March 15, 2011
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Let’s face it: faces are important.
Research indicates that we recognize our mother’s face within days of birth, and we begin differentiating facial expressions at around three months old. Remembering faces is apparently so critical that, as we mature, we keep improving the ability for about a decade longer than most of our other mental abilities.
People don’t excel at hearing you or reading about you. They excel at seeing you.
If your photo is missing or misused on your website, social media profiles, brochures, and other introductory materials, then consider this your call to action. A few simple suggestions can help you literally put your best face forward in your corporate communications
Photographs are so important because vision is by far our strongest sense. According to Now You See It author Stephen Few, approximately 70 percent of all of our sense receptors are located in our eyes. It’s significant, he notes, that we say “I see” to indicate that we understand.
The science is interesting, but what’s it got to do with you as an investment advisor? Proper use of your photo is among the easiest, most cost-effective and powerful client relation tools available. Consider the value of your smiling mug in the context of a prospective client comparing your services against others, or an existing client weighing other options as he or she revisits your materials. A decent photo cements relationships, strengthens personal connections, and adds instant personality and approachability in a way that 1,000 words can’t achieve.
Make it meaningful
Just as choosing the right words matters for your corporate communications, so does choosing the right images. As an advisor who advocates a passive investment style, you wouldn’t publish tips on how to succeed at timing the market, even if they were spectacularly well-written. Similarly, don’t use photos – even really nice ones – that don’t reflect the right message for you. Here are some considerations:
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