www.kadenar.com

“I have a great product, and I know exactly where it can be sold at this moment. But the only thing standing between me and seeing my product in national circulation is procrastination.” Have you heard this before?
By applying the same management techniques that are used by successful businesses, you can move your stock photography operation forward. Here are some self-management principles for the small business entrepreneur:

GET IT DONE. It’s easy to slip into the habit of narcoticizing yourself with the evening news or a sitcom. Change your habits. Buy a $4.95 quartz alarm to beep the same time every evening to remind you and others in your household that it’s “Marketing Time” — in others words, time to devote some specific time to getting your business off the ground.,br>DO ONE THING WELL. Creative people often do themselves in because they are talented in many areas — music, writing, painting, crafts, and so on. Choose one, and begin today to develop just one area of your creativity.
ASK AROUND. Don’t reinvent the wheel. There’s a goldmine waiting for you in the neighbor or friend or acquaintance who’s already been there. He knows the pitfalls, barriers, and obstacles, especially if he’s failed. Everyone loves to be an expert. Weigh their opinions against others’, and then come to a consensus. If you don’t want to consult a local competitor, phone someone in another like-sized city who is traveling the same highway.
ELIMINATE THE LOSERS. Take time to analyze what’s working for your business and what’s not. Parts of your business are moneymakers, others are not. Don’t let sentiment or the tired phrase, “We’ve always done it this way,” drag you down.
LOOK LIKE A PRO. Too many entrepreneurs feel that because their product is good, it should sell. Not so. A “better mousetrap” will not insure your product’s success. Employ packaging techniques. You don’t get a second chance at a first impression. If you want first class sales to your clients, give them first class treatment. Build a quality website. Invest in deluxe stationery, labels, and product packaging.

DO YOUR HOMEWORK. Jumping in with two feet and enthusiasm is fun and romantic, but unless you’ve checked to see if water is in the pool, you’re in for some disappointments. If your enthusiasm is still high after you’ve done your research, you’ve got a winner.
UNDERSTAND MARKETING. Your product will sell if you position yourself effectively. Super umbrellas won’t sell on a sunny day, but even poor ones will sell easily in the rain. Your success today will reflect not only your product’s worth to a customer, but your ability to find that customer’s need and fill it.
SPECIALIZE. In the last century, the keyword was ‘versatile’. In this century, the markets are too fragmented to be able to be all things to all markets. Choose your corner of the market and develop it. Become an important resource only to certain consumers.
BE BUDGET MINDED. You’ll see your product in national circulation if you have the cash flow available to pay the production, phone, office, and other bills. Don’t fall into the Madison Avenue trap of buying a new car, new clothes, new office equipment, over the counter drugs, high-calorie ‘goodies’, and other creature comforts that are supposed to make your life fulfilling. If you donate your cash to these dollar-gobblers, you have no cause to say, “The cost of getting into business on my own is too high.”
FAIL BUT DON’T QUIT. Are you afraid you are not going to make it? Fear of failing is one of the greatest deterrents to beginning entrepreneurs. That’s why not too many succeed; they never get up after they’ve been knocked down. Most successful people in any field have failed many times. The difference between you and them is that they never quit.
UNDERSTAND BRANDING. Develop a “style” about your stock photo business - and stick to it. That includes your actual photos right down to your stationery. Develop a logo and a simple “catch-phrase” you can use in your promotions and advertising.*
PLAY NOT WORK. There’s a saying, “The luckiest people sweat the most.” Yes, it’s going to require long hours. But don’t translate that to mean work. If you love what you’re doing, it’s all play. Choose your area of stock photography interest first by asking yourself, “What area do I love most?” Then do your research and find out if there’s a market for that area. If there is, it’ll be all play.
START TODAY. Most people spend their time preparing, rather than doing. “One for the money, two for the show, three to get ready, four to get ready, five to get ready…” Start today.

*Reference: The Brand Gap, Marty Neumeier, 15BN 0-321-31810-9; New Riders Press, ask@peachpit.com

- - - - - - - - - - - -

Rohn Engh is director of PhotoSource International and publisher of PhotoStockNotes. Pine Lake Farm, 1910 35th Road, Osceola, WI 54020 USA. 1 800 624 0266; Fax: 1 715 248 7394. http://www.photosource.com

Share This

Want To Improve your Photo Sales? Here Are Seven Marketing Mistakes To Avoid.

“Why Do I See Others Photos Published –
Yet Mine Are Better?”

My cousin in Texas told me she wanted to get into stock photography and hoped to start selling to magazine and book publishers. When I visited her a couple of years ago, she brought out an album of her outdoor and travel photography. “People have told me these pictures are as good as the ones they see published in magazines and books. What do you think ?”

