Check all your marketing -- anything that contains pictures.
Brochures.
Websites.
Catalogs.
Advertisements
And everything else.
Do your pictures contain captions?
I don't mean just adding your name or a description. I mean a caption that sucks you into the body copy like a...
Dyson Sucks Up a Cookie Crumb!
One of the biggest mistakes I see people make -- and I'm taking even the pros -- is that they include a photo in their promotion... but no caption.
Or...
They include a caption and then simply mention the person's name. Something like, "John Smith (above) discusses chiropractic care."
How does that advance the sales process?
How does that make the reader want to tear into the article and find out more?
How does that create interest or suspense or intrigue?
It doesn't.
A good photo should include a caption that does all of the above.
Why?
Because if you include a photo in your promotion piece... AND add a cation... it will be...
One of the Most Read Parts of Your Promotion
Therefore, when you add a weak caption (or none at all), you are missing a golden opportunity.
Much like if you were to send a direct mail letter and not include a P.S.
Missed opportunity.
You wouldn't do that, would you?
So, why would you treat your photo caption like a red-headed stepchild?
What Happens When You Test a Strong Caption?
About 12 years ago, I tested the response on a direct mail piece I mailed to about 5,000 lawyers.
The A/B test I conducted consisted of a strong caption versus a weak one.
To my shock, the strong caption DOUBLED the response rate. Yeah, I couldn't believe it either.
(You can see the strong caption in the photo above.)
The other caption I tested (with the same photo) was: "Nader Anise, Esq. (above) explains the keys to legal marketing success."
The results were stunning.
So, the next time you create a promotion with a photo, make sure you add a caption.
The difference can be night and day.
