When it comes to selling and direct response copywriting, what you say is going to be far more compelling than anything else.
But in some situations, the old adage of “a picture’s worth a thousand words” is still applicable. So let’s take a look at a few different ways you can take advantage of this by PSing pictures to boost your response, readership and results:
1. You can use a picture of the product you’re selling.
You want to try using a picture of the product when the product is interesting, in and of itself. For instance, if you’re selling a can opener or a couch or some kind of an insurance policy… this probably won’t work. But if you’re selling a new or unusual boat… or a home… or a pair of skis, or a bow and arrow… then it makes sense to use a picture of the product itself.
But what about if you’re selling a service? What kind of a photo would you use then?
That’s a great question and it’s one I’ll answer in a minute.
2. You can use a picture of the product in use.
This is what you want to do when you’re trying to relay some kind of “experience” people get out of using your product, or when you’re trying to show it’s simplicity.
So for example, while a photo of a couch or a can opener might not do a thing for you, a photo of a slight elderly woman using the can opener (it says, “Look how easy this is!”)… or a picture of a couple snuggling together on the couch, would be far more appealing.
3. Lastly, you can use a photo that shows the benefits of the product itself or the rewards it brings you.
This is similar to the last example, only it takes it one step further.
To see what I mean, let’s go back to that life insurance policy. In this case, a photo of a woman with her children in front of their nice home would be a much more effective photo, than a photo of an actual policy itself.
Make sense?
Good.
So what about if you’re selling a service — what kind of a photo should you use then?
Well. the truth is, you can use any of the situations we just talked about, based on what you’re selling.
For instance, a national ad I am running that comes out in a couple of weeks, to promote my new book, shows a photo of my daughter sitting on my lap, outside on our dock. We’re both in casual clothing and our dogs are with us.
This is an example of the third situation — showing the end rewards of what you’re selling. Which ultimately, is why people buy my book. Because they want a better life for themselves and their family, and they want to means to do this.
No matter what kind of photo you use, remember to always show positive and happy photos. No one wants to deal with a sour-puss, and plus… when people look at photos in advertisements, they see the people who they’d like to be.
And no one… wants to be… a grouch – when it comes to direct response copywritng or any other time.
Now go sell something, Craig Garber
