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Page ii. AnY eXAMPleS AnD ADVIce GIVen In tHIS eBooK SHoulD not to Be conStrueD to GuArAntY econoMIc SucceSS. istock © Anna Bryukhanova. no reproduction. istock © dori Oconnell.com upon for any purpose. – + full Screen contentS PreviouS neXt . You MuSt MAKe Your oWn InDePenDent JuDGMent AS to tHe VIABIlItY of AnY BuSIneSS trAnSActIon.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. Book design: designForBooks. istock © igor Balasanov. All rights reserved. MAY Suffer loSSeS. istock © iain Sarjeant. eVen If You folloW tHe ADVIce GIVen In tHIS eBooK. istock © Quavondo Nguyen. page vi. istock © Andrew ross. there is no warranty as to the accuracy of the material contained herein and it may not be relied Photo credits: cover. page 22 and 36 istock © Jaap Hart. in whole or in part. istock © Jennifer trenchard. reselling. Due to MAnY VArIABle rISKS. page 15. or republishing. tHe ProDuctS AnD SerVIceS DeScrIBeD In tHIS eBooK Are for eDucAtIonAl AnD InforMAtIonAl PurPoSeS onlY. page v. page 29. page 43. is permitted. istock © wibs24. page iii. You MAY not MAKe AnY MoneY AnD InDeeD. reprinting. istock © Andrea Gingerich. page iv.
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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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. c r a f t S to r e S Sites like etsy. the internet is open to all. But selling art online usually means doing the marketing yourself.com and Zazzle. P r i n t e d P h oto S Many photography sites allow viewers to purchase prints . the prices are also often lower than those of galleries.SeLLiNG PHOtOGrAPHic Art 1. 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. 5 – + full Screen contentS PreviouS neXt .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. but in practice. the sites won’t market the products for you. One useful strategy is to sell your images as computer wallpaper on a subscription basis. sales tend to be rare unless the picture is truly unique.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. the seller’s commissions are usually lower too.
Average sales figures though may typically be in the low thousands. Art fairs usually charge for space. Make sure your images match the market. 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. Acceptance to these sorts of fairs carries a certain amount of prestige. including photographers. 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 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. Actual figures though will vary from fair to fair. are able to exhibit and sell their works. images should be matted and covered so that they aren’t damaged by browsers.SeLLiNG PHOtOGrAPHic Art 1. PreviouS neXt . the fees can range from around $30 to three and even four figures. Some art fairs are juried and award prizes. different fairs bring different buyers.
W h at yo u ’ l l n e e d to o r g a n i z e yo u r o W n e x h i b i t i o n Other than a collection of impressive photos. M a r k e t i n g yo u r e x h i b i t i o n Marketing your exhibition will take some powerful networking. cafes. curators. You also get to keep all of the sales.SeLLiNG PHOtOGrAPHic Art 1. use your own contact lists as well as those of friends and colleagues where possible. the downside is that you have to do all of the work from finding a venue to printing the images to bringing in visitors. collectors. Place flyers in art stores.6 M o u n t i n g Yo ur O wn exhibition An alternative to both art fairs and galleries is to organize your own exhibition. the first thing you’ll need is a venue. critics and public officials. You don’t have to make any pitches. the advantage is that you’re in control. Be sure to invite decision-makers such as gallery-owners. that could be a café or a restaurant but it could also be a garage or a friend’s living room. 7 – + full Screen contentS PreviouS neXt . prepare a resume or write an artist’s statement. museums and theaters.
2 Making Money From Flickr 8 – + full Screen contentS PreviouS neXt .
the number and range of the images online however attracts buyers and users. 9 – + full Screen contentS PreviouS neXt . it can pay to give away some free images. u n i q u e i M ag e S Flickr’s appeal to buyers is its range. creative commons-licensed images.MAkiNG MONeY FrOM FLickr 2. Geotagging can be as simple as dragging your photo onto a map. Stock companies offer similar images. but make sure your commercial images are protected. especially for use on blogs. g e otag g e d i M ag e S Geotagging your photos can make them easy to find for buyers looking for images of specific locations. Flickr offers hard-to-find niche photos.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. f r e e i M ag e S Most users are looking for free.
grouPS Groups can be very useful places to meet other photographers in your niche . or even help with the administration of an established group. 10 – + full Screen contentS PreviouS neXt . . there are a number of different tools available to help with networking. . . . take part in discussions to raise the power of your comments. Make your comments valuable—“nice capture” doesn’t bring nice results. .2 N e t wo r k i n g on Flick r Networking on Flickr is vital to generate views . keep the images you post to a group relevant (no one likes a spammer). . co M M e n t S comments bring photographers back to the commenter’s images. . and sales too.MAkiNG MONeY FrOM FLickr 2. but they’re even more helpful when you create your own.
