Chapter 26: Marketing, Advertising, Information

Advertising? For stock photographers? But why should I need to advertise my photos, if the photo agencies sell them for me? For several reasons: It’s not just about advertising, but also about marketing.

While advertising is something intended to sell a product or service directly, marketing is more subtle and primarily intended to bring across information that makes customers and market participants react differently to your products – more positively, in the ideal case.

There are photographers who focus firmly on the end customer and try to sell their photos to them directly or license them. Here, advertising makes sense. But even for photographers who use photo agencies as their sales ...

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