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AnY eXAMPleS AnD ADVIce GIVen In tHIS eBooK SHoulD not to Be conStrueD to GuArAntY econoMIc SucceSS. istock © Andrew ross. tHe ProDuctS AnD SerVIceS DeScrIBeD In tHIS eBooK Are for eDucAtIonAl AnD InforMAtIonAl PurPoSeS onlY.com upon for any purpose. All rights reserved. or republishing. page v. istock © dori Oconnell. reprinting. Page ii. page 15. You MAY not MAKe AnY MoneY AnD InDeeD.i © coPYrIGHt 2 0 1 0 n e W M e D I A e n t e r tA I n M e n t lt D Photopreneurship: A Quick Start Guide ISBn: 978-0967754659 copyrighted material. istock © Andrea Gingerich. istock © iain Sarjeant. – + full Screen contentS PreviouS neXt . page iii. istock © Quavondo Nguyen. istock © Anna Bryukhanova. eVen If You folloW tHe ADVIce GIVen In tHIS eBooK. page 22 and 36 istock © Jaap Hart. istock © igor Balasanov. istock © wibs24. is permitted. page iv. page vi. Due to MAnY VArIABle rISKS. 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. page 29. Book design: designForBooks. reselling. istock © Jennifer trenchard. in whole or in part. no reproduction. You MuSt MAKe Your oWn InDePenDent JuDGMent AS to tHe VIABIlItY of AnY BuSIneSS trAnSActIon. page 43.
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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. Services such as Blurb let photographers create photographic art books and sell them online for a profit. You’ll have to bring in the buyers yourself. the sites won’t market the products for you.com let photographers place their images on products ranging from mugs and mousepads to shoes and posters. . .SeLLiNG PHOtOGrAPHic Art 1. An alternative option is to sell photography books. the internet is open to all. the seller’s commissions are usually lower too.com and Zazzle. P r i n t e d P h oto S Many photography sites allow viewers to purchase prints . 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. But selling art online usually means doing the marketing yourself. the prices are also often lower than those of galleries. 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.
the fees can range from around $30 to three and even four figures. Art fairs are often a good stepping stone towards exhibiting in galleries. images should be matted and covered so that they aren’t damaged by browsers. are able to exhibit and sell their works. Make sure your images match the market. 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. PreviouS neXt . Average sales figures though may typically be in the low thousands.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. Some art fairs are juried and award prizes. different fairs bring different buyers. Actual figures though will vary from fair to fair. 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. including photographers. Art fairs usually charge for space.
the advantage is that you’re in control. 7 – + full Screen contentS PreviouS neXt . museums and theaters. cafes. W h at yo u ’ l l n e e d to o r g a n i z e yo u r o W n e x h i b i t i o n Other than a collection of impressive photos. the downside is that you have to do all of the work from finding a venue to printing the images to bringing in visitors. that could be a café or a restaurant but it could also be a garage or a friend’s living room. collectors. You also get to keep all of the sales. use your own contact lists as well as those of friends and colleagues where possible. 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. Be sure to invite decision-makers such as gallery-owners. prepare a resume or write an artist’s statement. critics and public officials. curators.SeLLiNG PHOtOGrAPHic Art 1.6 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. Place flyers in art stores. You don’t have to make any pitches. the first thing you’ll need is a venue.
2 Making Money From Flickr 8 – + full Screen contentS PreviouS neXt .
Flickr offers hard-to-find niche photos. it can pay to give away some free images. Geotagging can be as simple as dragging your photo onto a map. 9 – + full Screen contentS PreviouS neXt . especially for use on blogs. u n i q u e i M ag e S Flickr’s appeal to buyers is its range.MAkiNG MONeY FrOM FLickr 2. f r e e i M ag e S Most users are looking for free. 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. the number and range of the images online however attracts buyers and users. creative commons-licensed images.1 W h a t i m a g e s S ell? Flickr is a photo-sharing site that does not have a commercial structure. but make sure your commercial images are protected.
there are a number of different tools available to help with networking. co M M e n t S comments bring photographers back to the commenter’s images. . . . .2 N e t wo r k i n g on Flick r Networking on Flickr is vital to generate views . . Make your comments valuable—“nice capture” doesn’t bring nice results. but they’re even more helpful when you create your own. or even help with the administration of an established group. . keep the images you post to a group relevant (no one likes a spammer). . take part in discussions to raise the power of your comments. grouPS Groups can be very useful places to meet other photographers in your niche .MAkiNG MONeY FrOM FLickr 2. 10 – + full Screen contentS PreviouS neXt . and sales too.
