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istock © Anna Bryukhanova. page 22 and 36 istock © Jaap Hart. page v. istock © Quavondo Nguyen. All rights reserved. eVen If You folloW tHe ADVIce GIVen In tHIS eBooK. page iii. MAY Suffer loSSeS. istock © iain Sarjeant. Due to MAnY VArIABle rISKS. page vi. reprinting. page 43. page 15. tHe ProDuctS AnD SerVIceS DeScrIBeD In tHIS eBooK Are for eDucAtIonAl AnD InforMAtIonAl PurPoSeS onlY. or republishing. istock © igor Balasanov. there is no warranty as to the accuracy of the material contained herein and it may not be relied Photo credits: cover. page 29. istock © wibs24. istock © Andrea Gingerich.com upon for any purpose. – + full Screen contentS PreviouS neXt . You MAY not MAKe AnY MoneY AnD InDeeD. istock © Andrew ross. Page ii. AnY eXAMPleS AnD ADVIce GIVen In tHIS eBooK SHoulD not to Be conStrueD to GuArAntY econoMIc SucceSS. is permitted. page iv. no reproduction.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. in whole or in part. istock © Jennifer trenchard. Book design: designForBooks. You MuSt MAKe Your oWn InDePenDent JuDGMent AS to tHe VIABIlItY of AnY BuSIneSS trAnSActIon. istock © dori Oconnell. reselling.
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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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But selling art online usually means doing the marketing yourself.com and Zazzle. the internet is open to all. the prices are also often lower than those of galleries.SeLLiNG PHOtOGrAPHic Art 1. sales tend to be rare unless the picture is truly unique.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. 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 .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. . . You’ll have to bring in the buyers yourself. Services such as Blurb let photographers create photographic art books and sell them online for a profit. 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. the sites won’t market the products for you. but in practice.
SeLLiNG PHOtOGrAPHic Art 1. including photographers. the fees can range from around $30 to three and even four figures. Art fairs are often a good stepping stone towards exhibiting in galleries. Art fairs usually charge for space. Actual figures though will vary from fair to fair. are able to exhibit and sell their works. different fairs bring different buyers. PreviouS neXt .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. Some art fairs are juried and award prizes. 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. 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. Average sales figures though may typically be in the low thousands. images should be matted and covered so that they aren’t damaged by browsers. Acceptance to these sorts of fairs carries a certain amount of prestige.
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. that could be a café or a restaurant but it could also be a garage or a friend’s living room. cafes. Be sure to invite decision-makers such as gallery-owners. the first thing you’ll need is a venue. critics and public officials.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. 7 – + full Screen contentS PreviouS neXt . curators.SeLLiNG PHOtOGrAPHic Art 1. You don’t have to make any pitches. 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. 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. Place flyers in art stores. prepare a resume or write an artist’s statement. museums and theaters. the advantage is that you’re in control. the downside is that you have to do all of the work from finding a venue to printing the images to bringing in visitors.
2 Making Money From Flickr 8 – + full Screen contentS PreviouS neXt .
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. Stock companies offer similar images. 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. Geotagging can be as simple as dragging your photo onto a map. 9 – + full Screen contentS PreviouS neXt . the number and range of the images online however attracts buyers and users. u n i q u e i M ag e S Flickr’s appeal to buyers is its range.MAkiNG MONeY FrOM FLickr 2. especially for use on blogs. f r e e i M ag e S Most users are looking for free. it can pay to give away some free images. Flickr offers hard-to-find niche photos. creative commons-licensed images.
. keep the images you post to a group relevant (no one likes a spammer). Make your comments valuable—“nice capture” doesn’t bring nice results. . there are a number of different tools available to help with networking. . co M M e n t S comments bring photographers back to the commenter’s images. . or even help with the administration of an established group. grouPS Groups can be very useful places to meet other photographers in your niche . take part in discussions to raise the power of your comments. and sales too. .MAkiNG MONeY FrOM FLickr 2. . 10 – + full Screen contentS PreviouS neXt .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.
it’s also a valuable way to generate plenty of views. views and group membership. Photos must have at least two faves to qualify for the explore page. faV e S a n d V i e W S Faved images are worth more than comments and comments are worth more than views.MAkiNG MONeY FrOM FLickr 2. 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. faves. images must include eXiF data. images are chosen for display on the explore page according to an algorithm that takes into account comments. co M M e n t S .” 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.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. be public and “safe. 11 – + full Screen contentS PreviouS neXt .
