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tHe ProDuctS AnD SerVIceS DeScrIBeD In tHIS eBooK Are for eDucAtIonAl AnD InforMAtIonAl PurPoSeS onlY. page 29. page v. MAY Suffer loSSeS. page iv.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. is permitted. istock © iain Sarjeant. Page ii. page 22 and 36 istock © Jaap Hart. page iii. istock © igor Balasanov. istock © Anna Bryukhanova. AnY eXAMPleS AnD ADVIce GIVen In tHIS eBooK SHoulD not to Be conStrueD to GuArAntY econoMIc SucceSS. reprinting. page 15. Due to MAnY VArIABle rISKS. All rights reserved. no reproduction. there is no warranty as to the accuracy of the material contained herein and it may not be relied Photo credits: cover. You MAY not MAKe AnY MoneY AnD InDeeD. istock © wibs24. page 43. page vi. Book design: designForBooks.com upon for any purpose. istock © dori Oconnell. istock © Quavondo Nguyen. in whole or in part. istock © Jennifer trenchard. istock © Andrea Gingerich. You MuSt MAKe Your oWn InDePenDent JuDGMent AS to tHe VIABIlItY of AnY BuSIneSS trAnSActIon. – + full Screen contentS PreviouS neXt . or republishing. reselling. eVen If You folloW tHe ADVIce GIVen In tHIS eBooK. istock © Andrew ross.
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1.1 the challenge of Selling Photographic Art 1.2 Preparing Your Portfolio 1.3 Selling through Galleries 1.4 Selling Photographic Art Online 1.5 Making the Most of Art Fairs 1.6 Mounting Your Own exhibition 2
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2.1 What images Sell? 2.2 2.3 2.4
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Networking on Flickr Hitting the explore Page the Power of Flickr Groups
2.5 creative commons 2.6 Winning Sales 3
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3.1 What are Joint Ventures? 3.2 Selling Art through Joint Ventures 3.3 eclectic Joint Ventures 3.4 Self-Promotion through Selfless campaigning 3.5 teaming with Professionals 3.6 Principles for Successful Joint Ventures 4 SellingPhotograPhiclicenSeS 4.1 What is image Licensing? 4.2 When to use creative commons Licenses 4.3 rights Managed and royalty-Free Licenses 4.4 knowing the Law
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4.5 Preventing theft 4.6 Where to Sell Licenses 5
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5.1 Which images Sell? 5.2 exclusivity 5.3 choosing a Site 5.4 keywording and tagging 5.5 referral Programs 5.6 tips for Success 6
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6.1 Making Money from Microstock 6.2 Making Money from Flickr 6.3 Making Money from Art Photography
6.4 Making Money from Photography Books 6.5 Making Money from event Photography 6.6 Making Money from Photojournalism 7
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7.1 What is upselling? 7.2 upselling Packages 7.3 upselling at delivery 7.4 Questions to Ask to upsell Successfully 7.5 Winning continuous Business 7.6 Principles for Successful upselling
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Selling Photographic Art
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SeLLiNG PHOtOGrAPHic Art
th e ch a l l e n ge of S elling Photographic Ar t
Art is one of the hardest photographic niches to break into. it’s also one of the most desirable. b i g S u P P ly, S M a l l M a r k e t every photographer believes they produce wonderful—and sellable—works of art. Only a small number are right . . . . . . and an even smaller number of people are prepared to buy photographic art and place it on their walls. Pricing the price of a work of art depends on its quality and rarity, as well as the name of the artist and many other factors. Quoting the right price can be very difficult. do make sure that any price includes the costs of production, including framing and shipping. the correct price for any work of art is always the maximum amount a buyer is willing to pay.
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SeLLiNG PHOtOGrAPHic Art
Pre p a r i n g Yo ur Por tfolio
A photographer’s portfolio is usually a collection of samples put together to show a potential client what the photographer can do. different clients are looking for different things: a commissioning editor will want to see that he can trust the photographer; the jury at an art fair may be looking for variety or images that match the visitors’ interests.
c h o o S i n g yo u r i M ag e S Before approaching a gallery or an art fair, make sure that you understand the sort of submissions they’re looking for. You can discover that information by visiting the gallery or fair before submitting, checking their website or examining The Photographer’s Market. t h e P h oto g r a P h e r ’S M a r k e t Portfolios should consist of no more or less than 10–20 images. Your portfolio is always a work in progress. it needs constant updating and growing.
