Adding the right images to your PDF marketing material has been shown to turn interested readers into sales. There are a couple reasons why this works, and we’re going to go over them so you can increase the conversion rate of your marketing materials.
Images Create an Emotional Connection
Words can be moving, and so can images. The difference is that people are more likely to be drawn to an image of something, rather than a description. This emotional influence images have on people can better help get your marketing message across to your readers, and also keep them engaged.
One way to show images is by showing a person experiencing or expressing a positive reaction while using the product or service that is the subject of the material. This allows the person viewing the material to have a personal identification with how they would experience the product. Images that portray a positive emotional message will stay embedded with the consumer.
Images can Reduce Reading Fatigue
Many people can look at a page full of text and instantly feel intimidated, or lose motivation to read it in the first place. Even if the information pertains to the customer’s interest in the product or service, it shouldn’t feel like a chore to find the answers they’re looking for. Images that are thrown in to break up the text can be a useful way to better explain the content to the reader, as many people are visual learners. The important part about having an image to break up text is to ensure that it is still relevant to the text itself.
Similar to the emotional effect pictures can have, they can also stick in the reader's minds longer. This is why brand logos are so influential; they create a visual representation of the brand, and it sticks after being advertised enough.
It’s also been proven that people are able to process an image much quicker than text. Graphs and other visuals trigger the brain to try and understand what we are looking at. You can come to the conclusion of the message of an image quicker than that page-long text that is trying to do the same thing.
Images Can Build Trust with Customers
Showing the results or a product or service can help vindicate to the customer that it works, therefore increasing trust and sealing the sale. Images can have a positive effect when it comes to grabbing the buyer’s attention, and also letting them know they can trust the seller.
If you haven’t started adding effective images to your PDF marketing materials, now is the time. If you’re having a hard time finding images that correlate with your existing content, try to determine what questions or concerns your customers need answers to, and how you can effectively answer them with some kind of graphic.