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reprinting. istock © Quavondo Nguyen. Book design: designForBooks. page v. istock © Jennifer trenchard. AnY eXAMPleS AnD ADVIce GIVen In tHIS eBooK SHoulD not to Be conStrueD to GuArAntY econoMIc SucceSS.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. eVen If You folloW tHe ADVIce GIVen In tHIS eBooK. page 29. page 15. is permitted. page iv. reselling. page vi. page 22 and 36 istock © Jaap Hart. Page ii. – + full Screen contentS PreviouS neXt . there is no warranty as to the accuracy of the material contained herein and it may not be relied Photo credits: cover. istock © Andrew ross. istock © igor Balasanov. istock © Andrea Gingerich. page iii. You MAY not MAKe AnY MoneY AnD InDeeD. All rights reserved. tHe ProDuctS AnD SerVIceS DeScrIBeD In tHIS eBooK Are for eDucAtIonAl AnD InforMAtIonAl PurPoSeS onlY. MAY Suffer loSSeS. no reproduction. You MuSt MAKe Your oWn InDePenDent JuDGMent AS to tHe VIABIlItY of AnY BuSIneSS trAnSActIon. in whole or in part. istock © Anna Bryukhanova. Due to MAnY VArIABle rISKS. page 43. istock © wibs24. istock © dori Oconnell.com upon for any purpose. istock © iain Sarjeant. or republishing.
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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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Services such as Blurb let photographers create photographic art books and sell them online for a profit. An alternative option is to sell photography books.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. You’ll have to bring in the buyers yourself. but in practice. the sites won’t market the products for you. sales tend to be rare unless the picture is truly unique. . 5 – + full Screen contentS PreviouS neXt . P r i n t e d P h oto S Many photography sites allow viewers to purchase prints . . the seller’s commissions are usually lower too.com and Zazzle. One useful strategy is to sell your images as computer wallpaper on a subscription basis. the prices are also often lower than those of galleries. c r a f t S to r e S Sites like etsy.SeLLiNG PHOtOGrAPHic Art 1. the internet is open to all.com let photographers place their images on products ranging from mugs and mousepads to shoes and posters. But selling art online usually means doing the marketing yourself.
Some art fairs are juried and award prizes. different fairs bring different buyers. Art fairs are often a good stepping stone towards exhibiting in galleries. are able to exhibit and sell their works. Average sales figures though may typically be in the low thousands. PreviouS neXt . Acceptance to these sorts of fairs carries a certain amount of prestige. Actual figures though will vary from fair to fair. the fees can range from around $30 to three and even four figures. Make sure your images match the market.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. 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. Art fairs usually charge for space. 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. including photographers. images should be matted and covered so that they aren’t damaged by browsers.SeLLiNG PHOtOGrAPHic Art 1.
the advantage is that you’re in control. prepare a resume or write an artist’s statement.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.SeLLiNG PHOtOGrAPHic Art 1. 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. 7 – + full Screen contentS PreviouS neXt . 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. 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. museums and theaters. critics and public officials. curators. You don’t have to make any pitches. cafes. You also get to keep all of the sales. use your own contact lists as well as those of friends and colleagues where possible. Be sure to invite decision-makers such as gallery-owners. Place flyers in art stores. the first thing you’ll need is a venue. that could be a café or a restaurant but it could also be a garage or a friend’s living room.
2 Making Money From Flickr 8 – + full Screen contentS PreviouS neXt .
Geotagging can be as simple as dragging your photo onto a map. 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. Stock companies offer similar images. u n i q u e i M ag e S Flickr’s appeal to buyers is its range. the number and range of the images online however attracts buyers and users. but make sure your commercial images are protected. it can pay to give away some free images. f r e e i M ag e S Most users are looking for free. creative commons-licensed images. especially for use on blogs.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. Flickr offers hard-to-find niche photos. 9 – + full Screen contentS PreviouS neXt .
