The Power of Visual Storytelling
By now you’ve heard the phrase, “a picture is worth a thousand words” and as a business owner, it’s extremely important to keep this in mind when selling your product.
great visual has the power to tell a captivating story that creates emotion in your ideal customer and clearly explains what it is that you do, who you work with, and who will benefit from your product. Know what you’re looking to achieve with your visual storytelling before moving forward.
Have a Clear Message
Telling a story through photos can keep someone from misinterpreting what you do and who you work with, as long as your message is clear. I say it often, but remember your “why.” Why is this the best way to convey the story of your product to your audience? Can they resonate? Is this something they need? Always assess the situation and be transparent with your customers.
Less is more so consider the visuals. Keep distractions that take away from the initial story that you’re trying to convey to a minimum. In the few seconds it takes a customer to look at your photo before they look away, create a clear message that addresses their pain points. How will your product solve their problem? You don’t want your product and your message to get lost in the visuals. Create a visual story using real-life scenarios. Potential customers are more likely to convert into buyers if they can clearly understand what it is you do, what your product is, and how it will help them.
The Human Element
People relate to people. When you add a human element to your visuals, you create the opportunity to deepen the connection with your ideal customer. It becomes easier for them to feel the emotions you’re trying to convey and reveals the person behind the brand. After all, you are human and you want your customers to be able to relate to you as a person.
Some ideas to incorporate could be showcasing satisfied customers using your product or strategically placing your model in a scene that sets up the story for your product. The human element also brings a scale. Give your customers a better visual of why they need what you’re selling and how they can use it. Ask yourself:
- How will adding the human element come into play when selling my product?
- How will certain elements in my photo help me with my narrative?
- How will this make my ideal customer feel?
It’s all about the details. I share some of my best product photography tips to help your product stand out in my blog post here.
Maintain a consistent, visual theme across the board when telling a story. The use of your brand colors to streamline your products and your business strengthens brand awareness. Brand colors can also evoke different feelings, so if your customer finds that they can relate to your message they are more likely to buy from you. Your brand colors also have a direct influence on your brand identity so be sure you’re clear from the start on the message you want to convey to your customers. Repetition of the same colors, the same message, and the same values builds trust and, ultimately, a community of people who believe in you, your business and your product.
Visual storytelling helps you connect to the people you want to work with and serve or buy your products. They’re always looking for a solution to their problem (whatever that may be), but the visual storytelling helps them to see that you are what they need. Have a clear message, add a human element, and streamline your brand colors and you’re off to a great start!
If you’re ready to improve your brand coordination in your images, be sure to grab my quick guide! You can also connect with me here and we can discuss the visual story you’d like to tell with your product. And as always, you can check me out on Instagram!
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