Wondering If Your Photographs Will Sell? How to find a ready-made audience.

Hi Friends,

Welcome to the first-ever edition of ‘Fine Art Photo Insider’! Thanks for joining me.

Ever sat back and wondered, "Will someone out there actually want to buy my photos?" You're not alone.

This week, let’s dive into how you can set yourself up to not just capture stunning shots but also ensure they find a home.

Print Sales: More Than Just Luck?

Why are there amazing photographers with huge followings who can’t sell prints of their work? Why are some lesser-known photographers, with seemingly average skills, able to make sales?

Do print buyers not know good photography?

Or...is it just luck?

For me, I think luck played some role. But my journey to making that first sale was much more calculated.

The Strategy: Tap into a Ready Audience

First, let me say, that selling your work becomes an uphill battle if you're producing what you think will sell rather than what you’re passionate about.

You have to start with a subject you are keen on exploring. You need that excitement. You need the dopamine hit that comes from it.

Without it, you won’t have enough to sustain you to put in the time and energy to produce something memorable.

When deciding to produce my first photo project I had lots of ideas. I explored several but most of my time and energy went into one idea: a series I eventually named ‘Modern’.

It was a love letter (sort of) to Mid-Century Modern architecture and landmarks. I was interested in what modernist architecture said about us at the time.

But I definitely wasn’t the only one interested in the MCM movement.

Images from 'Modern'

The Mid-Century Modern style has a huge following, especially among art and design enthusiasts. Some Interior designers even use a variation of this style in their work. So I saw a potential overlap between those who admire this architectural style and those who usually buy art for their home or office.

There was no guarantee they would like my work. But if they did, the odds were already on my side.

I took a high-key, minimalist approach to the images which I thought was in line with the design aesthetic and overall mood of the era. Minimalism also suited the home decor of many people who like MCM or at least the more contemporary take on it.

Image from 'Modern'

Again, no guarantees they would like my images but if they did, the chance of buying my prints to hang on their wall was even higher.

What about the Competition?

There were other photographers who created similar projects. But at the time, I didn’t see any who had a style similar to mine. Plus I couldn’t find any art photography that explored Modernist architecture in my hometown of Vancouver.

Often there’s little or no competition from similar work in your local area. (Keep that in mind if you think your subject has been already covered too much—your hometown can be the best place to start!)

The Result?

After a slow start with a brand-new Instagram account, my work started to find an audience…and a market.

I’ve even had local interior designers who partnered with me to resell my work to their clients.

But what about the photos you already have?

A new series or body of work is a big endeavor. You should have the confidence it’s going to sell before even picking up your camera. But if you have some great images you created without really thinking about a potential buyer, it isn’t a dead-end.

It works better if you do your research from the start. But you can also reverse engineer everything and organize your existing work into collections to target a specific audience. I'm working with some photographers now to help them through this process.

Understanding the potential buyer and reception for your current work can also guide your marketing strategies and decisions as you move forward.

Image from 'Modern'

Some tips to find an audience

You don't have to cater to interior designers or people interested in art and home decor in the same way I did. I’ve since created another successful project that targeted an entirely different audience. (I’ll break that one down in another post).

But keep in mind, most people buy art because they are inspired by the work itself and/or they want something what will look good on their wall.

How will you know if your take on a certain subject matter has sales potential?

Try to find out how large your potential collector base is. Look at online marketplaces or curated galleries. Check out their best sellers.

Look in your local brick and mortar galleries. Check out any other sources you can think of. If your dream subject is not there, ask why.

• Maybe there’s no sales potential

• Maybe the subject or concept is difficult to photograph (e.g. It involves using a drone where it’s prohibited)

• Maybe you’ll be the first to do it—which means it could have potential.

If you can’t find any evidence that your idea for a photo project or your subject has sales potential, that doesn’t mean you have to give up. Dig deeper.

Sometimes you just need to tweak your idea or concept to match the opportunity in the market.

Until next time,

Scott

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Fine Art Photo Insider

Insights and insider tips to elevate your photography projects and art sales.