You will receive many rewards as a professional photographer and some of those rewards will be emotional. Emotion has to be the most incredible thing to receive and celebrate. Others are more financially driven which is still as important, but this is perhaps not always the reason that you became a photographer. Most people fall into photography because they have a love for it; capturing moments and beautiful things is what photographers have a desire for, and not so much the business aspects. Being in business is not easy; marketing and selling are two of the hardest aspects of running a photographic business. Over the years I have guided many photographers and all want to achieve, all want to earn a decent living and all crave to see their images as piece of wall art.

If you crave seeing your images as wall art too, make sure this becomes your mantra this year. Don’t stride too far into the New Year without making sure you achieve this goal and business expectation. The first step is to select a range of frames that inspire you and will inspire your clients to purchase. Your framing range should be modern, contemporary yet timeless; as most of the tribes you serve will live in modern, contemporary or timelessly styled homes. See yourself as a photographic designer; your role is to design images that will sit in frames on the walls of your client’s homes. Choosing the right frame range is essential for your success; you need to select a range that compliments your style of photography, your style of client and your business expectations. Many of you will have recently visited the SWPP convention or be planning to attend The Photography Show with the intention of finding the right framing supplier for you and your clients. If this was your goal or this is a future goal make sure you select a range that reflects you, your beliefs, style and standards, as you have to be able to sell both confidently and passionately.

Also give time to selecting the right images for your sales samples, as these will earn you a living and generate your income; they will be the best investment you will make on behalf of the business. The images that go into the frames are as important as the frame range they sit within. You need to select images that represent the style of your photography. You also need to select a range of images that are slightly generic, and will appeal to a broad range of client types. In my experience you need to keep it simple. You do not need a vast range; you need the right range. I recently attended the Spring Fair trade event, with the intention of leaving with new and fresh ideas and I have to say I was not disappointed; I left with a pad full of ideas

My motive in attending was to ensure I was alert to future trends and client buying habits, because all we do as photographers is shoot with the final destination in mind. The final destination for us is the walls of our client’s homes and we have to remember that when we shoot. We have to design our photography shoots with the style of our client’s homes high on the agenda. Our albums will sit on their coffee tables, within their book cases and the frames we retail will be on their walls. With this in mind, when selecting products to retail, everything should dovetail comfortably with the design of our client’s living space. Be very considerate when you build the range of frames you will retail, have the style of home and client type in mind before you purchase. The Aspire team and I saw so much at the SWPP convention, and like many photographers, we were tempted by the new ranges we witnessed on the One Vision stand, as well as the new fine art book recently produced by Queensberry – it was breath taking. When creating your sample frames or albums be wise to size. Your sizes should reflect what you want to sell; clients buy what they see, so make sure you create what you want to sell. Be brave and bold with the overall size of your art pieces. Unless in a collection of four or six, small frames may become lost on wall spaces. When you are sharing your range with your clients you need to be in a position where you have a sample for more or less all possible situations within the home, from something that will sit above a fire surround, a frame for above a living room sofa, to a centrepiece in the living room or hallway. Be bold.

Your samples always need to be priced. Don’t be shy about your pricing, remember clients are not only investing in the frame piece, they are also investing in your opinion of style and taste. Your skill and style as a photographer also has a value, you should never underestimate your true value. Seeing your images framed has to be one of the most rewarding aspects of your job. It will always leave you warm and fuzzy inside, smiling with pride and that’s nothing to be apologetic for; you should be proud of your work. Being a professional photographer is about creating images that serve a families life long memories, this is so hard to give a value. Photographers often say they love to exhibit, and if you retail frames you are exhibiting each day within the homes of the families you have photographed! To exhibit your photography style and opinion in people’s homes has to be a gift of the job as a professional.

Best Wishes, Catherine Connor

Product Image from Michelle Wiggett Photography