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reselling. AnY eXAMPleS AnD ADVIce GIVen In tHIS eBooK SHoulD not to Be conStrueD to GuArAntY econoMIc SucceSS. Due to MAnY VArIABle rISKS. istock © Quavondo Nguyen. You MuSt MAKe Your oWn InDePenDent JuDGMent AS to tHe VIABIlItY of AnY BuSIneSS trAnSActIon. page iii. istock © igor Balasanov.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 © Andrew ross. istock © Anna Bryukhanova. page 15. – + full Screen contentS PreviouS neXt . istock © wibs24. Book design: designForBooks. page 22 and 36 istock © Jaap Hart. no reproduction. istock © iain Sarjeant. there is no warranty as to the accuracy of the material contained herein and it may not be relied Photo credits: cover. in whole or in part. reprinting. istock © Andrea Gingerich. istock © Jennifer trenchard. You MAY not MAKe AnY MoneY AnD InDeeD. page iv. page v. page vi. or republishing. Page ii. All rights reserved. page 29. MAY Suffer loSSeS. istock © dori Oconnell. eVen If You folloW tHe ADVIce GIVen In tHIS eBooK.com upon for any purpose. page 43. is permitted. tHe ProDuctS AnD SerVIceS DeScrIBeD In tHIS eBooK Are for eDucAtIonAl AnD InforMAtIonAl PurPoSeS onlY.
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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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P r i n t e d P h oto S Many photography sites allow viewers to purchase prints . . c r a f t S to r e S Sites like etsy.SeLLiNG PHOtOGrAPHic Art 1. But selling art online usually means doing the marketing yourself. the prices are also often lower than those of galleries. . the seller’s commissions are usually lower too. You’ll have to bring in the buyers yourself. 5 – + full Screen contentS PreviouS neXt . An alternative option is to sell photography books. but in practice. 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.4 S e l l i n g Ph o tographic Ar t Online Persuading gallery owners to take your photos can be hard work.com and Zazzle. 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. the internet is open to all. One useful strategy is to sell your images as computer wallpaper on a subscription basis.
including photographers. Art fairs are often a good stepping stone towards exhibiting in galleries. 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.5 M a k i n g t h e M ost of Ar t Fairs Art fairs are public events in which artists of all kinds. Art fairs usually charge for space. Acceptance to these sorts of fairs carries a certain amount of prestige. images should be matted and covered so that they aren’t damaged by browsers. are able to exhibit and sell their works. 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. different fairs bring different buyers. the fees can range from around $30 to three and even four figures.SeLLiNG PHOtOGrAPHic Art 1. Some art fairs are juried and award prizes. Actual figures though will vary from fair to fair. Make sure your images match the market. PreviouS neXt . Average sales figures though may typically be in the low thousands.
critics and public officials. that could be a café or a restaurant but it could also be a garage or a friend’s living room. curators. the advantage is that you’re in control. prepare a resume or write an artist’s statement. museums and theaters. the downside is that you have to do all of the work from finding a venue to printing the images to bringing in visitors. cafes.SeLLiNG PHOtOGrAPHic Art 1. use your own contact lists as well as those of friends and colleagues where possible. collectors. the first thing you’ll need is a venue. Place flyers in art stores. 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. 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. You also get to keep all of the sales. 7 – + full Screen contentS PreviouS neXt . Be sure to invite decision-makers such as gallery-owners.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. You don’t have to make any pitches.
2 Making Money From Flickr 8 – + full Screen contentS PreviouS neXt .
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. Flickr offers hard-to-find niche photos. 9 – + full Screen contentS PreviouS neXt . f r e e i M ag e S Most users are looking for free. 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. Geotagging can be as simple as dragging your photo onto a map. especially for use on blogs.MAkiNG MONeY FrOM FLickr 2. u n i q u e i M ag e S Flickr’s appeal to buyers is its range. Stock companies offer similar images. the number and range of the images online however attracts buyers and users. but make sure your commercial images are protected.
