For Customers

Original photography for social media

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Recently I produced a number of photos for a sporting goods retailer to use on its social media channels. The company doesn’t do too much hard selling on social media. Instead it offers fitness tips and tries to motivate people to exercise more.

This retail chain uses a lot of original photography and video to get its message across. And that message is that the retailer cares about its customers’ fitness and well being.

Some companies make the mistake of using social media for advertising. But for long-term gain, you should be showing customers that there’s more to you than just selling product.

Help your customers use and enjoy your products. Cheer on your customers. Otherwise you’re just another store.

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Placebo Photos

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Most companies want to use custom photography because they know the importance of being authentic. But instead of following through, they’ll use cheap stock pictures since they think these photos are just as good.

We like to believe in our decisions. We want to think that we make smart choices. So we always try to justify the decisions we make. If you use cheap photos for your company’s marketing, you might think:

“At least we have pictures on our web site!”

“Other companies use cheap stock pictures so they must work.”

“We saved a ton of money by using cheap stock pictures, so we made a good choice.”

A cheap stock picture is just a placebo. A sugar pill. It’s a substitute for the real thing. Placebo photos only provide a psychological benefit to you. They do absolutely nothing for your customers.
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Portraits and self-esteem

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It’s long been known that portraits boost the self-esteem of children. Family portraits are the most effective but sports and school portraits also help. These portraits have to be on display in the home and not left on computer hard drives or hidden away in drawers.

If you have young children, including adolescents, be sure to get many portraits done throughout their early years. Formal family portraits, sports portraits, school portraits and casual portraits. It’s important.

And it’s not just for children. I’ve seen the positive effects that good portraits have had on girls in their late teens and early twenties. I’ve also seen what can happen with older women.
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Average Good Looks

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Do you think these two people are attractive?

 

The woman’s face is a mathematical average of 55 female business portraits I did last year. The man’s face is an average of 50 male portraits. The headshots used included a wide variety of people ranging in age from early 20s to early 70s.
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The Science of Business Portraits

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If you’re reluctant to get a new business portrait because you think you don’t have the looks of a movie star, then science is on your side.

A 2013 Princeton University study (link to PDF) found that a person with average facial appearance is perceived to be more trustworthy than someone with above-average looks. In fact, the perceived trustworthiness of a less than average-looking person was found to be about the same as for a very attractive person.

. . . we found consistent evidence for the notion that face typicality is an important determinant of perceived trustworthiness . . .

We’re also more attracted to average-looking faces. Many thousands of years of evolution have hardwired us to prefer average looks. Remember that most actors and models are only average looking (link to PDF) and they just have better stylists than the rest of us :-)
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Working with news photographers at your event

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If you’re planning a corporate event or any other type of event that you hope will attract the news media, then you may need some tips on how to work with the news or press photographers who will attend.

While the six media relations tips provided in that linked article may sound obvious, many companies, both big and small, can get it very wrong. It was no secret that Canada’s previous federal Conservative government was horrendously bad at running press conferences and photo ops.

“Photojournalists are not there to make your client look bad or good. We are there to represent the truth to the best of our ability and strive to maintain objectivity at all costs,” advised [Amber] Bracken [President of the News Photographers Association of Canada]. “At the same time, we also strive to capture the world beautifully, your client included.”

You need non-partisan press photographers to cover your event or photo opportunity so your company might earn the media blessing. Editorial photography published by news outlets is the most credible type of information. People trust what they see in a newspaper or magazine.

Similarly, most public relations photography and press release photography should also be editorial in nature and contain human interest. The best way to achieve this is to hire a photographer who has a journalism background and who has worked for a news publication.

 

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