Rocky Nook Press Press sent me a review copy of Alain Briot’s new book, Marketing Fine Art Photography, and I was delighted for two reasons. First, Rocky Nook’s volumes are beautifully bound and printed on acid-free paper and are a delight to hold and work from because they stay flat and open as you read or work from them. The second reason is that Alain Briot is a learned and articulate photographer and writer who shares his expertise in a relaxed and candid manner as though his reader is a fast friend with whom he is willing to share his most cherished knowledge. The book itself will stay bright and crisp on my bookshelf for years, and the information gives me a good look at Briot’s thinking, experience, and expertise.
Throughout the book Briot shows his own work on various pages and certainly establishes himself as a prolific and gifted photographer as well as a successful salesman. Any regular visitor to Luminous Landscape.com will be familiar with Alain Briot’s photographs and writings where he has produced a copious amount of material regarding aesthetics and design. His other volumes from Rocky Nook include Mastering Photographic Composition, Creativity, and Personal Style, and Mastering Landscape Photography.
Briot begins this book with the premise that it takes marketing to sell even the finest photograph. He feels that, “A poor photograph well-marketed will outsell a great photograph poorly marketed.”
He begins, “most photographers who sell their work spend far too much time and money on equipment and far too little on marketing.” Briot begins by explaining what marketing is in the Fine Arts world, the goal of marketing, and why marketing is indispensible. He asks the photographers to define themselves and feels that photography must be a full time career in order for the photographer to succeed.
In order to sell fine art photography it is necessary to define what is Fine Art photography. What makes it art and not just a photograph? It is the skill (technique) and insight (creative vision) that makes the difference in photographs and photographers. It is the ability of the photographer to find and incorporate a metaphor in the image that can be seen, felt, or understood by the viewer so that a linkage between the photograph and the viewer (purchaser) can be established.
For the beginning Fine Arts photographer, Briot discusses the problems of wholesale, consignment, or retail sales, and the decision of whether to go for quantity or quality of work. Where to find a marketplace? Where Fine Art Prints can be sold and the potential profit margins of each are discussed. In Part Three, Briot approaches the fundamentals and principles of successful marketing and introduces us to the seven fundamentals of successful businesses, and emphasizes how to sell your work at Art Shows and emphasizes how credit card and PayPal sales reach the customer and actually make impulse sales (on the part of the customer) so much easier.
Visual examples of show booth setups and displays greatly enhance Briot’s marketing advice and make it evident that he practices what he advocates. His advice to avoid the “fly trap” booth is telling and convincing as he describes the psychology of the potential client. Placement of spare inventory, desk for receipts, and the way to greet every visitor are all bits of extremely helpful information that bears careful rereading. The ability to pack and ship photographs?and the willingness to do so?are also strong selling points as so many potential clients are on vacation and are not prepared to carry the photograph (framed or rolled) away with them. Having a sheet with fixed shipping costs assure the client that you are not “winging it” on shipping and handling. All of these elements contribute to the professional appearance of the booth and the photographer.
After all the discussion about how to produce work, how to display and present it, and how to package and ship it, Briot takes 38 pages to discuss the combination of skills that it takes to make a Fine Arts photographer. Technical, artistic, marketing, and personal skills are discussed and expounded upon in such a manner that any reader should be able to follow the structure with which Briot established himself to rise from a non-native speaker newly come to the United States into a successful businessman and photographer.
As a teacher and Fine Arts photographer myself, I find that Briot has articulated and demonstrated so many of the facts that face the Fine Arts photographer that I truly wish that I could have read his book fifty years ago when I first moved into the teaching and Fine Arts fields and choose teaching rather than attempting to be a full-time Fine Arts Photographer. So much of my own experiences mirror or verify his own that I cannot help but recommend, strongly recommend, this book to any photographer who contemplates attempting to make a living in the Fine Arts photography field.
I hope you’ll pick up a copy of Alian Briot’s Marketing Fine Art Photography, Rocky Nook Press, ISBN-13: 978-1-933952-55-0. US $44.95 CAN $51.95, and if you have not looked at his other two excellent volumes, I recommend them as well. You might as well have the entire experience.