Do your homework before investing in photos
Before you set foot in front of a camera…
Identify the gaps in your visual storytelling strategy.
When I first chat with potential Expert-business owner clients, my first question is always:
“Why do you need photos?”
It’s usually a two-fold answer:
“I’m redoing my website…” and, “I need photos for online content…”
And that’s usually it.
While those two areas of concern are extremely important for speakers, authors, trainers and other Expert-based business owners, this is not where the laundry list of photo needs ends.
And I let them know this during the conversation by rifling off a list of other areas of their online presence that ALSO need some photo TLC:
Speaker kit
Presentation slides
Printed materials
Email signature
Professional trade profiles
Podcast/Media kit
Proposals
When you’re looking to position yourself as an authority in your space of expertise, your image content needs to be consistently purposeful and high-quality across all the touch points throughout your online presence.
Not just your website and online content.
If the quality and look of your images wavers from touch point to touch point, that drops your prestige level in the eyes of those who are determining whether you’re the solution to their problems.
So why give them something to think about when this problem can be eliminated by minding the gaps in your visual storytelling strategy?
MINDING THE PHOTO GAPS
Look through every inch of your online presence, beginning with the touch points mentioned above, and assess the situation:
First - does this touch point even have a photo to begin with?
If so, do I recognize this person?
Does this photo feel outdated?
Is it reflective of where I am in my business and life?
Does it reflect honest aspects of my personality?
Does this photo visually punctuate the sentiment of the copy to which it’s connected?
What type of photo - headshot, portrait or action shot in person or virtually - would be a better alternative than this one?
How can I replace this stock photo with an image of my own?
If you want to position yourself visually as an authority, it’s important you focus on choosing the right photos for the right marketing projects.
While this approach to identifying the gap between how you position yourself visually now versus where you want to be is tedious and time consuming, the juice, ultimately, is worth the squeeze.
It will allow you the opportunity to attract those who need your help most by capturing their attention with vivid, compelling and honest images that draw people into your world.
And isn’t that the point, after all?
To learn more insights related to maximizing the value of your photos, I’ve created a Guide that lays it all out for you - it’s called Visual Storytelling Guide For Experts.