Always use a professional photographer.
Consciousness: true selfishness
By Bob Martin
A CAMERA DOESN’T MAKE YOU A PHOTOGRAPHER
I hear the same comment over and over…”I can take the product shot. I’ve got a digital camera”.
A few years ago, I was walking through “Ace Bargain Center”. Ace was a combination of connecting buildings that went for an entire city block. This store had every kind of used merchandise you could possible imagine. It was like an indoor junk yard (but clean and safe). As I was walking by one of the rooms I noticed that it contained all the materials for a complete operating suite; gurney, cabinets, lights, autoclave and even some surgical utensils. I realized that for the paltry sum of a couple of thousand dollars, I could set up my own operating room. I would have the equipment. The problem was, equipment doesn’t make you a surgeon, talent does. The same thing goes for photography.
A GOOD PROFESSIONAL PHOTOGRAPHER IS MORE ARTIST THAN PHOTOGRAPHER.
A pro realizes the effect of lighting, positioning, backgrounds and even the image your product conveys. Lots of people can take “good” photos with a digital camera and they can be the hit of the picnic, but the professional photographer takes it the extra mile to make your product shine.
You’ve put a lot of time into developing your product and you’re proud of it. Put your best foot forward and show it in the best possible way. I think you’ll find that most photographers can work wonders and are a lot less expensive than you’d think.
Another tip: Don’t dictate to the photographer, let him ask questions and give you his best possible recommendations. If you let an artist use his vision, chances are you’ll get something much better than you had hoped for. In my 35+ years of experience, it’s worked every time.
Next week: The Car Dealer and TV.
Always let the artist make the suggestions!
Bob Martin is principal of Martin Creative Consultants, providing advertising consulting and services to manufacturing and retail businesses. His MCC VoicePros division creates audio voiceovers for radio, TV, internet ads and presentations.