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istock © igor Balasanov. page 15. istock © Andrea Gingerich. page vi. You MuSt MAKe Your oWn InDePenDent JuDGMent AS to tHe VIABIlItY of AnY BuSIneSS trAnSActIon. Book design: designForBooks. – + full Screen contentS PreviouS neXt . page 29.i © coPYrIGHt 2 0 1 0 n e W M e D I A e n t e r tA I n M e n t lt D Photopreneurship: A Quick Start Guide ISBn: 978-0967754659 copyrighted material. page 43. eVen If You folloW tHe ADVIce GIVen In tHIS eBooK. reselling. page iv. MAY Suffer loSSeS. page 22 and 36 istock © Jaap Hart. reprinting. Due to MAnY VArIABle rISKS. istock © Anna Bryukhanova.com upon for any purpose. istock © dori Oconnell. page iii. tHe ProDuctS AnD SerVIceS DeScrIBeD In tHIS eBooK Are for eDucAtIonAl AnD InforMAtIonAl PurPoSeS onlY. All rights reserved. there is no warranty as to the accuracy of the material contained herein and it may not be relied Photo credits: cover. istock © Jennifer trenchard. istock © Quavondo Nguyen. istock © wibs24. AnY eXAMPleS AnD ADVIce GIVen In tHIS eBooK SHoulD not to Be conStrueD to GuArAntY econoMIc SucceSS. istock © Andrew ross. no reproduction. Page ii. page v. or republishing. is permitted. You MAY not MAKe AnY MoneY AnD InDeeD. in whole or in part. istock © iain Sarjeant.
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1.1 the challenge of Selling Photographic Art 1.2 Preparing Your Portfolio 1.3 Selling through Galleries 1.4 Selling Photographic Art Online 1.5 Making the Most of Art Fairs 1.6 Mounting Your Own exhibition 2
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2.1 What images Sell? 2.2 2.3 2.4
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Networking on Flickr Hitting the explore Page the Power of Flickr Groups
2.5 creative commons 2.6 Winning Sales 3
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3.1 What are Joint Ventures? 3.2 Selling Art through Joint Ventures 3.3 eclectic Joint Ventures 3.4 Self-Promotion through Selfless campaigning 3.5 teaming with Professionals 3.6 Principles for Successful Joint Ventures 4 SellingPhotograPhiclicenSeS 4.1 What is image Licensing? 4.2 When to use creative commons Licenses 4.3 rights Managed and royalty-Free Licenses 4.4 knowing the Law
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4.5 Preventing theft 4.6 Where to Sell Licenses 5
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5.1 Which images Sell? 5.2 exclusivity 5.3 choosing a Site 5.4 keywording and tagging 5.5 referral Programs 5.6 tips for Success 6
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6.1 Making Money from Microstock 6.2 Making Money from Flickr 6.3 Making Money from Art Photography
6.4 Making Money from Photography Books 6.5 Making Money from event Photography 6.6 Making Money from Photojournalism 7
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7.1 What is upselling? 7.2 upselling Packages 7.3 upselling at delivery 7.4 Questions to Ask to upsell Successfully 7.5 Winning continuous Business 7.6 Principles for Successful upselling
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Selling Photographic Art
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SeLLiNG PHOtOGrAPHic Art
th e ch a l l e n ge of S elling Photographic Ar t
Art is one of the hardest photographic niches to break into. it’s also one of the most desirable. b i g S u P P ly, S M a l l M a r k e t every photographer believes they produce wonderful—and sellable—works of art. Only a small number are right . . . . . . and an even smaller number of people are prepared to buy photographic art and place it on their walls. Pricing the price of a work of art depends on its quality and rarity, as well as the name of the artist and many other factors. Quoting the right price can be very difficult. do make sure that any price includes the costs of production, including framing and shipping. the correct price for any work of art is always the maximum amount a buyer is willing to pay.
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SeLLiNG PHOtOGrAPHic Art
Pre p a r i n g Yo ur Por tfolio
A photographer’s portfolio is usually a collection of samples put together to show a potential client what the photographer can do. different clients are looking for different things: a commissioning editor will want to see that he can trust the photographer; the jury at an art fair may be looking for variety or images that match the visitors’ interests.
c h o o S i n g yo u r i M ag e S Before approaching a gallery or an art fair, make sure that you understand the sort of submissions they’re looking for. You can discover that information by visiting the gallery or fair before submitting, checking their website or examining The Photographer’s Market. t h e P h oto g r a P h e r ’S M a r k e t Portfolios should consist of no more or less than 10–20 images. Your portfolio is always a work in progress. it needs constant updating and growing.