10 – + full Screen contentS PreviouS neXt . . or even help with the administration of an established group. . . . . there are a number of different tools available to help with networking. and sales too. grouPS Groups can be very useful places to meet other photographers in your niche . Make your comments valuable—“nice capture” doesn’t bring nice results. but they’re even more helpful when you create your own. . keep the images you post to a group relevant (no one likes a spammer).MAkiNG MONeY FrOM FLickr 2.2 N e t wo r k i n g on Flick r Networking on Flickr is vital to generate views . take part in discussions to raise the power of your comments. . co M M e n t S comments bring photographers back to the commenter’s images.
co M M e n t S . 11 – + full Screen contentS PreviouS neXt .MAkiNG MONeY FrOM FLickr 2. 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. images must include eXiF data. it’s also a valuable way to generate plenty of views.” 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. images are chosen for display on the explore page according to an algorithm that takes into account comments. views and group membership.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. 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. be public and “safe. faves.
runningagrouP creating your own group takes effort . professional advice.com/groups/strobist/) and Pro corner (http://www.com/groups/procorner/) give valuable.flickr.flickr. but it shows buyers that you’re an expert in your field.MAkiNG MONeY FrOM FLickr 2. . there are groups for just about every topic—and anyone can set up a new group. 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. .com/groups/afterclass/) set challenges that expand skills and provide new challenges. providing a place for photographers to network. 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. 12 – + full Screen contentS PreviouS neXt .flickr. learningfroMgrouPS Groups such as Strobist (http://www.
Adding a creative commons license then can increase the chances that your images will be found.MAkiNG MONeY FrOM FLickr 2.5 cre a t i ve co mmons creative commons licenses let anyone use images without paying for them. A “Noncommercial” license limits use to noncommercial purposes. 13 combining different creative commons licenses can give you greater control over the use of your images. 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. 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. 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.
Prices of images can vary according to use as well as buyer and image. 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 .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.6 Wi n n i n g S a l es Flickr sales are always conducted through personal negotiation. 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.
3 Finding Joint Venture Opportunities 15 – + full Screen contentS PreviouS neXt .
those strengths could be access to a niche market.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. the goal is usually to win commissions or make sales. they can range in size from Sony and ericsson’s partnership to two self-employed photographers agreeing to market each other’s work. common examples include joint ventures between photographers and event halls or videographers. 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. 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.
the venue gets free decoration and publicity. M u t ua l r e f e r r a l S Many photographic artists refer buyers to each other.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. One very simple joint venture is to ask a local café or restaurant to show your work. each business is aiming a different product at the same market. this is often done online by providing a list of links to other artists working on similar images. WinningexhibitionS Showing work in a gallery is a form of joint venture—it’s just a very hard one to land.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. Joint ventures can help a photographic artist to stand out from the crowd. show his/ her work and make sales. 17 – + full Screen contentS PreviouS neXt . You get sales. Photographers have even teamed up with framers to cut their costs.
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.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. businesses don’t. that’s a joint venture waiting to happen. talk to local businesses about putting pictures of their products on the photo-sharing site. usually. Link the images back to the store’s website and take a share of the sale as an affiliate. Joinaband Find a local rising group and sign an exclusive agreement to make band photos and t-shirts to sell for a royalty. there are some novel approaches you can take too. the school gets a cut but the photographer always does well out of a big deal 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. PutabuSineSSonflickr Photographers know Flickr.
Make an offer but no demands other than credit. 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. Sometimes a joint venture can be intended to raise a photographer’s profile and show off their work. 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. You’ll want to enjoy yourself in the meantime.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. those campaigns need images—and will give you exposure in return. business or anything else. Many of the rewards will come from networking and few will come immediately. 19 – + full Screen contentS PreviouS neXt . choose a campaign you genuinely believe in. charitieS charities are just as good as campaigning groups when you’re looking for a distribution partner.
MarketingexPertS Photographers have managed to team up with sales professionals. graPhicdeSignerS camera skills and Photoshop skills go hand-in-hand. it’s proved a first step towards producing their own books.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3.5 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. You supply the photos. 20 – + full Screen contentS PreviouS neXt . You can find good partners at Pixish. Find an artist and supply the images. 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. sharing the income from a job. it's a bit like having a private photography agent. Or track down a wordsmith and collaborate on a photo-based story book. the designers adds some graphic magic—and you split the revenues.com.
Only choose partners you genuinely believe in. they’re good places to understand the dynamics of a partnership. You’ll want to know whether the partnership is working— and whether it’s worth continuing.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. and above all. it should work again for a special offer or new image range. See every joint venture as a stepping stone to future partnership deals. if a promotion works once. understand exactly what you want from the joint venture. and the pitching should be relatively easy. 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. 21 – + full Screen contentS PreviouS neXt . the partner. Nothing ruins a reputation faster than promoting poor quality products or services. Start with friends and colleagues.) keep track of the results. and what the partner can provide for you. (A photographer is unlikely to strike a deal with Walmart but might have a good chance with a local framer. the most successful joint ventures tend to be those between professionals of equal size.
