I'm going to share a great
tip with you.
If you have a website, sales page, ad, etc with a photo... AND... you have a Call to Action (CTA)...
Pay close attention to this
one.
Do you see the photo
above?
Notice how the man in
the ad ISN'T looking directly at you? That's bad marketing, right?
Wrong.
Here's what the researchers
found:
As human beings, we have
a tendency to follow people's gazes. If you are speaking to a friend and she suddenly looks up, you will most likely look up as well. This trait has developed in us over time, even to the point of it being ingrained in our amygdala (the "roughly almond-shaped mass of gray matter inside each cerebral hemisphere, involved with the experiencing of emotions").
So, how does this apply to
advertising?
Simple. If you have an ad with a photo, the best positioning of the person's gaze is looking directly at the Call to Action.
This will increase the
likelihood of the reader clicking or calling (or whatever the CTA calls for) because we tend to follow where the gaze is.
However, if you position
the model to look directly at the reader, it will distract from the CTA.
Having said that, let me
make this caveat. An attractive model WILL initially grab the reader's attention. No doubt about that. However, if the model gazes straight at the reader or is too distracting, it may be difficult to refocus the reader's attention back to the ad copy. You'll have to work that much harder to get them to follow your CTA.
In Application...
Review your web pages,
landing pages... your client's pages, ads, etc... and see if you can replace some of the pics to have the person gaze at the CTA (Call to Action).
Better yet, test the before
and after and send me the results. Hopefully, I'll be able to share them with the Chamber family.
P.S. Now maybe you DID know
about this tip. If you did, feel free to send me an email filled with lots of self horn tooting!
