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there is no warranty as to the accuracy of the material contained herein and it may not be relied Photo credits: cover.com upon for any purpose. istock © wibs24. page v. page 15. reselling. Due to MAnY VArIABle rISKS. or republishing. page iv. You MuSt MAKe Your oWn InDePenDent JuDGMent AS to tHe VIABIlItY of AnY BuSIneSS trAnSActIon. page vi. istock © Anna Bryukhanova. – + full Screen contentS PreviouS neXt . page 29. AnY eXAMPleS AnD ADVIce GIVen In tHIS eBooK SHoulD not to Be conStrueD to GuArAntY econoMIc SucceSS. no reproduction. eVen If You folloW tHe ADVIce GIVen In tHIS eBooK. istock © Andrew ross. tHe ProDuctS AnD SerVIceS DeScrIBeD In tHIS eBooK Are for eDucAtIonAl AnD InforMAtIonAl PurPoSeS onlY. Book design: designForBooks. All rights reserved. in whole or in part. istock © dori Oconnell. istock © igor Balasanov. page iii.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. istock © iain Sarjeant. page 22 and 36 istock © Jaap Hart. Page ii. istock © Quavondo Nguyen. is permitted. istock © Jennifer trenchard. You MAY not MAKe AnY MoneY AnD InDeeD. istock © Andrea Gingerich. reprinting. page 43. MAY Suffer loSSeS.
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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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the sites won’t market the products for you. sales tend to be rare unless the picture is truly unique. . the seller’s commissions are usually lower too. c r a f t S to r e S Sites like etsy. 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. You’ll have to bring in the buyers 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. An alternative option is to sell photography books. but in practice.SeLLiNG PHOtOGrAPHic Art 1. the prices are also often lower than those of galleries.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. .com and Zazzle. But selling art online usually means doing the marketing yourself. the internet is open to all. 5 – + full Screen contentS PreviouS neXt .
PreviouS neXt . Actual figures though will vary from fair to fair. Average sales figures though may typically be in the low thousands. are able to exhibit and sell their works. 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. Make sure your images match the market. 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.SeLLiNG PHOtOGrAPHic Art 1. different fairs bring different buyers. including photographers. Art fairs are often a good stepping stone towards exhibiting in galleries.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. Art fairs usually charge for space. Some art fairs are juried and award prizes. Acceptance to these sorts of fairs carries a certain amount of prestige. 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.
7 – + full Screen contentS PreviouS neXt . You don’t have to make any pitches. Be sure to invite decision-makers such as gallery-owners. Place flyers in art stores. 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.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. collectors. that could be a café or a restaurant but it could also be a garage or a friend’s living room. museums and theaters. use your own contact lists as well as those of friends and colleagues where possible. critics and public officials. the advantage is that you’re in control. 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. the first thing you’ll need is a venue.SeLLiNG PHOtOGrAPHic Art 1. You also get to keep all of the sales. cafes. prepare a resume or write an artist’s statement. curators. the downside is that you have to do all of the work from finding a venue to printing the images to bringing in visitors.
2 Making Money From Flickr 8 – + full Screen contentS PreviouS neXt .
f r e e i M ag e S Most users are looking for free. 9 – + full Screen contentS PreviouS neXt . Stock companies offer similar images. the number and range of the images online however attracts buyers and users. Geotagging can be as simple as dragging your photo onto a map. especially for use on blogs. Flickr offers hard-to-find niche photos. creative commons-licensed images. u n i q u e i M ag e S Flickr’s appeal to buyers is its range.MAkiNG MONeY FrOM FLickr 2.1 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. but make sure your commercial images are protected. 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. it can pay to give away some free images.
but they’re even more helpful when you create your own.2 N e t wo r k i n g on Flick r Networking on Flickr is vital to generate views . . co M M e n t S comments bring photographers back to the commenter’s images. take part in discussions to raise the power of your comments. grouPS Groups can be very useful places to meet other photographers in your niche . and sales too. . 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). . 10 – + full Screen contentS PreviouS neXt . or even help with the administration of an established group. .MAkiNG MONeY FrOM FLickr 2. . . there are a number of different tools available to help with networking. .
images must include eXiF data. 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. co M M e n t S . 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. 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. it’s also a valuable way to generate plenty of views.MAkiNG MONeY FrOM FLickr 2. Photos must have at least two faves to qualify for the explore page. images are chosen for display on the explore page according to an algorithm that takes into account comments. 11 – + full Screen contentS PreviouS neXt . 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.
