Tag: #yeahabsolutely #sharemagicalideas #sharemagicalphotos #onlinepresence #thoughtleader #speakerlife #speakerprofs

Do you leverage stock photos on your website?

Read on to see why that sucks.

As a speaker, author and expert-based business owner, your website is the magical nerve center of your online presence. 

It’s the top level that all other areas of your digital footprint leads to.

When you drive them to your hub, you want to greet them with all things YOU. 

And it starts with your image content. 

When people view your portraits, they’re looking to subconsciously answer three main questions: 

• Is this person approachable?
• Will I get along with this person?
• Can this person be trusted?

If you only post stock photography on your website, you’re impeding the qualification process of those who would otherwise be ideal clients for you to serve. 

This impedance creates doubt in the minds of those who visit your site and have them look for alternatives rather than contact you directly. 

Why create that doubt when you can simply invest in an image content portfolio created specifically for you?

Some people argue that it’s hard to capture certain types of image content and it’s just easier to buy something already done. 

Sure, I can buy that it’s hard to capture certain types of image content based on the types of audiences you serve…

…but does that mean your brain is broken and can’t think of creative alternatives that involve you in them?

There’s ALWAYS more than one way to skin a cat.

For example, if you need photos of a boardroom meeting and your clients typically have you sign confidentiality agreements, then book a co-working space boardroom and have 3-5 of your friends show up for 30 minutes in their boardroom uniform best and instruct your photographer capture a wide variety of images:

• You leading a discussion
• Someone giving a presentation with slides
• Attendees taking notes
• Someone typing on a laptop
• Shaking hands
• People grouped together in discussion

This is a very generalized list, but you get the point. 

How many stock photos of the above scenarios have you seen floating around the internet? How easy would it be to simply capture images that you have full rights to and can do whatever you want with?

In collaboration with my clients, we’ve contrived a wide variety of lifestyle scenarios, including the above boardroom scenario, in order to get customized lifestyle portraits that they can use for their websites, including:

• Webinars
• Keynotes
• Workshops
• One-on-one consultations
• Working on technology
• Brainstorming ideas/mind mapping
• Day-to-day activities

Some have argued to me that it’s cheaper to purchase stock images than to hire a photographer for a branded lifestyle portrait session.

Here’s my two cents on that.

Depending on where you purchase the stock photos – Getty, Pond 5, Adobe, etc. –  the pricing might be considerably cheaper than a portrait photography session. 

But here’s the catch.

That photo isn’t exclusively for you – it’s for everyone else who purchases rights to it. Do you want to run the risk of posting a photo that 20 other people are also using? Specifically, people who also operate in a similar space of expertise?

In that case, buy the exclusive rights, you say?

Have you seen how much it costs to garner exclusive rights for one photo? If you have more than a handful of stock images on your site, that strategy becomes cost prohibitive.

At the end of the day, all roads point to you investing in an image content portfolio that has a wide variety of branded lifestyle portraits and other image content that uniquely illustrates who you are, who you serve, and why you do what you do. 

Your website is too important a marketing asset to be littered with images that can be found all over the internet. 

There is only one you, and you need to be front and center on your website!

If you would like to learn more about image content portfolios and the relationship between visual content and the written word, I invite you to subscribe to my blog, where I also share other storytelling strategies that help to create a memorable and referable online presence.

Ready to skip the reading and get down to work?

Are you ready to delete all the stock images on your website and start fresh with your own branded lifestyle portraits?

Let’s have a chat and see if we’re a good fit to work together on this.

 

John DeMato is a NYC branded lifestyle portrait photographer and storytelling strategist who serves speakers, authors, coaches and high-level entrepreneurs across the country. His 50+ page e-book, S.H.A.R.E. M.A.G.I.C.A.L. I.D.E.A.S., lays out the how, what and why behind creating a memorable and referable online presence – sign up to get your FREE copy today.

Looking for something to write about for online content?

Talk about the fires you’ve put out this month, for starters…

Regardless of what area of expertise in which you specialize, you undoubtedly have had to deal with unexpected left turns when it comes to your client work. 

While these speed bumps and hindrances are undoubtedly a pain in the ass with which to deal, you’ve handled it in the best way possible to satisfy your clients. 

The bad news is that you never know when these roadblocks will present themselves.

The good news is that you can leverage the entire experience in content that will deeply resonate with those that you serve.

I’ve devoted a good portion of my blog and social content to describe the various ways in which I’ve helped clients overcome emotional roadblocks, logistical hiccups and day-of-shoot shenanigans that could’ve ultimately affected the success of the session.

Ultimately, it only represented a small blip on the radar once we addressed the issue and moved past it.

Why?

It alerts clients of the type of service and experience that they should expect when they work with me.

At the end of the day, everything I write is not about me, it’s about my clients.

