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Buyers Kit - What Buyers Want From Photographers
Buyers Kit - What Buyers Want From Photographers
from
Preferences and habits of the most influential image buyers.
presented april 2011 by
what
contents
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, without the prior written consent of PhotoShelter, Inc. or Agency Access. PhotoShelter, Inc. and Agency Access make no representations or warranties with respect to the accuracy or completeness of the contents of this work and specifically disclaim all warranties, including without limitation warranties of fitness for a particular purpose. The advice and strategies contained herein may not be suitable for every situation.
W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | I N T RO D U C T I O N
introduction Whats the best way to understand how to attract and serve your clients better than anyone else? Listen. You need to ask them specific questions.
These questions are not unique to photographers and their clients at ad agencies, publications, and corporations worldwide in fact theyre universally asked across all businesses. Yet despite living in the everything social era of hyperconnectivity 24/7, the information gap between photographers and their commercial and editorial clients continues to loom large. Photography remains a silo-based industry where little information is shared between the suppliers (photographers) and the buyers (photo editors, photo buyers, art directors, etc.) Our 2011 survey aims to break down some of these information barriers and address many of the questions that photographers really need answers to how to best reach the clients, attract their attention, and serve them in a way that keeps a client coming back for more. Inside youll find powerful data and suggestions straight from the minds of buyers. Essentially, its like having a cocktail party with 500 potential clients and getting a chance to flirt with every one of them.
How do buyers like to receive information? How often? Via what medium? What marketing messages do they notice more than any other? Whats the best way to package and deliver a final product?
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why we do this
Since 2008, PhotoShelter and Agency Access have worked together to field a survey that helps illuminate the needs of clients who consume photography, and we provide that information to photographers who aim to grow their businesses by better understanding the customer. We recognize that its hard for individual photographers to ask questions like this on their own (especially to a group of this size), and the reality is that its not typically information that prospective clients simply volunteer to share. We invest our own resources in gathering this information to serve two main purposes. First, to empower our clients and the greater photographer community with key information that can help make smarter marketing choices for their photography businesses. And second, to continuously stay aware of the needs and interests of the client community so we can both advise photographers and optimize our own services. PhotoShelter provides portfolio websites backed by powerful archiving, sales and marketing tools that help photographers attract more business online. Agency Access provides a one stop resource for photographers to effectively promote themselves from list memberships to direct marketing and specialized consulting services. So, gathering data like this really helps all of us do our jobs better.
what to expect
Some really juicy information and insights from a diversity of photography buyers. Respondents included art directors, photo editors, art buyers, graphic designers, photo buyers, directors of photography, picture researchers and other creatives all united by the common thread of hiring photographers or licensing their work. They told us all about: Preferred methods for finding photographers How to capture their attention What separates good and bad photographer promotions What they love and hate about photographer websites If you focus on these insights doing what they appreciate and avoiding what they hate, this guide should help you grow your business. There is, of course, no magic bullet for this stuff. While one photo buyer may love connecting with emerging photographers on Facebook, another may prefer rock solid direct mail promotions.
survey methodology
In March 2011, we sent a 35 question survey via the Agency Access database to 55,000 global recipients. All of the recipients have self identified as someone who either hires photographers for commission/assignment work or licenses still photography. 500 total recipients responded to the survey.
4
Facebook | Twitter
Facebook | Twitter
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W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | I N T RO D U C T I O N
job titles
sample companies
Editorial
Discover Magazine Essence Martha Stewart The Atlantic USA Today
Advertising
DDB DraftFCB J Walter Thompson Fallon Publicis
In-house Design
Acquity Brands Kiehls Safeway Toys R Us Universal Orlando Wells Fargo
Book Publishing Harper Colliins McFarland McGraw Hill National Geographic School Publshing Random House
photoshelter.com agencyaccess.com
MARKETING
7 8 9 10 11 12 13 14 15 16 17
What is the best way to get noticed? What gets your attention? What makes a good email? Meet the Buyer: Whitney Lawson What makes a good direct mail piece? What do you search for on Google? Do you use social media to find photographers? Meet the Buyer: Alyssa Adams Which social media sites do you prefer? Do you use photo contests to find talent? Do you follow photographers blogs?
W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | M A R K E T I N G
key insights
We asked this open-ended question and received 354 responses. What is the best method you would suggest a photographer use to capture your attention, share their work, or share new work? Of the 354 responses provided: 134 buyers said email is the best approach 75 suggested any form of communication but to ensure it is uniquely targeted to their needs 36 buyers said direct mail is the best approach 27 buyers suggested an in-person portfolio visit 81 other responses were provided, from social media, to personal introductions, to sourcebooks and directories, to reps and agencies. Study the agencys clients or the publications content and only send portfolios, emails, or direct mail that clearly relate to their regular work.
