Most photographers just don't get it

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Remember, the primary goal of your photos should always be to stimulate sales. They should be visually striking, convey a sense of quality, and, most importantly, ignite desire.

Unfortunately, many professional photographers, graphic designers, creative directors, and ad agencies don't get it. They get so caught up in their desire to "be creative," win an award, or copy the latest fad that they miss the point. They forget that the whole reason they're hired is to increase sales.

Buyers are bombarded with information, overworked, and more than a little busy. They'll search for a particular product or service and compare your website or brochure with your competitors. Most will quickly scan your materials and look at the photos to get a feel for the quality of your company and what you're selling.

Because we think in pictures (think of your car - does an image come into thought or do words?), images have a profound influence on perceptions. It's crucial to have images that convey quality, create desire, and build trust. Your role in this, as a professional, is significant. Your images should be at least as good as your significant competitors and preferably better.

Utilizing high-quality professional photos can significantly enhance the perception of your products or services. The return on your investment through increased sales can be substantial.

Choosing low-quality images can inadvertently project a perception of a second-rate company and cheap products. The perceived cost savings are negligible compared to the potential sales losses.

Images that increase sales will return profits that far exceed their modest cost. Cheap shots will cause you to lose sales without you even knowing it.

Think of the internet as a dating site.

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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.

What would be the first thing you'd look for if you were on a dating site?

If you're like most people, check out their photos. What if they didn't have a picture? Would you think they had something to hide?

What if you saw a photo of Angelina Jolie or George Clooney on someone's listing? What would you think of them then? Would you trust them? That's what happens when the photos used aren't theirs. They're called stock photos.

Most people compare the photos, and if they like what they see, they read to find out more.

If you want your website to stand out and attract new business, it's crucial to understand the power of great images. Skimping on photography is a missed opportunity; as we all know, we buy with our eyes. Your website is constantly being compared to others, so investing in quality visuals that tell your story is essential.

Quality images not only attract but also create desire and inspire trust. Without them, potential customers may not even read about your offer. They'll leave your site and look for a more visually appealing option elsewhere, potentially costing you valuable business.

Painful.

Show what you do for those you serve

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Using original photography is a powerful way to elevate your brand and build trust with your audience. Stock images feel generic, but authentic visuals showcase your unique products, services, and team. High-quality, original photos help tell your brand’s story, make a lasting impression, and strengthen customer connections. Don’t just tell—show what you do.

Powerful photography helps tell your story.

Show what you make.

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In marketing, visual representation is key. Our brains are wired to think in pictures, just like your buyers'. Consider your daily routine: waking up, showering, and eating breakfast. Do you visualize these activities or describe them in words?

Now, think of your living room or a family member. Can you vividly portray them with just words, ensuring readers see the same image in their minds?

Images speak volumes in mere seconds, profoundly shaping buyers' perceptions. Yet, generic stock photos blend you in with the crowd.

Stand out from your competition. Show, don't just tell, and leave a lasting impression.

Look better than your competition.

Show what you've done for those you serve.

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Using original photography is a powerful way to elevate your brand and build trust with your audience. Authentic visuals showcase your unique products, services, and team. However, employee-shot photos don't cut it because they make you look unprofessional, and viewers will compare your website to your competitors. If a business lacks the confidence to use the best images it can get, why should anyone else have confidence in it? High-quality, original images help tell your brand’s story, make a lasting impression, and strengthen customer connections. Don’t just tell—show what you've done for others.

Powerful photography helps tell your story.

What makes you different?

 

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What makes you different?

What sets you apart from your competitors? Emphasize those unique advantages to your customers. Don’t just tell them—show them! Demonstrating your benefits can truly make a difference in their experience.

Consider this: if you blend in with everyone else in your industry, why would potential customers choose you over the competition? The only reason would be if you offered the lowest price. But keep this in mind: when customers come for the price, they will also leave for the price. Stand out by showcasing your unique value and quality, so that your customers choose you for reasons beyond just cost. Make them see that what you offer is worth their investment.

Educate buyers. If your product or service has clear advantages, show them! If you can't come up with any, then fix your company.

Do your images show what makes you unique?

Stand Out, Sell More, and Build Trust with Powerful Photography

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• Show what you do. Powerful photography tells a story

• Show what you make. Look better than your competition.

• Show who you are. Look confident, trustworthy, and likable.

• Increase your sales. We buy with our eyes. Make your first impression
   powerful.

The Hidden Cost of Cheap Photography

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Many businesses think they’re saving money by taking their own photos, hiring a bargain photographer, or relying on stock images. But in reality, these “cost-saving” choices could be costing them a fortune.

Think about it—how much is a single sale worth to your business in profit? Do your customers come back for repeat business? What is the average lifetime value of a client? Every time a potential customer scrolls past your marketing, unimpressed by generic or low-quality visuals, that’s revenue slipping through your fingers—without you even realizing it.

If you attract high-value clients, cheap photography isn’t just a minor compromise; it’s a major financial loss. First impressions matter, and uninspired visuals can make your business look unprofessional, untrustworthy, or simply forgettable.

Savvy marketers know better. They invest in high-quality, strategically crafted images designed to captivate, build trust, and drive action. The right visuals don’t just make an impact—they make you money. And when done right, they don’t just pay for themselves; they multiply your returns.

So, before you settle for “cheap,” ask yourself—how much are you really willing to lose?

Handcrafted Furniture Photography

Even though my studio is small, I'm occasionally called upon to photograph objects that are larger than my studio can comfortably accommodate. In these instances, I take my show on the road and take my studio equipment and background to their warehouse or factory and shoot there. This makes it easier for my clients because they have equipment and staff on hand to move things around if needed. It also saves them the expense of loading a truck, transporting to a studio, and having a couple of people away from the business for the day while they supervise a photo shoot. I shoot with my camera tethered to a laptop to the images can be studied and adjusted as their shot. The clients are able to give feedback on the spot, and the whole photoshoot moves much more quickly and efficiently.

Great photos of their furniture are essential not only for their websites but also for sending images to retail furniture stores so people can see that they can provide for customers.

The images below were recently shot in western Pennsylvania for a family owned furniture manufacturer. They make beautiful handcrafted furniture that is sold at craft fairs along the eastern seaboard. They contacted me because they were dissatisfied with the photographers in their region. They were all portrait and wedding photographers that lacked the knowledge, experience, and equipment needed to create images of their furniture that adequately captured their beauty.

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Medical device photography

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More and more I'm called upon when clients have medical products that require very specialized skills and equipment to photograph. Medical devices are among the most notable of these. They are often tiny and difficult to accurately move into position. They require additional equipment to move them around in front of the camera. The images must be of the highest standard and communicate quality and precision. 

At these magnifications, optical laws make conventional photographic techniques ineffective. Entirely different approaches are needed to get passable results, much less outstanding ones. Some medical device photos require compositing up to 200 images taken at different focus points to create one image that shows sharpness throughout the entire product. I must say though, that I love the challenge of capturing beautiful medical device images. Here are a few examples of medical products and devices. I've added insets in some of the medical device photos to show how tiny they are.

You can see more examples of my medical device photography at my site that show additional examples of my work in this specialty: MedicalDevicePhotography.com

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