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. 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. views and group membership. images are chosen for display on the explore page according to an algorithm that takes into account comments. images must include eXiF data. 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. Photos must have at least two faves to qualify for the explore page. it’s also a valuable way to generate plenty of views. be public and “safe. faves.MAkiNG MONeY FrOM FLickr 2.” 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. co M M e n t S . 11 – + full Screen contentS PreviouS neXt .
learningfroMgrouPS Groups such as Strobist (http://www. providing a place for photographers to network. .flickr.flickr. runningagrouP creating your own group takes effort . exchange ideas and look at each other’s images.4 th e Powe r o f Flick r Groups Groups are the heart of Flickr.flickr. 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.MAkiNG MONeY FrOM FLickr 2. 12 – + full Screen contentS PreviouS neXt . but it shows buyers that you’re an expert in your field. . professional advice.com/groups/afterclass/) set challenges that expand skills and provide new challenges.com/groups/procorner/) give valuable. there are groups for just about every topic—and anyone can set up a new group.com/groups/strobist/) and Pro corner (http://www.
A “Share Alike” license makes sure that derivated works are only shared under a similar license. 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. 13 combining different creative commons licenses can give you greater control over the use of your images.5 cre a t i ve co mmons creative commons licenses let anyone use images without paying for them. A “No derivative Works” license prevents works being created that are based on your original.MAkiNG MONeY FrOM FLickr 2. 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. Adding a creative commons license then can increase the chances that your images will be found. – + full Screen contentS PreviouS neXt .
MAkiNG MONeY FrOM FLickr 2. M a r k yo u r i M ag e S f o r S a l e indicate in the description that your images are available for sale. k n o W 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. Only sell images to which you own all the rights! 14 – + full Screen contentS PreviouS neXt .6 Wi n n i n g S a l es Flickr sales are always conducted through personal negotiation. 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. Prices of images can vary according to use as well as buyer and image. use the bio to direct buyers to your commercial portfolio.
3 Finding Joint Venture Opportunities 15 – + full Screen contentS PreviouS neXt .
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. use of a set of specialized skills and even economies of scale and greater competitiveness. W h at a r e P h oto g r a P h y J o i n t V e n t u r e S ? Photographers have formed joint ventures with a range of different professionals and businesses. the goal is usually to win commissions or make sales. those strengths could be access to a niche market. 16 – + 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.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. they can range in size from Sony and ericsson’s partnership to two self-employed photographers agreeing to market each other’s work.
WinningexhibitionS Showing work in a gallery is a form of joint venture—it’s just a very hard one to land. Photographers have even teamed up with framers to cut their costs. One very simple joint venture is to ask a local café or restaurant to show your work.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. this is often done online by providing a list of links to other artists working on similar images.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. each business is aiming a different product at the same market. 17 – + full Screen contentS PreviouS neXt . show his/ her work and make sales. M u t ua l r e f e r r a l S Many photographic artists refer buyers to each other. the venue gets free decoration and publicity. You get sales. Joint ventures can help a photographic artist to stand out from the crowd.
FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. there are some novel approaches you can take too. usually. talk to local businesses about putting pictures of their products on the photo-sharing site. PutabuSineSSonflickr Photographers know Flickr. the school gets a cut but the photographer always does well out of a big deal too. Joinaband Find a local rising group and sign an exclusive agreement to make band photos and t-shirts to sell for a royalty. 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. 18 – + full Screen contentS PreviouS neXt . Link the images back to the store’s website and take a share of the sale as an affiliate. businesses don’t.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. that’s a joint venture waiting to happen.
Make an offer but no demands other than credit. 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. 19 – + full Screen contentS PreviouS neXt . Providing images for campaigning groups and non-profits helps photographers to display their photos and serve a good cause.4 Self-Promotion through Selfless campaigning Not every joint venture may have the goal of generating sales. charitieS charities are just as good as campaigning groups when you’re looking for a distribution partner. You’ll want to enjoy yourself in the meantime.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. choose a campaign you genuinely believe in. those campaigns need images—and will give you exposure in return. business or anything else. Sometimes a joint venture can be intended to raise a photographer’s profile and show off their work. Many of the rewards will come from networking and few will come immediately.
