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page v. istock © dori Oconnell. istock © wibs24. You MuSt MAKe Your oWn InDePenDent JuDGMent AS to tHe VIABIlItY of AnY BuSIneSS trAnSActIon. You MAY not MAKe AnY MoneY AnD InDeeD. istock © Quavondo Nguyen. istock © Anna Bryukhanova. AnY eXAMPleS AnD ADVIce GIVen In tHIS eBooK SHoulD not to Be conStrueD to GuArAntY econoMIc SucceSS. Due to MAnY VArIABle rISKS.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. – + full Screen contentS PreviouS neXt . Page ii. no reproduction. Book design: designForBooks. page iv. reprinting. is permitted. page vi. istock © igor Balasanov. istock © iain Sarjeant. page 43. page 15. or republishing. MAY Suffer loSSeS. All rights reserved. page 29. eVen If You folloW tHe ADVIce GIVen In tHIS eBooK. reselling. istock © Andrea Gingerich. page iii. istock © Andrew ross. in whole or in part. page 22 and 36 istock © Jaap Hart. istock © Jennifer trenchard. tHe ProDuctS AnD SerVIceS DeScrIBeD In tHIS eBooK Are for eDucAtIonAl AnD InforMAtIonAl PurPoSeS onlY.com upon for any purpose. there is no warranty as to the accuracy of the material contained herein and it may not be relied Photo credits: cover.
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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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. You’ll have to bring in the buyers yourself. 5 – + full Screen contentS PreviouS neXt . the seller’s commissions are usually lower too. c r a f t S to r e S Sites like etsy. An alternative option is to sell photography books. P r i n t e d P h oto S Many photography sites allow viewers to purchase prints .com and Zazzle. the internet is open to all. Services such as Blurb let photographers create photographic art books and sell them online for a profit. sales tend to be rare unless the picture is truly unique. But selling art online usually means doing the marketing yourself. the prices are also often lower than those of galleries. but in practice.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 let photographers place their images on products ranging from mugs and mousepads to shoes and posters. . One useful strategy is to sell your images as computer wallpaper on a subscription basis. the sites won’t market the products for you.SeLLiNG PHOtOGrAPHic Art 1.
images should be matted and covered so that they aren’t damaged by browsers. Actual figures though will vary from fair to fair. different fairs bring different buyers. t i P S f o r S u cc e S S at a r t fa i r S full Screen – + contentS Offer images at a range of different prices to appeal to different types of buyers. PreviouS neXt . Art fairs are often a good stepping stone towards exhibiting in galleries.SeLLiNG PHOtOGrAPHic Art 1. are able to exhibit and sell their works. Some art fairs are juried and award prizes. including photographers. 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 usually charge for space. 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. Make sure your images match the market. Acceptance to these sorts of fairs carries a certain amount of prestige. the fees can range from around $30 to three and even four figures.
prepare a resume or write an artist’s statement. 7 – + full Screen contentS PreviouS neXt . the advantage is that you’re in control. museums and theaters. the first thing you’ll need is a venue.SeLLiNG PHOtOGrAPHic Art 1. 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 don’t have to make any pitches. critics and public officials. curators. Be sure to invite decision-makers such as gallery-owners. 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. collectors. You also get to keep all of the sales. use your own contact lists as well as those of friends and colleagues where possible. the downside is that you have to do all of the work from finding a venue to printing the images to bringing in visitors. that could be a café or a restaurant but it could also be a garage or a friend’s living room.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. Place flyers in art stores.
2 Making Money From Flickr 8 – + full Screen contentS PreviouS neXt .
especially for use on blogs.MAkiNG MONeY FrOM FLickr 2.1 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. f r e e i M ag e S Most users are looking for free. but make sure your commercial images are protected. 9 – + full Screen contentS PreviouS neXt . u n i q u e i M ag e S Flickr’s appeal to buyers is its range. creative commons-licensed images. the number and range of the images online however attracts buyers and users. Geotagging can be as simple as dragging your photo onto a map. it can pay to give away some free images. Stock companies offer similar images. Flickr offers hard-to-find niche photos. 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.
10 – + full Screen contentS PreviouS neXt . take part in discussions to raise the power of your comments. keep the images you post to a group relevant (no one likes a spammer). there are a number of different tools available to help with networking. . Make your comments valuable—“nice capture” doesn’t bring nice results.MAkiNG MONeY FrOM FLickr 2. and sales too. . or even help with the administration of an established group. . . grouPS Groups can be very useful places to meet other photographers in your niche . co M M e n t S comments bring photographers back to the commenter’s images.2 N e t wo r k i n g on Flick r Networking on Flickr is vital to generate views . . but they’re even more helpful when you create your own. . .