38%
Customize your pitch
22%
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W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | M A R K E T I N G
Find out what I need or dont send anything. Connect by Linked In and then follow up with email intro.
Do some really good work that stands out. Hook me with a good blog. Tell me stories. Contact us direct with work or ideas that are relevant.
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W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | M A R K E T I N G
Dont
Irrelevant content (dont know the product, market, demographic) Website inconsistent with sample photos in email Poor subject lines Boring or over-the-top images Emails that lack photos (only links to a site) Image display errors Too many/ large attachments No context around the new work being shared No indication of location Conversational tone with no prior relationship Links that dont work, or link to a slow loading site Repeating the same email/ too frequent Single image with no copy Careless errors (e.g. spelling mistakes, agency/publication title incorrect, photographer or rep name & contact info missing)
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W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | B U Y E R P RO F I L E
Whitney Lawson
Photo Editor, Travel + Leisure
To get noticed by Whitney Lawson, your best bet is to start thinking like she thinks. It is our job at the magazine to tell stories, she explains. So a small edit that tells a story is best for me. Of course this is totally different from advertising, which asks you to sum everything up in one single photo. Whitney still favors a unique printed promotional piece that features a small series of photos (or maybe even a set of six cards in a series). Im more inclined to look at anything with a home-made or personal vibe. One of the best promos I ever got was a little Moleskin book with cut-up contact squares taped to each page, made from a personal trip. The images were varied: food, scenics, portraits. They were all very personal and they went very well together. I hired the photographer soon after I got it. When it comes to getting noticed via email, Whitney says the subject line really determines if an email gets opened. New Work from [Photographer Name] doesnt compel Whitney to open a message because it simply isnt very interesting or appealing. It is already implicit that the email is touting some new work, she says. Rule #1 is to be sure the subject line says the photography is relevant to Travel + Leisure. Rule #2 is to be as specific as possible. Whitney often uses Google to find new photographers and individual images. If I am working on a 2-page story about nightlife in Croatia, the first thing I will do is use Google to find photographers in or around Croatia. Then I will contact them to see if they have covered any of the locations that I need. This in turn may lead to an assignment. Whitney finds several photo contests helpful in identifying new talent. She includes among her favorites: PDN 30, American Photography, Hey Hot Shot, New York Photo Festival, National Portrait Gallery Wessing Portrait Prize (UK), Visa Pour lImage awards (France), and Surface magazines Avant Guardians award.
key advice
I need to be able to download a comp of an image if I am doing photo research for a story. Its fine if it is low-res or watermarked. But if your photos are in a Flash animation that I cant download individually, I will usually move on. I also have a soft spot for holiday card promos, she says. I like to keep them in a little silver tray on my desk. It is a good way for you to show your style, and even your humor.
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W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | M A R K E T I N G
Dont
Bad photography Not well researched: content irrelevant to buyers needs Low production quality photos Waste of paper/resources Poorly written, bad grammar and misspelling Complicated to act on, lack of contact information or website Hard to obtain pricing/ rates Doesnt exhibit problem solving/ strategic thinking Poor print quality; especially for postcards
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W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | M A R K E T I N G
key insights
We asked two separate questions: Do you search for PHOTOGRAPHERS using the major search engines? Do you search for IMAGES using the major search engines?
Respondents are regularly using search engines like Google to find images, less often to find photographers. Looking deeper, we learned that respondents at Editorial Publications (38%) & Book Publishers (39%) use search engines more regularly to find photographers than their counterparts at Advertising (32%) & Design (16%) agencies, and Corporate In-House designers (23.4%). Meanwhile, over 75% of book publishers use search engines to find images (well above the average).
30%
Images
Photographers
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W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | M A R K E T I N G
key insights
We asked Do you search for photographers, or have you discovered new photographers using social media, including Twitter, Facebook and LinkedIn?
A majority of respondents dont heavily rely on social media to find photographers. Advertising and editorial buyers use social media a bit more (38%) than the average survey respondents, while book publishers and design agencies report using social media significantly less (less than 22%). Many buyers told us that they prefer to use social media to follow photographers theyre previously worked with, rather than to find new photographers.
