You don't know what you don't know...
For many experts looking to update their image portfolios, they have a roundabout idea of the types of photos that they need in order to update key areas of their online presence.
Oftentimes, during an initial call with prospective clients, they’ll initially rattle off a litany of images that either they or their team have compiled and assume that the list is exhaustive.
After I ask a few questions related to who they are, who they serve, the problems they solve and how, that initial shot list balloons exponentially.
How come?
Because you don’t know what you don’t know.
While there are several staples to every expert’s image portfolios, such as headshots and wider portraits, that’s only the starting point.
The goal is to create a comprehensive portfolio, which means experts need to dig deeper and truly uncover the wrinkles and nuances of their personality and business model and capture them in photos.
You see, it’s not enough to TELL your people how you help them get past what’s holding them back - you need to SHOW them what it looks like.
Whether it’s training, coaching or presenting on a screen or in a room, this needs to be accounted for in your portfolio.
Also, what does work look like to you outside of the client-facing activities? That also needs to be captured in photos.
How do you spend your time outside of the work itself that can serve as a relevant and relatable moment to share with your audience?
When you include lifestyle activities such as these, that helps to paint a broader picture of your world, which allows your audience of potential clients to visualize what it’s like to be in that world.
The easier you make it for them to visualize being there, the more likely it is for them to PAY to be there.
Keep this in mind the next time you hire a photographer to update your image portfolio.
Go in with an open mind and allow them to ask questions like the ones above and others that uncover the interesting nuggets of your business and lifestyle that needs to be accounted for in your image portfolio.
This will offer you and your team more creative latitude when putting together marketing materials that captures the attention of those you serve.