DEVELOPING AN EFFECTIVE IMAGE STRATEGY
Some manufacturers believe a “nice” photo of their product is “good enough.” And that everyone knows how to use it. Wrong. Your images need to tell a story. They need to show the prospective customer what the image looks like from all angles. It should show dimensions, details and every feature you currently take for granted.
Prospective customers don’t know your product the way your product managers or sales reps do. This could be the first time they ever spent more than five seconds researching it. Assume nothing.
Plan your image strategy the way an architect plans out a building. Think about its purpose, who will use it, and how it will be used. Inspect every nook and cranny as if you’ve never seen it before. Put yourself in someone else’s shoes. Take a step back and look at it from every angle. What do you see? What will your customer see? Does it solve a problem? If so, how?
Use your images as educational tools. Differentiate your product from your competitors. Spell out the features, benefits and solutions of every inch of your product so there will be no questions at the end of the lesson. If there are, add the answer to your image set and test it again. Do this as often as needed until you get it right.
How many images are enough? Honestly, as many as it takes to tell the story. You may need 10 to get your point across. But don’t limit yourself to a specific number. Do whatever it takes to get the job done.
The key is to tell your whole story with images before the prospective customer reads the details. I challenge you to pick one of your products and determine whether you tell the whole story. It’s never too late to solve the problem. It just takes time.
Need some help with your image strategy, give us a call at 847 541-4626 or send an email to JohnW@IncomarServices.com.