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SeLLiNG PHOtOGrAPHic Art
S e l l i n g t h ro u gh G aller ies
Galleries are one of the most prestigious ways of selling art. in addition to providing marketing power, a gallery will also offer guidance, career advice and pricing suggestions. in return, the gallery will usually take around 50 percent of the sales price as commission.
M a k i n g yo u r a P P r o ac h call ahead and make an appointment. Few gallery owners want to see artists who walk in off the street. Start with juried shows like art fairs. Success there gives approval from your peers and proves that you can sell. S tat e M e n t a n d r e S u M e in addition to a portfolio, you may also need a resume describing where you’ve exhibited and a statement explaining your approach to your art.
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But selling art online usually means doing the marketing yourself. You’ll have to bring in the buyers yourself. An alternative option is to sell photography books. sales tend to be rare unless the picture is truly unique. the sites won’t market the products for you.4 S e l l i n g Ph o tographic Ar t Online Persuading gallery owners to take your photos can be hard work. . One useful strategy is to sell your images as computer wallpaper on a subscription basis. but in practice. the prices are also often lower than those of galleries. P r i n t e d P h oto S Many photography sites allow viewers to purchase prints .com let photographers place their images on products ranging from mugs and mousepads to shoes and posters. 5 – + full Screen contentS PreviouS neXt .com and Zazzle. Services such as Blurb let photographers create photographic art books and sell them online for a profit. c r a f t S to r e S Sites like etsy. the seller’s commissions are usually lower too.SeLLiNG PHOtOGrAPHic Art 1. the internet is open to all. .
6 W h at yo u ’ l l n e e d to S h o W at a n a r t fa i r You’ll need a stall to display your work and also bins for buyers to browse through.SeLLiNG PHOtOGrAPHic Art 1. Art fairs usually charge for space.5 M a k i n g t h e M ost of Ar t Fairs Art fairs are public events in which artists of all kinds. Make sure your images match the market. Acceptance to these sorts of fairs carries a certain amount of prestige. images should be matted and covered so that they aren’t damaged by browsers. including photographers. the fees can range from around $30 to three and even four figures. different fairs bring different buyers. Actual figures though will vary from fair to fair. Average sales figures though may typically be in the low thousands. Some art fairs are juried and award prizes. t i P S f o r S u cc e S S at a r t fa i r S full Screen – + contentS Offer images at a range of different prices to appeal to different types of buyers. PreviouS neXt . are able to exhibit and sell their works. Art fairs are often a good stepping stone towards exhibiting in galleries.
cafes. that could be a café or a restaurant but it could also be a garage or a friend’s living room. Place flyers in art stores. prepare a resume or write an artist’s statement. collectors. the downside is that you have to do all of the work from finding a venue to printing the images to bringing in visitors.SeLLiNG PHOtOGrAPHic Art 1. You don’t have to make any pitches. use your own contact lists as well as those of friends and colleagues where possible. museums and theaters. curators.6 M o u n t i n g Yo ur O wn exhibition An alternative to both art fairs and galleries is to organize your own exhibition. the advantage is that you’re in control. Be sure to invite decision-makers such as gallery-owners. the first thing you’ll need is a venue. critics and public officials. You also get to keep all of the sales. 7 – + full Screen contentS PreviouS neXt . W h at yo u ’ l l n e e d to o r g a n i z e yo u r o W n e x h i b i t i o n Other than a collection of impressive photos. M a r k e t i n g yo u r e x h i b i t i o n Marketing your exhibition will take some powerful networking.
2 Making Money From Flickr 8 – + full Screen contentS PreviouS neXt .
but make sure your commercial images are protected. Geotagging can be as simple as dragging your photo onto a map.MAkiNG MONeY FrOM FLickr 2. Stock companies offer similar images. it can pay to give away some free images. f r e e i M ag e S Most users are looking for free. 9 – + full Screen contentS PreviouS neXt .1 W h a t i m a g e s S ell? Flickr is a photo-sharing site that does not have a commercial structure. g e otag g e d i M ag e S Geotagging your photos can make them easy to find for buyers looking for images of specific locations. Flickr offers hard-to-find niche photos. u n i q u e i M ag e S Flickr’s appeal to buyers is its range. creative commons-licensed images. the number and range of the images online however attracts buyers and users. especially for use on blogs.
