So now let's talk about product photos and videos and all of that so there's a great quote that says people on ly remember ten percent of what they hear twenty percent of what they read but about eighty percent of what they say see and do and the reason this is really important this is huge right? The difference between ten percent and eighty percent is huge but when people are clicking through your website they're interacting with you they're actually doing something when they click of to watch a video they're actually doing something and yes they're not necessarily you know, taking your product and looking at it and try and get on but they are still doing something and they're more likely to remember what they're doing if you're asking them to take some sort of action and there's another quote that I wanted to share with you this is by poll martin lester and he said something is happening where becoming a visually mediated society for many understanding of the world is being accompli...
shed not through words but by reading images and I know we were even talking at lunch some of you were saying I'm a much more visual learner and I think a lot of us can relate to that and I know there's been a lot of studies done where they they tracked people's eyeballs to see if they go to an image or if they go to text first and almost always people go to the image first and then they go to the tech so having great professional looking images on your website is really, really key, but images that reflect your customers lifestyle again we're keeping them in mind yes it's highlighting your product but how does that product fit into their lifestyle? So I mentioned this before, but they're most likely to look at your photos before they actually read your product description because a photo is much easier to take in, right? If you have a ton of text on the side and a simple photo on this side, you're probably going to go there first and look at the photo before you actually start reading, but once they start reading their sort of committee anger, you've asked them to make commitments so you want them to do both because that's why it's really important to have the product description there too? Because they're more invested in you they've not only looked at the image but they've taken the time and made a conscious decision to keep reading and that is really, really important again you wantto get them to trust you you wantto build your credibility and all of these things sort of subconsciously do all of that and your product photography really and I have tested this I can tell you how many times by your products photography really can mean the difference between amazing business that you have and a business that is not really doing that well and your products are exactly the same, the whole look of your website can be exactly the same by you can lose a sale with your product photos, especially if you have higher and priced products and this is really, really important. So I wanted to show you two photos. So this is the photos of my soaps, and this is the first photo that I took before I got my packaging, so I'm still having my packaging made, but my website was ready, so I said, ok, I am ready to launch my web site. I have my product sitting right here. I can take some photos, I can put it up there, and I put up those individual photos for each of my product pages. And then I sent down my website. I know we'll do this sent it to my friends and family and send my shop is open for business here. And yes, I had some friends and family who bought, but they mostly bought because they knew me and they wanted to support me, and they were excited about my product, and then I took the same photo, and I send it to the media because I said, well, I don't want to wait another two weeks before my packaging comes in. I want to get my products and magazines right now, so I send this photo with my pitch, which we're going to talk about and they three. But I send this photo to hundreds of magazine editors along with my pitch as to why I thought my products were really great for their holiday gift guide and guess how many respond that I got back zero. So, yes, so then I said, ok, it was too early, I wasn't ready to launch, so then I had some professional photos taken and with my packaging, which makes a huge difference, I think packaging can be so underestimated, it's sort of an afterthought for a lot of us, but it really should be one of the most important things you pay attention to. But then I put all of these photos in each one of my product pages, and I send the same exact email literally, same exact text, same exact subject line, same exact body of my email, except the only difference was this product photos and again went out to the same list of magazine editors, and I kind of felt silly because I thought what I already emailed his people, we could go the same page, but it was just I did it wrong, so let me try again, so I emailed them with this photo and guess how many people wrote back a ton? So a ton of magazine editors roll back some of them right away and said, oh my god, I love your products! We would love to have them in our holiday gift guide, and by the time my whole holiday give guy campaign was done, I was able to get my products and more than fifty magazines, which is huge. So this is just really goes to show that your product photos are so important, but then again, so is your product description, so I don't want you to think that anyone think is more important, but if you're going to focus on something and that's going to be the only thing you focus on your product photos should be the main for the main thing to focus on because really can