Selling Your Photography as Fine Art

A 6-week live online course to help you transform your photographs into fine art works … and get them hanging on real walls.

If you’ve ever imagined seeing your photographs hanging proudly in someone’s home, office or commercial space – and being paid real money for them – this course is for you.

Selling Your Photography as Fine Art is a live, six-week learning experience where I’ll show you the principles, techniques and systems I’ve used and developed over the past 20+ years to build my fine art photography business, sell limited editions around the world, and run my own photography gallery.

You’ll come away with a clear, practical approach for marketing and selling your photography as fine art – all without feeling salesy, without guesswork, and without needing a huge social media following.

Discounted Early Registration of just £425 is available for a limited time…
Register now to secure the lowest price this course will ever be offered at!

If you're going to register, don't wait…

Discounted Early Registration Ends at Midnight on 30th November!

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This experience is for you if…

You’re a serious photographer. You care deeply about your craft. You’ve invested in good gear, workshops, maybe even distinctions and certifications.

Friends tell you your work is “gallery quality”.

You’ve thought about exhibiting, maybe tried selling a few prints.

But you’re still asking yourself:

Where do I actually find buyers for fine art photographs?
How on earth do I price my work so it feels fair… yet confident?
What size editions should I offer? What papers? What framing?
Should I approach galleries, interior designers, art consultants … or go direct to collectors?
How do I present my work so people take me seriously as an artist?

And, perhaps most importantly:

How do I turn all of this into a simple, repeatable system that fits my lifestyle?

If this sounds like you, you’re exactly who I created this course for.

Why great photographers struggle to sell fine art

Here’s the truth I’ve seen over and over again, in my own career and with countless photographers I’ve worked with.

It’s not enough to:

Make compelling, beautiful images
Know your way around post-processing software
Have a nice website and social media profiles

The fine art market is a different world with its own rules, expectations and unspoken codes.

Without guidance, it’s confusing. You end up:

Guessing at prices and feeling awkward talking about money
Printing random images in different sizes and editions
Entering competitions and open calls with little result
Hanging work in cafés or offices and never hearing from buyers
Feeling like an impostor around galleries and serious collectors

The problem isn’t your talent.

It’s that nobody has ever shown you how art sales actually work in a structured, transparent system that you can follow.

That’s exactly what this course is designed to do.

Introducing the Photocraft Selling System

Over more than two decades of selling my own photographs as fine art—through galleries, directly to collectors, online, at fairs and events—I’ve developed a practical approach to selling artwork, grounded in proven principles.

In Selling Your Photography as Fine Art, I’ll guide you through the Photocraft Selling System, a step-by-step framework to help you:

Develop a coherent body of work that buyers and curators can understand and relate to
Identify and reach the right audience for your photography
Use digital marketing intelligently
Work confidently with galleries, dealers, publishers and designers
Present professional portfolios and project proposals
Participate in fairs and live events so they become profitable, not just expensive days out

You will a practical system so that when someone loves your work, you know exactly what to do next.

What you’ll be able to do by the end of the course

By the end of the six weeks, you will:

Have a clear, written description of your fine art positioning and body of work
Know how to confidently price your photographs and create editions and presentation options with confidence
Understand exactly which buyers, venues and channels are right for your work
Begin creating a professional portfolio or project presentation ready to share with galleries, dealers and designers
Know how to run a simple, ethical marketing programme that fits your personality and schedule
Have a practical plan to get your work onto walls during the next 6–12 months

Most importantly, you’ll stop wondering if it’s possible and start working to a straightforward plan.

How the course works

Six live online classes
- Weekly sessions over six consecutive Wednesdays
- Each class is around 120 minutes, including time for live Q&A
Class dates: Wednesdays from 21 January – 25 February 2026 at 7 pm UK time
Total training time: approx. 12 class hours, plus homework
Lifetime access to replays and updates as long as the course exists
Downloadable resources – templates, checklists, scripts and more
Access to a supportive online community of photographers on the same journey
Optional VIP upgrade for 1-to-1 guidance (limited spaces available)

Everything is delivered online, so you can join from anywhere in the world.

Each week's material builds on the last, and the total combined workload is designed to fit into about 5 hours per week – ideal if you’re balancing photography with a demanding career and personal obligations.

The Curriculum:
6 weeks to a real-world selling system

Below is the current outline, which is subject to change before the course begins. As a member of the founding student cohort, we can refine the content together and tailor lessons to your specific needs.

Week 1 – 21st January
Body of Work: From “Nice Shots” to Collectible Art

We;ll start with the foundation: your photographs.

