How to Sell Photo Art

Art is the legacy of all cultures, and long after civilizations have faded away, their art remains powerful and relevant. Photography is a relatively new medium in the age-old practice of artistry. As long as humanity continues, there will always be a call for art. The problem for every artist is how to answer that call. These days, there are more artists and that means more pieces to choose from for the average buyer. To stand out from the crowd, an artist needs an action plan. Here are some steps to help you sell your work, and not lose your identity in the fray.

Instructions

1. Define an identity. Every successful artist has a point of view that differentiates himself from all others. Photographers like David LaChapelle, Ansel Adams, Henri Cartier-Bresson and Steven Meisel can all be distinguished from each other because of their interpretation on their subjects. The average consumer pays for a photograph that shows a extraordinary angle on an ordinary subject. Your art should not only do that, but also be synonymous with you as a brand. Find which style of photography works well for you, and perfect it. If it's black and white, color, portraits or nature, concentrate in that niche and create a collection of cohesive art that buyers can automatically associate with your brand.

2. Create a website. It's increasingly important to have a presence on the Internet. Many clients prefer to look at a collection online, from the comfort of their homes, before making a decision. With a little time, it's easy to create a website from scratch to display your art portfolio. When creating a website, include a welcome page, your art, your biography and your contact information. The contact information is crucial, and often overlooked, but if people cannot find a way to reach you, they will lose interest and move on to another artist.

3. Become a member of an online art community. There are many reputable and popular sites that photographers use to display their art. Sites like Deviant Art and Flickr are popular among photographers. The key advantage to displaying art through these communities is exposure. Your website may have a limited amount of traffic, but these sites have millions of unique hits daily. A tip for Flickr is to tag your art with simple keywords, thereby accruing more traffic to your images. Also, choose the option that allows your art to be used commercially. Although this may seem counterintuitive, it's actually a smart marketing ploy. When a user chooses your image to display next to her article, her readers will also see your art, and so you're exposing your work to more people. Not all of your images need to be commercially usable; you can keep your best work for purchase.

4. Shop around. Before deciding on how much your photo art is worth, look at the prices of similar artists. If you're charging $500 when similar artists are charging $150 for comparable work, reconsider your prices. The buyer will most likely choose the lower-priced artwork, if everything else is the same. Another tip is to charge about 10 percent less than other artists. This practice can change as you become more experienced in your marketing, and have sold a respectable amount of art.

5. Visit art galleries and get to know the curators. As an artist, it's important that you are educated in your field. Study the trends. It's your job to understand what most interests collectors. You don't have to change who you are as an artist, but you can increase your relevancy. If the trend is for a more stripped-down look, find a way to incorporate that into your art. It's also a good idea to get to know the curators or owners of the art galleries that you visit. Let them know that you're a photographer, and would love to show your work there. If you're not so bold, send an email instead. Always include a link to your website.

6. Carry your portfolio and business cards with you wherever you go. You never know when opportunity can strike, but it's best to be prepared. Keep your portfolio edited to 10 to 20 pieces of your best work. Your portfolio should only be a teaser, not a comprehensive collection of every photograph you've ever taken. Make sure your photos are printed with the best ink and paper. Keep your portfolio living, adding and taking away images to keep it fresh.

7. Consider joining a collective art gallery. If you can't find a curator who is interested in hosting your art, chances are you can find a collective art gallery that is. A collective art gallery is a group of artists who display their art in the same gallery. The benefit is that you're networking with other artists, who may have a different interpretation of art than you, which will bring in a wider client base. Search for your local collective art gallery to find out more information.

8. Sell your work to stock companies like iStockPhoto, Getty Images, Dreamstime, Stockxpert and Fotolia. These companies generally charge a handling fee, and leave you with a commission that ranges from 20 to 80 percent. The stock photo market is extremely crowded, so don't depend on any of these companies to provide you with a full-time income.

Tips & Warnings

• Be prepared for rejection. Every artist encounters a critic, don't let that get you down. Trust in the integrity of your art. It's no longer cute to be a starving artist. There's ways to make money on the web if you're willing to market effectively.