4 Selling Photographic Licenses 22 – + full Screen contentS PreviouS neXt .
that means no one can use any of your images—or sell them—without first receiving your authorization.SeLLiNG PHOtOGrAPHic LiceNSeS 4. rights may be exclusive and limited in time. the scope of those rights—and their prices—can vary widely. An image license grants the user specific rights to use a particular image for a particular purpose. a set number of times or for a defined use. Selling the rights to use an image does not affect the photographer’s ownership over it. the buyer cannot resell the image or claim it as his own.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. unless stated otherwise. – + full Screen contentS PreviouS neXt . 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.
cc licenses are controversial: some people argue that they allow users easy access to works.2 W h e n to u s e c reative commons Licenses creative commons (cc) licenses place a work of art in the public domain.SeLLiNG PHOtOGrAPHic LiceNSeS 4. they can serve a use for photographers too. 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. – + full Screen contentS PreviouS neXt . it may be used by anyone free of charge. others claim that they devalue the market for images. the most common type of cc license restricts usage to non-commercial purposes and demands credit. 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. Once an image has been awarded a cc license. combining different kinds of cc licenses however. may limit usage in a number of different ways. Although cc licenses may affect sales of images.
SeLLiNG PHOtOGrAPHic LiceNSeS 4. rM allows photographers to control use of their works. rF images tend to be found on microstock sites. 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. 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. those uses rarely include reselling.3 r i g h t s M a n a ged and r oyalt y-Free Licenses in general. image licenses are sold either as rights Managed or royalty-Free. 25 – + full Screen contentS PreviouS neXt .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 .
A photograph that doesn’t have the right releases isn’t unsellable.4 k n ow i n g t h e Law the photographer owns the rights to his or her image. ModelreleaSeS Model releases are necessary for photographs that contain an identifiable image of a person. if an image is published without a model release. ProPertyreleaSeS 26 – + full Screen contentS Photographers may also need releases from the owners of private buildings. Before a photographer can sell an image. s/he must make sure they have all the appropriate releases. it’s worth reading Bert krages’ Legal Handbook for Photographers or caroline Wright’s Photographer’s Legal Guide to understand the law concerning photography. the publisher is liable. not the photographer—but the publisher must be informed. but the photographer must tell the buyer that the releases are missing. Model releases are not necessary for news articles. PreviouS neXt .SeLLiNG PHOtOGrAPHic LiceNSeS 4. but may not own the rights to everything the image shows.
they can put off casual image thieves. 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. Although it’s impossible to completely prevent image theft online. image theft occurs when a user takes the image without requesting a license and without paying.5 Pre ve n t i n g thef t Making images available for licensing also makes them available for stealing. PreviouS neXt . 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.com.com and PicScout. Watermarks are easy to add to an image. Many thieves don't understand they're doing anything wrong. photographers can take steps to reduce the chances that their images will be stolen anti-theftdeViceS keeping your images small ensures that their use will be limited. such as Attributor.SeLLiNG PHOtOGrAPHic LiceNSeS 4. and while they can be removed. help photographers track down stolen images and demand payment.
28 – + full Screen contentS PreviouS neXt . 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. 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.SeLLiNG PHOtOGrAPHic LiceNSeS 4. they allow photographers to continue making money from their pictures long after they were taken. 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.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.S to c k More recently. M i c r o a n d M i d .
5 Making Money from Microstock 29 – + full Screen contentS PreviouS neXt .
Friends and family can make good models. images available tend to consist of meetings.” b u S i n e S S i M ag e S the most commonly sought images are those with business themes. categories on microstock sites range from “Action” to “Zen-like. i M ag e S W i t h P e o P l e images with people are always popular. 30 – + full Screen contentS PreviouS neXt . Anyone can contribute but reviewers reject images that fail to meet technical standards or which are not sufficiently commercial.MAkiNG MONeY FrOM MicrOStOck 5. People photos must have model releases. handshakes and plenty of people in suits. Many photographers shoot budding actors and students in return for headshots.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.
increased advertising.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. exclusivity tends to provide a high sales commission. Microstock sites tend to use sample images from their exclusive photographers in their marketing. those benefits don’t always outweigh the costs of restricting sales to one marketing channel. Some microstock sites may give preferential treatment to exclusive photographers in search results. 31 – + full Screen contentS PreviouS neXt . these can be as much as double the non-exclusive rate. increasing the profile of their photographers. a d Va n tag e S Higher commissions. 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.
