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AnY eXAMPleS AnD ADVIce GIVen In tHIS eBooK SHoulD not to Be conStrueD to GuArAntY econoMIc SucceSS. istock © Andrew ross. istock © Jennifer trenchard. istock © iain Sarjeant. reselling. page 29. istock © Andrea Gingerich. MAY Suffer loSSeS. page iii. Due to MAnY VArIABle rISKS. You MuSt MAKe Your oWn InDePenDent JuDGMent AS to tHe VIABIlItY of AnY BuSIneSS trAnSActIon. istock © Anna Bryukhanova. page 15. page iv. eVen If You folloW tHe ADVIce GIVen In tHIS eBooK. All rights reserved. istock © dori Oconnell. You MAY not MAKe AnY MoneY AnD InDeeD. page v. tHe ProDuctS AnD SerVIceS DeScrIBeD In tHIS eBooK Are for eDucAtIonAl AnD InforMAtIonAl PurPoSeS onlY. there is no warranty as to the accuracy of the material contained herein and it may not be relied Photo credits: cover. istock © Quavondo Nguyen. reprinting. or republishing. no reproduction. page 43. – + full Screen contentS PreviouS neXt .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. Book design: designForBooks. in whole or in part. Page ii.com upon for any purpose. page vi. istock © igor Balasanov. istock © wibs24. page 22 and 36 istock © Jaap Hart.
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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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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. But selling art online usually means doing the marketing yourself. An alternative option is to sell photography books. sales tend to be rare unless the picture is truly unique. You’ll have to bring in the buyers yourself.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. P r i n t e d P h oto S Many photography sites allow viewers to purchase prints . the prices are also often lower than those of galleries. 5 – + full Screen contentS PreviouS neXt .com let photographers place their images on products ranging from mugs and mousepads to shoes and posters. the seller’s commissions are usually lower too.SeLLiNG PHOtOGrAPHic Art 1. . One useful strategy is to sell your images as computer wallpaper on a subscription basis. . the internet is open to all. but in practice.com and Zazzle. c r a f t S to r e S Sites like etsy.
different fairs bring different buyers. including photographers. are able to exhibit and sell their works.SeLLiNG PHOtOGrAPHic Art 1. images should be matted and covered so that they aren’t damaged by browsers. 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. 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. Average sales figures though may typically be in the low thousands.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. PreviouS neXt . Acceptance to these sorts of fairs carries a certain amount of prestige. Actual figures though will vary from fair to fair. Art fairs are often a good stepping stone towards exhibiting in galleries. the fees can range from around $30 to three and even four figures. Art fairs usually charge for space. Make sure your images match the market.
prepare a resume or write an artist’s statement. You also get to keep all of the sales. the advantage is that you’re in control. museums and theaters. Place flyers in art stores. You don’t have to make any pitches. curators. cafes. the first thing you’ll need is a venue. that could be a café or a restaurant but it could also be a garage or a friend’s living room. 7 – + full Screen contentS PreviouS neXt . 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.SeLLiNG PHOtOGrAPHic Art 1. the downside is that you have to do all of the work from finding a venue to printing the images to bringing in visitors. critics and public officials. 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. 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. Be sure to invite decision-makers such as gallery-owners.
2 Making Money From Flickr 8 – + full Screen contentS PreviouS neXt .
Geotagging can be as simple as dragging your photo onto a map. u n i q u e i M ag e S Flickr’s appeal to buyers is its range. Stock companies offer similar images.MAkiNG MONeY FrOM FLickr 2. but make sure your commercial images are protected. 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. 9 – + full Screen contentS PreviouS neXt . especially for use on blogs. it can pay to give away some free 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. Flickr offers hard-to-find niche photos. f r e e i M ag e S Most users are looking for free. the number and range of the images online however attracts buyers and users. creative commons-licensed images.
or even help with the administration of an established group. . . Make your comments valuable—“nice capture” doesn’t bring nice results. 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. take part in discussions to raise the power of your comments. 10 – + full Screen contentS PreviouS neXt . keep the images you post to a group relevant (no one likes a spammer). .2 N e t wo r k i n g on Flick r Networking on Flickr is vital to generate views . but they’re even more helpful when you create your own. . and sales too.MAkiNG MONeY FrOM FLickr 2. . co M M e n t S comments bring photographers back to the commenter’s images. .