And sharing how you put out fires is a huge component to that puzzle because we all know that smooth sailing with respect to client work is rarely how things work out. 

Potential clients want a sense of how you handle yourself in those moments

Why?

When they read your content, they’re relating it directly to themselves. 

Let them know how you will take care of them should something unsuspected arise in the work you do with them.

Since we’re talking about putting out fires, let’s get some of them on paper for you right now.

Putting Out Fires — Idea Nugget Exercise

I want you to identify one client you’ve had over the past month where the road got a little rocky and answer the following questions. 

Don’t rush – take a couple minutes: 

• What was the 5-alarm fire that popped up during your client work?
• How did your client react to it?
• How did you react to it?
• How did you resolve the issue? 

Once you’re done, combine the answers together, tighten up the English, make sure the story is relatable to those in your audience and, suddenly, you have the raw materials needed to create a social post or blog article staring right back at you!

Then, the next question is how do you visually punctuate this story, whether its an image for your social post or a thumbnail for your blog entry.

The first question is whether or not you want to identify the client specifically. 

If so:

• Do you have a photo with the client? 
• A selfie? 
• Screengrab of you two talking via a web conferencing app such as Zoom? 
• A photo taken together at an event?

If you don’t want to identify the client and speak in general terms – I do this ALL the time – then:

• Do you have a lifestyle portrait of you working with a client where you can’t make out their faces? 
• On a Zoom call on your laptop? 
• On the phone speaking with a client? 
• A dramatic photo of you thinking to yourself that creates a sentiment of reflection and rumination?

There are a myriad ways you can visually punctuate a story like this. 

The key is that you first identify the specific fire you put out and write it down, and the image choice will inevitably follow based on your objective with the post and whether or not you want to identify the client specifically.

When you share content like this, you’re providing your audience of potential clients the opportunity to realize that whatever comes up while working with you, they’re in good hands and you know exactly how to take care of them.

That goes a long way in establishing a deeper connection, rapport and ultimately, trust, with those you serve.

Similar to this idea nugget-inducing article, I share a variety of storytelling strategies in my blog. If you’d like to receive them directly in your inbox to read at your leisure, then subscribe to my 

blog – I’ll throw in a free gift once you sign up, cause you know, I care, 🙂

If you’re looking for more personalized work to help you sort out your online content creation strategy, I can help you with that, as well. 

Set up a call with me and let’s see if we’re a fit to work together and how I can help you with your points of friction in this area.

 

John DeMato is a NYC branded lifestyle portrait photographer and storytelling strategist who serves speakers, authors, coaches and high-level entrepreneurs across the country. His 50+ page e-book, S.H.A.R.E. M.A.G.I.C.A.L. I.D.E.A.S., lays out the how, what and why behind creating a memorable and referable online presence – sign up to get your FREE copy today.

Want to know how to attract new clients into your online ecosystem?

Have conversations with your current ones and share them with the world.

It’s no secret that the key to building and maintaining a sustainable business model rests with your ability to attract and gain consistent attention from those you serve.

That’s why posting informational, entertaining and inspirational image content is essential in helping lay the foundation for building trust with those you serve.

But image content is just the start.

Bearing this in mind, I’ve recently started to incorporate video into my content creation strategy.

Although there are many ways to leverage video – behind-the-scenes footage and direct addressing camera to share an informative message, to name a few – I’ve been focusing solely on one specific, and simple, type of video content:

One-on-one conversations with my clients through video conferencing software such as Zoom or Skype.

(Here’s one way that I’ve been leveraging these conversations.)

No crazy equipment. No need for hours to set up the shots. No high-level producing required.

Just a nice conversation with someone that you’ve helped get over some things that were holding him/her back, 🙂

What Do We Talk About?

The goal is to record a 30-60 minute conversation that lays out the what, why and how behind their decision to hire me for my lifestyle photography and content creation services.  

As for the conversation itself, I’ve created a simple format that I follow for each:

• Introduce who they are, who they serve, and why they do what they do

• Ask them why they felt the need to invest in branded lifestyle portraits

• Was there any objections or apprehension before they decided to work with me

• We then talk about the experience:

• • Strategy sessions

• • Portrait session

• • Post-portrait session

• What are the results that they’ve received from working with me – could be tangible and intangible benefits

• What would they say to someone on the fence about working with me to illustrate the value of the session

Now, these are the basic topics I steer the conversation towards, but I often freestyle follow-up questions based on their answers.

Either way, this is an initial framework for you to figure out the specific questions you’d want them to answer.

The Benefits of Conversations With Your Clients

Although a pretty simple setup, there is work involved when creating these videos, fortunately, the juice is worth the squeeze, 🙂

Here are some of the benefits of recording these conversations with your clients:

Show how you solve your client’s pain points in their own words

Although you’re already sharing this through your written content, and in some cases, your other video content, it’s much more impactful and powerful when it comes out of the mouths of those you serve.

