In the world of marketing, messages can be sent and
received in myriad ways. The best PR and advertising firms have an edge
up on their competition because they know which ways are the most
effective. So the question must be asked . . . are your marketing
materials effective?
The question begs to be asked, but few want to
verbalize the answer when they are in the hot seat themselves. So what is
it exactly that makes some materials effective where others are not? Some
simple answers are things like clarity, lighting, expression, and print
quality. Images that are blurry or do not clearly show the talent’s face
or body are not as effective since the client is unsure of what they will end
up working with on set. Poor lighting or print quality can also be
damaging to a talent’s opportunity if skin tones are not even or shadows darken
an image. Printers know how to make color pop off of paper, but images
printed on poor paper stock or with bad color presses can actually make skin,
hair, and even eyes odd shades of their true color. And what does your
expression say? Or, perhaps we should ask, does it say anything?
Images without personality are certain to be passed by – no one wants to work
with a dud!
A truly great image hides imperfections and
accentuates physical assets. It also captures something in the actor or
model’s eyes, body language, and/or personality that we can read into
farther. In great headshots, we can imagine what you were thinking,
saying, or could be doing.
How do you know if you have a great image?
The most telling factor is whether or not you are being booked directly off of
it. Direct bookings only happen when talent have created a brand clients
ask for by name or when an image is strong enough that the client feels
confident in putting money on the line. Another confirming factor might
be the amount of go sees or auditions you go on. One image can open or
close doors that you never realized were possibilities!
If you aren’t convinced that your materials are the
most amazing version of YOU possible, start back at square one and get some
that make you feel like a rock star. You don’t need to look like someone
other than you, but you do need to look like the BEST possible version of you.
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