MAkiNG MONeY FrOM FLickr 2. 11 – + full Screen contentS PreviouS neXt . 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. 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. co M M e n t S . 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. Photos must have at least two faves to qualify for the explore page. faves. be public and “safe. images must include eXiF data. images are chosen for display on the explore page according to an algorithm that takes into account comments.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.
flickr.4 th e Powe r o f Flick r Groups Groups are the heart of Flickr.com/groups/procorner/) give valuable. professional advice. providing a place for photographers to network.flickr. 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 . . learningfroMgrouPS Groups such as Strobist (http://www.com/groups/strobist/) and Pro corner (http://www.flickr.com/groups/afterclass/) set challenges that expand skills and provide new challenges.MAkiNG MONeY FrOM FLickr 2. but it shows buyers that you’re an expert in your field. . there are groups for just about every topic—and anyone can set up a new group. 12 – + full Screen contentS PreviouS neXt . exchange ideas and look at each other’s images.
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. 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. – + full Screen contentS PreviouS neXt . M a r k e t i n g W i t h c r e at i V e co M M o n S Flickr’s search page lets users restrict their search to creative commons licensed images. Adding a creative commons license then can increase the chances that your images will be found. A “Noncommercial” license limits use to noncommercial purposes. 13 combining different creative commons licenses can give you greater control over the use of your images.MAkiNG MONeY FrOM FLickr 2. A “Share Alike” license makes sure that derivated works are only shared under a similar license.
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 . 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.MAkiNG MONeY FrOM FLickr 2.6 Wi n n i n g S a l es Flickr sales are always conducted through personal negotiation. k n o W t h e l aW Make sure you have model releases for people who appear in your photos and property releases where appropriate. k n o W h o W to n e g ot i at e check the market rates for your images to make sure you receive the right price. Prices of images can vary according to use as well as buyer and image.
3 Finding Joint Venture Opportunities 15 – + full Screen contentS PreviouS neXt .
W h at a r e P h oto g r a P h y J o i n t V e n t u r e S ? Photographers have formed joint ventures with a range of different professionals and businesses. they can range in size from Sony and ericsson’s partnership to two self-employed photographers agreeing to market each other’s work. common examples include joint ventures between photographers and event halls or videographers. 16 – + full Screen contentS PreviouS neXt . those strengths could be access to a niche market.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3.1 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. the goal is usually to win commissions or make sales. use of a set of specialized skills and even economies of scale and greater competitiveness. 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.
Photographers have even teamed up with framers to cut their costs. One very simple joint venture is to ask a local café or restaurant to show your work. each business is aiming a different product at the same market.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. 17 – + full Screen contentS PreviouS neXt . M u t ua l r e f e r r a l S Many photographic artists refer buyers to each other. You get sales. WinningexhibitionS Showing work in a gallery is a form of joint venture—it’s just a very hard one to land. 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. this is often done online by providing a list of links to other artists working on similar images. the venue gets free decoration and publicity. show his/ her work and make sales.
Joinaband Find a local rising group and sign an exclusive agreement to make band photos and t-shirts to sell for a royalty. usually.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. 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. 18 – + full Screen contentS PreviouS neXt . there are some novel approaches you can take too. PutabuSineSSonflickr Photographers know Flickr. that’s a joint venture waiting to happen. Link the images back to the store’s website and take a share of the sale as an affiliate.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. talk to local businesses about putting pictures of their products on the photo-sharing site. businesses don’t.
Sometimes a joint venture can be intended to raise a photographer’s profile and show off their work. You’ll want to enjoy yourself in the meantime. those campaigns need images—and will give you exposure in return. choose a campaign you genuinely believe in.4 Self-Promotion through Selfless campaigning Not every joint venture may have the goal of generating sales.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. whether they’re environmental. 19 – + full Screen contentS PreviouS neXt . business or anything else. Providing images for campaigning groups and non-profits helps photographers to display their photos and serve a good cause. Make an offer but no demands other than credit. Many of the rewards will come from networking and few will come immediately. c a M Pa i g n i n g g r o u P S every town has campaigning groups. charitieS charities are just as good as campaigning groups when you’re looking for a distribution partner.
