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How to shoot landscape photos that sell

Manuel Becker Manuel Becker in Tips & Tricks
28.06.2016 · 8 min read
Photo by Manuel Becker

At some point in your evolution as a photographer you probably want to sell your photos. Here is everything you need to know on how to earn money with your photography and how to shoot photos that are sellable.

There are probably a tons of reasons why you might want to sell your photos. Sometimes it’s just to get a little bit of money back to finance your hobby by being able to buy new equipment or to pay for the travels you are doing to get different stuff in front of your lens. Or you just might want to get a better feedback for your work as an artist when you feel, that a like on Facebook or Instagram isn’t enough anymore. Hearing somebody say that this is a great photo you took is more than often meaningless (especially if it’s only a like via social media where somebody saw your photo for 1 second, liked it and now is scrolling down to the next one), but having somebody that is willing to pay for your photo tells a completely different story. In this part of your journey as a photographer you are more like an entrepreneur, who needs to get and think further than just asking friends if they like an idea they have. Building a startup and investing money, time and a lot of hard work into an idea that your friends liked is probably not the smartest thing you can do. Not because they are lying on purpose, but because they don’t want to hurt you. If you ask them for money to pay upfront for your idea, you might get completely different answers. In my opinion the same effect applies to photography, so you might ask them for money in exchange for a print the next time they are totally amazed by one of your photos. ;-)

How to shoot landscape photos that sell

Getting a lot of positive feedback for your photos might be nice, but asking those people to buy a print often tells a different story. I tried it with this photo from Cologne and it got sold at least a few times, but of course not by the people that liked it the most.

You don’t win silver, you lose gold

Please think of a huge shark tank, that is full of sharks and fishes and you are just one of them and perhaps just a tiny one if your are just starting. All the other fishes are your competitors like all the other great photographers out there or even IKEA, where customers can buy huge prints for a very small budget. The most photographers will now try to become a bigger fish within this tank, but that’s not the only and probably not even the best way to improve your income. A better way would be to change the tank until you are the biggest fish within it, even if the size is a lot smaller. You might also think of this in the famous quote of the Nike advertising from 1996: "You don't win silver, you lose gold!"

Become the leader within a small niche and if it’s not possible to become No. 1 you should think of other or even smaller niches. A good example is probably Melanie John alias "fototante", who is well-known in Germany for her countless beautiful images from Frankfurt. So if you would ever want to buy a photo from this city, you will probably cross her path sooner or later. Even if she wouldn’t be the best photographer in the world, she would still have a huge amount of photos about one very specific topic, which means a wider portfolio a potential customer could buy from. Additionally she knows every corner of this city, so if I would need a very particular shot, I would ask her first. Within this tank she got an expert and therefor one of the biggest fishes.

How to shoot landscape photos that sell

View from Frankfurt Cathedral towards the skyline of the city - photo by Melanie John

How to shoot landscape photos that sell

View from Main Plaza (Lindner Hotel) - photo by Melanie John

Who is your customer?

We already talked about friends or people in general that might buy your prints and fortunately this is not the only way to earn money with your photography. Especially landscape and architecture photographers often tend towards selling prints as their way to get an income, but in my opinion this is probably the hardest and longest way to earn money with your photos. Let’s say you already found your niche and you are already very good at what you are doing. The next step that I would suggest you is to think about who exactly could be your customer, because if you don’t know who would buy your photos, you can’t make precise decisions about the subjects of your photography, the pricing, the format etc. You will end up with everything and nothing, so you need to think again towards that niche you want to be the best at and refine your definition by your target audience, which makes your niche even smaller and better to get started.

Here are a few examples that could be your customers:

  • Local business websites
    
Nearly every business has a website and they usually want to show where they are located. It’s probably a good start to have some great shots of the skyline or very typical places for this city or region. If the company building itself is within the photo it might be even better, because if they need to book a photographer just for this shot it’s usually getting much more expensive for them. You should also offer a wide variety of colors in your niche, because the color palette of your photo has to fit into an existing one. Therefor it’s better to have a big variety of photos with different colors than just a few ones with a lot of colors and no color focus as a consequence. In the end it’s also important to think of an image format that is mostly needed for websites, which is still a horizontal one. Sometimes even a panorama might be a great format, because this doesn’t cover too much vertical space in the header of the website.
  • Advertising campaigns

    There are so many companies, that are using landscapes within their ads to show a local connection to their service or product. Again the photos should be very typical, but the purpose is different in this case. For landscape photographers the time during sunrise or sunset might be the best one, but if you want to advertise for a travel destination it’s often better to use daytime photos with a much brighter and friendlier mood. Additionally it’s important to have some space within these photos where the company can place a slogan. Having „bad conditions“ for typical landscape photography with no clouds in the sky might now result in great images that offer a lot of space for logos, slogans or text in general. Instead of rejecting these photos for your portfolio you might want to sell them instead.
  • Business prints
    
Instead of focussing on private individuals you could also target your photography towards companies, because if they would buy their prints at IKEA it would only convey the impression of a low budget business and that’s usually not the side of the story companies want to tell to their customers. Think again of photos that would be great for your target audience, f.e. waiting rooms where a lot of details are great to give the viewer some time to discover them.
  • Booklets
    