For some photographers. You can find good partners at Pixish. it’s proved a first step towards producing their own books. it's a bit like having a private photography agent. 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.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. graPhicdeSignerS camera skills and Photoshop skills go hand-in-hand. the designers adds some graphic magic—and you split the revenues.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. 20 – + full Screen contentS PreviouS neXt . Or track down a wordsmith and collaborate on a photo-based story book.com. Find an artist and supply the images. MarketingexPertS Photographers have managed to team up with sales professionals. sharing the income from a job.
and above all. understand exactly what you want from the joint venture.) keep track of the results. and the pitching should be relatively easy. Nothing ruins a reputation faster than promoting poor quality products or services. Start with friends and colleagues. You’ll want to know whether the partnership is working— and whether it’s worth continuing. the most successful joint ventures tend to be those between professionals of equal size. it should work again for a special offer or new image range. if a promotion works once. Only choose partners you genuinely believe in. the partner. See every joint venture as a stepping stone to future partnership deals. 21 – + full Screen contentS PreviouS neXt . (A photographer is unlikely to strike a deal with Walmart but might have a good chance with a local framer. the customer.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.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. and what the partner can provide for you. they’re good places to understand the dynamics of a partnership.
4 Selling Photographic Licenses 22 – + full Screen contentS PreviouS neXt .
the buyer cannot resell the image or claim it as his own. Buyers may also purchase the rights to create a derivative work. 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 means no one can use any of your images—or sell them—without first receiving your authorization.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. a set number of times or for a defined use. Selling the rights to use an image does not affect the photographer’s ownership over it.SeLLiNG PHOtOGrAPHic LiceNSeS 4. unless stated otherwise. An image license grants the user specific rights to use a particular image for a particular purpose. the scope of those rights—and their prices—can vary widely. rights may be exclusive and limited in time. – + 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. Once an image has been awarded a cc license. cc licenses are controversial: some people argue that they allow users easy access to works. – + full Screen contentS PreviouS neXt . it may be used by anyone free of charge. combining different kinds of cc licenses however. that makes it an attractive magnet for image users looking for free photographs. 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. 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.SeLLiNG PHOtOGrAPHic LiceNSeS 4. the most common type of cc license restricts usage to non-commercial purposes and demands credit. Although cc licenses may affect sales of images. others claim that they devalue the market for images.
3 r i g h t s M a n a ged and r oyalt y-Free Licenses in general. 25 – + full Screen contentS PreviouS neXt . 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.SeLLiNG PHOtOGrAPHic LiceNSeS 4. it also allows photographers to vary the charge according to use. 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. r oya lt y . 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. rF images tend to be found on microstock sites. those uses rarely include reselling. image licenses are sold either as rights Managed or royalty-Free.
it’s worth reading Bert krages’ Legal Handbook for Photographers or caroline Wright’s Photographer’s Legal Guide to understand the law concerning photography. if an image is published without a model release. ModelreleaSeS Model releases are necessary for photographs that contain an identifiable image of a person.SeLLiNG PHOtOGrAPHic LiceNSeS 4. but the photographer must tell the buyer that the releases are missing. the publisher is liable. Model releases are not necessary for news articles. not the photographer—but the publisher must be informed. Before a photographer can sell an image.4 k n ow i n g t h e Law the photographer owns the rights to his or her image. but may not own the rights to everything the image shows. A photograph that doesn’t have the right releases isn’t unsellable. PreviouS neXt . ProPertyreleaSeS 26 – + full Screen contentS Photographers may also need releases from the owners of private buildings. s/he must make sure they have all the appropriate releases.
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. help photographers track down stolen images and demand payment. PreviouS neXt .com and PicScout. Many thieves don't understand they're doing anything wrong.SeLLiNG PHOtOGrAPHic LiceNSeS 4. Watermarks are easy to add to an image.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. Although it’s impossible to completely prevent image theft online.com. such as Attributor. and while they can be removed. image theft occurs when a user takes the image without requesting a license and without paying. 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. Sometimes just a formal notice that your photographs are copyrighted—and available for a fee—may be enough to turn a thief into a customer.
SeLLiNG PHOtOGrAPHic LiceNSeS 4. 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 allow photographers to continue making money from their pictures long after they were taken. 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. 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. 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.S to c k More recently. 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. 28 – + full Screen contentS PreviouS neXt .
