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Advice on Using Imagery

by Jeremey
9 replies
I'm trying to unlock a puzzle tonight that I'm not sure is worth solving...but figured I'd throw it out for opinions here anyway...

Is it ever appropriate to direct a prospect to specific imagery in your copy?

I don't mean the garden variety "imagery" commonly used in copy, but the actual "picture this for a moment" kind of direct imagery that puts the prospect in a specific place or situation.

In other words, if I want the reader of the sales letter to conjure up an image, does it take prospect completely out of the sales process when you do that? Or is it okay to be direct about it...and if so, are there "transitioning" phrases that work – rather than saying "Picture yourself high atop a mountain summit," or something jarring like that?

If that even makes sense to anyone, I'd be happy to hear any opinions.

Thanks!
#advice #imagery
  • Profile picture of the author Pusateri
    Imagery shouldn't take them out of the sales processes, it should connect them to the product or the problem.

    Don't bother with transitions, just put them in the scene. Put the product in their hands and say exactly what you would say selling in person. "Feel that weld? No rivets or crimps on this smoker."

    If it's a non-physical product, explain what it's like to experience the benefit. Second person, present tense is powerful stuff.

    The copy at jpeterman.com is almost pure imagery. They do pretty well with it.

    Is that what you're looking for?
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    • Profile picture of the author Jeremey
      Originally Posted by Pusateri View Post

      Imagery shouldn't take them out of the sales processes, it should connect them to the product or the problem.

      Don't bother with transitions, just put them in the scene. Put the product in their hands and say exactly what you would say selling in person. "Feel that weld? No rivets or crimps on this smoker."

      If it's a non-physical product, explain what it's like to experience the benefit. Second person, present tense is powerful stuff.

      The copy at jpeterman.com is almost pure imagery. They do pretty well with it.

      Is that what you're looking for?
      Thanks, and great advice! What I'm thinking though is more along the lines of metaphorical imagery...I've been working this weekend on a project and really wanted to put a prospect in a specific place (In this case, Mount Everest base camp...don't laugh), but there was simply no way I could wrangle the copy to bring that connection to the prospect without a jarring split away from the sales process. I finally gave up but I was wondering if there's a crafty way of actually doing this, or if it is more of a hackneyed crutch wielded by amateurs.
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  • Profile picture of the author Steve The Copywriter
    Jeremey,

    If you're going to take your prospects on a wild adventure to the base camp at the foot of Mount Everest, where they'll experience all the senses - touch, sound, feel, emotion etc

    When you've finished... just bring them home (assuming you haven't frozen them to death).

    Say something like "Ok lets get back to ..."

    All done using the power of words.


    Steve
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    • Profile picture of the author Jeremey
      Originally Posted by Steve The Copywriter View Post

      Jeremey,

      If you're going to take your prospects on a wild adventure to the base camp at the foot of Mount Everest, where they'll experience all the senses - touch, sound, feel, emotion etc

      When you've finished... just bring them home (assuming you haven't frozen them to death).

      Say something like "Ok lets get back to ..."

      All done using the power of words.


      Steve
      Thanks Steve - It's the transition that got me tangled but I think it just needs a little more massaging! And the sensory experience is what I want to establish...Not only the sights, sounds, and feeling of being there, but the sense of adventure and trepidation for the journey that is about to begin!
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  • Profile picture of the author Robert_Rand
    Yes, it's appropriate. Anything that you think will help advance the sale is appropriate.

    Originally Posted by Jeremey View Post

    Or is it okay to be direct about it...and if so, are there "transitioning" phrases that work - rather than saying "Picture yourself high atop a mountain summit," or something jarring like that?
    Don't get too caught up with the mechanics. Copywriting is an art, not a science. When in doubt... write like you speak.
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    • Profile picture of the author Jeremey
      Originally Posted by Robert_Rand View Post

      Yes, it's appropriate. Anything that you think will help advance the sale is appropriate.



      Don't get too caught up with the mechanics. Copywriting is an art, not a science. When in doubt... write like you speak.
      Great advice Robert, thanks! A bit of clarity for me to be sure.
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  • Profile picture of the author Corey Geer
    Imagery is one of the key factors that got me to purchase the only make money online product I've ever purchased.

    I was at $0, young, had rent and screwed. I saw this super cool website with images of sports cars, boats, private jets, mansions, piles of money, etc and I thought to myself.. I WANT THAT. I know just how wrong I was at this point in time but imagery helps give people that mental image of what they could expect to get.

    A lot of people subliminally think (in a make money online product anyways) that if the person selling the product has a Lamborghini then there's no reason they shouldn't have one as well.

    It's just like weight loss products. There's a reason they use fit and flawless females most of the time (sometimes they use men). Some fat lazy slob sees this fit and attractive female and they think, "hrm.. if I use this product, girls like that will want me." Or even from the male perspective, guys see that and go "Man, I want to look like that" and the same thing for when females see those ads.

    A copy doesn't need to have imagery to be successful but implementing a mental image of what they could gain or achieve definitely helps hype them up.
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