Huge companies often have internal booklets where they are sharing their latest achievements, changes, news etc. These are printed or digital versions and they usually need a lot of great photos to make these „company newsletters“ more appealing to the co-workers. In this case you should think of topics your local business tries to cover, f.e. energy, industry, travel, construction etc.
How to shoot landscape photos that sell

This is definitely not my favorite photo and it’s already pretty old, but it’s still my best selling photo. The reason why this is selling so good is the niche, because it’s much easier to rank in Google for cities that are not so famous for landscape photographers and since Bonn has no typical skyline this is a great way to find photo spots in Bonn that result in highly sellable photos. The panoramic format (2:1) and the consistent color scheme are apparently other pros for this image.

Draw attention

Don’t forget that you are not just a photographer when you want to sell your photos. You need to be very good at marketing / selling and that’s something a lot of people ignore. No matter what you want to achieve in your life - being a good salesman is always a big advantage. Even getting hired for a new job and your starting salary depends very much on how good you are at presenting yourself as a valuable support for the company.
A good example in our context is probably Peter Lik, who sold his photo "Phantom" of the Antelope Canyon in Arizona as the most expensive piece of art ever. He probably isn’t the best photographer in the world (although he is a very good one without any doubts), but he is extremely good in selling and drawing attention to his photography.

Never give up

If someone doesn’t want to buy your photo it doesn’t necessarily mean that your images are not good or that you are a bad photographer. It just means, that the value you are offering is currently not enough for this single person, which can have quite a lot of reasons. There are 3 factors that are important in this sentence:

  • Value
    Increase the value of your results by improving your photography or by taking shots that are more valuable for your potential customers.
  • Currently
    
A "no" you got today doesn’t mean, that you won’t sell something in the future. Sometimes it just means, that another impulse is necessary and that you need to find out what your customers really want and need. Ask them the right questions, get back to work and try it again!
  • Single person

    Sometimes you just need to find the right customers. Don’t focus too much time and effort on selling something to the wrong audience. Alternatively you could of course think about switching the niche.

The only thing that’s really really important for you is to never ever give up! Please do you and me the favor and promise this to your future self! Getting successful with something in your life that really matters to you is not only possible by becoming the best at it, but also by being the most persistent and by not giving up. A successful life is a marathon and not a sprint!

What are your experiences in selling your photos and are there any tips you might want to add?

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Comments (5)

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PhotoJoern.de
PhotoJoern.de 30.06.2016
Nice article, Manuel. The question is then: how should I present this kind of stock photo work. I believe one should have it completely away from the classic "fine art landscape" approach photos. Stock photos sell better in series, a collection of different photos on one topic, all with the same style. Stock photos need whitespace (sky, sea, wall etc.) that can be used for placing words onto the picture. As fine art you will only show your best most emotional shot of a scene. Unclear to me, though, is: how do the stock photo agencies compare, to which should I go in order to sell my photos? Could be worth an article :-) thanks!
Manuel Becker
Manuel Becker 30.06.2016
Hey, thanks for your opinion again! I am currently not using stock image sites to sell my photography. Most of the customers find my work via Google here on Locationscout (because it's locationbased and they are searching for "Bonn" for example) and on my own website. Stock sites could be worth a try, but you would have to get a lot more sales to make it worth it, because I would never sell or license one of my photos for just a few Euros, unless it's educational or uncommercial (in some cases), then I give them usually away for free. What exactly do you mean by how the stock photo agencies compare? You mean the different platforms and which one would get the most sales out of your photos? Overall I could think of trying stock image sites for a few months and share my experiences afterwards here... really nice idea!
PhotoJoern.de
PhotoJoern.de 30.06.2016
I am also on the buyer´s side when it comes to stock photos and I usually buy them from fotolia and peopleimages. They both make it easy to use the photos because you do not have to post the copyright owner (photogtapher) on each and every page you create, or underneath a photo. Just in the imprint page is sufficient. Shutterstock in this respect is a pain ita for me - but many others seem to not care about the point or found a way around. Question for me as photographer is: where can I sell them and what are pros and contras. Own website: yes, but you need traffic, need to do the invoicing, would have to do your own licensing agreement (hazzle also for the other part checking it). Works if you are large and prominent, makes a lot of trouble in the beginning. Stock photo agencies (fotolia, shutterstock, getty etc.) have their fee structure, their contracts, traffic, typical clients, their limits to get listed photos etc., but that´s really the non-obvious where I have not found a good article on. I tried 500px but I do not believe there are many buyers searching on 500px. Does anybody have substantial sales on 500px? That´s the kind of question.
Fotografie-Kurs.Koeln
Fotografie-Kurs.Koeln 29.06.2016
Thanks for the advice. Still trying to sell my photos to a bigger audience, but at this point i think i can make more money with training people in taking Pictures, than selling mine.
Manuel Becker
Manuel Becker 29.06.2016
Hey David, thanks for your feedback! That's also a great way of earning money with your photography! Maybe I should extend the article about other things you can do as well to earn money with your passion... ;-)

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