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SeLLiNG PHOtOGrAPHic Art
S e l l i n g t h ro u gh G aller ies
Galleries are one of the most prestigious ways of selling art. in addition to providing marketing power, a gallery will also offer guidance, career advice and pricing suggestions. in return, the gallery will usually take around 50 percent of the sales price as commission.
M a k i n g yo u r a P P r o ac h call ahead and make an appointment. Few gallery owners want to see artists who walk in off the street. Start with juried shows like art fairs. Success there gives approval from your peers and proves that you can sell. S tat e M e n t a n d r e S u M e in addition to a portfolio, you may also need a resume describing where you’ve exhibited and a statement explaining your approach to your art.
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Services such as Blurb let photographers create photographic art books and sell them online for a profit. You’ll have to bring in the buyers yourself.SeLLiNG PHOtOGrAPHic Art 1. But selling art online usually means doing the marketing yourself. the internet is open to all.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. . the prices are also often lower than those of galleries. An alternative option is to sell photography books. c r a f t S to r e S Sites like etsy. 5 – + full Screen contentS PreviouS neXt . but in practice. P r i n t e d P h oto S Many photography sites allow viewers to purchase prints . One useful strategy is to sell your images as computer wallpaper on a subscription basis.com let photographers place their images on products ranging from mugs and mousepads to shoes and posters. sales tend to be rare unless the picture is truly unique. the seller’s commissions are usually lower too. the sites won’t market the products for you.com and Zazzle. .
Actual figures though will vary from fair to fair. Acceptance to these sorts of fairs carries a certain amount of prestige. are able to exhibit and sell their works. Some art fairs are juried and award prizes. including photographers. Art fairs usually charge for space. PreviouS neXt . images should be matted and covered so that they aren’t damaged by browsers. Make sure your images match the market.SeLLiNG PHOtOGrAPHic Art 1. different fairs bring different buyers. 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. 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. Average sales figures though may typically be in the low thousands. the fees can range from around $30 to three and even four figures.
7 – + full Screen contentS PreviouS neXt . critics and public officials. prepare a resume or write an artist’s statement. museums and theaters. You don’t have to make any pitches. the downside is that you have to do all of the work from finding a venue to printing the images to bringing in visitors. the first thing you’ll need is a venue. You also get to keep all of the sales. Place flyers in art stores.SeLLiNG PHOtOGrAPHic Art 1. that could be a café or a restaurant but it could also be a garage or a friend’s living room. Be sure to invite decision-makers such as gallery-owners. collectors.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. cafes. 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. the advantage is that you’re in control. 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. use your own contact lists as well as those of friends and colleagues where possible. curators.
2 Making Money From Flickr 8 – + full Screen contentS PreviouS neXt .
it can pay to give away some free images. creative commons-licensed 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. u n i q u e i M ag e S Flickr’s appeal to buyers is its range. the number and range of the images online however attracts buyers and users.MAkiNG MONeY FrOM FLickr 2. Flickr offers hard-to-find niche photos. but make sure your commercial images are protected. especially for use on blogs. f r e e i M ag e S Most users are looking for free. 9 – + full Screen contentS PreviouS neXt . Stock companies offer similar images. Geotagging can be as simple as dragging your photo onto a map.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.
. take part in discussions to raise the power of your comments. . . .2 N e t wo r k i n g on Flick r Networking on Flickr is vital to generate views . or even help with the administration of an established group. Make your comments valuable—“nice capture” doesn’t bring nice results. co M M e n t S comments bring photographers back to the commenter’s images. and sales too. 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 . there are a number of different tools available to help with networking. . .MAkiNG MONeY FrOM FLickr 2. 10 – + full Screen contentS PreviouS neXt . . but they’re even more helpful when you create your own.
faves. images must include eXiF data. co M M e n t S . 11 – + full Screen contentS PreviouS neXt .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. 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. 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. views and group membership.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. Photos must have at least two faves to qualify for the explore page. 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.
flickr. . there are groups for just about every topic—and anyone can set up a new group.com/groups/strobist/) and Pro corner (http://www.4 th e Powe r o f Flick r Groups Groups are the heart of Flickr. learningfroMgrouPS Groups such as Strobist (http://www.com/groups/procorner/) give valuable.flickr. but it shows buyers that you’re an expert in your field. providing a place for photographers to network. runningagrouP creating your own group takes effort . professional advice. don’t be afraid to ask questions—or answer them! ac t i V i t y g r o u P S Groups like Julie kertesz’s Afterclass (http://www.MAkiNG MONeY FrOM FLickr 2.com/groups/afterclass/) set challenges that expand skills and provide new challenges.flickr. exchange ideas and look at each other’s images. 12 – + full Screen contentS PreviouS neXt . .
