Every so often, you come across a moment that makes every marketer wince.
For photographer Kev Timmons, it’s the £500,000 product photographed under fluorescent lights on an iPhone.
You can picture it, can’t you?
Yellow glare. Awkward angles. Reflections everywhere.
And yet, it happens all the time.
Businesses spend months (and thousands) developing something incredible, then let the first impression come down to a badly lit photo.
Because, as Kev says, “It’s not about the camera. It’s about the story.”
Storytelling that sells (and recruits)
In our chat, Kev made a great point: photography isn’t just about showing what you sell, it’s also about showing who you are.
When your visuals tell a story – of people, process, pride – they help your audience feel what it’s like to work with you. That builds trust, connection, and credibility.
And it doesn’t just attract customers.
It attracts people.
When your photos show a team that’s proud and engaged, you’re not just selling a product; you’re selling a culture. The kind of workplace others want to join.
The hidden stories you’re overlooking
Every business has those “I didn’t know you did that” moments.
Kev calls them the hidden opportunities. They’re the everyday parts of your process that you take for granted but outsiders find fascinating.
A welder at work.
A production line running at full tilt.
A designer sketching the first idea.
When someone with fresh eyes walks in, they spot the stories you’ve stopped seeing and that’s where your most engaging content lives.
The truth about DIY photos
Yes, you can take decent photos with your phone. But you need to be brutally honest about whether they’re helping or hurting your brand.
If your images are poorly lit, cluttered, or look like an afterthought, they might be quietly devaluing your product.
Professional photographers don’t just click a button, they craft the shot. They control light, reflections, and backgrounds to make your product look as good as it deserves to.
As Kev put it: “You can’t just fire a light at something shiny and hope for the best.”
Video and drone: more ways to tell the story
From close ups of your team at work to sweeping drone shots of your factory, each format plays a role:
- Photography shows detail and craft
- Video shows process and people
- Drone footage shows scale and capability.
Together, they build a complete picture of your brand story — from the ground up (literally).
Where to start
If you’re ready to get your visuals working harder for you:
- Review your current photos. Do they feel aligned with your brand value?
- Spot the hidden stories. What parts of your process could be more visible?
- Invest wisely. When it’s time for new visuals, choose someone who understands your industry, not just their camera.
Because great photography doesn’t just make things look pretty.
It makes them sell.
Listen to the full episode:
You’re Not the Only One: Why your product photos might be costing you sales (with Kev Timmons)
Find Kev:
kevintimmonsphotography.co.uk
or on LinkedIn
Want help turning your visuals into a real marketing story?
Let’s map it out together – cherryaidmarketing.co.uk/contact
