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Is your baby ugly? - part 2 of 1 2 3

Published 01/01/2014

During his Masterclass at the Convention, I listened attentively as he explained some basic truths...

"Understanding the basics makes all the shiny things easier to use." Damian McGillicuddy

Simple but so true. If you don't know proper lighting or if you haven't figured out how to use your fancy camera (because you don't want to read the manual), don't complain if your work is just blah. It's not the 'economy' people! We have got to stop making excuses for sub-par work and blaming everyone and everything else, it's time to take the bull by the horns and take responsibility.

With so much competition these days, it's now a prerequisite to be unique and provide a service that is above and beyond what was considered the norm before. We no longer live in the commodity economy where people were happy to pay for a faceless service because they didn't know any better (goodbye second-hand salesman). We now live in the 'connection economy' (to quote Seth Godin) which means people want to do business with people they like.

Think about it ... when is the last time you bought a high-ticket item? How did making the purchase make you feel? Did you make the decision to empty your wallet because the shiny features made a whole lot more sense, or did you feel excited about your final choice?

Damian McGillicuddy agrees with me too. At his photography lighting class he also said: "What are you trying to say? What must the viewer think or feel? Make them look good not short, fat and dumpy!"

Love that last part, but hey it's true! Your clients want to look good and feel great too. Don't underestimate the power of the experience.

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1st Published 01/01/2014
last update 09/12/2022 14:55:19

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