As someone who shows 2x per year in the lower level jumpers and ALWAYS buys a photo - what would make me buy more is flat shots and “candid” shots. Even with how little I show, I’m definitely hitting the “how many more photos over a 0.85m vertical do I need?” point. A great gallop photo or ingate candid would be so much more special.
I showed a few weeks ago and when the photos came out, about half the riders in my ring had a shot of them patting their horse or just smiling as they came back to the gate, and I was so bummed there wasn’t one of me! I actually texted my friends about it saying I wish more photographers took that “pat at the end of the round” photo, and that I bet they’d sell plenty of them - because even if you don’t like any of the photos of you jumping, you’re BOUND to like the photo of you patting your horse. If they’d had a cute shot of me cantering to the first fence or patting my horse, I’d probably have bought both that and a jumping photo.
I think fast turnaround helps, too - one big photographer in my area often takes weeks to upload photos. They are super organized and broken down into folders by ring, class, and exhibitor, but I’m happy to click through a trillion photos of my division and find myself if it means I get the photos faster. Most people just want something to upload to social quickly and remember the day by. And some of us are in divisions where the jumping photos aren’t always so impressive, so a bigger diversity of shots would be so nice.