5 step strategy to more referrals

If getting referrals is not part of your marketing strategy to grow your business, it may be time to re-think that.  According to a recent Nielsen global report for truth in advertising, here are two stats that stand out in terms of referrals:

  • 92% of people believe the recommendation of friends and family over advertising.
  • 83% trust others the recommendation of people they know.

Those are powerful stats.

That means that for every 10 referrals from happy clients will potentially result in 8 new opportunities to grow your business. Let’s take that one step further. If you even close only half of those leads, that’s four new clients simply by asking for a referral.  If you did this consistently and were able generate 10 new referrals every month, that’s nearly 50 new clients to add to your roster and bottom line. Sounds impossible? It’s really not. Here are three ways to make that happen with the clients you currently have.

  1. Ask – every time.
  2. Provide tools to refer you.
  3. Remind them.


It’s hard to ask for referrals. We feel we are stepping over the line of that comfort zone. For some reason, we feel as if by asking, it might threaten a relationship we’ve worked hard build with a client, or worse, what if they say ‘no’? As a professional, you need to put those fears aside. Repeat these sentences out loud, and as many times as needed:

“I deliver great value to my clients.”
“More people should benefit from my talent.”     

All you have to do is to ask. It’s simple as that. Always assume your clients are happy to refer you. Let them be the ones to tell you they are unconformable in doing so. You might uncover a gap in your services that you will the opportunity to correct, which builds for a stronger relationship and more referrals down the road.


Many clients are happy to refer you, but don’t know how. That is – they don’t know how to present your services to others so you need to provide them with the tools to do just that.

  • Offer a business card or two to pass along.
  • Produce a postcard with your website and contact information.
  • Provide instructions on how to leave a social media review.


You have to remind clients to give you a referral. Asking at the time of the shoot is a good idea, but to be perfectly honest, 9 times out of 10, your request won’t be remembered. Remind them again after the shoot. This could be an email, a personal note attached to the delivery of their final images, or a private message on social media. Remind your client how much you valued the opportunity to work with them and ask for their help by recommending someone who can benefit from your services. This is a real motivator because people genuinely want to help.  The more you remind clients, the more referrals you get, and the more new clients you’ll receive.

How to thank clients for the referrals they give.

Thoughts on referral gifts.

When it comes to gifts for clients who refer you business, there are three rules:

  1. Keep it simple
  2. Keep it inexpensive
  3. Keep it relevant to the size of the business

Remember, most clients are motivated to help you. All they need to do is make the connection which takes only a few minutes of their time. You have to do all the heavy lifting, so the reward doesn’t have to be huge.

Thoughts on Following-up

Most photographers make the mistake of discounting pricing for either the referral or the client who gave them the referral (or gasp) even both. This is not necessary, nor lucrative for you. It’s also doing your brand a great disservice.

Instead, photographers need to nurture both sides of the referral by:

  • Sending a thank you note
  • Sending a small personal gift
  • Asking again

5 step strategy to more referrals.

It’s important to set up a referral strategy and schedule that works for your business. Here is a tried and proven method to keep those referrals rolling in.

1. During the session:

As you get acquainted with your client,  be sure to make note of a personal preference, ( for gift ideas later), and ask for a referral at the end of the shoot.

2. After the session:

A simple hand written thank you note should be sent to the client, reminding them you much your enjoyed the session and remind them to refer someone they know. (Don’t forget to send along those tools to make it easy for them to connect you).

3. After receiving the referral:

Send an email thanking them for the referral with the promise of follow-up and ensuing they will be just as happy with your services as they were. (If they didn’t send you a referral after step 2, a gentle reminder as the main gist of this email doesn’t hurt).

4.  After the referral is successful: (the gift)

Once the session is complete with your new found client, send a small (thoughtful) gift to the client who gave you the referral. Since you worked with your referring client originally, you’ll know a thing or two about them when you initially got acquainted. Make the referral gift relevant by making it personal. Avoid gift cards to a coffee shop – unless you know they are a caffeine addict. The more thoughtful the gift, the more memorable you and your services will be.

Send the referral gift along with a personal note letting them know that their referral just finished a shoot with you and they were over the moon with the end result. Chances are, this will be months after they initially refereed this new client to you, so take this opportunity to ask for another referral. They’ll feel good about helping you again knowing the last referral worked out so well.

See what happened there? You asked 3 times for a referral without seeming annoying, obnoxious, or any of the other things you thought asking for a referral might be.

