The internet is a giant match.com, and your website is your "listing". You're competing with other businesses to attract people who are deciding who to "ask out" (someone they'd like to do business with). They're searching, and they're comparing you to others. They have MANY to choose from.
If you were on a dating site what would be the first thing you'd look for?
If you're like most people, you'd check out their photos. What if they didn't have a photo? What would you think?
What if you saw a photo of Angelina Jolie or George Clooney on someone's listing? What would you think then? Could you trust them? That's what happens when the photos used aren't theirs. They're called stock photos.
Most people compare the photos, then if they like what they see they read to find out more.
If you want your website to attract new business, great images are vitally important. It's foolish to skimp on photography because we buy with our eyes. Your website is being compared to others. Lots of others.
You need images that attract, create desire and inspire trust. If you don't have them, they won't even read about what you have to offer. They'll just leave your site and go elsewhere.
Painful, isn't it?
Quote of the day
"People hear what they see; we must communicate visually."
Harry Beckwith - Internationally acclaimed marketer and author of "Selling the Invisible"
Harry Beckwith - Internationally acclaimed marketer and author of "Selling the Invisible"
Who is your target audience?
Your marketing will be much more effective if you tailor your message to a particular target audience. Those people who have absolutely the most to gain by using your product or service.
People buy for their reasons, not yours. You must figure out all the benefits of what you offer, who will benefit the most, and how to communicate those benefits to them in a way that gets and holds their attention as quickly as possible. Photos greatly speed up communication, but they too must be crafted to communicate the message you want and designed to appeal to the demographics of your target audience.
People buy for their reasons, not yours. You must figure out all the benefits of what you offer, who will benefit the most, and how to communicate those benefits to them in a way that gets and holds their attention as quickly as possible. Photos greatly speed up communication, but they too must be crafted to communicate the message you want and designed to appeal to the demographics of your target audience.
Quote of the day
"The meeting of preparation with opportunity generates the offspring we call luck." Tony Robbins
Recent assignment for a jewelry ad
Click on the image to see it larger.
This image was created for a full page ad for jewelry from Alaska. It will appear in magazines on Alaskan cruise ships in addition to posters.
The jewelry is intentionally the sharpest part of the image so that the viewer's attention is drawn to it. Everything else plays a supporting role to frame and draw attention to the jewelry.
The cuffs of the coat form the top of a heart.
Images for print ads.
You have only a couple of seconds to grab a reader's attention, and a great image is often the most effective way to do it.
When people look at ads, almost all of them look at the image before they'll even think about looking at the words. However, the image must relate to what your selling, otherwise you just create confusion and people won't bother to read your ad.
The image should be custom made to reinforce the words in your ad. If you don't, you risk wasting your entire ad budget. If you're selling a product it should also create desire.
When people look at ads, almost all of them look at the image before they'll even think about looking at the words. However, the image must relate to what your selling, otherwise you just create confusion and people won't bother to read your ad.
The image should be custom made to reinforce the words in your ad. If you don't, you risk wasting your entire ad budget. If you're selling a product it should also create desire.
Recent assignment for a magazine cover
Click on the image to see it larger.
This image of a fund-raiser was produced last week for the cover of a Philanthropy magazine. More space was left around her than is shown above to allow room for the masthead and type on the sides. The magazine requested pastel colors for the background so the background was made lighter and also softer to allow for better readability of the type. She brought a couple of different colored jackets and when I saw that one closely matched the colors of some nearby flowers, I decided to use this jacket and position her to one side of the flowers so the colors would repeat. I wanted something both soft and upbeat.
Images communicate best when they are tailored to fit the use, the desired mood, and the audience. The style and approach taken must vary based on the situation. There should always be a combination of planning and an awareness of new possibilities when producing an image. A photographer who produces images that always look similar is more like an omelette maker (who just knows how to make one thing) than a chef. A really good chef has the imagination to take a bunch of ingredients at hand and whip up something wonderful. Same with the best photographers.
Quote of the day
" "Think simple" as my old master used to say - meaning reduce the whole of it's parts into the simplest terms, getting back to first principles."
Frank Lloyd Wright
Frank Lloyd Wright
Subscribe to:
Posts (Atom)
