Freelance fine art photographer Duncan Caratacus Clark talks about how to build your portfolio and ensure that it gets seen.

1. Who are your clients / different portfolios /
knowing your market
Portfolio Categoization
Commissioned
Non-Commissioned
Personal
Arts Projects / Exhibitions
Market Segmentation
Fashion
Advertising
Editorial
Documentary
Fine Art

29. Number of Portfolio Options
Quotes from
Bill Cowger
I'm a commercial photographer and I have 5 portfolios... one
food, one architecture, one portraits, one products and one
all of the above. I have 3 sets, one for me and one for each
of my agents. I use Kodak photo books of about 20 pages
(40 sides) at around $35 each... photo quality is excellent.
Brijesh Patel
"I have one, divided into 4 sections :
portrait/interior/documentary/personal works. I use blurb to
create them...and update them every couple of weeks. The
cost and ease make it a great tool."
Chris Wray
I'm a Wedding, Portrait, and Commercial photographer and
so have 3 portfolio books, one for each segment of my
business.
"I have one, divided into 4 sections :
portrait/interior/documentary/personal works. I use blurb to
create them...and update them every couple of weeks. The
cost and ease make it a great tool."
Nick Dunmur
2 - strictly commissioned only, then non commissioned eg
project - edge lands, personal, dissemble books, portfolio -
Cathy Robert, London delta design studio.
£750 for two, slip case, embossed, books in same style gun
metal linen, one purple , one red.
General - Advertising & Commercial, rather do personal
work.
need to generate income so path of lease resistance, so time
& flexibility to do so.

30. Simon Leach
One main portfolio, a second as a backup, currently
undergoing a strategic re-evaluation.
Cheaper to print for only one.
Leather book with acetate sleeves to enable inter-
changeabilitly.
Portfolio sections: Very strong works at front, with campaign
and tear sheets / Commission at back.
Sections Covered: Fashion - Presented as separate images
or stories
Still-life.
Wishes to become know for a specific style, with he is
currently working on, the style will evolve over a career,
Advice: Keep testing and shooting. (Testing means: Personal
work.)
Another body of work currently with no portfolio is his
Landscapes material = "Personal Work" – He calls it his
"Head space work", will be added to his website, but not
portfolio. Shot for himselfand not a commissioning tool.
Keep portfolio concentrated and not diluted by too general a
mixture. Keep focused.
Transition to a different place.
Talk the person through yes & no, ask them

129. Using social media or networks/ flickr, behance,
etc

133. Email & Web Skills
Presentation Preparation
Managing Agreements & Spreadsheet Development
Contracts
Word Processing
Administration
Purchasing Products or Services
Contacts & Purchasing
Getting Right Services & Preferred
Suppliers
Business Planning
Managing Complaints & refunds
islation
Awareness of external working
environment
Time Management
Business Operations
Practitioner Skillset
Project Management
Developing Yourself
Networking & Partnership
development
Personal Development
Keeping up with sector Specific
Knowledge
Seeking Help & Advice
Self Appraisal & Evaluation Overs
Sub-Contracting & Out-sourcing
Plan year
Making & Negotiating Deals
Organize Sa
Insurance, T
g what a client wants
Pension
Customer Services
ing & Retaining Sta!
Cash Flo
Marketing Plan for Product, Expenses Ma
Financial Management
vering a good service Service or Business
Budget Mana
ating, Agreeing &
Brand / identity Development
ing Budgets & Briefs
Marketing & Communications
Financial Ta
nding to Complaints
Positive Image presentation
through E!ective Communication
Keep Financ
valuating Customer
Presentation methods
Invoice Prep
Chase Payments
Developing an Advertising Plan

134. Event Title: Building your portfolio as a photographer
Introduction
In an ever competitive industry, a professional photography
portfolio is essential to impress and get the work you need.
Find out how to build your portfolio and ensure that it gets
seen, tailoring your work for different clients and what a good
portfolio can lead to.
Language of Photography
A metaphor or two:
Fishing - " Your portfolio is the bate. Are you Crocadile
Dundee,"
Marine Biology -"What sort of fish are you?"
(Marine biology is the scientific study of living organisms in
the ocean or other marine or brackish bodies of water." -
Wikipedia)
"A Portfolio is a manifestation of one's awareness and
perhaps the stage of one's career. An outward expression of
one's passion, comprehension, intelligence, expectation, and
past and present talent."
The Importance of "Working On your Business, not in
it!"
"Dare to be you"
In this age of ego and fashion it is easy to be intimidated into
being a sheep. Through exploring oneself one can find a new

135. way of approaching life with a greater contentment - Get a
therapist!
1. Sales and Marketing Process Overview
The importance of Market Research and building trust.
The buyer is God - What does the client want, help them
get it.
1. 1. Who are your clients
1. 2. Knowing your market & Databasing - Storage of
Knowledge.
See Notes
2. Web Design & Portfolios
See Notes
ROI - Return on investment
Different Website types
3. The portfolio and presentation meeting
The Portfolio
Artworks verses Images, 2D v 3D
Portfolio De-construction
Chronology of images.
Choice of Print Size,
Number of Prints
Production process type, C-type, R-Type,
Digital Print
Cost of Production
3.1 Number of Portfolios / Different portfolios

136. Style of Portfolio - Box, Book, Metal, Wood,
Archival
The Meeting
Purpose of Presentation - Are you selling or
researching?
Method of Presentation and Delivery to the client.
When to present a portfolio
How long to Present for.
Who is the Decision makers in the purchasing
organisation
What is the sale for - Amass as much detail before
the meeting.
Managing Expectations
Mirroring Body Language - Formal / In formal
Dress Code for the meeting
Negotiating a potential sale and a further meeting
What environment to chose to show the portfolio in.
Should you talk the client through the appraisal or
keep silent.
Legal issues - Copyright, Leaving Portfolios with
Client / Collector, Delivery Notes
Portfolio Example:
3. 2. Simon Leach,
3. 3. A/B Nick Dunmur
3.4 The Italian Cultural institute -
Photographic Archive - Conservation
3.5 Negative Archiving - maintaining
High Standards
Portfolio reviews / expert opinions
Rubbard
AOP
Other Leading photographers

137. 4. Using social media or networks/ flickr, behance, etc
See Notes
5. Career Professional Development
What can you do for free
How to get experience
Testing throughout your career