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Selling Your Photography as Fine Art

A comprehensive online course to help you transform your photographs into fine art works 
 and get them hanging on real walls.

If you’ve ever imagined selling your photographs to hang proudly in someone’s home, office or commercial space this course is for you.

Selling Your Photography as Fine Art is my six-part, self-paced learning experience where I’ll show you the principles, techniques and systems I’ve used and developed over the past 20+ years building my fine art photography business, selling limited editions around the world and running 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.

ÂŁ675 - Now only ÂŁ197 for a limited time

Payment plans available

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First Module Coming 28th January

Time is limited 
 register today!

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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
 but also conveys high value?
  • What edition limits 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 enhances my life?

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

Why great photographs don't sell as 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 art market has its own rules, expectations and ways of doing things.

Without guidance, it’s really confusing. You could 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 your work in cafĂ©s 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 and directly to collectors online and at fairs and other live events—I’ve created 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 learn a practical system so when someone loves your work, you'll 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 to create editions and presentation options with confidence
  • Understand exactly which buyers, venues and channels are right for your work
  • Begin creating a professional portfolio and 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 in the coming year

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

How the course works

  • Six online modules released from 28th January
    • Each module is around 120 minutes
    • Watch at your own pace
    • One new module will be released approx. every week
    • All modules will be available by the end of March 2026
  • Total training time: approx. 12 class hours, plus exercises and homework assignments
  • 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

Course fee now only ÂŁ197 for a limited time

*Optional VIP upgrade (limited spaces available) only £295
6 hours 1-to-1 personal guidance with Nat

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

Register Now - Spaces are limited

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 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 – the professional market for photographic art.

This course gives you all the crucial skills

Including:

  • Developing and curating a powerful body of work
  • Printing, mounting and framing your images
  • Pricing prints and working with editions
  • Selling online and offline
  • Building and nurturing your audience
  • Increasing your visibility in the marketplace
  • Crafting a compelling narrative and telling engaging stories
  • Integrating social media, website and email
  • Showing your work in fairs and festivals
  • Entering competitions and juried exhibitions
  • Working with galleries, consultants and publishers
  • and more

Tools, templates and resources

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.

Register Now for ÂŁ197

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
  • All for only ÂŁ197 (payment plans available)

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.

VIP Upgrade - Applications Opening Soon

Your Investment

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

  • Limited time Special Price: ÂŁ197
  • VIP Upgrade: Standard course fee + ÂŁ295 (for six hours of private sessions)

 Payment plans are available so you can spread the cost. Contact me with any questions.

Register Now

21-day Guarantee

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

Here’s my promise:

Watch the first class module. Do the initial assignments.

If within 21 days after you complete the first module 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

 

When I first chose to focus my business and life on fine art photography, I reckoned it would be straightforward. I create beautiful pictures, offer them for sale online and in galleries, and people would buy them. Simple enough, eh?

Since 2003, I've learned that selling art is not easy. And selling photography as art might be the most challenging of all. But it is achievable.

Through research and learning, trial and error, over the past 20+ years I have:

  • Sold hundreds of 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 course!

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

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.

If you’re ready to take this seriously and you’d like an experienced guide walking with you, register today.

Register Now for Only ÂŁ197