote this book to save you from having to go through the tribulations I went through early in my career.\u00a0 The goal was to save you from having to attend the school of hard knocks, an institution whose door is better left unopened.<\/p>\n

About This Essay<\/b><\/p>\n

The goal of this essay is not to repeat what I say in my book.\u00a0 The book is over 300 pages long and has 23 chapters so doing so is not doable in a web essay anyways.\u00a0 Instead, the goal of this essay is to introduce you to some of the fundamental concepts of marketing.\u00a0 I selected 14 that I consider to be the most important. There are more, but those are a good start.<\/p>\n

About the 14 Commandments Below<\/b><\/p>\n

Each of the 14 paragraphs below consist of a title followed by a short statement, usually one or two sentences long.\u00a0 The reason for these brief statements is to keep this essay interesting and to the point.\u00a0 If the information I am presenting here is not for you, then reading this essay will not have taken much of your time. <\/p>\n

If, on the other hand, you like the materials presented here and want to learn more about each of the 14 aspects of marketing listed below, then this essay will work as a first step in your marketing studies. Do keep in mind that each of these points, and much more, are addressed in detail in my book, together with examples, photographs and illustrations.<\/p>\n

1 \u2013 Sell quality, not quantity<\/b> – Art is a luxury, not a commodity.\u00a0 Luxury items are sold on the basis of quality, not on the basis of quantity.<\/p>\n

2 – Don't sell on the basis of price, sell on the basis of uniqueness<\/b> – To achieve this you will need to work hard at developing a personal style that is unique to you.<\/p>\n

3 – Don't be faceless<\/b> – Show yourself.\u00a0 At shows, be present in your booth.\u00a0 On the web, show a shoulder-up portrait of yourself on your website, on your artist statement, on your Facebook page and everywhere else you have a presence and sell your work.<\/p>\n

4 – Increase your prices regularly<\/b> – Everything increases in price and therefore so do your expenses.\u00a0 If you don\u2019t increase your prices you eventually reduce your income.<\/p>\n

5 – Don\u2019t be passive<\/b> – Take charge of your business. Enforce your policies and don\u2019t try to be all things to all people.<\/p>\n

\u00a0\"Briot-Marketing-Fine-Art\"<\/a>
\nMarketing Fine Art Photography<\/i> by Alain Briot
\nThe cover image is my all-time best selling photograph.<\/p>\n

eBook link<\/a><\/p>\n

Physical book link<\/a><\/p>\n

 <\/p>\n

6 – Think like a business owner<\/b> – Think like a business owner, not like an employee. Business owners are responsible risk takers.<\/p>\n

7 \u2013 Ask for the Sale<\/b> – Don\u2019t let potential customers walk away without trying to close the sale.\u00a0 The least often asked question in sales is \u2018do you want to purchase this product or service?\u2019\u00a0 Make it your most often asked question!<\/p>\n

8 – Know your audience<\/b> – You are not selling to a faceless crowd, you are selling to people who like you and your work.\u00a0 Learn who they are and know why they like what you do.<\/p>\n

9 – Sell emotion<\/b> – Sell emotions, not gear and technique. People purchase photographs for emotional reasons, not logical reasons. Print size, camera used, printer, ink paper, etc. do not sell photographs.\u00a0 Beauty, emotional impact, personal vision, meaningfulness and other emotional reasons do.<\/p>\n

10 – Never stop marketing<\/b> – Market when business is great and market when business is poor!<\/p>\n

\"Briot-Light-Dance\"<\/a>
\nAntelope Light Dance<\/i>
\nMy second best selling photograph<\/p>\n

11 – Believe in Yourself<\/b> – Believe that you can.\u00a0 Whether you believe you can do it, or whether you believe you cannot do it, you are correct!<\/p>\n

12 – Show what you want to sell<\/b> – You sell what you show. Therefore show what you want to sell.\u00a0 You can\u2019t show all the photographs you have taken, so you will need to make a selection!<\/p>\n

13 – Offer packages<\/b> – Packages always outsell a la carte.<\/i> \u00a0This means that a package price for 3 or more photographs, for example, will sell better than 3 single photographs.\u00a0 You can offer packages of photographs in any quantity from 2 to 10 or more.<\/p>\n

14 \u2013 Continue to Study Marketing<\/b> – Marketing changes as economic conditions changes.\u00a0 While the basis, such as these 14 commandments, remain the same, how they are implemented, to what extent and with what emphasis changes.\u00a0 For these reasons you need to continuously study marketing in order to remain competitive.<\/p>\n

\"Briot-Playa-Reflections\"<\/a>
\nPlaya Reflections<\/i>
\nMy third best selling photograph.<\/p>\n","protected":false},"excerpt":{"rendered":"

The more informative your advertising, the more persuasive it will be. – David Ogilvy You have created some great photographs and you are considering selling them.\u00a0 Doing so makes sense.\u00a0 You have skills and you want to recoup the investment you made in photographic gear.\u00a0 Maybe you want to make your hobby \u2018pay for itself.\u2019 […]<\/p>\n","protected":false},"author":14276,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[314],"tags":[],"yoast_head":"\n14 Commandments for Fine Art Photography Marketing (with photos) | Light Stalking<\/title>\n<meta name=\"description\" content=\"The more informative your advertising, the more persuasive it will be. - David Ogilvy You have created some great photographs and you are considering .\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.lightstalking.com\/14-commandments-for-fine-art-photography-marketing-with-photos\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"14 Commandments for Fine Art Photography Marketing (with photos)\" \/>\n<meta property=\"og:description\" content=\"The more informative your advertising, the more persuasive it will be. - 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