AEO is becoming increasingly important but it still has a way to go in finding local small businesses.  I did three ChatGPT searches about photographers in Greenville, NC, where I live.  Here's what I found:

This is critical.  Share your testimonials if you have them.  Share your accolades if you have them.  Share your social proof.

When people think about event photography, they think about… well, the event. The ribbon-cutting. The keynote speaker. The awkward networking conversations happening near the snack table. And yes, that’s part of it. But what you see during the event is only the tip of the iceberg.

This is an excellent primer on something that I don't cover much in this newsletter: paid advertising.  Don't be afraid to spend money on advertising, just be careful.  Dip your toe in cautiously and then scale when you're ready.

I don't usually include lengthy whitepapers but I thought this one was fascinating.  Sections 1 & 2 are the ones that apply to you.  Stat of the day: 91% believe visuals communicate better than text.  Here's looking at you, photos and videos. 📸🎥👀

Let’s start with the big question:
What the heck is branding photography?

Because let’s be honest, when most people hear “branding photos,” they either picture a logo photoshoot (nope), a bunch of corporate headshots in front of a gray backdrop (also nope), or influencers twirling in wheat fields holding coffee mugs (ok… sometimes, but still mostly nope).

Most of these should sound familiar if you've taken my FB Algorithm or Content Marketing classes.  One item that I need to do more: ask questions.  That's #1 on the list for a good reason.

It isn't enough to just have quality content.  You need to hook them right away.  I've been struggling with this in my video content.  This article helped me brainstorm a few new ideas.

You know what doesn’t convince prospective parents to tour your school?

A brochure full of stiff, expressionless children staring blankly into the void. Or a video where the only movement is a student blinking once every 12 seconds while reciting a memorized “I love this school” script like they’re auditioning for a hostage scene.

Anybody who's come to one of my classes knows how much I love research and data.  This research is fantastic.  LinkedIn analyzed thousands of video ads on their platform to determine what encouraged people to keep watching.  While this applies directly to B2B businesses, much of this info is also applicable to B2C businesses.  Read the executive summary on page four at the very least.

Major news: Carousels and now outperforming reels.  For the unaware, carousels are the posts where you swipe sideways on multiple photos.  They've always performed well, but reels have typically performed better.  Not anymore.

If your branded video is just a glorified commercial that screams “Look at me! Buy my thing!” with no story, no feeling, and no actual connection to your audience... then congratulations. You’ve made a very expensive scroll-past.

We all need more leads, right?  #5 has been very successful for me in the past and I'm planning to do it again... if I can kick my introverted self into gear.

I listened to the podcast that went with this article and it inspired some unique ideas for me.  The best part is the share-worthy content section.  It got me thinking about some "controversial" on-topic subjects that go against the grain.

At Open Aperture Photography, we understand the power of a striking image. As small business owners or marketers, you're always looking to amplify your brand's presence. One surefire way to make a lasting impression is with a professional headshot that speaks volumes about you and your business. Today, we're diving into the dos and don'ts of getting that perfect shot.

The blog and social media writing programs are probably going to be most useful for my newsletter audience but it's Pictory that really grabbed my attention.  It's an AI video generator with a lot of use cases for only $19 per month.

Their research shows that photos draw more engagement than videos?  Really?  Are they talking about reels or feed videos?  That runs contrary to a lot of the other research that I see.

Choosing the right settings for your branding photography can elevate your business, offering a visual narrative that resonates with your audience. Let’s explore the different settings that can transform your brand imagery.

Need more leads?  Here are the tools to help you make that happen.  Some of these will be cost-prohibitive for small businesses but there are plenty of solid options in here.

There are a few here that I've heard of and a few that I haven't.  I've been on Threads for several months now and see the potential but I haven't seen growth there.  Substack has a lot of potential, especially for bloggers.