images must include eXiF data. images are chosen for display on the explore page according to an algorithm that takes into account comments.” 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 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. co M M e n t S . be public and “safe. it’s also a valuable way to generate plenty of views. Photos must have at least two faves to qualify for the explore page. faves. views and group membership.MAkiNG MONeY FrOM FLickr 2.3 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. 11 – + 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. .flickr. runningagrouP creating your own group takes effort . professional advice. learningfroMgrouPS Groups such as Strobist (http://www.flickr. 12 – + full Screen contentS PreviouS neXt .com/groups/afterclass/) set challenges that expand skills and provide new challenges. there are groups for just about every topic—and anyone can set up a new group.com/groups/strobist/) and Pro corner (http://www. providing a place for photographers to network.4 th e Powe r o f Flick r Groups Groups are the heart of Flickr. exchange ideas and look at each other’s images.com/groups/procorner/) give valuable. but it shows buyers that you’re an expert in your field. .flickr.MAkiNG MONeY FrOM FLickr 2.
MAkiNG MONeY FrOM FLickr 2. there are different kinds of creative commons that let image users do different things: An “Attribution” license let others use your work in return for credit.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. – + full Screen contentS PreviouS neXt . A “Share Alike” license makes sure that derivated works are only shared under a similar license. 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. Adding a creative commons license then can increase the chances that your images will be found. A “Noncommercial” license limits use to noncommercial purposes.
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. use the bio to direct buyers to your commercial portfolio.6 Wi n n i n g S a l es Flickr sales are always conducted through personal negotiation. Only sell images to which you own all the rights! 14 – + full Screen contentS PreviouS neXt . 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. 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.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. 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. they can range in size from Sony and ericsson’s partnership to two self-employed photographers agreeing to market each other’s work. the goal is usually to win commissions or make sales. 16 – + full Screen contentS PreviouS neXt .FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. those strengths could be access to a niche market.
You get sales. 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. M u t ua l r e f e r r a l S Many photographic artists refer buyers to each other. Joint ventures can help a photographic artist to stand out from the crowd. show his/ her work and make sales. this is often done online by providing a list of links to other artists working on similar images. 17 – + full Screen contentS PreviouS neXt .2 S e l l i n g A r t t hrough J oint Ventures Photographic art is always difficult to sell—the market is small and crowded. the venue gets free decoration and publicity. each business is aiming a different product at the same market.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. WinningexhibitionS Showing work in a gallery is a form of joint venture—it’s just a very hard one to land.
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. 18 – + full Screen contentS PreviouS neXt . the school gets a cut but the photographer always does well out of a big deal too. talk to local businesses about putting pictures of their products on the photo-sharing site. businesses don’t. usually. that’s a joint venture waiting to happen. Link the images back to the store’s website and take a share of the sale as an affiliate.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. 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. Joinaband Find a local rising group and sign an exclusive agreement to make band photos and t-shirts to sell for a royalty.
whether they’re environmental. 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. Providing images for campaigning groups and non-profits helps photographers to display their photos and serve a good cause. Many of the rewards will come from networking and few will come immediately. choose a campaign you genuinely believe in. those campaigns need images—and will give you exposure in return.4 Self-Promotion through Selfless campaigning Not every joint venture may have the goal of generating sales. Sometimes a joint venture can be intended to raise a photographer’s profile and show off their work. Make an offer but no demands other than credit. You’ll want to enjoy yourself in the meantime. business or anything else.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3.
it’s proved a first step towards producing their own books. 20 – + full Screen contentS PreviouS neXt . Find an artist and supply the images. 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. graPhicdeSignerS camera skills and Photoshop skills go hand-in-hand. You supply the photos. You can find good partners at Pixish. MarketingexPertS Photographers have managed to team up with sales professionals.com. Or track down a wordsmith and collaborate on a photo-based story book. 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. For some photographers. the designers adds some graphic magic—and you split the revenues.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. sharing the income from a job.
the customer. understand exactly what you want from the joint venture. See every joint venture as a stepping stone to future partnership deals. Start with friends and colleagues. if a promotion works once. Only choose partners you genuinely believe in. and the pitching should be relatively easy. it should work again for a special offer or new image range. You’ll want to know whether the partnership is working— and whether it’s worth continuing. Nothing ruins a reputation faster than promoting poor quality products or services. and above all. (A photographer is unlikely to strike a deal with Walmart but might have a good chance with a local framer.6 Pr i n c i p l e s fo r Successful J oint Ventures All sides must benefit as a result of a joint venture: the photographer. the partner. they’re good places to understand the dynamics of a partnership. 21 – + full Screen contentS PreviouS neXt . and what the partner can provide for you.) keep track of the results.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. the most successful joint ventures tend to be those between professionals of equal size.