. runningagrouP creating your own group takes effort . .flickr. 12 – + full Screen contentS PreviouS neXt . learningfroMgrouPS Groups such as Strobist (http://www.com/groups/afterclass/) set challenges that expand skills and provide new challenges. 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.com/groups/procorner/) give valuable. providing a place for photographers to network.flickr. exchange ideas and look at each other’s images.4 th e Powe r o f Flick r Groups Groups are the heart of Flickr.MAkiNG MONeY FrOM FLickr 2. there are groups for just about every topic—and anyone can set up a new group.com/groups/strobist/) and Pro corner (http://www. professional advice.flickr. but it shows buyers that you’re an expert in your field.
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. 13 combining different creative commons licenses can give you greater control over the use of your 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. 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 . A “No derivative Works” license prevents works being created that are based on your original.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.
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. 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.MAkiNG MONeY FrOM FLickr 2. Only sell images to which you own all the rights! 14 – + full Screen contentS PreviouS neXt . 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. Prices of images can vary according to use as well as buyer and image. use the bio to direct buyers to your commercial portfolio.
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. 16 – + full Screen contentS PreviouS neXt .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. those strengths could be access to a niche market. 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. common examples include joint ventures between photographers and event halls or videographers. use of a set of specialized skills and even economies of scale and greater competitiveness.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3.
Joint ventures can help a photographic artist to stand out from the crowd. You get sales. M u t ua l r e f e r r a l S Many photographic artists refer buyers to each other. 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. 17 – + full Screen contentS PreviouS neXt .2 S e l l i n g A r t t hrough J oint Ventures Photographic art is always difficult to sell—the market is small and crowded.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. WinningexhibitionS Showing work in a gallery is a form of joint venture—it’s just a very hard one to land. show his/ her work and make sales. each business is aiming a different product at the same market. 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.
18 – + full Screen contentS PreviouS neXt . that’s a joint venture waiting to happen. PutabuSineSSonflickr Photographers know Flickr. talk to local businesses about putting pictures of their products on the photo-sharing site. 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. Link the images back to the store’s website and take a share of the sale as an affiliate.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. there are some novel approaches you can take too. usually. Joinaband Find a local rising group and sign an exclusive agreement to make band photos and t-shirts to sell for a royalty. businesses don’t. the school gets a cut but the photographer always does well out of a big deal too.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3.
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. Providing images for campaigning groups and non-profits helps photographers to display their photos and serve a good cause. business or anything else. those campaigns need images—and will give you exposure in return. choose a campaign you genuinely believe in. Many of the rewards will come from networking and few will come immediately. You’ll want to enjoy yourself in the meantime.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. 19 – + full Screen contentS PreviouS neXt . charitieS charities are just as good as campaigning groups when you’re looking for a distribution partner. whether they’re environmental. Sometimes a joint venture can be intended to raise a photographer’s profile and show off their work.4 Self-Promotion through Selfless campaigning Not every joint venture may have the goal of generating sales.
sharing the income from a job. it's a bit like having a private photography agent. graPhicdeSignerS camera skills and Photoshop skills go hand-in-hand. Or track down a wordsmith and collaborate on a photo-based story book. You can find good partners at Pixish. You supply the photos.com. the designers adds some graphic magic—and you split the revenues. Find an artist and supply the images. it’s proved a first step towards producing their own books. 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.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. For some photographers.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. 20 – + full Screen contentS PreviouS neXt . MarketingexPertS Photographers have managed to team up with sales professionals.
Nothing ruins a reputation faster than promoting poor quality products or services.FiNdiNG JOiNt VeNture OPPOrtuNitieS 3. and above all. 21 – + full Screen contentS PreviouS neXt . the partner. they’re good places to understand the dynamics of a partnership. understand exactly what you want from the joint venture.) keep track of the results. (A photographer is unlikely to strike a deal with Walmart but might have a good chance with a local framer. and the pitching should be relatively easy. Only choose partners you genuinely believe in. 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. it should work again for a special offer or new image range. if a promotion works once. and what the partner can provide for you. the customer. the most successful joint ventures tend to be those between professionals of equal size.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.
4 Selling Photographic Licenses 22 – + full Screen contentS PreviouS neXt .
that means no one can use any of your images—or sell them—without first receiving your authorization. unless stated otherwise. Buyers may also purchase the rights to create a derivative work. – + full Screen contentS PreviouS neXt . An image license grants the user specific rights to use a particular image for a particular purpose. a set number of times or for a defined use. the scope of those rights—and their prices—can vary widely. rights may be exclusive and limited in time. the buyer cannot resell the image or claim it as his own.1 W h a t i s i m a ge Licensing? You automatically own all the rights to every work of art your produce. 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.SeLLiNG PHOtOGrAPHic LiceNSeS 4.
