April 24, 2007

Your Message and Your Picture

The most important thing that gets communicated by having a picture of yourself in your marketing materials is professional confidence. Your willingness to present a face of the “person behind the message” tells your prospective clients, customers and students a lot.

For one, your picture can project subtleties such as whether your “vibe” matches your marketing message. Other things are much more obvious such as your professionalism and if you’ve invested in your business. These things and more can enhance or degrade the message you bring to the world.

Let’s find out where you and your business stand.

1. Don’t fit in, fit out

In the internet age of anyone throwing together a website or hanging up a shingle in town and calling themselves “in business,” it becomes easy for you to blend into a sea of similar professionals. Blending-in makes you and your business forgettable. Standing out does not require you to be loud, obnoxious or sales-y, but it does require you to be authentic and open. Express your uniqueness by putting a face to the message you bring to the world.

2. Connect with your potential clients

Having a picture gives your potential clients peace of mind that you’re willing to stand behind your product or service. It gives your business a human touch and creates connection between you and your customers. Consumers are desperate for a little humanity in the goods and services they buy. You gain an edge in your marketplace by authentically connecting with your buyers.

3. A picture tells a thousand words

When I go to a website, one of the first pages I click on is the “about” link. Why? You can tell a lot by a picture. Does the life coach look friendly, kind and approachable? Does the mental health professional look relatively balanced and together? Does the nutritionist look vibrant and healthy? Does the dentist have good teeth? Does the business coach look like they have their affairs in order? Get the idea? Whether you’re selling a product, service or program, show us you match your message with your picture.

4. Quality photos makes a difference

Professionally taken pictures offer proper lighting and a background that adds to your message versus distracting from it. These two elements give a sense of clarity to your picture, and thus your message. You can have a great shot but without proper lighting, it can look dark and grainy and as a result, projects a “shady” look.

Visit LookBetterOnline.com and hire one of their expert portrait photographers that specialize in photos for professional and personal profiles. Plug in your zip code and out pops a list of local photographers (at an affordable rate) that are pros at making you look naturally great.

5. This isn’t a beauty contest

There’s nothing like being in business for yourself that will have you dealing directly with your fears of “being seen.” Having a picture in your marketing is not about being beautiful and photogenic. You only need to exude a feeling that matches your marketing message and personal style. This can be done in a number of ways:

Get a closely cropped head shot where only your face is in the frame. No one has to see your body!
Get black and white pictures taken – everyone looks good in black and white shots!
Get your hair done for your photo shoot so you look and feel your best.
Hire a graphic designer to create a cartoon caricature image of your photo and use this instead of a real photo. This is fun and adds a lot of style.
Hire a photographer to come to you and get shots taken in the settings that feel most comfortable for you.

6. Match your message

There’s credibility in having Bill Gates as the face of Microsoft. His geeky look fits Microsoft’s not-so hip, but functional image. Chef Mario Batali as the face of his ever-expanding cooking show brand is fitting for Italian food lovers. We believe he loves to cook, eat and have fun by just observing his “big” presence. When you’re being yourself and your work is a reflection of who you are, it’s easy to have your picture match your message.

While being seen and sharing more of who you are does not make you more important nor does it guarantee success, in the lifestyle improvement field using a picture of the “person behind the message” brings connection, humanity and warmth to your marketing message. Putting your face “out there” is an edgy place to stand. However, if you don’t take stand for something in your marketing materials, you stand for nothing.

To your expansion,

Karin

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