2 N e t wo r k i n g on Flick r Networking on Flickr is vital to generate views . there are a number of different tools available to help with networking. . . 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 . . co M M e n t S comments bring photographers back to the commenter’s images. and sales too. .MAkiNG MONeY FrOM FLickr 2. grouPS Groups can be very useful places to meet other photographers in your niche . . . but they’re even more helpful when you create your own. or even help with the administration of an established group. . take part in discussions to raise the power of your comments.
images are chosen for display on the explore page according to an algorithm that takes into account comments. faves. co M M e n t S . 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. 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. images must include eXiF data. 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. Photos must have at least two faves to qualify for the explore page. 11 – + full Screen contentS PreviouS neXt .MAkiNG MONeY FrOM FLickr 2. views and group membership.
12 – + full Screen contentS PreviouS neXt . .flickr.4 th e Powe r o f Flick r Groups Groups are the heart of Flickr.com/groups/procorner/) give valuable. 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.com/groups/afterclass/) set challenges that expand skills and provide new challenges.flickr. runningagrouP creating your own group takes effort . providing a place for photographers to network. professional advice.flickr. learningfroMgrouPS Groups such as Strobist (http://www. 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.com/groups/strobist/) and Pro corner (http://www. 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. 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. Adding a creative commons license then can increase the chances that your images will be found.MAkiNG MONeY FrOM FLickr 2.5 cre a t i ve co mmons creative commons licenses let anyone use images without paying for them. – + full Screen contentS PreviouS neXt . 13 combining different creative commons licenses can give you greater control over the use of your images. 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. A “Noncommercial” license limits use to noncommercial purposes. A “Share Alike” license makes sure that derivated works are only shared under a similar license.
6 Wi n n i n g S a l es Flickr sales are always conducted through personal negotiation.MAkiNG MONeY FrOM FLickr 2. 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. 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 . 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 .
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. 16 – + 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.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. 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. 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. common examples include joint ventures between photographers and event halls or videographers.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3.
M u t ua l r e f e r r a l S Many photographic artists refer buyers to each other. Photographers have even teamed up with framers to cut their costs.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. 17 – + full Screen contentS PreviouS neXt . 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. the venue gets free decoration and publicity. show his/ her work and make sales. You get sales.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. each business is aiming a different product at the same market. WinningexhibitionS Showing work in a gallery is a form of joint venture—it’s just a very hard one to land. One very simple joint venture is to ask a local café or restaurant to show your work.
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. usually. 18 – + full Screen contentS PreviouS neXt .FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. businesses don’t. PutabuSineSSonflickr Photographers know Flickr.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. 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. talk to local businesses about putting pictures of their products on the photo-sharing site. 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.
choose a campaign you genuinely believe in. those campaigns need images—and will give you exposure in return. Many of the rewards will come from networking and few will come immediately.4 Self-Promotion through Selfless campaigning Not every joint venture may have the goal of generating sales. You’ll want to enjoy yourself in the meantime.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. Make an offer but no demands other than credit. charitieS charities are just as good as campaigning groups when you’re looking for a distribution partner. 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. Providing images for campaigning groups and non-profits helps photographers to display their photos and serve a good cause. 19 – + full Screen contentS PreviouS neXt . business or anything else. Sometimes a joint venture can be intended to raise a photographer’s profile and show off their work.
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. it’s proved a first step towards producing their own books.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. 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. MarketingexPertS Photographers have managed to team up with sales professionals. graPhicdeSignerS camera skills and Photoshop skills go hand-in-hand. Or track down a wordsmith and collaborate on a photo-based story book. You can find good partners at Pixish.com. For some photographers. the designers adds some graphic magic—and you split the revenues. 20 – + full Screen contentS PreviouS neXt . Find an artist and supply the images. You supply the photos. it's a bit like having a private photography agent.
they’re good places to understand the dynamics of a partnership. understand exactly what you want from the joint venture. Nothing ruins a reputation faster than promoting poor quality products or services. if a promotion works once.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. You’ll want to know whether the partnership is working— and whether it’s worth continuing. it should work again for a special offer or new image range. Only choose partners you genuinely believe in. the partner. and the pitching should be relatively easy. 21 – + full Screen contentS PreviouS neXt . and above all. Start with friends and colleagues.) keep track of the results.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. See every joint venture as a stepping stone to future partnership deals. and what the partner can provide for you. the customer.
