Is the photo of its author a discouragement?

Several years ago, I received some strong comments. One woman was brave enough to tell me that the photo on the cover of my book and on the website made me look old and boring. That hurt!

However, she was right. I took some new photos and noticed a much more positive result. I love the photo that I use on my website now and I get positive feedback all the time. I am still the same person; the only change was in the skill of the photographer.

Yesterday I saw a photo of a lovely professional woman in a feather curtain, no blouse. It was a sexy photo and it did not convey a message of ‘I am a professional who can help you’. It would have been a more appropriate photo for a spouse or boyfriend rather than on your company website.

So what makes a good professional author photo?

First, consider your ideal customer or ideal reader. Then select the clothes that you would wear to a meeting with that person. If you write for corporate executives, formal business appeal is a must. On the other hand, if you write for teens or work at home for moms, an open-necked blouse or shirt will communicate that you are approachable and accepting.

Ask a couple of trusted friends which colors flatter you the most. If you have a strong color in your marketing materials, for example a red logo, be sure to select clothing in a color that complements that color, does not collide with it or get lost alongside it.

Then go to a professional photographer and get high-quality photos. Sure, it may be tempting for your friend to take photos of you with a digital camera, but a professional photo needs special lighting to bring out your best features.

When you get proof from your photographer, pay special attention to his eyes. Your eyes should look warm and have a sparkle. The real thing that should shine in your eyes: compassionate, interested and attractive.

If you notice a fearful or bored look, don’t use that test. The last thing you want people to think is that you are scared of the camera or covered up. If they think you look jaded, how likely are they to buy your book?

Outdoor shots can work well if done professionally and appropriate for your ideal reader.

Be wary of wearing pets, funny hats, or costumes, unless those accessories are closely related to the message of your book. It’s great to have a sense of humor, but your photo should represent both your competence and your accessibility. Anything that looks like a marketing gimmick will likely backfire.

If you have a current photo, plan to update it every three to five years to make sure it matches your current appearance. The last thing you want to hear is “Oh, you are much older than you appear on your website.”

A better comment is “When I saw your website, I knew I would love your book.”