True story – I was in Trader Joe’s the other night picking out a bottle of red wine. I’m notoriously bad at this. I don’t really know what makes one wine ‘better’ than another, and I barely understand the lingo. Someone can tell me the technical crap until they’re blue in the face – I still won’t get it or know what to expect. Worse, if it’s not the tastiest bottle, then I have to explain to my wife why I picked a bad one. Not good.
This particular night, though, I felt like rolling the dice and trying something new. Trader Joe’s is at least nice enough to add some description to the wines. They’ll tell a bit about the taste, what you can expect, and suggested foods to go with it. That’s all well and good, but have you ever been to Trader Joe’s? There are probably 100 different red wines to pick from. The descriptions all had words in them like oaky, full, light, or listed a zillion types of berries.
About halfway through working my way down the section and getting more confused than ever, one bottle in particular caught my eye. It was the design that was interesting; it was more than just a label with words that I can’t pronounce. So I read the little tag that Trader Joe’s put in front of it. Instead of the usual adjectives listed above, it told about the symbol on the bottle and its meaning, adding some background detail as to what that wine can be used to celebrate. Guess what? That was the deal clincher for me. INSTANTLY. It hit me on an emotional level (the wine was for a special occasion between me and my wife). More importantly the story behind the bottle was interesting. It gave me something to talk about surrounding my (ir)rational decision process in choosing that bottle. For once, I could actually sound intelligent in discussing a wine and feel proud of the decision that I made.
See the point? This directly translates into photography. Do you rely on technical reasons when trying to sell your photography, or do you tell a story behind it? This is especially true for the art realm. Help your buyer appreciate something special about your work. You don’t necessarily have to dictate everything in excruciating detail. But when your piece is on display and their friends ask them about it, give them something to talk about. People love to sound intelligent and frequently want to sound like they made a sophisticated decision in choosing a piece of art. The last thing they want to do is sound like some bonehead who overpaid for something for no reason. Get them excited; give them more reason to enjoy your work. Undoubtedly your name will come up in the exchange. In business terms, that’s called free exposure and good word of mouth.
Photography is a fairly new passion of mine. Most of my background is in the corporate world in sales management positions. Deep down, I know this works. I’ve used it and seen it in action. I train my staff to connect on an emotional level with their clients. I’ve studied many different sales presentation techniques and attended more seminars than I can count. Yet, I still occasionally overlook this in my own endeavors. This experience with the wine bottle drilled it into my head just how powerful this can be. It can help your brain cut through the myriad of choices and make a decision that you’ll feel good about. Same goes for your clients.
No, it’s not easy but nothing worthwhile ever is. There’s a lot of photographic talent out there besides yourself. You need to differentiate yourself from an ever-increasing pool of photographers selling their skills and their work – just like those 101 different red wine manufacturers on the shelf at the store.
What story is your work telling? Excuse me while I run go check my own…..
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I am a freelance photographer based in Ann Arbor, MI that specializes in fine art prints and commercial photography. Much of my work is based in the Metro Detroit area, where I’ve enjoyed shooting various urban scenes. I believe that each image needs to tell a story, to stand on its own, and that’s what I strive for with each click of my camera.
That goes not only for my art but for my commercial work as well. I enjoy working with businesses, helping them create images that excite their clients and promote their business in a professional manner. That work has been featured in projects commissioned by 2NRCARZ and Fine Interior Finishes, the Schmap Guide to Detroit, and the automotive review site Melted Rubber.
Some of my more artistic images have received recognition in Smashing Magazine for a worldwide photo contest that they conducted, in both the 2010 and 2011 Comerica Bank corporate calendars, and have been honored twice as Photo of the Day in Light and Composition Magazine.
Photo/Video Credits: © 2010 Chris Horner
Company: Lens Artwork
Phone: 734.926.9595
Email: chris@lensartwork.com
Website: http://www.LensArtwork.com
Twitter: @LensArtwork
Facebook: http://www.facebook.com/lensartwork
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