Why fitness and health professionals should not use stock photos for marketing.
The health and fitness industry in the U.S. continues to be a growing industry, which means there are a lot of lucrative opportunities for people in the industry such as personal trainers, fitness instructors, massage therapists, alternative therapists, physical therapists, chiropractors, and psychiatrists. You might be one of these professionals that is striving to make a name for themselves by branching out on their own, starting their own gyms or private practices, and even offering online services and products. Because of the level of competition, self-promotion and marketing will be a huge factor in the success of your business. How well you master the marketing game will make you or break you. This is why using professionally shot photos instead of stock photos are key for any serious business.
With so much competition out there, how can can you make yourself stand out? The simplest answer is to be yourself and show what makes you unique. I know that is easier said than done, but one of the most effective ways for your target market to get to know you is to have compelling photographs that represent YOU as a brand and not someone else. Promoting professionally shot photographs instead of stock photos should be a no-brainier.
Make the Right First Impression with Professional Photos
If you are serious about establishing yourself as a respected brand, don’t settle for using stock photos. People will respect honesty and authenticity much more. Your market needs to be able to trust you before they are going to buy from you, so you have to give them a feel for what it’s like to work with you, and to see the results that your clients achieve. Displaying stock photos of random fitness models and people that are pretending to work together will not help your case. You wouldn’t believe how many personal trainer, fitness instructors, therapists and other fitness/health professionals rely on either stock photos or amateur-looking photos that look like they were shot on a cellphone.
Wouldn’t you feel a bit worried if you arrived at a doctor's office or gym and noticed the interior, staff, and doctor are all completely different than what was shown in the pictures? That results in an instant loss of credibility. Remember that your website will often be where you make your first impression on your market. If you use a stock photo that clearly has nothing to do with you, what kind of message are you sending? The health and fitness industry is all about making relationships, so you want to make sure you start out on the right foot. With the amount of competition in the marketplace, an eye-catching photo can be the difference between making a sale and losing out to your competitor.
Stock Photos vs Hiring a Professional Photographer: The Final Word
More and more we are getting bombarded by photos and videos. So much so, that some people don’t even bother reading written content. While it's true that a picture says 1000 words, make sure that those words are your own. I know the cost of using a professional photographer is much more than paying for a stock photo, but you will get out of your business what you invest into it. I know that most of you would rather spend your time helping your clients and patients instead of worrying about marketing, but the reality is that how well you market yourself is the most important factor in your success as a business. Hiring a professional photographer to produce remarkable photos for you will help you stand out from the crowd and will be one of the best investments you can make.