5 reasons why you should add visuals to your marketing.

woman pointing to the 5th of 5 yellow stars to signify successful marketing

We know that social media posts with visuals outperform text-only posts. 

But visuals enhance other forms of marketing as well. As visual creatures, we enjoy reading or skimming material which contains graphics and images.

In fact, according to this post in Polls Everywhere, visuals increase the desire to read content by 80%. With a reach like that, can you afford NOT to use visuals in your marketing? Hardly.

Get Creative.

Smart marketers employ a variety of different types of visuals to spice up content — photos, graphics, banners, Infographics, charts, videos, clips or gifs.

The type of product or service you’re selling will generally inform the type of visuals you use. But as long as it helps clarify your copy and grab the reader’s eye, there’s no reason why you can’t get creative and try a type of visual you haven’t used before. Play with colors and shading. Do something none of your competitors are doing.

Head over to Content Marketing Institute to see some excellent examples of companies that have nailed visual content.

Since we also like material laid out in an easy-to-scroll format, here are 5 reasons why you should add visuals to your marketing.

  1. Readability.
    Blocks of text are not only boring, they’re intimidating. Not the reaction you’re looking for when you publish a new article or blog post or launch a new website.Blocks of text are not only boring, they’re intimidating. Not the reaction you’re looking for when you publish a new article or blog post or launch a new website. Your content might be groundbreaking, but that’s irrelevant if people don’t read what you’ve written. Adding visuals breaks up copy making it more compelling to read and easier to scroll.“Every aspect of your website must account for each user’s wants and needs at a given moment in time.” Alan Smith, Usability Geek
  2. Reach.
    Some people really don’t like to read. And with the success of YouTube, they don’t have to. They prefer to learn via video. Others respond better to visuals than to text.What to do? “People are 80% more likely to read content if it’s paired with colorful visuals.” Tara Johnson, “How Visual Marketing Works”.So if you want to reach the broadest audience you can, make sure you incorporate visuals (and videos where appropriate) into your copy.
  3. Retention.
    According to this post titled “7 tips for using visual content marketing,” from Social Media Today, people remember visual information 6x better than the information they have read or heard. Since you’ve taken the time to write your content, why not make it as easy as possible for people to absorb it.
  4. Impact.
    Ideally, you want your copy to have an impact on your readers. You want them to follow you, refer you, quote you, or  hire you. Or share how terrific you are on social media.  Adding visuals to your content helps make that happen.In this article from eLearning Industry titled “Visual Learning: 6 Reasons Why Visuals Are The Most Powerful Aspect of eLearning,”  author Dana Jandhyala states ““Powerful images and visual metaphors create strong impressions and lasting memories in learners.”
  5. Interest.
    Illustrations or photos support your content and enhance copy so it’s more interesting.  From PR Daily, “visual content gets viewed 94% times more than content without any visuals” according to a 2018 Social Media Examiner report. May 24, 2018

    Ready to mix up your marketing?

If your marketing efforts haven’t resulted in sufficient new business, try putting some of these tips into play.  And start to pay attention to how and what YOU read (and react to). Odds are that visually void content is not something you’re really reading either.

Learn more about how to make your website compelling.

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6 workarounds to get out of a creative rut.

upset woman holding her head in her hands

We’ve all been there.

A project due. Deadline looming. And bam! You’re stuck.

The words (or layouts or designs or insert-your-own-noun) are simply not coming. You’ve hit a creative rut and you need help getting out.

In his article in Wired Magazine, What’s Up With That: Your Best Thinking Seems to Happen in the Shower, author Nick Stockton talks about random thoughts and “eureka” moments.

Stockton interviewed psychologist John Kounios who studies creativity and distraction at Drexel University in Philadelphia. Kournios refers to the random thought/freewheeling type of problem solving as “aimless engagement in an activity…and a great catalyst for free association”.

I’ll expand on that. I think that creative ruts are based in neuroscience. Our brains are wired in such a way that we get stuck on repeat. That doesn’t leave a lot of room for fresh new thoughts to filter in.

Neuroscience and Creative Thinking

Our women’s advocacy group (shoutout SBAC Women In Business!) hosted a panel a few months ago on how to move forward in business after the devastation of 2020.

