They say a picture is worth a thousand words, but for your business, it could be worth a whole lot more than that.
Human connection is emotional. Emotion is a powerful force. In fact, a Harvard professor recently published an article claiming that up to 95% of buying decisions are made in the emotional subconscious.
In branding and marketing, one of the simplest ways of triggering that emotional connection with the audience is by using photographs of people.
Human photos act as a bridge between the business and the audience, with every face and every expression telling an emotional story to the audience.
These photos can help communicate trust between the two parties.
Statistically, photos that show people’s faces have higher engagement than photos that just show people in the background or with their backs turned and substantially higher engagement than photos of products or objects.
Recently, a large online art gallery set out to increase visitor engagement.
The strategy they came up with was to create an A/B test where 50% of visitors would see artist spotlights that showed the artists paintings, and the other 50% of visitors would see a photograph of the artist.
The results of the test were pretty incredible. They found that the photos of the artists were clicked on twice as frequently as the photos of the paintings they were looking at purchasing.
So, the power of the emotional connection created by the human faces superseded the pull of the actual product the visitors were on the site to view.
So here’s how you can get this strategy to work.
The first thing I would do is look at your company website. Are visitors greeted with a smiling face? If not, I’d suggest finding or taking a photograph of a model customer who is happy because their lives just got better from your product or service.
In other words, if you’re a lawn company, then show a happy homeowner or family enjoying their freshly cut lawn.
If you’re an IT company, show a smiling business owner using their computer with the solution you created for them.
Basically, show your audience visual examples that mirror the happy ending they’ll have after working with you.
This is one of the simplest ways you can create quick improvements to your marketing efforts that will create powerful results.