Max Sackheim And The Power Of Action Photos
Many years ago the famous adman Max Sackheim ran an ad to capture clients called "Seven Deadly Advertising Mistakes".
Deadly Advertising Mistake Number 3 was:
Using Pictures That Do Not Talk.
Max Sackheim writes:
Twisting the old Chinese adage "10 words are worth a thousand pictures...if they're the right words and the wrong pictures!"
Unless an illustration is self explanatory or gives meaning to words it shouldn't be used.
If a picture doesn't tell a story itself or doesn't complete the story told by the headline it isn't the right picture.
To use illustrations merely because "an ad ought to have a picture in it" is one of the greatest of all advertising fallacies.
Illustrations are most quickly read. Therefore they must be right and therefore it is better to use no picture than to use the wrong one.
If a photograph or drawing doesn't tell a story it may make the entire ad seem unimportant.
In plain words an "addy" illustration frequently destroys the desire to read.
It labels an ad just another ad.
It may be so attractive that it focuses attention on itself at the expense of the product advertised.
If an illustration meets the requirements of copy it's good.
Ask yourself "Is it news?"
Does it convey a promise?
Does it enlighten or entertain?
Is it closely related to the theme of the ad or is it "lugged in"?
Is it being used just because it's attractive or "cute" or to "arouse curiousity"?
A picture must do a job to earn its space value! There must be a valid reason for its use.
If an ad is "dry and uninteresting" without a picture there may be something wrong with the headline or the theme.
A picture should be a plus not a crutch!
Whenever an intelligent advertiser faces a crisis he really tries to do a selling job.
Fancy pictures are discarded. "Beautiful layouts" are thrown out.
He fights to sell.
Well isn't the problem of more sales critical to most companies?
Why not treat sales as a crisis?
We have no quarrel with art directors but they shouldn't be permitted to dominate advertising. Pictures and copy must fit.
If they are misfits they are costly and ineffective. Pictures must TALK.
In actual tests we have proved than even color advertising can be less effective than black and white...perhaps because color frequently emphasizes the addiness of an ad.
Deadly Advertising Mistake No. 3 is to permit a silent picture or inappropriate layout to be used.
Tell your story first, then use a picture that fits...or none.
Also read...
Action Photos Dramatically Increase Response
Kindest regards,
Andrew Cavanagh
More FREE High Value Online Copywriting Secrets Than Any Other Site On Earth. Andrew Cavanagh's Online Copywriting Blog
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Deadly Advertising Mistake Number 3 was:
Using Pictures That Do Not Talk.
Max Sackheim writes:
Twisting the old Chinese adage "10 words are worth a thousand pictures...if they're the right words and the wrong pictures!"
Unless an illustration is self explanatory or gives meaning to words it shouldn't be used.
If a picture doesn't tell a story itself or doesn't complete the story told by the headline it isn't the right picture.
To use illustrations merely because "an ad ought to have a picture in it" is one of the greatest of all advertising fallacies.
Illustrations are most quickly read. Therefore they must be right and therefore it is better to use no picture than to use the wrong one.
If a photograph or drawing doesn't tell a story it may make the entire ad seem unimportant.
In plain words an "addy" illustration frequently destroys the desire to read.
It labels an ad just another ad.
It may be so attractive that it focuses attention on itself at the expense of the product advertised.
If an illustration meets the requirements of copy it's good.
Ask yourself "Is it news?"
Does it convey a promise?
Does it enlighten or entertain?
Is it closely related to the theme of the ad or is it "lugged in"?
Is it being used just because it's attractive or "cute" or to "arouse curiousity"?
A picture must do a job to earn its space value! There must be a valid reason for its use.
If an ad is "dry and uninteresting" without a picture there may be something wrong with the headline or the theme.
A picture should be a plus not a crutch!
Whenever an intelligent advertiser faces a crisis he really tries to do a selling job.
Fancy pictures are discarded. "Beautiful layouts" are thrown out.
He fights to sell.
Well isn't the problem of more sales critical to most companies?
Why not treat sales as a crisis?
We have no quarrel with art directors but they shouldn't be permitted to dominate advertising. Pictures and copy must fit.
If they are misfits they are costly and ineffective. Pictures must TALK.
In actual tests we have proved than even color advertising can be less effective than black and white...perhaps because color frequently emphasizes the addiness of an ad.
Deadly Advertising Mistake No. 3 is to permit a silent picture or inappropriate layout to be used.
Tell your story first, then use a picture that fits...or none.
Also read...
Action Photos Dramatically Increase Response
Kindest regards,
Andrew Cavanagh
More FREE High Value Online Copywriting Secrets Than Any Other Site On Earth. Andrew Cavanagh's Online Copywriting Blog
Products From Andrew Cavanagh:
Offers Unleashed: How Many Of These 17
Profit Multiplying Offers Is Your Website Missing?
Make $1,500 Today: This 48 Page Report Reveals
The Simple Step By Step System For Selling Your Online
Marketing Skills To Businesses Right In Your City
$500 In 24 Hours Without A Website: From Offline Store Front
To Online Gold. Charge Local Businesses To Explode Their Sales From Walk Past Traffic And Turn That Traffic Into Long Term Online Income (Perfect For Copywriters)
Online Gold For The Offline Business: The Definitive
eBook On How To Use Online Marketing To Power Up
The Profits In Any Brick And Mortar Business
Make My Website Sell: FREE 11 Minute Video
Insider Secrets Of Web Design That Sells
$7 Secrets: How I Made Over $3,000 In Just 7 Days
By Selling A 30 Page Report For $7
Make Money Copywriting: 34 Insider Secrets To Making Money
As A Copywriter And How To Land Your First Copywriting Client