2 N e t wo r k i n g on Flick r Networking on Flickr is vital to generate views . keep the images you post to a group relevant (no one likes a spammer). . or even help with the administration of an established group. but they’re even more helpful when you create your own. 10 – + full Screen contentS PreviouS neXt . Make your comments valuable—“nice capture” doesn’t bring nice results. take part in discussions to raise the power of your comments. . . . there are a number of different tools available to help with networking. . . co M M e n t S comments bring photographers back to the commenter’s images.MAkiNG MONeY FrOM FLickr 2. and sales too. grouPS Groups can be very useful places to meet other photographers in your niche . .
11 – + full Screen contentS PreviouS neXt .MAkiNG MONeY FrOM FLickr 2. faves. be public and “safe.” grouPS Groups can generate views but posting the same image to more than 15–20 groups may reduce the chances of reaching the explore Page. images are chosen for display on the explore page according to an algorithm that takes into account comments. it’s also a valuable way to generate plenty of views. faV e S a n d V i e W S Faved images are worth more than comments and comments are worth more than views.3 H i t t i n g t h e explore Page the explore page is accessed through a link at the bottom of every Flickr page. images must include eXiF data. views and group membership. it’s one of the most popular tools on Flickr and an easy way to see the most beautiful pictures posted on the site on a particular date. co M M e n t S . Photos must have at least two faves to qualify for the explore page.
professional advice. runningagrouP creating your own group takes effort . . don’t be afraid to ask questions—or answer them! ac t i V i t y g r o u P S Groups like Julie kertesz’s Afterclass (http://www.flickr. but it shows buyers that you’re an expert in your field.4 th e Powe r o f Flick r Groups Groups are the heart of Flickr.com/groups/afterclass/) set challenges that expand skills and provide new challenges. exchange ideas and look at each other’s images. providing a place for photographers to network.flickr. there are groups for just about every topic—and anyone can set up a new group.com/groups/procorner/) give valuable.com/groups/strobist/) and Pro corner (http://www.flickr.MAkiNG MONeY FrOM FLickr 2. learningfroMgrouPS Groups such as Strobist (http://www. 12 – + full Screen contentS PreviouS neXt . .
MAkiNG MONeY FrOM FLickr 2. there are different kinds of creative commons that let image users do different things: An “Attribution” license let others use your work in return for credit. A “Share Alike” license makes sure that derivated works are only shared under a similar license.5 cre a t i ve co mmons creative commons licenses let anyone use images without paying for them. A “Noncommercial” license limits use to noncommercial purposes. M a r k e t i n g W i t h c r e at i V e co M M o n S Flickr’s search page lets users restrict their search to creative commons licensed images. 13 combining different creative commons licenses can give you greater control over the use of your images. A “No derivative Works” license prevents works being created that are based on your original. – + full Screen contentS PreviouS neXt . Adding a creative commons license then can increase the chances that your images will be found.
MAkiNG MONeY FrOM FLickr 2.6 Wi n n i n g S a l es Flickr sales are always conducted through personal negotiation. M a r k yo u r i M ag e S f o r S a l e indicate in the description that your images are available for sale. k n o W t h e l aW Make sure you have model releases for people who appear in your photos and property releases where appropriate. Only sell images to which you own all the rights! 14 – + full Screen contentS PreviouS neXt . use the bio to direct buyers to your commercial portfolio. k n o W h o W to n e g ot i at e check the market rates for your images to make sure you receive the right price. Prices of images can vary according to use as well as buyer and image.
3 Finding Joint Venture Opportunities 15 – + full Screen contentS PreviouS neXt .
the goal is usually to win commissions or make sales.1 W h a t a re J o i nt Ventures? Joint ventures are partnerships formed by more than one party to conduct economic activity together. those strengths could be access to a niche market. use of a set of specialized skills and even economies of scale and greater competitiveness. W h at a r e P h oto g r a P h y J o i n t V e n t u r e S ? Photographers have formed joint ventures with a range of different professionals and businesses. t h e b e n e f i t S o f J o i n t V e n t u r e S Joint ventures allow each side to take advantage of the other side’s strengths. they can range in size from Sony and ericsson’s partnership to two self-employed photographers agreeing to market each other’s work. common examples include joint ventures between photographers and event halls or videographers. 16 – + full Screen contentS PreviouS neXt .FiNdiNG JOiNt VeNture OPPOrtuNitieS 3.
