12. Creating Photography

Let’s begin this chapter not by talking about how to shoot better photos but instead, by focusing on how to think more strategically about the photos you intend to use in your marketing and sales program. They say a photo is worth a thousand words. The problem is, as a marketer, you don’t know what those 1,000 words are, and you don’t understand which of your prospects uses which words. Let me explain.

I first became really interested in the science behind photography as a marketing tool about 10 years ago. For most of my career, I’ve spent countless hours in conference rooms and behind the two-way glass in focus groups trying to figure out whether the images we were using in our ads, our websites, or our collateral ...

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