Today everyone searches the net for everything they want; A restaurant, a movie, a car … their plumber, lawyer, real estate agent .. virtually everything and everyone.
And they’ll often choose the restaurant based on the pictures they see of the building, neighborhood and menu .. and this is before they look at the prices. The same often goes for their financial planner as well. Does this person look trustworthy, approachable and confident ?
Sometimes – You’re just a can of peas : You’re in the supermarket and you need a can of peas, but you don’t know any of the brands they sell, you look at the labels and choose by the picture (or the price). You have never tasted the peas in the can you’ve chosen, but you still buy a can on the strength of the beautiful, perfectly lit, wonderful healthy green color of those peas on the label. And they may end up being the best darned peas that have ever grown or not.
And that is the position that your potential clients are in when they are surfing the net looking for someone who does what you do. So the headshot you post needs to get you the type of clients you want .. your target audience.
But “I’m not a can of peas” you say. Yes that’s true, they can’t taste the peas before buying them, but they can talk to you to to ask questions regarding your pricing, background and references. They key is to get them to call you and not the other person.
“Serving Suggestions” : Back to our peas. Peas are a side dish, but when the vendor is smart they put a serving suggestion on the back of the can; add chicken, noodles and a cream soup and you have a casserole. Not just a side dish – these are Multi purpose peas. So you buy two cans of peas.
And that brings me to why I suggest at least three looks for my executive headshot clients; formal, welcoming and casual.
The business headshot (not to be confused with the business portrait) is often a formal professional pose (possibly a serious expression) appropriate for the staff page of the website. It is the first or main image that you want your clients to see.
“Do you have anything else?” also know as “Serving Suggestions”
But there will be times when the “buttoned up” look may not be appropriate. When it might look too formal for the content of the page. This might be a professional blog page, or your professional social media pages. Here you may want a welcoming look; a smile or working at your desk or standing in your warehouse or beside your truck.
And then there is the poster image for a “business casual” speaking engagement, or when your hosting a golf tournament or for a newspaper article about the charity work your firm is doing. Here you may be in a polo shirt or laughing or standing in a park.
If you don’t have these professionally photographed additional images available they may take a phone picture of you and use that. As a professional you need to have these images ready to offer and control the images of you that are used to represent your business.
Potential clients are searching for you. Let’s give them images that stop them when they see yours.
Dan Busler is a professional portrait, performance and event photographer with studios located south of Boston in Walpole MA. You can see more of his work at http://www.danbuslerphotography.com