Business Archives - Catriona Pollard

Signs, jetlag and celebrating 15 years in business

Sometimes you get signs. You know what I mean. You’re thinking of someone and they call, or decide to catch the train to work to find out later you missed massive traffic jams.

This happens to me too. I was thinking about treating myself to a safari to celebrate 15 years in business. (Yes. 15 years. Crazy. What a ride it’s been).

I got caught up with life and I didn’t organise anything. I was thinking it’s all too hard…and then I got an invitation to the DELL Women’s Entrepreneur Summit in…wait for it…Cape Town, South Africa.

Crazy hey? So of course I went to the Summit and it was incredible, and then I went on my safari which was a dream come true.

Coincidence? I’m not sure. But I do know it’s about making the most of opportunities. As my Dad says, “You just make it happen and reap the rewards of being one of those free spirits.”

And that’s what I think about with my last 15 years. Being in business can be hard. You don’t make the 15 year mark by cruising along, you’ve got to make it happen.

And you get signs too.

It’s been two years since I released my book, From Unknown To Expert, and launched the online business associated with the book. While I was away I was wondering what my next move will be. Does anyone even read my emails I spend so much time thinking about and writing? Do people still find my book useful?

Then when I got back home I went shopping with my sister (actually we went to the playground with my nephew, and accidentally went clothes shopping on the way. Oops!).

We were trying things on, chatting away and Jo said “Catriona, do you like this dress?”. The shop assistant said “You’re not Catriona Pollard are you?”…. “Um yes”…. “I didn’t recognise you, but I recognised your voice and name.”
(Didn’t recognise me? Unwashed hair in messy bun, no makeup, no sleep for a week from insane jetlag…and dressed for the playground. Not really my best look!).

We had a wonderful conversation. She shared with me how often she has used my book, shares it with people, loves my emails, watches my videos and interviews. So thank you Anna Franklin. You were my sign to keep telling my stories and sharing my expertise.

So here’s to wonderful people, beautiful experiences, spotlight moments and listening to signs. I’ve learnt so much about myself over the last 15 years, and of course, about running a business. The future is so bright.

Tweetable: Signs, jetlag and celebrating 15 years in business @CatrionaPollard http://bit.ly/2avI7ol

Why solitude is good for business (and your life)

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Recently I decided to have a holiday on my own. I’m not talking about booking a room at a fancy hotel for a couple of days R&R. I chose to walk about half of the world famous (and gorgeously beautiful) Great Ocean Walk in Victoria on my own.

While I’m a born hiker, I’ve never walked on my own. While some of my friends and family were concerned, I just knew I would be okay. I just knew it.

The thing was. I craved solitude.

Why it was joyful
I loved the solitude because I deliberately chose it. It didn’t have any tinge of loneliness because it was self imposed and intentional which felt positive. It allowed a settling of thoughts and a burst of creativity. It allowed me to simply let ideas and concepts float to the surface.

Walking my own path
I didn’t need to fit in with other’s priorities or needs, just my own. So often in our lives – personal and professional – we can walk on paths that others choose for us – or that circumstances of life chooses for us.

As I was walking all I could hear were my footsteps, the crashing of waves against the massive cliffs and the rustling of gum leaves in the trees. At times, I was joined by butterflies as I walked my path. It truly felt like my path.

Connected but isolated
Even though I was on my own I felt really connected. So incredibly connected to the world around me, to my creativity, to my thoughts and ideas, to my sense of self and to the people who texted me every evening to make sure I was safe.

Seeing the beauty
As I walked I took the time to create ephemeral sculptures. Finding interesting sticks, stones – whatever caught my eye, I created sculptures which I simply left there. This practice represents the transitory nature of our lives, our problems and issues we face. We can create beauty from simple things around us.

My walk was a gift to myself
My limbs were aching, my toenails bruised, and as I finished the last few kilometres I felt like a warrior woman. You know the “hear me roar” kind of feeling. I’m now back at work with renewed ideas energy for myself and my business.

