SPEAKERS
Tony skinner, Garth
Tony skinner
Hi, and welcome to the podcast, podcast my business.com.au and today we have Garth from shutterstock.com. how you going Garth
Garth
I’m good. Thanks, Tony. Thanks for having me on.
Tony skinner
No, no, thank you. One of the things I wanted to get you on for is that we all use images or we should all definitely use images for marketing. I certainly use a lot of images and I use you guys a lot. I’m building up, in fact, have podcast training course at the moment and I’m using lots of images, which is fantastic. So I’m going to deal with this upfront. Why should I pay?
Garth
That? That’s a really good question. I think that it is a it’s a proprietary product and what you’re paying for is a network of over a million providers from all over the world who are who are using an array of different equipment to provide authentic and well treated imagery across all asset types that you may not be able to have access to, without without paying for the license. The other thing that I would also say and Shutterstock is a two way marketplace. So we engage with the contributors and the creators as well as obviously those that want to use it like yourself as well.
So we want to make sure that when somebody is paying for an image as an example or for a piece of asset, that the payment that is due to the creator gets through to them as well. So I mean, we could we we’ve got some we’ve got some great stories where you know We’ve got some contributors who just started out as as providing some content for us as just a as as a hobby as an additional revenue stream. And they their their interest became so popular that they’re now actually doing it full time. There’s there’s a couple of contributors that I’m thinking of right now in Vietnam and Thailand who have actually not only who are not only doing it full time, they are also supporting their families with with the income that’s coming in. So I would say that for what you’re paying for is not only the the fair and just remuneration for the person that created the image, but it’s also for that additional protection and licensing, robust licensing rights for which you can use that that content. 
Tony skinner
And look, that’s a great idea because I know I’ve been to quite a few displays and art galleries over the years. have photos from around the world, some really disturbing ones from war zones or what have you. And the power of animage is the ability to convey emotion. So, when we’re looking for images, what sort of images should we look for from a business perspective that helps to convey those emotions?
Garth
Yeah, it’s so true. I mean, it’s, it’s that old adage of a picture tells 1000 words, right so as you say, the power of an image is that it’s a trigger for emotion. emotes and it also influences your mood as well. So you know, just by just by viewing an image you can be taken away from where you are right now and you can be transported into a place where you feel worse, feel a different way. You can feel happy, feel sad, you can. You can feel scared, you can feel excited. And by by having that ability to be able to match that and make money. saw that it resonates and aligns to not only the story that you’re telling if it’s a very clear story, and I must be very clear story, but if you’re using the imagery to be able to punctuate and illustrate and amplify what you’re trying to say, in that story, you’re going to make it a much more effective piece of communication.
Tony skinner
And what I’m really excited about is that I found the stock video categories, and they’re great for putting into presentations and even a training course I put in a couple of videos, that moving object good for the eyeballs as well.
Garth
Yeah, absolutely. It’s It’s It’s imagery of all arrays, certainly helps to be able to make a greater impact and to be able to really drive what you’re trying to say. And when you’re looking at particular particular forums, and in particular blogs, and an online courses, you know, to what you’re talking about, you can really drive an immediate impact. And not only that, but you can drive influence through that impact to the readers as well. And that’s where we see see the most effectiveness use of, of imagery is when when you are able to influence a particular mood or state, you’re then able to then be able to direct the reader or the audience through your path of purchase or, or through your, through your marketing, to be able to actually follow your call to action or be it reading an article clicking on a link signing up to something or even buying as well.
Tony skinner
Hmm, yeah, that’s interesting, because whenever I do a podcast, such as this one, and I’ll put it on my site as a blog, I always add Images always add at least three to four images to every single blog. How important do you think that is?
Garth
Very, very important. I mean, we know that, that having imagery increases the likelihood of engagement, and also conversion. I mean, there’s there’s a great report from a website that I love, which is called brain rules, which is based on a book by the same name by the author, dr. john mendini. And he talks in an article around about how vision Trump’s or other or while the senses, but when we’re trying to communicate, what we really want to be able to do is to have the audience understand what we’re trying to say, but also to remember it and that’s, that’s one of the key key key deliverables, when you’re using imagery is that you want them to be able to retain the information and a really good statistic which which if nothing, 
So I would get your audience to be able to remember this one is that through spoken word or through text alone in three days 90% of that information is lost. If you couple that information with imagery, then in three days 65% is retained. So you go from 10% retention to 55 or 65% retention, just by adding images and increase engagement.
Tony skinner
And That must be why I have figured out that I need to put them into the blog. So I do the podcast, audio and then visual is always been the way with people to learn with presentations visual is really, really critical. And if I can simply increase engagement by and memorization, whatever, why 65% it’s going to be worth it.
Garth
Yeah, absolutely. You know, and and going a step further. Not only can you add images to it, but also the use of color is an incredibly important part that A lot of smart marketers are trying to imply in, in their campaigns and in their communications, I mean, and at a time where we’re locked down, there is a lot of brand noise out there because lots of companies are trying to get, you know, vying for for every one of our attention, and also our share of wallet, we need to be able to get cut through as as marketers, and the best way to be able to do that is to ensure that we’re telling a resonating story that we’re telling a story that relates, and we’re telling a story that gets cut through and it’s a clear story in that particular case. And a really great way of being able to do that is to actually utilize color psychology as well. And I’ve got a couple of examples that actually just popped into my head as I’m talking about color psychology. A really nice one is a company that called bed threads, and they use the color orange when they were opening up and launching Their winter range.
