In the world of marketing, the power of imagery is undeniable. Imagine a pink elephant twirling in a vibrant blue skirt. Can you see it? If not, try again. Once you've visualized it, it's hard to erase that image from your mind. This is the power of mental imagery, and it's a crucial tool in effective marketing.
When asked about your breakfast or your last summer vacation, you're likely to recall images before you articulate the details. You might see yourself eating breakfast or recall vivid images of your vacation activities. Similarly, when asked about your favorite websites, you're more likely to remember the site's visual appeal before you recall the URL. This is because our minds think and remember in pictures.
To make your website memorable, you need to create a mental image as vivid as a cold stream, a sudden thunderstorm, or a campfire. This requires a careful blend of three elements:
Headlines and Subheadings: These should quickly answer the visitor's question: "What's in it for me?" They should also demonstrate that there is something of great value to them. The more these elements create a positive mental image of your offer, the more they contribute to your site.
Body Copy: The text under each subheading should paint a picture of benefits for the visitor. Aim to create an image where the visitor can see themselves enjoying these benefits.
Artwork: While secondary to the above, artwork is critical. It should enhance the presentation in a subtle, non-intrusive manner. Bold images can be off-putting, so soften these elements and blend them into a simple, attractive, and supportive background.
Before buying a product, we need to visualize ourselves enjoying its benefits. This is a well-known fact among copywriters. For instance, if selling tickets to Tahiti, we first paint a picture of beautiful beaches, tanned people having fun, and famous hula dancers. We show our prospect what they will feel on this beach under the tropical sun. Only when we are certain they have this picture clearly in mind, do we gently lead them towards a sale.
Contrast this with a site that bombards you with slow-loading images and vague claims like "We're the best" or "Cheapest rates". Such a site, with its confusing array of options, is less likely to be remembered or chosen. What matters is the pictures you create in your visitor's mind.
While the saying "Sell the sizzle, not the steak" holds some truth, it's important to remember that there needs to be a great steak underneath it all. For instance, a fast-food hamburger might look delicious in a TV commercial, but if the actual product doesn't live up to the image, it spoils the experience. Therefore, while the sizzle (or the enticing image) is important, don't forget the steak (the actual product or service).
In conclusion, the art of selling involves creating powerful mental images while ensuring that the actual product or service lives up to these images. This balance of sizzle and steak is key to effective marketing.
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