Tweetable: Why solitude is good for business and yourself @CatrionaPollard bit.ly/20D4Pxp

Reap the rewards of sharing your opinions

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I have a habit of reading the news before I get into work. In winter, I get up grab my iPad from the study and get back into bed and read various news sites. I may walk out onto the balcony and take a photo of the sunrise on the way… 😉

This habit makes me money. Seriously. Let me tell you how.

One morning last week, I read that President Barrack Obama tweeted for the first time from @POTUS (President Of The United States). His first tweet caught the attention of ex-president Bill Clinton which evolved into a witty Twitter exchange between the two politicians:

What do you think of this? A witty exchange between two leaders? Obama has a POTUS Twitter account, who cares?

I think….what a great story. I wonder if I can wrap an angle around it and pitch it out so I can make a media comment on it.

When I got into the office I pitched to a journalist at the AFR who writes about social media and technology. My clients (and potential clients) read the AFR, so that’s a good publication for me.

I wrote:

“I can explain how Obama is using Twitter as another vehicle to showcase his carefully crafted personal brand – one that is accessible and compelling to people from many walks of life. Obama has been very smart in his use of media, and now social media, to build a personal brand that shows him as human, intelligent, strong, patriotic, and someone who doesn’t mind making fun of himself.”

“I can discuss what business leaders can learn from Obama’s own personal brand and why it’s important when creating one to have a well thought out brand personality, brand messages and to stick to a specific niche. Please let me know if this is of interest, I’d love to chat with you”.

It got picked up immediately. I did the interview and it was syndicated across the Australian Financial Review (AFR), Sydney Morning Herald (SMH) and NZ Business.

Then I got a call from a prospective client, asking me for a new business meeting, saying he had read the article and wanted to build his personal brand and business profile. Boom! This happens often when I’m featured in the media.

Your opinions, when shared with the media, can make you money. So start thinking about how you can pitch your ideas today!

PS. Want a bunch of cheat sheets on how to pitch to the media just like this? I have complied25 media pitches and 25 media releases that have resulted millions of dollars of media coverage in my Unknown To Expert Acceleration pack at unknowntoexpertfaster.com. Get your copy today!

Tweetable: Reap the rewards of sharing your opinions, ideas and content @catrionapollardhttp://bit.ly/1GzkNky

Fast track your journey from unknown to a recognised expert and thought leader! Buy Catriona’s book From Unknown To Expert: How to use clever PR and social media to become a recognised expert. Accelerate your personal brand with the Unknown To Expert Acceleration Pack, packed with media lists, blogger lists, blog posts and media releases formats which have generated millions of dollars in coverage, more than 73 templates and so much more.

3 ways to build your profile

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How do you become Australia’s number one small business and entrepreneurial author? Through hard work, taking action and knowing how to deal with the media.

Recently, I asked one of Australia’s most successful entrepreneurial authors, Andrew Griffiths, what his secrets where to establishing his profile and claiming the title of Australia’s number one small business and entrepreneurial author.

We have been friends for many years and I have had the pleasure of promoting one of his books, so I have an understanding of his personal journey transitioning from an unknown to recognised expert and the challenges he faced on the way.

Watch my interview with Andrew in which he shares his three top secrets to success:

1. Hard work

Writing a book was a game changer for Andrew’s career as it significantly boosted his profile. Since his first book 101 Ways to Market Your Business over 15 years ago, he has published 12 bestselling titles which are sold in over 60 countries.

It took a tremendous amount of courage for Andrew to sit down and share with small businesses and entrepreneurs everything he has discovered and learnt in his career to “inspire people to step-up, motivate them to take action and fight for their businesses when times are tough”.

However, he believes having this confidence to share his expertise, and differentiate himself from his competitors was the key reason to his success.

