Are You a Country Doctor?

From the early days of medicine in the USA up to well into the 20th century, the average doctor made "house calls." But along came mobility, cars and highways that allowed patients to travel directly to the doctor for services. But the doctors still practiced their same procedures, administering known remedies for symptoms ranging from the aches and pains of arthritis to sore toes. Most physicians in the early days were all things to all people-generalists, taking on the treatment of just about all maladies.

From the mid-1900's on, MD's started following the path other professionals were taking: focusing on a specific aspect in their field- i.e. specializing. This trend went hand-in -hand with the explosion of technical advances and innovations in every field, plus the increase in population. For example, attorneys specialized in criminal law, divorce, intellectual property (copyright). Doctors became obstetricians, neurologist, cardiologists, and urologists.

The Internet has speeded up this process. So, if you haven't yet re-purposed your stock photo business into one that exhibits a highly recognized "brand", it's time to get moving.

Musicians evolved and explored: Rhythm and Blues, Rock, Jazz, Country Music, Rap as new ideas and venues in their field mushroomed. They specialized.

What about stock photographers? Few photographers in the later days of the 20th century recognized the marketing detour that was happening. Why? Probably because they had too much invested in the generalist approach to photography that they knew best. It was, "Don't fix it if it's not broken." They continued to be "country doctors" and continued to photograph any and all subject matter imaginable, creating excellent photos but ones that they couldn't market "the old way," with the advent of computers and the internet creating new methods of photo search and delivery.

These photographers found an outlet for their photos in photo portals. It worked fine the first couple of years. But then their portals began bulging with more and more images, making competition fierce. Adding to the mix were huge numbers of pictures coming - - not from more pros, but from part-timers, who could now produce equally acceptable photos thanks to new cameras, new equipment, new technology, and new delivery services and search engines.

Some photographers recognized that if they chose just a segment of the photography industry, a subject area or just two or three subject areas that they really enjoyed, (aviation, gardening, zoology, education, dance, etc.) and built a deep selection of photos in those specific areas that they loved, they could take advantage of the new technology of search-find-delivery, they would flourish.

Now that the dust has settled we see that those photographers who have survived the changes in emphasis in the stock photography industry are those who have became an authority in their own specific subject area. They seldom look for work; the buyers come to them. Even in a down economy. These photographers have a monopoly because each is an authority in one of about 3500 different subject areas or fields where photobuyers constantly need photos.

HOW DOES THIS AFFECT YOU?

By specializing, matching your area or specific areas of focus to photobuyers who need pictures in those areas, you automatically adopt a segment of the marketplace that's easy to brand. Why? Because you are in a visual profession, and your consistent supply of images that cover all aspects of a specific subject category, becomes your "brand" whether it be formula 1 racing cars, or hospital emergency units. And branding is more important that ever to be associated with a brand. And branding is more important than ever in today's internet marketplace.

With a good supply of pictures in one category, you can now publish books, websites, and apps, and deal directly with buyers who you can count on as needing your kind of photos.

The Internet has speeded up this process. So, if you haven't yet re-purposed your stock photo business into one that exhibits a highly recognized "brand", it's time to get moving.

See the video at http://www.photostocknotes.com/psn

Rohn Engh is the best-selling author of "Sell & ReSell Your Photos" and "sellphotos.com." He has produced a new eBook, "How to Make the Marketable Photo." For more information and to receive a free eReport: "8 Steps to Becoming a Published Photographer," visit http://www.sellphotos.com