5.  Start the process all over with your new client.

This takes diligence, but by simply adding a referral strategy like this to your workflow will make a big impact to the bottom line.

About the Author
“We know instead of marketing your work, you’d much rather be creating it.” Deanna White,  is owner and publicist for storylinePR and a Chartered Marketer, recognized as top marketing talent in Canada by the Canadian Marketing Association. She provides marketing and PR support to Ottawa’s most talented fine art photographers. –  www.storylinepr.ca

It’s about the art, not the photographer.

Time and time again, I tell customers to make their online presence client focused rather than self promotional. I’ve lost count how many times I’ve seen this online:

“…is an award winning professional photographer with a masters in fine art who’s passion is…”

This is great for an ‘about’  page on a website, but that’s where this kind of content should stay. Content like this sends the message that the art is all about you, the  photographer, and not about the client. There is a simple way to establish your credibility and market your brand.

Understand your audience.

Know what need your clients want to have fulfilled and tell them how you can satisfy it. Many years ago, a mentor once told me: “People don’t buy products. They buy experiences.” More pointed – they buy the emotional connection behind the experience. He was bang on. Throughout my entire career, from marketing cars and IT services, to donations and memberships, it all comes down to this fundamental principal: Selling the experience will resonate with your audience better than a pitch about product features.

The hard-hitting truth.

When it comes to your photography, people aren’t buying you, the photographer, (or even your photos for that matter), they’re buying the benefits they get from your photos. The emotion evoked and the need satisfaction met. Keep in mind that different market segments will have different expectations, so be sure to promote your photography business accordingly. The photographer behind the work will sell itself.

About the Author
Deanna White is owner and publicist for storylinePR, representing Ottawa’s most talented fine art photographers who are looking to create and perfect their work, while we stay keenly focused on the marketing side of their business.   www.storylinepr.ca

Content marketing – beyond images

Most photographers share their images on their website in hopes of driving a ton of traffic to complete the ‘contact us’ form. Unfortunately, in today’s digital world that’s no longer enough. You need a content marketing strategy. What is content marketing exactly?

Definition of Content Marketing In my view, content marketing provides relevant, useful content to your audience online without actively pitching them. It’s about providing information that makes your target audience become more informed before they buy. By doing this in a consistent manner, you’ll earn brand awareness and they will ultimately reward you with their business.

I won’t lie to you – it takes work. Relevance and consistency are key. How does one get started? Here are some of our top go-to recommendations when building a solid content marketing plan.

Get social

Dread it or like it? Some photographers dread the idea of social media while others embrace it and utilize it to engage. It’s a necessary evil in an effort to reach your target audience.  Have a presence and aim for good engagement activity.

Share stories

Posting images online is no longer enough. Blog about the experience. Tell a story about the image in such a way that will entice your target audience to learn more about you. Provide useful content and tips on ‘how to’ for your audience relative to your work.


Despite what some believe and in the wake of CASL, the art of newsletter writing is not dead. Provide an opt-in mechanism in all you do to have people sign up. Make it educational in tone. What better channel to distribute your content than to the ones who raised their hands to openly to receive it.

Keep SEO in mind

This goes without saying, but a good content marketing strategy will involve search engine optimization. And, if all the above things are done well, they will help with SEO.

In our next few blog posts, we dive deep into each of these with some tips on how to implement.
Stay tuned.


About the Author
Deanna White is owner and publicist for storylinePR, exclusive PR firm & marketing agent to Ottawa’s most talented fine art photographers. “Because we know instead of marketing your work, you’d much rather be creating it.” www.storylinepr.ca

Top strategy for charities

What if I told you there was a way to get your business in front of potentially thousands of eyeballs from your ideal target audience. All for the cost of a few hours work. It’s one simple concept that very few photographers take advantage of.

This will impact your bottom line

Ottawa happens to be home to many charitable organizations who are on tight budgets, and always on the lookout for giveaways to create more donor dollars.  I’m not talking about donating your time to shoot for a charity event, but rather putting a silent auction package together that gets your name in front of a very lucrative target market and will likely not cost you a thing. In fact, in most cases, it can make you money. Similar to the gift card industry, offering up certificates for your photography services as a silent auction item associated with a dollar value can, and will, deliver to your bottom line. Here’s why:

Many are not ever redeemed. Giving away your services for free is hard swallow sometimes, but as Jenn Reichenbacher of Merchant Warehouse reveals, many times they won’t ever be utilized. Thousands of dollars goes unredeemed annually. About 40% either lose or forget about the item they purchased at a silent auction and most people chalk up their donation as going to a good cause.

