Practical Sales Training™ > How To Get Attention > Picture Words

What is it?

If you want to capture the attention of your buyer, then using imagery is an effective way to do it. In this example we can swap a word or multiple words in a sentence to get our message across.

Why does it work?

It works for two reasons:

1 – The Bizarreness Effect – Seeing a stack of bacon and some words next to it is a curious thing that stands out. It certainly has more impact than simply using the word “Bacon”.

2 – Semiotics – A picture paints 1000 words, images can not only help to make your point, but can also improve recall.

How can you use it?

This is best used in visual advertising where you have enough space for the words and images to breathe. Whilst you can use a single image or multiple images in the sentence you have to remember that however creative you think you are, it’s important that anyone reading the picture words can understand the point.

Example

A café runs an ad with the headline:

“Wake up and smell the ☕ ”

Instead of writing “coffee” they use imagery for the word. The playful visual replacement grabs attention, leverages the Bizarreness Effect, and immediately communicates the sensory experience of breakfast.

Another Example:

A gym could use:

“No pain, no 🏆.”

The trophy emoji/image replaces “gain,” making the message instantly visual and memorable.

See also