Photography and Marketing Should Inspire, Not Manipulate

In my previous post, I mentioned a book I read recently that has really altered not only the way I see the world, but also how I operate within it. “Start With Why” by Simon Sinek is a must-read for everyone and I cannot recommend it highly enough.

The tenet of the book is simple – so simple, in fact, that it seems almost obvious. But, like many “obvious” things in life, it’s not obvious until someone smarter than us takes the time to point it out. Put in its most fundamental form, the idea is that successful individuals, leaders, brands and companies are successful because they have a common way of thinking, which is the opposite to most everyone else. Instead of communicating “what” they do, they articulate “why” they do it first.

Here, I believe, is a great example from the world of photography, someone we photographers are very familiar with…

“Ansel Adams”

I chose him because most people know the name and can recognize his images. He became so famous that many folks who aren’t photographers are familiar with him. Posters of his prints appear everywhere – I’ve encountered a McDonalds restaurant decorated with nothing but Ansel Adams posters. In essence he became a household name.

But why did that happen? He wasn’t the only person with a camera or the opportunity during his working life. He was a fairly humble fellow with no real thirst for fame, and spent long hours in the darkroom in preference to the spotlight. Although held in the highest regard, to say he was the “best” photographer of his time is not a very meaningful statement – what does “best” mean anyway? Don’t get me wrong, I love his photography, but I’ve witnessed [with shock] modern-day images that were technically as brilliant as Ansel’s get tossed out of a distinction panel at the Royal Photographic Society.

Reproduce The “Why”:

Many photographers struggle to emulate Ansel’s work without success. I understand that Yosemite and other locations are often abuzz with hundreds of photographers all attempting to recreate one or other of Ansel’s iconic images, often racing to be in just the right spot – all without success. The problem isn’t that they’re poor photographers or have inferior equipment. The problem is that they are copying Ansel’s “what” without authentically reproducing his “why”.

Although he wasn’t a marketer, Ansel Adams knew the value of starting with “why” (even if he didn’t consciously realize that himself). Here is what a modern-day clone of Ansel Adams might say by way of self-promotion:

“I’ve spent many years studying the techniques of photography, understanding light, film, filters, optics, developing & printing to the point where I’m considered an expert. I endure long and difficult treks through the wilderness to visit beautiful locations that I then capture with my state-of-the-art camera. I’ve become a great photographer and am proud of the work I do. Would you like to buy a print?”

If it were possible to have Ansel Adams stand up and say those words, all of them true, it’s doubtful that his message would be very effective.

What Ansel could have actually said, given the chance, might be more like this:

“I was fortunate to grow up in an age of exploration and progress, punctuated with the strife of a depression and the conflict of world war. I say fortunate, because I’ve learned the value of preserving those things that are of immeasurable importance to the world, such as the treasures of our natural wilderness. I believe that conserving the beauty of our national parks, such as Yosemite, and other natural wonders is vital. I can help achieve this by using my technical skills as a photographer to bring these places to the attention of the masses, so that everyone can understand the benefits of preserving them for future generations. By studying photography and perfecting my techniques I can try to capture as much of the natural beauty as possible in my photographs. Through my efforts, I’ve become good at what I do and am very proud of my work. Would you like to buy a print?”

Although Ansel Adams probably never said these actual words (if he had, I’m sure he would have been much more eloquent than I), he broadcast the same important message in everything he did throughout his life.

Technical vs Emotional:

Yes, the photographs are technically brilliant; they are perfectly exposed, beautifully composed, well seen and exquisitely printed. But their success has nothing to do with film, cameras, f-stops, shutter speeds or filters. It has much more to do with what the photographs stand for, what they represent and how they make people feel when they look at them with the icon of Ansel Adams in the same mind-space as the image.

People love his photography because they believe in the same things Ansel did; they understand his “why”, his passion not just for photography, but also for the beauty and conservation of the world around us.

Inspiration Beats Manipulation:

As photographers, it is our responsibility to inspire, while the purpose of our marketing should not be to manipulate but to communicate the elements that inspire us to do the things we are so passionate about. When our prospective clients understand “why” we do what we do, and they believe in the same things we do, then we have the perfect match. At that point they are not customers, or simply clients – they become our collaborators.

Here’s another post you might be interested in if you want to know “How To Be A Professional Photographer“.

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How To Be A Professional Photographer Ansel Adams, attitude, inspiration, marketing, Simon Sinek, Start With Why