mean the difference between selling your products and having an awesome business and not so. I hope by showing you this that you like you couldn't see a huge difference, and if you're just to look at that photo by itself, it's not that bad, right? It's not like, ah, horrible photo, but it could be a lot better and then you put this alongside it and you couldn't really it really makes the second photo stand out and just look so much better and it reflects my branding and it it just really shows my products and showcases my product and I would pay eight dollars for that I don't know if I would pay eight dollars for the soap in that photo so this is how your product photos as part of your branding how you can charge higher prices and why you really should pay attention to that so I see a lot of you nodding your heads yes it's true and I've experimented so I know this works all right so let's talk about a few more tips when it comes to your product description so professional looking photos we talked about that I don't think I need to convince you that you need those but he also need to provide views from different angles especially if you have a product like a t shirt right? Someone should be wearing it from the front from the side from the back that way your audience when they're coming what if they're wondering I wonder how this looks from the back how long is it in the back? How is it going to look on the side so you want to make it easy for them to sort of imagine your product from every angle that they would if they were trying on your product or looking at your product in the store. So if you have a product that's package, maybe take a photo off the back of your packaging the side of your packaging, and I know a lot of shopping carts. Now let you put a time of photos up there and you can have too many photos. People little literally will sit there and look through every photo and the more photos they look at the more time they're investing in you on again, the more likely they are to buy because you're giving them more stuff to dio, and they've already subconsciously said yes to you by looking at the second photo in the third photo and the fourth photo. And so on cell I do, I think it's really important to provide more than just one photo and if you can, from every single angle of your product, and sometimes people have photos just off their products and sometimes it's a lifestyle photo, but I highly recommend doing both, so some people can relate more to just the product standing alone. Some people want to see themselves worrying it or using it, so if you can put it into setting that the prada, it should be used in again it. Makes their work easier and they consort of imagined themselves using your products or seeing if their lifestyle fits into the lifestyle that you're trying to share with them you might ask a couple questions we had a couple good questions one about product descriptions and one about photography and they kind of tying together how do you recommend? Well, here creative life we do have one or two photography classes in product photography I joke there's thousands of dr v classes way have product photography classes do you suggest the people out there go out there and shoot their own photography or hire professionals or does it depend on what level they're at? I think it's more important to have professional looking photos than it is to have a professional looking video so even though I think it's important to have both of them professional looking but I know with me again when I first launched my t shirt business it was just me taking photos of my t shirts like just laid on like a hardwood floor or on the grass and they were ok, but once I hired a professional photographer to do my photos again, my sales to cough and I could justify that larger price tag so I think just like we're talking about video getting someone to do it for free or small budget you can find someone to do your product photos professional looking product photos for a really small budget as well. So I think it is one of those things that you should invest in. If you're not a professional photographer, if you don't take the time to really learn, because you can learn how to take a really great product photo. So if you want to learn how to do that and do it yourself, go for it. If you feel like that's, not something you'd really want to focus on. Definitely invest in it. But it's something that you shouldn't boot strap on.
Andreea Ayers is a successful entrepreneur who has started and sold three companies over the last five years and currently runs two. As the founder of www.launchgrowjoy.com, she helps entrepreneurs who wish to launch a consumer product line through retail
This class is perfect! A great overview and explanation of what you need. I really like the simplicity and after watching it for free I bought it so I could pause it and implement the ideas as I went through the course. I love my page website now and highly suggest this class!
a Creativelive Student
This class is packed with useful information presented in a clear and coherent way. Andreea Ayers has a track record of success in e-commerce and offers ideas and tips that come from experience. Whether you're just starting a website or looking to improve an existing one, this class will help you get your mind working and your creative juices flowing. Highly recommend!
a Creativelive Student
Wow! I bought this class on a whim and didn't expect to get as much out of it as I did. It is to the point, filled with really good information and presented really well. I am so glad I got it. We are about to redo our website and I feel a lot more confident about doing it right now.