Today’s Photographer.....

EVERY PICTURE (AND WORD) SELLS A STORY

Seemingly small changes in picture-selling strategies can mean big changes in your photography income. A few years ago, one visit to a camera shop resulted in big changes in my ten-year-old freelance travel writing business. I learned every picture (and word) can sell a story. Photographers who add writing to their repertoire can easily repeat my success in reverse, proving that every picture and word can sell a story.

Adding photography to my full-time freelance writing business has led to an average 60% annual increase in gross revenues in each of the last three years. There are many reasons: I sold some stories that would not have sold without my pictures; I made additional income from my own pictures accompanying stories I had written; I sold many pictures on their own; I garnered many freelance photography assignments; and I now have several stock agencies selling my slides for me. Photographers can apply these same principles by adding the written word.

Travel writing started before the days of Marco Polo and I proudly carry on his legacy, as well as that of many others. The genre has developed a strong tradition of talented writers. As a money-making travel writer, you'll be following in the footsteps of Marco Polo, Mark Twain, Karen Blixen, Peter Fleming, Paul Theroux, Eugene Fodor, Stephen Birnbaum, and many others. Good old Marco couldn't carry a camera or sell pictures, but I can.

Ann and Carl Purcell, a top writing and photography team, have perfected this popular creative combination. In Travel Writing and Photography, they say, "We can never forget the advantage we gain in being able to deliver to an editor a ready-to-publish package of pictures and text." Their company, Words and Pictures, is living proof that words and pictures sell well together.

Almost any photographer can reap the same rewards, either by adding text to accompany their photography or finding someone to do it as part of a photographer/writer team. It's just a matter of getting words on paper (or computer), adding your own excellent photography, and aggressively marketing your work as a package.

Travel writing and photography are quite simple in some ways. In theory, you just need a pencil, paper, camera, and film. In reality, successful money-making travel writers and photographers run a rather complicated entreprenuerial business.

On the surface, travel writers and photographers lead a supposedly special life, jetting off to faraway places and returning home only long enough to write the story and develop their film before catching another flight. The reality, however, is that it can be a low-paying and lonely way to make a living. With the proper business tactics, however, you can make money (and a lively living) as a travel writer and photographer.

In today's competitive freelance market, a serious travel writer and photographer needs much more than a typewriter, paper, and camera. As a bare minimum, your office should include: a desk and chair; a computer with word processing and other software; a printer; a facsimile (fax) machine; a modem; an answering machine or system; bookshelves; filing space; and shelf space for your camera equipment.

A computer is a necessity, rather than a luxury, for writers and photographers. A laptop can't hurt a busy road warrior, either. All of my computers have been IBMs and IBM clones, because these are still used by most magazine editors.

I believe a computer is a required tool of business in today's market. Computers and appropriate software make it easier to write, rewrite, edit, and resell articles. They also make it easier to run a business, with accounting and management software. Computers make your submissions more professional in every way (diskettes are now often requested).

Your software for word processing and other functions doesn't have to be complicated. I've used Microsoft Works and Word for years and love it. Other software that I use includes Quicken (for accounting), Cradoc Caption Writer (for labeling slides), Cradoc Photo Management (slide management), and several on-line packages that make research and daily business management easier.

Appearance counts when it comes to selling your writing. High-quality printers make your queries and articles look better. Get the best you can afford. I use a variety of Hewlett Packard printers and have been very pleased with their performance.

A facsimile (fax) machine should be standard equipment for every writer and photographer. You can send queries, articles, samples of your writing and photography, and other paperwork You can also receive correspondence, information, and other material that may be needed quickly. It is an essential and professional item for any serious travel journalist.

For busy travel writers and photographers, an answering machine or system is crucial when you're on and off the road. Editors and picture buyers often have quick deadlines and you should never miss an assignment because you don't have a machine (or don't check your messages frequently).

Along with a well-organized office, you need to have professional-looking business cards, letterhead, and other stationary supplies. I've changed my stationary several times over the years, but it has always been rather simple and self-explanatory. I do, however, attempt to distinguish myself as a "freelance travel writer and photographer," rather than just a "freelance writer and photographer." Though I may lose a few assignments that aren't directly travel-related, I get many more because I have established myself as an expert and a specialist.

The most common questions I hear concern getting started and "selling" that first travel article (and picture). Because travel is hot, so is the thirst for knowledge about it and images of it. Thus, there are thousands of markets that need travel writing and photography. The competition for many of these markets is high, but there are also many local and regional markets that are ideal for your first sale.

To get that first sale, start small. Many local daily newspapers and weekly publications would love to run travel stories and pictures. Peruse the local papers to see what's being published and then contact the appropriate editor about writing something for them. Another popular method is to write an appropriate article on "speculation," with the proposition that they publish this and future submissions.

The query letter is the basic form of communication for marketing your work. When I am off the road and actively querying editors and photo buyers, I average more than 50 queries a day! Some of these may be simultaneous submissions and some may be part of a form letter mailing but I still believe in keeping a large number of queries in the mail and generating business.

I get my ideas for query letters from a wide variety of sources. Ideas can be generated from local attractions and events; worldwide travel (past and future); public relations officials; magazines, newspapers, books, and other publications; friends; and many other sources. There are hundreds of travel stories and pictures around the corner and around the world.

I like to keep my query letters simple and specific. Though I often use appropriate form letters, I never send an inappropriate query to an editor. I often include several ideas in one query, including past and upcoming trips and specific ideas I think may interest an editor. My queries are rarely more than one page in length.

Printed on professional letterhead, most of my queries include:

1--An introduction (if this is my first query to this editor. . .e.g., "I am a full-time freelance travel writer and photographer.")

2--An overview of the article idea(s), including specific coverage or possible leads.

3--A summary of recent and upcoming trips.

4--The availability of high-quality photography.

5--Appropriate credentials (if any...be creative).

6--One or two appropriate samples (if you don't have any yet, enclose a sample article you've written that hasn't yet been        published or include appropriate dupe slides).

Pictures and words can only make you money if you send them out consistently and correctly. In his excellent book, Sell & Re-Sell Your Photos, Rohn Engh says, "Photobuyers would gladly use your photographs, if they knew you existed, and if you'd supply them with the pictures they need, when they need them." This is just as true for writing and is especially true of word/picture packages.

The key is getting your pictures and words to the right people at the right time. I do this by supplying my own pictures with every story I write; keeping buyers and prospective buyers posted on my travels, articles, and pictures available; constantly pursuing writing and photography assignments; and providing several stock agencies with appropriate pictures (and often articles as well, to be sold as a package).

I use the current Photographer's Market and Writer's Market, as well as back issues of Today's Photographer International, to market my stories and pictures. My databases now have more than 10,000 article and photography buyers. These contacts help my pictures sell a story and, if you apply the same techniques, they can help you too.