Billionaire entrepreneur Bill Gates Photograph by Ida Mae Astute ©2016 American Broadcasting Companies, Inc.
Conventional wisdom says that if entrepreneurs want to be successful they should strive to create breakthrough tech products in new and huge markets.
Conventional wisdom is wrong.
Yes, it’s incredible when an entrepreneur develops a billion-dollar technology that changes the world and defines a new category of a business, but it’s also rare. Consider that fewer than 200 tech startups are valued at $1 billion or more right now. That’s right — just 200 out of all the startups out there have reached unicorn status. The chances of you starting one are slim. You have a greater chance of being struck by lightning.
What wannabe entrepreneurs often fail to see is that you don’t have to aim to be a billion-dollar company, start a new market from scratch, or create a breakthrough product. You can start with something you already love and know well, copy the existing products out there, and focus your energy on creative marketing.
This approach works because it puts the odds in your favor. Rather than taking on a big product and market risk, you copy what already works in markets that are already proven. This frees up resources to focus on being the best marketing innovator in your niche.
The challenge with this approach , of course, is that large, competitive markets tend to have well-funded, well-branded competitors. Fortunately, small bootstrapp ed startups have two advantages: speed and edginess. Startups can go from decision to action in just hours. Large companies, on the other hand, are almost never early adopters because of risk-aversion and decision inertia.
Being an early adopter is powerful because there’s less noise from other marketers and more curiosity from users who want to explore. In just the last year, Facebook made a major change to its newsfeed algorithm and created bots and instant articles . Instagram released a new direct-response ad product. Snapchat went mainstream. All of these are opportunities for startups looking for creative marketing opportunities.
Time and time again, we’ve all seen strong brands emerge from creative marketing. For example, Helloflo, a feminine care product brand, went from less than $100,000 in revenue to more than $1 million with just two viral videos. Launched in 2014, it was acquired by SheKnowsMedia this year. DJ Khaled became a mainstream personality by being an early adopter of Snapchat. Finally, 14 months after launching, the Dollar Shave Club posted their first video to YouTube. That one video was seen over 23 million times and turned the company into a household name. This year, Dollar Shave Club was acquired by Unilever for $1 billion.Being an early adopter was how my company, Travel Ticker, broke into the crowded travel space almost a year ago . When we launched, we were looking for ways to help our company’s marketing go viral. We saw the YouTube videos of two of the best rooftoppers in the word, Ivan Kuznetsov and Oleg Cricket, and knew we had to work with them. So, we offered to pay for a trip for them to anywhere in the world to record their next stunt if we could put it on our You T ube channel. They ended up recording themselves climbing the Eiffel Tower and walking, flipping, jumping, and doing handstands on ledges of skyscrapers across the world. That one campaign has led to over 17 million views across all media platforms and has been an incredible investment for us.
Instead of focusing on your big billion-dollar idea, focus on doing some really smart work with the tools that are out there. The number of social media and marketing platforms is exploding, and this means that there has never been a better time to succeed as a creative marketer.
Eimantas Balciunas is the co-founder and CEO of Travel Ticker
There are endless ways to finance your ideas, but there’s nothing like marketing a startup with a modest budget. Limited funds give you an excuse to flex your creative muscle and truly share your vision with the world.
Don’t rely on the same old banner ads and Google reviews. Instead, try these seven marketing strategies to place the spotlight on your business.
- Share your story
Instead of just introducing yourself as an entrepreneur, develop a narrative that differentiates your company from others and sparks conversation. Does your startup support a certain cause with every sale? Say so. Did you come up with your business idea during a troubling life event? Mentioning it may inspire those around you.
- Don’t just sell – engage
With social media, it’s easy to engage your target demographic without looking like you’re just trying to advertise. Build brand trust by showing your support, whether of your community or your online following. Sharing someone else’s content doesn’t necessarily mean losing your audience’s attention.
- Carve out a niche and build credibility
Your startup’s shoestring budget can’t keep you from carving out its own niche. A blog can offer laymen the chance to understand your trade with a new perspective. A webinar or a podcast can help viewers (or listeners) feel like experts in your field. Speaking at an incubator, expo or niche event can put you in the role of the teacher and allow you to share your groundbreaking ideas with a captive audience. The small business convention you attend every year is probably in need of a few more keynoters; why don’t you try speaking instead of observing?
