Advertising Photography – Its Not Always About What Can Be Seen On The Surface.
Not all Advertising Photography is created equally. Here is why.
Most people that produce Advertising Photography default to showing the obvious. I call this showing what is just on the surface. Why do others do this? Because it is easy. And what you get is mediocre images that you can slap a competitor’s logo on and call it theirs. It doesn’t differentiate you and mediocre surface images don’t tell a story, or if they do it is the wrong story.
Here is something to consider – why not show the results of the thing you are advertising. Show the outcome – There is a lot to be said about showing happy people, who had a problem before they met you, but now because of you their lives are enhanced. Show what the customers are going to get because of you.
Don’t waste space by showing your check-in counter.
Let me explain it like this, most hotels (for whatever reason) show a picture of their lobby area. I would hope a hotel would have a place for me to check-in, that is a given. Why waste time showing a place I would want to spend the least amount of my time? Instead, show what your customers are going to get when they stay. Show the story of the person coming back to rest from a long busy day spent with a client, whatever that might be – relaxing at the bar for a drink, the top-notch room service, or coming back to your room to find something that reminds you of home. Show stories of the 1001 little reasons people stay with you.
There are always these stories that will resonate with your target clients. Things you are already doing – just not talking about.
Images like that, do a far better job setting expectations than showing a check-in counter. Unless you have a really really special check-in counter, that people talk about and tell their friends about. I have yet to see one in all my travels.
Some things to think about:
- Who are you trying to appeal to?
- Why would somebody come or use your “Thing.” – Sorry because it is the best isn’t going to fly.
- What do you want them to experience?
- What do you want them to feel?
- What story do you want them to associate with you?
- What life events would you want them to share with you?
- How can you help them achieve their unspoken desires?
- How can you connect with them?
- What problem do they have? How do you solve it? What is their life like before you and after you?
- What problems can you help your customers solve?