A key principle of marketing is to find something unique

about what you offer and make this the basis of your sales

message. Even if what you offer is a commodity, there is

always one thing unique in your business - you.

People don’t buy a product or service from a company; they

buy from a person. They want to get to know and trust you

• that is, they want to have a relationship with you.

That’s why having a good publicity photo or head shot is

essential in your marketing efforts. You’ll need it for

your press kits, marketing materials, websites and for

journalist to use.

That’s right. Many times a media outlet – especially a

small newspaper or trade magazine - wants to do a story

about you but doesn’t have a photographer available to take

a photo. So having one that you like available on a

moment’s notice is essential.

How you look in your photos tells the world a lot about how

you do business. So shouldn’t you make sure yours convey

who you are?

Here are some tips to make sure your photos are deal

makers, not deal breakers:

1. Meet with several photographers to get an idea of his or

her style and personality. Does it mesh with what you want

to convey? Are you comfortable with the photographer and

have a good rapport? Is he or she willing to work with you

to look your best? This last question may seem obvious,

but you’d be surprised how many times I’ve seen

professional photos with the subjects hair sticking out of

place, wrinkled clothing, or even worse, lipstick on the

teeth!

2. Bring examples of photos and poses of others you like.

This will help the photographer get an idea of exactly what

you have in mind.

Bring a couple of different outfits to change into that

express your personality. I recommend bringing one a

‘business-like’ outfit such as a suit, and another more

‘business casual.’ If you have a signature accessory, such

as a tie, scarf or pin, make sure you bring it along.

3. Have fun. Bring music if it helps you. Laugh and enjoy

yourself. It’s what makes an otherwise boring photo have

personality.

Keep your outfits simple. Avoid lots of patterns and

stripes or too many accessories. And don’t wear all white.

4. Apply your make up a bit darker than you normally would.

The bright lights can make anyone look pale. (Men should

dust on a bit of powder to eliminate shine.)

The final tip is also very useful to remember when you are

scheduled to do a TV interview.