4 Selling Photographic Licenses 22 – + 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. Buyers may also purchase the rights to create a derivative work.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 . that means no one can use any of your images—or sell them—without first receiving your authorization. rights may be exclusive and limited in time. the scope of those rights—and their prices—can vary widely. Selling the rights to use an image does not affect the photographer’s ownership over it. unless stated otherwise. An image license grants the user specific rights to use a particular image for a particular purpose. a set number of times or for a defined use. the buyer cannot resell the image or claim it as his own.
Once an image has been awarded a cc license. 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. cc licenses are controversial: some people argue that they allow users easy access to works. it may be used by anyone free of charge. 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.SeLLiNG PHOtOGrAPHic LiceNSeS 4. Although cc licenses may affect sales of images. that makes it an attractive magnet for image users looking for free photographs. – + full Screen contentS PreviouS neXt .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. others claim that they devalue the market for images. may limit usage in a number of different ways. combining different kinds of cc licenses however. they can serve a use for photographers too. the most common type of cc license restricts usage to non-commercial purposes and demands credit.
those uses rarely include reselling. 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. 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. rM licenses are usually sold by traditional stock companies.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 oya lt y . 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. it also allows photographers to vary the charge according to use.
if an image is published without a model release. Model releases are not necessary for news articles. but may not own the rights to everything the image shows. s/he must make sure they have all the appropriate releases. but the photographer must tell the buyer that the releases are missing. the publisher is liable. not the photographer—but the publisher must be informed. Before a photographer can sell an image. PreviouS neXt . it’s worth reading Bert krages’ Legal Handbook for Photographers or caroline Wright’s Photographer’s Legal Guide to understand the law concerning photography.SeLLiNG PHOtOGrAPHic LiceNSeS 4. ProPertyreleaSeS 26 – + full Screen contentS Photographers may also need releases from the owners of private buildings.4 k n ow i n g t h e Law the photographer owns the rights to his or her image. 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.
SeLLiNG PHOtOGrAPHic LiceNSeS 4. and while they can be removed. they can put off casual image thieves. Although it’s impossible to completely prevent image theft online. 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. help photographers track down stolen images and demand payment.com and PicScout. 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. 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. Watermarks are easy to add to an image. such as Attributor. Many thieves don't understand they're doing anything wrong.com.5 Pre ve n t i n g thef t Making images available for licensing also makes them available for stealing. image theft occurs when a user takes the image without requesting a license and without paying. PreviouS neXt .
they can even make good pension plans! But starting to sell them hasn’t always been easy.SeLLiNG PHOtOGrAPHic LiceNSeS 4. 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. M i c r o a n d M i d . 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. doing the marketing and negotiating themselves.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. 28 – + full Screen contentS PreviouS neXt . microstock sites like iStock and mid-stock sites like fotoLibra have thrown their doors open to any photographer who wants to submit sellable photos. they allow photographers to continue making money from their pictures long after they were taken.S to c k More recently. 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 .
Many photographers shoot budding actors and students in return for headshots. Anyone can contribute but reviewers reject images that fail to meet technical standards or which are not sufficiently commercial. People photos must have model releases. i M ag e S W i t h P e o P l e images with people are always popular. handshakes and plenty of people in suits. images available tend to consist of meetings.MAkiNG MONeY FrOM MicrOStOck 5. Friends and family can make good models. categories on microstock sites range from “Action” to “Zen-like. 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.
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. these can be as much as double the non-exclusive rate. those benefits don’t always outweigh the costs of restricting sales to one marketing channel. increased advertising.MAkiNG MONeY FrOM MicrOStOck 5. Microstock sites tend to use sample images from their exclusive photographers in their marketing. Preferential marketing. Some microstock sites may give preferential treatment to exclusive photographers in search results. 31 – + full Screen contentS PreviouS neXt . exclusivity tends to provide a high sales commission. d i S a d Va n tag e S Most photographers find that selling the same images through different sites pays more overall. a d Va n tag e S Higher commissions.