Or track down a wordsmith and collaborate on a photo-based story book. a r t i S t S a n d au t h o r S Book illustrators have created best-selling volumes by combining text with photos and cartoon drawings. graPhicdeSignerS camera skills and Photoshop skills go hand-in-hand.com. For some photographers. You can find good partners at Pixish.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. MarketingexPertS Photographers have managed to team up with sales professionals. 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. sharing the income from a job. Find an artist and supply the images. 20 – + full Screen contentS PreviouS neXt . it's a bit like having a private photography agent. the designers adds some graphic magic—and you split the revenues. it’s proved a first step towards producing their own books.
and what the partner can provide for you. the partner. and the pitching should be relatively easy. See every joint venture as a stepping stone to future partnership deals.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. the customer. they’re good places to understand the dynamics of a partnership. and above all. Nothing ruins a reputation faster than promoting poor quality products or services. Only choose partners you genuinely believe in. if a promotion works once. it should work again for a special offer or new image range.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. Start with friends and colleagues. 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.) keep track of the results. understand exactly what you want from the joint venture. (A photographer is unlikely to strike a deal with Walmart but might have a good chance with a local framer. 21 – + full Screen contentS PreviouS neXt .
4 Selling Photographic Licenses 22 – + full Screen contentS PreviouS neXt .
rights may be exclusive and limited in time. the buyer cannot resell the image or claim it as his own. unless stated otherwise. An image license grants the user specific rights to use a particular image for a particular purpose. 23 u S ag e r i g h t S the rights granted may include the right to reproduce the image in a certain size. – + full Screen contentS PreviouS neXt .SeLLiNG PHOtOGrAPHic LiceNSeS 4. a set number of times or for a defined use. the scope of those rights—and their prices—can vary widely. Buyers may also purchase the rights to create a derivative work. Selling the rights to use an image does not affect the photographer’s ownership over it. that means no one can use any of your images—or sell them—without first receiving your authorization.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. cc licenses are controversial: some people argue that they allow users easy access to works. 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. 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. the most common type of cc license restricts usage to non-commercial purposes and demands credit. Once an image has been awarded a cc license. – + full Screen contentS PreviouS neXt . Although cc licenses may affect sales of images.SeLLiNG PHOtOGrAPHic LiceNSeS 4. they can serve a use for photographers too. it may be used by anyone free of charge. combining different kinds of cc licenses however.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. that makes it an attractive magnet for image users looking for free photographs.
rM licenses are usually sold by traditional stock companies. those uses rarely include reselling. 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. rM allows photographers to control use of their works. image licenses are sold either as rights Managed or royalty-Free. r i g h t M a n ag e d l i c e n S e S rights Managed (rM) images have controlled licenses which state clearly what the buyer may or may not do with the photograph.SeLLiNG PHOtOGrAPHic LiceNSeS 4. r oya lt y .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. 25 – + full Screen contentS PreviouS neXt . rF images tend to be found on microstock sites.3 r i g h t s M a n a ged and r oyalt y-Free Licenses in general.
ModelreleaSeS Model releases are necessary for photographs that contain an identifiable image of a person. 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. PreviouS neXt . if an image is published without a model release. but may not own the rights to everything the image shows. Before a photographer can sell an image. the publisher is liable. 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. but the photographer must tell the buyer that the releases are missing.4 k n ow i n g t h e Law the photographer owns the rights to his or her image.SeLLiNG PHOtOGrAPHic LiceNSeS 4. A photograph that doesn’t have the right releases isn’t unsellable. Model releases are not necessary for news articles.
PreviouS neXt . image theft occurs when a user takes the image without requesting a license and without paying.SeLLiNG PHOtOGrAPHic LiceNSeS 4. 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.com.5 Pre ve n t i n g thef t Making images available for licensing also makes them available for stealing. Although it’s impossible to completely prevent image theft online. 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. Watermarks are easy to add to an image. such as Attributor.com and PicScout. help photographers track down stolen images and demand payment. and while they can be removed. Many thieves don't understand they're doing anything wrong. they can put off casual image thieves. 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.
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. 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. doing the marketing and negotiating themselves. 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. they allow photographers to continue making money from their pictures long after they were taken.6 W h e re to S e l l Licenses Licenses have long been one of the most popular ways for professional photographers to generate income from their photographs.S to c k More recently. M i c r o a n d M i d . 28 – + full Screen contentS PreviouS neXt . l i c e n S i n g f r o M yo u r o W n S i t e Some photographers also license images directly from their own sites.
5 Making Money from Microstock 29 – + full Screen contentS PreviouS neXt .
images available tend to consist of meetings.” 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. 30 – + full Screen contentS PreviouS neXt . People photos must have model releases.MAkiNG MONeY FrOM MicrOStOck 5. 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. Anyone can contribute but reviewers reject images that fail to meet technical standards or which are not sufficiently commercial. Many photographers shoot budding actors and students in return for headshots. Friends and family can make good models. handshakes and plenty of people in suits.
exclusivity tends to provide a high sales commission.MAkiNG MONeY FrOM MicrOStOck 5. increased advertising. these can be as much as double the non-exclusive rate. d i S a d Va n tag e S Most photographers find that selling the same images through different sites pays more overall. Preferential marketing.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. Microstock sites tend to use sample images from their exclusive photographers in their marketing. a d Va n tag e S Higher commissions. 31 – + full Screen contentS PreviouS neXt . increasing the profile of their photographers. 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.