You’ll learn how to:

Define and organise a coherent body of work that feels like you
Choose themes and projects that resonate with buyers and curators
Select and sequence images so they make visual and emotional sense
Decide which pieces belong in your fine art offering and identify those that don’t (yet)
Begin positioning your work in a way that feels authentic and confident

By the end of this session you’ll have a clear idea of what you’re actually offering the world as fine art.

Week 2 – 28th January
Audience Building: Finding Your Buyers, Online and Offline

Not everyone is your buyer—and that’s a good thing.

In session two, we’ll cover:

Who actually buys photographic art, and why
How to identify your own ideal collectors, designers and venues
Simple ways to start and grow a warm audience without endless posting
How to talk about your work so people instantly get it
How to nurture interest over time so that sales feel natural, not forced

You’ll leave with a practical plan for steadily building an audience that values what you create.

Week 3 – 4th February
Digital Marketing for Fine Art Photographers

This is not about becoming a content creator, influencer or chasing likes.

Instead, we’ll focus on creating efficient, targeted marketing that serves your art by:

Choosing the core channels that work for you
How to talk about your work online without feeling cheesy or fake
Simple, ethical ways to invite people to buy, and following up
Basic email strategy for photographers who are serious about selling their work
How to combine your online presence with exhibitions, fairs, and in-person opportunities

The aim here is to give you enough marketing skills to make sales, without it taking over your life.

Week 4 – 11th February
Portfolios & Presentations: Showing Your Work Like a Pro

Strong work can be overlooked if the presentation is weak.

This session focuses on:

Crafting a professional fine art portfolio (digital and print)
What to include (and what to leave out) in a portfolio or project pitch
How to write simple but effective artist statements and captions
Presenting your work on your website and in PDFs for galleries, dealers and designers
Practical tips for editioning, sizing, materials, and framing options

You’ll finish with a clear structure for your portfolio and the confidence to send it.

Week 5 – 18th February
Fairs & Live Events: Getting Your Work on Walls

Fairs, open studios and live events can be incredibly rewarding – or painfully expensive.

In the final week we’ll cover:

When you’re ready for fairs and live events – and when you’re not
How to choose events that actually attract your ideal buyers
Budgeting, planning and pricing for profitability
Designing a stand or exhibition that draws people in
How to talk to visitors, follow up and turn interest into sales

You’ll complete the course with a grounded strategy for getting your work into the world – on walls, in collections and into people’s lives.

Week 6 – 25th February
Dealers & Publishers: Working with the Gatekeepers

Galleries, dealers, publishers and art consultants can be powerful allies if you approach them the right way.

You’ll learn:

The different types of art world intermediaries and which might suit your work
What galleries, dealers and consultants are really looking for
How to approach them professionally without feeling like you’re begging for approval
How representation, commission and consignment typically work
How to protect yourself with clear agreements and boundaries

We’ll also discuss interior designers and art consultants – a growing market for photographic art.

Tools, templates and resources you’ll get

Throughout the course you’ll receive a library of practical tools, including:

Pricing guides and calculators for editions, sizes and presentation options
Email and enquiry scripts – what to say when someone shows interest
Portfolio and project templates for galleries, dealers, designers and direct collectors
Checklists for exhibitions, fairs and live events
Contracts and agreement templates for consignment, representation and commissions
Worksheets to clarify your body of work, audience and offers

You don’t have to invent any of this from scratch. You’ll adapt proven structures to suit your work and your way of doing things.

Lifetime access: Grow with the course

When you register for Selling Your Photography as Fine Art, you get:

Lifetime access to all the training videos and course materials, for as long as the course exists
Future updates to the curriculum and resources at no extra cost
Ongoing access to the course community, so you can stay connected with other serious photographers on the same journey

You can revisit the content whenever you like, which will be especially useful as your work evolves and your opportunities grow.

Two ways to join: Standard and VIP

Standard Enrolment

Perfect if you’re self-motivated and happy to apply the material yourself.

You get:

Access to all six live classes
Lifetime access to all replays and resources
Access to the online community
Email support for any technical or access issues

VIP Upgrade: Limited Spaces

If you’d like direct, personalised guidance from me during the course, you can apply for the VIP Upgrade.

In addition to everything in the Standard programme, you’ll receive:

Six private 1-to-1 sessions with me (one each week during the programme)
Personalised feedback on your body of work, pricing, portfolio and offers
Tailored advice on galleries, designers, fairs and marketing based on your specific goals

This is the closest thing to having me as your personal consultant while you build your fine art strategy.

