5th January 2012

Advertising Visually

Good words will work without pictures. But pictures add the zing to copy.

Pictures help break up large amounts of text and make a piece more visually appealing and effective. If you use in your copy, make sure they’re the best pictures you can find to suit your content. Beware of the stories that pictures tell all by themselves regardless of what your copy is saying. Be careful they don’t undermine your message—easy to do in social media marketing where images are everywhere.

Here are the 8 keys to using pictures effectively:

  1. Don’t use photos from ‘politically correct central casting’. You know the ones—sharply dressed, late 20’s, sitting in a high tech office; one black, one white, one brown! Tragic.
  2. The picture needs to suit the pitch, your message.
  3. Use a picture to tell a story, not just because you like it
  4. Use specific captions for all of your pictures
  5. If a picture is unsuitable for whatever reason, just don’t use it
  6. If you want to encourage trust, have a picture of someone with their family, their kids or with their dog—family values encourage trust
  7. As to where to place pictures on the page, look at where everyone else is placing them and do the opposite. You’ll stand out
  8. Have someone who is not involved in your work have a look at the copy and the picture together. Ask them if the picture completely suits the copy, or if it undermines it in any way. If they say it does, listen to them! Don’t just use it because you like it

Finally and most importantly: If the picture is on a website, put and alt tag in using your keywords.

Yes, they tell a thousand stories. Be sure you tell the right one.

Click here for more on B2B Marketing for Lead Generation.


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About Toby Marshall

Creating Customer Communities for companies selling B2B is my passion—shortening their sales cycle and building market leadership. My role sets the direction and vision of Lead Creation, tapping into the online experience of our large team of young professionals to implement cost effective strategies for B2B businesses.

2 thoughts on “Advertising Visually

  1. This is interesting, but what about different interpretations of images? I mean I could post something on my company’s website which will be fine by the staff we run it by, but then once it goes live we get complaints about it (it has happened once before).

    We can’t account for every interpretation, but certain images draw more controversy and therefore attention. Trying to balance that is hard.

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  2. Hi Daniel, totally agree. but the images we promote tend not to be too controversial. Love to see some examples of where you had problems and why they were different.

    Will also ask one of our staff who has apparently had some experience with this and see if we can add anything,


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