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page iv. or republishing. istock © wibs24. page 22 and 36 istock © Jaap Hart. istock © iain Sarjeant. tHe ProDuctS AnD SerVIceS DeScrIBeD In tHIS eBooK Are for eDucAtIonAl AnD InforMAtIonAl PurPoSeS onlY. istock © Andrea Gingerich. no reproduction. istock © Jennifer trenchard. MAY Suffer loSSeS. You MAY not MAKe AnY MoneY AnD InDeeD. page 15. – + full Screen contentS PreviouS neXt .com upon for any purpose. reprinting. page 29. AnY eXAMPleS AnD ADVIce GIVen In tHIS eBooK SHoulD not to Be conStrueD to GuArAntY econoMIc SucceSS. reselling. All rights reserved. istock © Andrew ross. page 43. in whole or in part. You MuSt MAKe Your oWn InDePenDent JuDGMent AS to tHe VIABIlItY of AnY BuSIneSS trAnSActIon. Page ii. page iii. Due to MAnY VArIABle rISKS. istock © Quavondo Nguyen. page vi. Book design: designForBooks. page v. istock © igor Balasanov. istock © Anna Bryukhanova. there is no warranty as to the accuracy of the material contained herein and it may not be relied Photo credits: cover.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. is permitted. istock © dori Oconnell. eVen If You folloW tHe ADVIce GIVen In tHIS eBooK.
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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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SeLLiNG PHOtOGrAPHic Art 1. the prices are also often lower than those of galleries. but in practice. An alternative option is to sell photography books. sales tend to be rare unless the picture is truly unique. You’ll have to bring in the buyers yourself. 5 – + full Screen contentS PreviouS neXt . the internet is open to all. .com and Zazzle. the seller’s commissions are usually lower too. c r a f t S to r e S Sites like etsy. But selling art online usually means doing the marketing yourself. . Services such as Blurb let photographers create photographic art books and sell them online for a profit. One useful strategy is to sell your images as computer wallpaper on a subscription basis. the sites won’t market the products for you. 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.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.
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. Actual figures though will vary from fair to fair. images should be matted and covered so that they aren’t damaged by browsers. the fees can range from around $30 to three and even four figures. Average sales figures though may typically be in the low thousands. Art fairs are often a good stepping stone towards exhibiting in galleries. Art fairs usually charge for space. including photographers. are able to exhibit and sell their works. different fairs bring different buyers. PreviouS neXt . Make sure your images match the market. Acceptance to these sorts of fairs carries a certain amount of prestige.SeLLiNG PHOtOGrAPHic Art 1. 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. Some art fairs are juried and award prizes.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.
You don’t have to make any pitches.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. curators. museums and theaters. Be sure to invite decision-makers such as gallery-owners.SeLLiNG PHOtOGrAPHic Art 1. Place flyers in art stores. use your own contact lists as well as those of friends and colleagues where possible. the advantage is that you’re in control. 7 – + full Screen contentS PreviouS neXt . You also get to keep all of the sales. the downside is that you have to do all of the work from finding a venue to printing the images to bringing in visitors. prepare a resume or write an artist’s statement. that could be a café or a restaurant but it could also be a garage or a friend’s living room. collectors. the first thing you’ll need is a venue. 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. cafes. 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. critics and public officials.
2 Making Money From Flickr 8 – + full Screen contentS PreviouS neXt .
it can pay to give away some free images. f r e e i M ag e S Most users are looking for free.MAkiNG MONeY FrOM FLickr 2. the number and range of the images online however attracts buyers and users. creative commons-licensed images. Stock companies offer similar images. 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. especially for use on blogs. 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. Geotagging can be as simple as dragging your photo onto a map. but make sure your commercial images are protected.
and sales too. but they’re even more helpful when you create your own. . take part in discussions to raise the power of your comments. . co M M e n t S comments bring photographers back to the commenter’s images. . or even help with the administration of an established group. . there are a number of different tools available to help with networking.2 N e t wo r k i n g on Flick r Networking on Flickr is vital to generate views . . grouPS Groups can be very useful places to meet other photographers in your niche .MAkiNG MONeY FrOM FLickr 2. 10 – + full Screen contentS PreviouS neXt . . Make your comments valuable—“nice capture” doesn’t bring nice results. keep the images you post to a group relevant (no one likes a spammer). .
images are chosen for display on the explore page according to an algorithm that takes into account comments. images must include eXiF data.MAkiNG MONeY FrOM FLickr 2. views and group membership.” 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. Photos must have at least two faves to qualify for the explore page. 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. faves.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. 11 – + full Screen contentS PreviouS neXt . co M M e n t S . 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. be public and “safe.