33%
No
67%
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W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | B U Y E R P RO F I L E
Alyssa Adams
Deputy Photo Editor, TV Guide Magazine
Alyssa Adams hires photographers for celebrity portraits to accompany the feature stories that run in TV Guide Magazine, and also handles licensing celebrity stock photography for the publication. Alyssa saves photographer emails when they make an impact, and offered some sound advice for photographers trying to capture her attention using email. Alyssa suggests varying the timing of email sends according to different weekdays to test when the audience is most receptive, and that sending a new promo every other month was a reasonable amount of email to receive from a single photographer. Alyssa will also use search engines to find photographers, for example, who have experience shooting a particular celebrity. Social media, however, she prefers to use for keeping tabs on photographers she has worked with previously, or cares about personally. Contests are useful to Alyssa, not necessarily to motivate Alyssa to hire new talent, but rather they help her understand trends. She pays particular attention to the PDN 30, the Society of Publication Designers, and the American Society of Media Photographers annual contests. For photographer websites, Alyssa recommends keeping the website updated frequently with new work. She echoes the same recurring suggestions about user experience - that photographers should focus on fast load times, simple design, image viewing and navigation.
key advice
Dont make me scroll down too far in an email promo to find your photo, Alyssa suggests. She also is turned off by emails when photographers act like they know her despite never having met or worked together before. Alyssa is also amazed at how frequently photographers neglect to include a link to their website in the email. Alyssa suggested a different tactic we dont always hear. Get me to act on something other than a meeting. Given that most promo emails do exactly that, Alyssa suggested sharing some self inspired/initiated work and an invitation to an event (e.g. a gallery showing). Further, she suggests photographers can benefit from working with public relations pros to help get their work seen in more places. If I see youve been published or featured elsewhere and like your work, I will file it away for inspiration.
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W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S |
MARKETING
key insights
Among buyers who do use social media to discover and connect with new photographers, the top choice is LinkedIn. In one category Editorial respondents indicated a greater preference for Facebook (47%) vs. LinkedIn (42%).
10%
15
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W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | M A R K E T I N G
key insights
Among buyers who do use photo contests, the top competitions tend to be the industrys largest awards and those run by top publications.
American Photographic Artists Applied Arts American Society of Media Photographers BBC Wildlife Photographer of the Year Communication Arts Coupe Creative Review D&AD Graphis Kitcatt Nohr Photo Comp The Lucie Awards Lrzers Archive National Press Photographers Association Best of Photojournalism
15%
No
The One Show PDN 30, PDN Photo Annual, PDN Self Promo Awards
85%
Pictures of the Year International Print Magazine National Geographic Travel Photographer of the Year World Press Photo
Notably, 97% of book publishers said they do not use photo contests.
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W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | M A R K E T I N G
key insights
While having a blog may be critical for optimizing your online presence for search engines and your fans, the majority of buyers wont necessarily subscribe or frequently return to your blog. However, in the editorial segment, 39% of buyers do actually frequent/subscribe to photographer blogs in contrast to the 26% average across all respondents.
26%
No
74%
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PORTFOLIO WEBSITES
19 How long will you wait for a website to load? 20 At what size do you prefer to view images? 21 Do watermarks impact your decision to hire or license? 22 Meet The Buyer: Kat Dalager 23 Which background color works best on a website? 24 What do you look at on a website? 25 What do you hate to see on a website? 26 What features should photographers include? 27 Do you view photographer websites on your mobile? 28 Do you open photographer emails on your mobile? 29 How do you like to view a portfolio? 30 Do you like to see video alongside stills?
W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | P O R T F O L I O W E B S I T E S
key insights
For a busy potential client, speed is essential. Buyers will bail if your website loads slowly. After 15 seconds youve lost 81% of buyers visiting your site.
SECS
SECS
10
SECS
15
SECS
30
MIN
MINS
AMOUNT
any
19
photoshelter.com agencyaccess.com
W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | P O R T F O L I O W E B S I T E S
key insights
We were surprised that the bigger is better axiom doesnt always apply for buyers when viewing a photographers website. Buyers preferred sizes that fell in the 700 pixel (wide) to 900 pixel range. Even in the advertising segment, the preference for +900px was only marginally greater than average, at 9.6%.