But bigger sites also means more competition—and often lower commissions too. tiMe All photos submitted to microstock sites have to be reviewed—a process that can take from days to weeks.MAkiNG MONeY FrOM MicrOStOck 5. co M M i S S i o n r at e S different sites offer different rates of commission. Size Placing your images on larger sites like iStock and Shutterstock should make them available to more buyers. 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. the uploading can also be time-consuming and difficult depending on the site. photographers often submit to several sites at the same time. in practice. 32 – + full Screen contentS PreviouS neXt .
these are particularly important for scientific stock. ProceSS Begin by listing terms related to your topic.) tags and keywords are usually checked during the approval process. Be sure to include location as well as subject and colors. that will save you starting from scratch each time. cross-check with other similar images already available. for a fee. 33 – + full Screen contentS PreviouS neXt .MAkiNG MONeY FrOM MicrOStOck 5. the keywording process can be time-consuming. S h o r tc u t S keep a record of the terms used for each type of picture. different sites offer different tools to make keywording easier (for example by providing synonyms. Sites may also demand descriptions. Microstock photographer Yuri Arcurs offers a free keywording tool at http://arcurs. com/keywording. Professional software such as imagekeyworder and keywordcompiler can do the work for you.4 k e y wo rd i n g and tagging tags enable buyers to search for images by keywords.
don’t limit your referral links to your blog. Active recommendations will always help to encourage extra clicks. commissions range from zero for photographers (iStock) to 50% of the sales prices for six months for buyers (crestock). One effective strategy is often to send photographers to one site and buyers to another. Your buyers’ trust is always your most valuable asset.MAkiNG MONeY FrOM MicrOStOck 5. – + full Screen contentS PreviouS neXt . Advertise sites you genuinely believe in. the Flickr bio is a great place to find photographers.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. Sites pay different rates for buyers and contributors. placement is crucial. 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. PreviouS neXt 35 – + full Screen contentS . W o r k r at e Some microstock sites use algorithms that return image search results based on popularity and date. uploading hundreds and even thousands of images a month. top microstock photographer work full-time. d o t h e M a r k e t i n g Linking directly to your portfolio from your own website and Flickr stream can give you both sales and referrals. 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. 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. But there are things you can do that increase your sales. it indicates the effectiveness of a site—and a portfolio. Sometimes.
6 Making Money from Your Photography Hobby 36 – + full Screen contentS PreviouS neXt .
MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6.1 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. Photographers receive small payments in comparison to traditional stock. 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 . upload your images and wait for approval. Microstock accepts a broad range of subjects. Meet the site’s technical requirements and shoot photos that sell—stock is commercial. rarely artistic.) Browse images to see what sells. g e t t i n g S ta r t e d : Sign up online at a microstock site (iStock. Shutterstock and dreamstime are among the leaders. they provide a passive revenue source that requires no additional marketing necessary (although it can help). upload many images frequently—top microstock photographers have portfolios of thousands of images.
upload your images but keep them organized and tagged. 38 – + full Screen contentS PreviouS neXt . comments and a high profile. Join groups and make comments to build your network. faves.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. Good tagging is vital to turn up in search results.95 and provides valuable stats. k e yS to S u cc e S S : Networking is vital to build views. Follow your stats to see what viewers want and where they’re from. 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. the site is often used by buyers looking for rare images.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. creative commons (cc) licenses can be added to let publishers use images for free. the bio page can be a very useful marketing page.
g e t t i n g S ta r t e d : First. 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.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. . but sales can be hard to find. try starting with a local art fair to build a name and customer base. Websites like etsy. galleries. choose the retail outlet that suits you best. craft sites and even cafes and restaurants. shoot what you want. websites.com can be an easy way to make your first art sales. trying to predict the art marketing is rarely rewarding and always self-defeating. Sales prices can be high . 39 – + full Screen contentS PreviouS neXt . Galleries are the most prestigious and offer career help too but are difficult to break into. .MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6.