flickr. learningfroMgrouPS Groups such as Strobist (http://www.com/groups/strobist/) and Pro corner (http://www. . providing a place for photographers to network.flickr.4 th e Powe r o f Flick r Groups Groups are the heart of Flickr.flickr. runningagrouP creating your own group takes effort . there are groups for just about every topic—and anyone can set up a new group.com/groups/procorner/) give valuable. . 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. 12 – + full Screen contentS PreviouS neXt . professional advice.com/groups/afterclass/) set challenges that expand skills and provide new challenges. but it shows buyers that you’re an expert in your field. exchange ideas and look at each other’s images.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. – + full Screen contentS PreviouS neXt . 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. Adding a creative commons license then can increase the chances that your images will be found. A “No derivative Works” license prevents works being created that are based on your original.MAkiNG MONeY FrOM FLickr 2. A “Noncommercial” license limits use to noncommercial purposes. 13 combining different creative commons licenses can give you greater control over the use of your images.
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. Only sell images to which you own all the rights! 14 – + full Screen contentS PreviouS neXt .MAkiNG MONeY FrOM FLickr 2. 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.6 Wi n n i n g S a l es Flickr sales are always conducted through personal negotiation. Prices of images can vary according to use as well as buyer and image. use the bio to direct buyers to your commercial portfolio. 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.
3 Finding Joint Venture Opportunities 15 – + full Screen contentS PreviouS neXt .
use of a set of specialized skills and even economies of scale and greater competitiveness. those strengths could be access to a niche market.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. 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. common examples include joint ventures between photographers and event halls or videographers.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. the goal is usually to win commissions or make sales. they can range in size from Sony and ericsson’s partnership to two self-employed photographers agreeing to market each other’s work. 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. 16 – + full Screen contentS PreviouS neXt .
17 – + full Screen contentS PreviouS neXt .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.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. One very simple joint venture is to ask a local café or restaurant to show your work. show his/ her work and make sales. Photographers have even teamed up with framers to cut their costs. the venue gets free decoration and publicity. 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. M u t ua l r e f e r r a l S Many photographic artists refer buyers to each other. You get sales. 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.
18 – + full Screen contentS PreviouS neXt . that’s a joint venture waiting to happen. the school gets a cut but the photographer always does well out of a big deal too. businesses don’t. 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.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. Link the images back to the store’s website and take a share of the sale as an affiliate. Joinaband Find a local rising group and sign an exclusive agreement to make band photos and t-shirts to sell for a royalty. there are some novel approaches you can take too. PutabuSineSSonflickr Photographers know Flickr. usually.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. talk to local businesses about putting pictures of their products on the photo-sharing site.
FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. 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. 19 – + full Screen contentS PreviouS neXt . You’ll want to enjoy yourself in the meantime. choose a campaign you genuinely believe in. Many of the rewards will come from networking and few will come immediately. c a M Pa i g n i n g g r o u P S every town has campaigning groups. Providing images for campaigning groups and non-profits helps photographers to display their photos and serve a good cause. business or anything else. charitieS charities are just as good as campaigning groups when you’re looking for a distribution partner. Make an offer but no demands other than credit. those campaigns need images—and will give you exposure in return. whether they’re environmental.
20 – + full Screen contentS PreviouS neXt . it’s proved a first step towards producing their own books.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. 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. Find an artist and supply the images. MarketingexPertS Photographers have managed to team up with sales professionals. You supply the photos.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. sharing the income from a job. Or track down a wordsmith and collaborate on a photo-based story book. graPhicdeSignerS camera skills and Photoshop skills go hand-in-hand. the designers adds some graphic magic—and you split the revenues. You can find good partners at Pixish. it's a bit like having a private photography agent. For some photographers.
and the pitching should be relatively easy. the most successful joint ventures tend to be those between professionals of equal size.) keep track of the results. the customer. they’re good places to understand the dynamics of a partnership. See every joint venture as a stepping stone to future partnership deals.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. 21 – + full Screen contentS PreviouS neXt . and above all. it should work again for a special offer or new image range. and what the partner can provide for you. the partner. You’ll want to know whether the partnership is working— and whether it’s worth continuing. (A photographer is unlikely to strike a deal with Walmart but might have a good chance with a local framer.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. if a promotion works once. understand exactly what you want from the joint venture. Nothing ruins a reputation faster than promoting poor quality products or services. Start with friends and colleagues. Only choose partners you genuinely believe in.