2 S e l l i n g A r t t hrough J oint Ventures Photographic art is always difficult to sell—the market is small and crowded. M u t ua l r e f e r r a l S Many photographic artists refer buyers to each other. show his/ her work and make sales. 17 – + full Screen contentS PreviouS neXt . Photographers have even teamed up with framers to cut their costs. the venue gets free decoration and publicity. One very simple joint venture is to ask a local café or restaurant to show your work.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. WinningexhibitionS Showing work in a gallery is a form of joint venture—it’s just a very hard one to land. each business is aiming a different product at the same market. You get sales. Joint ventures can help a photographic artist to stand out from the crowd. this is often done online by providing a list of links to other artists working on similar images.
talk to local businesses about putting pictures of their products on the photo-sharing site. there are some novel approaches you can take too.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. Link the images back to the store’s website and take a share of the sale as an affiliate. usually. 18 – + full Screen contentS PreviouS neXt . the school gets a cut but the photographer always does well out of a big deal too. that’s a joint venture waiting to happen. S c h o o l P h oto g r a P h y Schools contain plenty of photography subjects whose parents want portraits. PutabuSineSSonflickr Photographers know Flickr. Joinaband Find a local rising group and sign an exclusive agreement to make band photos and t-shirts to sell for a royalty.3 ec l e c t i c J o i n t Ventures teaming up with a stock site or a gallery is a very traditional form of joint venture for photographers. businesses don’t.
You’ll want to enjoy yourself in the meantime. whether they’re environmental. Make an offer but no demands other than credit. 19 – + full Screen contentS PreviouS neXt . those campaigns need images—and will give you exposure in return. Sometimes a joint venture can be intended to raise a photographer’s profile and show off their work.4 Self-Promotion through Selfless campaigning Not every joint venture may have the goal of generating sales. c a M Pa i g n i n g g r o u P S every town has campaigning groups.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. charitieS charities are just as good as campaigning groups when you’re looking for a distribution partner. choose a campaign you genuinely believe in. business or anything else. Many of the rewards will come from networking and few will come immediately. Providing images for campaigning groups and non-profits helps photographers to display their photos and serve a good cause.
FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. 20 – + full Screen contentS PreviouS neXt . sharing the income from a job. a r t i S t S a n d au t h o r S Book illustrators have created best-selling volumes by combining text with photos and cartoon drawings.5 te a m i n g w i t h Professionals Joint ventures are always about two (or more) professionals teaming up to make the most of each other’s strengths.com. it’s proved a first step towards producing their own books. For some photographers. the designers adds some graphic magic—and you split the revenues. MarketingexPertS Photographers have managed to team up with sales professionals. Find an artist and supply the images. Or track down a wordsmith and collaborate on a photo-based story book. it's a bit like having a private photography agent. You can find good partners at Pixish. You supply the photos. graPhicdeSignerS camera skills and Photoshop skills go hand-in-hand.
and the pitching should be relatively easy.6 Pr i n c i p l e s fo r Successful J oint Ventures All sides must benefit as a result of a joint venture: the photographer. the most successful joint ventures tend to be those between professionals of equal size. and above all. Nothing ruins a reputation faster than promoting poor quality products or services. Only choose partners you genuinely believe in. it should work again for a special offer or new image range. they’re good places to understand the dynamics of a partnership. understand exactly what you want from the joint venture. See every joint venture as a stepping stone to future partnership deals. the customer.) keep track of the results. if a promotion works once. and what the partner can provide for you. You’ll want to know whether the partnership is working— and whether it’s worth continuing. 21 – + full Screen contentS PreviouS neXt . Start with friends and colleagues. the partner.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. (A photographer is unlikely to strike a deal with Walmart but might have a good chance with a local framer.
4 Selling Photographic Licenses 22 – + full Screen contentS PreviouS neXt .
Selling the rights to use an image does not affect the photographer’s ownership over it. unless stated otherwise. a set number of times or for a defined use. An image license grants the user specific rights to use a particular image for a particular purpose. that means no one can use any of your images—or sell them—without first receiving your authorization. the buyer cannot resell the image or claim it as his own.1 W h a t i s i m a ge Licensing? You automatically own all the rights to every work of art your produce. – + full Screen contentS PreviouS neXt . 23 u S ag e r i g h t S the rights granted may include the right to reproduce the image in a certain size.SeLLiNG PHOtOGrAPHic LiceNSeS 4. the scope of those rights—and their prices—can vary widely. rights may be exclusive and limited in time. Buyers may also purchase the rights to create a derivative work.
