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:
- 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.
- The picture needs to suit the pitch, your message.
- Use a picture to tell a story, not just because you like it
- Use specific captions for all of your pictures
- If a picture is unsuitable for whatever reason, just don’t use it
- If you want to encourage trust, have a picture of someone with their family, their kids or with their dog—family values encourage trust
- 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
- 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.
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