We live in a world overloaded with content; and as the Chinese proverb states…
A picture is worth a thousand words
At the click of a Google search button, we can find a plethora of rich, high quality content, information and services.
But, how do we decide where we spend our precious time? It’s said that we make a decision to click away from a website within 3 seconds!
We will often decide because of a strong visual connection: a visual narrative
Visual connections, such as pictures are emotionally powerful. You buy art for your walls, design for your home, fashion and accessories for yourselves. Why? Because you want people to connect with who you are through your taste, your appreciation of quality, and your love of beauty.
You desire beautiful and quality items and you want your clients to feel the same way about your product and services, right?
You want to create a virtual ambience to evoke the same inspiration that a client gets when they meet you face to face.
In the first stage of a buying cycle, people may not be aware of your brand or the need for what you offer.
Emotional content is indispensable at this stage. Triggering emotion gets you noticed because in the human psyche emotion is the signal that says, ‘Pay attention, this is important!’ Our brains are wired to pay attention to emotion and new or unusual things.
Besides getting attention, emotions are how we connect. We don’t care about something—whether it’s a person or problem—unless we make that emotional connection.
Triggering emotion also increases memory. The challenge of marketing your brand is to get people to remember your business when they finally get to the point when they are ready to buy. Emotion is key to that.
Content that triggers emotion is remembered better than the same content that doesn’t.
So, when you decide to choose images for your workspace, your website, blog post or digital resources, you need to think about your consistent brand archetypes, the vibe & essence of who you are and also integrate the colours of your brand. Try to pick a picture that tells as much of your story as possible and captures the message you wish to convey.
For example, it’s always useful to choose a relevant image to fit a punchy blog title. A recent client of mine requested a piece of artwork that clearly showed a woman stamping on perfection, in favour of her own authentic life. So, I illustrated a woman playing her own ‘one-man/woman’ band, whilst happily stomping on the word perfection: a story captured in one illustration.
Images help present the feeling of your lifework, instead of presenting clients with a bullet list of customer benefits. They also connect to your ‘right people’ on an intuitive and intimate level, in an immediate way.
- A colourful, hand-drawn logo.
- Individualising your website or blog by replacing stock images with custom-crafted illustrations.
- Illustrating and enhancing your e-books, e-courses, resources or slide shows.
- Characterising your social media headers.
Your unique images can also be posted to social media sites such as Pinterest. This offers a route through which new readers can discover you and click through to your website, where they can sign up to your email list and take up your call to action.
Images and visuals are key to you making those emotional connections with your clients – they are silent but hard-working!
Let me know what you think about the power of visual connections in the comments below.
* This has been a guest post by Lisa McLoughlin- Art for Entrepreneurs http://www.lisamcloughlinart.com/ You can connect with Lisa on the icons below.