Portfolios that Sell: Professional Techniques for Presenting and Marketing Your Photographs

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Overview

It used to be that art directors, creative professionals, and producers hired talent based on reputation, networking, and personal relationships. Today’s ultracompetitive business climate is vastly different. Art buying is now more project-oriented. Art directors and creative professionals now must review portfolios with their clients before making any hiring decisions. Since most photographers are self-employed, hiring a photo rep is an expense that cuts dramatically into an already-tight bottom line. So now ...
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More About This Book

Overview

It used to be that art directors, creative professionals, and producers hired talent based on reputation, networking, and personal relationships. Today’s ultracompetitive business climate is vastly different. Art buying is now more project-oriented. Art directors and creative professionals now must review portfolios with their clients before making any hiring decisions. Since most photographers are self-employed, hiring a photo rep is an expense that cuts dramatically into an already-tight bottom line. So now more than ever, showing a “killer” portfolio that communicates a clear vision can mean the difference between winning projects or just sitting on the sidelines.

In Portfolios That Sell, veteran consultant and lecturer Selina Oppenheim reveals how to create an innovative, competitive, and effective portfolio that will get attention from any potential client. Based on her 20-plus years of consulting with scores of photographers, graphic designers, and illustrators, Oppenheim demonstrates how today’s commercial photographer can communicate expertise, experience, and creative vision clearly and intelligently through a well-executed portfolio. Packed with a wealth of no-fail tips and practical advice for effective marketing, self-promotion, and client relationships, Portfolios That Sell is an indispensable guide for the photographer who wants financial as well as artistic success.

• Filled with scores of high-quality images taken for real-life clients

• Presents important information about a timely, practical subject

• A unique look at the business strategies as well as the artistic concerns of preparing a winning portfolio

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Product Details

  • ISBN-13: 9780817455439
  • Publisher: Crown Publishing Group
  • Publication date: 6/5/2003
  • Pages: 144
  • Product dimensions: 9.08 (w) x 11.01 (h) x 1.57 (d)

Meet the Author

Selina Oppenheim was one of the first consultants for visual professionals in the country, consulting with photographers, graphic designers, and illustrators for over 20 years. She is president of Port Authority, a Boston area–based marketing firm committed to creating strategic programs that enable clients to build businesses around their individual, creative, and financial goals. She lives in Boxborough, MA.
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Table of Contents

Preface 7
Introduction 10
Chapter 1 Developing Your Visual Integrity 17
Working Your Portfolio 22
The Habits of Today's Buyers 24
Market a Single Vision 25
A Portfolio Exercise: Learn by Seeing 28
Elaine Brown on Vision 29
Chapter 2 Creating a Positioning Statement 31
How to Write a Positioning Statement 32
A Portfolio Exercise: Create Test Images 35
Using Your Images as a Guide 36
Chapter 3 Market Application: Know What the Market is Buying 41
Editorial 42
Advertising 44
Corporate Photography 45
Secondary Markets 48
A Portfolio Exercise: Investigate Your Market 48
Chapter 4 Editing Existing Images 51
Apply Your Positioning Statement 52
A Portfolio Exercise: Assess Existing Images 54
Determine How Many Images to Add 54
Two Industry Voices 57
Chapter 5 Creating New Images 59
Rounding Out Your Message 60
Steps to a Successful Shoot 62
Chapter 6 Working Through Creative Blocks 67
A Case Study 68
Tips for Working Through Creative Blocks 71
Chapter 7 Performing a Final Edit 73
Step-by-Step Editing 74
How Much Is Too Much? 77
Chapter 8 Arranging Your Portfolio 79
Chromes vs. Prints 80
Choosing the Right Layout 81
Single Image 82
Double-Page Spread 82
Using the Spread Format 84
Storytelling Approach 85
A Portfolio Exercise: Placement of Images 87
Chapter 9 Production Choices 91
Digital vs. the Darkroom 92
Paper Choices 96
A Portfolio Exercise: The Paper Test 97
Determining the Size of Your Images 98
Chapter 10 The Physical Portfolio 101
Post-and-Bound Portfolis 102
Accordion-Style Portfolios 103
Unbound Portfolios 104
Cover Options 106
Boxes 106
Pre-made or Handmade Books and Boxes 107
Working with a Professional Book Builder 110
CD Portfolios and Web Sites 111
Chapter 11 Tearsheets 113
Tear Section or Tear Book? 115
Housing for Your Tearsheet Book 115
FAQs on Client Lists 119
Chapter 12 Using Your Portfolio as a Marketing and Sales Tool 121
The Portfolio as a Marketing Tool 122
Preparing for a Personal Visit 123
The Portfolio as a Sales Tool 125
Branding Your Work 125
Direct Mail 126
Email 129
Web Sites 130
Sourcebooks 130
Building a Second Portfolio 133
Tools for Success 134
Commitment 135
Appendices 138
Index 143
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