A “Share Alike” license makes sure that derivated works are only shared under a similar license. A “No derivative Works” license prevents works being created that are based on your original.5 cre a t i ve co mmons creative commons licenses let anyone use images without paying for them. – + full Screen contentS PreviouS neXt .MAkiNG MONeY FrOM FLickr 2. M a r k e t i n g W i t h c r e at i V e co M M o n S Flickr’s search page lets users restrict their search to creative commons licensed images. 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. 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. A “Noncommercial” license limits use to noncommercial purposes.
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. 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. Prices of images can vary according to use as well as buyer and image.MAkiNG MONeY FrOM FLickr 2. k n o W h o W to n e g ot i at e check the market rates for your images to make sure you receive the right price. Only sell images to which you own all the rights! 14 – + full Screen contentS PreviouS neXt .
3 Finding Joint Venture Opportunities 15 – + full Screen contentS PreviouS neXt .
use of a set of specialized skills and even economies of scale and greater competitiveness.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.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. 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. 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. 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. those strengths could be access to a niche market. common examples include joint ventures between photographers and event halls or videographers. the goal is usually to win commissions or make sales.
WinningexhibitionS Showing work in a gallery is a form of joint venture—it’s just a very hard one to land. You get sales. each business is aiming a different product at the same market. show his/ her work and make sales. 17 – + full Screen contentS PreviouS neXt . Photographers have even teamed up with framers to cut their costs. Joint ventures can help a photographic artist to stand out from the crowd.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.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. this is often done online by providing a list of links to other artists working on similar images. M u t ua l r e f e r r a l S Many photographic artists refer buyers to each other. One very simple joint venture is to ask a local café or restaurant to show your work. the venue gets free decoration and publicity.
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. 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 . that’s a joint venture waiting to happen. there are some novel approaches you can take too. Link the images back to the store’s website and take a share of the sale as an affiliate. PutabuSineSSonflickr Photographers know Flickr. businesses don’t. S c h o o l P h oto g r a P h y Schools contain plenty of photography subjects whose parents want portraits. talk to local businesses about putting pictures of their products on the photo-sharing site. usually.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. the school gets a cut but the photographer always does well out of a big deal too.
choose a campaign you genuinely believe in. Make an offer but no demands other than credit.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. charitieS charities are just as good as campaigning groups when you’re looking for a distribution partner. 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. whether they’re environmental. You’ll want to enjoy yourself in the meantime. 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. c a M Pa i g n i n g g r o u P S every town has campaigning groups. Sometimes a joint venture can be intended to raise a photographer’s profile and show off their work. business or anything else. 19 – + full Screen contentS PreviouS neXt .
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. Or track down a wordsmith and collaborate on a photo-based story book.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. graPhicdeSignerS camera skills and Photoshop skills go hand-in-hand. the designers adds some graphic magic—and you split the revenues.com. Find an artist and supply the images. For some photographers. You can find good partners at Pixish. You supply the photos. it's a bit like having a private photography agent. 20 – + full Screen contentS PreviouS neXt .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. MarketingexPertS Photographers have managed to team up with sales professionals. sharing the income from a job. it’s proved a first step towards producing their own books.
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. the most successful joint ventures tend to be those between professionals of equal size. (A photographer is unlikely to strike a deal with Walmart but might have a good chance with a local framer. it should work again for a special offer or new image range.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. understand exactly what you want from the joint venture. the customer. Only choose partners you genuinely believe in. they’re good places to understand the dynamics of a partnership. 21 – + full Screen contentS PreviouS neXt .) keep track of the results. if a promotion works once. and above all. the partner. and what the partner can provide for you.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. and the pitching should be relatively easy. Start with friends and colleagues. Nothing ruins a reputation faster than promoting poor quality products or services.
