Why I do things differently
Almost everywhere I look, I see businesses needlessly using photos that are hurting their sales. Images that don’t present them in their best light. That don’t show what makes them different. And it bothers me.
Unlike most photographers, I don’t want people to look at my images and think “what a great photo.” I don’t want them to think about my images at all. I want them to get engaged with the subject I photographed.
My goal is for them to see products that look beautifully made and desirable to own. For them to look at a place and wish they could spend time there. For them to see people and think “I feel good about doing business here.” I seek to make my clients more successful.
People are in a hurry, and attention spans are short. Most are very short. Photos are crucial in marketing because our brains process them 60,000 times faster than text. Also, we remember 80% of what we see, but only 20% of what we read. But your photos need to be strategic, specific, attractive and informative. If they’re not, your marketing will be much less effective.
Your images need to be strategic, informative and designed to influence your target market. They must communicate benefits to buyers. They also need to be high quality because they’re the first impression buyers get of your company, and first impressions are hard to change.
Unfortunately, most photographers don’t get it. Some are busy trying to create “art” and most of the others just go through the motions. My images are crafted to inspire trust, create desire, and increase sales. I fully agree with advertising genius David Ogilvy who said: “If it doesn’t sell, it isn’t creative.”
I love both my work and helping others to be more successful. Great images are necessary because we buy with our eyes. Every creative decision made is driven by my determination to create beautiful images that quickly and elegantly communicate quality, create desire, and build trust, so they’ll increase sales.
I know that if my images increase their sales, they’ll come back for more. And they do. Many have been coming back again and again for more than 30 years.
I practice what the Japanese call kaizen, or continuous and never-ending improvement. I’m always coming up with new ways to deliver better quality and value for my clients. My images get better and better every year.
I want my clients to succeed. My images enhance their image and increase their sales. They’re an investment.