january 2007 - Professional Photographer Magazine

PROFIT CENTER
There is much more profit in helping your
clients become happily invested in wall
portraits than in any other type of
photography. Remember, you sell what you
show, so show wall portraits!
Whether your business is in your home, a
retail space or an office building, you want
your wall displays to look as they would in a
client’s home. You want prospects to clearly
envision how your fine photography will
look on their own walls. You want to display
a variety of framed work, but not so many
that the space looks like a gallery.
The smallest image on display anywhere
CHARLES J. LEWIS, M.PHOTOG.CR.
The writing's on the wall—selling large portraits makes
the difference between so-so sales and super sales.
Show to sell
40 • www.ppmag.com
in your studio should be 24x30 inches. Each
displayed image should be on its own plane in
its own space. If you have a long wall in your
studio and want to display two or three
appropriately sized wall portraits in that
space, use a design element such as an
indoor tree to separate them.
In showing clients their portraits, project
the images into a frame hung over a sofa
or loveseat. You don’t want your projection
to look like a slide show, but like a fine
portrait on the wall of a home. Demonstrate
how people do invest in large portraits
and display them proudly in their homes.
Show them how wonderful it looks.
If you want your clients to invest in wall
portraits, don’t create super close-up portraits.
Your images might be sensitive, wonderfully
lit and beautifully composed, but the overall
image will lose its impact if the subject’s
features are much larger than life-size.
For effective large portraits, try photographing
the subject three-quarter length,
from the top of the head to about the knees.
Show the subject’s hands. This composition
is still beautifully artistic, and looks perfect
in a 24x30- or 30x40-inch frame.
Flower arrangements on the tables, little
trees and other attractive greenery placed in
your studio contribute greatly to making the
space feel homey, helping clients visualize how
beautiful your images will look in their home. ■
Go to www.cjlewis.com for more of Charles
J. Lewis’s tips on business success.