If I spent too much time listening to business people and their opinions on the importance (or lack) of photography to their success, I’d probably jack it all in and go into a career with higher public opinion ratings. Perhaps become an estate agent or politician. Maybe a tabloid journalist.

Luckily, I don’t worry about the businesses that don’t understand how essential good imagery is because that way lies madness.

Instead I concentrate on helping those who understand the difference, and who can see what good imagery can do for their chances of success. One such example is entrepreneurial maker of ice cream, Charlie Francis of Lick Me I’m Delicious in Bristol.

Now Charlie didn’t choose me. He wasn’t the one setting up the shoot, which came about as part of Barclays’ Take One Small Step competition which was set up to offer a £50,000 prize to entrepreneurs in different regions of the UK, but I’m glad I got to do the shoot because it turns out Charlie actually understands that image is vital to business. For him, it was critical to his competition chances because to win he had to garner more votes than the other contestants within his region.

Before I visited to do the shoot, Charlie and I spoke on the phone about what would and would not work, and he immediately struck me as someone who understood the fun element of his product and was willing to be very much the “personality” of his business.

It was Charlie’s idea to have a sort of Willie Wonka persona for the shoot, and I think it worked brilliantly, especially given that his ice cream is made before your very eyes using your favourite ingredients and using liquid nitrogen!

Use your personality to win over clients.

The pictures done and delivered to the PR agency, the competition got under way and Charlie started working hard to get his votes in. The press release went all over the region, and an unusually high number of publications included the photo – precisely because it was fun, colourful, and shot to a newspaper style.

Then last week, Charlie discovered he had won the £50,000 prize for the South West region!

Now I’m not going to say this was ALL down to the pictures. I know Charlie worked hard to get the word out and drum up support for his entry, and who doesn’t like ice cream? But the pictures were clearly eye-catching and formed an important part of the vote-winning exercise.

A choice of upright and landscape shots helps get extra press coverage.

Of course it’s all very self-congratulatory me saying this, so instead here’s what Charlie had to say, “Tim created a set of fantastic eye catching shots which captured the magic of nitro ice cream making.  I used them on my marketing materials to pull people in and they did a tremendous job, a great piece of photographic work.”

Congratulations Charlie, and good luck with the venture. Lend us a tenner 😉