Portfolios That Sell

by Oppenheim, Selina

• ISBN13: 9780817455439
• ISBN10: 0817455434
• Format: Paperback
• Copyright: 2003-06-01
• Publisher: Amphoto

Summary

It used to be that art directors, creative professionals, and producers hired talent based on reputation, networking, and personal relationships. Today's ultracompetitive business climate is vastly different. Art buying is now more project-oriented. Art directors and creative professionals now must review portfolios with their clients before making any hiring decisions. Since most photographers are self-employed, hiring a photo rep is an expense that cuts dramatically into an already-tight bottom line. So now more than ever, showing a "killer" portfolio that communicates a clear vision can mean the difference between winning projects or just sitting on the sidelines. InPortfolios That Sell, veteran consultant and lecturer Selina Oppenheim reveals how to create an innovative, competitive, and effective portfolio that will get attention from any potential client. Based on her 20-plus years of consulting with scores of photographers, graphic designers, and illustrators, Oppenheim demonstrates how today's commercial photographer can communicate expertise, experience, and creative vision clearly and intelligently through a well-executed portfolio. Packed with a wealth of no-fail tips and practical advice for effective marketing, self-promotion, and client relationships, Portfolios That Sell is an indispensable guide for the photographer who wants financial as well as artistic success. Filled with scores of high-quality images taken for real-life clients Presents important information about a timely, practical subject A unique look at the business strategies as well as the artistic concerns of preparing a winning portfolio

Author Biography

Selina Oppenheim was one of the first consultants for visual professionals in the country, consulting with photographers, graphic designers, and illustrators for over 20 years. She is president of Port Authority, a Boston area–based marketing firm committed to creating strategic programs that enable clients to build businesses around their individual, creative, and financial goals. She lives in Boxborough, MA.

Table of Contents

Preface	p. 7
Introduction	p. 10
Developing Your Visual Integrity	p. 17
Working Your Portfolio	p. 22
The Habits of Today's Buyers	p. 24
Market a Single Vision	p. 25
A Portfolio Exercise: Learn by Seeing	p. 28
Elaine Brown on Vision	p. 29
Creating a Positioning Statement	p. 31
How to Write a Positioning Statement	p. 32
A Portfolio Exercise: Create Test Images	p. 35
Using Your Images as a Guide	p. 36
Market Application: Know What the Market is Buying	p. 41
Editorial	p. 42
Advertising	p. 44
Corporate Photography	p. 45
Secondary Markets	p. 48
A Portfolio Exercise: Investigate Your Market	p. 48
Editing Existing Images	p. 51
Apply Your Positioning Statement	p. 52
A Portfolio Exercise: Assess Existing Images	p. 54
Determine How Many Images to Add	p. 54
Two Industry Voices	p. 57
Creating New Images	p. 59
Rounding Out Your Message	p. 60
Steps to a Successful Shoot	p. 62
Working Through Creative Blocks	p. 67
A Case Study	p. 68
Tips for Working Through Creative Blocks	p. 71
Performing a Final Edit	p. 73
Step-by-Step Editing	p. 74
How Much Is Too Much?	p. 77
Arranging Your Portfolio	p. 79
Chromes vs. Prints	p. 80
Choosing the Right Layout	p. 81
Single Image	p. 82
Double-Page Spread	p. 82
Using the Spread Format	p. 84
Storytelling Approach	p. 85
A Portfolio Exercise: Placement of Images	p. 87
Production Choices	p. 91
Digital vs. the Darkroom	p. 92
Paper Choices	p. 96
A Portfolio Exercise: The Paper Test	p. 97
Determining the Size of Your Images	p. 98
The Physical Portfolio	p. 101
Post-and-Bound Portfolis	p. 102
Accordion-Style Portfolios	p. 103
Unbound Portfolios	p. 104
Cover Options	p. 106
Boxes	p. 106
Pre-made or Handmade Books and Boxes	p. 107
Working with a Professional Book Builder	p. 110
CD Portfolios and Web Sites	p. 111
Tearsheets	p. 113
Tear Section or Tear Book?	p. 115
Housing for Your Tearsheet Book	p. 115
FAQs on Client Lists	p. 119
Using Your Portfolio as a Marketing and Sales Tool	p. 121
The Portfolio as a Marketing Tool	p. 122
Preparing for a Personal Visit	p. 123
The Portfolio as a Sales Tool	p. 125
Branding Your Work	p. 125
Direct Mail	p. 126
Email	p. 129
Web Sites	p. 130
Sourcebooks	p. 130
Building a Second Portfolio	p. 133
Tools for Success	p. 134
Commitment	p. 135
Appendices	p. 138
Index	p. 143
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