From a branding perspective, consistent publishing assisted Andrew in claiming the title of Australia’s number one small business and entrepreneurial author. This title has also had a profound impact on Andrew’s profile as it showed he was an indisputable influencer and recognised expert.

According to Andrew, one of the biggest things to change thanks to this title was the list of corporate clients who approached him for advice, such as Optus, Telstra, CBS and Hewlett Packard. He believes clients look for an authority when they seek out advice, so the best thing you can do is claim your space.

2. Take action

There is only so far business books and seminars can take someone; it is your responsibility to make your dreams a reality. Too often people struggle with the idea of, “Who am I to tell people what to do?” that they become overwhelmed and hold themselves back because of fear.

Andrew believes: “You got to have a bit of courage, you got to have a little bit of bluff”. He used this concept while building his profile. According to Andrew his response when someone offered him an opportunity (even if he questioned if he could do it) was to say yes and figure it out later.

Transforming from unknown to expert takes patience, practice and focus. If you hesitate, feel overwhelmed, or it never leaves the ‘to do list’, ask yourself the question, why?

3. Working with the media

Media opportunities don’t come around every day, so when they do arise you need to be accessible and accommodating. Move appointments, reschedule meetings, hop on a plane – do everything you can to help the journalist – you will be rewarded in the long run.

Andrew refers to this as “planting seeds”, and uses the example of a converted interview my agency secured for him on Sunrise which required him to drop everything.

In Andrew’s mind, there were no ifs or buts about this media appearance. He recognised you have to grab each media opportunity when they present themselves and invest time and money it can require to making each appearance.

There are countless occasions like this for Andrew, where he has flown from Queensland to Sydney or Melbourne on his own dime for an unpaid interview. This dedication to the media has not only resulted in great coverage, but has built strong relationships with key journalists who continue to ask him back time and time again.

According to Andrew, going that extra mile in terms of his profile was a real game changer. He says, “There were so many times those seeds have turned into giant oak trees because I did what others weren’t prepared to do. They’re not even prepared to invest.”

In order to become a successful recognised expert, you have to be willing to step into the spotlight and make a commitment to grow your personal brand. Andrew Griffith is an example of how a business owner of 30 years can transform their career from an unknown to Australia’s number one small business author and international speaker.

Andrew is no different to you or I; he has built his profile with thought, dedication and a hope that what he shares impacts people lives.

If he can do it, so can you.

Australia’s 50 Influential Women Entrepreneurs

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I was deeply honoured to be named one of Australia’s 50 Influential Women Entrepreneurs. It was such an incredibly humbling and inspirational experience.

However, I was standing at the launch of the book which shares the stories of each of the 50 women, and I had a moment of self-doubt.

My self-talk went something like this: “Everyone here is so much more successful than me” and “My turnover isn’t $40 million a year like hers is.”

It is incredible how self-limiting beliefs creep up, even at the very moment you are being celebrated for your success.

It reminded me no matter where you are on your journey from unknown to expert you still need to recognise your true success.

It’s so easy to compare ourselves to others. As soon as we do this, we start living smaller lives. We start thinking our stories are not as important as theirs. It’s critical to have the confidence to know our stories are valid, no matter how big or small.

True success means different things to different people. For me, I wanted to have a voice that reached into the hearts and minds of entrepreneurs so they can grow their business… and change the world. I knew that I had to change my world to do that.

All those years ago, sitting in my rented apartment with my borrowed computer dreaming of building a business, I would never have imagined that I would be one of those 50 women labelled Australia’s most influential.

It’s amazing what you can achieve when you start your unknown to expert journey. Remember, it’s not about becoming louder, it’s about becoming bolder. It’s about being open to yes. So my advice to you is to start your journey today…

About Inspiring Rare Birds
Inspiring Rare Birds an organisation founded to support women entrepreneurs, has released a book ‘Australia’s 50 Influential Women Entrepreneurs’ which profiles the journeys of some of Australia’s most significant female entrepreneurs, and is part of the wider Rare Birds vision to inspire 1,000,000 more women entrepreneurs by 2020.

