Say it without words

I have written before how a headline can make or break an ad.

But that's only half of the one-two punch you use to get someone to read your marketing messages.

The visuals (photo, illustration, etc) that you use in your print ad, blog post or other marketing piece will also dramatically impact readership and memorability. (what story does the photo on the right tell you?)

Here are some do’s and don’t of maximizing your visual's effectiveness.

Look for story appeal. The man with the eye patch added mystery to the Hathaway shirt advertising for over 20 years.
Be simple. One big picture works better than several smaller ones. Avoid clutter.
Show the result. One exception to the one picture rule would be before and after shots. This is a great way to demonstrate product superiority.
Don’t be afraid to caption your visual. Readership of captions scores very high. If you think adding a caption will really drive home your message – do it.

Your copy can really get into the nitty gritty of your product or service. But, first you have to entice the reader to your copy with headlines and visuals that grab their attention. Don’t waste good copy by mixing it with boring headlines or common visuals.

Instead, grab ‘em and keep ‘em!

What's the most striking visual you've ever seen on a marketing piece or advertisement?