Four categories of photographers selling their work

Four categories of photographers selling their work

Selling your photographs is a serious decision. How you approach this decision depends on your personal goals.  I have been studying and teaching he sale of fine art photography for a long time.  One thing I found is that most photographers fit in one of four different categories. Below is a description of these categories.

The goal of this essay is to help you chart your path in regards to selling your photography.

1 – You are considering selling your photographs
If you are considering selling your images I strongly encourage you to attend the Fine Art Photography Marketing and Business Seminar even if you are not selling right now.  The reason is that acquiring the knowledge necessary to sell your work professionally and profitably is needed before you start selling, not after.  After you can only try to fix problems.  Before you can save yourself many mistakes, headaches and frustrations and be profitable much faster.  The discount package for the workshop + the seminar is also a good reason.  We have many students who do both so attending the seminar will allow you to make friend with workshop participants right away.

2 – You are starting to sell your photographs
You may have been selling for a few months, a year or two years, and you are trying to ‘learn the ropes’ and figure out how to build your business.  The main question at this point is to realistically assess your level of success.  Are you making a profit or not?  Is your income justifying the hard work and long hours you are spending to sell your work? Are you happy with your present situation or are you frustrated, or worse angry, because of what you have to go through?  If the answer to these questions is yes the answer is to attend the Fine Art Photography Marketing and Business Seminar because you will get solid answers and solutions right away instead of trying to find the answers by yourself which can take years, if you find them at all.

3 – You have been selling your work for a number of years
You have been selling for a number of years and you have your system.  It may not work as well as you’d like, but it works well enough to continue.  You would not mind finding a way to make it truly worthwhile though, more profitable, so that you reach the next step, make more money and kick butt.

Again the important thing here is to realistically asses your level of success in regards to your original goals.  However this is not enough.  Another important step is to take a good look at your dreams.  Most photographers dream of achieving more than they have but settle for less because they do not believe they can do better.  Fact is you can do better, but you have to know how. There is a much higher potential for success than you believe, you just need to know how to get there.

4 – You have stopped selling your work
Photographers rarely stop selling because they reached their financial goals.  Just about all those who quit do so because of problems.  You may have quit because selling your work was frustrating, or you did not have enough sales, or problems piled up, or adversity of one kind or another overwhelmed you.  However you have this longing feeling that somehow you did not give it your all and that there may be a way to make it work.   In other words, you would give it a second try if you knew how to make it work.  You still want to achieve your dreams.  You know that there is only one way to do so.

I designed the Fine Art Photography Marketing and Business Seminar to help you regardless of which of these four main areas you are in.  Success is possible, but you have to know what to do to be successful.  Quite simply, the goal of the seminar is to teach you what that is.

Take a look at the Fine Art Photography Marketing and Business Seminar description to find out how this will be done.

Alain Briot
Arizona

About Alain Briot
I create fine art photographs, teach workshops and offer DVD tutorials on composition, image conversion, optimization, printing and marketing. I am the author of Mastering Landscape Photography, Mastering Photographic Composition, Creativity and Personal Style and Marketing Fine Art Photography. All 3 books are available as printed books on Amazon.com and as eBooks on my website.

You can find more information about my work, writings and tutorials as well as subscribe to my Free Monthly Newsletter on my website. To subscribe simply go to http://www.beautiful-landscape.com and click on the Subscribe link at the top of the page. You will receive 40 free essays in eBook format immediately after subscribing.

I welcome your comments on this essay as well as on my other essays. You can reach me directly by emailing me at alain@beautiful-landscape.com.

Alain Briot
http://www.beautiful-landscape.com
928-252-2466

You dont need a larger audience, you need a more qualified audience.

1 – Introduction
In recently received this question about my Fine Art Photography Marketing and Business Success SeminarI don’t see a lot of materials about how to reach a broad audience  in the seminar contents.”

Fact is, there is a lot of information on reaching your audience in the Fine Art Photography Marketing and Business Success Seminar.  The teaching materials are designed to help you reach as broad of an audience as possible.  For example, I have a lot of new information on how to use social media, how to build  an email list, how to stay in touch with new and previous customers and more.  Also keep in mind that if there is an aspect of marketing that is not addressed in the seminar, or not addressed in enough detail, you can ask questions during the seminar and I’ll give you detailed answers.

You can see the contents for the Fine Art Photography Marketing and Business Success Seminar at this link.

2 – Size does not always matter
However, and this is really the most important part of my answer, keep in mind that it is not the size of your audience that matters most but instead the quality of your audience that is most important.  Social media is interesting in that respect because it provides fantastic examples to prove this point. Recently a photographer (I won’t give names for privacy reasons except that it is not me) had over 1 million views on one of his photographs posted on Google+ : a stunning panoramic photograph of Iceland.  The same photographer had to cancel his Summer 2013 Iceland workshop because he did not get enough participants to reach the break even point financially.  In other words not enough participants registered to make the workshop profitable . This says a lot about audience size and profitability.  1 million views on Google + but that person couldn’t fill 6 workshop seats …

The lesson here is that audience size is not the most important thing.  This is why in the new Advanced Marketing DVD I focus on ways of creating a qualified audience, an audience that is fascinated by you and who is going to buy from you over and over again.  This is the correct way to do it.  None of my photos have 1 million views, but I have no problem filling out my workshops, regardless of where I go.  As with many aspects of fine art, what matters most is quality, not quantity !

3 – The Advanced Marketing Mastery Workshop on DVD
To go back to the Fine Art Photography Marketing and Business Success Seminar, a lot of new and important information will be shared during the Seminar that I did not make available previously.  In fact, that information did not exist until now because Natalie and I developed it after spending the past two years doing research for this Seminar.  We visited many galleries and shows, talked to artists, gallery owners, show organizers and studied the fine art market as a whole.  The result is the creation of a vast amount of new material which is now featured in the Fine Art Photography Marketing and Business Success Seminar. During our research we learned of several significant changes to the fine art market over the past 2 years. One of the most important is that selling fine art is even more challenging today than it was before we started our research.