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. the most common type of cc license restricts usage to non-commercial purposes and demands credit. may limit usage in a number of different ways. that makes it an attractive magnet for image users looking for free photographs. others claim that they devalue the market for images. they can serve a use for photographers too.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. Once an image has been awarded a cc license. Although cc licenses may affect sales of images. – + full Screen contentS PreviouS neXt . it may be used by anyone free of charge.SeLLiNG PHOtOGrAPHic LiceNSeS 4. 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. combining different kinds of cc licenses however.
SeLLiNG PHOtOGrAPHic LiceNSeS 4.3 r i g h t s M a n a ged and r oyalt y-Free Licenses in general. rM licenses are usually sold by traditional stock companies. 25 – + full Screen contentS PreviouS neXt .f r e e l i c e n S e S royalty-Free (rF) licenses let the buyer pay a one-time fee and use the image for multiple purposes an unlimited number of times. 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. image licenses are sold either as rights Managed or royalty-Free. rM allows photographers to control use of their works. r oya lt y . 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. those uses rarely include reselling. rF images tend to be found on microstock sites. 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. 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. but the photographer must tell the buyer that the releases are missing. s/he must make sure they have all the appropriate releases. if an image is published without a model release. not the photographer—but the publisher must be informed. PreviouS neXt .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.SeLLiNG PHOtOGrAPHic LiceNSeS 4. but may not own the rights to everything the image shows. Before a photographer can sell an image. Model releases are not necessary for news articles.
Although it’s impossible to completely prevent image theft online.5 Pre ve n t i n g thef t Making images available for licensing also makes them available for stealing. image theft occurs when a user takes the image without requesting a license and without paying. photographers can take steps to reduce the chances that their images will be stolen anti-theftdeViceS keeping your images small ensures that their use will be limited. such as Attributor. help photographers track down stolen images and demand payment. Watermarks are easy to add to an image.SeLLiNG PHOtOGrAPHic LiceNSeS 4.com and PicScout. Many thieves don't understand they're doing anything wrong. and while they can be removed.com. PreviouS neXt . they can put off casual image thieves. Sometimes just a formal notice that your photographs are copyrighted—and available for a fee—may be enough to turn a thief into a customer. 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.
these companies charge more money and primarily sell rM licenses but are hard to break into.SeLLiNG PHOtOGrAPHic LiceNSeS 4. doing the marketing and negotiating themselves. 28 – + full Screen contentS PreviouS neXt .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. they allow photographers to continue making money from their pictures long after they were taken. 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. M i c r o a n d M i d . 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. they can even make good pension plans! But starting to sell them hasn’t always been easy. 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.
5 Making Money from Microstock 29 – + full Screen contentS PreviouS neXt .
Anyone can contribute but reviewers reject images that fail to meet technical standards or which are not sufficiently commercial. People photos must have model releases. i M ag e S W i t h P e o P l e images with people are always popular.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. Friends and family can make good models. handshakes and plenty of people in suits.MAkiNG MONeY FrOM MicrOStOck 5. 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. categories on microstock sites range from “Action” to “Zen-like. images available tend to consist of meetings. 30 – + full Screen contentS PreviouS neXt .
those benefits don’t always outweigh the costs of restricting sales to one marketing channel. increasing the profile of their photographers. increased advertising.2 e xc l u s i v i t y Microstock sites offer benefits to photographers who submit their pictures on an exclusive basis. these can be as much as double the non-exclusive rate. exclusivity tends to provide a high sales commission. Preferential marketing. 31 – + full Screen contentS PreviouS neXt . d i S a d Va n tag e S Most photographers find that selling the same images through different sites pays more overall. Some microstock sites may give preferential treatment to exclusive photographers in search results. a d Va n tag e S Higher commissions.MAkiNG MONeY FrOM MicrOStOck 5. Microstock sites tend to use sample images from their exclusive photographers in their marketing.
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 5.3 ch o o s i n g a Site For non-exclusive photographers the only limit to offering images is the time spent uploading. in practice. 32 – + full Screen contentS PreviouS neXt . photographers often submit to several sites at the same time. co M M i S S i o n r at e S different sites offer different rates of commission. 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. the uploading can also be time-consuming and difficult depending on the site.
