Tue, November 06 2012

Cheese! Photos make you more persuasive

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Marketing essentials •

A series of studies (described in Neuromarketing by Roger Dooley) shows that including a photo with your message makes it far more persuasive.

Says Dooley: “Even general knowledge claims were enhanced by photos. The statement, “Turtles are deaf,” was judged to be true more often when accompanied by a photo that shows a turtle but in no way demonstrates their hearing ability or lack thereof.”


I’m a cute turtle and may be deaf.
Photo from TurtlesOHoolihan

I’m not advocating misleading use of photos.*  But I’ll be the first to endorse Roger’s advice that images make your appeals, news and reports stronger.

Follow these guidelines:

1. Pick a relevant image and include it!

2. Use captions below the photo that reinforce your point - that’s also been shown to improve the effectiveness of images.

3. Stay away from stock photos. Says Dooley, they lack authenticity and tend to be general and generic.  Specificity works better.

Cheese!

*Turtles are not deaf, according to my Internet research.

 

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