5 Making Money from Microstock 29 – + full Screen contentS PreviouS neXt .
images available tend to consist of meetings. People photos must have model releases. 30 – + full Screen contentS PreviouS neXt . 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. 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.MAkiNG MONeY FrOM MicrOStOck 5. Anyone can contribute but reviewers reject images that fail to meet technical standards or which are not sufficiently commercial.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. Friends and family can make good models. Many photographers shoot budding actors and students in return for headshots.
increasing the profile of their photographers. these can be as much as double the non-exclusive rate. a d Va n tag e S Higher commissions. Some microstock sites may give preferential treatment to exclusive photographers in search results. increased advertising. 31 – + full Screen contentS PreviouS neXt . those benefits don’t always outweigh the costs of restricting sales to one marketing channel. exclusivity tends to provide a high sales commission. Preferential marketing.MAkiNG MONeY FrOM MicrOStOck 5. d i S a d Va n tag e S Most photographers find that selling the same images through different sites pays more overall.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. Microstock sites tend to use sample images from their exclusive photographers in their marketing.
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. co M M i S S i o n r at e S different sites offer different rates of commission. But bigger sites also means more competition—and often lower commissions too. in practice.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. 32 – + full Screen contentS PreviouS neXt .MAkiNG MONeY FrOM MicrOStOck 5. 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.
) tags and keywords are usually checked during the approval process.MAkiNG MONeY FrOM MicrOStOck 5. cross-check with other similar images already available. ProceSS Begin by listing terms related to your topic. different sites offer different tools to make keywording easier (for example by providing synonyms. for a fee. that will save you starting from scratch each time. Sites may also demand descriptions. Professional software such as imagekeyworder and keywordcompiler can do the work for you. Microstock photographer Yuri Arcurs offers a free keywording tool at http://arcurs.4 k e y wo rd i n g and tagging tags enable buyers to search for images by keywords. these are particularly important for scientific stock. the keywording process can be time-consuming. com/keywording. Be sure to include location as well as subject and colors. 33 – + full Screen contentS PreviouS neXt . S h o r tc u t S keep a record of the terms used for each type of picture.
Sites pay different rates for buyers and contributors.MAkiNG MONeY FrOM MicrOStOck 5. the Flickr bio is a great place to find photographers. Ads placed above the fold—visible on the screen before the buyer scrolls—tend to perform the best.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. placement is crucial. One effective strategy is often to send photographers to one site and buyers to another. Your buyers’ trust is always your most valuable asset. 34 i n c r e a S i n g yo u r r e V e n u e S When it comes to encouraging clickthroughs on affiliate buttons. Advertise sites you genuinely believe in. Active recommendations will always help to encourage extra clicks. don’t limit your referral links to your blog. commissions range from zero for photographers (iStock) to 50% of the sales prices for six months for buyers (crestock). – + full Screen contentS PreviouS neXt .
a low-paying site can deliver more money per image on average by selling more overall. it indicates the effectiveness of a site—and a portfolio. the sell-through rate is the percentage of images in a portfolio that have sold at least once. 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. W o r k r at e Some microstock sites use algorithms that return image search results based on popularity and date. 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. Sometimes. 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.MAkiNG MONeY FrOM MicrOStOck 5. PreviouS neXt 35 – + full Screen contentS .
6 Making Money from Your Photography Hobby 36 – + full Screen contentS PreviouS neXt .
Photographers receive small payments in comparison to traditional stock. upload your images and wait for approval. Meet the site’s technical requirements and shoot photos that sell—stock is commercial. rarely artistic.) Browse images to see what sells. upload many images frequently—top microstock photographers have portfolios of thousands of images. Microstock accepts a broad range of subjects.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 : Spread your images across multiple sites—exclusivity provides better rates but most photographers find it brings fewer sales.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. 37 – + 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. they provide a passive revenue source that requires no additional marketing necessary (although it can help). Shutterstock and dreamstime are among the leaders.
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. the site is often used by buyers looking for rare images.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. comments and a high profile.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. upload your images but keep them organized and tagged. g e t t i n g S ta r t e d : registration is free but pro membership is just $24. faves. creative commons (cc) licenses can be added to let publishers use images for free. especially when it links to your website. the bio page can be a very useful marketing page. Follow your stats to see what viewers want and where they’re from. Join groups and make comments to build your network.95 and provides valuable stats. 38 – + full Screen contentS PreviouS neXt . Good tagging is vital to turn up in search results.
com can be an easy way to make your first art sales. shoot what you want. 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 like etsy. but sales can be hard to find.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. . 39 – + full Screen contentS PreviouS neXt . websites. choose the retail outlet that suits you best. try starting with a local art fair to build a name and customer base. galleries. Galleries are the most prestigious and offer career help too but are difficult to break into. Sales prices can be high . craft sites and even cafes and restaurants. if you can find a venue—cafes work!—you can organize your own exhibition.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. trying to predict the art marketing is rarely rewarding and always self-defeating. . g e t t i n g S ta r t e d : First.
choose how you want to publish your photography book.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. Market the book hard. Shoot the images you want rather than commercial photos for clients. Build the marketing channels that will bring buyers to your Blurb store. 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. but very difficult to break into. traditional publishing is the most prestigious.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. Sign up to a print-on-demand company like Blurb. 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. 40 – + full Screen contentS PreviouS neXt . You have to make the sales. Organize your images carefully—even a photography book has to tell a story.