I will talk about this issue in the Seminar and I will give you solutions.  For example, for the first time I cover limited edition prints, explain why they have become important.  I also show three different ways of editioning your photographs.  Offering limited editions has become very important and the main issue is what is the best way to do it? Just putting a number on a print is not enough. This is not an effective way to convince customers to buy your work.  So I go over efficient and lucrative ways of editioning prints, ways that will generate sales if done the way I recommend. This is a very important aspect of fine art marketing today, one that can make a huge difference between selling and not selling prints, as well as between selling  prints for low prices and selling prints for high prices.

4 – Knowing how to handle objections is the key to closing more sales
Also, for the first time there will be a section on how to respond to objections. Customers have more objections today than they ever did because money is tighter than it’s ever been.  That doesn’t mean they don’t want to buy.  What it means is you must know how to answer their objections quickly and effectively.  Most of my sales are made to people whose first answer is ‘No’.  Yet, they do buy, just not immediately, only after I answer their objections.

I show you exactly how to do that by providing you first with an exhaustive list of every possible objection and second with the exact answers you need to give to close the sale.  And if I forgot or overlooked some objections, just email me and I’ll post the objection and the correct answer in the updates area.

Knowing how to answer objections effectively has magical consequences.  You will make sales you never thought possible and you will make these sales with answers so simple you’ll literally laugh all the way to the bank!  I had a customer just the other day who told me ‘I simply don’t need this.’   I asked him a single question, listened to his answer, then gave him the answer required for his specific objection.  When he hear my answer he turned around, looked at me and said: ‘In that case I’ll get it.  Here’s my credit card.’  I’m still laughing at how effective this technique is and at how much money those who don’t know it are losing!

5 – Conclusion
You don’t needs a large audience when you know how to maximize sales to the audience you currently have.  It’s a whole lot easier — and fun– that way.  In fact one of the biggest mistakes most businesses make is trying to find new customers instead of selling more to their existing customers. Looking for new customers is expensive and difficult while selling to existing customers is cheap and easy. The only challenge is knowing how to do it. I teach you how to do this in the Fine Art Photography Marketing and Business Success Seminar

So, in closing, I  recommend attending the 2017 Fine Art Photography Marketing and Business Success Seminar.  I am very proud of it and I know it will help you make more sales and take you to the next step.  The goal is to make you a winner and a profitable business owner.

About Alain Briot
I create fine art photographs, teach workshops and offer DVD tutorials on composition, image conversion, optimization, printing and marketing. I am the author of Mastering Landscape Photography, Mastering Photographic Composition, Creativity and Personal Style and Marketing Fine Art Photography. All 3 books are available as printed books on Amazon.com and as eBooks on my website.

You can find more information about my work, writings and tutorials as well as subscribe to my Free Monthly Newsletter on my website. To subscribe simply go to http://www.beautiful-landscape.com and click on the Subscribe link at the top of the page. You will receive 40 free essays in eBook format immediately after subscribing.

I welcome your comments on this essay as well as on my other essays. You can reach me directly by emailing me at alain@beautiful-landscape.com.

Alain Briot
http://www.beautiful-landscape.com
928-252-2466

The power of marketing

The reason why most photographers can’t make a living from their work is because huge efforts are necesary to convince them to spend money on marketing but no efforts are required to get them to spend their money on cameras and gear.  The problem is that just about any camera can take a sellable photograph, but no photograph will be sold unless they are marketed in a convincing manner.

What made me successful selling my work is I decided to reverse this process: I stopped spending my money on cameras and started spending it on marketing instruction instead. ”
Alain Briot

A best seller
The quote above sums up what I often say when I talk about the importance of learning marketing when you want to make a living selling your work.

In 2007 I published my 3rd book on photography.  Titled Marketing Fine Art Photography, it focused on teaching readers how to market their fine art photographs. The book was, and continues to be, a huge success with photographers and entrepreneurs.  It sold tens of thousands of copies, received rave reviews, has a 5 star out of 5 stars ranking on Amazon, and is regularly featured as best-selling photography business and marketing book.

What is most interesting is I could not predict how successful this book was going to be.  The two photography books I published previously focused on the art of photography: composition, light, cameras, etc.  When I told  my publisher that I wanted to write a book on marketing, their response was negative. They believed that no one would be interested in learning how to market fine art photographs.

Today everyone is a photographer and everyone want to sell their work
2007 is a long time ago.  However the publishers were obviously wrong.  Today ‘everyone’ is a photographer and many want to know how to make money from their photography.  For most the goal is to recoup the cost of their equipment, software and consumable.  However this is just the tip of the iceberg.  Many have a more powerful and personal reason: to learn how to make a living from their art.  For these photographers, making a living from their artwork is a dream they want to make come true.  This is why they buy my book.

This is great but there is a caveat to that situation.  The fine art market is a small market and when tens of thousands of photographers try to make a living in that market they create a bottleneck situation.  Quite simply there are too many photographers trying to make a living from too small of an audience.   In other words, while the number of photographers trying to sell their fine art photography has exploded, the audience interested in buying fine art photography has not grown any larger.  In fact, the audience has actually shrunk.  It has been significantly reduced by the economic recession we just went through and out of which we have not totally emerged yet. Quite simply: people don’t have as much disposable income as they used to.  Because it is disposable income that is used to buy fine art for the most part, the sale of fine art has decreased significantly.