Serial entrepreneur, founder and CEO of Rare Birds, Jo Burston, got the idea for the movement after visiting her old school and discovering that many of the girls she spoke to either weren’t aware of what an entrepreneur was, or if they were, they thought that it was a man.

“This book is a call to each to ensure that every woman is given the opportunity to be an entrepreneur by choice,” says Burston. “This book is aimed at future changemakers and entrepreneurs to give them the inspiration, skills and resources to create a job, rather than get a job.”

Burston hopes the book will reach every school in Australia, as well as see a copy on every library, every corporate bookshelf – to reach every woman, inspiring them with the mantra: ‘If she can, I can’.

“We want to inspire women. We want to give current entrepreneurs a voice. We want to allow them to tell their story and share it with our global community, so that a few years from now, when you ask a young girl what she wants to be when she grows up, it’s not so surprising when she says she wants to own her own business or even change the world,” added Burston.

The book is available on the Rare Birds website http://www.inspiringrarebirds.com/ for $49.50.

Australia’s 50 influential women entrepreneurs:

Flavia Abbate– founder of City Clinic and Body Bolster.

Natalie Archer– co-founder of Bendelta.

Narelle Anderson– founder of Envirobank.

Jacqueline Arias– founder of Republica Coffee.

Shelley Barrett– founder of ModelCo.

Layne Beachley– surfing champion and founder and CEO of the Aim for the Stars Foundation.

Jo Burston– founder of Job Capital and Rare Birds.

Carden Calder– co-founder of BlueChip Communication.

Rebekah Campbell– founder and CEO of Posse.

Karen Cariss– co-founder of PageUp People.

Nahji Chu– founder and CEO of MissChu.

Topaz Conway– chairperson of PAFtec, Springboard Enterprises and Biothoughts.

Carolyn Creswell– owner of Carman’s Fine Foods.

Andrea Culligan– co-founder of HartEffect.

Nicole Eckels– founder of Glasshouse Fragrances.

Audette Exel– founder of the Adara Group.

Simone Eyles– co-founder of 365cups.com.

Jodie Fox– co-founder of Shoes of Prey.

Lauren Fried– founder of Pulse Marketing.

Kylie Green– founder of Dentsu Aegis Network.

Donna Guest– co-founder of Blue Illusion.

Mandi Gunsberger – founder of Babyology.

Janet Hamilton– founder of THE Shed Company.

Avril Henry– founder of Avril Henry & Associates.

Jo Horgan– founder of Mecca Cosmetica, KIT Cosmetics and Mecca Maxima.

Emma Isaacs– founder of Business Chicks.

Adina Jacobs– founder of STM.

Pip Jamieson– founder and CEO of The Dots.

Kristina Karlsson– founder of kikki.k.

Therese Kerr– founder of Divine by Therese Kerr.

Nicole Kersh– founder of 4Cabling and The Content Folk.

Kim Liddell– founder of Non Destructive Excavations Australia.

Christine Manfield– restaurateur.

Danielle Menachemson– director of B Seated Global.

Ivanka Menken– founder and CEO of The Art of Service.

Lisa Moore– founder of The Rodeo Show.

Pauline Nguyen– co-owner of Red Lantern.

Deb Noller– co-founder and CEO of Switch Automation.

Jan Owen– CEO of Foundation for Young Australians.

Dawn Piebenga– founder of Injury Management and Rehabilitation.

Catriona Pollard– founder of CP Communications.

Megan Quinn– co-founder of Net-a-Porter.

Sarah Riegelhuth– co-founder of Wealth Enhancers.

Margot Spalding– co-founder of Jimmy Possum.

Penny Spencer– owner of Spencer Travel.

Sasha Titchkosky– co-founder of Koskela.

Anneke Van Den Broek– founder of Rufus & Coco.

Angela Vithoulkas– CEO of VIVO Cafe.