MAkiNG MONeY FrOM FLickr 2.com/groups/strobist/) and Pro corner (http://www. learningfroMgrouPS Groups such as Strobist (http://www.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. .4 th e Powe r o f Flick r Groups Groups are the heart of Flickr.flickr.flickr. .com/groups/afterclass/) set challenges that expand skills and provide new challenges. professional advice.flickr. 12 – + full Screen contentS PreviouS neXt . runningagrouP creating your own group takes effort . providing a place for photographers to network. but it shows buyers that you’re an expert in your field. exchange ideas and look at each other’s images. there are groups for just about every topic—and anyone can set up a new group.
A “No derivative Works” license prevents works being created that are based on your original. 13 combining different creative commons licenses can give you greater control over the use of your images. – + full Screen contentS PreviouS neXt .5 cre a t i ve co mmons creative commons licenses let anyone use images without paying for them. 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 “Noncommercial” license limits use to noncommercial purposes. A “Share Alike” license makes sure that derivated works are only shared under a similar license. 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.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. Prices of images can vary according to use as well as buyer and image.MAkiNG MONeY FrOM FLickr 2. use the bio to direct buyers to your commercial portfolio. 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 . 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.6 Wi n n i n g S a l es Flickr sales are always conducted through personal negotiation.
3 Finding Joint Venture Opportunities 15 – + full Screen contentS PreviouS neXt .
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. 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. 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.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. 16 – + full Screen contentS PreviouS neXt . those strengths could be access to a niche market. the goal is usually to win commissions or make sales. use of a set of specialized skills and even economies of scale and greater competitiveness.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.
FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. You get sales.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. the venue gets free decoration and publicity. 17 – + full Screen contentS PreviouS neXt . M u t ua l r e f e r r a l S Many photographic artists refer buyers to each other. Joint ventures can help a photographic artist to stand out from the crowd. show his/ her work and make sales. this is often done online by providing a list of links to other artists working on similar images. Photographers have even teamed up with framers to cut their costs. 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. One very simple joint venture is to ask a local café or restaurant to show your work.
that’s a joint venture waiting to happen.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. there are some novel approaches you can take too. 18 – + full Screen contentS PreviouS neXt . usually. talk to local businesses about putting pictures of their products on the photo-sharing site. Link the images back to the store’s website and take a share of the sale as an affiliate. 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. the school gets a cut but the photographer always does well out of a big deal too.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.
charitieS charities are just as good as campaigning groups when you’re looking for a distribution partner.4 Self-Promotion through Selfless campaigning Not every joint venture may have the goal of generating sales. business or anything else. 19 – + full Screen contentS PreviouS neXt . Make an offer but no demands other than credit. Many of the rewards will come from networking and few will come immediately. whether they’re environmental. c a M Pa i g n i n g g r o u P S every town has campaigning groups. choose a campaign you genuinely believe in.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. Sometimes a joint venture can be intended to raise a photographer’s profile and show off their work. You’ll want to enjoy yourself in the meantime. Providing images for campaigning groups and non-profits helps photographers to display their photos and serve a good cause. those campaigns need images—and will give you exposure in return.
FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. MarketingexPertS Photographers have managed to team up with sales professionals. 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. You supply the photos. the designers adds some graphic magic—and you split the revenues. graPhicdeSignerS camera skills and Photoshop skills go hand-in-hand. Or track down a wordsmith and collaborate on a photo-based story book. For some photographers.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. sharing the income from a job. 20 – + full Screen contentS PreviouS neXt . Find an artist and supply the images. it's a bit like having a private photography agent. it’s proved a first step towards producing their own books. You can find good partners at Pixish.
Only choose partners you genuinely believe in. and what the partner can provide for you. and above all.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. Start with friends and colleagues. the customer. it should work again for a special offer or new image range. if a promotion works once. Nothing ruins a reputation faster than promoting poor quality products or services. You’ll want to know whether the partnership is working— and whether it’s worth continuing. and the pitching should be relatively easy. the partner. 21 – + full Screen contentS PreviouS neXt . the most successful joint ventures tend to be those between professionals of equal size. (A photographer is unlikely to strike a deal with Walmart but might have a good chance with a local framer.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. See every joint venture as a stepping stone to future partnership deals. understand exactly what you want from the joint venture.) keep track of the results. they’re good places to understand the dynamics of a partnership.