images must include eXiF data. Photos must have at least two faves to qualify for the explore page. images are chosen for display on the explore page according to an algorithm that takes into account comments. 11 – + full Screen contentS PreviouS neXt . co M M e n t S . it’s also a valuable way to generate plenty of views. 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.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.” 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. be public and “safe. faves. views and group membership.
learningfroMgrouPS Groups such as Strobist (http://www.flickr. .MAkiNG MONeY FrOM FLickr 2. 12 – + full Screen contentS PreviouS neXt .com/groups/afterclass/) set challenges that expand skills and provide new challenges.flickr. . providing a place for photographers to network. but it shows buyers that you’re an expert in your field.com/groups/strobist/) and Pro corner (http://www. exchange ideas and look at each other’s images.com/groups/procorner/) give valuable. 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. runningagrouP creating your own group takes effort . there are groups for just about every topic—and anyone can set up a new group.4 th e Powe r o f Flick r Groups Groups are the heart of Flickr.flickr. professional advice.
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. – + full Screen contentS PreviouS neXt . A “Noncommercial” license limits use to noncommercial purposes. there are different kinds of creative commons that let image users do different things: An “Attribution” license let others use your work in return for credit. A “No derivative Works” license prevents works being created that are based on your original. 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. A “Share Alike” license makes sure that derivated works are only shared under a similar license.5 cre a t i ve co mmons creative commons licenses let anyone use images without paying for them.
Prices of images can vary according to use as well as buyer and image. 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. 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. use the bio to direct buyers to your commercial portfolio. 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.6 Wi n n i n g S a l es Flickr sales are always conducted through personal negotiation.MAkiNG MONeY FrOM FLickr 2. 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. 16 – + full Screen contentS PreviouS neXt .FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. t h e b e n e f i t S o f J o i n t V e n t u r e S Joint ventures allow each side to take advantage of the other side’s strengths. those strengths could be access to a niche market. W h at a r e P h oto g r a P h y J o i n t V e n t u r e S ? Photographers have formed joint ventures with a range of different professionals and businesses. common examples include joint ventures between photographers and event halls or videographers. 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.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.
17 – + full Screen contentS PreviouS neXt . each business is aiming a different product at the same market.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. M u t ua l r e f e r r a l S Many photographic artists refer buyers to each other. the venue gets free decoration and publicity. show his/ her work and make sales. WinningexhibitionS Showing work in a gallery is a form of joint venture—it’s just a very hard one to land.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. You get sales. this is often done online by providing a list of links to other artists working on similar images. Joint ventures can help a photographic artist to stand out from the crowd. One very simple joint venture is to ask a local café or restaurant to show your work. Photographers have even teamed up with framers to cut their costs.
usually. there are some novel approaches you can take too. 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. Joinaband Find a local rising group and sign an exclusive agreement to make band photos and t-shirts to sell for a royalty.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. businesses don’t. 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. 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. the school gets a cut but the photographer always does well out of a big deal too. PutabuSineSSonflickr Photographers know Flickr. talk to local businesses about putting pictures of their products on the photo-sharing site.
FiNdiNG JOiNt VeNture OPPOrtuNitieS 3.4 Self-Promotion through Selfless campaigning Not every joint venture may have the goal of generating sales. Make an offer but no demands other than credit. c a M Pa i g n i n g g r o u P S every town has campaigning groups. 19 – + full Screen contentS PreviouS neXt . You’ll want to enjoy yourself in the meantime. charitieS charities are just as good as campaigning groups when you’re looking for a distribution partner. those campaigns need images—and will give you exposure in return. business or anything else. whether they’re environmental. Many of the rewards will come from networking and few will come immediately. choose a campaign you genuinely believe in. Providing images for campaigning groups and non-profits helps photographers to display their photos and serve a good cause. Sometimes a joint venture can be intended to raise a photographer’s profile and show off their work.
the designers adds some graphic magic—and you split the revenues. Find an artist and supply the images.com. Or track down a wordsmith and collaborate on a photo-based story book. graPhicdeSignerS camera skills and Photoshop skills go hand-in-hand. You can find good partners at Pixish. You supply the photos.5 te a m i n g w i t h Professionals Joint ventures are always about two (or more) professionals teaming up to make the most of each other’s strengths. MarketingexPertS Photographers have managed to team up with sales professionals. it's a bit like having a private photography agent. it’s proved a first step towards producing their own books. For some photographers.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. 20 – + 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. sharing the income from a job.
understand exactly what you want from the joint venture. the most successful joint ventures tend to be those between professionals of equal size. and what the partner can provide for you. See every joint venture as a stepping stone to future partnership deals. and the pitching should be relatively easy. You’ll want to know whether the partnership is working— and whether it’s worth continuing. the partner. and above all. Only choose partners you genuinely believe in.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. (A photographer is unlikely to strike a deal with Walmart but might have a good chance with a local framer. they’re good places to understand the dynamics of a partnership. Nothing ruins a reputation faster than promoting poor quality products or services. 21 – + full Screen contentS PreviouS neXt . if a promotion works once.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. the customer. it should work again for a special offer or new image range. Start with friends and colleagues.) keep track of the results.
