corporate image

Business Attitudes Toward Photos

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1.   We know our website photos are poor, but we don’t care.
 
These businesses view website photos as a necessary evil—simply filling empty space as cheaply as possible. Image quality doesn’t matter to them.

2.   We don’t know the photos are poor.
 
This happens with businesses that rely on images taken by employees or other amateurs. These businesses believe that all images are essentially the same. They don’t know how to use photography.

3.   The photos are technically perfect, but still fall short.
 
This is especially common with business headshots, where the lighting may be ideal, but the pose or facial expression doesn’t convey the right message. The reason is always that the company hired a low-priced photographer because cheaper is seen as better.

4.   We know when photos are weak and we make an effort to fix them.
 
These businesses recognize the importance of brand image and understand that photos are a key communication tool. They make an effort to reshoot or retouch images when necessary in order to enhance their reputation.

 

Which one best describes your business?

 

The Small Details

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Some people say they don’t worry about the small details. But if you run a business, that’s the wrong approach. The small details are crucial—they’re the most visible to customers and the easiest to criticize.

If a business can’t get the small details right, how can customers trust it with bigger issues?

Small Details Noticed First

Small details are noticed by customers first. Whether it’s the spelling on your website, the design of an online form, or how promptly you return emails, attention to these details shows customers that you care about providing a good experience.
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Reach for the Top

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A job search engine company published its annual list of top Canadian employers. A printed version was inserted in today’s The Globe and Mail newspaper.

Not all of the selected top employers were profiled in the (online and printed) magazine. But by some strange coincidence, every company that was profiled just happened to have a paid ad in the publication.

If you flip through the magazine, you can tell which companies hired professional photographers and which decided to go with, uh, “other” photographers.

You will notice an awful lot of group pictures showing people doing nothing but standing or sitting around. There are also a number of photos that most professional photographers would’ve deleted. To be fair, there is one good group photo and several other acceptable images.
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Avoid fake news about your company

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Thanks to recent events in the USA, the phrase “fake news” has become popular. Fake news, the intentional publication of hoaxes and disinformation, has existed for many decades. For example: while standing in a supermarket checkout lane, you’ve probably noticed all those crazy headlines on tabloid magazine covers: cures for cancer, alien invasions, Bigfoot sightings, the end of the world, and so on.

Sometimes fake news is used to sway opinion but mostly it’s used to make money.

Fake news isn’t used just to influence elections. It’s routinely used online to garner web clicks which in turn helps generate money through advertising. Sometimes this is outright fake news and other times it’s clickbait headlines to trick readers. Unfortunately many legitimate news outlets shoot themselves in the foot when they do the same thing:
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If it sounds too cheap

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A Toronto-based mining company just found out that if it sounds cheap, it probably isn’t a bargain.

In February this year, a mining company requested a quote for business headshots of six executives for its new web site. I quoted about $1500 which might be average for a job like this. The company replied that it had “decided to go in another direction.”

A few days ago, the same company e-mailed to ask if my February quote was still good.

Before replying, I went to the company’s web site and saw six business portraits. The photos’ EXIF data revealed that these were shot by another Toronto photographer in late February, about two weeks after my quote was turned down.
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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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