The 7 Photos that Sell
Are you missing out on the magical powers of visual story telling in your business? If the answer is yes, regularly attracting your ideal clients may be just around the corner for you.
When executed successfully this list of photo types will help you activate your audience like never before simply by engaging them in a story about them.
The Seven Photos that Sell
YOUR IDEAL CLIENT
THE PROBLEM YOU SOLVE
YOU - THE GUIDE IN YOUR CLIENTS STORY
YOU - THE AUTHORITY IN YOUR SPACE
YOUR OFFERING & PROCESS
WHAT SUCCESS LOOKS LIKE
WHAT FAILURE LOOKS LIKE
Read on to find out how to successfully execute these images and put together an engaging visual story for your audience.
(or skip to book in a call with Eva who will guide you every step of the way)
PHOTO 1: YOUR IDEAL CLIENT
This is critical. If your audience does not see themselves in your visual story straight away, you have lost them. The hero of your story is ALWAYS your intended customer, not you. If you want to attract women with bad hair for example, they should be the main character in your story.
Sinead Asple, Founder of bespoke hair mask brand SEA + SOLU playfully showing us that she helps women frustrated with the quality of their hair.
In many cases the reality is the business owner themselves is the ideal client. This is because you created the business to solve a problem you had, just like Liadhán and Sinead pictured here.
Liadhán Collins, Sleep Consultant, Mum and Founder of Culababy in my studio making it clear that her ideal clients are sleep deprived parents.
PHOTO 2: THE PROBLEM YOU SOLVE
Some problems are harder to portray than others but it can be done in most cases.
I recently worked with a paint brand whose clients struggle when choosing colours. A big part of the offering is 1:1 advice and providing reusable stickers that help their clients see the colours in their home.
The main problem is that the client needs paint, but as brands we are always solving lesser known internal problems for our clients and showing we understand with solutions, these are hugely helpful in the selling process.
Rachel Farrelly, Co-Founder of Farrelly & Co showing her problem solving Peel & Stick Samples helping her clients choose colours and ultimately buy their paint.
PHOTO 3 : YOU - POSITIONED AS THE GUIDE
This is where you come in. In most scenarios customers will have genuine fears and confusion about buying from you. Not forgetting they are the hero of the story, you need to make it really clear that your role is to support them, educate and genuinely be working towards a successful outcome FOR THEM.
My client Sarah Doyle, The Story Coach is a trusted career coach. Her role as a guide to her clients is a critical part of her Brand Story. When a potential client can see Sarah’s enthusiasm, commitment and personality for themselves it can only help build trust and advance the buying decision.
Sarah Doyle, The Story Coach - showing how she guides her clients to better career decisions with joy and enthusiasm.
PHOTO 4 : YOU - THE AUTHORITY IN YOUR SPACE
This is a no brainer and another reason for you to show up in in your Brand Story, particularly if you deliver or create your offering personally.
If you are an expert imparting knowledge showing your authority will boost your audiences trust in your ability to deliver.
This can come in the form of showing you speak to an audience, your awards, qualifications and your network.
This can also mean showing your academic pursuits with the books you bring and your processes with the tools of your trade to demonstrate technical or creative expertise.
Sarah Jane Vincent, Digital Marketing expert in her zone of genius with her computer.
Finola Howard, Business Growth Strategist showing her authority holding her first book in her hands.
PHOTO 5 : THE PLAN - YOUR OFFERING & PROCESS
Showing your products or services is obviously very important, especially in action. Remember your client is much more interested in the final outcome for them rather than the means to get there so use your product or service shots to enhance your outcome story at every opportunity.
Emerald Farm, Green Tea Face Mask
Fire cupping by Just B Acupuncture
Shivaun, Deeply Rooted Body Oil.
Beatrice Caffrey, Health and Fitness Coaching
PHOTO 6: WHAT DOES SUCCESS LOOK LIKE FOR YOUR CLIENT?
What does success look like for your client? Be sure to help them visualise for themselves. Casting a vision of success is hugely helpful in the selling process.
Looking healthy, happy and vibrant after taking your supplements - GiGi de la Mer.
PHOTO 6: WHAT DOES FAILURE LOOK LIKE FOR YOUR CLIENT?
What does failure look like for your client? Be sure to show them and help them visualise this for themselves too!
Every good story has stakes and without them, it is simply not an interesting or engaging story.
Pictured below is Sinead Asple who we met earlier. The stakes in this Brand Story are never finding a solution to your bad hair and never feeling the confidence and happiness about your appearance that you crave.
Eva Blake, Brand Photographer
EVA BLAKE, FOUNDER OF THE VISIBLE BUSINESS is a brand photographer and experienced marketer working in her studio in Kilmacanogue, Co. Wicklow, Ireland. As a huge fan of the book StoryBrand by Donald Miller, she uses his famous storytelling framework for business and adapted it to to your VISUAL story. This is how she helps you create a set of images that truly activates your audience.
You can book in chat with Eva or book her signature offering The Brand Story Shoot HERE
