More Than a Thousand Words

How photography will revolutionize your marketing efforts

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Let’s face it: Marketing can be intimidating. It seems like every day a new standard is being set. Did I update my store’s Facebook page? How many likes did I get on Instagram? Did anyone re-pin my Pinterest post? How did our ad look in the paper this Sunday? Is our billboard in the right location? Do I really need a website? (The answer is “yes,” by the way.)

It’s true. These fancy, new-fangled platforms we use to relay messages change daily, but the power of a technology that’s older than all of us has not. Which technology? Photography.

Yes, there is still nothing more persuasive, more moving, more evocative than a picture. But taking pictures of jewelry can be as maddening as figuring out social media. It’s just down-right hard. And tedious. But I promise you, mastering the technique of photographing your jewelry means more likes and shares on social media, which means big things for your business.

I recently caught up with Danny Maldonado, one of our award-winning photographers, and asked if he could spend some time on the basics, on things that mean dollars for your business, on things that an amateur like me could actually pull off with limited time and funds.

In part one of this series, we’ll focus on choosing the right camera. Danny says that nowadays many cameras take great photographs, so your choice of equipment should be driven by what you plan to do with the imagery.

Gulp. I told him to keep it as basic and dummy-proof as possible, so he did. Starting with the basic iPhone and ending with the more advanced DSLR, here are the pros and cons of three cameras.

iPhone:

Use this for quick social media efforts like Instagram or Facebook posts. Remember to keep these photos simple; plan to feature no more than one or two pieces of jewelry per shot.

 Pros:

  1. Fits in your pocket
  2. Lets you post directly to social media
  3. Doesn’t require a computer
  4. Easy to use, even for me

Cons:

  1. Produces low-quality images
  2. Has limited editing capability
  3. Doesn’t allow enlarging for print media

Point-and-shoot

If you’re a new to technology or – be honest – slightly phobic about it, chances are you still have a point-and-shoot camera handy – or at least have one in a closet somewhere. If you don’t own one and don’t want to spend the money or time learning a DSLR camera, a simple point-and-shoot might be exactly what you need. They’re often loaded with modes that can help you achieve the look you want and are very simple to use.

 Pros:

  1. Costs you less than smart phones or DSLRs
  2. Easy upload to computer
  3. Won’t weigh you down
  4. Generally features optical and macro zoom
  5. Often comes with an editing program

Cons:

  1. Produces low- to mid-quality images
  2. Is really kind of outdated now

DSLR

This is the mac-daddy of all cameras. For those of you who want to venture out into the wild and exciting world of photography, this type of camera will let you go all the way. It features interchangeable lenses and lots of bells and whistles. With time, you’ll be sure to get the right shot, but DSLRs aren’t for the faint of heart

Pros:

  1. Offers a variety of high-quality lenses
  2. Gives you the best possible images – faster shutter speed, great exposure, more pixels
  3. Allows enlargement for print media

Cons:

  1. Will cost a pretty penny
  2. Takes time to learn
  3. Requires editing suite