The consequences brought by this economic situation are simple: only a very small number of photographers actually succeed in making a living selling their work.  For all the other photographers, sales are just too few and far in between to justify their efforts and their financial investment.  As a result, many photographers quit after a couple of months or a couple of years at the most.  In the process of trying to sell their work unsuccessfully, they usually waste a huge amount of time and money.

Back to my book
Going back to my book, this means that if you want to learn how to sell your fine art photography in today’s economy, you need to be realistic regarding how much my book can do for you.  You must know exactly what it can and cannot do for you.  What it can do is give you a  foundation on which to build your business.  This is because my  book contains solid marketing advice and can be used as a manual.

What it won’t do is teach you how to be successful selling your work in today’s economy.  This is because my book was written in 2006, before the recession started.  As I mentioned, many things have changed since 2006.  Today everyone is a photographer and many want to sell their work.  Today money is tigher because customers think more about what they buy. Before the recession people bought freely.  Today people are more careful about what they buy.  They also have less disposable income as I mentioned. Because artwork is usually purchased with disposable income, artwork purchases have declined.

These are very important changes that directly affect how successful you can be  selling your fine art photography today.  However, it is still possible to make a living, even a very good living, selling fine art photography today.  But, to do so one needs to use a new approach to marketing, one different from before, one that I call a post-recession approach.

Introducing The Fine Art Photography Marketing and Business Success Seminar
I describe this approach in my new Fine Art Photography Marketing and Business Success Seminar.  The goal of the Seminar is to go beyond my  marketing books.  None of the materials featured in the Seminar are featured in my books.

When considering the cost of the seminar what I often learn from photographers who contact me looking for help with their marketing is that ‘this is a lot of money for a starving artist.’  Fact is, you are only starving if you cannot eat.  This is the true meaning of the term.  If you can buy food, or can afford to purchase camera gear and travel to exotic locations for photography, what we are talking about in regards to ‘starving’ is a matter of resource allocation.

In other words you prefer to spend your money on cameras and on photographing exotic locations than on learning how to market your work with a professional who made millions selling fine art photographs for over 15 years.   As I always say, this is a free country do I don’t see a problem with this choice.  However, I do see a problem with expecting to be successful selling your work on the basis that you use  fancy cameras and photograph exotic locations. You need to do a lot more than that to sell your work!  Beautiful photographs simply don’t sell themselves.  You need to be actively involved and you need to use the latest marketing techniques to be successful.

You may say ‘that’s easy for you to say because you’re the one selling it but I’m the one buying your materials. At the end of the day you’re the one making money here.’  That’s true and I won’t argue with that.  However, what I will argue with is that what made me a successful photographer selling my work and living my dream of making a living from my photography, is that I did invest a huge amount of money in learning how to market my work.  In fact I  invested more money than you ever will! To this day I invested over 25 thousand dollars in consulting fees (I did the math),  paid to professional marketing experts who helped me get to where I am now.  What would have happened if I did not do that?  Simple: I wouldn’t be where I am.  When asked ‘what is the one thing that made you successful’, a question I get very frequently, my answer is always the same: what made me successful was learning how to market my work.

You may also ask: where did you find the money?” That’s an excellent question because as I was learning marketing I was actually a ‘starving’ artist.  But starving is an expression, not a fact.  As I pointed out earlier on, unless you have nothing to eat, you are not starving.  I had something to eat, and I had credit cards, so what we were talking about was resource allocation, not unavailability of funds.  What I did was quite simple:  I decided to spend my money, whatever amount I had, on paying people to teach me marketing rather than on buying new cameras, lenses, software, etc.  I also decided not to spend my money on  photography trips to exotic locations.

Instead of going to Namibia to photograph, for example, I stayed home and photographed locations that were nearby.  Instead of buying new cameras, I continued using the ones I had.  My cameras worked just fine and they made photographs that were just as pleasing to my customers.  The locations I photographed locally were just as beautiful as far away ones and sold just as well once I learned how to market them.  In other words, not having new  cameras, and not having access to exotic locations , was not the problem.  The problem was not having marketing knowledge.  Without that knowledge I couldn’t sell my work because photographs can’t sell themselves, no matter how good the cameras you used might be, and not matter how great the locations you photographed actually are.

Holding on to financial resources is not always wise
Another response I get is ” I am trying to hold on to all of my financial  resources at the moment  in order to pay for printing, new business cards, art cards etc. ”  To which I usually answer: ‘which may all be for nothing if you don’t know what you are doing!’

Fact is, it is common for beginners to waste their money on things they believe they need to sell their work such as business cards, art cards, etc.  Furthermore, they often order high quality prints, four-color offset or better, to make their materials more impressive.
But impressive materials don’t sell artwork.  They get you compliments but they don’t get you sales.

Fact is, the best marketing is inexpensive or simply free. If this sounds counter-intuitive that’s because it is.  In fact,  most aspects of successful marketing are counter intuitive.  This is why this marketing is so difficult to figure out.  As an example my most profitable marketing material, the one that brought me millions in sales, is a black and white xerox copy.  Even today, now that I can afford the finest marketing materials, I continue to use it because it works so well.  It’s not how it is printed that matters.  It’s what is printed on the page.  Knowing what to write is the million dollar secret!

Boosting your self confidence is not marketing your work
Most photographers’ idea of marketing comes from having low self-confidence when it comes to selling their work.  They do all sorts of costly things to boost their level of confidence in their work.   For the most part, these things are aimed at making their work appear legitimate.  As I just mentioned, they include costly-looking business cards, four color brochures and art-cards, expensive displays, sophisticated framing and print presentation.  By making their work look like a million bucks they expect people to fork over their hard earned money.  Unfortunately, this is not how marketing works.  In fact, this is not how any of this works.

