As you start to wrap up your latest and greatest project, you will most likely need to establish if it is worthy of a professional photographer. Maybe this is portfolio worthy and you know that it will attract the clients that your are looking for. Perhaps this is the first time you have decided to invest in professional photographs. In either case, it is important to know what you want these images to do for your business; what is it that you hope to accomplish with these photographs?
The truth is, you don’t really want the photographs. Instead, you want the results or benefits that these images can bring. For example, an architectural firm looking to create a brand image, showcase their craft, and ultimately build their business, will need to implement quality images to allow prospective clients to see what they can deliver. To give another example, a hotel might want to make the transition from a low end to a high end provider, increasing their overnight rates in their newly renovated rooms. However, to meet the standards and attract their targeted clients, they will need images of sufficient quality that can match their new price point.
I have put together a worksheet to help you determine what you want these photographs to accomplish. Take a moment to write down the benefits that you want to gain from investing in professional images.