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. photographers often submit to several sites at the same time.MAkiNG MONeY FrOM MicrOStOck 5. co M M i S S i o n r at e S different sites offer different rates of commission. 32 – + full Screen contentS PreviouS neXt . in practice. these can range from 20 percent of the sales price to 80 percent from some sites. tiMe All photos submitted to microstock sites have to be reviewed—a process that can take from days to weeks. But bigger sites also means more competition—and often lower commissions too. Size Placing your images on larger sites like iStock and Shutterstock should make them available to more buyers. the uploading can also be time-consuming and difficult depending on the site.
Microstock photographer Yuri Arcurs offers a free keywording tool at http://arcurs. 33 – + full Screen contentS PreviouS neXt . the keywording process can be time-consuming. 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.MAkiNG MONeY FrOM MicrOStOck 5. ProceSS Begin by listing terms related to your topic. that will save you starting from scratch each time. 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. Be sure to include location as well as subject and colors. these are particularly important for scientific stock. Sites may also demand descriptions. com/keywording. Professional software such as imagekeyworder and keywordcompiler can do the work for you. for a fee. different sites offer different tools to make keywording easier (for example by providing synonyms.
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.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. don’t limit your referral links to your blog. the Flickr bio is a great place to find photographers. Active recommendations will always help to encourage extra clicks. commissions range from zero for photographers (iStock) to 50% of the sales prices for six months for buyers (crestock). One effective strategy is often to send photographers to one site and buyers to another. Advertise sites you genuinely believe in. 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. – + full Screen contentS PreviouS neXt .MAkiNG MONeY FrOM MicrOStOck 5. placement is crucial. Sites pay different rates for buyers and contributors.
a low-paying site can deliver more money per image on average by selling more overall. PreviouS neXt 35 – + full Screen contentS . W o r k r at e Some microstock sites use algorithms that return image search results based on popularity and date. it indicates the effectiveness of a site—and a portfolio. 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. Sometimes. the sell-through rate is the percentage of images in a portfolio that have sold at least once. But there are things you can do that increase your sales. top microstock photographer work full-time.MAkiNG MONeY FrOM MicrOStOck 5. 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. f o l lo W t h e S tat S Look beyond the commission rate to include the sell-through rate.
6 Making Money from Your Photography Hobby 36 – + full Screen contentS PreviouS neXt .
) Browse images to see what sells. upload your images and wait for approval. rarely artistic. upload many images frequently—top microstock photographers have portfolios of thousands of images. Meet the site’s technical requirements and shoot photos that sell—stock is commercial. 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. 37 – + full Screen contentS PreviouS neXt . Shutterstock and dreamstime are among the leaders. g e t t i n g S ta r t e d : Sign up online at a microstock site (iStock.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. Photographers receive small payments in comparison to traditional stock. they provide a passive revenue source that requires no additional marketing necessary (although it can help).MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. Microstock accepts a broad range of subjects.
the bio page can be a very useful marketing page. Join groups and make comments to build your network. faves.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. creative commons (cc) licenses can be added to let publishers use images for free. Good tagging is vital to turn up in search results. 38 – + full Screen contentS PreviouS neXt .95 and provides valuable stats. upload your images but keep them organized and tagged.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. especially when it links to your website. g e t t i n g S ta r t e d : registration is free but pro membership is just $24. Flickr’s groups can be great places to swap information. comments and a high profile. k e yS to S u cc e S S : Networking is vital to build views. Follow your stats to see what viewers want and where they’re from. the site is often used by buyers looking for rare images.
galleries. Websites like etsy. shoot what you want. try starting with a local art fair to build a name and customer base. choose the retail outlet that suits you best.com can be an easy way to make your first art sales.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. g e t t i n g S ta r t e d : First. .MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. craft sites and even cafes and restaurants. 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. websites. if you can find a venue—cafes work!—you can organize your own exhibition. 39 – + full Screen contentS PreviouS neXt . Galleries are the most prestigious and offer career help too but are difficult to break into. Sales prices can be high . but sales can be hard to find. trying to predict the art marketing is rarely rewarding and always self-defeating. .
traditional publishing is the most prestigious. Build the marketing channels that will bring buyers to your Blurb store. Shoot the images you want rather than commercial photos for clients. choose how you want to publish your photography book.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. 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. 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. Sign up to a print-on-demand company like Blurb. You have to make the sales. 40 – + full Screen contentS PreviouS neXt . but very difficult to break into. Market the book hard. 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.