33 – + full Screen contentS PreviouS neXt . different sites offer different tools to make keywording easier (for example by providing synonyms. cross-check with other similar images already available. Microstock photographer Yuri Arcurs offers a free keywording tool at http://arcurs. for a fee.4 k e y wo rd i n g and tagging tags enable buyers to search for images by keywords. Sites may also demand descriptions. Be sure to include location as well as subject and colors.) tags and keywords are usually checked during the approval process. S h o r tc u t S keep a record of the terms used for each type of picture.MAkiNG MONeY FrOM MicrOStOck 5. ProceSS Begin by listing terms related to your topic. that will save you starting from scratch each time. these are particularly important for scientific stock. Professional software such as imagekeyworder and keywordcompiler can do the work for you. com/keywording. the keywording process can be time-consuming.
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. placement is crucial. Ads placed above the fold—visible on the screen before the buyer scrolls—tend to perform the best. commissions range from zero for photographers (iStock) to 50% of the sales prices for six months for buyers (crestock). Advertise sites you genuinely believe in.MAkiNG MONeY FrOM MicrOStOck 5. don’t limit your referral links to your blog. Active recommendations will always help to encourage extra clicks.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. Your buyers’ trust is always your most valuable asset. the Flickr bio is a great place to find photographers. One effective strategy is often to send photographers to one site and buyers to another. – + full Screen contentS PreviouS neXt .
PreviouS neXt 35 – + full Screen contentS .MAkiNG MONeY FrOM MicrOStOck 5. uploading hundreds and even thousands of images a month. f o l lo W t h e S tat S Look beyond the commission rate to include the sell-through rate. a low-paying site can deliver more money per image on average by selling more overall. d o t h e M a r k e t i n g Linking directly to your portfolio from your own website and Flickr stream can give you both sales and referrals. W o r k r at e Some microstock sites use algorithms that return image search results based on popularity and date. the sell-through rate is the percentage of images in a portfolio that have sold at least once. it indicates the effectiveness of a site—and a portfolio.6 ti p s fo r S u c c ess Microstock sites do the marketing so that you don’t have to. top microstock photographer work full-time. Sometimes. But there are things you can do that increase your sales.
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. upload many images frequently—top microstock photographers have portfolios of thousands of images. Microstock accepts a broad range of subjects. Shutterstock and dreamstime are among the leaders. k e yS to S u cc e S S : Spread your images across multiple sites—exclusivity provides better rates but most photographers find it brings fewer sales. 37 – + full Screen contentS PreviouS neXt . 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). Meet the site’s technical requirements and shoot photos that sell—stock is commercial.) Browse images to see what sells. 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. upload your images and wait for approval.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6.
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. creative commons (cc) licenses can be added to let publishers use images for free. faves. Join groups and make comments to build your network.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. especially when it links to your website. Good tagging is vital to turn up in search results. the site is often used by buyers looking for rare images. g e t t i n g S ta r t e d : registration is free but pro membership is just $24. 38 – + full Screen contentS PreviouS neXt . Follow your stats to see what viewers want and where they’re from. the bio page can be a very useful marketing page. comments and a high profile.95 and provides valuable stats. Flickr’s groups can be great places to swap information.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6.
craft sites and even cafes and restaurants.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. choose the retail outlet that suits you best. . Websites like etsy. but sales can be hard to find.3 M a k i n g M o n e y from Ar t Photograp hy Sales outlets for art photography include: art fairs. 39 – + full Screen contentS PreviouS neXt . try starting with a local art fair to build a name and customer base. do the marketing and enjoy the experience! k e yS to S u cc e S S : there are many different ways to sell art but it will always be a hard sell so choose your retail stream carefully.com can be an easy way to make your first art sales. . galleries. Sales prices can be high . websites. trying to predict the art marketing is rarely rewarding and always self-defeating. g e t t i n g S ta r t e d : First. shoot what you want. Galleries are the most prestigious and offer career help too but are difficult to break into. if you can find a venue—cafes work!—you can organize your own exhibition.
g e t t i n g S ta r t e d : First. traditional publishing is the most prestigious. Shoot the images you want rather than commercial photos for clients.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. You have to make the sales.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. Organize your images carefully—even a photography book has to tell a story. but very difficult to break into. Market the book hard. 40 – + full Screen contentS PreviouS neXt . Build the marketing channels that will bring buyers to your Blurb store. choose how you want to publish your photography book. 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. Sign up to a print-on-demand company like Blurb.
so are the expenses. event photography is very competitive and although the prices are high. create different packages for different budgets and upsell albums and prints to increase income. 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. Word-of-mouth always brings the best clients for the lowest cost. Make sure you have all the equipment you need. including post-production. 41 – + full Screen contentS PreviouS neXt . Offering to assist an established photographer can help to build experience and contacts. Wedding photojournalism provides a new creative alternative to standard formals. requires some on-the-job training and experience. g e t t i n g S ta r t e d : Many event photographers start by shooting for friends. encourage referrals.5 M a k i n g M o n e y from event Photogr aphy A standard way for professionals to earn revenue.
