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Quick Start Photo Guide
Quick Start Photo Guide
By Rich Wagner
American Writers & Artists, Inc
Copyright 2007 by American Writers & Artists Inc. All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the publisher.
Published by: American Writers & Artists Inc. 245 NE 4th Ave., Ste. 102 Delray Beach, FL 33483 For more information: www.thephotographerslife.com 2
Table of Contents
Introduction Chapter 1 What You Need and Dont Need to Be a Photographer Chapter 2 How Do I Begin? Chapter 3 Seven Steps to Being a Successful Photographer Chapter 4 Taking a Good Shot Chapter 5 What to Photograph Locally and Where to Show Your Work Chapter 6 Organizing and Presenting Your Portfolio Chapter 7 Model Releases When You Need Them Chapter 8 Steps to Getting Started in Four Local Markets Appendix A: Six Markets for Turning Your Photos into a Goldmine 4 5 8 12 16 18 20 22 23 26
Introduction
by Rich Wagner Years ago, I would have laughed if you told me you were going to take a single course in photography and learn enough to quit your day job and make a full-time living selling photos. Today, I still think you need more practice and time than a single book or program can offer, but I no longer baulk at the idea of a complete novice selling his/her photos before he/she even nishes one of our programs. Ive been leading AWAIs photo workshops for over three years, and I now believe anythings possible. My favorite Paris photograph was taken by an attendee with a simple point-and-shoot camera she likely bought at Wal-Mart the day before she left for the workshop. And several attendees have gone on to sell their photos for nearly double the price I claim on my own (and Ive been doing this for 18 years). My point is: Its easier now than ever before to break into this business. Whether you have modest equipment and little experience or youre an experienced photographer just looking for a resource to help you sell more photographs, youve come to the right place. This step-by-step guide will help you get your feet off the ground. Then, hopefully, youll move on to AWAIs Turn Your Pictures into Cash program, where youll nd additional, comprehensive instruction, and perhaps participate in one of AWAIs live workshops. There youll get a chance to put what you learn into practice with feedback from me or another professional photographer. But rst things rst... Get started on the right track by taking some time to read the pages before you. And remember when youre done reading this guide, you should consider submitting your photos to AWAIs $2,000 Photo Challenge. Youll nd details at: www.thephotographerslife.com. Its a great way to test your new skills and earn cool prizes.
you will need a camera to be a photographer and that unless you already own a lm camera and you're not in the market for a new camera at this time, you'll want to buy digital.
that the local kids frequent in the summer. You could capture any number of one-of-a-kind saleable shots in that location. But if you don't explore, you'll never know what you're missing. It may be your career-launching photograph.
Never buy a camera that you haven't held in your hand. A camera that you won't use is useless. It has to feel comfortable in your hand, and it has to be light enough that you'll carry it with you. So what should you look for in a camera? Well, the best way I can think of to point you in the right direction is to describe what I use...
If you have big ngers, consider the size of the buttons when you choose a camera. If you have other equipment like a PDA, printer or laptop that supports a certain type of memory card over others, look for cameras that use that type of memory card. If you travel a lot and want something you can put in your pocket, look at the smaller models. I suggest you go to a store rather than ordering online because I think you need to hold the camera in your hand and ip through all the screens to see if you like it before you buy it. SLR. In the past Ive used Canon and Olympus. But now, I shoot with a Nikon. All are considered professional grade, which means they are ruggedly built and have a fair amount of water resistance. I've shot with each of them in the rain, sleet and snow and never had a problem. While the heavier SLRs produce great quality digital les (and I've enlarged many shots to 30"x40"), they are very heavy and not much fun to lug around. Moreover, it is very hard to get a candid shot with one. If I put my telephoto lenses on, I look like the pros you see wandering the sidelines at sporting events. For candid photography and my usual street shooting, I use a Leica digital rangender camera. It looks like something from 1950 and takes photos equal to or better than the SLRs. But no zoom lenses, and no autofocus. I want to emphasize again how important it is to physically handle multiple cameras before you buy. It isn't enough to Google all the reviews and make your decision on the internet based on statistics. A camera is like a pair of jeans. You've got to try them on before you buy and make sure they t. The camera needs to feel comfortable in your hand, and the buttons need to be easy to push with your ngers. When you go to the store, heres a list of things you should look for... Point-and-Shoot Cameras 1) Is it small enough for you? Do you want to carry it in your shirt pocket or in a separate bag? 2) What kind of memory card does it use? Do you have anything else that uses a certain type of memory card or reads a certain type of memory card that will help you determine which camera brand you choose? 3) Is the LCD screen on the back large enough for you? If youre nearsighted, you might want a larger LCD screen. 4) Do you have large ngers? Are the buttons large enough to maneuver? 5) Do you plan to sell your photos or simply look at them on your computer and email them to family and friends? (Remember, if you want to sell your photographs, you need a point-and-shoot with at least ve megapixels.) 6) Does the camera have the ability to change the following settings: white balance, ISO, and exposure? 7) What kind of zoom lens does it have? Ignore the digital zoom numbers and look only at optical zoom. SLR 1) What size is the image sensor? (The larger the better.) 2) If you already have a lm camera with lenses, you might want to stick with the same camera brand. Either that or buy all new lenses.
