That image. We all know the one I’m talking about. The one image which sums up the suffering of those poor souls on the continent’s doorstep.
It’s a picture which made people act, engaged them, made them interact in a way they rarely do on social media and, more importantly, made them realise the true horror that was going on. Yes, there are other images which have had a similar effect but, once again, this image has come to represent so much.
It’s an historical thing. Every crisis, every war, every sorrow and every celebration is caught on camera. From the euphoria of the opening ceremony of the London 2012 Olympics to a field of poppies cascading from the Tower of London. There’s an image for everything.
Engaging
The question is, do you have the right image for your copy? While copy can be king a picture can take your marketing collateral to a different level. Even a simple blog, much like the one you are reading now, can be transformed with an image which forces people to engage with your copy. It’s often the most difficult item to find, especially when the copy is so random you can’t possibly illustrate it.
As a former journalist I know about the power of the photo. There were many an occasion when I’d be delighted with the words which went on the front page but if you had a striking photo to accompany it, your words became the supporting role. No matter how strong the story is, the image is something which always draws you in. I remember covering countless fire stories and no matter how many times I used the words “horror”, “smoke-rising”, “terrified neighbours”, “destruction” etc… if my photographer got that money shot image the sub-editor would design the page with the “fire-ravaged” building rather than the copy.
A winning formula
Pictures sell, you don’t have to have a degree in media studies and 30 years marketing experience to know that. Get the image right and so long as you have strong copy to accompany it, you’re onto a winner.
And it doesn’t have to cost the earth either if you don’t have access to a plethora of photographers (although that does help, think about that when you are putting together your marketing budgets). There are plenty of free image sites on the web:
- Pexels.com – One of the largest free directories with collated photos from many free image sites. If you are in a hurry, this is the one for you.
- FreePhotBanks.com – Fast and easy to download, a bit more abstract than other sites but if architecture and nature is your field, you’re on the right site.
- FreeMediaGoo.com – Royalty free (always a bonus) and restriction free too, great for cropping if needed (some aren’t, so unless you’re a whizz with photoshop, this is the one).
- Photodune – Want your website to stand out, this is the site for you.
- Flickr.com – The one most people recognise. So long as you register with them you are good to go. Millions of images to share but watch out for some, shall we say, dodgy images (thankfully it is policed!)
Footnote: For obvious (and ethical) reasons I’ve decided not to use that image to accompany this blog. Instead I’ve gone for an illustration which pretty much sums it up. I hope you agree.
Nick Hyde is PR & Marketing Manager at Happy Creative, a full service marketing and creative agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
