Debbie Mayo-Smith: Unlock the power of your images

Debbie Mayo-Smith.

Do you remember your first taste of sushi years ago? That bite that changed your eating habits for good?

I had a similar experience last weekend. Not only will it change my habits, but my marketer's mind has been set on fire. I can see at least 1001 uses. Let me explain the problem, then detail what I'm talking about.

I know I'm not alone in saying that since we got a digital camera, and now iPhones, we've barely printed one of the tens of thousands of photos we've taken.

You're probably like me: photos from your business or workplace, photos of kids, dogs, cats, vacations - all trapped in the computer or on the cellphone. I asked "Do you print your photos?" on my business Facebook, Twitter and LinkedIn accounts. Almost every response concurred: printing is rare, and then only for special occasions or gifts.

The social media question was research for my speaking engagement with one of the most lovely groups I've worked with, Kodak Express. After spending four days with them overseas at a conference, I've come away with a new knowledge of the professional services available today for personal use, but more importantly, a huge enthusiasm for the way that businesses can use their "trapped images" to make more sales.

Many of you might know of the new photo book concept. I had vaguely heard about it, but didn't pay heed. In case you haven't, a photo book is a hard or soft-covered book you make yourself from your photos. You select the combination of pictures, their orientation and layout, and the text to accompany them. They vary from 14 to 20 pages and come in different sizes. They're relatively inexpensive and quick - if not immediate - to make.

So why do I think photo books are such a great concept for almost every business, school or charitable institution?

Two reasons. First, you know a picture can say more than a thousand words. Use this to your advantage in your business to help get your message across. Second, the importance of projecting a professional image for your business.

Perhaps you are using photos to illustrate your work now. But how many simply use a plastic binder with the photos in see-through leaves?

Yuck. That is not professional enough, especially in this competitive market.

More importantly, you need a way to stand out and differentiate if you don't have the cheapest price in town.

Here are a few of my ideas as a starting point on how to make more sales using photo books. Take these ideas and apply them to your business:

As a professional portfolio

*Hair Salons. Hair styles, cuts and colours for men; for women.

*Building firms, developers, architects. Building styles and options.

*Kitchen designers. Kitchen configurations, cabinetry.

*Real estate agents. An additional marketing piece (to the internet video) to send to a keen buyer looking at a high-priced home.

*Landscape artists. Finished garden configurations and settings.

*Caterers. Food, menu options available.

Let the photos sell for you

*Electricians, plumbers, installers, carpet cleaners. Before and after photos with testimonials from clients typed in.

*Dentists. Before and after smiles for whiteners, braces, caps.

*Hotels and conference centres. A photo book for each of the ways a room can be set up. They'd have a wedding portfolio; the corporate conference option; the awards ceremony option.

Tell a story, walk through a process

*Building plans from work in progress to the finished building.

*The steps a bathroom goes through when renovating.

*Travel agents. A book each for different cruises, intrepid journeys, luxury trips.

Show off facilities

*Hospitals, day-care centres, hotels, restaurants.

Fundraising charitable institutions

*As an alternative to the normal chocolates and activities that schools, kindergartens and sports teams undertake for fundraising.

*Organise for parents to create their own discounted photo books with the discount going to the organisation as a fundraiser. It can be a do-it-yourself activity or even an evening get together with laptops and internet access.

*A photographer can go onsite at sports events, school balls, theatre productions to create a photo book and simply take orders. Why, even the All Blacks, the All Whites and the Silver Ferns should be using them as memorabilia.

*Gifts, promotional items, thank yous

*Luxury item purchase thank yous. A photo book of their brand new car or home for them to share with other people.

*A calendar in commemoration or as a business thank you.

*Take-home items after events, conferences.

Debbie Mayo-Smith is a bestselling author and international speaker. Twitter mseffective

debbiespeaks.co.nz