If a potential client listens to the conversation where your client is laying out their why for hiring you, that will resonate much more deeply with them.

Why?

They emotionally connect with your client because their success gives them hope that they, too, can get over the hump with their own issues and challenges.

And, here’s another fun wrinkle:

The more clients with whom you have recorded conversations, the more opportunity you have to relate to a wider group of folks within your specific niche of service since everyone’s reasoning for hiring you has their own unique spin on it.

The moment they connect the dots and discover that you’re a viable option to offer them the specialized help that they need, they immediately lean in more and pay closer attention to the posts that you share and the services that you provide.

Although they may not be ready to invest in your services at that particular moment, the nurturing process has officially begun.

And, when they are ready, guess who’s on top of mind, 🙂

Share the “Client Experience” Through Your Client’s Eyes

When you’re running a business and looking to invest in help, the bottom line results are what we’re after, but, the processes, experiences and hand-holding that produce these results are just as important.

This is something that you can deep dive into with your clients during the conversation; talk about the onboarding process, frameworks, strategy sessions and self-reflection work that led your client from where they were to where they are now with their businesses and lives.

Not only is this informative for your potential clients watching these videos, but, it’s also a jolt of inspiration to show them that working with you leads to positive change and results that matter to you.

That’s solid social proof right there.

When your clients share their experience working with you, it demystifies and highlights the process for everyone watching, giving them a clearer picture of whether or not you’re the type of person with whom they want to work.

Showcase Your Personality as a Qualifier for Potential Clients

When you share a long-form conversation with a client on video, that offers potential clients an in-depth view of how you communicate with those you serve.

Yes, your audience gets a taste of that through your written posts and articles, but on video, that impact is magnified exponentially.

Unlike a written piece of content, you’re talking with your hands, speaking in your own voice, making jokes and illustrating the unique way in which you create rapport with your clients.

Either your personality tunes people in or they’ll tune out.

Regardless, video leveraged in this way is a wonderful qualifier that will help save you time from having exploratory conversations with people who aren’t a good fit if your personality doesn’t mesh well with theirs.

Learn the Value of Your Services in a Way That You’ve Never Thought of Before

Although you have your own ecosystem with your own lingo that illustrates the various elements of your expertise, your clients aren’t you and they interpret your value through their own lexicon that lives inside their own heads and within their own communities.

Pay close attention to the way that they do so and share it through your own content.

Rather than doing keyword research online in order to create content that will resonate with those you serve, conduct it with those that have already paid you money for your services!

It’s a much faster and way more personalized process when you do it in this one-on-one setting.

Strengthen Your Relationships with Existing Clients

Before I committed to recording these videos, I had a ton of negative mind-chatter surrounding how much of a burden this will be for those I ask.

I mean, who’s going to want to spend an hour BS’ing with their photographer, right?

Not one person has said no thus far, and several, in fact, said it was an honor that I asked.

Well, guess I was wrong on that one, 🙂

These are your people. They are part of your community. They’ve paid for your specialized attention and are a much better person for it. You’re not a burden – you’re a game-changer.

And once you’re talking, the rapport that you had while working together will be reinforced and strengthened throughout this conversation.

If you feel like you’d be imposing on someone to have them take an hour out of their day to talk with you, stop it right now!

Of course, some people’s schedules are tough with which to coordinate, but, keep in mind how valuable this video is in the long-run and keep asking former clients until you get as many yes’s as you wish.

Amazing Content Assets to Leverage Everywhere

If you’re going to put in the work, you better leverage it everywhere in order to truly maximize the effort.

In addition to the client page that I created on my website, I’ve also leveraged these video conversations with my clients in the following ways:

• Blog
  • The full conversation sent out in a blog article to my email list
  • Soundbites that have been taken from each conversation and sent out to my email list
• Social Media

• • Posted selected soundbites on all social platforms – IG, FB, LI, Twitter
  • Created content from some of the insights my clients’ shared about the experience
• Drip campaign

• • Re-worked my “Welcome Aboard” email sequence to incorporate soundbites taken from 5 of the conversations I’ve had in order to nurture new signups into my process through the words of those I serve

Give me another week, I’ll probably come up with a couple more avenues to leverage this content, 🙂

Either way, you can see the value that this type of content offers you.

Empowering your clients to do the heavy lifting for you when it comes to promoting your services is an amazing way to draw attention to the magic that you do.

It’s a wonderful compliment to the work that you’re already doing with your social posts and blog articles.

And, it gives your potential clients hope that they’ve found the person that will help them get past what’s holding them back.

Pretty magical, if you ask me 🙂

John DeMato is an NYC branded lifestyle portrait photographer and content creation expert who serves speakers, authors, coaches and high-level entrepreneurs across the country. His 50+ page e-book, S.H.A.R.E. M.A.G.I.C.A.L. I.D.E.A.S., lays out the how what and why behind creating a memorable and referable online presence – sign up to get your FREE copy today.