They encourage repeat business. It’s also important to remember that when customers make purchases using gift cards (or in this case, silent auction gift items), they don’t always spend the entire amount. That means that they will likely return to make more purchases in the future. Gift Card Granny points out that “55% of gift card recipients require more than one shopping experience to spend the balance.”

Customers tend to spend more than the face value. By the time the monetary value of the silent auction item has been used in full, a client most likely will spend more. That means more money for you! “65% of gift card holders spend an extra 38% beyond the value of the card.

There are the top three things to keep in mind when putting a silent auction strategy in place:

  1. The Target Market
    Target the right audience with your brand. There are a myriad of charities who attract high-profile, net-worth clients at galas, golf tournaments and dinners. Reach out to the ones that make sense for your business. Ones you have a connection with, or whose causes you really believe in. Make sure it is well suited for your audience by asking qualifying questions about who their donors are.
  2. The Offer
    Tailor the offer to meet the needs of the audience and your marketing strategy. If your goal is to sell your images, perhaps the silent auction item is a private gallery showing with $500 towards the purchase of an art collection. Or perhaps you are looking to market your corporate photography business by offering the cost of a 3 hour session. Even if packaged as a product offer – make sure the dollar value is the main redemption mechanism.
  3. The Promotion
    Here’s where it can get interesting. Be sure to schedule some social media promotion around your silent auction item mentioning the charity you are donating to in the post using the ‘@’ sign. By mentioning the charitable organization, you are reaching potentially thousands of donors and supporters beyond your own social network; the charity is gaining additional exposure about the event; and your brand is being associated with a good cause.

There are several lists we are compiling for Ottawa photographers to reference and ‘charitable events’ is currently in the works. We are looking to our community help us build on these lists. If there a charitable golf tournament or event that you recommend? Let us know by leaving a comment.


About the Author
Deanna White is owner and publicist for storylinePR, exclusive PR firm & marketing agent to Ottawa’s most talented fine art photographers. “Because we know instead of marketing your work, you’d much rather be creating it.” www.storylinepr.ca

How to get your work featured in an art gallery

Image of Carrie Colton of Studio Sixty Six
Carrie Colton, Studio Sixty Six

Getting your work featured takes more than just great talent. After spending some time getting acquainted with a photographer and their work, we roll up our sleeves and start building a marketing & PR plan together. One of the very first questions we are inevitably asked is… ‘How do I get my work featured in a gallery?

Meet Carrie Colton, Director and Curator of Studio Sixty Six, an Ottawa art gallery devoted to showcasing emerging artists from in and around the Ottawa area and across Canada.
Carrie was kind enough to answer our FAQ in the following blog style interview, starting with how to approach a gallery – to what happens after the show…

What do you look for in work you represent? 

Studio Sixty Six: I look for artwork that is visually dynamic and well composed. I look for things like balance, texture, rhythm, composition and scale. Artwork that is finely crafted, solidly constructed, produced and finished. Artwork that is clever, thought provoking and interesting. Art that or makes one feel something whether that be, joy, pain, excitement or humour, perhaps asks a question of the viewer. Work that is offering something fresh and a new approach to genre or materials.

What is the best way for a photographer to approach a gallery? 

Studio Sixty Six: Email is best. Never show up with art work without an appointment. Following up the email after a week, if you have not heard back is fine. A polite phone call stating that you sent a submission and are wanting to confirm it was received is good as well.

What should (s)he prepare in advance to be considered? 

Studio Sixty Six: An email submission should include:

How does the gallery / photographer relationship work? 

Studio Sixty Six: It depends on the gallery but generally if a gallery agrees to represent your work on their website and on their walls they will ask you not to be represented by other galleries in that city. Galleries generally take 50% of the sale. We give photographers 100% of the cost of the frame if the artist has had the print framed. Galleries are also a great source of support to their artists, (or they should be!) via advice, connections, critiquing your art work etc…

What’s involved in getting ready for a show – from the artists’ perspective? Specifically, what should a photographer expect to provide and what can (s)he do to ensure the show is a success? 

Studio Sixty Six: An artists is required to provide all text information about themselves and their work going in the show well ahead of time, (typically a month before), as well as high and low resolution images of the work. The work should be dropped off a few days before the show, ready to hang.

The most successful shows are the ones where an artist participates fully in the marketing and promotion of the show. We encourage artists to invite all their contacts, distribute the show postcards and promote the show through social media pages on Facebook, Twitter, Instagram etc…

It’s also important to be at the opening event well dressed and on time – until the end of the evening. We ask all artists to be friendly and ready to talk about their work!

