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than showing pictures of remote clickers, a radio receiver and cables.
How it works
The how it works shot is simple. It’s a single image that illustrates how a product works or is used. BankSupplies of Belleville, Michigan uses this technique to market items for banks and other companies that handle large amounts of cash and coins. The company sells a variety of security seals for securing money bags or security boxes in transit. When photographing its Mini
Jawlock Seal (right), the company could easily just show a lay-down shot of the seals, which is what most of its competitors do. Instead BankSupplies shows a pair of bare hands securing a zipper bag with the seal. This one image answers several questions. It shows a buyer what the seal does, how it is attached and for what type of bag it is used. The image telegraphs three important messages instantly. The headline copy then states that the smooth pull handle prevents hand lacerations when tightened. This fourth message is reinforced by the photo.
The best b-to-b photography appeals emotionally
to the person leafing through your catalogue and making the purchasing decisions. It tells stories, and it answers questions. Your customers will pause and look at your pictures, which is the first step to making a sale.
George Hague is principal at HagueDirect, a US-based full-service marketing firm.
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Ad.indd 1 09/06/2011 16:45
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