Do not tell me what to do, tell me what you do. Do not tell me what is good for me, tell me what is good for you. If, at the same time, you reveal the you in me, if you become a mirror to my inner self, then you have made a reader and a friend.
Essentially, in photography, I think on two levels: one emotional and the other technical. The emotional impact has to do with looking for something dramatic happening in the photograph, something that reaches out and touches somebody in some way. And the technical is having to do with composition and framing - light and dark, light and shadow.