- Help people find your content
If your startup is fit for the twenty-first century, it maintains some sort of online presence. In fact, you may be satisfied with just a website, some social media pages, a blog, or even a pre-launch Web page. Just because your content is online, though, doesn’t mean it’s easily discoverable by your target audience.
With every post you publish, use keywords specific to your niche, to improve your Google rankings. You can also use these targeted keywords to power your social media-based audience acquisition.
Next, help people find your content by practicing a few SEO techniques, starting with your website. Title your pages with phrases unique to your business so they stand apart from other sites.
A tool like 40Billion.com specializes in promoting your content online and helping your business to get discovered by a large network of several million users across the most popular social networking sites – including Twitter, LinkedIn, 40Billion, and even Facebook. Innovative services like tweet ads, future retweets and promoted company listings were created for entrepreneurs and marketers to tap into a growing, active network online without spending thousands on pay-per-click ads or traditional advertising.
- Negotiate a quid pro quo
If you’re just starting out, you may have a hard time introducing your company to the public. A great way to build a niche and generate word-of-mouth is through samples and giveaways.
Try reaching out to eager members of your target audience and offering up your product (or a sample of it) in return for a review and shares on social media.
- Co-sponsor an event
Every industry hosts its special events. Unless an event is owned and managed by a single company, most planners seek out sponsors to help fund the event.
This provides you with a fantastic niche marketing opportunity. Ask whether you can present there (or otherwise spotlight your company) to further engage attendees. Aside from giving you a good name, co-sponsoring a niche event allows you to meet and greet with your target demographic, as well as network and generate new leads.
Some marketing strategies become less effective and some more effective. As a startup with limited resources, you need to pay especially close attention to what’s current so you can get the most bang for your marketing budget. You already know that you have to setup social media accounts. But here are few other ways you may not have considered.
- Make an Explainer Video
Everyone knows that video production is effective for business, but many startups dismiss the idea because they believe it’s expensive. The truth is that it’s nowhere near as expensive as you think. A simple slideshow with a narrator will cost you no more than a hundred dollars to purchase the software and learn how to use it.
Yet video marketing growth can pay dividends. Studies have shown that it’s one of the most effective marketing tactics around.
- Get Smart About Content Marketing
You likely already know that content marketing will make up the bulk of your online marketing efforts. These content pieces are longer than the average blog and they answer specific customer queries and issues. If your target audience types in a long tail query, a piece of content will appear, and it should be your content.
Recently, sites like 40Billion.com have made this task easier by broadcasting and promoting your content to its large network of several million users across the most popular social networking sites for businesses – including Twitter, LinkedIn, 40Billion, and even Facebook. Innovative services like tweet ads, future retweets and promoted company listings were created for entrepreneurs and marketers to tap into a growing, active network online without spending thousands on pay-per-click ads or traditional advertising.
- Focus on Existing Customers
Whenever someone mentions marketing they automatically think of trying to attract the masses. Marketing to the people who already know you can be just as effective. When you think about it, 80% of your revenue will come from just 20% of your customers.
Your most loyal customers will make up the bulk of your business. Direct your marketing campaign to those who have already bought from you through your email list and through staying in touch in order to turn them from buyers into brand ambassadors.
- Manage Your Online Reputation
The online reputation industry is huge. The power of word-of-mouth marketing can’t be underestimated. The reality is that people have the power.
Managing your business’ online reputation is the key. It’s about setting up Google Alerts for your company name and monitoring every mention of your brand. Not only is your aim to bury the bad apples with a cascade of positive reviews, your aim is to find out what people dislike the most about your business.
By keeping your finger on the pulse of public opinion, you can change your business to ensure that you are not sabotaging your formal marketing campaigns.
Bootstrapping with a startup is the reality for many businesses that have just got off the ground and need to spread the word. Although it would be ideal to have a significant installation of investment, this isn’t always possible.
Just because you are struggling with money in the short-term doesn’t mean that you can’t become a success through effective low-cost marketing online. There are many companies that have become launched successful brands and become household names, even while bootstrapping. Effective use of resources is the key.
A lot of new freelancers get hung up on pricing. Should I charge hourly? Or by the project? Is this too much? Am I really worth that much?
Today, I’m going to give you a system for pricing your freelance business. It’ll take you from getting your first client to raising your rates so that you’re eventually making $2,000…$3,000…even $5,000 (or more) every month.