The other problem is that these  marketing materials cost a lost of money, money that is no longer available for real marketing.  If done well these materials can certainly look impressive. However,  by themselves these things  do nothing to make fine art photographs  sellable.  Just because something is impressive does not make it sell. There are many impressive products out there, but it is not the fact they are impressive that makes them sell. It is the marketing used by the companies who own these products that makes them sell.  Ferraris are impressive and so are Rolex watches, Versace clothing, Dior beauty products, Vuitton bags and many more luxury products.  However, the reasons why these products sell goes way beyond their impressive presentation.The impressive presentation and marketing materials are only the tip of the iceberg.

What makes these products sell is the complex marketing strategies used by these companies.  These strategies are not visible to us.  They are hidden by the impressive presentation.  The presentation is where most people stop looking.   What lies behind the impressive presentation is where I start to look.  The presentation doesn’t really matter.  Anyone can do that if they have enough money.  The marketing machine that lies behind this presentation is all I care about because this is hard to do.  It is this machine what I teach.  It  how to construct it and make it run that I teach.  I do this because that is what will make you successful.

Learn what Real marketing is
There is a lot to marketing and as I said much of it is counter-intuitive.  The best approach is to start by learning the correct approach right away.  This is because it is much more difficult to correct mistakes than to do the right thing immediately.  In fact, in some instances it is impossible to correct mistakes.  The goal of the Fine Art Photography Marketing and Business Success Seminar is to prevent you from making mistakes.  Never forget that there are thousands of new photographers trying to sell their work every month.  There are your competitors. They come in  huge numbers and they are hungry.  Most of them read my books, but because I sell so many books, the books are no longer enough to make you or them successful.

This is why I created the Fine Art Photography Marketing and Business Success Seminar.  Because of its cost, this seminar is attended only by a small number of photographers.  Attending it therefore gives you a huge advantage.  Think of the Fine Art Photography Marketing and Business Success Seminar as being the access point to privileged knowledge that gives you the edge you need to compete successfully in the fine art market and outdo other photographers.

Don’t get it wrong: your competition is using my services and I make sure they are successful!  That’s bad news. However, I can do the same for you and make you just as successful. That’s the very good news!

The power of marketing comes from doing something that others are not doing.  The purpose of attending the Seminar is to give you this power by giving you access to knowledge that, first, is not widely disseminated and second is tailored specifically for you with the goal of giving you the power to master the market, take control of your own destiny and make your dream a reality.

Here are the link to  The Fine Art Photography Marketing and Business Success Seminar

Be good at marketing what you do, not just good at what you do!

Be good at marketing what you do,
not just good at creating photographs !

1 – Introduction
To make a living in photography, or in any business, you must be good at marketing and selling what you do, not just good at what you do.

When I started doing photography full time, hoping to make a living from it, all the other photographers were telling me that if I did great work sales would follow.  I heard that in school, I heard it from other professionals and I heard it fom competitors.  Problem is that wasn’t true and the people who were telling me that were not being successful selling their work. In fact, some were not even selling their work at all, they were just telling me what they thought I should do without having done it themselves!

To be successful selling my work I needed to change from being a creator of photographs to being a marketer and seller of photographs.

2 – Have an effective lead generation system
This means you have to find customers regularly.  This is achieved by having an effective lead generation system.

Just like a plant needs a source of food and water, a business needs a source of customers and buyers.  This is because customers are the lifeblood of a business.  The question is, where do you find customers?  The answer is simple: you find customers by having an effective and constant lead-generation system.  This system is to your business what food and water is to a plant, or to any living organism.  Without it you will not have a business for very long, if you have one at all!

3 – Don’t get confused by superficial ‘success’
Many photographers who claim being successsful selling their work do not actually make money. What they consider success is being accepted in a gallery (wihout any promise of sales), or receiving an award (without financial compensation),  or having their work included in a museum collection (through a donation, not a purchase) or something similar.    I recently read a photographer’s post on Facebook in which the person mentions having his work accepted for representation by a significant institution, then continues by explaining that he ‘just finished framing the door between the wine cellar and woodworking workshop.’  While both are interesting news, the second part indicates that money is not the reason why this person is selling his work.  Therefore, the marketing approach used by this person is not necessarily money-oriented.  In fact, in this specific instance, the goal is more about prestige than about income. Today I spend hardly any money marketing my work but I spent over 25k in consulting fees over the year to learn how to do it.   Spending my money paying experts to reveal their knowledge to me privately is what made me successful.

Something  I recommend  is your 1 on 1 consulting and your Advanced Marketing Mastery Workshop on DVD.  I have included the link below.  The reason being that the books won’t give you answers specific to your personal situation because they address a very large audience.  In order to figure out how to price your own work the best is to do consulting.

In regards to limited editions, I don’t cover that in my books.  I cover it only in the Fine art Photography Business and Marketing Success Seminar and in the Advanced Marketing Mastery Workshop on DVD.

Alain Briot

http://www.beautiful-landscape.com

About Alain Briot
I create fine art photographs, teach workshops and offer DVD tutorials on composition, image conversion, optimization, printing and marketing. I am the author of Mastering Landscape Photography, Mastering Photographic Composition, Creativity and Personal Style and Marketing Fine Art Photography. All 3 books are available as printed books on Amazon.com and as eBooks on my website at this link: http://beautiful-landscape.com/Ebooks-Books-1-2-3.html

You can find more information about my work, writings and tutorials as well as subscribe to my Free Monthly Newsletter on my website. To subscribe simply go to http://www.beautiful-landscape.com and click on the Subscribe link at the top of the page. You will receive 40 free essays in eBook format immediately after subscribing.

I welcome your comments on this essay as well as on my other essays. You can reach me directly by emailing me at alain@beautiful-landscape.com.