4 Selling Photographic Licenses 22 – + 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. unless stated otherwise. 23 u S ag e r i g h t S the rights granted may include the right to reproduce the image in a certain size. Selling the rights to use an image does not affect the photographer’s ownership over it. Buyers may also purchase the rights to create a derivative work.SeLLiNG PHOtOGrAPHic LiceNSeS 4. a set number of times or for a defined use. that means no one can use any of your images—or sell them—without first receiving your authorization. rights may be exclusive and limited in time. An image license grants the user specific rights to use a particular image for a particular purpose. the scope of those rights—and their prices—can vary widely. the buyer cannot resell the image or claim it as his own. – + full Screen contentS PreviouS neXt .
Once an image has been awarded a cc license. they can serve a use for photographers too. combining different kinds of cc licenses however. the most common type of cc license restricts usage to non-commercial purposes and demands credit. 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. that makes it an attractive magnet for image users looking for free photographs. 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. others claim that they devalue the market for images. Although cc licenses may affect sales of images. may limit usage in a number of different ways. – + full Screen contentS PreviouS neXt . cc licenses are controversial: some people argue that they allow users easy access to works. 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.SeLLiNG PHOtOGrAPHic LiceNSeS 4.
those uses rarely include reselling.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. 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. rM allows photographers to control use of their works.SeLLiNG PHOtOGrAPHic LiceNSeS 4. 25 – + full Screen contentS PreviouS neXt . 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. r oya lt y . rM licenses are usually sold by traditional stock companies. rF images tend to be found on microstock sites. image licenses are sold either as rights Managed or royalty-Free.
if an image is published without a model release. ModelreleaSeS Model releases are necessary for photographs that contain an identifiable image of a person. not the photographer—but the publisher must be informed. ProPertyreleaSeS 26 – + full Screen contentS Photographers may also need releases from the owners of private buildings. Before a photographer can sell an image. the publisher is liable.4 k n ow i n g t h e Law the photographer owns the rights to his or her image. PreviouS neXt . A photograph that doesn’t have the right releases isn’t unsellable.SeLLiNG PHOtOGrAPHic LiceNSeS 4. but may not own the rights to everything the image shows. it’s worth reading Bert krages’ Legal Handbook for Photographers or caroline Wright’s Photographer’s Legal Guide to understand the law concerning photography. Model releases are not necessary for news articles. s/he must make sure they have all the appropriate releases. but the photographer must tell the buyer that the releases are missing.
and while they can be removed. 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.5 Pre ve n t i n g thef t Making images available for licensing also makes them available for stealing. such as Attributor. they can put off casual image thieves.com.com and PicScout. help photographers track down stolen images and demand payment. 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. Although it’s impossible to completely prevent image theft online. Many thieves don't understand they're doing anything wrong. image theft occurs when a user takes the image without requesting a license and without paying. 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. PreviouS neXt . Watermarks are easy to add to an image.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. 28 – + full Screen contentS PreviouS neXt . microstock sites like iStock and mid-stock sites like fotoLibra have thrown their doors open to any photographer who wants to submit sellable photos.S to c k More recently. 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. doing the marketing and negotiating themselves. these companies charge more money and primarily sell rM licenses but are hard to break into. 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.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. M i c r o a n d M i d .
5 Making Money from Microstock 29 – + full Screen contentS PreviouS neXt .
handshakes and plenty of people in suits. Many photographers shoot budding actors and students in return for headshots.” b u S i n e S S i M ag e S the most commonly sought images are those with business themes.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. images available tend to consist of meetings. categories on microstock sites range from “Action” to “Zen-like. 30 – + full Screen contentS PreviouS neXt . Friends and family can make good models. People photos must have model releases.MAkiNG MONeY FrOM MicrOStOck 5. i M ag e S W i t h P e o P l e images with people are always popular. Anyone can contribute but reviewers reject images that fail to meet technical standards or which are not sufficiently commercial.
increasing the profile of their photographers. Preferential marketing. Microstock sites tend to use sample images from their exclusive photographers in their 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. increased advertising. these can be as much as double the non-exclusive rate. exclusivity tends to provide a high sales commission. a d Va n tag e S Higher commissions.MAkiNG MONeY FrOM MicrOStOck 5. 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. 31 – + full Screen contentS PreviouS neXt .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.
co M M i S S i o n r at e S different sites offer different rates of commission. tiMe All photos submitted to microstock sites have to be reviewed—a process that can take from days to weeks. But bigger sites also means more competition—and often lower commissions too.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. the uploading can also be time-consuming and difficult depending on the site. 32 – + full Screen contentS PreviouS neXt . photographers often submit to several sites at the same time. Size Placing your images on larger sites like iStock and Shutterstock should make them available to more buyers. in practice.MAkiNG MONeY FrOM MicrOStOck 5. these can range from 20 percent of the sales price to 80 percent from some sites.
