1 Develop a great portfolio. The suggested minimum content is four professional 8 by10 photos of a man, woman, child and multiple subjects. Choose an attractive binder and include a price list and contact information.

2 Develop an accurate price list. Remember to be aware of the portrait environment in your geographical area and what work similar to yours is selling for. (If you need help determining prices, contact the ASOPA office.)

3 Have as many samples of your work as possible. You can display them in homes of family and friends, and prominent shops in your community. Samples are also vital if a portrait agent chooses to represent you. Agents use your samples to promote your work to potential clients.

4 Have attractive brochures and postcards printed. Use these to mail to potential clients and to hand out to people you encounter daily who might be interested in a portrait. Printing companies that use Digital Color Printers, such as Indigo Presses, are ideal for short color runs on all weights of papers and cards. You can even do several portrait samples on one press sheet, which is then cut apart.

5 Keep a small 3 by 5 or 4 by 6 portfolio in your purse or briefcase. You can purchase a small plastic photo album in any discount store like Walmart. If the subject of portraiture comes up, or if you feel the conversation leading in a portrait-friendly direction, take out the portfolio so people can see your work.

6 Offer to do portraits of family and friends. This will help you increase your painting skills, provide you experience working with people sitting for portraits, and also help you create much needed samples for use in self-promotion. Also, family and friends' portraits will be seen by their friends when they come to visit.

7 Participate in art fairs and shows. People in a wide geographical area will be able to view your work. Make sure you have plenty of brochures containing good images of your work, your prices, contact information, etc., available to pass out.

8 Donate a portrait to a civic organization to be used in an auction or a drawing. This is a great way to get people in the community familiar with you as a portrait artist.

9 Offer to do a portrait of a prominent shop owner (jewelry, children's clothes, etc.) in your community. In exchange for doing the portrait, ask to hang the portrait in the shop for customers to see. If necessary, offer a percentage of your portrait sales as a result of the display.

10 Have an art show in your home or the home of a well-known person in your community. Choose a date that does not conflict with major events in your area (charity balls, high school athletic activities, fundraisers, etc). Select appropriate portions of your mailing list to invite. Have a simple professional looking invitation that includes a sample of your work and contact information. Display several portraits and serve refreshments.

11 Find someone that is well connected with many people in your area, preferably someone who has friends and acquaintances with children. This person can act as a sponsor for you. He or she can talk to people about your work, show your samples, and host art shows in his home. In exchange for the services this sponsor provides, offer 10 to 20 percent of each commission to the sponsor, or offer a free portrait.

12 Get the names of all CEOs and members of the boards of all corporations in your state. You can probably find these names in annual reports printed by these companies. Once you have their addresses, mail a brochure and a brief letter of introduction to them. Follow up with a phone call to make sure the proper persons received the materials. Whenever possible, set up a meeting between you and the executive. Dress professionally and take your portfolio. Remember to be aware of the executive's busy schedule and make your presentation to him/her brief but complete.

13 When unveiling a portrait, especially a portrait of a corporate executive, make sure to take advantage of the people gathered around and have your brochure or business card available to pass out.

14 Make good use of your old client list. Mail past clients Christmas cards and birthday cards. Contact them at least once a year and ask if they are interested in another portrait or if they might know someone who would be interested in a portrait.

15 Attend portrait art seminars and events. This gives you great exposure to what other portrait artists are producing and allows you to network with them. You will learn of new ways to increase your productivity and skill, and will have the opportunity to meet portrait agents.

16 Develop an accurate target market and develop a mailing list. You might start by including doctors, lawyers, dentists, accountants, business owners and CEOs in your area. Include families that have small children, or grandparents that may wish to have their grandchildrens' portraits done. Also include in this list your family and friends, church and club members, professional associates, and anyone you have been involved in during your career.

17 Develop press releases any time you get an important commission, win an award, lead a seminar, go on a career related trip, attend a class, schedule a gallery exhibit or have an opening in someone's home. Make sure you write the most important information in the first several lines and include a photograph of the commission or of yourself.

18 Get accepted by a portrait agent. Portrait agents will show your work in national advertising and other publications. The agent's sales representatives will promote your work and provide personal viewing of your work on a daily basis.

19 Advertise. Choose magazines like Veranda, Southern Accents, Creative Needle or Florida Architecture. Determine the financial requirements to advertise at least one full year in a publication. Once you feel you have the required capital, have professional photographs taken of your work and design an attractive ad. Make sure the contact information is complete and detailed. When potential clients begin calling, respond promptly with an information packet on your work. Follow up with phone calls.

20 Develop a web site. Make it simple, attractive and easily navigated. Have excellent examples of your work in images that are clear and easily viewed. Seek professional help when setting up the site, and make sure you submit the site to all major search engines.

Return to publications index _________________________________________________________________
SOURCES:
"Marketing Art," by Linda Weaver. The Portrait Signature, Fall 1999, pp. 15-17.

"Corporate Portraits for Posterity," by Michael Del Priore. The Portrait Signature,
Fall 1998, pp. 19-20.

"When Advertising is Not in Your Budget," by Deloris Boyle. Professional's Inside Tips,
January 1996.

"Points to Ponder in Portrait Promotion: Magazine Advertising," by Margaret Carter Baumgaertner. Professional's Inside Tips, May 1998.

"Launching an Art Career," by Gordon Wetmore. The Portrait Signature, Summer 1993, pp. 3-4.

"The Artist and the Internet," by Cynthia Daniel. Professional's Inside Tips, February 1998.

"Selling Your Art at Home," by Carole Katchen. The Artist's Magazine, May 1997, pp. 30-27.

"Portrait Brokers: Are They for You?" by Jennifer F. Williams. The Portrait Signature, December 1993, pp. 9-10.