There’s a saying "A photograph is worth a thousand words" and, in marketing and advertising, a thousand words is a lot of information. If one photograph can say a thousand words about your business, then it makes sense to include photos in all of your marketing materials.

But, a photo does more than describe your industry and products visually - a photo also imparts emotions and feelings about your business and services. When adding photos to your marketing pieces - in print and online - you need to make sure you’re sending the right message visually.

So, what are your photos saying about your business?

If you feel strongly about the image you’re projecting to potential clients, invest in good photographs. The best way to do this is to hire a professional photographer. A professional will know how to make your products and services look great through proper lighting, staging and composition. Many businesses assume that a photographer will be expensive but the reality is, if one professional photo convinces one person to contract your services, it’s possible that you just covered the cost of the photographer.

Photos must convince potential customers that you’re the leader in your industry and they have to hire you. The photo must entice them enough to contact you, and only you, for more information.

If you’re convinced that you can project a professional image through your own photos, make sure you’re using a digital camera with at least 5 megapixels of resolution for the best quality and, to keep your camera steady, use a tripod. Take several shots and try differerent angles and lighting.

If good photos give the right impression, what can bad photos do? Bad photos can give people the wrong first impression about your company, plus poorly staged photos can make your projects look awful! A bad photo can distort your subject matter and make your workmanship look shoddy. The result is a loss of potential business.

If indeed "a photograph is worth a thousand words", what are your photos saying about you?