There is no magic bullet when it comes to marketing your business. A culmination of many efforts is what turns a prospect into a client. A business portrait should be one of the many parts of your business's marketing and is one of the easiest and fastest way you can connect with your client base before ever speaking to them. Here's how you prepare:
1) Know your brand. Your business portrait should have the same overall feel and mood as the brand of your business. For example, many lawyers often prefer to convey a confident and solemn expression that conveys strength, dignity and knowledge. This helps them convey the right image for their prospects to let them know that they are right for the job. A pediatric dentist, on the other hand, might prefer an overall happy and approachable expression to attract parents that will trust them with their children. Tell your photographer what your business conveys and how you want your portrait to match.
2) It can be more than just a headshot. A quality headshot might be all you require but ask your photographer if other options are available. Your photographer might be skilled in environmental portraiture that will showcase you within your business setting, for example. Remember, a quality image is a great thing to have of yourself but a quality image that is unique can benefit your business even more. Just by doing something a little out of the norm will help you standout from your competition. Look up realtors websites in your area and just browse at the portraits of each agent. Many will be on a plain blue background but you might come across one that is taken outdoors in front of a home or in an office. Do what you can to be memorable. Your portrait is a good start at doing just that!
3) It's not going to hurt. Not everyone enjoys having their portrait created. Find a photographer you are comfortable speaking to as well as a photographer you enjoy the work of. You'll feel better about the entire experience if you are at ease and the end result will certainly show a more natural expression. Your photographer will have experience with speaking to many different people and will take great effort in getting to know you and learning about your business to best suit your needs. If your photographer makes no effort to do this, you might be better off looking somewhere else.
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