Where To Point The Camera
We all know we need great pictures to complement our content that we are sending, sharing, and selling. Some of us even know how to make those great pictures (ahem…wink. wink.)
I just had a conversation with a client who needs to update their website for a new design and functionality they are incorporating. They are a tennis facility, and provide instruction for various age groups as well as playing opportunities year-round. In our preliminary discussion, we batted around some ideas of what they would like photographed. They know they need to update, and they have quite a recognizable facility.
What comes next though? Well, to help with that process, let me provide you with a list of leading questions that help get to the bottom of what need the pictures serve (besides just looking great and providing legitimacy, both important attributes on their own). These questions should develop a bit more insight into what your end goal is, as well as some intuition about what drives human behavior.
“By being intentional with our shot list, we can create images that accomplish an actual goal, whether it be increase sales, drive traffic, or convey a branding message”
Who is your intended audience?
This should always be the first question you ask. Otherwise, you are reverse-engineering. If your audience is potential clients, you’ll have a different approach than you might for retaining existing clients. If you’re looking to recruit new employees, your images may need to be created from different frame of mind/point of view.
What is the primary purpose and venue for these images?
If these are primarily for a website you are driving traffic to, you likely will go stronger with images that allow for incorporation into a website design, If you are creating images primarily for social media use, you might need more impactful standalone images that look great even as thumbnails. The same thought process applies to advertising images for use in display, print, or billboards. Different uses have different cropping and thematic requirements for the imagery.
What areas of your business could use an injection of attention, versus those that already are strong?
If you’re looking to grow areas of your business, you many need to focus on them with new imagery. For instance, if there is a class/product/service that is high profit, yet you are having lesser results with, that is a prime candidate for an image upgrade. I know it seems a bit counterintuitive to focus on an under-performing asset, but how else are you going to drive its’ performance up without visibility? Now, this doesn’t mean you ignore showing off the best assets-just don’t ignore ones that could be nurtured and grown.
Are there aspects of your business that lend themselves to telling a story? Are there aspects that are particularly compelling on an emotional level?
People love to see images where they can picture themselves being a participant. As a species, we are biologically compelled to seek out herd and group activities, but we are compelled by our egos to feel like we are individualistic. In other words, we want to feel like we are brave explorers, but we love safety in numbers. Showing similar people to your target audience engaged in the activity or using the product or service you wish to promote is always effective.
If you can show people aspirational imagery illustrating how to become a better version of themselves, they will pay attention and want more information.Your imagery has accomplished its’ mission when it compels someone to take action.
“Seeing your business through the eyes of someone who is not familiar with the business will give you a valuable and fresh perspective .”
Collaborating with someone who knows how to execute your vision is the best way to make sure that your images showcase what is most important to your business and deliver results. Creating a game plan for what images will yield those results takes a bit of thought and planning, but is definitely time well spent.