How do people see you?

If you can only focus on two things to build your business, those two things should be 1) credibility and 2) likeability. People choose to do business with people they trust and people they like.

Can you deliver on what you promise? Are you someone with whom people can relate? More and more businesses are discovering that the best way to assure future customers that the answers to those two questions are a resouding "Yes!" is to show them in pictures.

This series of photos were taken recently at an optical retailer for its online marketing. The photographs show the inside and outside of their location -- clean, accessible and organized.

They show the staff -- friendly, helpful and knowledgable.

They even show customers sampling the merchandise and having fun in the process. Who wouldn't want to do business with these folks when the time comes for eye exams?

You can put yourself in the same kind of positive light through photography. Let me show you how.

On-location: Your own backyard

You don't have to travel far to find a background for outdoor portraits. The best backdrops could be found right outside your door.

These mommie/baby portraits were taken in the sideyard of their home. Fences, swings and shrubbery provided familiar props and background items, and I worked hard to throw them slightly out of focus to keep the viewer's attention on our two subjects.

Thinking of getting some portraits made? I'll visit your home beforehand to discuss possible locations for pictures both inside and out, and will even take some sample shots so you can see how others see you home -- I'll bet you'll be pleasantly surprised at how good your home can look in a photo (not to mention you!).

On-location portrait: The big city

A location for a portrait could be a backyard, in the wide open spaces of expansive greenery. Or it could be within the confines of the big city. Good photo fodder is everywhere.

This portrait was shot at City Hall in Chicago. One of the nice things about shooting in the city is that at certain times of the day, streets and corners become wonderfully lit by a combination of direct light, ambient light and reflected light.

The sun was behind the subject here in the late afternoon. At the same time, a building half a block down the street acted as a natural reflector, throwing light toward the subject from the front. A large gold reflector added warmth to the subject and numerous pleasing images were made.

Mommie reunion

I received an e-mail from Idaho a couple of weeks ago. A group of four young women, fast friends who had gone their separate ways and became mommies, were reuniting in the Chicago area along with babies for an upcoming weekend. Would I be interested in taking some photos of the group? No thinking required here. I was on it.

On the day of the session, one of the little guys was not feeling up to par, and it was heartening to see the other mommies rally around the one mom whose child didn't have any smiles in him for the pictures. The other mommies had individual photos taken with (and of) their babies, and I offered to come back at no additional cost to photograph the local mom when her baby was feeling better.

It was a good day to get together with friends, sit and play in the grass and eat some dirt.

I'm sure the kids enjoyed it, too.

Enhance your credibility with photography

Appearance matters when it comes to building a business. No doubt you’ve invested in an attractive web site (you have, haven’t you?), some keen printed materials with your own logo and other items to help your potential customers take you seriously.

But have you thought about how photography can enhance your stature as a person of business?

Professionally produced photos of you, your facilities and abilities shows the level of professionalism on which you are staking your reputation. Are your printed materials and web site rife with high quality photography?

Photographs allow your customer to see you in your element. They provide an opportunity to connect with you and quickly build the crucial element of trust – a key part of a customer deciding to do business with someone.

Need some ideas for photos that will put you and your business in the best light? Consider these:

A quality portrait. You’re a professional. Look the part. Got an entire office full of eager, dedicated professionals? Ask about my on-site portrait package (think school pictures on steroids) that can cost as little as $20-$30 per person for five or more people.

Attend seminars? How about getting a photo with one of the keynoters? Professionalism by association can work wonders.

Show your work. It’s not just for math class – give your customers a glimpse of what you can do for them. Just finished a killer project or stocked the next sensational product? Show it off.

Do you give back to your community? A picture or two of you in action can save you a few thousand words and put you in a high position in your customers’ minds.

Contact me to find out how affordable professional photography can be. Standard packages start at just $150 which gives you a CD full of images designed to make you look your best.

A night at the opera

I had a chance to photograph a student opera production for the Chicago College of Performing Arts at Roosevelt University. The assignment included access to the backstage area and the apron in front of the stage. I was able to navigate some tricky stage lighting conditions to capture a very impressive production of three scenes from well-known operatic works, imaginitively staged in settings that ranged from traditional to contemporary.

Rings 'n' things

These pictures were taken as part of an engagement photo package - the blings shots. If the bride- and groom-to-be picked out the ring together, they've spent a lot of time looking through loupes, comparing and evaluating stones. And if the photographer wants to impress the future bride, it behooves him or her to capture what the bride remembers seeing up close at the jewelers.

That means a lot of fussing with lighting, adjusting, shooting and adjusting some more are in order until things are about as perfect as one can get. Then there's being playful and creative to come up with settings that are meaningful to the bride and her friends and family. Because more than likely, those pictures will wind up on Facebook or MySpace and become a hot topic of conversation among the bride's circle of friends in the days ahead.

Before this shoot, I talked with the bride-to-be to see if she had seen other ring photos that she liked. I also discussed some possibilities that I had in mind. Armed with her feedback, I headed to the studio and shot several settings.

The bride was happy with the results and happily shared the pictures with friends and family.

Photographs © 2009 James Jordan.