Don’t look at content creation with dread…

..it’s an opportunity to flex your creative muscles…

When you’re on stage, in front of the room, delivering a keynote, bringing everyone in the audience along with you for a ride that will have many twists and turns and end with a bang, that’s when you’re at the height of your superpowers.

It’s a pretty magical experience, 🙂

These moments are powerful and when you share them with your audience, they do a good job of getting their attention amongst the 50,000 other things populating their social feeds.

One of the more common stories that I’ve seen speakers and authors leverage their stage photos is the good ol’ “really happy to be speaking at ______ conference today…”

Now, there’s nothing wrong with wanting to come up with a way to tag the organizer and show them your appreciation for the talk, and to illustrate to your audience your #speakerlife, but, these images are a lot more versatile than for just this purpose.

When crafting a memorable and referable online presence, it’s important that you share stories that illustrate your expertise, life as a business owner and life as a human being in order to connect with your audience on a level that creates a deeper connection and rapport.

Then, you visually punctuate the sentiments of these informational and inspiring stories with powerful images from the stage – in addition to branded lifestyle portraits, but, that’s another topic for another day, 🙂

The awesome thing about these candid images is that the sentiment and emotion created through facial expression, body language, lighting and composition can visually punctuate an assortment of potential stories that you want to pair with it.

Let me show you what I mean with one specific speaker image that I’ve captured for a client.

The Flexibility of One Photo is Enormous

This photo is of Jeffrey Hayzlett, and was taken at a NYC chapter meeting of the National Speakers Association.

His dynamic presence, genuine facial expression and demonstrative body language makes this photo a slam dunk around which to create a memorable piece of content.

Now, when looking at this photo, a variety of potential ideas for stories pop immediately into my mind.

Of course, when it comes to a specific speaker, certain stories make more sense for them to leverage, but for the sake of argument, let’s assume all these ideas are in play for Jeffrey to develop further.

These are not fully formed ideas, but simply the starting points for potential ideas that could develop into full-blown social posts.

I’d like to break down these various idea nuggets into three categories: stories that illustrate expertise, life as a business owner and life as a human being.

While simply looking at the image and brainstorming anything that comes to mind, here are a few idea nuggets that immediately strike me:

Illustrating Your Expertise

• “During my recent talk at @NSANYC, I shared a couple insights about…”
• “When you’re speaking in front of an audience, don’t pretend to be anything less than who you are. Deliver the message in the way that’s natural to you…”
• “When I am in front of a room delivering a talk, I feel at home…”
• “Being a leader means…”
• Pull a quote from a talk, interview or blog post that has a humorous twist in a way that this photo could visually punctuate.

Life as a Business Owner

• “I’m extremely grateful for being able to make a living speaking from the stage…”
• “While at a recent NSANYC event, I was excited to see my long-time colleague and friend_____, and I had to point him out…”
• “When I’m speaking in front of a room, I’m not in front of a faceless group of folks, I talk to them as if we’re one-on-one, shooting the breeze…”

Life as a Human Being

• “Although I am living the dream speaking from the stage for a living, there was a time that there was doubt and I wasn’t sure if this was the right path for me…”
• “As a speaker, we are business owners, and moments like this make the effort worth the challenges, but, the challenges are indeed, challenging…”
• Create a post that is punctuated with the #booyah hashtag since Jeffrey Hayzlett uses this hashtag in his social posts.

Now this is just a quick brainstorm that took less than a few minutes to generate these potential story ideas, and, I’m sure with more effort, even more ideas could be mustered up for this one particular photo.

Oh wow, its like that?

The takeaway from this is that the idea generation process can be repeated for every single image that lives in your image content portfolio, whether it’s an image taken of you from the stage, a branded lifestyle portrait or an image taken with a smartphone.

The versatility and flexibility of your image content is dependent upon how you approach each photo, and your ability to look beyond the what.

The what of the image is the foundation, no doubt, but, the sentiment of these images reach far beyond the walls in which the photo was captured, and that flexibility is always at your disposal, once you recognize the potential.

When I help provide this insight into the content creation process with my clients, I literally see the light bulbs going off in their heads as this newfound perspective is truly reinforced in their minds, forever changing the way that they approach creating social media and blog content in order to create a rapport and relationship with those they serve.

As far as I’m concerned, that’s a good start to the process, 🙂

John DeMato is a NYC branded lifestyle portrait photographer and content creation expert who serves speakers, authors, coaches and high-level entrepreneurs across the country. His 50+ e-book, S.H.A.R.E. M.A.G.I.C.A.L. I.D.E.A.S., lays out the how, what and why behind creating a memorable and referable online presence – sign up to get your FREE copy today.