Tap into peoples emotions with story-driven imagery
YOUR WEBSITE IS NOT ABOUT YOUR BUSINESS.
It’s about your customer’s quest to solve their problem.
The brain can process an image about 60,000 times faster than it can process text.
The world is communicating visually.
The rise of Youtube, Instagram, and Pinterest are all proof of that.
Use emotional, story-driven images that show what potential customers lives will look like after you’ve eliminated their frustration.
Are they going to feel joyful? focused? relieved?
A lot of websites show pictures of their office, their team, their dog... a mountain.
Those images don’t help a visitor understand if you solve their problem.
Your average consumer knows what generic stock photos look like. Unless you sell something generic, you need to create custom images for your website.
Your photos need to feel authentic to your brand, or visitors will be able to tell something isn’t right.
Here’s a bonus way to create custom images. Lucky you if you read this far!
Get photos, videos, and written testimonials from existing customers talking about how your product has helped them.
You need pictures of shiny customers using your product on your website — if those pictures are accompanied by a testimonial — It’s a one-two punch!
WHY ARE TESTIMONIALS SO IMPORTANT?
No one wants to listen to you talk about yourself, so let happy customers do it for you.
They should be existing (or past) customers saying what their problem was, how you fixed it, and how it made them feel.
It’s the same formula we worked on in the first section — your ONE sentence that’s going at the top of your website.
These testimonials should be short and to the point. Here’s the blueprint:
I had "This nagging problem", but when I started using "Product or client name" it solved it "This way" and now I'm "Feeling this way".
Tap into your visitors emotions with story-driven photos and video testimonials.
They allow potential customers to project themselves into your brand story.
Like when you read a good book and you project yourself into the main character’s shoes.
If you can’t get testimonials, recreate the scene with actors/models.
People long for connection.
If you can show them connecting with each other around your product, you’re REALLY tugging at their heart strings 👍.
Here’s some examples of what story-driven imagery looks like...
Write out the ‘scene’ of what your ideal photoshoot would be.
Answer these questions to get the ball rolling.
- What does your customer look like?
- What are they doing?
- How are they feeling?
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