Should I create photo books, and how should I approach them?

Yes, create photo books—they’re extremely powerful sales and marketing tools that work in multiple ways. A book on someone’s coffee table drives desire for wall prints, and wall prints drive desire for the book. Books have a unique impact on viewers who spend time with them repeatedly. You can start small with limited runs and test the market. Consider both macro topics (regional collections) and micro topics (individual neighborhoods or landmarks). For local photographers, create books specific to towns or areas and approach local shops about carrying them as location-specific memorabilia. You can even pre-sell books by showing a prototype and offering early-bird discounts to gauge interest before printing. Don’t let perfectionism stop you from publishing—just ship it and see what happens.

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Asked by a photographer considering creating a photo book · Answered by Patrick Shanahan and Derek Emge · art-marketing-podcast · 2024-09-06