“Before I look at the pictures, let me see your marketing methods,” I said.

“My what?”

If you are interested in seeing your credit line in national magazines and books, and you can produce excellent images, the following will be helpful to you.

We all know that trying to sell excellent umbrellas on a dry day is difficult. Even the inferior ones will sell during a downpour.

The engine that drives the selling process for stock photographers is fueled by effective marketing methods.

Over the years, I’ve looked at dozens of collections of superb photos gathering dust in a shoe box. One important element stood between those pictures being published and remaining in the shoe box: skillful marketing techniques.

I’ve noticed that the photographers who succeed at selling to the book and magazine industry are those that have developed a strategy for selling, which today we call, marketing.

We’ve heard of the photographer who hit the jackpot with the sale of one photo for use on a billboard or an advertising campaign. This is rare. Your best bet to break into the stock photo field is the book and magazine industry.

The photography budget for a medium-size publishing house is between $20,000 and $40,000 monthly. For a major publisher, it’s twice that amount. Stock photographers who are consistent at selling their photos have learned to identify certain markets that match their own areas of interest. Once they become a “regular” at the publishing house, they receive a steady stream of photo requests and assignments.

Want to improve your marketing methods? Here are seven marketing mistakes to avoid.

CREATE FIRST THEN FIND A MARKET
Number one is probably the most oft-repeated marketing mistake. Creative people tend to produce their product first and then attempt to find a market for it. This is a recipe for disaster. The Boulevard of Broken Dreams is strewn with bodies of creative people who never learned: “Find the market first, and then create for that market.”
Most entry level stock photographers fail because they go after the “photos that sell”, not necessarily the ones they love photographing.

SPECIALIZE
When you try to be all things to all people in the publishing world, the photobuyer’s reaction is: “No one can be that good!” Discover your photographic strength areas, and go for them. Most entry-level stock photographers go have the whole pie rather than the piece of the pie.
Become a specialist. don’t photograph everything you see. you’ll burn out. Stay within a “segment” and become an expert in your area(s) of interest. Learn to speak the language of your interest areas. You’ll become a valuable resource to a certain group of photobuyers out there. If wild horses can’t pull you away from your goals, you’ll succeed. You’ll fail or get bored if you aim for only those markets that ‘pay well’.

FOR SOUL NOT FOR SALE
Writer’s rarely publish their poetry and even rarer is getting paid for it. In the stock photography field, don’t expect your ‘artsy’ pictures to sell. Consider them your poetry. Ask yourself next time you’re taking (making) a picture, “Is this for sale or is it for soul?”
Spend Sundays to take pictures that feed your soul, take the marketable pictures during the week to feed the family.

PASSING THROUGH
Give the appearance that you are a ‘permanent’ resident. Most creative people have a tendency to change their address once every five or six years. Photobuyers have a tendency to shy away from the vagabond, the wanderers, no matter how talented they might be. Buying photos is a business and they want you to be businesslike in their dealings with you, and that means being ‘reachable’ five days before deadline. Get an e-mail address and stick with it.

LOOKING LIKE A BEGINNER
If you appear to be ‘just starting out’ photobuyers will pass you on by. They don’t have the time to hold your hand or “train” you. They’d rather spend their time with someone who is “hassle-free”. You should give the appearance of looking like a pro. Build a quality website. Correspond on quality stationery, labels, and envelopes. The photobuyer will put you on her/his “white list.”
Don’t use the Internet to send a catalog of your pictures to a prospective editor. Instead, ask for permission first.

TECHNICAL FAILINGS
The automatic controls on digital cameras today make it nearly impossible not to get a technically good photo. Photobuyers expect technical excellence from you. No matter how excellent your image may be, if it does not meet the reproduction quality for the publishing industry, you’ll fail.

A 1D meg picture may be resolution enough for magazine and book markets, however, a 50 meg image is often the minimum requirement of many of your markets. Use this as a guideline when buying your next camera.

HOMEWORKLESS
Do your homework. Know what your strengths are, and then begin photographing in the areas that you love best, where you ’speak the language’ of the photobuyer. Do your homework on the web or at the reference library. You’ll find scores of powerful directories awaiting you, plus photobuyers who, at this moment, are searching for your talent and know-how. They will recognize your mini-expertise that matches the special interest of their magazine or publishing house audience.

ROHN ENGH published a book back in 1981 called, “Sell & ReSell your Photos. (Writer’s Digest Books. It’s now in its fifth printing and has become a bible for photographers just entering the field of stock photography. Rohn also publishes photo needs of national publications in three market letters ranging from a monthly to a daily. He can be reached at Pine Lake Far, PhotoSource International, Osceola WI 54020. (715) 248-3800.

Share This