4 Selling Photographic Licenses 22 – + full Screen contentS PreviouS neXt .
a set number of times or for a defined use. Buyers may also purchase the rights to create a derivative work. the scope of those rights—and their prices—can vary widely.SeLLiNG PHOtOGrAPHic LiceNSeS 4. 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. unless stated otherwise. 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. 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.
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. cc licenses are controversial: some people argue that they allow users easy access to works. Once an image has been awarded a cc license. Although cc licenses may affect sales of images. it also means that placing at least a few cc images in your Flickr stream is an important way to get your images seen by buyers on the photo-sharing site. the most common type of cc license restricts usage to non-commercial purposes and demands credit. they can serve a use for photographers too. that makes it an attractive magnet for image users looking for free photographs. combining different kinds of cc licenses however. others claim that they devalue the market for images. – + full Screen contentS PreviouS neXt . 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.SeLLiNG PHOtOGrAPHic LiceNSeS 4.
25 – + full Screen contentS PreviouS neXt . so an ad firm looking for a photograph to place on billboards will pay more than a blogger looking for a small image to illustrate a post. rM licenses are usually sold by traditional stock companies.3 r i g h t s M a n a ged and r oyalt y-Free Licenses in general.SeLLiNG PHOtOGrAPHic LiceNSeS 4. image licenses are sold either as rights Managed or royalty-Free. rF images tend to be found on microstock sites.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 allows photographers to control use of their works. r oya lt y . those uses rarely include reselling. 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. it also allows photographers to vary the charge according to use.
ModelreleaSeS Model releases are necessary for photographs that contain an identifiable image of a person.4 k n ow i n g t h e Law the photographer owns the rights to his or her image. A photograph that doesn’t have the right releases isn’t unsellable. but the photographer must tell the buyer that the releases are missing. Model releases are not necessary for news articles. PreviouS neXt . Before a photographer can sell an image. if an image is published without a model release. not the photographer—but the publisher must be informed.SeLLiNG PHOtOGrAPHic LiceNSeS 4. 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. ProPertyreleaSeS 26 – + full Screen contentS Photographers may also need releases from the owners of private buildings. s/he must make sure they have all the appropriate releases. but may not own the rights to everything the image shows.
SeLLiNG PHOtOGrAPHic LiceNSeS 4. 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. 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. Watermarks are easy to add to an image. Many thieves don't understand they're doing anything wrong. help photographers track down stolen images and demand payment. PreviouS neXt . they can put off casual image thieves. Although it’s impossible to completely prevent image theft online.com.5 Pre ve n t i n g thef t Making images available for licensing also makes them available for stealing.com and PicScout. image theft occurs when a user takes the image without requesting a license and without paying. such as Attributor. 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. and while they can be removed.
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. 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. doing the marketing and negotiating themselves. they can even make good pension plans! But starting to sell them hasn’t always been easy.6 W h e re to S e l l Licenses Licenses have long been one of the most popular ways for professional photographers to generate income from their photographs. l i c e n S i n g f r o M yo u r o W n S i t e Some photographers also license images directly from their own sites. 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.SeLLiNG PHOtOGrAPHic LiceNSeS 4.S to c k More recently.
5 Making Money from Microstock 29 – + full Screen contentS PreviouS neXt .
” b u S i n e S S i M ag e S the most commonly sought images are those with business themes. i M ag e S W i t h P e o P l e images with people are always popular. Anyone can contribute but reviewers reject images that fail to meet technical standards or which are not sufficiently commercial. handshakes and plenty of people in suits. 30 – + full Screen contentS PreviouS neXt . People photos must have model releases. categories on microstock sites range from “Action” to “Zen-like.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. Friends and family can make good models.MAkiNG MONeY FrOM MicrOStOck 5. Many photographers shoot budding actors and students in return for headshots.
