![]() ![]() This misalignment between subject matter and intended audience can be frustrating for the photographer. Many photojournalists find that even their award-winning images don’t sell well as wall art because they often depict gritty scenes. A familiar place, person or thing vs something aspirational. ![]() Subject matter considerations might include: If you’re selling prints as interior decoration, imagine what criteria a buyer is trying to meet and what emotion they want your photo to evoke. Who will buy your photos? “Anyone who loves photography” isn’t a realistic answer for your potential audience. Your photos and products won’t appeal to everyone, and finding success in photo sales requires you to identify then find your target audience. A young consumer is unlikely to see your ads on Facebook due to demographics. A person with a small apartment is unlikely to buy an enormous print of any subject matter due to space constraints. A person who has never traveled on safari is unlikely to purchase a wildlife print due to a lack of affinity. But Ford truck owners (“Built Tough”) respond differently than BMW drivers (“The Ultimate Driving Machine”), and the vehicles have different price points and features to meet the needs of their respective customers. For example, cars get people from one place to another. “One size fits all” marketing approaches never work because consumers are segmented by age, geographical location, income and many other factors that affect buying decisions. Finding customers who are likely to buy your photos without spending exorbitantly to acquire them is the key to any successful marketing campaign. Although it’s tempting to believe that anyone and everyone is a potential customer for your photography, your actual target customer base is much more limited. ![]()
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