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Creating Adverts That Sell - The Image


Last month we discussed the advert's headline. A headline is the single most important part of the advert. Get the headline right and you are a long way to making an advert that sells.

Use of the Image

Don't forget the three-second rule. In the seconds your advert needs to communicate what you do (in broad terms) and engage the reader! The image is a major part of this. Let's take a look at a few rules related to the use of images and then we'll look at some amazing adverts that rely on image to convey their message:

A good photograph can be just as important as the headline.

It's true, a picture is worth a thousand words. The picture is there to grab attention, to engage, inform, generate an emotion, to sell. Once engaged the advert copy is read. With photo stock libraries there are no excuses for a poor image.

The best photographs arouse the reader's curiosity.

The reader is prompted to enquire "What is this all about" and then read the advert copy.

The photograph must be related to the headline or subject.

Using an image that is unrelated serves no purpose and leaves your reader confused and unlikely to read the advert.

Before and after shots is a proven ways to increase sales.

Never use an illustration without a caption.

Four times as many people read the caption as read the body copy. The best captions are like a mini advertisement, they include the brand name and your promise.

Avoid superimposing text onto pictures.

Don't do this, or if you have to, make sure it's readable. Text over busy, colourful images is difficult to read. Your message will be lost and your reader will be turned away.

The take away in all this is that it's worth investing in your image*. Whether you pay for a photographer, apply your amateur photography skills or subscribe to one of the numerous photo stock libraries you need a great image. Anything less and your ROI is being diminished!

*Need a photo? Check out Bigstock ( or istock (

10 Great Images That Sold

Check out 10 great adverts that came out in 2015. They all rely heavily on the image to get my attention, get me thinking and have me take an action. My favourite, number 6, Mom's Demand Action closely followed by number 2, Pedigree.


Next month more on adverts that sell...

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