I posted earlier about headshots (some are best described as mugshots). Reviewing the new website of a very qualified and highly competent CPA firm, I was taken aback by the picture presented of their staff. (I'm not even going to talk about how group shots are almost always ill-advised. Among other issues, what happens when someone leaves the firm?)
A bit of back-story: this firm recently changed its name so they employed a marketing agency to help them re-brand themselves; therefore, they had professional help through this process. See what you think of the staff picture (please forgive the picture quality - had to create a gif from a flash-enabled graphic): 
So, what do you think? I like the functionality built in to the photo (that can be accessed from the firm's website - not from here). I also think it's a perfectly pleasant picture. However, it's a truly missed marketing opportunity for this firm. Rather than looking like a firm I would trust to help me make financial decisions, this picture looks like a bunch of folks at the local Mall.
So what, you might ask? They were obviously attempting to be approachable by "regular folks."
Well, I'm regular folks but I want to be thought of as more than regular folks. They forgot about aspirational marketing which all professional services firms would do well to remember. Your clients aspire to more than they have or more than they currently are. You have to acknowledge those aspirations and market to them.
While I might like to have lunch with many of these people, I want the firm that provides financial information to me to be knowledgeable and professional and to look like it. When they look good, I, the client, look good. And, I'm willing to pay more for the services they provide.
It's so simple yet so often forgotten.
Next post will contain a few examples of how to present yourself and your firm the right way.
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