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. Selling the rights to use an image does not affect the photographer’s ownership over it.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. unless stated otherwise. – + full Screen contentS PreviouS neXt . rights may be exclusive and limited in time.SeLLiNG PHOtOGrAPHic LiceNSeS 4. 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.
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. they can serve a use for photographers too. may limit usage in a number of different ways. Although cc licenses may affect sales of images. it may be used by anyone free of charge.SeLLiNG PHOtOGrAPHic LiceNSeS 4. – + full Screen contentS PreviouS neXt . combining different kinds of cc licenses however. the most common type of cc license restricts usage to non-commercial purposes and demands credit. cc licenses are controversial: some people argue that they allow users easy access to works.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. 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. Once an image has been awarded a cc license. others claim that they devalue the market for images.
image licenses are sold either as rights Managed or royalty-Free.3 r i g h t s M a n a ged and r oyalt y-Free Licenses in general.SeLLiNG PHOtOGrAPHic LiceNSeS 4.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. 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. rM licenses are usually sold by traditional stock companies. those uses rarely include reselling. rF images tend to be found on microstock sites. r oya lt y . 25 – + full Screen contentS PreviouS neXt . 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. rM allows photographers to control use of their works. it also allows photographers to vary the charge according to use.
if an image is published without a model release. A photograph that doesn’t have the right releases isn’t unsellable. it’s worth reading Bert krages’ Legal Handbook for Photographers or caroline Wright’s Photographer’s Legal Guide to understand the law concerning photography. Before a photographer can sell an image. ModelreleaSeS Model releases are necessary for photographs that contain an identifiable image of a person. ProPertyreleaSeS 26 – + full Screen contentS Photographers may also need releases from the owners of private buildings. but the photographer must tell the buyer that the releases are missing.SeLLiNG PHOtOGrAPHic LiceNSeS 4.4 k n ow i n g t h e Law the photographer owns the rights to his or her image. Model releases are not necessary for news articles. PreviouS neXt . s/he must make sure they have all the appropriate releases. the publisher is liable. not the photographer—but the publisher must be informed. but may not own the rights to everything the image shows.
com. and while they can be removed. help photographers track down stolen images and demand payment. they can put off casual image thieves. 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.SeLLiNG PHOtOGrAPHic LiceNSeS 4. Although it’s impossible to completely prevent image theft online. Watermarks are easy to add to an image. such as Attributor. Many thieves don't understand they're doing anything wrong. 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.5 Pre ve n t i n g thef t Making images available for licensing also makes them available for stealing. 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.com and PicScout. image theft occurs when a user takes the image without requesting a license and without paying. PreviouS neXt .
they allow photographers to continue making money from their pictures long after they were taken. 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. M i c r o a n d M i d . these companies charge more money and primarily sell rM licenses but are hard to break into. they can even make good pension plans! But starting to sell them hasn’t always been easy.SeLLiNG PHOtOGrAPHic LiceNSeS 4. doing the marketing and negotiating themselves. microstock sites like iStock and mid-stock sites like fotoLibra have thrown their doors open to any photographer who wants to submit sellable photos. 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. 28 – + full Screen contentS PreviouS neXt .S to c k More recently.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.
5 Making Money from Microstock 29 – + full Screen contentS PreviouS neXt .
handshakes and plenty of people in suits. People photos must have model releases. images available tend to consist of meetings. i M ag e S W i t h P e o P l e images with people are always popular. Anyone can contribute but reviewers reject images that fail to meet technical standards or which are not sufficiently commercial. categories on microstock sites range from “Action” to “Zen-like.” b u S i n e S S i M ag e S the most commonly sought images are those with business themes. Many photographers shoot budding actors and students in return for headshots. 30 – + full Screen contentS PreviouS neXt . Friends and family can make good models.MAkiNG MONeY FrOM MicrOStOck 5.1 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.
exclusivity tends to provide a high sales commission. Some microstock sites may give preferential treatment to exclusive photographers in search results. a d Va n tag e S Higher commissions. increasing the profile of their photographers.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. Preferential marketing. 31 – + full Screen contentS PreviouS neXt . those benefits don’t always outweigh the costs of restricting sales to one marketing channel.MAkiNG MONeY FrOM MicrOStOck 5. increased advertising. d i S a d Va n tag e S Most photographers find that selling the same images through different sites pays more overall. these can be as much as double the non-exclusive rate. Microstock sites tend to use sample images from their exclusive photographers in their marketing.
photographers often submit to several sites at the same time. the uploading can also be time-consuming and difficult depending on the site. these can range from 20 percent of the sales price to 80 percent from some sites. co M M i S S i o n r at e S different sites offer different rates of commission.MAkiNG MONeY FrOM MicrOStOck 5. But bigger sites also means more competition—and often lower commissions too. tiMe All photos submitted to microstock sites have to be reviewed—a process that can take from days to weeks. Size Placing your images on larger sites like iStock and Shutterstock should make them available to more buyers. in practice. 32 – + full Screen contentS PreviouS neXt .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.