Catriona Wallace– founder of Flamingo and Fifth Quadrant.

Leona Watson– founder of Cheeky Food Group.

A sneak peek into my travel essentials

By Catriona Pollard 2 Comments

Travelling is one of my passions. I’ve been very lucky to have travelled a lot. My parents are avid backpackers and when I was growing up we travelled as a family to some of the world’s most incredible (and poorest ) countries. Now I take every opportunity to travel and I just love experiencing other cultures, meeting amazing people and seeing the world from a different perspective.

Packing can be difficult when travelling, especially because I usually go for work as well as pleasure. But I always take these items.

1. Pashmina: My dad gave me this and I think of him when I wear it. It’s warm and comforting. I take it even if I’m travelling to warm climates and it’s saved me from freezing air conditioned rooms so many times.

2. Reusable bag: I hate plastic bags and always have a cute reusable bag with me so I can say, “I have my own bag” when shopping. I also take a refillable water bottle so I don’t buy plastic bottles.

3. Protein ball: At home I’m mostly vegan, when I’m travelling I’m a strict vegetarian so often I find it hard to find food I can eat (except in New York!). So I always have a protein bar which has served as my dinner or breakfast many times.

4. Kindle: I am an avid reader and never thought I could give up my printed books. But it’s so much easier to travel with a Kindle and now I couldn’t travel without it.

5. iPad mini: What can I say about this device. I love it. It’s my connection to the people I love in my life as well as Facebook, Twitter, Instagram, and work. If I leave it behind it’s a disaster!

6. Business cards: You never know when you can do business, so it’s always important to have a business card on hand.

7. Chanel Mademoiselle: My favourite perfume. This is a handy travel size which comes with me every day and every trip.

8. Torch: My sister always asks me “have you packed a torch”, so now it’s a habit:”Yes Jo, I have my torch”.

9. Lipstick: A girl needs her lipstick. One for day and one for night.

10. Lip balm: So necessary for long haul flights. Normally I have the organic non petrochemical brand, but this was all I could find and my local chemist before my latest trip.

11. Sunglasses: These are Michael Kors from New York. I will cry if I lose them. Or book a flight back to New York to get another pair…hmm maybe I should ‘accidentally’ lose them!

12. Mala: I love my crystals. They are very important part of my life. My very talented friend Eilish Bouchier designed this laboradiorite mala. (A mala is a form of meditation beads, where you say a mantra for each bead). Labraodorte is a very special crystal for me as it represents magic which so often happens when you are travelling.

13. BOSE noise cancelling headphones: These are in my handbag every day. I love them and don’t know what I ever did without them. I use them all the time when I’m travelling for music, for guided meditations as well as when I’m being interviewed. They are amazing.

What do you travel with? I’d love to know!

This is what can happen when you don’t take ‘no’ for an answer

By Catriona Pollard 2 Comments

I caught up with a work friend for lunch the other day. We haven’t seen each other in years but we’ve stayed in contact through social media. He made a really interesting comment to me. He said: “You’re a survivor”.

He is right. I’m a survivor. I can’t even tell you how tough it has been establishing my business and building my profile over the last decade, but I stuck with it and didn’t give up. (Oh how I wanted to so many times and I’ve made massive sacrifices during this time.)

I was brought up pretty tough. My parents instilled in me the belief I can achieve anything I put my mind to. They also taught me to never, ever give up. I do think there are times where giving up is valid, but it’s also important to question if it’s worth pushing through.

Don’t accept the status quo

You probably know by now that I’m passionate about being open to ‘yes’. But the other side of this is there are times you have to not accept ‘no’.

It’s not easy. In fact, it can be incredibly tough. But too many people give up after their first ‘no’ and don’t persist.

Here are my tips on what to do if you’re faced with a ‘no’.

