Picture Your Profit by Pam Reid

Author:Pam Reid [Pam Reid]
Language: eng
Format: epub
Publisher: Morgan James Publishing
Published: 2021-01-15T00:00:00+00:00

Chapter 6:

People Make Perfect

If a photographer cares about the people before the lens and is compassionate, much is given. It is the photographer, not the camera, that is the instrument.

—EVE ARNOLD

So, how do you tell a story that people want to hear … I mean see? How do you catch the attention of potential customers? How do you make it engaging, relevant, and relatable? How in the world do you make it memorable? The best way to do this, in my opinion, is to use what you have: the people. Feature people! They relate better to others than to inanimate objects or ideas. Resist the natural inclination to tell the business or product story. Tell the story of what’s behind the business or product—your customers and your employees. Featuring people is huge for making the all-important human connection.

The truth is, there’s nothing simple about a photo or illustration that has been masterfully captured or created. It captures and embodies all the aspects of the story you want it to tell. It’s complete. It impresses; it evokes emotion; it takes residence in the memory of the viewer, and the image teaches something—not just about the company, but about something or someone related to the company and also about its creator.

It’s exciting for me to share my perspective and expertise in this book. As I’ve said, I’ve been taking photos for a very long time, and have stumbled, yes, stumbled into some pretty amazing and impactful experiences as a result of it—much of which I get to share with you. You may not know how a single photo or illustration can be the most powerful thing your company uses to gain distinction in your market or how it can singlehandedly catapult your company to a place of long-standing notability. You may not have perspective on how your team plays a significant role in carrying and embodying the distinction your company achieves and hopefully sustains.

So, even if you haven’t taken photos for as long as I have been, or if you haven’t given much thought to how your employees fit into this journey, there’s a beginning to everything and an opportunity to shift something that is not so simple into something doable and meaningful. Now, typically it will require a sequence or more of photos to tell a corporate giant’s story, but irrespective of the number of shots, the story should be told visually.

I have to say that with a newly-hired strong and talented marketing team, the corporate giant I shared about in chapter 2 continued to produce highly professional marketing materials and video. The illustrations were crisp, the colors were aligned with the company’s brand, the data was current and impressive, and while the latest brochures didn’t tell the story that mattered, it did share information about the company’s results and its ability to get them. The company reminded the public that they were reputable and competitive. But was that the marketing team’s objective? Was it only about sharing information and reminding

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