I read a lot in the internet marketing/make money online niche. And that niche focuses a lot on copywriting. It makes sense. If you’re selling ebooks, ecourses, and coaching services, you’ll be using words to convince people to buy your products. And there are some pretty proven ways to do that.
But while we can learn a lot from that niche, it doesn’t all carry over. You’re not going to convince me to buy your painting with a wordy sales page.
When it comes to selling art (or craft or design), the primary method of persuasion is visual.
Sure, words can help convince someone who might be on the fence. Or they can help someone who loves your products on an emotional, visceral, aesthetic level rationalize their purchase.
Put that first decision to buy or not to buy, to love it or forget it, that’s made based on visual cues.
The look of the product itself. The design of your website. And, perhaps most importantly, the story you communicate through your photography.
In my post on spending big money, Karen asked:
“So my question: for someone on a really tight budget, what’s the one first main thing you would suggest investing in at the beginning-ish stage of a business? a website? a booth at a wholesale show? a big ad somewhere? all three?!”
My initial answer was that it depends on your business and your goals. But I’ve changed my mind. For most people, the biggest investment I’d make in the beginning is on your photography.
Investing in good photography will look different for everyone, because each of us has a different background and skill set.
If your camera is more than three or four years old, I would invest in a new camera with manual settings and a high quality lens. If you already have a great camera, it’s probably time for lighting, a good set up, and a good tripod. (A good tripod makes a huge difference.) Spend money on hiring good models and buying great props.
If you’ve already got the gear, but aren’t sure how to use it, then invest the time and money in learning to take better photographs. Take a class at your local community college. (They offer classes in digital photography, which can help you learn your camera. But they also offer manual photography classes, which can be great for getting back to basics and focusing on elements like how to frame a shot and how to tell a story.) Read ebooks and take online classes.
If you really aren’t comfortable taking your own product photography, that’s ok too. But be prepared to pay good money EVERY month to have your work photographed by a professional.
Gone are the days where you could have your work shot once a year. In the world of ecommerce, you need great images much more often than that.
It’s critical to invest money in your photography. But it’s even more important to invest time. Photograph your work every day. Work on getting consistent product shots. (Every time I introduce new pieces, I inevitably reshoot the old work as well, so that it all looks consistent.) Work on telling a story with your photographs. Experiment with setting, with lighting. Experiment, experiment, experiment.
Look at other people’s photography. Watch beautiful movies without the sound to see how the images are framed. Study composition. Practice photography like you practice your art or craft.
The most successful online craft sellers are those who view the photography as an extension of their art. Not only do they understand that good photography helps sell their products, but they believe that part of the creative expression of the piece is telling the story through photography.
Even great products will fail online without good photography. Look at your favorite blogs. The ones you are hoping to get featured on. They’re all filled with beautiful eye candy. If you’re photos aren’t on par with those, you’ll never get featured. End of story. Look at the products that are shared around the web. They all feature great photography.
Ultimately, when a customer comes to your website, they’ll decide within seconds whether they like your work. And they’ll decide that based on what they see, not what they read.
Yes, what you say about your work matters. But what your photographs say about your work matters even more.
hey! so that was totally what I concluded – better photography first. I can’t progress to anything else without it – applying to bigger shows, putting out an ad, doing a website, it all hinges on the photos. It’s surprising hard to figure out the overall vibe you want to portray – it feels like such a commitment! It’s also essential to have awesome product photography if you are raising your prices (like I did) you can’t convince people to buy something that expensive with just a decent photo, it’s got to be better than that. (I’m working on it!)
awesome post as always!
I think photography is very important, (a pict is worth a 1000 words) but it’s also important not to let it hold you back from developing in all areas of presentation. Start somewhere and know you can improve and edit. You can always update photos and you will learn from doing and seeing. This is true of all aspects of your biz!
Hi Megan-
so true*! I believe it is great to keep improving your own skills & one way is by hiring professional photographers. Watch what they do, ask questions, be part of the process.
Also, some equipment just can’t be substituted, better tools=better results ie: flat bed scans for flat art work images.
thank You~
I totally agree with the customer makes a judgement within seconds whether or not they want to browse further based upon product photography and presentation. I spent years reading and taking online tutorials until I understood how I wanted my products to be presented. I didn’t want to rely on hiring professionals and being dependent upon someone else’s schedule but my own since I do most of my photography at night around midnight or so. There is something empowering about being to handle all aspects of my business.
I laughed out loud when I saw this post – as just this week I’ve decided I have to reshoot everything in my shop. I’ve gotten some great tips from a professional, and am about to purchase a great prop to use in every shot. And I know what I’m going to use for my backgrounds. I can’t wait to get started!!
Hopefully this will be the jumpstart my shop needs. 🙂
This is a sign that I MUST redo my photos.
Just this weekend I had a major urge to redo my photography (or actually use photography) in my shop. Yesterday I started a list of what I needed, I even started a mood board with my ideas/inspiration. The shops that always stand out to me, no matter the products, also always incorporate great photos, well use of props, the items in a living space and so on. Again, just the kick I needed this week. Thanks again for another helpful post.