4 Selling Photographic Licenses 22 – + full Screen contentS PreviouS neXt .
the scope of those rights—and their prices—can vary widely. a set number of times or for a defined use. Buyers may also purchase the rights to create a derivative work. the buyer cannot resell the image or claim it as his own. rights may be exclusive and limited in time. – + full Screen contentS PreviouS neXt . unless stated otherwise.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. 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. 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 the rights to use an image does not affect the photographer’s ownership over it.SeLLiNG PHOtOGrAPHic LiceNSeS 4.
combining different kinds of cc licenses however.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. Although cc licenses may affect sales of images. the most common type of cc license restricts usage to non-commercial purposes and demands credit. they can serve a use for photographers too. 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. cc licenses are controversial: some people argue that they allow users easy access to works. – + full Screen contentS PreviouS neXt .SeLLiNG PHOtOGrAPHic LiceNSeS 4. Once an image has been awarded a cc license. may limit usage in a number of different ways. 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. it may be used by anyone free of charge. others claim that they devalue the market for images. that makes it an attractive magnet for image users looking for free photographs.
image licenses are sold either as rights Managed or royalty-Free. it also allows photographers to vary the charge according to use. rF images tend to be found on microstock sites. r oya lt y . rM licenses are usually sold by traditional stock companies.3 r i g h t s M a n a ged and r oyalt y-Free Licenses in general. 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. those uses rarely include reselling. rM allows photographers to control use of their works. 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 .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.SeLLiNG PHOtOGrAPHic LiceNSeS 4.
but may not own the rights to everything the image shows. the publisher is liable. if an image is published without a model release. ModelreleaSeS Model releases are necessary for photographs that contain an identifiable image of a person. Model releases are not necessary for news articles. A photograph that doesn’t have the right releases isn’t unsellable.SeLLiNG PHOtOGrAPHic LiceNSeS 4. it’s worth reading Bert krages’ Legal Handbook for Photographers or caroline Wright’s Photographer’s Legal Guide to understand the law concerning photography. not the photographer—but the publisher must be informed. but the photographer must tell the buyer that the releases are missing. s/he must make sure they have all the appropriate releases. ProPertyreleaSeS 26 – + full Screen contentS Photographers may also need releases from the owners of private buildings. PreviouS neXt .4 k n ow i n g t h e Law the photographer owns the rights to his or her image. Before a photographer can sell an image.
Watermarks are easy to add to an image. Many thieves don't understand they're doing anything wrong. help photographers track down stolen images and demand payment. image theft occurs when a user takes the image without requesting a license and without paying. PreviouS neXt .com and PicScout.5 Pre ve n t i n g thef t Making images available for licensing also makes them available for stealing. they can put off casual image thieves.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.com. 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. 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. and while they can be removed. such as Attributor. Although it’s impossible to completely prevent image theft online.
SeLLiNG PHOtOGrAPHic LiceNSeS 4.S to c k More recently. 28 – + full Screen contentS PreviouS neXt . they allow photographers to continue making money from their pictures long after they were taken. M i c r o a n d M i d .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. 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. doing the marketing and negotiating themselves. these companies charge more money and primarily sell rM licenses but are hard to break into.
5 Making Money from Microstock 29 – + full Screen contentS PreviouS neXt .
MAkiNG MONeY FrOM MicrOStOck 5. categories on microstock sites range from “Action” to “Zen-like. images available tend to consist of meetings. Friends and family can make good models. People photos must have model releases. handshakes and plenty of people in suits. Anyone can contribute but reviewers reject images that fail to meet technical standards or which are not sufficiently commercial. Many photographers shoot budding actors and students in return for headshots. 30 – + full Screen contentS PreviouS neXt .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.” b u S i n e S S i M ag e S the most commonly sought images are those with business themes. i M ag e S W i t h P e o P l e images with people are always popular.
increasing the profile of their photographers. 31 – + full Screen contentS PreviouS neXt . these can be as much as double the non-exclusive rate. a d Va n tag e S Higher commissions. d i S a d Va n tag e S Most photographers find that selling the same images through different sites pays more overall. Preferential marketing.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. increased advertising. exclusivity tends to provide a high sales commission. Microstock sites tend to use sample images from their exclusive photographers in their marketing. those benefits don’t always outweigh the costs of restricting sales to one marketing channel.MAkiNG MONeY FrOM MicrOStOck 5. Some microstock sites may give preferential treatment to exclusive photographers in search results.
co M M i S S i o n r at e S different sites offer different rates of commission. these can range from 20 percent of the sales price to 80 percent from some sites. Size Placing your images on larger sites like iStock and Shutterstock should make them available to more buyers. 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.MAkiNG MONeY FrOM MicrOStOck 5. the uploading can also be time-consuming and difficult depending on the site. 32 – + full Screen contentS PreviouS neXt . in practice. photographers often submit to several sites at the same time. But bigger sites also means more competition—and often lower commissions too.