32 – + full Screen contentS PreviouS neXt . in practice. the uploading can also be time-consuming and difficult depending on the site. But bigger sites also means more competition—and often lower commissions too. these can range from 20 percent of the sales price to 80 percent from some sites. co M M i S S i o n r at e S different sites offer different rates of commission.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. 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. photographers often submit to several sites at the same time.
Sites may also demand descriptions. ProceSS Begin by listing terms related to your topic. Be sure to include location as well as subject and colors. Microstock photographer Yuri Arcurs offers a free keywording tool at http://arcurs. Professional software such as imagekeyworder and keywordcompiler can do the work for you.MAkiNG MONeY FrOM MicrOStOck 5. for a fee. com/keywording. different sites offer different tools to make keywording easier (for example by providing synonyms.4 k e y wo rd i n g and tagging tags enable buyers to search for images by keywords. 33 – + full Screen contentS PreviouS neXt .) tags and keywords are usually checked during the approval process. the keywording process can be time-consuming. that will save you starting from scratch each time. cross-check with other similar images already available. these are particularly important for scientific stock. S h o r tc u t S keep a record of the terms used for each type of picture.
– + full Screen contentS PreviouS neXt . commissions range from zero for photographers (iStock) to 50% of the sales prices for six months for buyers (crestock). Ads placed above the fold—visible on the screen before the buyer scrolls—tend to perform the best. 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.MAkiNG MONeY FrOM MicrOStOck 5. Your buyers’ trust is always your most valuable asset. the Flickr bio is a great place to find photographers. placement is crucial. Sites pay different rates for buyers and contributors. One effective strategy is often to send photographers to one site and buyers to another. Advertise sites you genuinely believe in. don’t limit your referral links to your blog.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. Active recommendations will always help to encourage extra clicks.
MAkiNG MONeY FrOM MicrOStOck 5. 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. 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. 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. top microstock photographer work full-time. PreviouS neXt 35 – + full Screen contentS .6 ti p s fo r S u c c ess Microstock sites do the marketing so that you don’t have to. Sometimes. a low-paying site can deliver more money per image on average by selling more overall.
6 Making Money from Your Photography Hobby 36 – + full Screen contentS PreviouS neXt .
upload your images and wait for approval.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. Meet the site’s technical requirements and shoot photos that sell—stock is commercial. Shutterstock and dreamstime are among the leaders. k e yS to S u cc e S S : Spread your images across multiple sites—exclusivity provides better rates but most photographers find it brings fewer sales. 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. upload many images frequently—top microstock photographers have portfolios of thousands of images.) Browse images to see what sells. Photographers receive small payments in comparison to traditional stock. rarely artistic.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. Microstock accepts a broad range of subjects. they provide a passive revenue source that requires no additional marketing necessary (although it can help).
faves. Flickr’s groups can be great places to swap information. comments and a high profile. the site is often used by buyers looking for rare images. Good tagging is vital to turn up in search results. especially when it links to your website. creative commons (cc) licenses can be added to let publishers use images for free. Follow your stats to see what viewers want and where they’re from. 38 – + full Screen contentS PreviouS neXt . the bio page can be a very useful marketing page.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. g e t t i n g S ta r t e d : registration is free but pro membership is just $24. k e yS to S u cc e S S : Networking is vital to build views. upload your images but keep them organized and tagged.2 M a k i n g M o n e y from Flick r Flickr is a photo-sharing website that lets photographers show off their work. Join groups and make comments to build your network.95 and provides valuable stats.
39 – + full Screen contentS PreviouS neXt . websites. 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. trying to predict the art marketing is rarely rewarding and always self-defeating. if you can find a venue—cafes work!—you can organize your own exhibition. Websites like etsy.com can be an easy way to make your first art sales. Sales prices can be high . . choose the retail outlet that suits you best. g e t t i n g S ta r t e d : First.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. Galleries are the most prestigious and offer career help too but are difficult to break into.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. craft sites and even cafes and restaurants. galleries. shoot what you want. . try starting with a local art fair to build a name and customer base.