Doreen Petty, an inspiring business coach who uses neuroscience in her practice, shared that 95% of our behavior is based on what we’ve done in the past. What we need to do is learn how to use the remaining 5% to build new pathways.  Applying this to creative thinking makes perfect sense.

Trying to work with the same old- same old content results in what I call “dam jams”. The stream stops moving quickly when it reaches a dam.  Getting past the dam jam is how I now think about writing ruts. So what do I need to do to move past the dam?

Blasting Through Creative Dam Jams

Here are six easy workarounds we’ve found helpful:
Get up and get out.
A change of scene can help get your creative juices flowing. Head outside…..ideally somewhere green. Being out in nature is an excellent way to clear your mind and make you more receptive to fresh ideas. And walking gets your blood moving and heart pumping faster. It’s a win-win.
Stop! 
Close your laptop. Give yourself a 30-minute break. Something distracting. Arrange some flowers. Rearrange your closet or drawers. Call someone you’ve been meaning to call just to say hello. Get out of your own head and the vicious circle of “ it’s not happening”. You’ll come back refreshed and hopefully with a clean slate of possibilities.
Try the water trick.
If you’re not near any waterfalls or water features, jump in the shower. There’s something soothing and cerebral about running water. Even better if you add a few drops of lavender essential oil in the corners of the shower and make the water super steamy. The lavender is calming and relaxing. And being relaxed is much more conducive to the creative process than stressing over why you’re stuck!
I’ve written some of my favorite articles sitting near a water feature in a backyard in Palm Springs. I’ve also come up with some great ideas in the shower.
Do a brain dump.
Take all that stuff that’s whizzing around in your head and driving you to distraction and put it on paper. Write it or draw it or record yourself. Whatever your preferred method of screaming quietly.
Better yet, draw a mind map.
If you’ve never done one, it’s sort of like an organized brain dump. Get a clean piece of paper. In the center, draw a circle and write the topic or name of the project you’re stuck on. Now draw smaller circles (or squares) around it with some of the things you want to include in your project (yes, I know. This is like an outline but in visual form!).
As I was attempting to write this post……over several days…. and still wasn’t happy with it ;(  I finally used the mind map method. After walking away from my computer several times and distracting myself using some of the techniques mentioned above, I knew I was still overthinking.
Getting my key points down on paper and adding supporting points underneath made it so much easier to move forward. Doing it in color made it fun. Here’s what that looked like:
The power of music.
In a time,com article “Does Listening to Music Stimulate Creative Thinking, or Stifle It?”, Markham Heid says: A 2017 study in the journal PLOS ONE found that listening to “happy” music—defined as classical tunes that were upbeat and stimulating—helped people perform better on tasks that involved “divergent” thinking, which is a core component of creativity.
As I was mind mapping, I was also watching a Facebook Live recital by my friend Sara Su Jones, an accomplished violinist whose music introduced me a number of years ago to the beauty of classical music. The pieces she played (today’s recital all pieces by women composers) were joyous and happy and elegant. I mind mapped with ease. Check out Sara Su’s schedule for upcoming performances. 
What works best for you?
I’m partial to drawing rather than mind mapping digitally because I find that the tactile sensation of paper and pen works better for me.
mind map drawing showing things to do to break out of a creative rut
But if you’re a digital person, here are a few places to check out mind mapping software….some free, some premium.
Some other good resources for getting unstuck:
 (Note: I don’t agree with all of these suggestions but that’s just me ;)
The focus is on photography but the suggestions are good and could apply to writing and design as well.

Why yes, it would be lovely if you want to share this post.

If you’re so inclined, we’d love you to share how you get out of a creative rut. There’s always something new to learn. And if you’d like to share this post on social media, that would be lovely.
Addendum
After this post was finished, I found this article in Entrepreneur that is spot on topic and “endorsed” by Steve Jobs and Albert Einstein.
They both  used a concept called “No Time” which is the time they left unscheduled for self-care — in this case, for doing nothing. Because “neuroscience shows that disconnection time blocks have a large influence on creativity.” Read the rest here. It’s well worth your time.
If you’re having productivity issues, this blog post might help.
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