If it sounds too cheap

A Toronto-based mining company just found out that if it sounds cheap, it probably isn’t a bargain.

In February this year, a mining company requested a quote for business headshots of six executives for its new web site. I quoted about $1500 which might be average for a job like this. The company replied that it had “decided to go in another direction.”

A few days ago, the same company e-mailed to ask if my February quote was still good.

Before replying, I went to the company’s web site and saw six business portraits. The photos’ EXIF data revealed that these were shot by another Toronto photographer in late February, about two weeks after my quote was turned down.

A look at these six headshots on the mining company’s web site showed:

• The president has a lopsided jacket, a crooked shirt collar and a shirt label sticking out. A sloppy look especially for a company president.

• One vice president has a crooked collar and an obvious shirt button problem.

• Another vice president has a loose tie, twisted shirt collar and an open jacket.

• Another has a crooked blouse resulting in a very awkward neckline and there’s some hair in her face.

• Another has a loose shirt collar, loose tie and twisted jacket lapel.

• The final vice president looks pretty good.

It’s obvious that none of the executives were given any clothing suggestions. A purple polka-dot shirt? A black jacket with black shirt and black tie? It’s also obvious that none were given any posing guidance.

President’s wife to the rescue

Before re-quoting the company, I asked what they paid the previous photographer (“about $500”) and why they wanted the pictures reshot.

The company initially thought its portraits were okay. They were only small pictures on a web page and “we didn’t think they were a big deal.”

But the president’s wife didn’t care to have her husband “looking like a bum.” So the company reviewed the pictures and decided to reshoot all six of them.

You get what you pay for

When you pay less, you get less. Always.

Maybe it’s less experience, less attention to detail, or less understanding of the job requirements.

The job requirements include not only the technical photography part but also various intangibles such as: knowing the overall look that’s needed, understanding the psychology of headshots, and knowing that a business photo has to send the right message.

A business headshot is not about getting your face recorded. It’s not a driver’s licence photo.

A business portrait is about creating an image that’s relevant to your business and your customers. Remember that a business portrait is not for you, it’s for your customers. What do your customers need to see?

There’s a big difference between looking casual and looking sloppy, between looking professional and looking like you’re going to a nightclub.

Good photographers are about much more than just taking pictures. They see things you don’t. They know to fix things before they might cause a problem. They worry about small details. They understand what you need. They know results matter. This is why they cost more.

The next time you’re looking to hire a photographer to help market your company, ask yourself if your corporate image is worth more or worth less.