a d Va n tag e S Higher commissions. 31 – + full Screen contentS PreviouS neXt . exclusivity tends to provide a high sales commission. d i S a d Va n tag e S Most photographers find that selling the same images through different sites pays more overall. increasing the profile of their photographers. Preferential 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.MAkiNG MONeY FrOM MicrOStOck 5.2 e xc l u s i v i t y Microstock sites offer benefits to photographers who submit their pictures on an exclusive basis. these can be as much as double the non-exclusive rate. increased advertising. Microstock sites tend to use sample images from their exclusive photographers in their marketing.
tiMe All photos submitted to microstock sites have to be reviewed—a process that can take from days to weeks. the uploading can also be time-consuming and difficult depending on the site. in practice. photographers often submit to several sites at the same time. 32 – + full Screen contentS PreviouS neXt . Size Placing your images on larger sites like iStock and Shutterstock should make them available to more buyers. co M M i S S i o n r at e S different sites offer different rates of commission. these can range from 20 percent of the sales price to 80 percent from some sites.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. But bigger sites also means more competition—and often lower commissions too.MAkiNG MONeY FrOM MicrOStOck 5.
Microstock photographer Yuri Arcurs offers a free keywording tool at http://arcurs. these are particularly important for scientific stock.) tags and keywords are usually checked during the approval process. 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. Be sure to include location as well as subject and colors. cross-check with other similar images already available. Professional software such as imagekeyworder and keywordcompiler can do the work for you. com/keywording. the keywording process can be time-consuming. 33 – + full Screen contentS PreviouS neXt . Sites may also demand descriptions. for a fee.MAkiNG MONeY FrOM MicrOStOck 5. that will save you starting from scratch each time. ProceSS Begin by listing terms related to your topic. S h o r tc u t S keep a record of the terms used for each type of picture.
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. Sites pay different rates for buyers and contributors. commissions range from zero for photographers (iStock) to 50% of the sales prices for six months for buyers (crestock). don’t limit your referral links to your blog. Ads placed above the fold—visible on the screen before the buyer scrolls—tend to perform the best. placement is crucial. 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. – + full Screen contentS PreviouS neXt . the Flickr bio is a great place to find photographers.MAkiNG MONeY FrOM MicrOStOck 5. One effective strategy is often to send photographers to one site and buyers to another. Advertise sites you genuinely believe in. Your buyers’ trust is always your most valuable asset.
f o l lo W t h e S tat S Look beyond the commission rate to include the sell-through rate.6 ti p s fo r S u c c ess Microstock sites do the marketing so that you don’t have to.MAkiNG MONeY FrOM MicrOStOck 5. top microstock photographer work full-time. the sell-through rate is the percentage of images in a portfolio that have sold at least once. PreviouS neXt 35 – + full Screen contentS . But there are things you can do that increase your sales. Sometimes. it indicates the effectiveness of a site—and a portfolio. uploading hundreds and even thousands of images a month. a low-paying site can deliver more money per image on average by selling more overall. W o r k r at e Some microstock sites use algorithms that return image search results based on popularity and date. 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.
6 Making Money from Your Photography Hobby 36 – + 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.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. upload many images frequently—top microstock photographers have portfolios of thousands of images. Photographers receive small payments in comparison to traditional stock. 37 – + full Screen contentS PreviouS neXt . they provide a passive revenue source that requires no additional marketing necessary (although it can help). 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. 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. Microstock accepts a broad range of subjects. upload your images and wait for approval. Meet the site’s technical requirements and shoot photos that sell—stock is commercial.
the bio page can be a very useful marketing page. k e yS to S u cc e S S : Networking is vital to build views. Flickr’s groups can be great places to swap information. 38 – + full Screen contentS PreviouS neXt . Join groups and make comments to build your network.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. 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. g e t t i n g S ta r t e d : registration is free but pro membership is just $24. faves.95 and provides valuable stats. Follow your stats to see what viewers want and where they’re from. the site is often used by buyers looking for rare images. especially when it links to your website. Good tagging is vital to turn up in search results. creative commons (cc) licenses can be added to let publishers use images for free. comments and a high profile.