Don’t take it personally

If I took every ‘no’ I’ve heard in my career, I would literally still be sitting in my sunroom trying to work out what to do! If you receive a ‘no’, recognise it’s not all about you. Remove yourself from the equation so you don’t let a ‘no’ stop you from achieving your goals.

Look for new opportunities

In my mind, if I hear a ‘no’, I think it’s just an opportunity to do something different. You are surrounded by new opportunities every day, but it’s likely you’re not seeing them. Take a moment to reflect and consider what else is possible for you right now.

Change direction

Recently, when a well known Australian publication rejected one of my articles, I decided to change direction and aim for the biggest international publication I know – The Huffington Post. The funny thing is, this one rejection lead me to an even bigger opportunity I didn’t have before. (And now I’m an official Huffington Post blogger.)

Watch out for the ‘nos’ you give yourself

I hate doing video. Hate it. I had told myself I couldn’t do video. Last month I signed up to the online video challenge #Vidtember and posted one video every day. Would you believe me if I said I love doing video now? (You can check out all my #Vidtember videos here.)

Get support

Sometimes when you are challenging the status quo, you need to get the support of great people. Without my amazing team, my supportive friends and family, and my mastermind group I probably would have given up a long time ago. Make sure you reach out for support when you’re pushing through a ‘no’ to help you get to the next level.

Take action

Without action there are no results. So when it comes down to it, you have to take action to achieve success. Sometimes you have to face the fear and do it anyway. But most importantly, you have to just take action.

So ask yourself, where in your business and life will you not take no for an answer?

Get my BRAND new book and fast track your journey from unknown to a recognised expert and thought leader! From Unknown To Expert: How to use clever PR and social media to become a recognised expert is available at www.unknowntoexpert.com

Day #18 of #Vidtember: Meet my gorgeous CP Communications team!

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In today’s Vidtember video, I introduce you to my amazing team at my PR and social media agency CP Communications.

I just love working with my team and the success of my business and my clients is directly related to the teamwork we do together.

Meet them below!

The importance of celebrating milestones

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A few months ago I caught up with my friend, bestselling author, Andrew Griffiths when he was visiting Sydney. We talked about my book, From Unknown To Expert and he suggested I have a party to celebrate the launch of the book.

As he said: “I think you should mark a line in the sand. After the launch you will be a published author”. At the time, I dismissed it. I thought, “I don’t need to celebrate being an author, I’ll know I am!”

But afterwards I started thinking that I don’t celebrate my achievements. I just go from one goal to the next (I also realised I was dismissing it because I don’t like being the centre of attention at all!)

I’m sure you know this feeling: when we are working really hard and so focused on the task, we often forget what we are achieving is incredible. We all do this, whether it’s training to climb a mountain, renovating an apartment or achieving a career goal.

So I changed my mind and set a launch date. Right up until the night I was saying things like, “I don’t know why I agreed to have a launch” and “No one’s going to turn up”.

But do you know what happened? Just thinking about it now brings tears to my eyes. I had the most incredibly beautiful people turn up to support me and celebrate with me (See the photos on Facebook).

The night also marked the end of a six month period of incredibly hard work to bring the book to life.

The journey of launching the book was one of the toughest I’ve been through as the book is just one element of an online business that we launched.

I was sick for six weeks with a dreadful flu, but was still working 10 hours days (in my pyjamas!). We had two release dates, one in the US at the end of June and then again in Australia (and on Amazon at the end of July). I completely underestimated the customer service element, and self-publishing is not easy!

But while it was tough, it was also incredibly satisfying.

When I looked around the crowd on the launch night I realised that along the way extraordinary people had joined me. People like Michelle Falzon, Crystelle Topatan and Linda Diggle – people I can’t imagine not being in my life now.

And there were people who always support me, but really stepped up because at times I desperately needed more support. People like Sarah Hadfield, Jo Gitsham and Clinton Power.

And then there is you. I started this journey because I realised I had something to say. I had to back myself, believe in myself, and stand in my own power. I had to believe I am truly an expert, and be prepared to tell people I was. And so do you.And I just know that From Unknown To Expert will help you achieve that.