Photography, by far, is the hardest part of my business. The one comment I continually get from customers is “pictures don’t do you your jewelry justice”. Even with all the right tools and know-how, anyone who knows anything about photography will say that photographing jewelry is one of the hardest things to do. While I definetely sell far more in person than online, this is an obstacle that has to be overcome in order to take my business where I want it to go.
Great post! This is something I can definitely relate to as I constantly struggle with doing everything myself. For me, it’s a matter of opportunity costs: what do I pay for vs. what do I do myself and what are the costs of my doing it. Undoubtedly, great photos are essential for an online business. Even after paying for a digital SLR and taking courses, it still takes time to take good photos. And that’s time I could be marketing, networking, lining up shows, doing paperwork, etc. Choices…..
Wow, this post is so on the button and perfect timing for me – thank you! I’ve just been re-examining the photography of the items in my Etsy shop – having work featured in an Etsy treasury is a great way to gain exposure for a shop and products but is reliant on great photography. My products have been getting some attention but not as much as I’d hoped for…
This weekend, I decided to re-shoot a handful of products to see if I could create more attractive visuals and tap into current Autumn trends. In the 2 days since I launched the new product shots, these items alone have been featured in 17 Etsy treasuries, as well as attracting a lot more attention to the shop and other leading to other items being discovered and treasured as well!
It’s been a real object lesson for me – not to rest on my laurels, to keep looking at what is working for others in the marketplace, develop, improve and keep raising the bar for myself and my business. Now I plan to re-shoot a few items a day until I have a series of photographs that create a stronger identity both for the products and the shop as a whole.
Like the man says: A picture paints a thousand words!
ax
Photos are indeed very important, especially online. If your photos are blurry, badly staged, underexposed – people will just move on to the next product.
I think another really important thing to invest in when trying to grow your business is to get out and try to sell your product in person. You learn SO much – even things you weren’t expecting to hear. It can be really really hard to get out of your bubble and face your fears of rejection (speaking from experience here!), but the returns are really huge – and not always in ways you anticipate.
-sarah w
I am just about to redo my Etsy shop with new photographs.
I love the idea about different props! That will charm up the shots:)
Thanks so much for posting this! Back to school I go.
True that!
I agree that good photography is what will grab a buyer’s attention. That said, I don’t think it is essential to buy fancy cameras and hire professional models for your work. (I suppose you could, if you could afford it).
Point and shoot cameras can do wonders if you study the manual carefully and keep experimenting. Most of us don’t use our cameras to their full potential. I have still a lot to learn and am constantly trying to improve on my photos. But it’s fun trying….
Coco
Best advice I was given when learning to take slides was to make my slide look like a photograph someone would want to have, not just a product/artwork shot.
With digital photography this is much easier, but still takes time. Thanks for the reminder that the benefits of good product images outweigh the time or cost it takes to get them!
I agree with coco! I get a lot of compliments on my pictures, and have a 4 year old digital compact camera. I just try to make an atmosfere fitting my products a do some photoshopping for the finishing touch. Tough I do spend a lot of time arranging and experimenting with backgrounds and waiting for my most wanted kind of sunlight.
Megan is right. Professional quality photography is a critical component to success no matter how you definite it.
This is why the Professional Development Seminar chose to focus on this topic at the annual SNAG conference this past May in Seattle. It is a topic so important in fact that the e-column “ASK Harriete” as well the Professional Guidelines have dedicated considerable time and resources to it.
If you missed SNAG this year and are interested in learning more you can listen to four hours of online archived programming from the Seattle SNAG Professional Development Seminar. All of this information is free.
Here is a ton of resources listed below.
ASK Harriete – Professional Quality Images
<http://askharriete.typepad.com/ask_harriete/quality-photographic-images/ >
PROFESSIONAL DEVELOPMENT SEMINAR
Niche Marketing link
<http://www.snagmetalsmith.org/.docs/pg/10571#Niche%20Marketing > >
Digital Images File Extensions
<http://www.snagmetalsmith.org/.docs/pg/10571#Digital%20Images >
Photography in Flux – Three photographers
<http://www.snagmetalsmith.org/.docs/pg/10571#Photography > >
Digital Photography Handouts
<http://www.harriete-estel-berman.info/profguidelines/PDS2011DigitalPhotographyHandout.pdf >
Photography in Flux – Editor’s Perspective
<http://www.snagmetalsmith.org/.docs/pg/10571#Photography2 >
How to Build a Better Drop Shadow
<http://www.snagmetalsmith.org/.docs/pg/10571#PhotoShop
Questions and Answers about Niche Marketing and Photography in Flux
<http://www.snagmetalsmith.org/.docs/pg/10571#2011QA >
PROFESSIONAL GUIDELINES
GUIDE TO PROFESSIONAL QUALITY IMAGES
<http://www.harriete-estel-berman.info/profguidelines/qualityimage.html >
WORKING WITH DIGITAL IMAGES EFFFECTIVELY
<http://www.harriete-estel-berman.info/profguidelines/digitalformat.html >
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