Alain Briot
Arizona

Fourteen Commandments for Fine Art Photography Marketing

The more informative your advertising, the more persuasive it will be.
David Ogilvy

Introduction
Marketing is a challenge for most photographers. This is because it has very little to do with creating art. Many artists abhor marketing their work. Most have never studied marketing. I know. I was one of those artists. When I started selling my work I believed that marketing was putting a price tag on my work. No, cross that, because at first I did not even use price tags! Just deciding what price to charge for my work was was I considered to be marketing.

My early attempts at selling my work were rather disappointing to say the least. The lack of sales forced me to change my mind. I realized I had to study marketing or die trying to make a living as an artist. I did, 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.

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

About this essay
The goal of this essay is not to repeat what I say in my book. The book is over 300 pages long and has 23 chapters so doing so would not be doable in a web essay anyways. Instead, the goal of this essay is to introduce you to some of the fundamental concepts of marketing. I selected 14 that I consider to be the most important. There are more, but those are a good start. The goal is also to get you interested in reading my book. The money you will spend buying it will be a minor expense compared to how much more money you will make if you do what I say in the book. Does this sound like a sales pitch?  You bet it does!  I am asking for the sale and if you wonder why you need to go directly to paragraph number 7.

About the 14 commandments below
Each of the 14 paragraphs below consist of a title followed by a short statement, usually one or two sentences long. The reason for these brief statements is to keep this essay interesting and to the point. If the information I am presenting here is not for you, then reading these will not have taken much of your time. 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 you need to purchase and read my book. Each of these points, and much more, are addressed in detail in my book, together with examples, photographs and more.

1 – Sell quality, not quantity
Art is a luxury, not a commodity. Luxury items are sold on the basis of quality, not on the basis of quantity.

2 – Don’t sell on the basis of price, sell on the basis of uniqueness
To achieve this you will need to work hard at developing a personal style that is unique to you.

3 – Don’t be faceless: show yourself
At shows, be present in your booth. 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.

4 – Increase your prices regularly
Everything increases in price and therefore so do your expenses. If you don’t increase your prices you eventually reduce your income.

5 – Don’t be passive:  take charge of your business
Enforce your policies and don’t try to be all things to all people.

6 – Think like a business owner
Think like a business owner, not like an employee. Business owners are responsible risk takers.

7 – Ask for the Sale
Don’t let potential customers walk away without trying to close the sale. The least often asked question in sales is ‘do you want to purchase this product or service?’ Make it your most often asked question!

8 – Know your audience
You are not selling to a faceless crowd, you are selling to people who like you and your work. Learn who they are and know why they like what you do.

9 – Sell emotion
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. Beauty, emotional impact, meaningfulness and other emotional reasons do.

10 – Never stop marketing
Market when business is great and market when business is poor!

11 – Believe in Yourself
Believe that you can. Whether you believe you can do it, or whether you believe you cannot do it, you are correct!

12 – Show what you want to sell
You sell what you show. Therefore show what you want to sell. You can’t show all the photographs you have taken, so you will need to make a selection!

13 – Offer packages
Packages always outsell a la carte. This means that a package price for 3 or more photographs, for example, will sell better than 3 single photographs. You can offer packages of photographs in any quantity from 2 to 10 or more.

14 – Attend my Marketing and Business success seminar
You can’t re-invent the wheel.  Well, let me restate that: you can try to reinvent the wheel, but what’s the point?  It has already been invented and it is best to use the one that’s already there.  Can you improve on it?  Sure, but you must have one first!

The ‘wheel’ in this instance are the techniques used to sell fine art photography successfully.  These are techniques I use (I am successful in case you don’t know me).  Not the techniques unsuccessful photographers use.

There a lot more unsuccessful fine art photographers than successful fine art photographers.  A lot more!

How do you know who is successful and who isn’t?  Look at prices and regularity of sales.  I sell fine art photographs at high prices and I do so on a constant basis, meaning I have regular, high-priced sales.

Why is that the key to success?  Because in fine art you make more money by charging more for your artwork.  You don’t make more money by charging low prices and making up the loss on volume.  That’s what unsuccessful photographers believe and try to do.  It does not work because there is no volume.

Selling art is a low volume business!  What happens if you lower your prices is you make less money, that’s all.  And because prices define how good you are (meaning people decide how good you are based on your prices), you lose most of the interested buyers.  They want quality and you don’t have it in their eyes.  Even though your work may be great, your prices say that it is not good.

So how do you ask high prices, get people to pay them, and get people tobuy from you regularly?  Not easy heh?  You may have tried so you know how hard it is.  The answer fits in 3 words: attend my seminar.  I’ll teach you how.  Here is the link to the description and registration information:

http://www.beautiful-landscape.com/Workshop-Marketing.html

I even have a special offer to entice you to attend. Just keep in mind that by attending you are doing yourself a favor by giving yourself the keys to success. Of course I appreciate your business, but I will continue to do great whether you attend or not.  What matters is your well-being, not mine.  Do yourself a favor, make yourself a gift, and join me in learning how to outdo all the unsuccessful photographers out there.

15 – Buy my book

If you can’t make it to the seminar buy my book Marketing Fine Art Photography  because it expands on the concepts presented here. It is totally outdated compared to the seminar, and it won’t give you the techniques that work today, but it is a best seller and it will teach you the basics of success in selling art.  To be truly competitive in today’s economic environment you will need to attend the Seminar, but if you can’t attend for whatever reason this is a start:

Marketing Fine Art Photography by Alain Briot
eBook link
Physical book link

About Alain Briot
I create fine art photographs, teach workshops and offer DVD tutorials on composition, image conversion, optimization, printing and marketing. I am the author of Mastering Landscape Photography, Mastering Photographic Composition, Creativity and Personal Style and Marketing Fine Art Photography. All 3 books are available as printed books on Amazon.com and as eBooks on my website at this link: http://beautiful-landscape.com/Ebooks-Books-1-2-3.html

You can find more information about my work, writings and tutorials as well as subscribe to my Free Monthly Newsletter on my website. To subscribe simply go to http://www.beautiful-landscape.com and click on the Subscribe link at the top of the page. You will receive 40 free essays in eBook format immediately after subscribing.

