Downloadable Resources;
Selling Fine Art Photography;
Chapter 1: Taking Control of Your Destiny;
1.1 The Best-Kept Secret;
1.2 What is Marketing?;
1.3 The Goal of Marketing;
1.4 Why Marketing is Indispensable to Success in Photography;
1.5 Crucial Questions;
1.6 Photography Must be Your Career in Order to Succeed;
1.7 Market, Market, and Market Again;
1.8 The Breakthrough;
1.9 Skill Enhancement Exercises;
Chapter 2: What is Fine Art Photography?;
2.1 Defining Fine Art Photography: A Checklist;
2.2 Art Movements and Personal Styles;
2.3 Handling Criticism;
2.4 Counterintuition and Irony;
2.5 What If You Cannot Do All of This?;
2.6 Terminology;
2.7 Conclusion;
2.8 Skill Enhancement Exercise;
Chapter 3: Wholesale, Consignment, or Retail?;
3.1 Selling Wholesale;
3.2 Selling on Consignment;
3.3 Selling Retail;
3.4 Retail and Wholesale Comparisons;
3.5 Skill Enhancement Exercises;
Chapter 4: Quantity or Quality;
4.1 Quantity or Quality;
4.2 A Comparison of Quantity-Based and Quality-Based Marketing;
4.3 Skill Enhancement Exercise;
What to Sell and Where to Sell It;
Chapter 5: What to Sell;
5.1 The Difference Between Prints and Products;
5.2 Product Variety;
5.3 Tips on Selling Framed and Unframed Prints;
5.4 Items You Can Sell Besides Framed and Unframed Prints;
5.5 Packaging, Protecting, and Presenting Your Products;
5.6 Other Important Considerations;
5.7 Conclusion;
5.8 Skill Enhancement Exercise;
Chapter 6: Where to Sell Fine Art Photographs;
6.1 Selling to Stores (Wholesale);
6.2 Selling through Galleries (Consignment);
6.3 Selling through a Representative (Consignment);
6.4 Selling on the Internet (Retail);
6.5 Selling in Your Own Home Gallery (Retail);
6.6 Selling in Your Own Brick-and-Mortar Gallery (Retail);
6.7 Selling at Art Shows (Retail);
6.8 Selling Stock Photography (Retail);
6.9 Selling to Books and Magazines (Retail);
6.10 Selling by Advertising in Magazines (Retail);
6.11 Conclusion;
6.12 Skill Enhancement Exercises;
Chapter 7: How to Price Fine Art Photography;
7.1 Pricing Based on Expected Sales Volume;
7.2 Pricing Based on Actual Costs;
7.3 Pricing Based on Leverage and Reputation;
7.4 What is Leverage?;
7.5 Should You Offer Limited Editions?;
7.6 Summary of Things to Consider When Pricing Your Work;
7.7 Product Cost Calculation Forms;
7.8 Conclusion;
7.9 Skill Enhancement Exercises;
Chapter 8: Best Sellers;
8.1 Two Main Approaches to Creating Best Sellers;
8.2 The Best Seller Creation Process;
8.3 A Gradual, Multi-stage Process;
8.4 Involve Other People in the Selection Process;
8.5 What Makes a Best Seller?;
8.6 Best Seller Examples;
8.7 Conclusion;
The Fundamental Aspects of Marketing, Salesmanship, and Business;
Chapter 9: The 26 Fundamental Principles of Successful Marketing;
9.1 The Difference Between Marketing and Salesmanship;
9.2 Principle #1 - Hard Work Alone is Not Enough-You Must Have a Plan;
9.3 Principle #2 - Do What Others Are Not Willing to Do;
9.4 Principle #3 - Decide Between High and Low Volume;
9.5 Principle #4 - Generate a Large Demand for Your Limited Product;
9.6 Principle #5 - Control the Volume of Sales by the Price;
9.7 Principle #6 - Spend at Least 50% of Your Time on Marketing;
9.8 Principle #7 - Develop an Interactive Marketing Plan;
9.9 Principle #8 - Implement the Four Legs Approach;
9.10 Principle #9 - Market or Nothing Will Happen;