4 Selling Photographic Licenses 22 – + full Screen contentS PreviouS neXt .
SeLLiNG PHOtOGrAPHic LiceNSeS 4. the buyer cannot resell the image or claim it as his own. Buyers may also purchase the rights to create a derivative work. the scope of those rights—and their prices—can vary widely. that means no one can use any of your images—or sell them—without first receiving your authorization. An image license grants the user specific rights to use a particular image for a particular purpose. 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. – + full Screen contentS PreviouS neXt .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. Selling the rights to use an image does not affect the photographer’s ownership over it. a set number of times or for a defined use. unless stated otherwise. rights may be exclusive and limited in time.
cc licenses are controversial: some people argue that they allow users easy access to works. – + full Screen contentS PreviouS neXt .SeLLiNG PHOtOGrAPHic LiceNSeS 4. the most common type of cc license restricts usage to non-commercial purposes and demands credit. they can serve a use for photographers too. it also means that placing at least a few cc images in your Flickr stream is an important way to get your images seen by buyers on the photo-sharing site. 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. Although cc licenses may affect sales of images. 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. combining different kinds of cc licenses however. that makes it an attractive magnet for image users looking for free photographs. others claim that they devalue the market for images.
rF images tend to be found on microstock sites. those uses rarely include reselling. 25 – + full Screen contentS PreviouS neXt . r oya lt y . image licenses are sold either as rights Managed or royalty-Free.SeLLiNG PHOtOGrAPHic LiceNSeS 4. rM licenses are usually sold by traditional stock companies. rM allows photographers to control use of their works.3 r i g h t s M a n a ged and r oyalt y-Free Licenses in general. r i g h t M a n ag e d l i c e n S e S rights Managed (rM) images have controlled licenses which state clearly what the buyer may or may not do with the photograph. 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.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. it also allows photographers to vary the charge according to use.
Model releases are not necessary for news articles. ModelreleaSeS Model releases are necessary for photographs that contain an identifiable image of a person. 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. if an image is published without a model release.4 k n ow i n g t h e Law the photographer owns the rights to his or her image. 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. but the photographer must tell the buyer that the releases are missing. the publisher is liable. s/he must make sure they have all the appropriate releases. Before a photographer can sell an image. but may not own the rights to everything the image shows. A photograph that doesn’t have the right releases isn’t unsellable.SeLLiNG PHOtOGrAPHic LiceNSeS 4.
and while they can be removed. Many thieves don't understand they're doing anything wrong. they can put off casual image thieves. PreviouS neXt . 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. 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. image theft occurs when a user takes the image without requesting a license and without paying. help photographers track down stolen images and demand payment. 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.5 Pre ve n t i n g thef t Making images available for licensing also makes them available for stealing.SeLLiNG PHOtOGrAPHic LiceNSeS 4.com and PicScout.com. such as Attributor. Watermarks are easy to add to an image. Although it’s impossible to completely prevent image theft online.
they can even make good pension plans! But starting to sell them hasn’t always been easy.S to c k More recently. 28 – + full Screen contentS PreviouS neXt .SeLLiNG PHOtOGrAPHic LiceNSeS 4. doing the marketing and negotiating themselves. 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 allow photographers to continue making money from their pictures long after they were taken.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. microstock sites like iStock and mid-stock sites like fotoLibra have thrown their doors open to any photographer who wants to submit sellable photos. l i c e n S i n g f r o M yo u r o W n S i t e Some photographers also license images directly from their own sites. 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.
5 Making Money from Microstock 29 – + 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. People photos must have model releases.MAkiNG MONeY FrOM MicrOStOck 5.1 W h i c h i m a g es S ell? Microstock sells royalty-free image licenses at prices starting from $1 and return a percentage of the sales price to the photographer. 30 – + full Screen contentS PreviouS neXt . Friends and family can make good models. Anyone can contribute but reviewers reject images that fail to meet technical standards or which are not sufficiently commercial. i M ag e S W i t h P e o P l e images with people are always popular. Many photographers shoot budding actors and students in return for headshots. images available tend to consist of meetings. handshakes and plenty of people in suits.
exclusivity tends to provide a high sales commission.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.MAkiNG MONeY FrOM MicrOStOck 5. 31 – + full Screen contentS PreviouS neXt . increased advertising. those benefits don’t always outweigh the costs of restricting sales to one marketing channel. increasing the profile of their photographers. Preferential marketing. d i S a d Va n tag e S Most photographers find that selling the same images through different sites pays more overall. these can be as much as double the non-exclusive rate. Microstock sites tend to use sample images from their exclusive photographers in their marketing. a d Va n tag e S Higher commissions. Some microstock sites may give preferential treatment to exclusive photographers in search results.
