Creating PDF marketing collateral that reliably converts readers into sales is more important now than ever.
One way to boost your marketing material is to add strategically selected images.
Adding the right images to your PDF marketing assets has been proven to increase sales.
Scientists have discovered that people remember pictures better than words. They believe that being able to vividly remember what has been seen is an evolutionary trait of survival.
Research has also shown that images are a powerful tool for communicating your marketing message and increasing sales.
It may sound amazing, but images are processed remarkably quickly in the brain, and the memory of these images is retained at a much faster rate and for a longer period of time than words.
Why adding images to PDF is useful
There are five reasons that have been proven to help increase the conversion rate of your marketing materials.
1. Pictures are emotionally appealing
Images are a great way to motivate readers with a positive emotional impact.
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Research has shown that images can affect a reader's mood.
The important thing is that this emotional influence can actually help your marketing message get through.
Another benefit of engaging a customer emotionally is that they'll grab the reader's attention and keep them busy with the marketing material.
According to a research report entitled "Effects of Images in Print Media".
“… Images have an undisputed ability to arouse emotions, adding that such emotions can directly or indirectly influence attitudes by influencing message processing.
Strivers (1994) believed that visual images appeal to people on an emotional level, noting that the more vivid, excited, or convincing an image is, the more likely it is that it will affect an individual. Similar results are noteworthy in a marketing context.
Since images can create a sense of drama, they hold the viewer's attention and create an emotional involvement that leads to personal identification between the subjects of the story and the viewer. "
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In some cases, it is a good idea to show pictures that show a person achieving or expressing success while using the product or service that is the subject of the marketing material.
It enables the person viewing the marketing material to see themselves in the picture, as research says, and creates "personal identification between the viewer's subjects".
Always sell the benefit that the product offers.
An image that communicates the benefit remains with the consumer for a long time.
2. Images reduce reading fatigue
A page of text can look intimidating.
And even though a prospect is motivated to read the marketing material to understand if your services or products are a good fit, a page of words still feels like a chore.
Images can break up the text passages and at the same time communicate your marketing message.
Thus, they serve as islands of visual calm between words, but also continue the process of positive messaging and influence sales.
3. Pictures are easier to remember
Scientific research has found that the mind has a remarkable ability to remember images. Images that people see stay with them.
This makes images a remarkably effective way to convey an emotion or a message.
From several experiments it has been known for decades that people can remember over 90 images that were seen over several days with 90% accuracy during testing.
This also applied to images that were only seen for a short time.
In a research study titled "Neural Correlates of Episodic Coding of Pictures and Words," researchers used brain imaging with test subjects reading text and looking at pictures.
The aim was to see how the brain processes words and images and to find an explanation for why images can be called up so well.
The regions of the brain that are involved in processing images have been found to be directly related to memory.
Thats how it works:
“… The medial temporal cortex has long been known from lesion experiments to be important for episodic memory and can be particularly important for coding new information.
The greater activity in the medial temporal cortex during the coding of images compared to words suggests that images more directly or effectively involve these memory-related regions in the brain, resulting in superior memory of these elements. "
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They also discovered that the regions of the brain associated with reading words are not associated with memory tasks.
“Words, on the other hand, activate regions of the left hemisphere that have previously been shown to be involved in language tasks, including regions of the left frontal, temporal and parietal regions. This result implies that the coding of words primarily invokes a distributed system of regions that are involved in language processing and that are less conducive to later retrieval from episodic memory. "
The study recalled a theory that one reason pictures work so well is because they are connected in the mind to previous experiences.
“One theory of the mechanism underlying superior image memory is that images automatically associate multiple representations and associations with other knowledge of the world, encouraging more elaborate coding than words. This theory implies that there are qualitative differences between the way words and images are processed during memory. "
4. Diagrams communicate visually
As mentioned above, visual representations of ideas are better processed and stored than just words.
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Another fascinating property of images is that they are processed with remarkable speed.
What takes 20 seconds to communicate by reading can be communicated with an image in milliseconds.
The viewing process is tied to the identification of concepts.
By using a chart or similar visualization of success, a marketer is effectively communicating the concept itself through the mechanism of visual stimulation.
An MIT article, MIT Neuroscientists Find the Brain, can identify images that show up after just 13 milliseconds, explains the details.
The news report states:
“… A team of neuroscientists from MIT has found that the human brain can process entire images that the eye sees in just 13 milliseconds – the first evidence of such a fast processing speed.
… The fact that you can do this at these high speeds shows us that vision finds concepts. That's what the brain does all day – to understand what we're seeing, "said Mary Potter, MIT professor of brain and cognitive science and lead author on the study.
… This rapid-fire processing can help direct the eyes, which are gazing three times per second, to their next target, says Potter. “The job of the eyes is not just to get the information into the brain, but to enable the brain to think about it fast enough to know what to look for next. In general, we calibrate our eyes to move as often as possible to understand what we are seeing, ”she says.
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5. Images create trust and increase profitability
eBay has examined the sales stats and features of hundreds of millions of sales.
One of the purposes of the investigation was to determine whether images had a positive effect on the conversion rate (the number of users who contacted buyers).
eBay found that images actually have a positive effect on a buyer's attention, build confidence in the seller, and increase conversion rates.
Here's that research: is a picture really worth a thousand words? – On the role of images in e-commerce (PDF).
According to eBay's research on hundreds of millions of auctions:
“Our results show positive evidence that images help increase buyer awareness, trust, and conversion rates.
Among the three properties of images, our study shows that increasing the number of images of the product – which is a more complete visual representation of the product – is an effective way to improve sell-through. "
Part of the study looked at products that could not be sold and were then offered for sale again. They looked at more than 55,000 sales.
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What they discovered was a strong correlation between adding more images and profitability.
According to the study:
“Strong correlation between the increase in the number of photos and the win rate. … We noticed a clear trend that the more photos you take, the more likely you are to make a profit. "
For product marketing materials in particular, adding more images to auctions translates into higher sales and higher profitability.
It can be useful to add more pictures of products or service results as it can increase confidence and sales.
Consider adding images to PDF marketing collateral
It is clear that adding images to PDF marketing materials is a successful strategy for increasing sales, stimulating a positive emotional response, and communicating your message efficiently.
Maybe it's time to take a second look at your marketing material.