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. including post-production. requires some on-the-job training and experience.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. Offering to assist an established photographer can help to build experience and contacts. Wedding photojournalism provides a new creative alternative to standard formals. 41 – + full Screen contentS PreviouS neXt . encourage referrals. 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. k e yS to S u cc e S S : understand the real costs involved in shooting an event. Make sure you have all the equipment you need.5 M a k i n g M o n e y from event Photogr aphy A standard way for professionals to earn revenue. so are the expenses.
but don’t expect instant results either. . 42 – + full Screen contentS PreviouS neXt . A client who buys once may well buy again and again. . Photojournalism requires an understanding of the news. don’t be afraid to cold-call . When you have the images. with shrinking opportunities. as well as photography and good contacts.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 . . and also one of the most competitive. call fast. k e yS to S u cc e S S : don’t expect commissions but you can sell if you come back from an event with good images. . . . 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.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. . Make your images available on sites like Flickr—semi-pros have sold news images this way.
7 upselling event Photography 43 – + full Screen contentS PreviouS neXt .
exaMPleofuPSelling A customer hires a photographer to shoot a wedding and ends up ordering two additional wedding albums and extra-large prints. get one free! time limited special offers given at point of sale. 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. traditionaluPSellingMethodS Buy two. 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. cross-selling is similar to upselling but encourages a buyer to purchase other (often unrelated) products.uPSeLLiNG eVeNt PHOtOGrAPHY 7.
extra prints. parent albums.uPSeLLiNG eVeNt PHOtOGrAPHY 7. 45 – + full Screen contentS PreviouS neXt . post-production work. 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. 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. 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. 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. emphasizing the additional elements in larger packages may be enough to complete the upsell. negatives or raw disc. Look for items you can include at little extra cost to be more competitive but be careful not to undersell. different size prints as well as the length of time the shoot lasts.
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. the Flickr stream ensures you receive credit. cdS compact discs filled with images are an easy product to upsell. 46 – + full Screen contentS PreviouS neXt .uPSeLLiNG eVeNt PHOtOGrAPHY 7. different resolutions and different numbers of photos. WebSiteS One service to upsell is a photograph website or Flickr stream. they can include edited or unedited images.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.
it’s vital to extract as much information from the customer as possible. to upsell then. 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. they may not realize the value of additional albums. Wedding photography customers.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. “do you have friends or relatives far away?” distant acquaintances can land you website creation. 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 .uPSeLLiNG eVeNt PHOtOGrAPHY 7. for example. that information is gathered through conversation and careful listening. Asking them if anyone else would be interested in viewing the images can create an opportunity to upsell albums. will know they want the ceremony photographed.
Make sure your contact details are on the back and you’ll be the first choice when they marry. Be bold.5 Wi n n i n g co n tinuous Business upselling is really all about selling additional items to the same client. tell the couple that you’re prepared to offer a 10 percent discount if one of their friends hires you. and even—at a stretch—referrals. 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 . But it may also include future sales. 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. W i n r e f e r r a l S Shoot couples at the wedding and give the pictures as gifts to the clients to pass on. Ask the clients about their next event and make clear that you’re available and with a special rate.uPSeLLiNG eVeNt PHOtOGrAPHY 7.
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. if you have to work too hard for the sale you’re unlikely to get it. 49 – + full Screen contentS PreviouS neXt . Successful upselling might involve just one or two extra items. excitement is an important part of selling. remember the upsell is only the bonus. 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. not your entire portfolio. Pushing too hard also runs the risk of losing what you have.uPSeLLiNG eVeNt PHOtOGrAPHY 7. your clients won’t be enthusiastic either. the real product is the main service you’re offering. clients must feel you’re offering something valuable not pushing something they don’t need. those additional products and services should be desirable.6 Pr i n c i p l e s fo r Successful u pselling upselling requires flexibility. Be realistic in your expectations.
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