You have to make the sales. Shoot the images you want rather than commercial photos for clients. Build the marketing channels that will bring buyers to your Blurb store. Organize your images carefully—even a photography book has to tell a story. Sign up to a print-on-demand company like Blurb.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. 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. but very difficult to break into.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. traditional publishing is the most prestigious. 40 – + full Screen contentS PreviouS neXt . g e t t i n g S ta r t e d : First. choose how you want to publish your photography book. Market the book hard.
5 M a k i n g M o n e y from event Photogr aphy A standard way for professionals to earn revenue. Word-of-mouth always brings the best clients for the lowest cost. encourage referrals. including post-production. Offering to assist an established photographer can help to build experience and contacts. 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. requires some on-the-job training and experience. Make sure you have all the equipment you need. Wedding photojournalism provides a new creative alternative to standard formals. 41 – + full Screen contentS PreviouS neXt . event photography is very competitive and although the prices are high. 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.
. 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. as well as photography and good contacts. . . call fast.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. . . . . 42 – + full Screen contentS PreviouS neXt . When you have the images.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. 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. but don’t expect instant results either. Photojournalism requires an understanding of the news. A client who buys once may well buy again and again. don’t be afraid to cold-call . and also one of the most competitive. 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 .
get one free! time limited special offers given at point of sale. traditionaluPSellingMethodS Buy two. exaMPleofuPSelling A customer hires a photographer to shoot a wedding and ends up ordering two additional wedding albums and extra-large prints.uPSeLLiNG eVeNt PHOtOGrAPHY 7. 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. 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.
different size prints as well as the length of time the shoot lasts. 45 – + full Screen contentS PreviouS neXt .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. typical items include an ornate wedding album. those packages provide an important opportunity for upselling. 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. it’s possible to upsell an entire package or add elements a la carte from more expensive packages. parent albums. 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. negatives or raw disc. extra prints. post-production work.uPSeLLiNG eVeNt PHOtOGrAPHY 7.
uPSeLLiNG eVeNt PHOtOGrAPHY 7. 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. delivery after the event is another good time to offer additional items. different types of photo albums can be marketed as gifts for specific recipients such as parents and siblings. WebSiteS One service to upsell is a photograph website or Flickr stream. cdS compact discs filled with images are an easy product to upsell. they can include edited or unedited images. different resolutions and different numbers of photos. 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.
Asking them if anyone else would be interested in viewing the images can create an opportunity to upsell albums. it’s vital to extract as much information from the customer as possible. “do you have friends or relatives far away?” distant acquaintances can land you website creation. for example. Wedding photography customers. that information is gathered through conversation and careful listening. 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. 47 – + full Screen contentS PreviouS neXt .uPSeLLiNG eVeNt PHOtOGrAPHY 7. reciPientS “Who do you think would like to view the images?” Wedding couples may consider themselves the only beneficiaries of the shoot.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. they may not realize the value of additional albums. to upsell then.
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. You know the wedding date so send the couple anniversary cards and stay in the running for the maternity photos. Be bold. Make sure your contact details are on the back and you’ll be the first choice when they marry. and even—at a stretch—referrals. Ask the clients about their next event and make clear that you’re available and with a special rate.5 Wi n n i n g co n tinuous Business upselling is really all about selling additional items to the same client. But it may also include future sales. W i n r e f e r r a l S Shoot couples at the wedding and give the pictures as gifts to the clients to pass on.uPSeLLiNG eVeNt PHOtOGrAPHY 7. tell the couple that you’re prepared to offer a 10 percent discount if one of their friends hires you.
not your entire portfolio. if you have to work too hard for the sale you’re unlikely to get it. 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. your clients won’t be enthusiastic either. the real product is the main service you’re offering. excitement is an important part of selling. You’ll need a budget package and a range of other services and products you can add for an extra fee. Be realistic in your expectations. if you’re not enthusiastic about the benefits of what you’re selling.uPSeLLiNG eVeNt PHOtOGrAPHY 7. remember the upsell is only the bonus. clients must feel you’re offering something valuable not pushing something they don’t need. 49 – + full Screen contentS PreviouS neXt . Successful upselling might involve just one or two extra items. 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. Pushing too hard also runs the risk of losing what you have.
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