Have the goal in sight...

How do you ensure that you get value for your investment in photos?

You have a plan in place to use them - and then do it!

Far too often, I have expert clients who invest their hard earned money in a photo service, and then do nothing with them after they receive the portfolio of images.

Oh sure, they’ll change their social media profile photo, but that’s about it. The rest of these visual assets are simply ignored. 

On several occasions, I’ve followed up with these folks and asked them why they haven’t been using the photos. 

Their response?

They’re not sure where to start. 

Ugh. 

It’s not cool to simply wave good morning to a folder of images that’s collecting dust on your computer screen and do nothing else with them. 

It’s actually a waste of your time and money. And you’re constantly reminded of that when you see that folder.

Before you even think about setting up calls with potential photographers to conduct a photo session, you need to have an important conversation with yourself first.

First, set an intention that you’ll put a plan in place to leverage these images across your entire online presence, from your website to your online content, and everything in between. 

Then, sketch out the particulars, whether you do this with your team, or by yourself. Identify the specific touchpoints that need an immediate infusion of new photos.

Next, drill down and think more deeply about the types of photos that make sense in those specific areas. More headshots for your one-sheet? Lifestyle photos for blog thumbnails and online content? Photos of you speaking from the stage for your speaker page? On a screen to promote your virtual offerings? Images of your book to help keep it on top of mind for your audience? 

Then, think about not yet, but soon, marketing and promotional projects on the horizon and identify the types of photos that could benefit those particular assets, so you can create those images during the upcoming session, as well. 

Better to be prepared in advance than scramble at the last minute, right?

When you do the legwork before you pick up the phone and chat with a potential photographer, you’re more informed about what you need from them and the session, in general.

It helps to provide creative parameters that actually lead to creating a variety of additional assets that weren’t even discussed beforehand. 

In addition to defining the types of photos you need in your image portfolio, this prep work helps you qualify the specific type of photographer you hire, as well. 

When you have a better understanding of what you’re looking for, you can communicate that to them and see whether this falls within their skillset in order to deliver the work. It makes the qualification process smoother.

Ultimately, this think before you invest process ensures that you’ll get a solid return on your investment…

…an investment that ultimately bolsters your personal brand and helps to create distinction fro other experts in your space. 

Not a bad ROI, wouldn’t you say?