6 Reasons Photographers Can’t Sell Their Prints & Strategies to Overcome Them

Selling prints is often a challenging endeavour for photographers, regardless how much talent you have behind the lens. From limited marketing skills to pricing challenges, several factors can hinder their ability to successfully sell their prints. In this article, we will explore six common points that highlight the struggles photographers face and provide solutions to overcome these obstacles. By addressing these challenges head-on, photographers can enhance their sales strategies, expand their customer base, and ultimately thrive in the competitive world of print sales. 

How can photographers sell more prints? 

This article will explore the following 6 points: 

• Limited Marketing Skills 

• Inadequate Online Presence 

• Pricing Challenges 

• Lack of Print Quality Control 

• Insufficient Branding and Packaging 

• Limited Networking and Collaboration Opportunities 

Let's dive in and look at the first reason why photographers struggle to sell prints... 

Limited Marketing Skills 

Photographers often face challenges when it comes to selling their prints due to limited marketing skills. While their expertise lies in capturing captivating images, they may lack the necessary knowledge and experience to effectively promote and market their work to a broader audience. 

One of the main struggles photographers can encounter is targeting the right audience. 

Identifying and reaching the appropriate demographic for their prints can be a daunting task. Without a clear understanding of their target market, photographers may find it difficult to connect with potential buyers who appreciate and value their unique artistic vision. 

In today's digital landscape, online visibility plays a crucial role in reaching potential buyers. However, photographers with limited marketing skills may struggle to optimize their online platforms and attract organic traffic. They may lack knowledge of search engine optimization (SEO) techniques, content marketing strategies, or social media engagement, making it challenging to increase visibility and connect with a wider audience. 

Additionally, photographers may face obstacles in identifying and leveraging marketing channels. They may not be aware of the various avenues available to showcase and promote their prints. This lack of knowledge can limit their reach and hinder their ability to explore different platforms, exhibitions, or collaborations that could help attract potential buyers. 

Overall, limited marketing skills pose a significant challenge for photographers aiming to sell their prints. Overcoming these obstacles requires photographers to invest time and effort into learning and implementing effective marketing strategies that can help them target the right audience, enhance their online presence, establish a strong brand identity, and leverage diverse marketing channels. 

How to get passed limited marketing skill? 

• Invest time in learning basic marketing techniques, including social media promotion, search engine optimization (SEO), and email marketing. 

• Collaborate with local galleries or art shops to display and promote your prints.  

• Create an engaging website or online portfolio to showcase your work and attract potential buyers. 

I have a whole series of articles detailing how photographers can market themselves better. You can find all the articles here. Go ahead, read them now.

Inadequate Online Presence 

Photographers often struggle to sell their prints due to inadequate online presence. In today's digital age, having a strong online presence is crucial for reaching a wider audience and connecting with potential buyers. 

One of the main challenges photographers face is the lack of a well-established and professional website or online store. Without a dedicated online platform to showcase their portfolio and offer prints for sale, photographers may find it difficult to gain visibility and credibility in the online marketplace. 

Another aspect of inadequate online presence is the lack of engagement on social media platforms. Photographers who fail to utilise platforms such as Instagram, Facebook, or Twitter miss out on valuable opportunities to share their work, connect with a broader audience, and attract potential buyers. Engaging with followers, responding to comments, and actively participating in photography communities online can significantly enhance visibility and generate interest in their prints. 

What about photography forums? Photographers who skip out on engaging in forums may be missing a trick. These platforms provide opportunities to connect with fellow photographers, learn from industry professionals, and potentially attract buyers who are actively seeking unique and captivating prints. 

How to deal with lack of an online presence? 

• Establish a professional website or online store that showcases your portfolio and offers prints for sale. 

• Utilise social media platforms, such as Instagram and Facebook, to share your work and engage with a wider audience.  

• Consider joining online photography communities or forums to connect with fellow photographers and potential buyers. 

SEO and internal link play crucial parts in your online presence. If you find SEO difficult or confusing, you can read all my SEO for photographer articles here.

Pricing Challenges 

Photographers can stumble when they do not properly consider how to price their prints. Determining the appropriate price for photographic prints can be a complex and delicate task, and misjudging the pricing can impact their ability to attract buyers and generate sales. 

One of the key challenges is finding the right balance between setting prices that reflect the value of their prints and ensuring they are affordable for potential buyers. Setting prices too high may deter buyers who perceive the prints as overpriced or unattainable. Conversely, pricing prints too low may undervalue the photographer's work, leading to diminished profitability and potentially undermining the perceived quality. 

Another aspect of pricing challenges is the lack of market awareness and understanding. As a photographer, you need to research and analyse the pricing of similar prints in the market to gain insights into industry standards and competitive pricing. Without a thorough understanding of the market, photographers may struggle to price their prints appropriately, leading to missed opportunities or unrealistic pricing. 

When considering printing, don’t forget considerations such as printing costs, time invested in capturing and editing the photographs, and the uniqueness or exclusivity of the prints. Determining the fair value of your work while factoring in these costs and considerations can be a complex undertaking. 

