Words Are Worth a Thousand Pictures

Whether it’s a Web site, advertisement, or other marketing collateral, we’ve heard that a picture is worth a thousand words. Having a visual of the product enhances marketing communication, we’re told, because people don’t have time to read. I don’t doubt that people fail to read most of the advertising copy they come across, but that’s because of the hype that’s part of most ad copy, not people’s lack of time to read.

In a study of 3,600 consumers, researchers concluded that to get people to notice an ad, text was twice as important as pictures. Your clients are interested in reading about your services, but you must grab their attention. What’s new about your offering? What’s your story? Is there news?

What’s most important is that the fluff be ruthlessly eliminated from your ad copy, Web page or other marketing communication. If you include hype and half-truths, you make it nearly impossible for clients to separate the wheat from the chaff. The result: a lost sale. Ten different studies have shown that when the bull is stripped from ads, consumer interest skyrockets.

Of course, other studies have shown that long ad copy does work when selling products and services. When it comes to marketing consulting services, though, to improve your client’s rate of interest, make every word count. And remember that the “right” words, not just any words, are the ones that sell.

Comments

[Mary Schmidt]

All comes down to color & noise versus concept & connection. My web site visitors and length of visit went up over 10-fold once I started the blogging (and kept keeping edgier and more "me.")

I also find I close more business the more I'm "me" right from the start. Better to do that from the get go than waste time tap dancing.

[Jimsym]

This reminds me of of a great story (I think Jay Abraham told it).

This up market travel agent always sends out very upscale, copy dense brochures with rich graphics and pictures every year.

One year they mistakenly let all the brochures go without any artwork - no pictures at all!

The result was a big rise in orders.

Interesting eh?

[Matthew Manna]

I second Roy's request for a link.

[Roy Jacobsen]

Is there a link to that research? I'd love to read more about it.