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In this video, I talk about why photographs are so important in your marketing.

We’ve all heard the overused, adage “a picture paints a thousand words”. But let’s face it, it is really true.

Have you ever thought about why that is?

As a species, we have been reading and writing for just a few hundred years, whereas we’ve evolved over tens of thousands of years. As a result, our brains are hardwired to decode images much faster than they can decode words.

Therefore images are a great way to get a message across to people. Marketers know this…when you think about marketing; when have you ever seen an advert without a photo in it? You don’t do you?

Years and years ago, when it was only possible to print words, then, yes, that was what they would do. But these days, you only ever see adverts that either have images or videos in. And that’s because we are able to visually decode them more quickly.

Obviously, you wouldn’t necessarily have a Web site that was purely words, although some people do. Many websites are mostly words, but the ones we are drawn to are the more graphical ones.

So do you need to make the photographs on a website personal as well?

I would argue that while it’s really important to have images in there too, it’s important to have images that mean something to you, your business, to your clients and to your prospects.

For me and I know many other, stock photography doesn’t really cut it, because people can spot stock photography from a mile away and people know that it’s not ‘real’ for your business.

So actually having photographs that are of you are going to help your clients and your prospects to understand more about what you do and why they should pick you as a supplier.

There is a study by a psychologist called Zidonc. He came up with the principle of ‘mere exposure’. The principle is that the mere exposure to a person or a thing over time creates a preference for it.

Which sounds a little bit odd, but when you think about it, it’s true. Let me give you an example;

Imagine you are sat in a cafe working on your very expensive laptop and you need to go and ‘powder your nose’. The cafe is quite busy and you can’t take your laptop with you and don’t want to have stolen.

Although you’ve never spoken to them, you have seen the person who is sat nearby, quite a few times before,
and they work in there regularly as well.

Who would you ask to look after your laptop for you? My guess is it would be the person who you are sat next to.

Even though you’ve never spoken to them and you don’t really know who they are, you have a preference to them looking after your laptop.

This principle works in your marketing too; as people are exposed to photographs of you in your marketing and they
see lots of different pictures of you, they will start to create a preference for you, over another business where the owner isn’t as visible.

So, actually, having photos of you on your website is a brilliant way to help people to ‘know, like and trust’ you more quickly and therefore reduce the time to sell or increase the number of prospects that you convert because they get to the point where they are comfortable to buy from you first.

That’s my theory anyway. And I would say that because I’m a photographer. But it makes sense, doesn’t it?

What are your thoughts? Drop me a message in the comments section below.

If you’re interested enough to have a chat about how I can help you and your business get more business, click the button below to book your free discovery call.

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