How to Use Visuals in Your Marketing Stories

Last blog post I told you about how to ensure that your marketing story is something that your audience wants to read. Now I want to explain how the words that you use, the images that you include, and the format of your marketing story makes a difference in how your audience perceives the story.

Use The Natural Talents of Your Audience

Human beings are natural story tellers and also love to listen to stories. Our imaginations are amazing and limitless. Words form pictures in your reader’s mind. The words that you choose can make or break you. If your words prove you don’t understand your audience then you’re in trouble.

Even a 450 page book that has no imagery what-so-ever can be thoroughly enjoyed when read by the right audience, as long as the author was creative at putting together the right words that brought forth the images they wanted their audience to envision. If the author studies their audience well enough, and uses the imagination of their audience, they will weave a winning marketing story.

Find Descriptive Words That Speak to Your Audience

It just goes to show that if you use the right descriptive words to appeal to your audience’s senses that you can actually make them think about exactly what you want them to think about at exactly the time you want them to think it. That’s very powerful stuff. Due to the technology you may be using to tell your stories you can also consider the format in which you present the information.

Research keywords that your audience uses, and words that bring to mind the images you want your audience to think about. If you want to take your readers on a wild ride through the rapids, you can do that with your words. If you want them to feel comfortable, relaxed, and serene your words can do that too. The fact is, words matter.

Choose the Right Imagery

Will you write a paper, a blog post, a slideshow, create a video, or a combination of all of them? Your choices are many. It’s important to ensure that any imagery you use doesn’t take away from your words and lead your audience in the wrong direction. Use great care when choosing the graphics that go with your story to make sure that nothing is confusing or contradictory. Use words that go with the images and vice versa. Use colors, formatting, and fonts that are easy for your audience to read and understand.

Images can go far in helping back up the words that you use in your marketing story. They can also convey many more feelings and emotions more quickly than words alone. But, only if you are very careful and selective when choosing the images. The saying, “a picture is worth a 1000 words” is very accurate, but you don’t want them to compete with the actual words that you use to tell your marketing story. Consider the emotion or action you want to evoke as you choose the images.

Visuals in your marketing stories are very powerful elements that you need to take the time to learn to employ. You can do this by talking to your audience, sharing images on social media with quotes, and learning what your particular audience likes by simply asking them. My next blog post I will talk about the different ways you can repurpose each marketing story in order to get even more traction.




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