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3) Is the LCD screen large enough? 4) Are the camera settings you use most often on the camera body itself or do you have to search through a bunch of menu screens to change them? 5) Is the body durable and weatherproof? 6) Does the weight of the camera suit your lifestyle? (Travel photographers might not want a heavy camera to lug around all day.)
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How would this look at a different time of day? How would it look in a different season? What if I were higher up looking down... how would that change the image? What if I were looking up at my subject? What splashes of color can I incorporate? How would things change if there were people in the frame? Or if there weren't?
Think about what is around you. What would you pick as the subject of a photo? How would you place the subject within your composition? How would you frame the shot? By asking yourself these questions, even when you are not taking pictures, you'll begin to hone your creative eye. I also recommend that you keep a little notebook with you, so you can jot down ideas, especially for those shots you'd like to get at a different time of day or during a different season.
light. What a beautiful photo opportunity! But she froze. She didn't want to take the picture because she was worried about disturbing them, worried about what they might think, worried about being rude. When talking with her I acknowledged that these were all perhaps legitimate concerns, but that she should have tried to nd a way to take a shot that was still respectful. The problem was she immediately judged that the shot wouldn't work. We all do this at one time or another. And you have to learn to put your inner critic on hold whenever you are holding the camera. The worst that can happen is that a shot won't work or that people will ask you not to photograph them. Be polite. Be respectful. But don't decide a shot won't work until you've tried taking it. In any creative craft, your inner critic has to learn to wait his turn... otherwise he will hamstring your progress. So whenever you go out shooting, leave your critic at home.
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To become a successful photographer takes practice. Make mistakes. Look at them. Learn from them. Then try something new. Repeat this process over and over again, and you will begin to see that more and more of your photos become saleable.
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Are you imagining it? Good. Then you can see in your mind's eye the four points of intersection that these lines create. These points are the best positions for your subject. You should also place the horizon along either the top or bottom third of the photo. This one step will take your photos from mundane to intriguing and put you on the path to saleable images.
Diagonal Lines
Including Diagonal Lines in your composition is a good way to draw the viewer's eye into the photograph, and it adds interest as well. You can turn any straight line into a Diagonal Line just by changing your angle a little bit. Streets, sidewalks, stairway railings, rows of crops... they all present the opportunity to add a Diagonal Line to your photographs.
S Curves
S Curves are another element that adds immediate interest to a photograph and draws the eye in. Where you'll often nd Diagonal Lines in manmade structures, you're more likely to nd S Curves in nature. Rivers and streams often wind in a way that creates an S Curve. Canyon lines can be s-shaped. So can the lines along the tops of sand dunes. You can nd manmade S Curves, too. Look for highways that arch and pathways that snake instead of going straight.
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Many shots will need some Photoshop work. I nd most of the touchups I do involve removing power lines and street signs in front of hundred-year-old churches. You get the idea. Its not difcult to do using the stamp tool in Photoshop Elements. It takes a bit of time, but it makes the difference between saleable and not. Remember, these photos need to look like ne art. Pay attention to lighting, shadows, attractive skies, etc. I confess to having a few shots that took two years to get right. But once you have it, its worth the wait. People recognize beauty.
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Presentation
Before you can display or sell your work, it must be professionally presented. The rst rule is all photos must be matted. The smallest photograph Id suggest selling is 8"x12". Add a 3" mat, and you have a 14"x18" overall size. I always use a white or black mat (the latter often on black and white shots). The matted photos are then backed with foam core and put in a clear plastic bag. (Try www.clearbags.com. This company has a great selection of high quality bags in many sizes.) Id suggest making several larger images part of your presentation. A few of your favorites blown up to 12"x18" plus a 3" mat brings the size up to 18"x24"impressive. I have several shots that are 30"x44" overall. The larger the photograph, the more impressive. It separates you from the amateurs. Ive sold thousands of dollars worth of these larger photographs for local ofce buildings. The scale of such rooms demands bigger art. You probably dont have a setup that will allow you to do this matting and printing on your own. Ive used an online shop to print, mat and supply the frame for digital photos www.americanframe.com. I have no connection with the shop, but Ive found their print quality to be rst rate. The companys mat and frame prices are very reasonable as well, and they use high quality inks that will last a lifetime or more. You can also explore a local picture framer and see how their pricing compares. The framer may also be interested in giving you a show or display space. I recommend that you sign the mat, in pencil, in the lower right-hand corner. Also, give your images titles. One of my best-selling photographs is of a local farm. It's a eld of sunowers just before a storm. The sky is
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stormy looking, and all the sunowers have opped overexcept one. It's standing up straight and tall. I titled the picture "The Optimist", and I know that the title is at least half the reason the picture sells as well as it does.