It’s the same system that’s helped Ben, the circus performer, go from charging $0 to $60 an hour. It’s also what Julia used to build a successful business where her rates are now $250 an hour. Not bad for a caricature artist who used to make $8 an hour.
Just follow everything I’m about to share with you, and all the guesswork and uncertainty from pricing will be history.
Step 1: Get your first 3 paying clients
It doesn’t matter if you already have a website, business plan, and an LLC formed. If you have no clients, you have no business. Period.
Clients pay you money. And money keeps businesses running. Which is why your number one priority when starting out should be getting your first 3 paying clients.
I’m not pulling that number out of the air. We’ve tested this concept with thousands of students. Anyone can get one client. Maybe it’s a friend, or a friend of a friend who hires you. The second client might be your uncle Jim. Or his former roommate from college who is looking for help with something — who knows. But once you land a third client, you know you’re onto something. You have a service that’s in demand.
For these first three clients, as far as pricing goes, don’t worry about it. Charge whatever — even if it’s a lowball offer like 20 bucks.
The goal here is to get 3 paying clients. As long as they pay you something, you’re on the right track.
Here’s a strategy called Locate and Communicate that’ll help you land them.
1. Locate your clients
- Who is your exact client? Something like “small businesses” is too vague. Get specific. “Local fitness studios that want help with their email marketing” is much better.
- Where do they go to look for solutions to their problems? What sites do they read?
- Where are people already looking for solutions to problems? How can you make a match between them and your service?
This can be something as simple as posting and responding to an ad on Craigslist. Someone needs help moving, and you show up to help them.
Other times it’s not so straightforward. That’s when it helps to identify a specific target market and figure out where they might go to look for solutions.
- For marketing or content writing help it might be Inbound.org
- For tech companies, check out AngelList
- Or maybe you’re in an industry where referrals have lots of clout. How can you get a foot in the door?
The important thing is to do the work and research. If you’re a brand new freelancer, you can’t expect to set up a website and have people beat a path to your door.
Once you’ve done your homework, we can move to the next step.
2. Communicate with your clients
Email will be your most important communication tool for pitching clients. It’s cheap, fast, and direct. And once you have a good pitch that gets responses, you can use it over and over again with some modifications.
All good email pitches have 5 parts:
- Benefit to reader
- Foot in the door
- Call to action
Here’s how they look in action:
Notice what we didn’t do in the pitch. We didn’t mention the price. We didn’t ramble on and on about how we’re passionate about email marketing. We just made an offer, explained how it helps the other person, and then gauged their interest with a simple call to action. And all it took was 5 lines.
A busy person can read this and simply respond, “Yes.”
Use this script to get your first three paying clients. Then once you know you’re onto something, you can move onto the next part of this pricing system.
Step 2: Set an hourly rate
Congratulations! If you’ve made it to this step, you officially have a business. Now it’s time to set some guidelines for your pricing.
There are many different ways to do this. You can charge hourly, by project, on commision, or a monthly retainer.
Forget all these options for now and just set an hourly rate. It keeps things simple. Clients understand it, and they won’t get freaked out over large project quotes. It also reduces risk for them, so you might get more business as a result.
To find a good starting point for your hourly rate, use the Drop-3-Zeros Method.
Basically, you find the average annual pay for someone in a job that’s similar to your freelance service and drop 3 zeros from it.
For example, I looked up “email marketing” and saw that the national average for that role is roughly $64,000.
So if we drop 3 zeros we arrive at an hourly rate of $64. That’s a good starting point.
If your rate sounds higher than usual, that’s fine. Remember, clients don’t have to pay taxes and benefits on freelancers, so they expect to pay a little more per hour for their services.
Step 3: Raise your rates by doing high-value work
Most freelancers will work for a few months with a client and then ask for a raise. Here’s how that conversation usually plays out:
Freelancer: I’ve been working with you for about 6 months now, and I think I deserve a raise.
Freelancer: Ummm…well…I understand the company. So I’m much more efficient now. I can get more work done in less time. And you don’t have to train anyone.
Client: But isn’t that what bringing new people on is all about? You invest time training them early so that they can work more independently later?
Newsflash! You’re not entitled to a raise. You are paid for the job you do. If you want to earn more, you must do higher value work.
That could mean managing staff or projects, being responsible for certain revenue targets, or putting yourself in a high-visibility role like being a CEO’s executive assistant.
The definition of moving up the value chain will be different for freelancers depending on their industry. But in general, the closer you are to the sale, the higher you will be valued, and the more you can charge.
For example, a content writer is just responsible for writing a certain number of blog posts per week.
The latter is closer to the money, because customers are involved.
You can get the new higher value rates by using the Drop-3-Zeros method from step 2 and finding the roles that match the new level of experience and responsibility.
Now, that number might be very high. For example, someone who is responsible for sales can easily quote $100 an hour.
Many clients will balk at a number like that. This is when you can use a trial period to your advantage.
Here’s a short script you can use to guide that conversation:
This does 3 things.
First, it gets a foot in the door. The client is more likely to agree to the lower rate if price was the main objection.
Second, the trial period reduces the client’s risk in taking on a freelancer. Another point in favor of hiring you.
Third, it sets the stage for a renegotiation at 3 months. You won’t have to awkwardly bring up raising your rates. You just need to say, “Our 3-month trial comes to an end in two weeks. Would you like to continue working together at my regular rate of $100 an hour?”
And if you’ve knocked it out of the park, and delivered on everything you’ve promised, of course they’ll say yes.
After all, it’s hard to find good help these days. Good workers — freelance or not — are indispensable.
Using these 3 steps, any new freelancer can land their first paying client and raise their rates so that they’re running a profitable freelance business.
Just follow them in order, and any angst you have about pricing will be gone. Then, your only job is to focus on doing extraordinary work.
Video is rapidly growing and quickly becoming a staple of marketing strategies. If you have not yet incorporated video marketing then you are simply behind the curve. Not only that, but you are losing out on the various benefits that having a video strategy provides.
Importance of Video:
The reason video is such a powerful medium lies within its ability to engage, educate, and influence potential and existing customers. It’s a quick way to show brand personality and spread your company’s message in a compelling way. Unlike other media, video has the ability to make the audience feel something; and feeling something generally motivates action.
There are many ways to utilize video from a marketing standpoint, so let’s talk about a few. Social media platforms are the perfect place to showcase pre-rolls and teasers to create buzz or start a conversation about your brand. Find a creative way to make a short form video that will be share-worthy and reach large groups of people. With millions of people interacting on social media, creating good video content can be a vital tool in reaching the masses, and making your brand’s content go viral.
Social media platform 40Billion.com makes this easy by broadcasting and promoting your video content to its large network of several million users across the most popular social networking sites for businesses – including Twitter, LinkedIn, 40Billion, and even Facebook. Innovative services like tweet ads and promoted company listings were created for entrepreneurs and marketing professionals to tap into a growing, active network online without spending thousands on pay-per-click ads or traditional advertising.
Now, lets talk about the value of a video testimonial. Video testimonials can be a great asset to your marketing plan as it allows your clients to sell the product or service for you. A genuine video testimonial can be just as powerful as hearing about a brand or service through word-of-mouth. With websites including a comment or review section under a product, people now more than ever are relying on others to let them know if their purchase will be worth it. Video testimonials take that experience to the next level by making it more personal and building more trust.
Search Engine Optimization:
Video can also help expand your SEO. Website owners can allow people to share their video content, creating backlinks that are registered by search engines. This can greatly increase your search rankings. Also, having a video on your landing page is key because video converts better than any other medium.
Video blogs are another important type of video to consider. Content for video blogs could include getting to know key members of a company, interviews with the CEO and executives on a professional and personal level. It helps people connect and feel good about their relationship with your company. Simply put, it humanizes your company. Video blogs are also easy to promote on social media and can help you stay relevant.
In conclusion, every business has a brand identity. There’s a reason why we choose some products over others. There’s a reason why we do business selectively. You need to showcase your passion and give consumers a reason to choose you over the competition. The possibilities with videos are endless, and the results can be gratifying and game-changing.
If there’s one thing that’s true when it comes to ecommerce, it’s that the perceived value of your products and the trustworthiness of your business is often judged by the quality of your web design. And a big part of having an attractive website these days also means having high-quality, beautiful product photography.
But it’s not just aesthetics we’re talking about. Showcasing your products with high-quality images can also be the winning difference between a conversion and no sale at all. This is particularly true if you’re also distributing your products on marketplace sites like Amazon, where they are displayed alongside those of your competitors, or selling on visual platforms like Pinterest.
How to Capture High Quality Product Photos With Your SmartPhone. A free, step-by-step guide that shows you exactly which tools and apps you’ll need.
But when you’re just starting out, getting your product photos shot can be an intimidating prospect because good photography can be expensive. There are hundreds of product photography tools to help you get the job done yourself. As business owners with lean start-up roots, we understand this more than anyone, and as a company that works with small businesses everyday, we also know that sometimes the money’s just not there. If that’s you, and your budget is tight, have you thought about taking the DIY approach to taking your own images? It’s not as hard as you might think.
There are lots of techniques for shooting successful product photography, but the one I’m going to show you is commonly known as The Window Light Technique. From someone who photographs products everyday, this tutorial has been specifically crafted for business owners on a budget, and it’s been designed to be simple while producing excellent high quality results with most product types.
What You’re Going to Need
Gear is at the heart of photography and can be really exciting, but typically it’s the aspect that most people become confused about.
There’s no necessity to spend a large portion of your budget on high-tech equipment, so keep an open mind and try not to overspend on gadgets that do the same job lighting your product as a $5 piece of card can do. You can probably do this window light setup for $20 or less if you already own a camera.
You’re only going to need a few things for this setup:
You don’t need a crazy camera system. While shooting images with a Nikon D800 ($2796) sporting a 105mm f1.4 lens ($740) is awesome, it’s also totally unnecessary.
Still, if you’re feeling excited, and have the budget to stretch to a new camera system for this project, I suggest reading a post I wrote on quora which offers tips to help you pick out a good camera for product photography. If all you have is your smartphone, that’s ok too; check out this helpful guide to smartphone product photography.
When I did the test images for this, I started with my older model (2008), beat-to-hell Canon G10 point-and-shoot. I love the Canon G series point-and-shoots because they can go full manual and they shoot a really nice raw file. I picked this camera because it’s definitely not top of the line anymore, allowing me to demonstrate that even with modest equipment, good results are attainable.
So what camera do you need? I would just start out with whatever you have handy and see what the results are. It’s a common myth that it’s the camera that takes the pictures, but in reality the camera is only one piece of the whole. A photograph is made up of series of choices that incorporates lighting, exposure, styling and post processing decisions.
Not to get too technical, but you’re going to set your camera to a very small aperture so that you can have the most depth of field your camera is capable of.
The width of the depth of field defines the area of sharp focus, and to get to that you need the largest f/stop number your camera can obtain. Shutter speed and f/stop are related, and since a larger f/stop number like f/8 lets in less light, you’ll need to counter than by using a slower shutter speed to allow more light through.
When a camera has a slow shutter, you can’t hand hold it or the subject will be blurry – so a tripod is your answer. If you’re interested in learning more about the fundamentals of photography, check out this video I did with Harrington College of Design last year.
I realize that most point-and-shoots may not allow you to choose your f/stop. That’s ok and there are ways to get around this which we’ll discuss in the step-by-step.
Again, you shouldn’t need to spend a whole lot of money on a tripod at this point in your adventure, and there are many, many options out there that are under $30. I did a quick search on Amazon and found something that would work for $20.
3. White Background
There are lots of options for a white background and if you’re going to be shooting a lot, you may want to go to your local photography store and get a small white sweep.
If you’re not in an area with a good photography store, you can always head over to your frame shop/art store and get a 32×40 sheet of their thinnest white Mat Board, which is what we’re using in this example.
Look for something that you can bend a little bit to create a sweep. You can usually get this for under $7. Remember to look for pure white as off-white or cream, while cool, will be more difficult to make pure white.
4. White Bounce Cards Made of Foamcore
While you’re at the art store/frame shop, ask them if they have any extra scraps of white foamcore you can buy. You only need a piece roughly the height of your product, and about 3x the width. Typically, a letter size will work. We like to bend ours in half, like in the above example, so that it will stand up on its own. Its purpose is to bounce light back onto the product.
A standard folding table works best, and a width that’s between 24 and 27 inch wide is ideal.
Depending on the table you end up with, you can use tape or clamps to secure down your board so that it sweeps properly.
7. The Right Room
A room with windows next to a wall is perfect, and the bigger the window, the more light you’ll get in.
How to Photograph Your Product on a White Background
Alright, let’s get into the step by step process for shooting your photos.
Step 1: Set Up Your Table
Once you have collected your gear together, it’s time to set up your shooting area. Place your table as close to the window as possible without intersecting the shadow from the windowsill. You’ll want to start with the window 90 degrees to the right or left of your setup. The closer you are to the window and the larger the window, the softer the light will be.
Also, remember to turn off all other lights inside the room you’re shooting in as other light will contaminate the set.
You can try rotating the set so the window is at 45 degrees to the set, or try it with the window straight onto the set for a different style of lighting. Food photography is often shot with a window behind the setup and the camera shooting into the window for a more dramatic setup. Another variation is setting up in a garage with the door open, it will have the same qualities of light as a window, just without the glass.
You do not want direct sunlight hitting your set. Direct sunlight is harsh and looks bad on most people and products.
Step 2: Set Up Your Sweep
There are a lot of ways to do this, but the ultimate goal is to have your mat board sweep from being flat on your table to being vertical. You may need to roll up the board to help it reach that shape.
In my set-up, we placed the table against the wall and taped the sweep to the wall and the table. If you don’t have a wall, you’re going to have make something to secure the back of the sweep to. Some bricks or a wooden block would work well.
Place your product in the center on the flat part of the sweep and leave enough room to sneak your white reflector card in later. In this case, our product is a cool Skyrim & Doom toy available from Symbiote Studios. Thanks guys!
Step 3: Set Up Your Camera
1. Set Your White Balance (WB) to Auto.
2. Turn your flash setting to off.
3. Image Settings – set it to the largest quality settings:
- Set it to raw if you have it. Most point and shoot cameras don’t have this setting, but if you do then use it. This file is the largest file the camera can shoot, and utilizes the full bitdepth of the camera. You will have to edit in a software that reads raw imagery though, like Photoshop, Bridge, Lightroom or Aperture.
- If you don’t have raw, set it to the largest JPG setting you have. In my canon there are 2 settings to look out for:
- Set your ISO to 100: The ISO controls the sensitivity of the sensor. The higher the ISO the more noise there is. Typically, the lowest ISO you can set your camera to is ISO 100, so set it there if you can.
- Exposure Settings
Option A: Set your camera to Manual (M)
This is the best setting for this type of work because nothing will be moving or changing as you take the pictures. In manual, change your f/stop to the highest number, which will give you the greatest depth of field.
Preview the image on the back of the camera through liveview. Everything is probably pretty dark, which is ok. Now, switch to your shutter speed and rotate the dial to make it bright enough that the image is properly exposed. Your shutter number should be going down. For example, your number may go from 1/60th to ¼ . These are fractions of a second that your shutter will be open for and as the number lowers it will let more light in. Adjust this number until the preview of the image is correct.
Option B: Use Aperture Priority, Av…
Your camera may not have this either, but if it does, change the f/stop to the highest number. This should automatically adjust the shutter to be what the camera thinks it should be. This may be wrong and you may need to use the exposure compensation dial to add light.
Option C: Auto Exposure
If you’re stuck in the all-auto world, there may not be much you can do. Don’t fret, it’s not a big deal. If you have an exposure compensation dial, you will most likely need to add +1 or +1 ½ to get the correct exposure. If all you have is the running man images to choose from, try picking something like sunset. With the iPhone, just tap the area you want exposed properly.
Use the Histogram on the back of the camera. You’re looking for the slope to be closer to the right hand side like in the image above.
Exposure Tip: Don’t trust the image on the back of the camera, instead pay attention to the histogram to know if your exposure is correct. The far right hand side is white, and left is black. In the example image there is a little gap on the right hand side which means that there is no pure white. Adjust the exposure till the part of the curve representing the white background is touching the right edge without going over. In this example, you would probably need to add 1/3 of a stop, or one click for more light.
- Zoom In
Cameras typically have an optical zoom and a digital zoom. Don’t use the digital zoom as this will lower the quality of the image – it’s essentially just cropping the digital image. If you have an optical zoom, try zooming in as far as you can without going digital zoom. A longer zoom will remove distortion caused by a wide angle lens.
Step 5: Set Up Your Product in the Middle of the Surface
Setting up your product is one of those things that seems simple, but can take time to position correctly. If it’s a bottle, pay attention to keeping the label type centered. Many times there are lots of tiny movements needed to get everything lining up perfectly.
Step 6: Set Up the Reflector Card
This simple white card is the single most important light modifier we have in our studio and we use it with everything. The light will bounce off the card and fill in all the shadows. How you position this card is matter of taste, so try it at different angles to the product.
Step 7: Take the Picture and Evaluate
Once you take the picture, take some time and really look at what you’ve created. This is where experience and education comes into play – what’s working, what isn’t working and what can you do to make it bettser. Experiment with different ways of making your image better and over time you’re skills will naturally improve.
Upload your images onto your computer to get a better idea of how they look. The back of your camera is never very accurate. I suggest using Adobe Lightroom to organize all your images, and it can be used to do almost all of your editing except very advanced processes. You’ll no doubt need to make some adjustments to the images to get them to look right.
Post production software like Adobe Lightroom is very in-depth and we won’t have time to go into the details of using it because it’s just too much.
Step 8: Get Your Pictures Retouched
Once you’ve got a final image you’re happy with, it’s time to get it retouched. If you photographed your product correctly, the product should be exposed properly and your background a light grey. It should look something like the un-retouched image above, and comparing it to retouched version shows you how important this step of the process actually is.
The retouching tasks associated with on-white photography, for someone without a lot of training, can be tricky, and tend to be the weak link for most people trying to photograph products themselves. So, instead of trying to teach you advanced Photoshop, I’m going to show you how to outsource it.
You’d be surprised how affordable this can be. From around $4 – $10 an image, you can have a professional retouching company improve your images for you. Finding a good company can be tough, but one company that works best for consumers is Mister Clipping. They have an office in New York City, so you’re not trying to correspond with someone overseas, and they’re super-friendly.
Their process is simple. Just create an account, upload your images and they’ll give you a quote.
Step 9: Upload Your Pictures to Your Website
Once you get your images back, it’s time to upload them to your site.
If you’re using Shopify you’re lucky, as it resizes the images for you. You have no idea how many websites I see where the image is the wrong size. When this happens the image becomes skewed and stretched, ruining all the work you put into the image.
With Shopify, completed images will be ready to load directly into your store, thanks to some handy software that prepares and resizes the images automatically for you. Some other CMS platforms, like WordPress, also have this capability.
Uploading Images to your Site for Non-Shopify Site Owners
If your online store doesn’t resize the images for you – perhaps you have a custom built site – you’ll need to crop your images to the correct dimensions and then resize the image.
Step 1: Find Your Image Size
Images, particularly jpegs, do not enlarge well, so you want your final image to start as large as your camera will shoot it. If your camera shoots a 4416 x 3312 pixels size image than this means that you can shrink this image by cropping or down-resizing (shrinking it proportionally) to a smaller size. The not so technical industry term is down-rezing referring to lowering the resolution.
To find your image size, right click on the image on your website to inspect the image. You’ll see the dimensions in two areas. Each browser’s ‘inspect element’ is a little different. I’m using Safari in the above image example.
Step 2: Crop Your Images to Size in Lightroom
Chances are your images will need to be cropped to fit the exact dimensions required by your website, but thankfully this is something you can manage easily in Lightroom, but entering a custom crop size.
With your images in Lightroom, click the image you want to crop and go into the ‘develop’ menu. Click where it says ‘original’ next to the lock icon, and click again on ‘custom’. In ‘custom’, enter in the size you acquired from ‘inspect element’, and click ok to crop your image.
Step 3: Export Your Images to the New Size Using Lightroom
Once you’ve cropped the image, it’s time to export the final cropped image for upload to your site. Start by right clicking and selecting ‘export’. The important part is how you set the file settings and image sizing:
- Image Format: Jpeg
- Quality: Between 70 – 90, 100 is typically not necessary.
- Colorspace: Srgb (anything on the web must have this colorspace set)
- Resize to fit: Width and Height – match your crop size
- Resolution: 72 pixels per inch (this is a standard screen res)
Everything else is up to you, or self-explanatory. Press ‘export’ and upload your images.
There you have it! The simple ‘how to take your own products on white photography the easy way, without having to buy tons of gear and complicated lighting’ article.
If you try this, please post an image of your setup and a final image so everyone can see what you did. We’d love to see the results!
About The Author
Jeff Delacruz is co-founder of Products On White Photography, a super easy way to get professional photographs of your products for your ecommerce website. You can follow Jeff’s photo exploits on Google+ or connect with us on the POW! Facebook Page.