What’s in Your Photo Closet?

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The start of a new year is an ideal time for a company to re-evaluate its business photography and consider updating its images. Just as schools have a “picture day” at the beginning of each new year, businesses should do the same.

Like a loaf of bread, business headshots can go stale after a while. While you might be tempted to keep using that 12-year-old portrait from when you had fewer wrinkles, the shelf life of a business photo is typically about two years. There’s a reason most annual reports require fresh executive portraits each year. Perhaps it’s time to show your customers that your president owns a tie that’s not from the last century!
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Trust Insurance

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Today, I received an information package from an insurance company from which I might buy a policy. The opening page uses the phrase “trust us” three times, including in a headline. But why should I trust them?

• The information package uses only cheap stock pictures of anonymous, generic people including the cliché woman-wearing-telephone-headset.

• The generic message from the company president has no photo.

• The company’s address is a post office box. If it had a photo of their office, at least that would’ve added some credibility.

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Happiness Is A Warm Camera

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A few random thoughts as we start a new year of photography:

Creating a good photograph is like a savings account. The more you put into it, the more interest you earn.

Behind every good photographer is a thousand bad pictures.

Bad pictures can often be caused by a loose screw behind the viewfinder.

It’s not a mistake unless someone notices.

Never judge a photographer by their pictures.

Sometimes the best photographs happen only after reading the camera manual.

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Work One Day Per Year

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How would you like to work only one day a year? And, it wouldn’t even be a full day because you’d get to leave early at 2:30 pm.

It’s easy.

First, get a job as one of Canada’s top CEOs.

From today’s press release by the Canadian Centre for Policy Alternatives (CCPA):

“At this rate of reward, this handful of elite CEOs pocket the equivalent of the average Canadian wage by 2:30 pm on January 3 – the first working day of the year,” says the study’s author and CCPA Research Associate Hugh Mackenzie.

The study, titled Recession-Proof and based on 2009 data, can be downloaded from the CCPA site. The year 2009 was the worst recession year for Canada, (at least, so far).

Photographers take note: an important point from this is that the average Canadian annual income is about $43,000 ($48,100 for men and $32,100 for women). According to Statistics Canada numbers, this average annual income hasn’t really changed much in several years.

The average “artist” earns about $23,500 per year. The average Canadian minimum wage is $19,877. And just to point out, actors and musicians can earn much less.

 

The Message of the Medium

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This December 31st will mark the 30th anniversary of the death of Canadian university professor, philosopher and author Marshall McLuhan.

Over 40 years ago, McLuhan made many interesting observations about mass communications that still apply in today’s World Wide Web, which was launched almost exactly ten years after McLuhan’s death.

One of his most well-known sayings from the 1960s, “The medium is the message”,  seems to describe the Web perfectly.

Observations on Media

“The new electronic interdependence recreates the world in the image of a global village.”

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Signs of a Bad Gift

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Here are some signs that you’ve probably received a bad Christmas gift:

The gift tag says: “To whom it may concern”.

The gift wrapping is mostly duct tape.

It comes with a warning from the Ministry of Health.

The gift requires scratching and sniffing.

Its Best Before Date was last Christmas.

It’s been banned in most other countries.

It’s made completely from toothpicks.

It comes in a six-pack.

It requires ammunition.

The description on the box includes the phrase “hair removal”.

It was purchased from an all-night taxidermist.

It comes with a no-return, no-exchange policy.

 

Perception of value

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The repair guy comes to fix the washing machine. The machine is quickly fixed in 25 minutes and the charge is $175.

What?! $175 for only 25 minutes of work?! That’s an outrage!

The repair guy comes to fix the washing machine. The machine is eventually fixed after tinkering with it for 4 hours and the charge is $175.

What? $175 for 4 hours of work? That’s not too bad.

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A photographer charges $13,000 to do 24 portraits.

What?! $13,000 for just 24 pictures?! That’s an outrage!

A photographer charges $13,000 for five days of photography, transporting a full studio setup to the location five times, four days of retouching dozens of photos, assistant fees for five days, equipment expenses, other overhead expenses, full copyright transfer and 24 timeless portraits.

What? Only $540 per portrait? That’s not too bad.

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A customer’s willingness to pay is based upon their perception of value (aka “the customer is always right”).

For better or worse, this perception comes more from the customer’s recognition of the effort involved in producing a product or service rather than from the benefit to be gained. It’s difficult for many people to “see” something that’s intangible or, at least, something that’s not immediate.

Customers generally won’t pay for efforts they don’t recognize or understand. Of course, the hard part is getting the customer to recognize the effort involved. An educated customer is always the best customer.

 

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