What happens after the opening?

Studio Sixty Six: After the opening, photographers should bring people by the gallery over the course of the show and send the curator contacts for those who did not attend the opening, but you would like to have receive a personal invite to see your work. It’s important to be in constant communication with the gallery and ensure response to email inquires asap.

After the show comes down the work is either picked up by the artist or kept as inventory. The work will generally be available on the gallery website under the artist’s name if they have agreed to an ongoing relationship.

What final piece of advice do you have for a new or emerging photographer who wants to be featured in a gallery showing? 

Studio Sixty Six: Take courses and learn about the history of fine art photography. Present yourself positively and professionally when meeting or talking to a gallery director / curator and as mentioned previously, ensure you have a high quality website.

About the Author
Deanna White is owner and publicist for storylinePR, exclusive PR firm & marketing agent to Ottawa’s most talented fine art photographers. “Because we know instead of marketing your work, you’d much rather be creating it.” www.storylinepr.ca

Are your photos being stolen from you?

It’s a catch 22. You want to share your God-given talent online with the world but don’t want to risk your images being stolen and used without your consent.

Many photographers will tell you the solution is not to post your images, but that’s not the answer. How can you expect to market your photography business and your work if you don’t put it out there? Sure there are traditional means, but your audience spends more and more time online looking for what you have to offer and if you’re not there, then what happens? Exactly! Here’s some tips:

Photographers often watermark their images, but is that enough to stop unauthorized use of those images? If your water mark is placed in such a away that it doesn’t interfere with the image for the viewer and off in some corner somewhere unobstructed, it can be easily cropped out. Even when a watermark is placed strategically, anyone with Photoshop and a little patience can remove a watermark from a photo.

Adding a copyright infringement message to all images posted online might stop that person or someone who just doesn’t realize that using or copying your image is wrong. In fact, most photographers I know add the word ‘copyright’ directly beside their watermark. Nothing deters theft better than possible legal action.

Size Matters
Be sure to post the smallest image size possible making quality reproduction an image close to impossible.  You can always put a statement online that high resolution images are available upon request with your contact info. Makes a great call to action for clients doesn’t it?

Image Tracking Tools

As a professional photographer, the Internet is a key way to promote your work and here are ways to help you track how your images are being used online.

  • TinEye is a free service that allows photographers to upload a picture and then search for the same image across the Internet.
  • ImageRights is a company that works to secure your rights to your photos.  The service has both paid and free plans, in which photographers upload their photos to allow ImageRights to search the web to find violators and can assist you with your legal rights.
  • By simply editing your EXIF data and the copyright information along with your name in the comment field can be effective. Setting up a Google alert for your name is another way to detect unauthorized use of your images, (provided they dont alter the EXIF data).
  • The one method I most recommend is to visit the mighty Google Images page. Where Google.com is unmatched for searching textual data, Google Images is the king of pixel based searching. Google Images utilizes a special algorithm to find imagery that is exactly your work and imagery that is visually similar.Simply copy/paste the URL of your image from where you host it. When you first enter your image’s URL, you may find Google telling you it can’t find the image. Actually, Google Image Search assumed that the text you entered was a keyword, so naturally, it cannot find a keyword that looks like an URL.  Look closer, however, and you’ll find the line that says “For matching images, try Search By Images” right underneath the search field. Click that link and it’ll use your image to scan for other instances across the web.

There are other tracking tools out there – some free, some complex, some for a small fee. We’ve heard reports on them all and find Google Images to be the most widely used and reported most effective. What tools do you use? Please share your favourite online tracking tools in the comments below.

About the Author
Deanna White is owner and publicist for storylinePR, exclusive PR firm & marketing agent to Ottawa’s most talented fine art photographers. “Because we know instead of marketing your work, you’d much rather be creating it.” www.storylinepr.ca


Are you overexposing your audience?

Do you share your images on social media? Here’s a tip: When sharing your professional photos to your page as well as other groups and platforms  you belong to, keep your audience in mind.

If a fan of your work, your audience likely follows your social media page… and since your audience is into what you share, they very likely members of the same groups you belong to as well. (Stay with me – this is important to stop what I call ‘overexposure fatigue’).

Frequency is key

When you post a photo to your social media page and then post to then to the relative groups or platforms – know that you may be hitting members of your audience multiple times in a very short window. If they follow your page and also the same groups, they are seeing your image multiple times in their social media feed.

