Phenomenal in Photographs: Your photo in business

by Leslie Davies

With increasing frequency more people are using photographs on their business cards, websites, promotional materials, book jackets and speakers bios. And with good reason…our global market is becoming increasingly competitive and if we can somehow appeal emotionally to a prospective customer AND be remembered we have immediately differentiated ourselves! The trick is to make sure our photograph is being remembered for positive reasons and not negative ones. The goal when we publish our photo is to connect with others, be remembered, and hopefully give them insight into who we truly are. Pick up a couple of books around your office or house and seek out the author's photograph. What emotions are conjured up when you look at the photo? Do you connect with the individual? Are you indifferent or pushed away? Compare the photos of the authors that you "connect" with to the ones that you don't. Are there any similarities? Is it the warmth in their eyes or their smile that draws you in? Do you get a sense of the author's personality? If it is a business publication, does the author appear credible? Trustworthy? How does the quality of the photo influence your perceptions of the individual?

While having my own photographs taken for promotional materials I had to schedule three separate sittings for my photographs because I wasn't happy with the results - my fault, not my photographers! Through this experience I discovered nine ways to take your photo experience and results from frustrating to phenomenal!

1. Avoid the "Do-it-Yourself" photo
   Invest in hiring a professional. If your desire is to project professional credibility and quality to your prospective customers hire a professional photographer to produce superior results for you. You may choose an outdoor location or studio depending on the "feel" that you want your image to have. Regardless of the setting, your photographer will be able to adjust the lighting, your pose and posture for a great picture. If it is important to you that the photo doesn't feel "conjured" communicate this to your photographer. A professionally taken photo does not necessarily mean artificial looking. A professional photographer can provide you with electronic photos available to you on disc or sent via email for future use. Always choose to purchase at least 2 of your favorite photos so that you can alternate their use depending on the application of where you are having your photo published.
2. Identify your target market and audience you want to appeal to - THEN select your clothing.
   Identify and list what qualities are valued by your prospective customers/audience - these should be in alignment with the qualities that you possess. Creativity? Conservatism? Professionalism? Innovation? Warmth? Supportiveness? Boldness? Courage? Credibility? Once you've determined the values you hold in common with your prospective customers you can now select your outfit and accessories. Everything about your appearance in your photograph (and in-person too!) should reflect these values. Use these descriptive terms to help guide your selection.
3. Schedule a hair appointment 2 weeks prior to your photo sitting.
   It always seems to take a few weeks to "grow" into a haircut. By giving yourself two weeks to adjust to styling your hair you will have it perfected by the time your photograph will be taken. This also gives you sufficient time to reschedule your photo appointment if you are not happy with the outcome of your haircut.
   **Tip** Be sure that your hairstyle is current - if you look "dated" it will be assumed by those viewing your photograph that your knowledge, expertise and attitudes are dated as well.
4. Use "photo quality" make-up and apply with a slightly heavier hand than you do usually.
   Foundation make-up products that contain sunscreen often emit a shine under photographic lighting - these are not considered "photo quality". Wear a foundation that does not contain sunscreen, matches your skin tone, set it with loose powder, and then proceed with applying the rest of your make-up. Photographic lighting will make you appear slightly washed out - and is the reason to use slightly more than you normally do. Blend, blend, blend!
5. Wear current frames
   If you wear eyeglasses it is important that your frames be current and suit your face shape. Also, be sure that your eyes can really be seen or remove and hold them for the photo.
6. Mentally prepare and set aside some quiet time prior to your photo appointment.
   Avoid scheduling your photo sitting on a day where your schedule is jammed and you have to squeeze in dropping off the kids at school, dog to daycare, and your books to the accountant into a four hour window of time. Schedule your photo appointment when you don't have any stressful meetings booked or conversations that need to be held. You need to feel confident, beautiful, happy, and all of the qualities you had listed earlier. If you feel anything less than positive it WILL be conveyed in your eyes, believe me, I speak from experience (hence, the reason for 3 sittings!)
7. Determine what "feelings" you want people to have when they see your photo.
   Do you hope they feel your passion and enthusiasm for what you do? Would you like them to feel confident to contact you because you appear to be credible and an expert in your field? Is it important they feel that you are approachable and down-to-earth? Would you prefer that they feel a sense of mystery or sex-appeal when viewing your photo?
8. Communicate openly and clearly with your photographer.
   Let your photographer know what the purpose and application of your photo will be. Will it be for your book? Your speaking engagements? Your business cards and brochures? To accompany articles that you author and have published? Billboards…you get the idea. Let her/him know who your audience/target market is. Tell her/him what values and qualities you want to be conveyed in your photo and what types of poses you had in mind. You should also indicate if you have a preference for a location shoot or in-studio but be open to the suggestions made by your photographer.
9. Test market your photo before confirming your decision.
   Once your photographer has provided you with your proofs to choose from, select a maximum of 6 as your "favorites". Show these to your colleagues, friends, family, customers, and business associates. Ask them if the photo was able to capture the essence of "you". Are they able to get a sense of your true personality? Ask them what kind of feelings and qualities are conveyed from your photos. Have them select which is their favorite - and ask why they have made that their choice. You may be surprised to discover that your favorite is different than everyone else. It is interesting what others can often see but we are blind to when looking at ourselves. Be focused on making a good decision based on the feedback that you receive and your own feelings of your photos.

A photo is one of the most effective and personal ways to give our customers a sampling of who we are, the quality of our services and products, and leave an indelible impression behind. By practicing these tips and strategies when preparing for your next photo shoot you can be confident that the finished result will make a positive and lasting impact!

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