500
PX
700
PX
900
PX
+900
PX
Dont Care
20
photoshelter.com agencyaccess.com
W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | P O R T F O L I O W E B S I T E S
key insights
While many commented that they respect photographers rights, their guidance on watermark usage is loud and clear. If youre going to watermark, make it subtle and ensure a buyer can easily get ahold of an unwatermarked version for layout and client presentation.
notes
Dont cover so much of the image that the feel for it is lost. Highly distracting watermarks are a deterrent to licensing/ reviewing a portfolio. When agency clients see the watermark, they sense the stock image and it is difficult to convince the client of the images value. Agency clients often ask to get images without watermarks so they can fully visualize how an image will look in a layout. Some watermarks obstruct the image so badly you cant discern the quality of the image. Some agencies dont like letting clients know what the photography source is. Clients feel that photographers serious about a working relationship will grant the use of a watermark-free image for layout purposes
24%
No
76%
21
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W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | B U Y E R P RO F I L E
Kat Dalager
Art Producer, Campbell Mithun
Kat Dalager handles hiring photographers for Campell Mithuns variety of client projects as well as licensing stock photography. She suggests that photographers take care to use multiple channels to promote themselves. What may not reach one audience may reach another. She prefers email promotion from photographers because they can be processed on her own terms, rather than more interruptive methods like cold calling. Kat keeps a completely separate email address which she gives out to list services, and she files her favorite emails in very specific folders, generally by specific clients or specialty. For direct mail promos, Kat takes notice of more substantial pieces, books and other interesting items like clear or distinctive envelopes, and even smaller mailers. Kat does use Google and other search engines to find new photographers and their websites. I turn to the search engines when Im looking for inspiration, usually to find a photographer I dont already know, outside my normal realm. For example, if Kat needs a photographer in a different country. Photographers from New Zealand dont typically send me promos. For photographers who use blogs as their primary website, Kat suggests being very careful that the navigation includes a very clear link to view a portfolio or direct access images. Sometimes its nearly impossible to get out of the vortex of commentary to see the work or find the contact info. In terms of social media, Kat prefers to use LinkedIn to connect with photographers - primarily just photographers she has worked with in the past. She maintains other social network profiles but uses them for personal connections only.
key advice
Kat advises photographers to be very specific about the email subject line. Tell me whats featured in the promo, she instructs. For example Lifestyle Photography // On Location in Vancouver or Food Photography // Seafood for Conde Nast work well in her system, while URGENT! Please open immediately is useless for future reference. Regarding websites, Kat suggests photographers keep their websites as simple and easy to navigate as possible. Were not looking at your web development skills, were looking at your work and trying to get a hold of you! Among pet peeves, Kat lists roving scroll or next cursors, slow upload times, loud music, Agree To conditions. Kat suggests photographers make it very easy for clients to request and download hi res images for comping. She points out that Corbis and Getty do this - thats what photographers are competing against.
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W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | P O R T F O L I O W E B S I T E S
key insights
Buyers loved (and liked) black and white backgrounds the best. Color and texture were most hated because they tend to distract from images. We suggest avoiding backgrounds that strive for uniqueness in favor of simplicity.
Black
White
Dark Grey
Light Grey
Color
Texture
= Love
= Hate
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W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | P O R T F O L I O W E B S I T E S
42%
65%
12%
24
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W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | P O R T F O L I O W E B S I T E S
Dont make it too clever or busy. Im on there to look at the images. I dont care that a website looks cool if it isnt quick.
Too many other things on their site that arent related to their work.
Its annoying when the next button jumps around and you have to re-find it after each click.
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W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | P O R T F O L I O W E B S I T E S
Dont
Music Ads (ie Google text ads) Full-screen intro (e.g. animated photographer name/logo) that plays before you get to main menu Slideshows as default/slideshow-only galleries Contact forms instead of listing email address Slideshow as intro Photographers recent Facebook/twitter status Hidden next arrows that move Long, Flash intros that cant be skipped Complex, unique navigation
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W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | P O R T F O L I O W E B S I T E S
key insights
Despite the massive shift to mobile communications, a surprising majority of buyers most often view photographer websites from non-mobile devices. Only 4.1% claim to view photographer websites regularly on a mobile device.
19.1%
0.3%
27
photoshelter.com agencyaccess.com
W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | P O R T F O L I O W E B S I T E S
key insights
When viewing photographer emails, buyers tend to follow the same pattern as photographer websites, with a surprisingly small segment claiming regular interaction on mobile devices.
20.5%
28
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W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | P O R T F O L I O W E B S I T E S
key insights
We asked What is your preferred method of photographer portfolio presentation?
For editorial buyers, the photographers website stood out as preferred (75%) more than any other segment. Meanwhile, advertising agencies indicated all of the above at 29% (above average) while the photographers website was less significant in this segment, preferred by only 53% of respondents.