24 c r e at i V e co M M o n S o n f l i c k r Flickr has almost 80 million images with cc licenses.SeLLiNG PHOtOGrAPHic LiceNSeS 4. may limit usage in a number of different ways. combining different kinds of cc licenses however. Although cc licenses may affect sales of images. cc licenses are controversial: some people argue that they allow users easy access to works. that makes it an attractive magnet for image users looking for free photographs. it also means that placing at least a few cc images in your Flickr stream is an important way to get your images seen by buyers on the photo-sharing site.2 W h e n to u s e c reative commons Licenses creative commons (cc) licenses place a work of art in the public domain. it may be used by anyone free of charge. they can serve a use for photographers too. – + full Screen contentS PreviouS neXt . the most common type of cc license restricts usage to non-commercial purposes and demands credit. others claim that they devalue the market for images. Once an image has been awarded a cc license.
it also allows photographers to vary the charge according to use. image licenses are sold either as rights Managed or royalty-Free. so an ad firm looking for a photograph to place on billboards will pay more than a blogger looking for a small image to illustrate a post. 25 – + full Screen contentS PreviouS neXt . r oya lt y . rM licenses are usually sold by traditional stock companies.SeLLiNG PHOtOGrAPHic LiceNSeS 4. rM allows photographers to control use of their works.f r e e l i c e n S e S royalty-Free (rF) licenses let the buyer pay a one-time fee and use the image for multiple purposes an unlimited number of times. those uses rarely include reselling. rF images tend to be found on microstock sites. r i g h t M a n ag e d l i c e n S e S rights Managed (rM) images have controlled licenses which state clearly what the buyer may or may not do with the photograph.3 r i g h t s M a n a ged and r oyalt y-Free Licenses in general.
if an image is published without a model release. not the photographer—but the publisher must be informed. Model releases are not necessary for news articles. Before a photographer can sell an image. the publisher is liable. PreviouS neXt . but the photographer must tell the buyer that the releases are missing. it’s worth reading Bert krages’ Legal Handbook for Photographers or caroline Wright’s Photographer’s Legal Guide to understand the law concerning photography.4 k n ow i n g t h e Law the photographer owns the rights to his or her image. ProPertyreleaSeS 26 – + full Screen contentS Photographers may also need releases from the owners of private buildings. s/he must make sure they have all the appropriate releases.SeLLiNG PHOtOGrAPHic LiceNSeS 4. A photograph that doesn’t have the right releases isn’t unsellable. ModelreleaSeS Model releases are necessary for photographs that contain an identifiable image of a person. but may not own the rights to everything the image shows.
Sometimes just a formal notice that your photographs are copyrighted—and available for a fee—may be enough to turn a thief into a customer.SeLLiNG PHOtOGrAPHic LiceNSeS 4. photographers can take steps to reduce the chances that their images will be stolen anti-theftdeViceS keeping your images small ensures that their use will be limited. Although it’s impossible to completely prevent image theft online. image theft occurs when a user takes the image without requesting a license and without paying. such as Attributor. M a k i n g t h e t h i e V e S Pay full Screen 27 – + contentS A number of services.com and PicScout. and while they can be removed. they can put off casual image thieves.5 Pre ve n t i n g thef t Making images available for licensing also makes them available for stealing. help photographers track down stolen images and demand payment.com. Many thieves don't understand they're doing anything wrong. Watermarks are easy to add to an image. PreviouS neXt .
SeLLiNG PHOtOGrAPHic LiceNSeS 4. M i c r o a n d M i d . they allow photographers to continue making money from their pictures long after they were taken. doing the marketing and negotiating themselves. these companies charge more money and primarily sell rM licenses but are hard to break into. 28 – + full Screen contentS PreviouS neXt .6 W h e re to S e l l Licenses Licenses have long been one of the most popular ways for professional photographers to generate income from their photographs. they can even make good pension plans! But starting to sell them hasn’t always been easy. microstock sites like iStock and mid-stock sites like fotoLibra have thrown their doors open to any photographer who wants to submit sellable photos. t r a d i t i o n a l S to c k co M Pa n i e S the usual method has been to turn to a traditional stock company like Getty or corbis.S to c k More recently. l i c e n S i n g f r o M yo u r o W n S i t e Some photographers also license images directly from their own sites.