After my speech on the launch night, and the room erupted with clapping and cheers, I had this profound realisation. It’s so important to celebrate our milestones and achievements and even more important to share it with people who love and support you.

The importance of image for experts

By Catriona Pollard 1 Comment

As I finished the last pages of Unknown to Expert, it came time to step out from behind my computer and back into the spotlight.

With the launch of the book and everything that came with it, my business had shifted, my profile had expanded, and I couldn’t find a decent picture of myself to go along with it. Every image in my photo files felt out-of-date and didn’t represent my new development. Something had to be done.

So, I carved out an afternoon in my schedule to work with Gina Milicia, photography expert and photographer to the stars. She took my new photos and I asked her about her thoughts on the relationship between image and being perceived as an expert.

Elements of an expert’s image
According to Gina, “An entrepreneur’s business ‘image’ is everything from what they do and how they do it, to how they present themselves and their business to their clients.”

Regardless of the size of your business or what industry you work in, image is just that: the collection of nonverbal credentials that communicate just how much of an expert you are and just how much trust you deserve. “I would never work with a personal trainer who was unfit or enlist the services of a financial planner who wasn’t rolling it in,” says Gina. “To me an ‘expert’ walks her talk.” And when it comes to image, that means looking the part.

“I really don’t care what you look like as long as you look credible in your field of expertise,” she says. “I would think twice about hiring a surgeon who was dressed like a badass biker in his or her profile picture. But I also judge an expert’s personality based on his or her profile picture and I look for warmth in the smile and authenticity.”

Snap judgments
Whether your picture is placed on your website, social media profile, or beside an article you authored, it is communicating something about you and your business. After a 1-second glance at a photo we form snap judgments based on our preconceived ideas of what an expert should look like and Gina walked me through 3 of the most common first impressions she forms when stumbling across profile photos on the web.

“Selfie” Photos – the model is inexperience
No smile with cold eyes – not very friendly or enjoyable to work with
“Trust me, I’m a politician smile” – difficult to trust

Simply getting comfortable in front of the camera by striking a flattering pose, choosing the correct outfit and background, and forming a connection with the photographer can help the each photo convey professionalism and expertise. But in order to be portrayed as an expert, chances are you’re going to need to work with an expert photographer.

Investing in image
There’s simply no getting around it, professional headshots are an investment. They require time, money, and a bit of digging through your closet to find a handful of outstanding outfits. But before you call up the next door neighbours to snap a few close-ups of you at the kitchen counter, think about the impact their handiwork will have on your business.

“People spend thousands on their wardrobe, offices, websites, stationary, and cars to create a good first impression yet compromise all their great work by using amateur photography as their profile pictures,” Gina says. “Never underestimate how valuable great photography can be to your brand.”

But in the case that your budget simply will not bend no matter how hard you try, there are a few simple remedies to amateur photography that will help you appear as a professional, even if the person behind the camera is not.

5 Tips to avoid the “homemade” headshot

Work with daylight and avoid using a camera’s auto flash.
Avoid logos, stripes, and strong patterns in both your apparel and your chosen background. You don’t want anything to distract from the model.
Try photographing headshots either at eyelevel or from slightly above, which makes the subject appear softer and more approachable.
By shifting your entire face forward (from forehead to chin) towards the camera, you stretch the skin around the jawline and give it better definition.
State of mind matters! Before the photographer snaps away, try to visualize a great experience you’ve had recently, which will bring out a genuine smile rather than one that is forced.

About Gina
Gina Milicia has been a professional photographer for more than 25 years. She has photographed some of the world’s most powerful and famous people including royalty and heads of state, billionaires and a-list celebrities and been on location in some of the world’s most exotic places. Gina has also written three Photography eBooks, runs regular photography workshops and is available for private mentoring. You can see more of her work here and connect with her on Facebook and Twitter.