Application for VIP Upgrade Opening Soon

Your Investment

For the complete six-week programme, including all resources and lifetime access:

Standard Price: £675
VIP Upgrade: Standard course fee + £495 (for six private sessions)

Early Registration discount
For a limited time, you can join the Standard programme for £425 – over 33% off the standard price!

This early-bird rate is available through 30th November 2025

After the discount period ends, the registration fee will increase to £675.

Payment plans may be available, so you can spread the cost. Contact me for details.

21-day Guarantee

I want this to be a confident, straightforward decision for you.

Here’s my promise:

Attend the first live class. Watch the replay if you can’t make it live. Do the initial assignment.

If within 21 days of the first class you decide this course isn’t right for you, simply email my team and I’ll refund your course fee in full.

No hard feelings, no hoops to jump through.

I’m committed to working with photographers who are ready to apply what they learn. If that’s you, I’m confident you’ll find tremendous value here.

About your instructor

Hi, I’m Nat Coalson.

Back in 2003, I set myself a goal:

to earn my living from photography by creating work that people would want to live with every day.

Not client assignments. Not stock.

Fine art photographs on real walls.

Shortly after, a gallery in Colorado sold one of the first canvas artworks I’d made from my own photograph. That sale changed everything. It showed me what’s possible when your work connects deeply with someone – enough for them to invest in it.

Since then, over more than 20 years, I have:

Sold photographic artworks to private and corporate collectors around the world
Become an Epson UK Ambassador and Adobe Certified Expert in Photoshop and Lightroom
Written several books on photography, published internationally by Wiley
Founded and run Gallery Photiq in Leamington Spa, representing photographic artists from the UK and beyond

I know first-hand how confusing and frustrating this journey can be.

I’ve also seen how transformative it is when photographers gain clarity and structure around selling.

With Selling Your Photography as Fine Art, my aim is simple:

To give you the knowledge, skills and resources I wish I’d had when I started, so you can move faster, with less stress and more confidence.

I’ll be walking the path with you throughout the six weeks!

What my students say

“I attended Nat Coalson's workshop Photography as Fine Art and found it to be an excellent course. Nat walked us through points all the way from seeing and defining your own work and style, through practical demonstrations of printing. Nat is very knowledgeable and his presentation style is comfortable, friendly, open and professional …You cannot get a better presenter to show you the way to go.”
Catherine K., Leicestershire, UK

“Nat Coalson was recommended to me as someone that would listen to my desires, review my work and then make recommendations that would help me build a partnership that would produce images I’d be proud to display in my home and gallery. Without question, Nat’s lived up to his recommendation. His attention to detail and gentle guidance has been priceless to me.”
Ray Beair, Austin, Texas

“Nat’s talk was one of the most articulate, thoughtful, interesting and inspiring presentations we have ever had at our club—and I’ve been a member for over 35 years. There is no question that Nat’s understanding of human nature and our psyche has made him such an intuitive and inspired photo artist and why he produces dynamic, eye-catching art. The section of his talk that covered ‘The Elements of Design’ were so instructive. Following his talk, most of our members couldn’t wait to get out there with a camera to capture the world!”
Ashley Franklin, Chairman / Programme Secretary,
Derby City Photographic Club, UK

“I have thoroughly enjoyed the personal photography sessions I have had with Nat. Not only is he personable but knowledgeable in the field of photography, he adapts very well to all skill levels in a group and makes sure he pays attention to the matters or questions at hand. I learned a lot about my own 'eye' and style…”
Chanel Podell, Colorado USA

Frequently Asked Questions

Is this course right for me if I’m not a full-time professional?

What level of photography experience do I need?

Will this work if I’m outside the UK?

How much time will I need each week?

What if I can’t attend the live sessions?

Do I get 1-to-1 feedback on my work?

Is there a certificate?

What if I decide the course isn’t for me?

Ready to start selling your photography as fine art?

You’ve spent years developing your craft.

You know your work deserves more than likes and polite compliments.

Imagine:

Seeing your photographs hanging in homes, offices and galleries
Hearing from buyers who tell you how much your work means to them
Knowing exactly how to price, present and offer your art, without second-guessing yourself
Having a clear, practical plan for the next 6–12 months to grow your fine art sales

That’s what Selling Your Photography as Fine Art is designed to help you create.

Early registration discount is available until 30 November 2025. After that, the price increases to the full rate.

If you’re ready to take this seriously and you’d like an experienced guide walking with you, I’ll be honoured to work with you.