9.11 Principle #10 - Market in Both Good and Bad Times;
9.12 Principle #11 - Know Why You Are Successful;
9.13 Principle #12 - Do Not Try to Please Everyone;
9.14 Principle #13 - Final Profit, Not Income, Is What Matters;
9.15 Principle #14 - Know and Apply the 80/20 Rule;
9.16 Principle #15 - Know your Average Sale;
9.17 Principle #16 - It's a Free Country!;
9.18 Principle #17 - Raise Your Prices Regularly;
9.19 Principle #18 - Build a Contact List;
9.20 Principle #19 - Take Advice Only from Those Who Are Where You Want to Be;
9.21 Principle #20 - Do Not Reinvent the Wheel;
9.22 Principle #21 - Shows and Other Direct Selling Venues Are a Great Way to Start;
9.23 Principle #22 - Pricing Determines Everything You Do;
9.24 Principle #23 - People Buy Art for Emotional Reasons;
9.25 Principle #24 - Display a List of Unique Factors;
9.26 Principle #25 - Your Customers Must Know How They Will Benefit from Their Purchase;
9.27 Principle #26 - Study the Fundamental Salesmanship Principles;
9.28 Skill Enhancement Exercises;
Chapter 10: The 26 Fundamental Principles of Salesmanship;
10.1 Skill Enhancement Exercises;
Chapter 11: The Seven Fundamental Principles of a Successful Business;
Selling Your Work at Shows;
Chapter 12: How to Sell Your Photographs at Art Shows;
12.1 Finding an Audience;
12.2 Why Art Shows?;
12.3 Doing Art Shows;
12.4 Displaying Your Work at a Show;
12.5 Packing and Transporting Your Work;
12.6 Setting Up an Outdoor Office and Frame Shop;
12.7 Finding Art Shows;
12.8 Accepting Credit Cards;
12.9 Where to Get Your Show Equipment;
12.10 Conclusion;
12.11 Skill Enhancement Exercises;
Chapter 13: Show Booth Examples and Layouts;
13.1 Examples from Actual Show Setups;
13.2 Show Booth Layouts;
Chapter 14: Packing and Shipping Your Photographs;
14.1 Shipping Companies;
14.2 Calculating Shipping Costs;
14.3 Tools;
14.4 Confirmation of Delivery;
14.5 Insurance;
14.6 Fill;
14.7 Labels;
14.8 Packaging Artwork for Shipping;
14.9 Conclusion;
Personal Skills;
Chapter 15: Fine Art Photography Skills;
15.1 Technical Skills;
15.2 Artistic Skills;
15.3 Marketing Skills;
15.4 Personal Skills;
15.5 Skill Enhancement Exercises;
Chapter 16: The 25 Most Common Marketing Errors;
16.1 Skill Enhancement Exercises;
Business and Marketing Tools;
Chapter 17: Business Tools;
17.1 What You Need to Conduct Business;
17.2 Skill Enhancement Exercise;
Chapter 18: Marketing Tools;
18.1 Special Offers;
18.2 Testimonials;
18.3 Certificates of Authenticity;
18.4 Price Tags;
18.5 Collection Signs;
18.6 Email List Sign-Up Form;
18.7 Business Cards;
18.8 Gift Certificates;
18.9 Promotional Items;
18.10 Skill Enhancement Exercises;
Chapter 19: Marketing Venues;
19.1 Traditional Marketing Venues (Non-Internet Based);
19.2 Internet-Based Marketing Venues;
19.3 Skill Enhancement Exercise;
Chapter 20: Vitae, Biography, and Artist Statement;
20.1 Your Curriculum Vitae;
20.2 Your Biography;
20.3 Your Artist Statement;
20.4 Skill Enhancement Exercises;
Chapter 21: Warranties and Unique Selling Points;
21.1 The Importance of a Warranty;
21.2 Unique Selling Points (USP);
21.3 Skill Enhancement Exercises;
Conclusion;
Less is More;
Art is Not a Commodity;
Art and Business;
Start Slow;
Multitude and Quality;
What Comes Next?;
Alain Briot Workshops, Tutorials, and Mentoring;
Appendices;
Appendix A - Art Questionnaire;
The Questionnaire;
Appendix B - Resources and Materials;