32 – + full Screen contentS PreviouS neXt . But bigger sites also means more competition—and often lower commissions too. in practice. tiMe All photos submitted to microstock sites have to be reviewed—a process that can take from days to weeks. these can range from 20 percent of the sales price to 80 percent from some sites. the uploading can also be time-consuming and difficult depending on the site.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. 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. co M M i S S i o n r at e S different sites offer different rates of commission.
different sites offer different tools to make keywording easier (for example by providing synonyms. Professional software such as imagekeyworder and keywordcompiler can do the work for you. for a fee.4 k e y wo rd i n g and tagging tags enable buyers to search for images by keywords. Microstock photographer Yuri Arcurs offers a free keywording tool at http://arcurs. com/keywording. the keywording process can be time-consuming. these are particularly important for scientific stock. ProceSS Begin by listing terms related to your topic. that will save you starting from scratch each time. Be sure to include location as well as subject and colors. cross-check with other similar images already available.MAkiNG MONeY FrOM MicrOStOck 5. Sites may also demand descriptions. 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. 33 – + full Screen contentS PreviouS neXt .
– + full Screen contentS PreviouS neXt . Active recommendations will always help to encourage extra clicks. Ads placed above the fold—visible on the screen before the buyer scrolls—tend to perform the best. commissions range from zero for photographers (iStock) to 50% of the sales prices for six months for buyers (crestock). the Flickr bio is a great place to find photographers.MAkiNG MONeY FrOM MicrOStOck 5. placement is crucial. 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.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. One effective strategy is often to send photographers to one site and buyers to another. don’t limit your referral links to your blog. Sites pay different rates for buyers and contributors.
But there are things you can do that increase your sales. 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. top microstock photographer work full-time. 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. 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. the sell-through rate is the percentage of images in a portfolio that have sold at least once.MAkiNG MONeY FrOM MicrOStOck 5.6 ti p s fo r S u c c ess Microstock sites do the marketing so that you don’t have to. uploading hundreds and even thousands of images a month. f o l lo W t h e S tat S Look beyond the commission rate to include the sell-through rate.
6 Making Money from Your Photography Hobby 36 – + full Screen contentS PreviouS neXt .
upload many images frequently—top microstock photographers have portfolios of thousands of images.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. k e yS to S u cc e S S : Spread your images across multiple sites—exclusivity provides better rates but most photographers find it brings fewer sales. rarely artistic.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. Shutterstock and dreamstime are among the leaders. upload your images and wait for approval. 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.) Browse images to see what sells. Photographers receive small payments in comparison to traditional stock. Microstock accepts a broad range of subjects. 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.
Good tagging is vital to turn up in search results.95 and provides valuable stats. creative commons (cc) licenses can be added to let publishers use images for free. g e t t i n g S ta r t e d : registration is free but pro membership is just $24. upload your images but keep them organized and tagged. Flickr’s groups can be great places to swap information.2 M a k i n g M o n e y from Flick r Flickr is a photo-sharing website that lets photographers show off their work. Join groups and make comments to build your network. Follow your stats to see what viewers want and where they’re from. comments and a high profile. the site is often used by buyers looking for rare images. 38 – + full Screen contentS PreviouS neXt . faves. k e yS to S u cc e S S : Networking is vital to build views. especially when it links to your website. the bio page can be a very useful marketing page.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6.
choose the retail outlet that suits you best. craft sites and even cafes and restaurants. trying to predict the art marketing is rarely rewarding and always self-defeating.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. try starting with a local art fair to build a name and customer base. 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. shoot what you want. galleries. Sales prices can be high . 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. 39 – + full Screen contentS PreviouS neXt . if you can find a venue—cafes work!—you can organize your own exhibition. Galleries are the most prestigious and offer career help too but are difficult to break into.com can be an easy way to make your first art sales. websites. g e t t i n g S ta r t e d : First. . . but sales can be hard to find.
