How to choose and use eye-catching photographs for your marketing Did you know that using the wrong photographs (or not using any photos at all) could be costing you sales? Have you ever struggled to find decent photos for your marketing materials -- and decided it was so hard, you wouldn't bother? Or perhaps you took your own photo with your digital camera? Is the impact of your marketing suffering because the photos you're using aren't quite right? Like it or not, in business we all get judged on appearances. So if your prospect is looking at your marketing materials but has never met you, they'll be judging your business based on what they see in front of them, be it online or in print. That means that every little detail takes on a huge significance: the design, the spelling, punctuation and grammar... and also the visual imagery. That's where the photographs come in; they provide visual imagery. It's a tricky area though, because if you choose the wrong photograph it can: Alienate your prospects if you've used unappealing images. Make your service or product look cheap if you've taken your own photographs (and you're not a trained photographer). Attract the wrong kind of prospects (which then fail to convert, because they're not your target market). Think you can get round this by not using any photos at all? Well, marketing materials with just words and no photos are boring. Lots of words (without pictures) are visually daunting, so many