Marketing Photography:

What is a Query Letter??
by Bob Grytten

The query letter is a way to get your photographic work published - and it can even bypass competition.

While a striking photo may win awards and sell big at art shows, for publication, editors buy what they need, not just what they like. If the purpose of an image is to draw attention to an article, it must be the right one. How does one find out?

Well, one can subscribe to a service that publishes a list of photo buyers. Two good ones are Photosource International, 800/624-0266, and The Guilfoyle Report, 212/929-0959. But those lists also go out to many other photographers, so be prepared for some competition, and the photo requests can be quite specific, so you may not find a match for your images right away.

Another approach is to query the editor of a magazine with a story idea. A good source of magazines is The Photographers Market and its accompanying annual publication The Writers Market. Both are usually available through local book stores or by contacting the publisher directly at F & F Publications, 1507 Dana Ave., Cincinnati, OH 45207, U.S.A., 800/441-3344. Once your idea is accepted you will have full control over the images used, as well as the story content. And if you aren't a skilled writer, don't let that hold you back. You can always work with a writer or develop your own skills. A Photographer/Writers Registry is published by F/8 and Being There, 813/934-1222.

In either event, the query letter is a great way to market your work as well as tell the-rest-of-the-story. After all, who knows better than the photographer what else was going on at the scene. Often, writing is nothing more than just a telling of the events. Think of it as writing a letter to a friend. The query letter itself is a one page letter to the editor, simply suggesting the idea you have for an article to go along with your photos.

Some tips:

Begin right off with the meat of the idea - the grabber, or hook. You must get their attention in the first few seconds
Show, don't tell.
Include who, what, where, when and why.
Convey presence - with travel articles the reader (editor) must be transported there.
Provide life, but avoid clichés.

It is a good idea to send for writer and photographer guidelines for the prospective publication, first. However, I have also had success sending cold queries, when I had such a strong urge that I couldn't wait. Guidelines provide good material to keep you out of trouble - Do's and Don'ts - follow them.

Here is a sample letter:

Dear Ms. Editor, (use name here)
With a macro outdoor "studio," for less than $50, great close-up photography can be effective in problem situations. It's a way to rectify that harsh middle-of-the-day light.

I would like to do an article for your readers about this. The foundation of this studio is a compact white umbrella. I also arm myself with an array of reflectors to bounce light into shadows. The gold one strengthens the colors with a nice warm glow. The silver reflector jacks-up the intensity, often providing vitality for weak images. For larger subjects, a collapsible car shade works great. An inexpensive green poncho also satisfies many challenging situations, which I will detail. The article is planned for 1,000 words, but it could be more or less. 35mm slides will also be included as well as a resource list for products. I look forward to your reply.

Sincerely,

I. Loveto Tellastory

Remember, editors love photo/text packages, and even more importantly they need article ideas. It's the classic problem solver - a win, win situation!

Copyright © Bob Grytten 1996. All rights reserved. Bob Grytten publishes F8 and Being There, a bimonthly newsletter for the nature photographer who loves travel. Each issue includes a marketing supplement for photographers and writers.