There are 'architectural photographers' out there who take wonderful, distortion-free shots of casework and other interior details. In certain instances, they are a good investment. But for me, at least so far, I've been able to accurately showcase work without them. Again, the decision ultimately depends on your judgement and on your potential customers. But whatever you do, have some kind of portfolio and update it regularly to include a variety of the work you have done.
Few things impress prospects more than a shop's versatility.
Next month, we'll wrap up the series with a little more about direct mail, radio and TV, and we'll talk specifically about how to be sure your message is consistent, whatever media you use to spread it. The Business Forum is co-sponsored by ISWonline and is moderated by Anthony Noel. All business topics are welcome, from sales and marketing to dealing with difficult customers. This article is reprinted by permission of Custom Woodworking Business Magazine . E-mail us and let us know what you think.