Creating Desire -

"Oooh! I want one of those!" Out with the camera phone, a quick snap and Bob's your Uncle, you have an image of your heart's desire to share with the world. "Look at this!" you declare, "it's fabulous!" The whole world should now rush to that stockist's door to get the same thing shouldn't they?....

So why don't they? These days, everyone can take a photo on their phone - clear, sharp and bright - so why doesn't that always bring about a desire in others? I think that it is because you need a little more than "clear, sharp and bright" to bring about action. To achieve an action, you need to have an emotional response to the image - which is where the skills of a professional photographer come into play.

For your business, you might want to evoke a desire to own things, to taste things, to go to places and/or to test out products. For this, "clear, bright and sharp" might be quite the opposite of what you need to display to achieve this.

You need images that will stand out from all others trading in your field. Images that create an emotional reaction. Images that aren't simply a list of wares. This feeling might be brought about through your photographer seeing things that you don't immediately notice, the angles that they choose, the amount that is in focus, the way they arrange things and their storytelling ability. But - you shouldn't choose your photographer on this, you should choose them because when you look at their images, your entire response is about the desire you feel for the image content.

If it is food, you want to feel your mouth water with desire. If a jewel, for you to want to own it, if clothing, to feel it on your body and if a business portrait, that you'd trust them to do business with. 

So, how might you find such a photographer?

I'd suggest starting with a search on Instagram and Pinterest under the topic headings of anything that interests you - not necessarily what you are planing to offer yourself. Look for images that speak to you, make you feel something, make you click through to know more. Congratulations! You've found your photography style.

Your next step is considering which ones fit your brand and product best and are perhaps local to you. You are now ready to call a few people up. You already know that you like what they do, so this last step is to ensure that you also like them personally. (No one ever got the best from someone that they really didn't like or trust!)

Yay! Bob is now your Uncle and you should have found a great photographer to help you to tell your own business story. Good luck!