Engaging and persuasive content is a vital element of any business advert if a company expects to successfully convert prospective buyers into sales...
Engaging and persuasive content is a vital element of any business advert if a company expects to successfully convert prospective buyers into sales. Just as importantly though, any images utilised on a business advert should complement the ad’s messaging and powerfully get across the business proposition to readers, after all, “a picture is worth a thousand words”.
Our eyes are often instinctively drawn towards images ahead of the actual text used on an advert, whether it’s good imagery or bad imagery.
Image selection is all about making your products/services come alive and when they do it’s a proven method of boosting conversions.
Don’t go overboard with imagery though; get the balance right. Any images you use should serve a clearly defined purpose, otherwise, they shouldn‘t be there.
When choosing images to support your messaging keep in mind this trusted criteria for image selection.
Poor and low-quality images that don’t manage to initiate some sort of emotional reaction out of online users will likely be unsuccessful.
They should be avoided in preference of relevant high-resolution images that visually enhance your advert.
An image you use to accompany a post on a social media account may not be as suitable for a banner ad, and vice-versa. You should treat each marketing channel as a very separate entity and tailor your image accordingly.
For instance, the image you implement into an email campaign should motivate recipients to perform an action, while any image/s used on a landing page should be selected with the objective of generating leads.
The affordability and easy accessibility of stock photography can be both a blessing and a curse for business owners.
When money is tight and you don’t have the cash to hire your own photographer, you can purchase stock images quickly and at low cost (sites like Shutterstock and iStockPhoto are amongst the most highly rated stock photo agencies to buy stock images).
A downside of some stock photography is that it can come across as a bit too “staged”, not reflecting the true personality of a brand. You may also find the stock photos you use being used elsewhere, whereas any pictures you or anyone else takes on your business’ behalf are exclusively yours.
Recently, we developed a new brand identity for Helio Fitness and went down the route of employing a professional photographer who headed to their Bolton gym and took shots that we could then integrate into a new website for the business and fresh suite of on / offline promotional literature.
We did so as we wanted to show real people in action achieving real results with the assistance of Helio’s experienced PT’s. This added a human element to the site/ads and highlighted Helio’s proficiency when it comes to all things relating to exercise.
Motionlab is an experienced creator of impactful image-led ads that instantly connect with their intended audiences. contact us to find out what we can do for your business.
Copywriter