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. Market the book hard.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. g e t t i n g S ta r t e d : First. traditional publishing is the most prestigious. Organize your images carefully—even a photography book has to tell a story. 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. 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. choose how you want to publish your photography book. Build the marketing channels that will bring buyers to your Blurb store. 40 – + full Screen contentS PreviouS neXt . but very difficult to break into. Sign up to a print-on-demand company like Blurb.
so are the expenses. encourage referrals. k e yS to S u cc e S S : understand the real costs involved in shooting an event. requires some on-the-job training and experience.5 M a k i n g M o n e y from event Photogr aphy A standard way for professionals to earn revenue. Wedding photojournalism provides a new creative alternative to standard formals.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. g e t t i n g S ta r t e d : Many event photographers start by shooting for friends. Make sure you have all the equipment you need. create different packages for different budgets and upsell albums and prints to increase income. including post-production. Offering to assist an established photographer can help to build experience and contacts. Word-of-mouth always brings the best clients for the lowest cost. 41 – + full Screen contentS PreviouS neXt . event photography is very competitive and although the prices are high.
with shrinking opportunities. . but don’t expect instant results either. . 42 – + full Screen contentS PreviouS neXt .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 . . and also one of the most competitive. When you have the images. . . as well as photography and good contacts. Photojournalism requires an understanding of the news.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. . call fast. Make your images available on sites like Flickr—semi-pros have sold news images this way. don’t be afraid to cold-call . 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. 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. .
7 upselling event Photography 43 – + full Screen contentS PreviouS neXt .
get one free! time limited special offers given at point of sale. cross-selling is similar to upselling but encourages a buyer to purchase other (often unrelated) products. 44 – + full Screen contentS PreviouS neXt . exaMPleofcroSS-Selling A customer hires a photographer to shoot a wedding and ends up ordering videography as well.uPSeLLiNG eVeNt PHOtOGrAPHY 7. exaMPleofuPSelling A customer hires a photographer to shoot a wedding and ends up ordering two additional wedding albums and extra-large prints.1 W h a t i s u p s elling? upselling is a marketing technique that encourages a buyer to purchase more than they originally intended to buy. traditionaluPSellingMethodS Buy two. Flyers delivered with the product promoting additional items.
those packages provide an important opportunity for upselling. negatives or raw disc. different size prints as well as the length of time the shoot lasts. typical items include an ornate wedding album. it’s possible to upsell an entire package or add elements a la carte from more expensive packages. 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. extra prints.uPSeLLiNG eVeNt PHOtOGrAPHY 7. post-production work. emphasizing the additional elements in larger packages may be enough to complete the upsell. 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. Look for items you can include at little extra cost to be more competitive but be careful not to undersell. parent albums. 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.
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. they can include edited or unedited images. different resolutions and different numbers of photos. cdS compact discs filled with images are an easy product to upsell. 46 – + full Screen contentS PreviouS neXt . the Flickr stream ensures you receive credit.uPSeLLiNG eVeNt PHOtOGrAPHY 7.3 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. WebSiteS One service to upsell is a photograph website or Flickr stream. different types of photo albums can be marketed as gifts for specific recipients such as parents and siblings.
uPSeLLiNG eVeNt PHOtOGrAPHY 7. to upsell then. Asking them if anyone else would be interested in viewing the images can create an opportunity to upsell albums. “do you have friends or relatives far away?” distant acquaintances can land you website creation. will know they want the ceremony photographed. Wedding photography customers. that information is gathered through conversation and careful listening. 47 – + full Screen contentS PreviouS neXt .4 Q u e s t i o n s to Ask to upsell Successfully upselling depends on being able to meet needs that the customer may not be aware they have. they may not realize the value of additional albums. it’s vital to extract as much information from the customer as possible. 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. reciPientS “Who do you think would like to view the images?” Wedding couples may consider themselves the only beneficiaries of the shoot.
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. 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.uPSeLLiNG eVeNt PHOtOGrAPHY 7. But it may also include future sales.5 Wi n n i n g co n tinuous Business upselling is really all about selling additional items to the same client. Ask the clients about their next event and make clear that you’re available and with a special rate. 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. You know the wedding date so send the couple anniversary cards and stay in the running for the maternity photos. Be bold. 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.
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. 49 – + full Screen contentS PreviouS neXt . Successful upselling might involve just one or two extra items.uPSeLLiNG eVeNt PHOtOGrAPHY 7. if you have to work too hard for the sale you’re unlikely to get it. not your entire portfolio. clients must feel you’re offering something valuable not pushing something they don’t need. remember the upsell is only the bonus. excitement is an important part of selling. the real product is the main service you’re offering.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. your clients won’t be enthusiastic either. Be realistic in your expectations. if you’re not enthusiastic about the benefits of what you’re selling. those additional products and services should be desirable. Pushing too hard also runs the risk of losing what you have.
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