5 Making Money from Microstock 29 – + full Screen contentS PreviouS neXt .
People photos must have model releases.” b u S i n e S S i M ag e S the most commonly sought images are those with business themes.1 W h i c h i m a g es S ell? Microstock sells royalty-free image licenses at prices starting from $1 and return a percentage of the sales price to the photographer. categories on microstock sites range from “Action” to “Zen-like. 30 – + full Screen contentS PreviouS neXt . Anyone can contribute but reviewers reject images that fail to meet technical standards or which are not sufficiently commercial. Friends and family can make good models. handshakes and plenty of people in suits. i M ag e S W i t h P e o P l e images with people are always popular.MAkiNG MONeY FrOM MicrOStOck 5. images available tend to consist of meetings. Many photographers shoot budding actors and students in return for headshots.
Microstock sites tend to use sample images from their exclusive photographers in their marketing. increasing the profile of their photographers. Preferential marketing.MAkiNG MONeY FrOM MicrOStOck 5. a d Va n tag e S Higher commissions. those benefits don’t always outweigh the costs of restricting sales to one marketing channel. these can be as much as double the non-exclusive rate. 31 – + full Screen contentS PreviouS neXt . d i S a d Va n tag e S Most photographers find that selling the same images through different sites pays more overall. Some microstock sites may give preferential treatment to exclusive photographers in search results. increased advertising.2 e xc l u s i v i t y Microstock sites offer benefits to photographers who submit their pictures on an exclusive basis. exclusivity tends to provide a high sales commission.
But bigger sites also means more competition—and often lower commissions too. in practice. tiMe All photos submitted to microstock sites have to be reviewed—a process that can take from days to weeks.3 ch o o s i n g a Site For non-exclusive photographers the only limit to offering images is the time spent uploading. these can range from 20 percent of the sales price to 80 percent from some sites. the uploading can also be time-consuming and difficult depending on the site. Size Placing your images on larger sites like iStock and Shutterstock should make them available to more buyers. 32 – + full Screen contentS PreviouS neXt . co M M i S S i o n r at e S different sites offer different rates of commission. photographers often submit to several sites at the same time.MAkiNG MONeY FrOM MicrOStOck 5.
Professional software such as imagekeyworder and keywordcompiler can do the work for you. different sites offer different tools to make keywording easier (for example by providing synonyms. these are particularly important for scientific stock.) tags and keywords are usually checked during the approval process. cross-check with other similar images already available. com/keywording. the keywording process can be time-consuming.MAkiNG MONeY FrOM MicrOStOck 5. that will save you starting from scratch each time. for a fee. Microstock photographer Yuri Arcurs offers a free keywording tool at http://arcurs. ProceSS Begin by listing terms related to your topic. 33 – + full Screen contentS PreviouS neXt .4 k e y wo rd i n g and tagging tags enable buyers to search for images by keywords. Sites may also demand descriptions. S h o r tc u t S keep a record of the terms used for each type of picture. Be sure to include location as well as subject and colors.
don’t limit your referral links to your blog.5 r e fe r r a l Pro grams referral programs enable online publishers—including photographers—to generate revenue by sending buyers and contributors to microstock sites. One effective strategy is often to send photographers to one site and buyers to another. the Flickr bio is a great place to find photographers.MAkiNG MONeY FrOM MicrOStOck 5. Ads placed above the fold—visible on the screen before the buyer scrolls—tend to perform the best. Your buyers’ trust is always your most valuable asset. 34 i n c r e a S i n g yo u r r e V e n u e S When it comes to encouraging clickthroughs on affiliate buttons. – + full Screen contentS PreviouS neXt . Sites pay different rates for buyers and contributors. commissions range from zero for photographers (iStock) to 50% of the sales prices for six months for buyers (crestock). placement is crucial. Advertise sites you genuinely believe in. Active recommendations will always help to encourage extra clicks.
MAkiNG MONeY FrOM MicrOStOck 5. d o t h e M a r k e t i n g Linking directly to your portfolio from your own website and Flickr stream can give you both sales and referrals. W o r k r at e Some microstock sites use algorithms that return image search results based on popularity and date. Sometimes. f o l lo W t h e S tat S Look beyond the commission rate to include the sell-through rate. PreviouS neXt 35 – + full Screen contentS . top microstock photographer work full-time. it indicates the effectiveness of a site—and a portfolio.6 ti p s fo r S u c c ess Microstock sites do the marketing so that you don’t have to. But there are things you can do that increase your sales. the sell-through rate is the percentage of images in a portfolio that have sold at least once. a low-paying site can deliver more money per image on average by selling more overall. uploading hundreds and even thousands of images a month.
