How Will You Know?

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Many companies measure what they do so they can determine what works and what doesn’t. So how do you measure the success of the pictures produced by a corporate photographer? How will you know that you hired the right photographer?

Is it as simple as whether or not the pictures are in focus? Is it enough that the photos look nice? Is the price you paid all that matters?

Businesses want results for the money they spend on corporate photography. Just having pretty pictures isn’t enough. They need some way of measuring the effectiveness of the photographs.

You can measure the effectiveness of pictures on social media when viewers “like” or retweet a photo. On some web pages, you might count page impressions or the number of clicks on a call-to-action link.

But how do you measure, for example, the effectiveness of the business portraits on your “About Us” page? How do you know that your photos are sending the right message?
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2,000 Portrait Customers Can’t Be Wrong

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I’ve shot at least two thousand portraits over the past thirty-three years. Business portraits, environmental portraits, editorial portraits, magazine portraits, author and writer portraits, political campaign portraits, athlete and team portraits, headshots for actors, models and musicians, some family, children and pet portraits, a couple dozen prom portraits, a handful of bride and groom portraits and two maternity portraits.

Toronto Maple Leafs captain Mats Sundin (L) and goaltender Curtis Joseph pose together for a poster in 1999.

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Turning Down Congestion

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The Globe and Mail today published an article titled, Fed up with traffic, contractors refuse to work in Vancouver, which stated:

[Vancouver] homeowners are facing the high cost of renovation and maintenance as tradespeople either opt out of working in the city entirely, or charge extra for having to go there.

A big reason for the premium cost of hiring the trades is the city’s traffic, contractors say. Vancouver traffic is so congested, and so time-consuming, it makes working there a losing proposition.

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Negotiating Need

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I received an email from a local photographer about my previous post. This photographer couldn’t see anything wrong with doing 70 business headshots for $1,000 (i.e., $14 per portrait). She said she “would be thrilled” to make $1,000 in one day. She said she’s been a professional photographer for ten years.

Sigh.

After a couple of e-mail exchanges, it was clear this photographer didn’t know the difference between revenue and profit. She knew nothing about overhead costs, didn’t track any of her expenses and didn’t even have an Ontario business licence. But yet she’s a “professional”.
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It’s the photographer not the price

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If you’re about to hire a photographer then remember that you get what you pay for. Low price always gets you low quality.

Business headshots never cost anywhere near $15 each no matter what the volume. Expect *at least* quadruple that amount for a high volume shoot with minimal editing.

When you hire a photographer, you’re paying partly for the photography and partly for the photographer. The experience and quality of the photographer directly affects the success of the photos. Pictures do not create themselves nor do cameras create pictures.

If one professional is saying they will do the work for $100 per hour and another is quoting you $200 per hour, your instinct shouldn’t immediately jump to the one offering the lowest price.

As an example, maybe the higher-priced solution has the learnings from a 20 year career vs. a 5 year career, to help you avoid more known pitfalls that you don’t even see coming. Or, they have helped 20 clients succeed in similar situations, vs. 2 clients succeed . . .

– George Deeb, Forbes

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Campaigning for Attention

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Ontario has a provincial election in two weeks. But this election seems to have far fewer lawn signs and billboards than in the past. Many (most?) campaign signs don’t have a picture of the candidate.

Perhaps having fewer campaign posters is a result of cost-cutting. Fewer lawn signs and billboards but a lot more robocalls. Or maybe candidates are relying more on social media.

Why don’t all candidates use a business portrait of themselves? Is this also because of cost? A sign with a colour photo requires four-colour printing but a plain lawn sign is usually just a single spot colour. Or maybe people don’t vote for a candidate but rather they vote for a political party so a business headshot might seem unnecessary.

But not using a candidate headshot is an odd place to cut costs. Many studies over the past 35 years have proven that a good headshot will earn more votes. The lack of a business headshot also greatly reduces the amount of attention a candidate (and their lawns signs) will get.
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Mind Your Own Business

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It’s been said the most important thing to learn is how to learn.

Most people will do a Web search when they need to learn something because it’s fast and free. But search engines offer disconnected, unverified information in random order. The searcher has to know how to interpret and verify the found information. They have to know how to learn.

The purpose of search engines is to offer shortcuts to what you *might* want to know. This is okay when you just want some quick information but it’s usually not good enough when you want to gain knowledge.

By making it easy, search engines don’t really help us learn. Search engines tell us what we asked for and not necessarily what we need to know. Search results can make you think you’ve learned something when, in fact, you haven’t (link to PDF). There’s a difference between knowing a few facts and actually learning something.
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