Photography is a powerful tool in creating connection with the audience.

1. Use images that show the product in use: People like to see how products can be used in real life. Showing photos of people using your product can help your audience connect with it in a more personal and emotional way. You can also promote and use photos from events to create a sense of community.
2. Highlight product benefits: Photos should convey the benefits of the product clearly and concisely. Use images that show the differentiators of your product and how it can improve people's lives.
3. It is important to remember that the images you choose must be relevant to your target audience. This means that they should relate to your product or service and show how it can be useful or benefit your customers. 
4. It is important to capture images that are authentic and sincere. Avoid using images that look fake or have been heavily manipulated, as this can alienate your audience rather than create a connection.
5. Have clear and effective communication with your photographer so that you are both aligned on the goal of the photo shoot.