40 – + full Screen contentS PreviouS neXt . g e t t i n g S ta r t e d : First.4 M a k i n g M o n e y from Photography B ooks Books are an impressive way to display your images.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. You have to make the sales. Market the book hard. but very difficult to break into. they can also be a passive revenue source—once your sales channels are established. k e yS to S u cc e S S : choose a subject that’s likely to sell—a topic is easier to sell than a photographer. traditional publishing is the most prestigious. choose how you want to publish your photography book. Shoot the images you want rather than commercial photos for clients. Sign up to a print-on-demand company like Blurb. Organize your images carefully—even a photography book has to tell a story. Build the marketing channels that will bring buyers to your Blurb store.
5 M a k i n g M o n e y from event Photogr aphy A standard way for professionals to earn revenue. encourage referrals. Wedding photojournalism provides a new creative alternative to standard formals. k e yS to S u cc e S S : understand the real costs involved in shooting an event. create different packages for different budgets and upsell albums and prints to increase income. including post-production. Make sure you have all the equipment you need. Word-of-mouth always brings the best clients for the lowest cost. event photography is very competitive and although the prices are high. requires some on-the-job training and experience. Offering to assist an established photographer can help to build experience and contacts. 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 .
as well as photography and good contacts. call fast. don’t be afraid to cold-call . A client who buys once may well buy again and again. but don’t expect instant results either.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 . Photojournalism requires an understanding of the news. When you have the images. . . 42 – + full Screen contentS PreviouS neXt . 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. . . . and also one of the most competitive. Make your images available on sites like Flickr—semi-pros have sold news images this way. with shrinking opportunities. .MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. g e t t i n g S ta r t e d : Practice taking photos of events and pay attention to the sort of images that are published in the press. .
7 upselling event Photography 43 – + full Screen contentS PreviouS neXt .
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. get one free! time limited special offers given at point of sale. traditionaluPSellingMethodS Buy two.uPSeLLiNG eVeNt PHOtOGrAPHY 7. cross-selling is similar to upselling but encourages a buyer to purchase other (often unrelated) products. Flyers delivered with the product promoting additional items. exaMPleofcroSS-Selling A customer hires a photographer to shoot a wedding and ends up ordering videography as well. 44 – + 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.
it’s possible to upsell an entire package or add elements a la carte from more expensive packages. extra prints.uPSeLLiNG eVeNt PHOtOGrAPHY 7. typical items include an ornate wedding album.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. 45 – + full Screen contentS PreviouS neXt . 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. different size prints as well as the length of time the shoot lasts. 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. post-production work. Look for items you can include at little extra cost to be more competitive but be careful not to undersell. emphasizing the additional elements in larger packages may be enough to complete the upsell. those packages provide an important opportunity for upselling. negatives or raw disc. parent albums.
different types of photo albums can be marketed as gifts for specific recipients such as parents and siblings. delivery after the event is another good time to offer additional items. 46 – + full Screen contentS PreviouS neXt . a l b u M S Printed photo albums can come in a range of different styles and with different ornamentation. the Flickr stream ensures you receive credit. cdS compact discs filled with images are an easy product to upsell.uPSeLLiNG eVeNt PHOtOGrAPHY 7. 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. different resolutions and different numbers of photos.
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.uPSeLLiNG eVeNt PHOtOGrAPHY 7. 47 – + full Screen contentS PreviouS neXt . reciPientS “Who do you think would like to view the images?” Wedding couples may consider themselves the only beneficiaries of the shoot. “do you have friends or relatives far away?” distant acquaintances can land you website creation. for example. to upsell then. will know they want the ceremony photographed.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. it’s vital to extract as much information from the customer as possible. Wedding photography customers. 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.
Be bold. You know the wedding date so send the couple anniversary cards and stay in the running for the maternity photos.5 Wi n n i n g co n tinuous Business upselling is really all about selling additional items to the same client.uPSeLLiNG eVeNt PHOtOGrAPHY 7. But it may also include future sales. 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. and even—at a stretch—referrals. 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. 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.
if you have to work too hard for the sale you’re unlikely to get it. clients must feel you’re offering something valuable not pushing something they don’t need.uPSeLLiNG eVeNt PHOtOGrAPHY 7. your clients won’t be enthusiastic either. the real key to upselling is listening to what your clients want from the contract—and offering them products that meet all of those needs. excitement is an important part of selling. not your entire portfolio. if you’re not enthusiastic about the benefits of what you’re selling. the real product is the main service you’re offering. Be realistic in your expectations. Successful upselling might involve just one or two extra items. remember the upsell is only the bonus.6 Pr i n c i p l e s fo r Successful u pselling upselling requires flexibility. 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 . Pushing too hard also runs the risk of losing what you have. those additional products and services should be desirable.
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