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.MAkiNG MONeY FrOM YOur PHOtOGrAPHY HOBBY 6. . When you have the images. but don’t expect instant results either. . . with shrinking opportunities. 42 – + full Screen contentS PreviouS neXt . . don’t be afraid to cold-call . . and also one of the most competitive. Make your images available on sites like Flickr—semi-pros have sold news images this way. . A client who buys once may well buy again and again. 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.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 .
7 upselling event Photography 43 – + full Screen contentS PreviouS neXt .
44 – + full Screen contentS PreviouS neXt . exaMPleofuPSelling A customer hires a photographer to shoot a wedding and ends up ordering two additional wedding albums and extra-large prints. cross-selling is similar to upselling but encourages a buyer to purchase other (often unrelated) products. get one free! time limited special offers given at point of sale.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.uPSeLLiNG eVeNt PHOtOGrAPHY 7. exaMPleofcroSS-Selling A customer hires a photographer to shoot a wedding and ends up ordering videography as well. Flyers delivered with the product promoting additional items.
different size prints as well as the length of time the shoot lasts. M o V i n g t h e c l i e n t S u P a l e V e l One time to start upselling is at the first meeting. 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. negatives or raw disc. parent albums. 45 – + full Screen contentS PreviouS neXt . those packages provide an important opportunity for upselling. post-production work. 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. Look for items you can include at little extra cost to be more competitive but be careful not to undersell. extra prints. emphasizing the additional elements in larger packages may be enough to complete the upsell.uPSeLLiNG eVeNt PHOtOGrAPHY 7. it’s possible to upsell an entire package or add elements a la carte from more expensive packages.
different types of photo albums can be marketed as gifts for specific recipients such as parents and siblings. a l b u M S Printed photo albums can come in a range of different styles and with different ornamentation.uPSeLLiNG eVeNt PHOtOGrAPHY 7. 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. they can include edited or unedited images. the Flickr stream ensures you receive credit. cdS compact discs filled with images are an easy product to upsell. 46 – + full Screen contentS PreviouS neXt . delivery after the event is another good time to offer additional items. WebSiteS One service to upsell is a photograph website or Flickr stream.
Asking them if anyone else would be interested in viewing the images can create an opportunity to upsell albums. a S P e c t S o f t h e d ay “What’s the plan for the day?” expand the shoot from the ceremony and formals to include make-up and preparation. for example.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. 47 – + full Screen contentS PreviouS neXt .uPSeLLiNG eVeNt PHOtOGrAPHY 7. they may not realize the value of additional albums. it’s vital to extract as much information from the customer as possible. that information is gathered through conversation and careful listening. Wedding photography customers. to upsell then. reciPientS “Who do you think would like to view the images?” Wedding couples may consider themselves the only beneficiaries of the shoot. will know they want the ceremony photographed. “do you have friends or relatives far away?” distant acquaintances can land you website creation.
Make sure your contact details are on the back and you’ll be the first choice when they marry. and even—at a stretch—referrals. You know the wedding date so send the couple anniversary cards and stay in the running for the maternity photos.uPSeLLiNG eVeNt PHOtOGrAPHY 7. tell the couple that you’re prepared to offer a 10 percent discount if one of their friends hires you. Be bold. 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. 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.5 Wi n n i n g co n tinuous Business upselling is really all about selling additional items to the same client. 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. But it may also include future sales.
uPSeLLiNG eVeNt PHOtOGrAPHY 7. clients must feel you’re offering something valuable not pushing something they don’t need. remember the upsell is only the bonus. those additional products and services should be desirable.6 Pr i n c i p l e s fo r Successful u pselling upselling requires flexibility. not your entire portfolio. Pushing too hard also runs the risk of losing what you have. if you’re not enthusiastic about the benefits of what you’re selling. excitement is an important part of selling. your clients won’t be enthusiastic either. 49 – + full Screen contentS PreviouS neXt . Successful upselling might involve just one or two extra items. if you have to work too hard for the sale you’re unlikely to get it. You’ll need a budget package and a range of other services and products you can add for an extra fee. 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. the real product is the main service you’re offering. Be realistic in your expectations.
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