I welcome your comments on this essay as well as on my other essays. You can reach me directly by emailing me at alain@beautiful-landscape.com.

Alain Briot
http://www.beautiful-landscape.com
Get 40 Free eBooks when you sign up for my newsletter on my site

Selling your work like a pro – becoming part of the 20%

Selling your work like a pro: becoming part of the 20%

1 – Introduction
I am often asked for recommendations by students who want to sell their work and generate income from the sale of their photographs.  Usually these questions come from photographers who have tried to sell their work and have been unsuccessful and are wondering what to do next.

2 – Recommendations
My first recommendations is to revise your price list.  Most photographers get it all wrong, to put it bluntly, when it comes to pricing their work.  My second recommendation is to learn salesmanship.  There are 2 types of sales: the first one generates a few % of my income, the second one generates 95% to 99 % of my income.  Most photographers only make the first type of sales which means they miss out, or lose if you prefer, 95 to 99% of their potential income.

My third recommendation is to work on your marketing plan.  Many photographers start selling in restaurants, bars or other public places in addition to their website. Those are the starting points of most artists.  Unfortunately they are not enough to generate regular or significant sales.

To achieve regular significant sales you need to have a professional marketing plan tailored for your work, a plan designed to meet your financial goals and fit in your schedule.  This is something that has to be worked out in order to become successful.  Without a marketing plan you are left hoping for the best which is how most artists do it.  This does not work and this is why most artists make very little, if any, money from the sale of their work.

3 – Becoming part of the 20%
The goal is to become part of the 20%.  In any business, be it photography or any other product or service, 20% of the businesses take home 80% of the income.  The other 80% share the 20% of the income that is left.  In other words they get the crumbs while the top 20% share the pie, so to speak.

To make real money you need to be part of these 20%.  This is true whether you want to do this part-time or full-time, and whether you want to do this now or later.

You need to learn, study and practice marketing to become part of these 20%.  If you try to reinvent the wheel (meaning try to learn how to market your work on your own), it is virtually impossible to join the 20% because you have no idea what successful businesses are doing marketing-wise. They play close to the chest and what you see from the outside is not representative of what takes place behind the scene.  In fact what you see is often misleading because while you may see their marketing materials, you have no idea  what their marketing plan is.

The purpose of studying marketing and salesmanship is to give you this knowledge, bridge the gap between you and the 20 percenters and let you see what is really going on behind the doors so to speak.  The goal is to learn what the 20% are doing that you are not privy to so that you can become one of them.

4 – The 2016 Alain Briot Marketing Seminar
I will be teaching a Fine Art Photography Marketing Seminar in Spring 2016. This will be a 2 day event and it will take place in Peoria, Arizona.  Peoria is 30 minutes north of the Phoenix airport.

I will be teaching marketing techniques not featured in my Marketing Books. These are techniques I started using after I wrote the book (the book was written in 2009 a long time ago by current marketing standards).

This event is by invitation and places will be limited. I did not teach a marketing seminar for several years so I expect this one to fill out immediately.

If you are interested send me an email at: alain@beautiful-landscape.com with Marketing Seminar in the subject line. A discounted special offer will be available for the first registration.

I will email you detailed information about this Seminar upon receipt of your email.  This information will have a list of all the subjects I will cover during the Seminar.

Alain Briot
http://www.beautiful-landscape.com
alain@beautiful-landscape.com
928-252-2466

2016 Advanced Marketing Seminar Announcement

2016 Advanced Marketing Seminar Announcement

I will be teaching an Advanced Fine Art Photography Marketing Seminar in Spring 2016. This will be a 2 day event and it will take place in Phoenix, Arizona.

I will be teaching marketing techniques not featured in my Marketing Books. These are techniques I started using after I wrote the book (the book was written in 2009 a long time ago by current marketing standards).

This event is by invitation and places will be limited. I did not teach a marketing seminar for several years so I expect this one to fill out immediately.

If you are interested send me an email at: alain@beautiful-landscape.com with Marketing Seminar in the subject line. A discounted special offer will be available for the first registration.

I will email you detailed information about this Seminar upon receipt of your email.  This information will have a list of all the subjects I will cover during the Seminar.

The Advanced Marketing Mastery Workshop on DVD

1 – Introduction
To learn fine printing and processing you most likely took a class on fine art printing and processing.  Fine art marketing is not different.  Learning fine art marketing requires taking a class on fine art marketing.  Why? Because if you don’t you will need to learn all of this on your own.  Time is precious because we cannot make more of it. Therefore, we are better off marketing our work using proven techniques that others have already figured out instead of trying to figure out what works on our own. Trial and error is wasteful of time and money and is best avoided.

The Advanced Marketing Mastery Workshop on DVD is packed chock-full with the information, the knowledge and the hands-on experience you need to sell your work. If you are just starting, this is the course you need to get all the information before you make costly and time-consuming mistakes. If you are already selling your work, and want to either increase your income, or fix problems that surfaced since you started, this is the perfect opportunity to learn how someone who has been making an income from the sale of his work for over 10 years is doing it, and doing it successfully.

You can see and download the table of contents for the Advanced Marketing Mastery Workshop on DVD at this link.

Below are questions we are answering on the new Advanced Marketing Workshop on DVD as well as lists of topics we are covering on the DVD. As you read these lists ask yourself if you know the answer to these questions or if you know everything that I am presenting below. If you don’t, then keep in mind that your competitors — the good ones that is, the ones that are doing well– have this knowledge.

