I read a great article over on Copyblogger recently which talked about music and how we understand it. The author explained that without silences in music- the spaces between each note- the whole piece of music would otherwise be a jumbled mess that we couldn’t make sense of.
Silences – those things unspoken – are just as important as those which we can hear loudly and clearly.
How can photographers who want a successful business use silences to their advantage?
As well as silences within the actual frame – like uses of negative space- it’s within a your website and blog that silences are truly important. On our sites and blogs, our images are the ‘notes’; those things which obviously and clearly speak the loudest. But the ‘silences’ as we have seen, are just as important – and on our websites and in our blog posts it is our text, our words that are our ‘silences’. Our sites might not be a complete jumbled mess without them, but without a logo, information, or context they are just images floating around cyberspace
So the words that we choose to use are just as important as the images we select if we want our images to make sense to our audience.
And not just that- in the same way a songwriter uses silences to stir up emotion, to pull at our feelings in order to cause us to truly relate to the music, our words can do the same to our target clients.
The point of all of the notes + all of the silences is to make you feel something, a connection. The point of our images + our words is the same.
Are there any unnecessary words on your site?
Is your about page description powerful? Does it make you excited when you read it?
Have you encouraged people to sign up to your email newsletter?
How can you use emotive language and description on your blog posts to help create a sense of place?
Your opening images are just the start of your song. You want your clients to desperately want the whole album. You want them hungry for your next blog post instalment, signing up to your email list, interacting with all of your posts.
That’s the point of your site, and the power of every single status you post on your social media sites. They present your song to the world, so that those that dance to the same beat as you look at your work and say ‘I get it. I understand. I hear you’ followed by ‘I want to hear more’.
How can you be what your client wants to hear? What do you think your target client wants to read? How can you use words to strengthen your images? Understand what it is your key clients want, and give it to them.
To find out more about your target client’s needs + how you can be the photographer they choose, read our guide here.