For Customers

A Canadian federal election will happen in about six weeks. In its campaigning, the Conservative Party apparently likes to use cheap stock pictures in its marketing.

On at least four occasions, those stock pictures, and stock video, had nothing to do with Canada or with what the political party was trying to promote. All the photos were shot in other countries.

No one at the Conservative Party probably gave any thought to using cheap stock pictures other than “they’re cheap!” The pictures have now backfired and the party has become an even bigger punchline.

The wealthy Conservative Party could’ve hired Canadian photographers to shoot timely pictures of real Canadian subjects in Canada. The party could’ve stood behind its words by supporting Canadian small business. It could have led by example. But the Conservatives decided it wasn’t worth it.

Sadly, this is not the first time a political party has done this.

Every business should know this by now: cheap stock pictures don’t work, they do not create a unique message, they’re boring to look at. Oh wait. Maybe that is the message of the Conservative Party.

When you cut corners by using cheap stock photos, you fool no one but yourselves. Stock pictures are worthless when you’re trying to build credibility and trust.