2 – Why study marketing?
If you do not have marketing knowledge equal to that of your competitors, and preferably greater than theirs, then you will not be successful when competing with them. This is because they know things that you ignore and these things are what makes the difference between selling and not selling your work.

In other words, you will not be putting the best chances on your side. You will be starting with a handicap, or with one hand tied behind your back, depending on how you prefer to put it.  When thinking about this keep in mind that in business not being successful means losing money.

The solution to this problem is to raise your knowledge of marketing and salesmanship to the level of your competitors and preferably higher than theirs so you go from being at a disadvantage to being at an advantage and in a position of strength. How do you do this? Simply by attending this seminar. Yes, there is a cost for attending and in that sense it may be easier, or less costly, to not attend. But think about it this way: the cost is $975. How fast can you make an extra $975 (actually less if you already have the Marketing CD because we give you a discount) if you sell your work efficiently? The answer is, it may take just one sale. It may take several, but I am confident that by using the knowledge presented in this seminar you will not only recoup your investment but make a much better income than if you did not attend, provided you implement the solutions that I offer during the seminar.

On the other hand, if you do not attend, how much money will you be losing that you could have otherwise earned? The answer is that you will never know. However, I do know. And what I know is that if I did not have the knowledge I present in this seminar –knowledge that I use when selling my work– I would not even be close to being as successful as I am. In my view, and I have a long experience in this regards, this knowledge is essential to being successful selling your work.

One more thing. I had to hire private marketing consultants at a much higher rate than what I am charging in this seminar to learn what I am going to teach you. I also had to spent years, literally, to learn the knowledge I am going to give you in 2 days. In my view, time is my most precious commodity. It is the one commodity that I cannot make more of. I can buy just about everything but I cannot buy myself more time. Granted, the Beatles told me that I Can’t buy me Love and I believe them but that is sort of besides the point. The point is that you cannot buy yourself more time. All you have and all you’ll ever get is 24 hr in a day. You may be the richest or the poorest person on the face of the planet and you still both have exactly 24 hr in a day. The difference between these two persons is not how much time they have. The difference is how they use their time. Personally, if someone told me that I can get the essential knowledge I need to sell my work in 2 days for $975 I would say “where do I sign up?” I would say that because to me this is a huge saving in time. It is also a huge saving in money compared to what I had to spend to acquire this knowledge. I literally spent tens of thousands of dollars paying others to teach me their marketing knowledge, far more than the fee for this Mastery Workshop on DVD.

3 – Think of the Advanced Marketing Mastery Workshop on DVD as: 

A – The solution to your  business problems

B – The way to reach the next step in your photography business

C – The entrance door to new business opportunities

4 – What’s next?
If you are not sure yet if this Mastery Workshop on DVD is for you, read  the questions below and answer them by yes or no :

– Do you sell your work on the basis of  location or on the basis of your name ?

– Do you find that your prices are too low but are afraid of what will happen if you raise them?

– Do want to go further with your work?

– Are you ready for new and  ambitious projects but don’t know what these projects should be ?

– Are you tired of trying to reach the next step by purchasing new equipment?

– Are you ready to develop a personal style but don’t know how to go about it?

– Are you ready to show your work in galleries or museums but don’t know how to go about it?

– Are you ready to create a portfolio of your work but are not sure where to start?

– Do you wonder if your technique is good enough?

– Do you ask yourself if you have a personal style that is easily recognizable ?

–  You have not set specific objectives & goals.

– You have not set specific deadlines for reaching these goals.

– Have you tried to sell your work but were not as successful as you expected?

– Are you unclear about the nuances of  fine art photography sales?

– Are you in the dark about the particulars of the art marketplace?

–  Are you stumped by the remarks and objections that your customers make ?

– Are you unsure how to sell art in the context of today’s economic constraints?

– You are not sure what the 6 myths of fine art marketing are.

– Do you have questions that you can’t get accurate answers to?

– Did you run into ‘problems’ that you need help finding solutions to?

Count the number of yes and no answers.  Yes answers mean that you need to study marketing.   The more yes answers you gave, the more you need to study marketing in order to make money selling your work.

5 – Sell the dream! 
Selling your photographs is a dream. Making money with your photography is a dream.  Maybe you tried and things did not work out as well as you expected.  Maybe you have not tried yet because you are hesitating, unsure of how you should approach selling your work.  Either way, this Mastery Workshop on DVD is designed to make your dream a reality.

The goal is to help you reach the next step with your work  and further your passion for photography.

This is not  an essay or a book.  This is a comprehensive, in-depth training course.

Don’t hesitate to contact us if you have  questions that I am not addressing here:  alain@beautiful-landscape.com. Your photography is important to us and Natalie and I can help you avoid the major mistakes most photographers make when they decide to sell their work.  I personally made all these mistakes myself and I wasted a lot of my time and money in the process. By studying with us you will learn today what took me 23 years to learn and you will save yourself a lot of money and headaches (or heart-aches!) in the process.

The Advanced Marketing Mastery Workshop on DVD contains a lifetime of knowledge given to you in a comprehensive and  easy to study manner. This will be the best money you ever spent. Years from now you’ll look back and think: “I’m glad I didn’t pass up on this. I wouldn’t be where I am now if I had not purchased this tutorial!”

You don’t have to go to “the school of hard knocks” the way I did. Instead you can use my knowledge to save yourself time, money and aggravation!

You can see a detailed description of the  Advanced Marketing Mastery Workshop on DVD at this link.

6 – About Alain Briot
I create fine art photographs, teach workshops and offer DVD tutorials on composition, image conversion, optimization, printing and marketing. I am the author of Mastering Landscape Photography, Mastering Photographic Composition, Creativity and Personal Style and Marketing Fine Art Photography. All 3 books are available as printed books on Amazon.com and as eBooks on my website at this link: http://beautiful-landscape.com/Ebooks-Books-1-2-3.html

You can find more information about my work, writings and tutorials as well as subscribe to my Free Monthly Newsletter on my website. To subscribe simply go to http://www.beautiful-landscape.com and click on the Subscribe link at the top of the page. You will receive 40 free essays in eBook format immediately after subscribing.