6 Making Money from Your Photography Hobby 36 – + full Screen contentS PreviouS neXt .
Microstock accepts a broad range of subjects. Shutterstock and dreamstime are among the leaders. rarely artistic. upload your images and wait for approval.) Browse images to see what sells.1 M a k i n g M o n e y from M icrostock Microstock companies are stock sites that take images from any photographer with sellable photos. upload many images frequently—top microstock photographers have portfolios of thousands of images. 37 – + full Screen contentS PreviouS neXt . k e yS to S u cc e S S : Spread your images across multiple sites—exclusivity provides better rates but most photographers find it brings fewer sales. g e t t i n g S ta r t e d : Sign up online at a microstock site (iStock. Meet the site’s technical requirements and shoot photos that sell—stock is commercial.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. they provide a passive revenue source that requires no additional marketing necessary (although it can help). Photographers receive small payments in comparison to traditional stock.
comments and a high profile. k e yS to S u cc e S S : Networking is vital to build views.95 and provides valuable stats. upload your images but keep them organized and tagged. faves. the site is often used by buyers looking for rare images. g e t t i n g S ta r t e d : registration is free but pro membership is just $24.2 M a k i n g M o n e y from Flick r Flickr is a photo-sharing website that lets photographers show off their work. Follow your stats to see what viewers want and where they’re from. the bio page can be a very useful marketing page.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. Join groups and make comments to build your network. creative commons (cc) licenses can be added to let publishers use images for free. especially when it links to your website. Flickr’s groups can be great places to swap information. 38 – + full Screen contentS PreviouS neXt . Good tagging is vital to turn up in search results.
.3 M a k i n g M o n e y from Ar t Photograp hy Sales outlets for art photography include: art fairs. try starting with a local art fair to build a name and customer base. 39 – + full Screen contentS PreviouS neXt . craft sites and even cafes and restaurants. websites. Websites like etsy. . galleries. do the marketing and enjoy the experience! k e yS to S u cc e S S : there are many different ways to sell art but it will always be a hard sell so choose your retail stream carefully.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. if you can find a venue—cafes work!—you can organize your own exhibition. Sales prices can be high . g e t t i n g S ta r t e d : First. but sales can be hard to find.com can be an easy way to make your first art sales. shoot what you want. choose the retail outlet that suits you best. trying to predict the art marketing is rarely rewarding and always self-defeating. Galleries are the most prestigious and offer career help too but are difficult to break into.
but very difficult to break into.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. they can also be a passive revenue source—once your sales channels are established. 40 – + full Screen contentS PreviouS neXt . Shoot the images you want rather than commercial photos for clients. Sign up to a print-on-demand company like Blurb. traditional publishing is the most prestigious. choose how you want to publish your photography book. Market the book hard. Build the marketing channels that will bring buyers to your Blurb store. g e t t i n g S ta r t e d : First. You have to make the sales. Organize your images carefully—even a photography book has to tell a story.4 M a k i n g M o n e y from Photography B ooks Books are an impressive way to display your images. k e yS to S u cc e S S : choose a subject that’s likely to sell—a topic is easier to sell than a photographer.
MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. Make sure you have all the equipment you need. create different packages for different budgets and upsell albums and prints to increase income. g e t t i n g S ta r t e d : Many event photographers start by shooting for friends. including post-production. so are the expenses. Wedding photojournalism provides a new creative alternative to standard formals. Offering to assist an established photographer can help to build experience and contacts. 41 – + full Screen contentS PreviouS neXt . Word-of-mouth always brings the best clients for the lowest cost. encourage referrals.5 M a k i n g M o n e y from event Photogr aphy A standard way for professionals to earn revenue. event photography is very competitive and although the prices are high. requires some on-the-job training and experience. k e yS to S u cc e S S : understand the real costs involved in shooting an event.
. . . as well as photography and good contacts. .MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. with shrinking opportunities. don’t be afraid to cold-call . . 42 – + full Screen contentS PreviouS neXt . and also one of the most competitive. call fast. k e yS to S u cc e S S : don’t expect commissions but you can sell if you come back from an event with good images. . Photojournalism requires an understanding of the news. . but don’t expect instant results either. g e t t i n g S ta r t e d : Practice taking photos of events and pay attention to the sort of images that are published in the press. Make your images available on sites like Flickr—semi-pros have sold news images this way.6 M a k i n g M o n e y from Photojour nalism Photojournalism is one of the most satisfying ways to earn income as a photographer . A client who buys once may well buy again and again. When you have the images.
7 upselling event Photography 43 – + full Screen contentS PreviouS neXt .