What’s wrong with that you ask? The answer is nothing. In fact, it’s a great thing as long as you space out the intervals in which you share a particular image. Nobody want to see the same image show up in their feed multiple times in the span of a few days. This can be frustrating and/or annoying.

Re-purpose with a purpose

If you have a blog, think of how often you re-purpose blog content. It’s months, right? And sometimes more than a year goes by before you look and some of the evergreen material your posted in the past and decide its still relevant and re-post, right? Certainly, you don’t do this on the same (gasp) or next day. You need to think of sharing your images on social media in this context. Think of your images as evergreen content, (they really are).

Delight your audience

As eager as you are to share your latest and greatest shot with the world and reach as many as people as possible as quickly as possible, stop and do this: Create a social sharing calendar for your images. Ensure you are spacing out the number of times you share each photo per platform and build in times to re-share at a later date.

Sitting down on a weekly basis and reviewing your images and scheduling them appropriately makes for a well thought out content creation strategy. If you have a number of images, you’ll have a constant flow of content to share and no image will be alike across platforms or feel repetitive to your audience. In fact, it may seem like brand new material to them.

Market research continuously proves the obvious:  Your audience needs to know you, your reputation, and your images before he/she is willing to make a purchase.  Building visibility, familiarity and a positive reputation takes time and a series of exposure to your work.

A few last words of advice… Don’t overexpose your audience. Delight them.

About the Author
Deanna White is owner and publicist for storylinePR, exclusive PR firm & marketing agent to Ottawa’s most talented fine art photographers. “Because we know instead of marketing your work, you’d much rather be creating it.” www.storylinepr.ca


Make the ordinary – extraordinary

How do you become a better photographer? A better marketer? A better entrepreneur?  By challenging yourself, as with anything in life. If you want to become a better at __________, you have to step out of your comfort zone.

You know the kind of shots you’re known for. What part of the marketing side of the business you’re most comfortable with. Then there’s the other ‘stuff’. The stuff that you put off because, well… you’re mediocre at it. Be it the end product or the process of getting to the end product. You know you can and want to improve upon it. Yet, we continue to focus on the stuff we’re good at. It’s human nature. It’s safe. So, how do we get better?  The best advice I was ever given by a friend and mentor was this…

Take something ordinary and make it extraordinary.

So every Friday, I challenge myself to take something I’m good at & make it better. Make it extraordinary.

At storylinePR, we provide a couple of options to help Ottawa fine art photographers become extraordinary. Some photographers are really good at certain aspects of their business & enjoy rolling up their sleeves and working alongside us. We love working in this style because it truly solidifies our partnership. Our our most popular option is our full project management services, favoured most by busy Ottawa photographers who would rather concentrate on their work, while we stay keenly focused on the marketing & PR side of their business.,

I invite you to share your personal challenge with us here. What have you done differently to improve the way you work? What did you take ordinary and make extraordinary this week. last month, last year?  #makeitextraordinary.

About the Author
Deanna White is owner and publicist for storylinePR, exclusive PR firm & marketing agent to Ottawa’s most talented fine art photographers.

Learn more at www.storylinepr.ca
Follow Deanna on Twitter @storylinepr

The magic bullet for photos on social media.

I can fully appreciate how time consuming and frustrating it can be for photographers to market their own work. I understand that all you really want to do is create it. One of the many reasons storylinePR Photo Marketing exists.

When it comes to marketing, I know you’re looking for that one single magic bullet. Want to know what social content works best for your photography business? One word… experiment! You need to experiment to find out. Take advantage of the wealth of information at your finger tips using the built-in analytic tools of the social platforms you use.

How to REALLY attract and engage thousands of followers.

Image of bulletsPeople who offer ‘the’ one stop solution to fix all your social media woes with the promise of increasing your audience and generating thousands of engaged followers are not providing you value. I’ve known some so-called ‘gurus’ who use negative selling. That is, they show you what’s not working, (eroding your confidence in your own skills in the process), so that you buy their magic bullet, only to find it’s not magic at all. It’s a dud.

They use this technique to sell you, yet even more magical bullets – and guess what? They’re duds too and soon you will have spent good money after bad to be exactly in the same place you started. The e-books, programs, cheat sheets, courses and other short-cuts to social media success can sometimes be helpful with some good tips, but they will never give you the thousands of engaged fans they promise. Here’s the thing. There is no magic bullet.

Your audience is unique to you. No one else.