Website
Printed
iPad
All
29
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W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | P O R T F O L I O W E B S I T E S
key insights
If youve got the skills, youve got to showcase them. 66.5% of buyers said that for photographers with video skills, they want/expect to see video as part of the photographers portfolio and marketing.
66.5%
No
33.5%
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SELLING& DELIVERY
32 33 34 35 36
Where do you search for photography to license? Where do you get stock images? How do you prefer to handle pricing? How do you prefer to receive images? Meet The Buyer: Lisa Smith
W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | S E L L I N G & D E L I V E RY
key insights
87% of buyers use other stock agencies beyond the industrys largest names, Corbis and Getty 55% of buyers use individual photographers websites 44% of buyers use consumer sites like Flickr Corporate in-house designers indicated a greater than average propensity to strictly stick to the big stock agencies, with 21% stating they only license from Getty & Corbis. Editorial buyers indicated the greatest usage of individual photographer websites to find images, with 64% stating they search using this method, while 57% of advertising buyers claim to do so. Book publishers reported an above average (55%) use of sites like Flickr to find images.
Stock Agencies
Photographers Websites
Consumer Sites
32
photoshelter.com agencyaccess.com
W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | S E L L I N G & D E L I V E RY
172 mentions
81 mentions
53 mentions
Photolibrary
Superstock ThinkStock
mentions
16-30
mentions
8-15
Photostogo Phototake Picsearch PictureDesk Plain Pictures Pond5 Redux Retna Reuters Rex Features Rubberball Science Photo Library Sipa Smyle Media Spiderpic Splash Sportsshooter Startraks
Stock.xchang 7 Stock4B mentions StockFood Stockthat doesnt suck The Image Work The Travel Library Topham Trevillion Trunk US Presswire VII Visuals Unltd.1 Wallace Garrison Wallpaper Wikimedia Wireimage Workbook Zuma
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W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | S E L L I N G & D E L I V E RY
key insights
When licensing an image from a photographers website, buyers shared mixed preferences for getting the deal done.
37%
7.8%
photoshelter.com agencyaccess.com
W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | S E L L I N G & D E L I V E RY
key insights
Buyers had the opportunity to choose their preferred method of image delivery.
After an image has been licensed, or a shoot has been completed, the busy client clearly wants the image in their hands as fast as possible. *Among other methods, many buyers cited delivery of a hard drive.
24% 6%
FTP
Upload/ Download
DVD/ CD
Other*
35
photoshelter.com agencyaccess.com
W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | B U Y E R P RO F I L E
Lisa Smith
Art Buyer, Target Corporation
Lisa Smith primarily handles licensing still photography for Target. Like many of the buyers we surveyed, to capture Lisas attention and have a chance at working with Target, the promos that photographers send her must first be relevant - demonstrating strong work that is suitable for retail advertising - and the images must be extremely strong. However, Lisa frequently receives promotions that are way off base. Photographers dont send relevant images for consideration. I work in a retail corporation where we present the photographers work to our creative directors. If the work is not relevant it can be difficult to sell them in for consideration. Lisa does not use search engines, social media, or photography contests to find new talent. So, if a photographer wants a shot, they need to succeed at the traditional methods of promotion - direct mail and email, with email (from photographers and reps) being her preferred medium. She suggests sharing recent work that was done for other retailers or publications. Beautiful, unique work will catch her eye. Among critical website features and designs, Lisa encourages photographers to focus on achieving fast website load time, showcase an about/bio page, and give buyers control of viewing both thumbnail and full screen images. For photographers with multimedia skills, Lisa suggests that it is essential to display video alongside still photography.
key advice
Lisa does frequent her favorite photographers blogs and will search their individual websites for images to license. So, she offers some key points for photographers to consider: Websites should be simple, Lisa says. When it gets too slick, it takes too long to load the images, I move on.
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RESOURCES
38 More Resources 39 About PhotoShelter 40 About Agency Access
W H AT B U Y E R S WA N T F RO M P H O T O G R A P H E R S | R E S O U RC E S
More Resources
PhotoShelter Resources
In addition to this survey, each of our companies regularly publish photography business content you may find helpful. Below you will find some sample links:
Free Photography Business Reports download more guides like this Free Photography Business Webinars Top 13 Ways to Piss Off a Photo Editor 10 Ways to Make a Photo Editor Fall in Love With You Selling Yourself: 10 Traits of the Master Marketers 10 Secrets to Successful Online Photo Portfolios Positive Vs. Negative Photographers: Which Are You? 4 Photographers Describe Their Social Media Workflow
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