Selling
Youd be amazed how many people want pictures of their town. There is a huge market for people who are leaving. Their friends love to give them something that will remind them of their old community. Ive already mentioned ofce buildings, but Ive also sold many pieces to medical ofces and real estate ofces as well. Local art shows are a great vehicle for getting exposure. Follow up by visiting local gift shops, art galleries, Chambers of Commerce and any retail business that has a local following. Theres no reason a local clothing store couldnt have a display of your work. The idea is to give people a place to go when they are looking for a gift or for dcor for their own home.
Pricing
You want to make a prot. Be sure you consider all your costs when establishing a retail price. You should make at least twice your total cost of materials, and Id shoot for three times that amount. Remember, youll likely be the only one doing this. There is no competition! If people like what they see, they cant shop around or go online to nd a cheaper price. Youre selling your creativity and real art here. Act like it. If you decide to wholesale to a retail gift shop, the store will want to double its cost as a selling price. If you are charging $40 for a matted print to your customers, the gift shop will only want to pay you $20 so it has the same retail as you. It wont work if your cost of materials is $20. Contrary to the popular saying, you wont be able to make it up on volume. Take this into consideration when establishing your prices. Some shops will take your work only on a consignment basis. Thats okay. Under those circumstances you should expect to keep 65-70% of the retail price. Settle up monthly with the gallery. Make sure it does a decent job of presenting your work. Dont leave your art sitting in an unproductive location. If youre not generating enough business to make it worthwhile, explain that you appreciate the opportunity but the shop may not be the right t for your art.
Extras
Use your own creativity to gure out other ways to market your photography. Ive made note card sets of local scenes, done postcards for the local visitors bureau, sold the rights to four shots for a local businesss website, been hired to take annual report photos and sold photos to travel magazines writing articles on local sights. You dont know where it all will lead. The idea is to get the exposure.
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Fine Art
These kinds of photos have been the focus of this Quick-Start Guide. They are photos that you can enlarge, mat, frame and sell as art. Step One: Build your portfolio. Take photographs of at least 30 local scenes. Take them at different times of the day and at different times of the year. Once you have 30 saleable shots, move on to step two. Step Two: Prepare your portfolio for presentation according to the instructions in Chapter 6. Step Three: Find places to show and sell your photographs. Libraries, local art shows, local galleries they all present the opportunity to get your art in front of buyers.
Travel Photos
These kinds of photos give a sense of place. They are great for illustrating articles about your hometown. They almost always include people. Step One: Get familiar with your local and regional publications. Look at the kinds of photos they run. Find out who the editor of photography or the managing editor is. Step Two: Make contact. Either send a query with photo samples to the editor or go in and meet him/her personally. Take your portfolio to show. Step Three: Regularly pitch photo ideas, make submissions and solicit assignments. Don't be a pest. Just maintain a level of regular, professional contact.
Commercial Photography
These are photos that companies use in their advertising, annual reports and websites. Sometimes they are images of the people who work for the company; other times they are product shots. Step One: Make contact with marketing directors or owners from local businesses. Let them know about your services offer on-location photography services. It adds value to what you do and means you don't need to use a studio. 23
Step Two: Consider local advertising either in the Yellow Pages or the local newspaper. Step Three: Deliver great photography on each and every project and watch your client base grow. Step Four: Stock photography. Many online stock agencies will accept submissions from rst time photographers. Check out iStock.com, for example. Youll see a complete explanation of their guidelines and directions on how to submit your work.
Portrait Photography
These are images of people during the special moments of their lives birthdays, holidays, weddings and sporting events. Step One: Decide if you will work on location or have a studio in your home or ofce. Step Two: Advertise in the Yellow Pages and the local newspaper. Step Three: Network with wedding planners, high school yearbook editors and local Mom's groups. Step Four: Deliver a high-quality service, and your clients will recommend you to others and come back to you again.