I welcome your comments on this essay as well as on my other essays. You can reach me directly by emailing me at alain@beautiful-landscape.com.

Alain Briot
Arizona
2014

You can see and download the table of contents for the Advanced Marketing Mastery Workshop on DVD at this link.

I won several awards. How come I’m not making more sales?

Question: I won several awards for the quality of my work.  However, I have not been able to leverage these into sales. What am I doing wrong?

Answer:
Well, awards and sales are not directly related. Awards make you famous, marketing makes you wealthy. The question is which one are you interested in. Fame or fortune? And no, you can’t have both, at least not at the same time. When students ask me ‘how do I become rich and famous?‘ my standard answer is ‘try getting rich first and see if that does it.‘ In other words, fame isn’t necessary. The problem with artists and photographers is that most believe that fame will lead to sales and fortune. So they do all they can think of to get recognized: awards, connections, kudos, impressive work, constant push for a higher print and image quality and so on. Nothing wrong with that, except that if the goal is to make money, that’s not how you do it. Here’s how it works:

If you improve the quality of your work you will –Drum Roll– make better work.

If you improve the quality of your marketing you will — Drum Roll– make better sales.

Now of course one can say: but getting awards is marketing! Unfortunately, it’s not. Gettting awards is working towards becoming famous, not working towards getting wealthier and making sales. Awards are not marketing.

To be continued with your questions.  Just ask in the comments section below

Learn how to be successful!  
I am pleased to announce that the new Advanced Marketing Mastery Workshop on DVD is now available. This new tutorial was over 1 year in the making and contains 100% new knowledge and techniques that are not featured in my Marketing book or my other marketing tutorials.

Alain Briot

 

Marketing0DVD-Set
The new Advanced Marketing Mastery Workshop on DVD


Is the new Advanced Marketing DVD relevant outside of the USA?

Is the new Advanced Marketing DVD relevant outside of the USA?

1 – Introduction
I have a lot of students who live outside of the USA or overseas.  Understandably if you are in this situation you want to know if the contents of the new Advanced Marketing Mastery Workshop on DVD will be usable in your country.   You may also have spent a lot of money previously on marketing materials that have not worked as well as you expected them.  Again, you want to know if the Advanced Marketing Mastery DVD will be worth spending your hard earned money on.  These are important questions, and the answers are below:

2 – Can I use the information on the Advanced Marketing DVD to sell fine art photographs outside of the United States?
Yes, the new Advanced Marketing Mastery Workshop on DVD is totally relevant to selling fine art photographs in countries other than the United States.  In fact, I have students from all over the world using my Fine Art Marketing DVD, not just in the US, and they are doing very well with the information featured in it.

My marketing approach is based on my knowledge of why people buy fine art photographs.  I explain this in detail in the Advanced Marketing DVD.  I have sold photographs successfully since 1997, not just in the US but all over the world, because I sold at the Grand Canyon where over half of the visitors are international tourists, and because I sell on my website where again over half of my customers are international collectors. This gave me the required experience to teach you how to sell your fine art photographs successfully regardless where you live in the world.

3 – I purchased too many Marketing Systems that did not work for me and I am careful now.  Why will yours work while others did not?
There are a lot of marketing tutorials available on the Internet and elsewhere.  However, to my knowledge,none of them teaches you how to sell fine art photographs.  Many teach you how to sell portraits, weddings, pets, children, babies, studio and other type of commercial photographs, but none focus on fine art photographs the way I do in my Fine Art Photography Marketing DVDs

Selling fine art photographs requires a very specific approach.  People do not purchase fine art photographs for home and office decor for the same reason they purchase photographs of their loved ones such as portraits, wedding, children, etc.  I explain what the differences are in the Advanced Marketing DVD.

For example, how many of these marketing ‘experts’ teach you how to create limited editions? Not just put a number on a photo, but structuring an edition according to a specific marketing system, in several categories, and with a sliding price structure?  To my knowledge I am the only one to teach this extremely important aspect of fine art photography.

How many teach you how to measure your level of leverage and how to use this  leverage? Or, even simpler than that, how many teach you what leverage is in fine art photography?  Knowing how to structure an edition according to your level of leverage is one of the most effective ways of increasing your income.

Also, how many teach you how to create a website where you will sell your photographs successfully, together with do’s and don’t, what you need to have and what you should never use?

And, what about teaching you how to handle stalls and objections from customers?  Customers have more objections than ever before since the recession started.  If you don’t know how to answer them, you will miss a huge number of sales!

What about teaching you how to do a pre-close, how to do a close, how to qualify customers?  All this is brushed aside most of the time, if not totally ignored by the ‘gurus’ out there and when it is addressed it is not done in the context of selling fine art photographs.  I teach you how to do all this in the Advanced Marketing Mastery DVD.

People have different objections when purchasing fine art photographs than when purchasing portrait and wedding photographs! In the new Advanced Marketing DVD I give you the exact objections customers have, together with the exact answers to give them, all this based on my 16 years of experience selling fine art photographs. There is hardly any situation I have not encountered and answered successfully, and on the Advanced Marketing DVD I give you all the answers so you can be successful too.

The price of the new Advanced Marketing Fine Art Photography Mastery Workshop on DVD will go up after the pre-order period is over. Shipping is free. We ship via USPS and declare a low value so you don’t have to pay import tax.

Order now
Do you want to place your order now?  Here is the link:

http://www.beautiful-landscape.com/Articles-DVD-Marketing-Advanced-SPO.html

Best regards,

Alain Briot