And you know what our range is a warm color, it’s a comforting color. And it’s a very smart way to be able to sort of influence the mood and have people feel that without overtly actually being able to express it, but the one that I actually love the most, and the best use that I’ve seen of color and color psychology is the color yellow. Now, we probably all are aware of this, but we’re not actually conscious of it a lot of the time until we actually actually have it picked out. But when you go to supermarkets, all the specials are in yellow. So the prices in yellow, indicate to us that they are that they are on special and we are attracted to them or that we will notice them more. And this is because yellow is regarded as one of the most powerful colors because it’s directly related to emotion. And in particular, it’s attention grabbing it stimulating. It’s exciting and therefore we we we Automatically feel those things as a heuristic when we see it. And that’s why we’re more drawn and to be fair manipulated to be able to buy a buy products that are that are being advertised in a yellow price tag. So next time we go to a supermarket look out for Hello.
Tony skinner
Fantastic. Oh, the podcast my business logo which happens to be in yellow.
Garth
There you go, you must have already gone.
Tony skinner
Well, seriously, I did a lot of research and for my website, podcast, my business, the colors blue and purple now accident. A lot of work went into that. And really that’s the thing about images and when you choose the images, or the action images, or what have you, and even Black and White can work in the right circumstance. So don’t be afraid of playing with the color and black and white and seeing which version you actually prefer.
Garth
look absolutely you know, and when you’re on the topic of what you’re looking for, when you’re trying to choose images, the first thing you need about Look at is that needs to be consistent with your brand image and also with your persona. But also with the article or the piece of communication that you’re sending out as well at times, black and white is more powerful than using color.
Tony skinner
Well, that would certainly make it more serious when in black and white and what let’s have a look. So accountants and lawyers tend to be blue and white, which is more serious McDonald’s is the yellow orange. I remember all the philosophy around that. And yellow is good for business. But what would green represent? Do you know what that one would be?
Garth
But green? green represents nature. Right? So we will automatically feel like we it’s it’s it’s a fresh product. It might be if it is related to food, we are probably more likely going to assume that it’s organic, and that it’s fresh. If it’s used in In you know product say for example travel then you’d be thinking about going to, you know, open, natural places being placed in nature relaxing, returning to your roots that holes in the hole like forest bathing and love to show you heard about that, but it’s a it’s a thing where where you actually go and just spend times sitting, you know, sitting in a forest. So all those sort of relaxing, fresh wilderness. feelings come to mind when you when you talk about rain. 
Tony skinner
Fantastic. Now I got one I always I always like to ask if you have any tips or tricks for businesses. So I guess again, looking at colors, and looking at all the various options, what what would you suggest?
Garth
Like I would say that hopping back to sort of what the current state is right now. We are in recession. We are in lockdown or in various modes of lockdown depending on what state you’re in at the moment. And this means that brands can’t, don’t have the opportunity to be able to engage with you in person as much as what they could see looking at other ways to be able to actually do that and stay relevant. And one of the best ways to be able to do that is through blogs, and through emails. We’re all familiar with emails.
The challenge around that is that every brand is trying to is trying to get your attention. So you need to be able to get cut through and the best way to be able to get cut through is to ensure that you’re using imagery because it makes it more effective and it makes it more likely for the reader to be able to actually follow the call to action and convert which will directly have an impact on sales, down the down the path of purchase. But what we what we really want to be able to do is to Avoid the dreaded delete button when someone receives your email. And the best way to be able to do that is to make sure that your communication is personal, and that it connects with a clear story. And that it’s contextual within the within the communication or within the story or within the email that you’re talking about, and that it’s relatable. And when I say relatable, what I mean is that the audience is able to actually see themselves in that image.
So another really good example of that, that just punctuate that is CBA Commonwealth Bank recently did a campaign where they were targeting first home buyers, young first home buyers and a lot of their imagery was demonstrating and showing young couples in their new homes and integrating with their couple of with the Commonwealth banks, services and products. So immediately if you’re looking for a new home, you can see yourself In that aspirational house that you really want to be able to buy. And you can see that a way to get there is through is through engaging with CBA through their products and services. And that makes it a relatable campaign because you can immediately see yourself in that image and you get taken away. And it does affect the way you feel you get excited, which is what they want you to be able to feel. Hmm,
Tony skinner
yeah, I mean, it’s certainly so true using that sort of imagery and that you identify, like, I on my websites, I always use happy smiling faces. People love seeing happy smiling faces. 
Garth
Absolutely. It’s more engaging, right? I am. I recently was on. I recently attended another podcast where there was an influence, an influence on there and she was saying that what started to really ramp up her hurt. followings was when she started to put images of a self where she was looking at the camera and she was smiling. She said that there was a direct correlation between when she started putting images of itself smiling and looking at the camera because it was more engaging. It’s what it’s how we are used to communicating with with other humans with we look into their eyes, and we smile and we automatically feel good about that. So that that that doesn’t surprise me at all.
Tony skinner
I was going to say something about Little Britain. I don’t we’ve seen Little Britain Look into my eyes, but that’s another thing.
Tony skinner
All right, great look. Thanks very much, Garth. I think that’s a great place to end and Garth is from shutterstock.com. Highly recommended. use as many images as appropriate. But make sure you use images.
Garth
Absolutely. Thanks, Tony. I appreciate you having me on.