1 W h a t i s u p s elling? upselling is a marketing technique that encourages a buyer to purchase more than they originally intended to buy. cross-selling is similar to upselling but encourages a buyer to purchase other (often unrelated) products. 44 – + full Screen contentS PreviouS neXt . traditionaluPSellingMethodS Buy two. exaMPleofcroSS-Selling A customer hires a photographer to shoot a wedding and ends up ordering videography as well.uPSeLLiNG eVeNt PHOtOGrAPHY 7. get one free! time limited special offers given at point of sale. exaMPleofuPSelling A customer hires a photographer to shoot a wedding and ends up ordering two additional wedding albums and extra-large prints. Flyers delivered with the product promoting additional items.
M o V i n g t h e c l i e n t S u P a l e V e l One time to start upselling is at the first meeting. 45 – + full Screen contentS PreviouS neXt . typical items include an ornate wedding album. different size prints as well as the length of time the shoot lasts.2 u p s e l l i n g Pa ck ages event photography is often sold in the form of packages that include a number of different elements. extra prints. emphasizing the additional elements in larger packages may be enough to complete the upsell.uPSeLLiNG eVeNt PHOtOGrAPHY 7. parent albums. W h at to i n c lu d e i n Pac k ag e S the best way to decide what to include in your own packages is to spend time studying the competition. those packages provide an important opportunity for upselling. it’s possible to upsell an entire package or add elements a la carte from more expensive packages. post-production work. Look for items you can include at little extra cost to be more competitive but be careful not to undersell. negatives or raw disc.
cdS compact discs filled with images are an easy product to upsell. the Flickr stream ensures you receive credit. they can include edited or unedited images. different types of photo albums can be marketed as gifts for specific recipients such as parents and siblings.uPSeLLiNG eVeNt PHOtOGrAPHY 7. different resolutions and different numbers of photos. a l b u M S Printed photo albums can come in a range of different styles and with different ornamentation. WebSiteS One service to upsell is a photograph website or Flickr stream. delivery after the event is another good time to offer additional items. 46 – + full Screen contentS PreviouS neXt .3 u p s e l l i n g a t d eliver y there may be a difference between what clients say they want before the event and what they realize they want—or can be shown they want—after the event.
Asking them if anyone else would be interested in viewing the images can create an opportunity to upsell albums. that information is gathered through conversation and careful listening. for example. to upsell then. reciPientS “Who do you think would like to view the images?” Wedding couples may consider themselves the only beneficiaries of the shoot.uPSeLLiNG eVeNt PHOtOGrAPHY 7. they may not realize the value of additional albums.4 Q u e s t i o n s to Ask to upsell Successfully upselling depends on being able to meet needs that the customer may not be aware they have. will know they want the ceremony photographed. it’s vital to extract as much information from the customer as possible. 47 – + full Screen contentS PreviouS neXt . Wedding photography customers. a S P e c t S o f t h e d ay “What’s the plan for the day?” expand the shoot from the ceremony and formals to include make-up and preparation. “do you have friends or relatives far away?” distant acquaintances can land you website creation.
48 – + full Screen contentS PreviouS neXt . tell the couple that you’re prepared to offer a 10 percent discount if one of their friends hires you.uPSeLLiNG eVeNt PHOtOGrAPHY 7. You know the wedding date so send the couple anniversary cards and stay in the running for the maternity photos. and even—at a stretch—referrals. Make sure your contact details are on the back and you’ll be the first choice when they marry. co n t i n u i n g b u S i n e S S every job can be considered an introduction to a future job. But it may also include future sales. Be bold.5 Wi n n i n g co n tinuous Business upselling is really all about selling additional items to the same client. W i n r e f e r r a l S Shoot couples at the wedding and give the pictures as gifts to the clients to pass on. Ask the clients about their next event and make clear that you’re available and with a special rate.
the real key to upselling is listening to what your clients want from the contract—and offering them products that meet all of those needs. Pushing too hard also runs the risk of losing what you have. clients must feel you’re offering something valuable not pushing something they don’t need. not your entire portfolio. remember the upsell is only the bonus. the real product is the main service you’re offering. Be realistic in your expectations. those additional products and services should be desirable. if you have to work too hard for the sale you’re unlikely to get it.uPSeLLiNG eVeNt PHOtOGrAPHY 7.6 Pr i n c i p l e s fo r Successful u pselling upselling requires flexibility. You’ll need a budget package and a range of other services and products you can add for an extra fee. if you’re not enthusiastic about the benefits of what you’re selling. excitement is an important part of selling. 49 – + full Screen contentS PreviouS neXt . Successful upselling might involve just one or two extra items. your clients won’t be enthusiastic either.
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