Bonus: Boost Your Income with a Package Deal Article and Photos
Well, we're almost done. You know everything you need to know to start taking great ne art photographs and to start selling them. But I'm going to give you one more moneymaking idea. This is especially for those of you who want to sell your photos to publications rather than in galleries. You can double (or better) your income by offering a package deal... an article plus photos. You've already done half the research you need to do if you've been looking through local publications like newspapers and regional magazines to see what kinds of photos they use. You can do just a little more research to get a feel for the kinds of articles they publish, then start developing article/photo essay ideas they might like to publish. Let's look at two ways you can do this. The rst way is to write the articles yourself. You can come up with article ideas on your own. You've done the research on the kinds of articles your local newspaper and regional magazines publish, so you know what their needs are. 24
Once you have your story idea, write a query letter to them to pitch your idea. Emphasize that you can include photographs as well. The second way is to partner with a writer to take the same approach. You and the writer can brainstorm story ideas together. Then you can pitch them to local publications. The writer will of course write the article, and you can take the photos to illustrate it. This technique takes practice. You want to present an article that delivers the same high quality as your photos, and if you are writing yourself you'll nd that there's a learning curve. But it is certainly possible for a photographer to write publishable articles, and it can greatly expand the opportunities you have to get your photographs published.
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GOLDMINE MARKET #2: How Does $200 an Hour Sound for Portraits?
Ward Thurman is a photographer I know who starts his fee at $200 for an hour of studio time. Thats just for general portraits. High school senior portraits start at $500. Photographs for businesses cost anywhere from $200 to $1,000 and even up to $5,000 depending on his clients needs. And his wedding packages start at $1,999. 26
The good thing is you, too, could get started in your own portrait photography business. Its easy. Consider the portrait photographers at Sears and Wal-Mart. Most dont even know how to set up the lights. Yet they can still take decent photos. In Turn Your Pictures into Cash youll learn how to take studio-quality portraits (without necessarily needing a studio). All you need to know is where to position the lights (you can use lamps from the house) and a few basic composition tips. Youll learn that, and more. For example, this program will show you how to use Photoshop to edit portraits, and how to take stunning shots of pets because pet photography is another market thats raking in big money.
GOLDMINE MARKET #3: Earn Super-Fast Cash for Images of Goldfish, Curtains and Old Records
In stock photography, you can get paid up front or earn royalties for simple imagestissue paper, your dog, your nieces and nephews, the leaves in your backyard, your kitchen table and countless other images. Stock photo agencies are always on the lookout for images to add to their libraries. However, these agencies are a challenge to break into. Most print stock agencies require over 200 perfect photos just to apply. But in Turn Your Pictures into Cash, youll learn about new online stock agencies thatll take your photos today and sell them for super-fast cash. If you work on a royalty, youll have passive income owing your way. And it can add up. Think 20,000 images. That may seem like a lot to produce. But over time, its realistic... and thats a lot of passive income!
GOLDMINE MARKET #5: Stop the Press! See Your Photos Published in Newspapers and Magazines
Do you enjoy writing? If so, youll love the newspaper and magazine market. In this market, you can submit 27
your photos along with articles, which means double the pay! Editors also prefer receiving these (photos and articles together) because it makes their job that much easier. But how can you break into newspapers and magazines? Where do you start? Locally? Regionally? Or do you just jump into the big-time national publications? Or can you do all three at once? Learn the answers to these questions and more in Turn Your Pictures into Cash. Youll discover where to nd opportunities, the one big difference between newspapers and magazines, who to contact, how to approach an editor, what it means to work on spec, whether you should (or shouldnt) work on spec and much, much more.
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Learn how to capture a citys mood in your photographs and turn them into moneymaking postcards, posters and greeting cards Little-known secrets that photographers use to land free meals, vacations and other fun perks And much, much more... all gleaned from a cadre of successful, globe-trotting photographers. Use what you learn in this program, and with each passing month, youll nd your photos becoming more and more sophisticated... more professional... more creative. Twelve short months from now, youll have the condence to break into ANY market you wish. You dont have to wait that long to get started, though. There are plenty of markets that are hungry for talent like yours, and will welcome your photos even as a beginning photographer. To learn what those paying markets areand how you can start selling your photos for protget your risk-free copy of Turn Your Pictures into Cash TODAY. Simply pick up the phone and call 1-866-879-2924 or visit www.thephotographerslife.com/phc/itwpa. Act now and well even throw in ve exciting FREE PHOTOGRAPHY GIFTS! These free gifts are yours to keep, even if you return or cancel the installments of Turn Your Pictures into Cash. You can only win. ACT NOW!
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