by Annie Card
A contractor friend recently showed me some photos of a kitchen remodel he had just completed. He was proud of his work and rightly so. His materials and workmanship are top shelf and his clients are always thrilled. But the photos, some taken with his phone and others with a point and shoot camera simply didn’t do him justice.
Professional photographs will help you reach more customers, by showing just how good you are at what you do. At a recent meeting with another builder, I complimented him on the curved stairway to his office. He told me about the quiet, talented finish carpenter who built it, but missed out on other work because he had no photos to send parties who requested samples of his work.
Stop the bleeding! I could write a book about these missed opportunities, but I’d rather parse out some simple advice: SHOW. DON’T TELL. Whether you are a builder, a baker, an inn keeper, a manufacturer-- whatever you do, or whatever you sell, professional photos will help you.
Don’t tell me the owner loved his new soapstone sink and countertops, or the terraced garden you just completed. And please don’t take ten minutes describing the mango colored flowers you used as the finishing touch on a wedding cake last summer. I might scream if you go on about the smiling kids your favorite charity gave horseback riding lessons to, how they laughed.... and how you wish you had photos to show the donors. Yikes!
That was yesterday’s customer who was thrilled with your work. Pat yourself on the back and move on. You need to wow next month’s client, and next year’s and on and on. It’s a common ailment: "I’m a landscape architect. I have a camera, an eye and an index finger. I will photograph this $60,000 patio and terrace and explain to visitors at the home show that the first steps actually go farther right, but I couldn’t fit it all in one photo. Wish I’d moved that bike and the skateboard, so you could see the slope to the fountain better..."
Start photographing your successes now. Here's how to get started.
1. Tear out magazine photos for styles you like.
2. Collect brochures or other marketing materials you like.
3. Find a photographer whose work you think will do you justice. Set up a consult
4. Show her the samples you like-- good starting point to discuss scope of work.
5. Photograph only your most impressive work: this will be cost effective.
6. Get testimonials to accompany these photos.
7. Use these photos immediately: website, binder that you carry with you, brochures and trade show displays.
Annie Card, owner of Annie Card Creative Services helps businesses and
nonprofits put their best foot forward with all their marketing efforts.
603-924-6605
custom trade show displays