Sales prices can be high . .com can be an easy way to make your first art sales. shoot what you want. 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. Galleries are the most prestigious and offer career help too but are difficult to break into. websites. g e t t i n g S ta r t e d : First. try starting with a local art fair to build a name and customer base.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. if you can find a venue—cafes work!—you can organize your own exhibition.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. . craft sites and even cafes and restaurants. galleries. choose the retail outlet that suits you best. 39 – + full Screen contentS PreviouS neXt . trying to predict the art marketing is rarely rewarding and always self-defeating. Websites like etsy.
choose how you want to publish your photography book.4 M a k i n g M o n e y from Photography B ooks Books are an impressive way to display your images. 40 – + full Screen contentS PreviouS neXt .MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. traditional publishing is the most prestigious. Market the book hard. g e t t i n g S ta r t e d : First. 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. but very difficult to break into. they can also be a passive revenue source—once your sales channels are established. Shoot the images you want rather than commercial photos for clients. You have to make the sales. Sign up to a print-on-demand company like Blurb. k e yS to S u cc e S S : choose a subject that’s likely to sell—a topic is easier to sell than a photographer.
k e yS to S u cc e S S : understand the real costs involved in shooting an event.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. requires some on-the-job training and experience. Word-of-mouth always brings the best clients for the lowest cost.5 M a k i n g M o n e y from event Photogr aphy A standard way for professionals to earn revenue. event photography is very competitive and although the prices are high. Make sure you have all the equipment you need. encourage referrals. 41 – + full Screen contentS PreviouS neXt . create different packages for different budgets and upsell albums and prints to increase income. Wedding photojournalism provides a new creative alternative to standard formals. g e t t i n g S ta r t e d : Many event photographers start by shooting for friends. so are the expenses. Offering to assist an established photographer can help to build experience and contacts. including post-production.
. . 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. . 42 – + full Screen contentS PreviouS neXt . but don’t expect instant results either. . . Photojournalism requires an understanding of the news. with shrinking opportunities. When you have the images. and also one of the most competitive. Make your images available on sites like Flickr—semi-pros have sold news images this way. . as well as photography and good contacts. . call fast. don’t be afraid to cold-call .MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6.6 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 . A client who buys once may well buy again and again. 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 .
exaMPleofuPSelling A customer hires a photographer to shoot a wedding and ends up ordering two additional wedding albums and extra-large prints. 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.uPSeLLiNG eVeNt PHOtOGrAPHY 7. traditionaluPSellingMethodS Buy two. get one free! time limited special offers given at point of sale. 44 – + full Screen contentS PreviouS neXt . cross-selling is similar to upselling but encourages a buyer to purchase other (often unrelated) products.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.
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. extra prints. different size prints as well as the length of time the shoot lasts. emphasizing the additional elements in larger packages may be enough to complete the upsell. parent albums. post-production work.uPSeLLiNG eVeNt PHOtOGrAPHY 7. negatives or raw disc. it’s possible to upsell an entire package or add elements a la carte from more expensive packages. 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 . Look for items you can include at little extra cost to be more competitive but be careful not to undersell. 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.
they can include edited or unedited images. 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 types of photo albums can be marketed as gifts for specific recipients such as parents and siblings.uPSeLLiNG eVeNt PHOtOGrAPHY 7. a l b u M S Printed photo albums can come in a range of different styles and with different ornamentation. 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. delivery after the event is another good time to offer additional items. the Flickr stream ensures you receive credit.
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. a S P e c t S o f t h e d ay “What’s the plan for the day?” expand the shoot from the ceremony and formals to include make-up and preparation. for example. will know they want the ceremony photographed.uPSeLLiNG eVeNt PHOtOGrAPHY 7. Asking them if anyone else would be interested in viewing the images can create an opportunity to upsell albums. reciPientS “Who do you think would like to view the images?” Wedding couples may consider themselves the only beneficiaries of the shoot. to upsell then. that information is gathered through conversation and careful listening. 47 – + full Screen contentS PreviouS neXt . it’s vital to extract as much information from the customer as possible. they may not realize the value of additional albums. Wedding photography customers. “do you have friends or relatives far away?” distant acquaintances can land you website creation.
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. 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. Be bold. 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.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. 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. 48 – + full Screen contentS PreviouS neXt . Ask the clients about their next event and make clear that you’re available and with a special rate.
uPSeLLiNG eVeNt PHOtOGrAPHY 7. not your entire portfolio. those additional products and services should be desirable. 49 – + full Screen contentS PreviouS neXt . if you’re not enthusiastic about the benefits of what you’re selling. clients must feel you’re offering something valuable not pushing something they don’t need. if you have to work too hard for the sale you’re unlikely to get it. 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.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. excitement is an important part of selling. the real product is the main service you’re offering. Be realistic in your expectations. your clients won’t be enthusiastic either. Successful upselling might involve just one or two extra items. Pushing too hard also runs the risk of losing what you have. remember the upsell is only the bonus.
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