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