what they’re getting into.” As they read, they are forming pictures in their heads. If you don’t provide them with compelling images, the pictures they form may not be the ones you want them to form. Remember, people buy based on emotions. PiFlip through the newspaper and yellow pages, surf the Internet, and pay attention to the pictures. It’s probably easy, because our eyes are naturally drawn to the pictures first. Ads and websites without graphics are boring; our eyes pass right over them. That’s why graphics are one of the most important pieces of your marketing layout.

Do use attractive, eye-catching graphics

You’ve heard it before, but it bears repeating: any piece of advertising has only about 5 seconds to grab a prospect’s attention. To grab that attention, you need real power. You need a graphic that reaches off the page, grabs the prospect by the lapels, and holds on for dear life.

It doesn’t matter what you’re selling; there is going to be some kind of picture that will help you do it better. Even if what you’re selling isn’t tangible, you still need a graphic. Prospects are always looking for an image, some clue to what the advertising is about, or “what they’re getting into.” As they read, they are forming pictures in their heads. If you don’t provide them with compelling images, the pictures they form may not be the ones you want them to form. Remember, people buy based on emotions. Pic

ht over them. That’s why graphics are one of the most important pieces of your marketing layout.

Do use attractive, eye-catching graphics

You’ve heard it before, but it bears repeating: any piece of advertising has only about 5 seconds to grab a prospect’s attention. To grab that attention, you need real power. You need a graphic that reaches off the page, grabs the prospect by the lapels, and holds on for dear life.

It doesn’t matter what you’re selling; there is going to be some kind of picture that will help you do it better. Even if what you’re selling isn’t tangible, you still need a graphic. Prospects are always looking for an image, some clue to what the advertising is about, or “what they’re getting into.” As they read, they are forming pictures in their heads. If you don’t provide them with compelling images, the pictures they form may not be the ones you want them to form. Remember, people buy based on emotions. Pi

ly about 5 seconds to grab a prospect’s attention. To grab that attention, you need real power. You need a graphic that reaches off the page, grabs the prospect by the lapels, and holds on for dear life.

It doesn’t matter what you’re selling; there is going to be some kind of picture that will help you do it better. Even if what you’re selling isn’t tangible, you still need a graphic. Prospects are always looking for an image, some clue to what the advertising is about, or “what they’re getting into.” As they read, they are forming pictures in their heads. If you don’t provide them with compelling images, the pictures they form may not be the ones you want them to form. Remember, people buy based on emotions. Pi

lling; there is going to be some kind of picture that will help you do it better. Even if what you’re selling isn’t tangible, you still need a graphic. Prospects are always looking for an image, some clue to what the advertising is about, or “what they’re getting into.” As they read, they are forming pictures in their heads. If you don’t provide them with compelling images, the pictures they form may not be the ones you want them to form. Remember, people buy based on emotions. Piwhat they’re getting into.” As they read, they are forming pictures in their heads. If you don’t provide them with compelling images, the pictures they form may not be the ones you want them to form. Remember, people buy based on emotions. Pictures activate emotions.

So, pictures serve double duty. They pull prospects in and give them an idea about what you’re selling. That’s why a picture that ties in with the headline and content of your advertising is invaluable to your marketing success.

Don’t use graphics that aren’t related to your product or service

All right, we’ve established that people like pictures. However, not just any picture will do. A picture of a sunflower is pretty and eye-catching, but it isn’t going to help you sell lawnmowers.

Example: I pick up a magazine and flip through it, and come to an eye-catching full-page ad on the inside back cover. The whole ad is a comical picture of a woman washing a dachshund in her kitchen sink. The rest of the room is filled with dachshunds…on the floor, on the kitchen counter, on the table, and even portrayed on the wallpaper. In the corner of the page is the slogan, “The Bold Look of Kohler.”

It