: PHOTOGRAPHY
JourneyWords: 52 Strategies to Achieve Great Success
by Dee Dee Raap
For the second edition of her customer service training book, JourneyWords, author, consultant, and motivational speaker Dee Dee Raap wanted to replace a few photos in her book to better reflect the foundation on which her customer service training is built: Values.
Values are abstract concepts. Raap knew there were a few of the values that could benefit by better photographs to create an emotional connection for her readers. She understands (as both a logical and a creative talent) that audiences need multiple ways to connect your message to their learning style. It is the ability of just the right photograph to create for her audience a visual image of her values - and ultimately her brand - that was key to customer service training with a lasting impact. We got together over coffee so I could understand the problems she saw with the pictures in the first edition that she wanted to replace. I listened as she explained the specific feelings she wanted to evoke for each JourneyWord. Once I understood the problem she needed to solve, I was able to provide her a range of potential options from my photography library. In the end, she selected four photos that made a personal connection to her South Dakota roots and will provide concrete visuals for her readers and training participants that can create the lasting impression for her brand. 
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For more information on JourneyWords: 52 Strategies to Achieve Great Success, visit Dee Dee Raap's website.
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