Have You Checked Your Creative Inventory Lately?!

"An Image Is Worth a Thousand Words!"

Flash. Click. Download. Save. Simple edit. Cut. Paste. Done. For many business owners - especially small/independent business owners - this is their view of how to capture an image that will help sell their business. These professionals are highly mistaken. They have probably lost out on a great deal of business merely for not spending the time, energy and/or budget to invest in quality imagery. Imagery is a vital tool for sales and marketing, whether you're a real estate agent, media relations professional, personal coach, master craftsman, or interior decorator, your potential customers need a 'visual' for their visually sensitive minds to process, self-recommend, and admire your professional abilities.

Through the digital revolution of photography equipment and the constant promotion of entry-level digital SLR technology, today 'everyone' seems to think they're a photographer, which is obviously not the case. Similar to how an individual with little to no experience looking to develop a regional advertising and marketing campaign could not expect to achieve the same results on their own versus a trained professional, regardless of how many 'How To' books they've read. From merely attending networking events and Biznik events and meeting a variety of independent/small business owners, I have come across several individuals who might have extraordinary skill in their profession, but are seriously lacking in the creative, design and imagery department where that initial 'visual' impact is made on the consumer's end.

Creative costs are an obvious concern for most independent and small business since they are many times working with a shoestring marketing and promotional budget. However, if you're going to market your business on a more 'personal level' via website, print campaign, promotional materials, even your business card, you must keep that simple phrase in mind: "An image is worth a thousand words!" Many businesses will spend thousands of investment dollars on their business materials, personal wardrobe, office location, and on wages, but may merely 'wink' at the importance of using inspiring imagery and possessing a professional up-to-date headshot to promote their self.

Here is a helpful checklist to get anyone started on (re)evaluating their imagery database and how to go about deciding what type of imagery will help them achieve their goals:

• Evaluate 'exactly' what business you're in, 'exactly' your strengths as a professional, and identify your target market (if you haven't done these things recently it never hurts to partake in this activity each quarter)
• Evaluate what YOU bring to the table on a 'personal' level, then write down three to five items that best describe your approach to how you practice/promote your business
• Ask a collegue or business partner to go over these items with you
• Visit a few of your higher end competitors websites and take notes on what you see and how their site flows
• Meet with a 'Creative' to determine what specific type of images can help you boost sales through the visual realm(Creative - advertising professional, commercial/advertising photographer, creative graphic design professional, etc). The person(s) you choose to meet with should possess a diverse portfolio.

Shoot. Download. Evaluate. Edit. Evaluate some more. Analyze. This is more likely to be the thought process of a 'Creative' professional. Hopefully through reading this article you will have at least thought to yourself, "Wow, I should really take a look through my 'Creative Inventory' soon!"

-JM