Sites may also demand descriptions. Professional software such as imagekeyworder and keywordcompiler can do the work for you. S h o r tc u t S keep a record of the terms used for each type of picture. Microstock photographer Yuri Arcurs offers a free keywording tool at http://arcurs. 33 – + full Screen contentS PreviouS neXt . Be sure to include location as well as subject and colors.MAkiNG MONeY FrOM MicrOStOck 5. different sites offer different tools to make keywording easier (for example by providing synonyms. that will save you starting from scratch each time. the keywording process can be time-consuming. these are particularly important for scientific stock. for a fee. com/keywording. ProceSS Begin by listing terms related to your topic.) tags and keywords are usually checked during the approval process. cross-check with other similar images already available.4 k e y wo rd i n g and tagging tags enable buyers to search for images by keywords.
Sites pay different rates for buyers and contributors. Active recommendations will always help to encourage extra clicks. Advertise sites you genuinely believe in. One effective strategy is often to send photographers to one site and buyers to another. placement is crucial. commissions range from zero for photographers (iStock) to 50% of the sales prices for six months for buyers (crestock). the Flickr bio is a great place to find photographers.MAkiNG MONeY FrOM MicrOStOck 5.5 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. 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. Your buyers’ trust is always your most valuable asset. Ads placed above the fold—visible on the screen before the buyer scrolls—tend to perform the best. – + full Screen contentS PreviouS neXt .
But there are things you can do that increase your sales.6 ti p s fo r S u c c ess Microstock sites do the marketing so that you don’t have to. a low-paying site can deliver more money per image on average by selling more overall. 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. uploading hundreds and even thousands of images a month. f o l lo W t h e S tat S Look beyond the commission rate to include the sell-through rate. top microstock photographer work full-time. W o r k r at e Some microstock sites use algorithms that return image search results based on popularity and date. Sometimes. the sell-through rate is the percentage of images in a portfolio that have sold at least once.MAkiNG MONeY FrOM MicrOStOck 5. PreviouS neXt 35 – + full Screen contentS . it indicates the effectiveness of a site—and a portfolio.
6 Making Money from Your Photography Hobby 36 – + full Screen contentS PreviouS neXt .
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. upload many images frequently—top microstock photographers have portfolios of thousands of images. Microstock accepts a broad range of subjects.) Browse images to see what sells. upload your images and wait for approval. 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. Shutterstock and dreamstime are among the leaders. 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. rarely artistic. 37 – + full Screen contentS PreviouS neXt .MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6.1 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.
k e yS to S u cc e S S : Networking is vital to build views. especially when it links to your website. Good tagging is vital to turn up in search results.95 and provides valuable stats. comments and a high profile. the bio page can be a very useful marketing page.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. 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. 38 – + full Screen contentS PreviouS neXt . Flickr’s groups can be great places to swap information. faves. upload your images but keep them organized and tagged. Follow your stats to see what viewers want and where they’re from.
craft sites and even cafes and restaurants. Websites like etsy. choose the retail outlet that suits you best. trying to predict the art marketing is rarely rewarding and always self-defeating. Sales prices can be high .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.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. if you can find a venue—cafes work!—you can organize your own exhibition. but sales can be hard to find. Galleries are the most prestigious and offer career help too but are difficult to break into. galleries. . shoot what you want. g e t t i n g S ta r t e d : First. websites. try starting with a local art fair to build a name and customer base. 39 – + full Screen contentS PreviouS neXt . 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. .com can be an easy way to make your first art sales.
Organize your images carefully—even a photography book has to tell a story. Build the marketing channels that will bring buyers to your Blurb store. Sign up to a print-on-demand company like Blurb. Shoot the images you want rather than commercial photos for clients. 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. Market the book hard.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. choose how you want to publish your photography book.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. You have to make the sales. traditional publishing is the most prestigious. but very difficult to break into. 40 – + full Screen contentS PreviouS neXt . they can also be a passive revenue source—once your sales channels are established. g e t t i n g S ta r t e d : First.