5 M a k i n g M o n e y from event Photogr aphy A standard way for professionals to earn revenue. including post-production. Word-of-mouth always brings the best clients for the lowest cost. create different packages for different budgets and upsell albums and prints to increase income.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. event photography is very competitive and although the prices are high. so are the expenses. encourage referrals. Wedding photojournalism provides a new creative alternative to standard formals. 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. k e yS to S u cc e S S : understand the real costs involved in shooting an event. Offering to assist an established photographer can help to build experience and contacts. requires some on-the-job training and experience. Make sure you have all the equipment you need.
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.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. When you have the images. 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 . but don’t expect instant results either. Make your images available on sites like Flickr—semi-pros have sold news images this way. don’t be afraid to cold-call . call fast. . . as well as photography and good contacts. . 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. with shrinking opportunities. and also one of the most competitive. . . A client who buys once may well buy again and again. .
7 upselling event Photography 43 – + full Screen contentS PreviouS neXt .
cross-selling is similar to upselling but encourages a buyer to purchase other (often unrelated) products. exaMPleofuPSelling A customer hires a photographer to shoot a wedding and ends up ordering two additional wedding albums and extra-large prints. exaMPleofcroSS-Selling A customer hires a photographer to shoot a wedding and ends up ordering videography as well. traditionaluPSellingMethodS Buy two. Flyers delivered with the product promoting additional items.uPSeLLiNG eVeNt PHOtOGrAPHY 7. get one free! time limited special offers given at point of sale.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. 44 – + full Screen contentS PreviouS neXt .
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 . 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.uPSeLLiNG eVeNt PHOtOGrAPHY 7. post-production work.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. those packages provide an important opportunity for upselling. 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. emphasizing the additional elements in larger packages may be enough to complete the upsell. negatives or raw disc. it’s possible to upsell an entire package or add elements a la carte from more expensive packages. typical items include an ornate wedding album. different size prints as well as the length of time the shoot lasts. parent albums.
different resolutions and different numbers of photos. different types of photo albums can be marketed as gifts for specific recipients such as parents and siblings.uPSeLLiNG eVeNt PHOtOGrAPHY 7. they can include edited or unedited images. the Flickr stream ensures you receive credit. WebSiteS One service to upsell is a photograph website or Flickr stream. 46 – + full Screen contentS PreviouS neXt . delivery after the event is another good time to offer additional items. cdS compact discs filled with images are an easy product to upsell. a l b u M S Printed photo albums can come in a range of different styles and with different ornamentation.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.
reciPientS “Who do you think would like to view the images?” Wedding couples may consider themselves the only beneficiaries of the shoot. will know they want the ceremony photographed. Wedding photography customers.uPSeLLiNG eVeNt PHOtOGrAPHY 7. to upsell then. for example. it’s vital to extract as much information from the customer as possible. they may not realize the value of additional albums. 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.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. that information is gathered through conversation and careful listening. 47 – + full Screen contentS PreviouS neXt .
Make sure your contact details are on the back and you’ll be the first choice when they marry. 48 – + full Screen contentS PreviouS neXt . 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. 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.5 Wi n n i n g co n tinuous Business upselling is really all about selling additional items to the same client. 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. Be bold.uPSeLLiNG eVeNt PHOtOGrAPHY 7.
Successful upselling might involve just one or two extra items. remember the upsell is only the bonus. Be realistic in your expectations. 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. 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.6 Pr i n c i p l e s fo r Successful u pselling upselling requires flexibility. the real product is the main service you’re offering. 49 – + full Screen contentS PreviouS neXt . not your entire portfolio. if you have to work too hard for the sale you’re unlikely to get it. your clients won’t be enthusiastic either. Pushing too hard also runs the risk of losing what you have. excitement is an important part of selling. those additional products and services should be desirable. clients must feel you’re offering something valuable not pushing something they don’t need.uPSeLLiNG eVeNt PHOtOGrAPHY 7.
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