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. the keywording process can be time-consuming. Microstock photographer Yuri Arcurs offers a free keywording tool at http://arcurs. that will save you starting from scratch each time. these are particularly important for scientific stock.MAkiNG MONeY FrOM MicrOStOck 5. different sites offer different tools to make keywording easier (for example by providing synonyms. Be sure to include location as well as subject and colors. Professional software such as imagekeyworder and keywordcompiler can do the work for you. cross-check with other similar images already available. Sites may also demand descriptions. for a fee. com/keywording. S h o r tc u t S keep a record of the terms used for each type of picture.) tags and keywords are usually checked during the approval process. ProceSS Begin by listing terms related to your topic.
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.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. Advertise sites you genuinely believe in. the Flickr bio is a great place to find photographers. 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. don’t limit your referral links to your blog. placement is crucial. Sites pay different rates for buyers and contributors. – + full Screen contentS PreviouS neXt . commissions range from zero for photographers (iStock) to 50% of the sales prices for six months for buyers (crestock). Active recommendations will always help to encourage extra clicks. One effective strategy is often to send photographers to one site and buyers to another.
W o r k r at e Some microstock sites use algorithms that return image search results based on popularity and date. top microstock photographer work full-time. a low-paying site can deliver more money per image on average by selling more overall. the sell-through rate is the percentage of images in a portfolio that have sold at least once.MAkiNG MONeY FrOM MicrOStOck 5. But there are things you can do that increase your sales. f o l lo W t h e S tat S Look beyond the commission rate to include the sell-through rate. 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. it indicates the effectiveness of a site—and a portfolio. uploading hundreds and even thousands of images a month.6 ti p s fo r S u c c ess Microstock sites do the marketing so that you don’t have to. Sometimes. PreviouS neXt 35 – + full Screen contentS .
6 Making Money from Your Photography Hobby 36 – + full Screen contentS PreviouS neXt .
upload your images and wait for approval.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. g e t t i n g S ta r t e d : Sign up online at a microstock site (iStock. Microstock accepts a broad range of subjects.) Browse images to see what sells. 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. Shutterstock and dreamstime are among the leaders. they provide a passive revenue source that requires no additional marketing necessary (although it can help). Meet the site’s technical requirements and shoot photos that sell—stock is commercial. Photographers receive small payments in comparison to traditional stock. rarely artistic. 37 – + full Screen contentS PreviouS neXt .MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. upload many images frequently—top microstock photographers have portfolios of thousands of images.
upload your images but keep them organized and tagged. the bio page can be a very useful marketing page. comments and a high profile. Follow your stats to see what viewers want and where they’re from. Good tagging is vital to turn up in search results. faves.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. Join groups and make comments to build your network.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. the site is often used by buyers looking for rare images. especially when it links to your website.95 and provides valuable stats. 38 – + full Screen contentS PreviouS neXt . k e yS to S u cc e S S : Networking is vital to build views. Flickr’s groups can be great places to swap information. creative commons (cc) licenses can be added to let publishers use images for free. g e t t i n g S ta r t e d : registration is free but pro membership is just $24.
but sales can be hard to find.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. 39 – + full Screen contentS PreviouS neXt . . . try starting with a local art fair to build a name and customer base. galleries.com can be an easy way to make your first art sales. choose the retail outlet that suits you best. if you can find a venue—cafes work!—you can organize your own exhibition. 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. trying to predict the art marketing is rarely rewarding and always self-defeating. websites. shoot what you want. g e t t i n g S ta r t e d : First. Galleries are the most prestigious and offer career help too but are difficult to break into. craft sites and even cafes and restaurants. Sales prices can be high . Websites like etsy.
40 – + full Screen contentS PreviouS neXt . Sign up to a print-on-demand company like Blurb. but very difficult to break into. Build the marketing channels that will bring buyers to your Blurb store. You have to make the sales. g e t t i n g S ta r t e d : First. traditional publishing is the most prestigious. Shoot the images you want rather than commercial photos for clients. choose how you want to publish your photography book. Market the book hard. Organize your images carefully—even a photography book has to tell a story. they can also be a passive revenue source—once your sales channels are established. 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 6.4 M a k i n g M o n e y from Photography B ooks Books are an impressive way to display your images.
MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. including post-production. Make sure you have all the equipment you need. Offering to assist an established photographer can help to build experience and contacts. 41 – + full Screen contentS PreviouS neXt . so are the expenses. g e t t i n g S ta r t e d : Many event photographers start by shooting for friends. event photography is very competitive and although the prices are high. encourage referrals. create different packages for different budgets and upsell albums and prints to increase income. Wedding photojournalism provides a new creative alternative to standard formals. 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.5 M a k i n g M o n e y from event Photogr aphy A standard way for professionals to earn revenue. Word-of-mouth always brings the best clients for the lowest cost.
When you have the images. . don’t be afraid to cold-call . Make your images available on sites like Flickr—semi-pros have sold news images this way. 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. 42 – + full Screen contentS PreviouS neXt . A client who buys once may well buy again and again. . . 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. . . as well as photography and good contacts. call fast. . and also one of the most competitive.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. . with shrinking opportunities. Photojournalism requires an understanding of the news. but don’t expect instant results either.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 .
7 upselling event Photography 43 – + full Screen contentS PreviouS neXt .
exaMPleofcroSS-Selling A customer hires a photographer to shoot a wedding and ends up ordering videography as well.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. get one free! time limited special offers given at point of sale. Flyers delivered with the product promoting additional items.uPSeLLiNG eVeNt PHOtOGrAPHY 7. traditionaluPSellingMethodS Buy two. exaMPleofuPSelling A customer hires a photographer to shoot a wedding and ends up ordering two additional wedding albums and extra-large prints. 44 – + full Screen contentS PreviouS neXt .
45 – + full Screen contentS PreviouS neXt . parent albums. Look for items you can include at little extra cost to be more competitive but be careful not to undersell. those packages provide an important opportunity for upselling.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. different size prints as well as the length of time the shoot lasts.uPSeLLiNG eVeNt PHOtOGrAPHY 7. 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. typical items include an ornate wedding album. it’s possible to upsell an entire package or add elements a la carte from more expensive packages. negatives or raw disc. extra prints. post-production work. emphasizing the additional elements in larger packages may be enough to complete the upsell. 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.
they can include edited or unedited images. a l b u M S Printed photo albums can come in a range of different styles and with different ornamentation. different types of photo albums can be marketed as gifts for specific recipients such as parents and siblings. different resolutions and different numbers of photos. cdS compact discs filled with images are an easy product to upsell. the Flickr stream ensures you receive credit. delivery after the event is another good time to offer additional items. WebSiteS One service to upsell is a photograph website or Flickr stream. 46 – + full Screen contentS PreviouS neXt .uPSeLLiNG eVeNt PHOtOGrAPHY 7.3 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.
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.uPSeLLiNG eVeNt PHOtOGrAPHY 7. will know they want the ceremony photographed. reciPientS “Who do you think would like to view the images?” Wedding couples may consider themselves the only beneficiaries of the shoot. 47 – + full Screen contentS PreviouS neXt . 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. Asking them if anyone else would be interested in viewing the images can create an opportunity to upsell albums. “do you have friends or relatives far away?” distant acquaintances can land you website creation. Wedding photography customers. to upsell then. they may not realize the value of additional albums. it’s vital to extract as much information from the customer as possible. that information is gathered through conversation and careful listening. for example.
Ask the clients about their next event and make clear that you’re available and with a special rate. tell the couple that you’re prepared to offer a 10 percent discount if one of their friends hires you. 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. 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. Make sure your contact details are on the back and you’ll be the first choice when they marry.uPSeLLiNG eVeNt PHOtOGrAPHY 7.5 Wi n n i n g co n tinuous Business upselling is really all about selling additional items to the same client. and even—at a stretch—referrals. Be bold. 48 – + full Screen contentS PreviouS neXt . You know the wedding date so send the couple anniversary cards and stay in the running for the maternity photos.
remember the upsell is only the bonus. 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.6 Pr i n c i p l e s fo r Successful u pselling upselling requires flexibility. Be realistic in your expectations. 49 – + full Screen contentS PreviouS neXt . those additional products and services should be desirable. Pushing too hard also runs the risk of losing what you have. excitement is an important part of selling. clients must feel you’re offering something valuable not pushing something they don’t need.uPSeLLiNG eVeNt PHOtOGrAPHY 7. not your entire portfolio. You’ll need a budget package and a range of other services and products you can add for an extra fee. if you have to work too hard for the sale you’re unlikely to get it. if you’re not enthusiastic about the benefits of what you’re selling. your clients won’t be enthusiastic either. the real product is the main service you’re offering. Successful upselling might involve just one or two extra items.
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