5 M a k i n g M o n e y from event Photogr aphy A standard way for professionals to earn revenue. Offering to assist an established photographer can help to build experience and contacts.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. Make sure you have all the equipment you need. Wedding photojournalism provides a new creative alternative to standard formals. Word-of-mouth always brings the best clients for the lowest cost. including post-production. k e yS to S u cc e S S : understand the real costs involved in shooting an event. encourage referrals. create different packages for different budgets and upsell albums and prints to increase income. requires some on-the-job training and experience. event photography is very competitive and although the prices are high. so are the expenses. 41 – + full Screen contentS PreviouS neXt . g e t t i n g S ta r t e d : Many event photographers start by shooting for friends.
with shrinking opportunities. . as well as photography and good contacts. . . and also one of the most competitive. Photojournalism requires an understanding of the news. .MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. 42 – + full Screen contentS PreviouS neXt .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 . 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. call fast. . Make your images available on sites like Flickr—semi-pros have sold news images this way. don’t be afraid to cold-call . A client who buys once may well buy again and again. but don’t expect instant results either. When you have the images. . . 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.
7 upselling event Photography 43 – + full Screen contentS PreviouS neXt .
traditionaluPSellingMethodS Buy two. 44 – + 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.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. cross-selling is similar to upselling but encourages a buyer to purchase other (often unrelated) products. Flyers delivered with the product promoting additional items. exaMPleofcroSS-Selling A customer hires a photographer to shoot a wedding and ends up ordering videography as well.
it’s possible to upsell an entire package or add elements a la carte from more expensive packages. emphasizing the additional elements in larger packages may be enough to complete the upsell.uPSeLLiNG eVeNt PHOtOGrAPHY 7.2 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. 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. Look for items you can include at little extra cost to be more competitive but be careful not to undersell. 45 – + full Screen contentS PreviouS neXt . post-production work. those packages provide an important opportunity for upselling. different size prints as well as the length of time the shoot lasts. parent albums. negatives or raw disc. 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. extra prints.
a l b u M S Printed photo albums can come in a range of different styles and with different ornamentation. cdS compact discs filled with images are an easy product to upsell.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. delivery after the event is another good time to offer additional items.uPSeLLiNG eVeNt PHOtOGrAPHY 7. 46 – + full Screen contentS PreviouS neXt . they can include edited or unedited images. the Flickr stream ensures you receive credit. 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. WebSiteS One service to upsell is a photograph website or Flickr stream.
“do you have friends or relatives far away?” distant acquaintances can land you website creation. it’s vital to extract as much information from the customer as possible. 47 – + full Screen contentS PreviouS neXt . reciPientS “Who do you think would like to view the images?” Wedding couples may consider themselves the only beneficiaries of the shoot. Asking them if anyone else would be interested in viewing the images can create an opportunity to upsell albums. they may not realize the value of additional albums.uPSeLLiNG eVeNt PHOtOGrAPHY 7. 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. to upsell then.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. Wedding photography customers. will know they want the ceremony photographed. for example. that information is gathered through conversation and careful listening.
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.5 Wi n n i n g co n tinuous Business upselling is really all about selling additional items to the same client. 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. You know the wedding date so send the couple anniversary cards and stay in the running for the maternity photos. 48 – + full Screen contentS PreviouS neXt . Make sure your contact details are on the back and you’ll be the first choice when they marry. 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. But it may also include future sales.uPSeLLiNG eVeNt PHOtOGrAPHY 7. and even—at a stretch—referrals. Be bold.
clients must feel you’re offering something valuable not pushing something they don’t need. You’ll need a budget package and a range of other services and products you can add for an extra fee. your clients won’t be enthusiastic either. Successful upselling might involve just one or two extra items. Be realistic in your expectations.6 Pr i n c i p l e s fo r Successful u pselling upselling requires flexibility. if you’re not enthusiastic about the benefits of what you’re selling. 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. excitement is an important part of selling. not your entire portfolio. the real product is the main service you’re offering. those additional products and services should be desirable. remember the upsell is only the bonus.uPSeLLiNG eVeNt PHOtOGrAPHY 7. 49 – + full Screen contentS PreviouS neXt . if you have to work too hard for the sale you’re unlikely to get it. Pushing too hard also runs the risk of losing what you have.
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