If you’re a cow, your eyes light up at the sight of other cows.
If you’re a grouse, your eyes light up at the sight of other grouses.
But here’s the deal: I’ll bet you’re not a cow, or a grouse.
I’m guessing you’re a person.
Did I get that right?
If so – and even if your hobby is cows or grouses, and your eyes light up somewhat for them -- what your eyes light up most for is other people.
We’re social animals, so this is especially true for us humans.
Visually what we’re drawn to most is other people, and particularly the eyes of other people (bangin’ booties and ta-tas notwithstanding.)
So if you’re really lazy and you’re not going to read any further in this article than this, there’s your general answer: the single best type of picture you could use on your
webpage, blog, print brochure, or any type of marketing is typically a picture of a human being, including their eyes (hence their face, since as you’ll recall our eyes on our faces).
Because people are drawn to other people’s eyes like nothing else out there, typically. Which means you’ll make them look.
Now important note, even for the lazy who were about to leave: they’ll be even more attracted if those eyes are inviting or somehow compelling, such as smiling eyes, or suggestive eyes, or afraid, sad, bitterasamotheruck eyes etcetera.
Because eyes like those are revealing a potentially good story, and on an emotional level (the most important marketing level) we just GOTTA know what that story is. So we’ll read your headline, and if that maintains or better yet increases the emotional draw, we’ll dive deeper in.
I'm Scared, Bitches!
Of course you’re smart, so you already know you’ve got to match the context – if you’re marketing a home security system, for example, and your headline and copy are primarily provoking fear and the consequential need for home motion detectors that shoot poison darts, don’t use a picture of a hot woman with touch-me-down-there-now eyes.
Sure, she’ll grab people initially, but the moment they start to read your fear copy that has nada to do with the horny mood you just put them in, CLICK -- they’ll disconnect. They’re out of emotional mode and in logical what-the-hell-just-happened mode, and likely gone.
So match the emotion of the person in the picture you use to the emotion of your copy. Home security system with fear-based copy? Use picture of woman whose eyes say, “I’m scared, bitches!”
If you’re really good, you can instead match the emotion of the pictured person to the emotional outcome – the key benefit – of the product you’re marketing.
Home security system with fear-based copy that promises a deep sense of security if you buy said home security system? Use picture of woman whose eyes say, “Because of this home security system, bitches, I have achieved inner-peace.”
But you have to really good to pull this off if you’re only using that one picture.
Now, if you are a lazy skim-reader and you’ve already left this article, you miss this important tidbit (good for the rest of you!):
If it’s a choice between a man and a woman picture, use a woman picture. Typically.
This has been tested ad nauseating-um, and it’s true whether your primary market is men OR women.
Because the vast majority of men are more drawn to a woman, especially if the pictured woman pictured is attractive and younger. No more explanation likely needed.
And more surprisingly for some, because the vast majority of women are also more drawn to a woman, particularly if that pictured woman is about ten years younger.
That’s because the vast majority of women are bisexual, even if they aren’t aware of it.
No, that’s not why, or at least not officially why.
The official reason I’ve seen given is a somewhat complicated mix of women emotionally bonding with / sizing themselves up against other women, and seeing/wishing themselves ten years younger on average.
Whatever the reason, time and again I’ve seen it is true: women pics, especially of women ten years younger than your average market, beat the Dockers off men pics.
“But I Have an Exception!” Someone Will Whine…
Of course there are exceptions to this all.
If your website, blog, brochure, or whatever is marketing The Grouse Lovers Association of Denver (GLAD), I imagine a picture of a happy grouse could work really well. (Though try a picture of a woman hugging a happy grouse with adulation in her eyes and I bet it does better.)
If you’re marketing anything that’s really visual -- such as fine art, or arsonist supplies, or the color pink – you betcha that it might be wise to lead with a picture of that very thing. (Though try a picture of woman showing the right emotion accompanying that really visual thing you are marketing and see how it tests out anyway, thank me.)
Yes, pictures of babies and kittens and puppies run a close second to the women pics, and may even beat it – to some markets.
And yes, if your primary market is people in their teens or twenties the pictures of women still typically applies... but the part about women around ten years younger likely does not.
And finally yes, if you too are writing an article called, "The Single Best Type of Picture to Use in Your Marketing," lead with a picture of a cow.
There are exceptions to everything.
That’s why I wrote “typically” so much in the preceding paragraphs.
But in general, when in doubt, and as a little song I wrote goes:
Go with a picture of a woman /
Showing the right emotion in her eyes /
Even better if she’s ten years younger /
Than your market’s average girls and guys.
And if that doesn't work, here's a handy-dandy-raggedy-and-and-andy infographic to remind you of the Top 12 Types of Pictures that REALLY Grab Attention for Your Marketing.
Share it with friends, spouses, lovers, ex-lovers, ex-spouses and foes alike:
And FINALLY, what are your thoughts, hmmm?
Do you think ol’ Buster’s full of crap, or you’ve seen similar results and tend to agree?
Let everyone know, yo, by posting your comment below: