Stock Photo News from A-Z FOTOS. The first modern ezine combining the work of the creative professional with pictures, stock photography and marketing.

Stock Photo News

The First modern eZine to combine Pictures and Marketing

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Stock Photo News no. 13



The first Modern eZine combining Stock Photography and

March 2002


* From the Editor

* Text sell - not pictures!

* Guest article: Use The MOST VALUABLE Real Estate On Your
Web Site To Capture Your Visitors' Attention -- in 10
Seconds Or Less!
- - by Corey Rudl

* Take better Travel Pictures, Tip # 7:
Films for travelling

* Digital photography news

* Do you need more subscribers to your newsletter?

* Learn from free marketing courses

* More subscribers to your newsletter?

* Learn from free marketing courses

Archive of earlier issues of Stock Photo News at


Photos have a lot of power in attracting attention,
conveying a mood and 'say more than a thousand words', but
final buying decisions are mostly triggered by words. This
is basic knowledge but often not taken into account in
online marketing.
This issue of Stock Photo News helps you to use this fact
to spark the efficiency of your online marketing.
Just take a look on your closest competition to
make a review of their online performance regarding this
aspect, and you will see your own benefit of that
Corey Rudl has written about the main topic in
the guest article. He has proved his ability to harvest
from the knowledge of the different power and function of
pictures and the written word. Read for yourself and use
your imagination to exchange his examples with examples
relevant for your own products and service.

Still sitting far from my normal office and resources for
producing Stock Photo News, I apologize for not being as
well informed as usual. And I apologize for a missing
English language correction before publication. Anyway, I
hope you will enjoy this issue and find useful information
for your work. Enjoy your reading of Stock Photo News.

Soren Breiting

A-Z FOTOS "Find Stock Photos from most of the World"

Comments, tips and relevant articles are appreciated. Send
email to both sb@ & sorenbreiting@
(Please, remark the incerted space to avoid email harvesting).

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This headline is horrible to write for a stock
photographer! Nevertheless it is true. The right picture at
your website might catch the attention of the visitor, but
you need the proper web copy to lead the visitor's attention
in the wanted direction, often meaning to a final buying
decision. If you can't bring the visitor to buy anything
your next best catch is to get the email address and his or
her accept of allowing you to send some further information
in the future (to this potential customer).

To go to the extreme we must realise that even a stock
photo website needs to consider the importance of the web
copy. The pictures at the site might look just right for
the visitor's creative production, but how to be sure about
the quality of the delivered scans? Or speed of delivery or
the final price or what ever? Only text can persuade the
visitor about such concerns.

The one who masters to write the web copy or to get
professional help from others to do so will get the most
satisfying online presence. Take your time to digest the
article by Corey Rudl below.

Soren Breiting


-- by Corey Rudl

Just like in spy movies where the hero has 10 suspense-
filled seconds to dispose of his or her latest assignment
before it self-destructs, you have an equally short 10
seconds to grab your visitors' attention before your
chances of making a sale self-destruct... and your
first-time visitors leave your site forever.

Your mission, should you choose to accept it, is to make
those critical 10 seconds count by ensuring that the first
fold of your web site (the first screen of your web site
visible without scrolling) snags the attention of your
visitors with a compelling benefit that persuades them to
stay just a few minutes longer to find out what you're


The first fold is literally the most valuable real estate
on your web site because this is the screen that your
visitors absorb during the first 10 seconds of their visit
and use to make their "should I stay or should I go"
decision. That's why you'll frequently hear me refer to
"the 10-second rule."

The first fold of your web site needs to be strategically
designed so that, in 10 seconds or less, it clearly
communicates the biggest, most compelling benefit you have
to offer your visitors.

I know this concept probably sounds simple enough; however,
most web site owners make fatal mistakes here that drive
visitors away and limit the sales potential of their sites.

In the process of trying to "tell it all"... "sell it all"
.. or "dazzle `em all," they just end up "confusing `em
all." Or they assume that their web site will sell the
offer itself and don't provide any information.

Think about all of those times you've arrived at web sites

- Overwhelm you with graphics

- Point you in 14 different directions with links here,
there, and everywhere

- Annoy you with flashy banners

- Slow you down with long, pointless Flash presentations

- Spend the entire first page talking about "Mission

- And just plain drive you away with a lack of relevant

We've all been to (and been frustrated by) these sites. So
what can you do to ensure that your site isn't one of them?


Any professional copywriter will tell you that your
headline can make or break your success. Unfortunately,
this is an element that is sorely undervalued by most site

The very first thing that should draw the eyes of your
visitors when they arrive at your web site is a headline
that clearly states the biggest benefit your site has to
offer. Graphics, logos, illustrations, menus, links,
etc... should never overpower or distract from this
critical element.

Your headline should be located at the very top, center of
the page in a larger font size that naturally attracts
attention. It should communicate information about what
you offer and how you're going to:

- Make visitors' lives easier

- Save them money

- Save them time

- Help them in their personal lives

- Provide additional income

- Entertain them

- Make them more attractive

- Help them feel better

Plus, it should be visually appealing. For your headline to
be most effective, your visitors must be able to absorb
the benefits it shares in a glance. So you not only need
to write a killer headline, you need to strategically
format it!

To illustrate these points, let's pretend that you're
brainstorming headlines for your web site that sells
plastic cutlery (i.e. plastic knives, forks, and spoons):


"Welcome to"

COMMENTS: Your domain name should NEVER be used as your
title. It doesn't communicate a benefit or give visitors a
reason to stay.


"Buy Our Perfect Picnic Pals"

COMMENTS: You know what this means, but your visitors
won't. Are you selling bug spray? Wine? Picnic baskets?
Friends to picnic with? Visitors should never have to read
through your site to understand your title. The benefit
should be clear to everyone immediately.


"Stick A Plastic Fork In It When It's Done"

COMMENTS: Don't worry about being clever, worry about
being clear. While cute slogans might be fun to write, be
careful that they're doing more than amuse -- make sure
they're selling visitors on why your site is worth their


"Durable Plastic Nourishment Ingesting Utensils Comprised
Of Plasticizers, Fillers, Pigments, And Other Additives"

COMMENTS: Huh? Speak in a language that your target market
is going to understand. You're only impressing yourself by
overusing big words in long, complicated sentences. Good
writing is clear and concise. So are good headlines.


"Choose From Our Wide Selection Of Brand Name Plastic
Cutlery (Over 200 Tested, Proven Durable Styles)...
Including The Top 10 Patterns The Hollywood Stars Use"

COMMENTS: Now I admit that this last headline is a bit of
a stretch, but if you are in the market for designer
plastic utensils, these might be the major benefits you
are looking for. Notice that this headline clearly
expresses benefits like:

a) Choose from a wide selection of plastic cutlery (over
200 styles)...

b) Choose from brand name cutlery...

c) And choose from patterns the stars use.

Now if you were formatting this headline in HTML, you'd
want to carefully use centering and line breaks, along
with bolding, italics, and brackets, to place special
emphasis on certain words and phrases that make it easier
to read in a glance.

This is how you make the benefits in your carefully
written headline jump out at your visitors.


The next critical element that should appear within the
first fold of your web site is an opt-in e-mail form that
offers visitors a compelling reason to become a subscriber.

Not every person is going to buy from you the first time
they visit your site, so it's very important that you
capture their names and e-mail addresses before they leave.

You've spent the time, money, and energy getting your site
listed in the search engines, recruiting link partners,
purchasing advertising in industry newsletters, writing
free promotional articles, etc... Why would you let these
targeted visitors slip away?

Of course, these days including an opt-in e-mail form with
text like "Subscribe Now" or "Free Newsletter" is not

E-mail is no longer a novelty for most people, and there
are literally thousands of sites pushing their "free"
newsletters. So it's extremely important that you give your
visitors a compelling reason to share their names and
e-mail addresses.

For example, referring back to the plastic cutlery web
site, a good subscription offer might read something like

----------------------------------------------- Subscribe
to our FREE monthly "Plastic Cutlery" Newsletter and learn
the secrets Hollywood stars use to throw some of the
hottest, most talked-about parties... for almost no cost!

PLUS, Subscribe today, and you'll immediately receive our
exclusive report, "10 Secrets About Buying In Bulk That
Plastic Cutlery Manufacturers Don't Want You To Know!"

Notice that you're not only letting visitors know that
their subscription will be free, you're telling them
exactly what your newsletter is about, how frequently
they'll be receiving it, and how they're going to benefit
from it.

Plus, you're giving them the added incentive of a special
bonus report that contains information they're going to
value (and that's going to establish your credibility!).


The other critical element that should appear within the
first fold of your web site is your navigation menu, which
should be placed somewhere on the top, left of every page.

When visitors first arrive at your site, they should be
able to see in a glance that your site is going to be easy
to navigate.

If your visitors are struggling to get around, then they're
not thinking about your offer. And if they're not thinking
about your offer, they're going to leave! So rather than
scatter links around your homepage, group them together in
a concise menu that's easy to understand and use.

I should point out that part of making your navigation menu
easy to use involves carefully choosing your menu button
names. For example, a poorly labeled menu on your plastic
cutlery site might look something like this:

- What's Cool - Meet Bob - Statistics - Background -

Notice that none of these buttons give the visitor
information about how they're going to benefit from
clicking on them. This is a very common mistake. Don't
assume that your visitors will instinctively know what
these buttons mean. Choose compelling link and button
names that are both benefit- oriented and clear!

A better menu might look something like this:

- Home - FREE Plastic Cutlery - Hollywood Star Favorites
- 200 Cutlery Designs - Cutlery Care Tips - About Us -
Contact Us

Notice that each of these menu options clearly tells the
visitor where they're going to go or what they're going to
get by clicking on them.


Once you understand the key elements that should
immediately grab your visitors' attention within the first
fold of your web site, the elements to avoid become

#1: Avoid Links And Banners That Drive Traffic Away From
Your Offer

Be careful not to drive traffic away from your web site
with distracting banners and links. While there are some
situations that warrant placing a banner at the top of your
homepage (i.e. you're promoting an affiliate product or
you're selling your advertising space), you need to make
sure you're not driving your traffic right into the hands
of your competition.

For example, if you're selling books about plastic cutlery,
you shouldn't have a link to at the top of your
homepage. is a HUGE, well-established
bookseller that has already established its credibility
with online book buyers.

If you present your visitors with the choice of purchasing
their plastic cutlery books from you or, they're
likely going to choose

Think carefully before placing any links or banners within
the first fold of your web site; this is where you should
be directing visitors towards your offer, not away from
your site!

#2: Avoid Distracting Graphics And Animation

Words sell, not graphics. So if visitors spend the first 10
seconds at your site trying to figure out how to make your
long Flash presentation stop, or waiting for large
graphics to load, you can be sure that they're not going
to stick around.

While there is a time and place for graphics and animation,
be certain that if you've chosen to include any on your
site, you've done so to strategically enhance your message
and illustrate a benefit -- not for your own

Your friends and family will be far more impressed by the
long-term profits your site generates than by flashy,
spinning images.

#3: Avoid Sharing Ordering Information Too Soon

While your product type and offer will ultimately dictate
how you lead your visitors to the sale, it's generally a
good idea to avoid any mention of ordering or buying until
you've established the value of your offer as this tends to
scare people away.

Like any good salesperson, you first need to establish your
credibility and explain how your product or service is
going to benefit the visitor before asking for the order.

#4: Avoid "About You" Text Like Mission Statements

Here's a personal pet peeve of mine. Sites that seem intent
on boring you to death with long, elaborate pages that
talk about company goals and mission statements.

Think about it for a minute... A mission statement is about
what your company wants to achieve, not about how your
visitors are going to benefit from doing business with you.

Yes, in some cases these benefits may be implied in your
mission statement. But you can't honestly expect your
visitors to wade through all of your pomp and ceremony to
figure out how you're going to help them.

If you MUST include this information on your site, don't
place it in the first fold of your homepage where visitors
are looking for clear, specific details about why your site
is worth their time.


The first fold is the most valuable real estate on your web
site because this is where new visitors make their
10-second decision to stay or go.

That's why you need to side-step the tempting design errors
like misplaced banners, distracting animation, wordy
mission statements, and premature ordering information,
and use this space to carefully:

1) Communicate the biggest benefit your web site has to

2) Persuade your visitors to opt-in to your mailing list,

3) And convince them that your site will be a breeze to

This is how you'll not only dramatically increase the
average length of a visitor's stay, it's how you'll also
dramatically increase your overall sales!

Corey Rudl is the owner of four highly successful
online businesses that attract more than 6
million visitors and generate over $5.2 million each year.
He is also the author of the #1 best-selling Internet
Marketing course online.

To check out his site that's JAM-PACKED WITH THE EXACT
INFORMATION YOU NEED to start, build, and grow your very
own profitable Internet business, I highly recommend

This guy really knows what he's talking about!
Corey Rudl is using "Mailloop -- Business Automation
Software" to deliver his sophisticated communication with
old and potential costumers, including his newsletters.

Learn how Mailloop also can help you AUTOMATE YOUR ENTIRE
BUSINESS by instantly filtering your e-mail, running your
newsletters, importing your leads or orders into a
database, automatically e-mailing your personalized
customer database, taking care of an unlimited amount of
autoresponses, etc.

To learn more about how YOU can do this, go to:

Take better Travel Pictures # 7


If you are serious about your photography and take colour
slides, you will be most satisfied with films in the 100
ASA range. These films are also suitable for most
publications. If you take pictures for paper prints for
your personal use, a 200 ASA film of a recognised brand
will do. The speed of a 200 ASA film is quick enough to
enable you to take pictures in most light situations as
long as you also carry a flash. The relative high speed
will stretch the power supply of your flash and make it
more sufficient, too. At the same time a 200 ASA film is
acceptably fine grained for both small paper prints and
enlargement up to, say A4 format. The x-ray dose at the
airport shouldn't hurt this film speed, normally (but much
faster films will be in danger). Anyway try to have your
films hand checked if you are not sure about the
performance of the x-ray scanner in the airport.
In earlier days I always brought a variety of films with me on
travel, covering speeds from 25 ASA to 400 ASA, or even up
to 1600 ASA. But after some crucial mistakes in Australia
due to my frequent exchange of cameras and films, I have
settled with 100 ASA (for 35 mm and medium format films).
It makes my life on the go easier and if needed I can
always push for more speed in the development.
For general personal photography the brand of the film
is not so critical. It is much more important when traveling
in the 3rd world that your films are fresh and kept cool.
Remember that when you occasionally are out of film far
from home.
The take over of digital photography will soon make these
considerations old-fashioned.

Have continued good luck with your travel photography.

Soren Breiting


In professional photography the move from traditional film
to digital capture is now going very fast. It's not the
aim of Stock Photo News to focus on new equipment, but
these months some breaking news should be known by all
creative professionals. 2002 will be the year when it is
within reach of all professionals to be equipped with a
digital camera capable of delivering digital pictures of
sufficient quality to match traditional photography.
The following cameras are in the pipeline from the main
camera producers:
Canon EOS D60, with 6 million pixels
Nikon D100, with 6 million pixels
Fuji S2 Pro, with 6 million pixels
Sigma SD9, with 3.5 million pixels of special quality*
*The Sigma model will be the first camera to use the
revolutionary Foveon sensor which I expect will be pointing
the direction of future development of digitalization of
pictures. Bill Gates is said to support this direction of
chip development.
These models will supplement the more expensive full
professional models (more expensive) already
introduced last year:
Canon EOS 1D, with 4 million pixels
Nikon D1X, with 6 million pixels
Nikon D1H, with 2,6 million pixels
An addition to this category is:
Contax N Digital, A full frame 6 million pixels camera.
All other digital lens reflex cameras mentioned above are only
able to capture a smaller area compared to the film area.
This change the function of the lenses, so a wide angel lens
will act with less effect and a tele lens will function as
a stronger tele lens. A bigger problem is that this will
quest a higher optical quality of the lens to mach
photography with film with the same camera system maing use
of the full frame.
Keep an eye on where
you will find the best reviews to keep you informed.

As you know, scanners for slides of all sizes are already
available of outstanding quality for reasonable prices for
all creative professionals.


Many subscribers to this newsletter have signed up to get
it from a free co-operation we are participating in. We
call it the blue sign-up pop-up. Subscribers from this
co-operation are high quality people signing up based on
their interest in what your newsletter has to offer them.

You can see this pop-up in function here: ,
when you leave the first page. You will find the sign up
details here
(you need the long unbroken link):


You are offered a number of useful courses in marketing and
other relevant aspects of having a successful website. Just
go to


Please remember !

If you have any idea of friends or colleagues you think
would find this newsletter useful, PLEASE send them a
personal email or send an email by a click on Recommend-It.

(You can win 10.000 dollars)

THANK YOU for reading and recommending Stock Photo News.
See you in the next Stock Photo Newsletter!

Soren Breiting

Copyright 2002 by Soren Breiting, A-Z FOTOS. "Find Stock Photos from most of
the World"

Email me at: sb@ & sorenbreiting@
(Please, remark the incerted space to avoid email harvesting).

You are welcome to forward this newsletter to a friend or
to post it on your own website as long as you keep >all<
content, including the copyright notion and contact
information, intact and keep all links.

Stock Photo News is 'in principle' a monthly newsletter
edited by Soren Breiting. Due to many travels abroad it is
impossible for me to keep the schedule of the issues
strictly fitting to each month. My intention is to bring
quality information that is not outdated a month or two

To sign up for or to cancel your subscription go to


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Stock Photo News is your professional ezine to keep in touch with the trends of the online market for photography. By combining marketing issues with stock photography and how to make the most out of pictures this monthly ezine helps you not to loose on the dynamic market for pictures and how they are used.

Stock Photo News takes the pulse of the stock photo industry and gives you hints on how to search for stock photography and where to get the best pictures.

News about new picture agencies, merging stock photo agencies and other important changes for the creative professional are brought in many issues.

Even for the budding stock photographer or the student of creative productions this photo ezine should be well worth studying as it is dealing with the potential of pictures and offer stock photo news related to marketing and stock photography - including the newest information about stock photo distributors / picture agencies.

Stock Photo News has been published since 1999 and was the first professional newsletter to combine pictures and marketing.

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