Before modern print advertising arrived in the 15th century with the invention of the printing press, ancient Egyptians created papyrus posters; Romans painted their walls; others used song, poetry and stories to advertise. Since the 15th century, by and large, nothing much changed until the invention of the postal service, radio, film, television and, today, the Internet. What makes the Internet a phenomenal sales tool is that anyone with an internet connection can advertise, not just to their town or region, but to the world. Some with much more success than others, and here’s why:
When we read information, two things happen:
- The words create pictures in our minds (visual)
- We feel attracted or repelled (emotional)
Both these things happen within milliseconds and repeat thousands of times a day as we are bombarded by a near constant flow of information and advertising all around us. Even when we look for something we really want, and are more focussed on what we are reading, the process is the same.
When we see a picture, our brain’s respond even faster.
That’s because our brains process images much faster than words, especially if our reading skills are poor or we are reading an unfamiliar language. It is true what they say, “A picture is worth a thousand words” and we process the information much faster too.
Now we know why it is worth getting BOTH the words and pictures we use to promote and persuade right. It’s a powerful combination, so, let’s look at the words first.