1. Obvious first impressions

The saying goes: "You only get out what you put in.” First impressions in business, are not about your physical appearance, they are about effort and quality. If it is obvious that you have professional photography, your client is, at first glance, impressed with bright and visually digestible images. While photography can sometimes seem like an expendable cost, professional images and editing will stand out.

2. Judgement of experience

Perhaps you already believe professional photography is important but see it as something that can be organised once your business is turning a profit. Consider this: it is often assumed that websites and profiles that use stock images or amateur photos are brand new and/or inexperienced. While this may be the case, this venture is to be trusted because you are good, and passionate about what you do. What you provide is valuable, regardless of the age, success, or experience. In turn, be sure to assign the presentation of your product, yourself, and your business, that same value. With professional photography, this is achieved on a conscious and sub-conscious level.

3. You are your brand

Professional photos ensure an accurate and memorable representation of you and your business values.

Do you provide a service or interact with clients? If so, you are your brand. Brand recognition is not all about colour schemes and logos, it is a whole marketing movement portraying your business values and appealing to the kind of clients who are interested in your service. Your brand is about what your potential and current reach associates with you. You may have a great product and amazing talent, but the how you behave, and how you present yourself cannot be underestimated when new clients are trying to find you, or when they are deciding if you are a good fit and making a purchasing decision. When they find you online, your photos represent your brand.

4. Get to know you

People want to know who they are dealing with. You can promote quite a deeper level of trust if you have a consistent photo or photography style across all your display pictures. When clients come across you in other search applications, they will recognise you and your business just by image. There will also be a sense of familiarity when going into a first meeting. They will know who to expect and who to look for. Having a quality professional photo at the forefront of all your social and business marketing gives a much deeper level of verification than a logo or a mishmash of irregular happy snaps of varying style. Save these for your social stories and blog posts. These snaps are important too, but they have a place, and it isn't on your front cover!

5. Content is king

We all know, or are learning, that internet traffic is driven by SEO, careful advertising, and great, meaningful content. While content is not enough on its own anymore, it is still the most important thing when establishing a connection with customers online. Relevant here is the old saying: "A photo is worth 1000 words." Guess what? Photos are powerful content. They can stand alone or be used in conjunction with

6. Multi-purpose

We have mostly been talking about professional photos as display pictures in reference to business cards, social media profiles etc. But what else would you use them for? Wouldn’t it be great if, when you are invited to do a talk or published interview, you already had great images up your sleeve? What if you are up for a promotion, audition or looking at a new job? How about a professional headshot to go with that resume or application? The ways in which digital files can be used to expand your business are broad. The more ways you can find in getting your image and brand out there, the more recognition and trust you build, and the more space you will take and have access to in the market.

7. Self-confidence and faith in your own institution

Have you been delaying photos because you’re shy or self-conscious? A good photographer will highlight your best features. It also will be a great excuse to head to the hairdresser or barber, use a make-up artist, or just look after yourself for a few minutes. Who doesn't love a legitimate business reason for self-care and pampering? Above all that, once you see a professional image of you out there, actually working for you and your brand, you will become more confident and feel so proud and professional. What an achievement, a legacy you have created for yourself. If you have confidence in your business, your service, your art, your product, then you have confidence in yourself.

8 Consistency

Back to trust and recognition: While you don't have to use the same photo in every display picture, it’s important to have a consistent style. Each photographer has their own shooting, planning, and editing style, so use similar photos from the same photographer across each campaign, and update regularly. A good rule of thumb is annually for headshots and for each different marketing campaign. Updating your images regularly is great for your SEO, will continue building a relationship with your audience, and give the double positive with lots of fresh content. You can change photographers, but be sure you do it at a time that makes sense, not in the middle of a campaign. If and when you do, be sure to change over all your imagery.

9. Cost benefit to marketing - SEO

But photography is expensive, I hear you cry. Rather, it is relative. For example, you might say $150 for a service on your car is cheap but $10 for a stick of gum is expensive. We all assign value to items and the impact those goods and services have on our lives. That car service is going to serve you longer than a stick of gum. Photography has longevity. It is an investment. Whatever you end up paying, those images can then go to work for you, bringing in new business. It's about how you use it. If you have a shoot and then do nothing with the photos then, yes, photography is expensive. Some photographers charge more than others and it is not always about quality. A photographer who has made a name for themselves can charge more because they have built trust and have a larger reach but, also consider small independent photographers who charge less and still offer high-quality images. There may be photographers out there who charge more because their costs are higher. There may be photographers who are under-valuing themselves or giving you a great deal in the hope of building a relationship with you, or using your image to promote their own business. Professional photographers are respectful and will not use your image if you ask them not to, but you cannot then expect a discount. Professional photography is a business also, choose your photographer based on your budget, and the connection you have with them. This will likely be based on their portfolio images, brand, and interactions. See. These are all important. It is usually a safe bet that established photographers will charge accordingly and produce consistent and high-quality images. However, don't discount the up-and-coming independent professionals. You will get great photos at a better price. Be wary of "free" or the nephew with "a good camera". Over-all don't get too caught up on price directly reflecting quality. Sometimes a $20 wine is great; sometimes a $40 bottle is not.

10. Do you need personal branding?

Most times, especially in a content-driven world, a headshot is not enough. Consumers also want to see you at work, being social, your product, your staff, your workspace, and other clients. A slow trickle of images with some casual manner about them can really bring home the relationship and online presence you have been nurturing. Letting your personality flow into your images is the new professional. I'm not talking photos of you one-eyed at the beach with your friends cropped out, and nor does it have to be all office and suits. You can be relatable, going for a walk, having a coffee, working from your laptop or phone. Let people see you are just like them. Become more approachable through your images while maintaining a brand focus. This is made possible by planning a personal-branding photography shoot.