Pricing is an art of striking the right balance between pricing that reflects the value of their work, conducting thorough market research, considering costs and uniqueness, and offering diverse pricing options are essential in overcoming these challenges and effectively selling their prints. 

Solutions for pricing your prints 

• Study the market and analyse the pricing of similar prints to gain insights into industry standards. 

• Consider factors such as printing costs, time invested, and the uniqueness of your work when setting prices.  

• Offer different pricing options, such as limited editions or special promotions, to cater to a variety of budgets and attract a broader range of buyers. 

Want to learn more about pricing your photos? I have a whole article dedicated to the topic. You can read it here now.

Lack of Print Quality Control 

A challenge photographers can face is maintaining consistency in print quality. Without proper quality control measures in place, variations in colour accuracy, sharpness, or overall print appearance can occur. Inconsistencies in print quality not only diminish the visual impact of the photographs but also erode the trust and confidence of potential buyers.  

Bad quality control will kill your personal brand. 

Moreover, the lack of knowledge and experience in selecting reputable print labs or investing in high-quality printing equipment can contribute to print quality control issues. Working with a reliable print lab or using professional-grade equipment is essential to ensure that the prints accurately represent the original vision of the photographer and meet the expectations of the buyers. 

A lack of print quality control presents a significant challenge for photographers in selling their prints. Establishing measures to ensure consistency, promptly addressing any quality issues, partnering with reputable print labs, and offering a satisfaction guarantee are vital steps to overcome these challenges and maintain the high standards necessary to attract and retain buyers. 

Solutions for photo print quality control 

• Partner with a reputable print lab or invest in high-quality printing equipment to ensure your prints are of excellent quality.  

• Regularly inspect your prints to maintain consistency and address any issues promptly. 

• Consider using a reputable print on demand provider to drop ship your prints when they are ordered. You can read my ultimate guide to print on demand here.

Insufficient Branding and Packaging 

One of the challenges photographers encounter is the lack of a consistent and well-defined brand identity. Without a clear brand image, photographers may struggle to differentiate themselves from competitors and communicate their artistic vision effectively. 

Packaging is another crucial element that photographers often overlook. Insufficient or generic packaging can detract from the overall buying experience and fail to leave a lasting impression on buyers.  

Professional and visually appealing packaging can enhance the perceived value of the prints, create a sense of anticipation, and contribute to a positive unboxing experience. 

Moreover, the absence of additional elements such as certificates of authenticity and/or personalised notes can diminish the perceived value of the prints. These elements help build trust, establish authenticity, and provide buyers with a sense of connection and engagement with the photographer and their work. 

Getting over insufficient branding 

• Develop a consistent and visually appealing branding identity that reflects your style and attracts potential buyers.  

• Invest in professional packaging materials, such as custom sleeves or boxes, to create a memorable unboxing experience.  

• Include a certificate of authenticity or a personalised note with each print to add value and build a connection with the buyer. 

Limited Networking and Collaboration Opportunities 

Without a wide network of contacts, photographers may find it challenging to connect with professionals, fellow photographers, or industry influencers who can help promote their work or provide valuable insights and opportunities.  

Collaborations are also crucial for photographers in reaching a wider audience. By partnering with complementary artists, designers, or local businesses, photographers can tap into new customer bases and showcase their prints in different settings or contexts.  

Another problem with a lack of networking can be that photographers can struggle to identify and engage with relevant stakeholders such as gallery owners, curators, or event organizers. These individuals and organisations play a vital role in promoting and exhibiting photographers' work.  

Platforms, like photography events, exhibitions, or workshops, provide valuable opportunities for photographers to showcase their prints, connect with potential buyers, and learn from industry professionals. Without a sufficient number of networking and exhibition opportunities, photographers may find it difficult to gain visibility and recognition within the photography community. 

Dealing with a limited network 

• Attend photography events, exhibitions, or workshops to meet fellow photographers, potential buyers, and industry professionals.  

• Collaborate with interior designers, architects, or local businesses to showcase your prints in their spaces.  

• Explore partnerships with complementary artists or photographers for joint exhibitions or marketing campaigns, expanding your reach to new audiences. 

Reasons why photography prints are not selling - conclusion 

Selling prints as a photographer may seem like a daunting task, but by understanding and addressing the common challenges discussed in this article, you as a photographer can navigate the complexities and find success in the print market. From honing your marketing skills and establishing a strong online presence to ensuring print quality and embracing collaboration opportunities, every step taken will bring you closer to connecting with your target audience and selling their unique vision through captivating prints. 

It's important to continuously learn and adapt, exploring new avenues and embracing creativity in their marketing and branding efforts. By investing time, effort, and resources into these key areas, a photographer can unlock the potential to reach a wider audience, foster customer loyalty, and turn their passion for photography into a thriving print-selling business. 

So, take heart and face these challenges head-on. Embrace the solutions provided, refine your strategies, and let your exceptional talent shine through your prints. With perseverance, determination, and a willingness to grow, success in selling your prints is within reach. Good luck on your journey to turning your photographic artistry into a fulfilling and profitable venture! 

I’d love to see your work! 

As the title says, I’d love to see your photos. Tag @jgrnstn in your Instagram and Twitter posts today so I can see your work.