MAkiNG MONeY FrOM MicrOStOck 5. cross-check with other similar images already available.) tags and keywords are usually checked during the approval process. 33 – + full Screen contentS PreviouS neXt . Professional software such as imagekeyworder and keywordcompiler can do the work for you. 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. the keywording process can be time-consuming. Be sure to include location as well as subject and colors. for a fee.4 k e y wo rd i n g and tagging tags enable buyers to search for images by keywords. com/keywording. different sites offer different tools to make keywording easier (for example by providing synonyms. Microstock photographer Yuri Arcurs offers a free keywording tool at http://arcurs. Sites may also demand descriptions. ProceSS Begin by listing terms related to your topic. that will save you starting from scratch each time.
commissions range from zero for photographers (iStock) to 50% of the sales prices for six months for buyers (crestock). placement is crucial.MAkiNG MONeY FrOM MicrOStOck 5. – + full Screen contentS PreviouS neXt . 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. Sites pay different rates for buyers and contributors. Your buyers’ trust is always your most valuable asset. Ads placed above the fold—visible on the screen before the buyer scrolls—tend to perform the best.5 r e fe r r a l Pro grams referral programs enable online publishers—including photographers—to generate revenue by sending buyers and contributors to microstock sites. the Flickr bio is a great place to find photographers. Advertise sites you genuinely believe in. don’t limit your referral links to your blog. Active recommendations will always help to encourage extra clicks. One effective strategy is often to send photographers to one site and buyers to another.
f o l lo W t h e S tat S Look beyond the commission rate to include the sell-through rate.MAkiNG MONeY FrOM MicrOStOck 5. But there are things you can do that increase your sales. Sometimes. 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.6 ti p s fo r S u c c ess Microstock sites do the marketing so that you don’t have to. it indicates the effectiveness of a site—and a portfolio. top microstock photographer work full-time. uploading hundreds and even thousands of images a month. PreviouS neXt 35 – + full Screen contentS . the sell-through rate is the percentage of images in a portfolio that have sold at least once. 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.) Browse images to see what sells. upload many images frequently—top microstock photographers have portfolios of thousands of images. k e yS to S u cc e S S : Spread your images across multiple sites—exclusivity provides better rates but most photographers find it brings fewer sales. 37 – + full Screen contentS PreviouS neXt . Shutterstock and dreamstime are among the leaders. Microstock accepts a broad range of subjects. Meet the site’s technical requirements and shoot photos that sell—stock is commercial. rarely artistic. Photographers receive small payments in comparison to traditional stock. they provide a passive revenue source that requires no additional marketing necessary (although it can help).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.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. g e t t i n g S ta r t e d : Sign up online at a microstock site (iStock.
comments and a high profile. the bio page can be a very useful marketing page.95 and provides valuable stats. Follow your stats to see what viewers want and where they’re from. Join groups and make comments to build your network. upload your images but keep them organized and tagged. k e yS to S u cc e S S : Networking is vital to build views. 38 – + full Screen contentS PreviouS neXt . Good tagging is vital to turn up in search results. creative commons (cc) licenses can be added to let publishers use images for free. faves. Flickr’s groups can be great places to swap information. especially when it links to your website. g e t t i n g S ta r t e d : registration is free but pro membership is just $24.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 site is often used by buyers looking for rare images.
Galleries are the most prestigious and offer career help too but are difficult to break into. . craft sites and even cafes and restaurants. Sales prices can be high . websites. Websites like etsy. try starting with a local art fair to build a name and customer base. g e t t i n g S ta r t e d : First. if you can find a venue—cafes work!—you can organize your own exhibition. but sales can be hard to find.com can be an easy way to make your first art sales.3 M a k i n g M o n e y from Ar t Photograp hy Sales outlets for art photography include: art fairs. . 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. choose the retail outlet that suits you best. 39 – + full Screen contentS PreviouS neXt . shoot what you want.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. trying to predict the art marketing is rarely rewarding and always self-defeating. galleries.
