I’ve been photographing athletes for two decades and it amazes me how many fitness professionals enter into arraignments with photographers without discussing this most important subject. Shouldn’t EVERY image that you and your photographer produce together highlight the competitive advantage your bring to your clients? From a strictly business standpoint, great photography means nothing unless it shows off those elements that make you distinct, better than everyone else.

2) What is your USP (Unique Selling Proposition)?

What is the “outcome you’re offering your clients? Weight Loss? Strength? Flexibility? Endurance? Mental Toughness? If your photographer isn’t asking your about this, he/she has no chance of creating imagery that will resonate with individuals who desire that outcome.

3) What does your “perfect” client look like? Age? Fitness Level? Demographic?) What does your “perfect” client look like? Age? Fitness Level? Demographic?

Who are you trying to reach? Every image you put on your web site, brochures, products MUST resonate with your target clientele or you are wasting your money.

4) How do you intend to use these images?

What are we doing here? Are we shooting for your web site? Brochures? Social Media? How about a “fitness head-shot” for any speaking engagements or articles that you might write? Are you planning to do an email campaign based on a specific “boot camp” that you are holding? As a photographer, I can’t provide a “complete” solution unless we discuss these things in advance?

5) What makes your “brand” unique?

This always seems to be the hardest question for my clients to answer. In many cases, they have never really thought about it. Let’s face it, fitness professionals are a lot like photographers…. there are thousands of them in your city. You have a brand whether you like it or not. The question is…. are you going to take control of that brand. The photography you use in marketing is a critical component in influencing people to choose or not choose you. Make sure your photography is “Brand Specific”.

6) What new initiatives do you have planned? How do you intend to grow your business?

Are you planning to launch a new product line? Speaking engagements? A supplement line or nutrition bar? What about your blog? Are you writing? What kind of photography will you need to these future projects? Set clear goals with your photographer as to “what comes next”.

Megan Potter – Owner/Personal Trainer at Damage Control Fitness in Fort Collins, CO

7) What about color?

8) What is your desired outcome for this photo-shoot?

Is there a specific goal for this shoot? A new web site? An email campaign? Are your trying to attract new clients or educate your existing clients? At the end of the day, what do you want these images to do for you?

9) How often do you plan to update your imagery?

If your not updating the images on your web site and marketing materials at least every 6 months (preferably, every quarter) then you’re diluting your brand. A good photographer can be a huge asset in developing an action plan to keep your imagery fresh and consistent. Develop a plan to create new “brand specific” imagery at least every 6 months.