How to Sell Your Photography to Magazine Editors

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Selling is an art that some of us have and others of us fail at rather miserably. It is almost an art form and one many photographers do not grasp until well into their career. Learn to do it right from the beginning and save yourself the frustration and heartache of missed opportunities!

A good cover letter presented properly will get you assignments guaranteed. The best photographer in the world will not sell a photo if first, he does not try but waits for the business to come to him and secondly, by not adhering to the rules when contacting magazine editor and art directors.

The first step is the cover letter (called a query letter in non-fiction writing but essentially the same format). A few general rules are that it cannot be over one page – ever! Any longer and it will be tossed on the ‘reject’ pile. It should be printed cleanly on bright white paper in black ink without embellishments or ‘cutesy’. The cover letter is not the place you want to flex your creative energies or try something that breaks tradition. Traditional also means using standard business letter format and a Times New Roman or similar font.

The first paragraph should be a brief introduction that adequately demonstrates you have read the magazine i.e. the feature on the Kodiak bear was amazing. Do not be too gushing or again, it will end up in the reject pile.

The second paragraph should be a quick synopsis of your photography and how it pertains to their magazine. For example, if it was a nature magazine you were contacting, stating that you travel extensively and spend much of your time backpacking would be perfect. If it is a regional nature magazine, you want to demonstrate your familiarity with the area by listing a name of something special you have photographed in that area. You then want to introduce the images you provided and, ideally, they should be the ones of that special spot you already mentioned. Point out any special features such as a vertical shot that would be ideal as a cover shot for example. Mention the tear sheets (examples of previously published work) that are included in the package and the SASE so they are able to return the photographs (you want them to keep the tear sheets for their files!).

The final paragraph should be a summation and that you have a portfolio available for viewing. Thank them for their time and close the letter professionally.

How you package the cover letter with the images is up to you to a point. Again, the packaging should be clean on bright white paper or envelope and the all pieces must be labeled with your name. Printed photographs should have your business label on the backside and be large enough to demonstrate the work properly but not too large to be difficult to manage – 8” x10” is large enough. This introduction should be completely professional with nothing that is going to take away from the photography. There is no need to direct them to your website but make sure you include the address along with your email and physical address at the top of the letter.

Once the introduction is made, marketing tools such as postcards can be sent several times a year to your name stays in front of them.

Steps to remember:

• The SASE – never forget your self-addressed stamped envelope. Even if you do not want the materials back, always include it as often that is how the editor or art director will contact you about your work. International shipping coupons are available at your local post office.
• Do not send originals – never send originals you want back just in case they get lost
• Do not send over-sized envelopes or over package – too much tape looks unprofessional but it also can be a pain in the butt and you never want an editor to think of you that way!
• Label, label, label – everything in the package should be labeled
• Do your research! When addressing the envelope, make sure it is going to the right person. If the photographer’s guidelines say no email solicitations, no not email the person. Read the magazine, look at the galleries, ads and website and be familiar with the tone of the magazine or company.
• Make sure your cover letter is enticing and good at selling your work. Only include ideas that are slanted towards that magazine
• Follow up with submissions with an email or postcard several times a year
• If you get the opportunity for a face to face meeting to show your portfolio, have something to leave behind like a oversized postcard or package with your contact info

This first introduction is vital but in many ways, the strict format that must be followed takes away much of the difficulty in putting together a proper package.

Author Anne lockly
Copyright ©2008 picturephotosoncanvas.com

Tags: How to Sell Your Photography, Photography Business, sell photos, sell prints

2 Comments to How to Sell Your Photography to Magazine Editors

1. 

   great article. I’ve never been published but have always wanted to try. Now I have a good starting off point
Nick Nieto on November 6th, 2008
2. 

   An invaluable resource are the Photographer’s Market books that are published each year and list every publication and who to contact.
Jena Ardell on November 7th, 2008