Organize your images carefully—even a photography book has to tell a story.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. Build the marketing channels that will bring buyers to your Blurb store. Shoot the images you want rather than commercial photos for clients. but very difficult to break into. Market the book hard. choose how you want to publish your photography book. 40 – + full Screen contentS PreviouS neXt .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. 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. g e t t i n g S ta r t e d : First. Sign up to a print-on-demand company like Blurb. You have to make the sales.
requires some on-the-job training and experience. including post-production. Word-of-mouth always brings the best clients for the lowest cost. so are the expenses. Offering to assist an established photographer can help to build experience and contacts. Make sure you have all the equipment you need. 41 – + full Screen contentS PreviouS neXt . 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. encourage referrals. g e t t i n g S ta r t e d : Many event photographers start by shooting for friends.5 M a k i n g M o n e y from event Photogr aphy A standard way for professionals to earn revenue.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. Wedding photojournalism provides a new creative alternative to standard formals. event photography is very competitive and although the prices are high.
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 . 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. . . but don’t expect instant results either. . A client who buys once may well buy again and again. don’t be afraid to cold-call . 42 – + full Screen contentS PreviouS neXt . . Photojournalism requires an understanding of the news. 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. call fast. When you have the images. Make your images available on sites like Flickr—semi-pros have sold news images this way. . and also one of the most competitive.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. . with shrinking opportunities. .
7 upselling event Photography 43 – + full Screen contentS PreviouS neXt .
uPSeLLiNG eVeNt PHOtOGrAPHY 7. exaMPleofcroSS-Selling A customer hires a photographer to shoot a wedding and ends up ordering videography as well.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. exaMPleofuPSelling A customer hires a photographer to shoot a wedding and ends up ordering two additional wedding albums and extra-large prints. traditionaluPSellingMethodS Buy two. 44 – + full Screen contentS PreviouS neXt . get one free! time limited special offers given at point of sale.
parent albums. typical items include an ornate wedding album. M o V i n g t h e c l i e n t S u P a l e V e l One time to start upselling is at the first meeting.uPSeLLiNG eVeNt PHOtOGrAPHY 7. different size prints as well as the length of time the shoot lasts.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. it’s possible to upsell an entire package or add elements a la carte from more expensive packages. those packages provide an important opportunity for upselling. extra prints. 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. 45 – + full Screen contentS PreviouS neXt . negatives or raw disc. 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. post-production work.
the Flickr stream ensures you receive credit.uPSeLLiNG eVeNt PHOtOGrAPHY 7. WebSiteS One service to upsell is a photograph website or Flickr stream. 46 – + full Screen contentS PreviouS neXt . cdS compact discs filled with images are an easy product to upsell. different resolutions and different numbers of photos.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 types of photo albums can be marketed as gifts for specific recipients such as parents and siblings. they can include edited or unedited images. delivery after the event is another good time to offer additional items. a l b u M S Printed photo albums can come in a range of different styles and with different ornamentation.
for example. reciPientS “Who do you think would like to view the images?” Wedding couples may consider themselves the only beneficiaries of the shoot.uPSeLLiNG eVeNt PHOtOGrAPHY 7. a S P e c t S o f t h e d ay “What’s the plan for the day?” expand the shoot from the ceremony and formals to include make-up and preparation. they may not realize the value of additional albums. 47 – + full Screen contentS PreviouS neXt . Asking them if anyone else would be interested in viewing the images can create an opportunity to upsell albums. that information is gathered through conversation and careful listening. “do you have friends or relatives far away?” distant acquaintances can land you website creation. Wedding photography customers. will know they want the ceremony photographed. to upsell then.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.
Be bold. Ask the clients about their next event and make clear that you’re available and with a special rate. tell the couple that you’re prepared to offer a 10 percent discount if one of their friends hires you. 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.5 Wi n n i n g co n tinuous Business upselling is really all about selling additional items to the same client. 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. and even—at a stretch—referrals. You know the wedding date so send the couple anniversary cards and stay in the running for the maternity photos. 48 – + full Screen contentS PreviouS neXt . Make sure your contact details are on the back and you’ll be the first choice when they marry. But it may also include future sales.uPSeLLiNG eVeNt PHOtOGrAPHY 7.
the real product is the main service you’re offering. You’ll need a budget package and a range of other services and products you can add for an extra fee. Successful upselling might involve just one or two extra items. not your entire portfolio. 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. those additional products and services should be desirable. 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. your clients won’t be enthusiastic either. if you’re not enthusiastic about the benefits of what you’re selling. 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. 49 – + full Screen contentS PreviouS neXt . Be realistic in your expectations. Pushing too hard also runs the risk of losing what you have.uPSeLLiNG eVeNt PHOtOGrAPHY 7.
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