Don’t get me wrong. There are ethical social media consultants who work alongside you and who can show you the ropes. There are also wonderful virtual assistants that know how to expertly utilize social analytics & can manage your social media channels for you. You’ll learn very quickly if they are providing you value.

Listen, your audience is unique to you. No one else. Promote your brand authentically and organically. Have conversations and dive into those built-in analytics I mention. THEY hold the magic you’re looking for.

Image of Deanna White of storylinePR holding camera

About the Author
Deanna White is owner and publicist for storylinePR, exclusive PR firm & marketing agent to Ottawa’s most talented fine art photographers.

Learn more and connect at www.storylinepr.ca
Follow Deanna on Twitter @storylinepr

Connecting the photographer & the audience

I’ve interviewed a few photographers for this post and I quickly came to the conclusion that most photographers a) have never written an artist statement or b) really…. REALLY hate writing them. Why? Because most artists visual thinkers. It’s hard for photographers to put their creative process, philosophy, vision and passion into words .

In this post, we share some tips on developing your artist statement. Specifically, why you should have one, where you will use one and how to write one.

What is an artist’s statement?

The artist’s statement is  an effective marketing tool that connects the photographer with their audience. An artist’s statement is not a resume, a biography, a list of accomplishments and awards or a summary of exhibitions or a catalogue of works.

It’s a short document written to provide a window into the photographer’s world. It enlightens and engages – giving the audience,  (potential buyers), an understanding of you and your motivation behind your work. It can be insight into a single photo or a collection of photographs. The important thing to remember is…  it’s a living document that can change because you change.

Why should you write an artist’s statement?

People who love a photographers’ work generally want to know more about the photographer. Your statement will help your viewers answer questions they may have about you. When viewers have answers, their delight in what you shoot increases, and they have more reasons to take your photographs home with them.

Here are a few questions you can answer to help craft one:

  • Why do you create the photographs you do and what does it mean to you?
  • How does the creation of your work make you feel? What emotions do you wish to convey?
  • If the statement refers to a specific photo or series, why did you choose to represent this photo in this way? What do you call the photo and why?
  • What inspires you? How are your inspirations expressed in your work?
  • What message are you trying to convey to the viewer?
  • How is your work a reflection of you?
  • What artists (living or dead) have influenced you?
  • What is your vision/philosophy?
  • What are your goals for the future?
  • What are your techniques and style and how do these relate?
  • How do your techniques and style relate to your vision/philosophy?

How long should my artist statement be?

The key here is to express how you feel and create a statement that stands on its own and represents your work. Remember that people usually don’t have the patience to spend a lot of time reading, so it’s better to err on the shorter side. One to three paragraphs – at most.

What kind of language should I use?

Keep your statement clear and concise. Avoid flowery language and “art-speak”. This only lengthens and weakens your statement. Use language that is comfortable to you, and let your words flow. Don’t be technical. Readers won’t care what equipment or post processing software you use. Leave details about tour gear out of it.

You’re an artist at heart, so some specific terms you may wish to mention in your statement are the elements of art (line, colour, shape, value, space, form, and texture), and the principles of design (balance, emphasis, movement, harmony/unity, pattern, rhythm, proportion, and variety). Source: How to Write an Artist’s Statement by: Melissa Wotherspoon

We started out by crafting press releases for Ottawa business fifteen years ago. Today we write artist statements and PR plans for Ottawa’s most talented photographers. From experience and a marketing perspective, the more you can relate to your audience, the better your chances are of selling your work.

Where and when will I use it?

This is a common question I get, (a lot).  Here’s several instances where you artist statement will come in handy…

Where will you use it?

  • In an exhibition
  • In conjunction with your biography
  • As a boiler plate in a news releases
  • In your brochures and/or printed marketing materials
  • On your blog,  website and social media

When you will you use it?

  • Approaching a gallery with an exhibition proposal
  • Entry Form for Competitions
  • Introducing yourself to potential buyers
  • Public speaking and networking opportunities as your verbal introduction
  • Talking to clients at a private view
  • Sales presentation by an agent
  • Publications writing about your work
  • Pitch to agencies


Want to be featured?

We’ll be featuring some of Ottawa’s most talented fine art photographers in upcoming Q&A style blog posts. Want to be featured? Contact us with the words “Blog feature” in the subject of your email.

About the Author
Deanna White is owner and publicist for storylinePR, exclusive PR firm & marketing agent to Ottawa’s most talented fine art photographers. Learn more and connect at www.storylinepr.ca