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How To Use Photos For Emotional Confirmation | Will Leach

From Audio: [Special Episode] The Mindstate Marketing Hour #13 with Will Leach - The ROI Online Podcast Ep. 71

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The ROI Online Podcast
Duration: 03:26
Will Leach talks about how using emotions in marketing is the best way of marketing, and how you can use photos to affect your customers’ emotions.
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Will Leach talks about how using emotions in marketing is the best way of marketing, and how you can use photos to affect your customers’ emotions.
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So, um, in the emotional side, now we want to talk about we want to have a conversation. About what? Photos. Support the emotional confirmation part. Yep. And so, you know, you and I have talked a lot about this. Is this you know, and I want everybody to know that we stand for emotional marketing, human marketing. Um And so this is where you should be leaning in almost always on almost any any business out there, you know, unless, yeah, there's just very few businesses unless you're a government contract or so like that, that that really, you need to work in the emotional space like I've done work with surgeons. I've done work all over the globe with people that are very high professional jobs, and they are still making emotional decisions. So lean in if you're going to ask somebody to make an emotional decision, think about leaning people to use more system. One emotional thinking when they're looking at your your your your your pictures, your your photography. And so I have a couple of tips that get you to a much better, faster emotional place, and they're actually gonna seem very, um, intuitive to most of you, so I'm curious what they are. That's right. So the first one is and I've had this fight for a while in almost all occasions. Try to show people's faces, um, in your stock imagery. So I went to a very huge, huge company one time and battle the vice president. This company is the one of the top five company in the world in terms of revenues. And, um, they said that you should never their their their perspective was, Never show people in your stock photography because people can't see themselves like, Let's say, Let's say, if you had, um, somebody who was a Hispanic, well, there's a group of your of your population that won't identify with that, uh, nationality or ethnicity. So therefore, let's not show anybody, and I am telling you, and I told them the same thing I categorically can tell you that is absolutely wrong from a neurological perspective, people's faces matter and almost everything you do. Why faces almost always in the 1st 1/20 of a second drive? Visual attention and interest. So when I first, when you first look at anything, you're before even consciousness happened, Steve the human eye is looking to figure out what this thing is. And within 1 20 of a second, the eye is through biology. Um, well, actually find faces because as we've been growing up and I think yesterday you made this good point, you know, kind of back when we were hunting and gathering and things like that in the woods faces. Let me know whether or not you were in my tribe or not in my tribe. Were you a tiger or were you? You know, human faces and almost all studies. Human eye goes immediately to a face. So why would that be important? Well, I want attention on my ad. So first and foremost, it drives visual attention and interest, because when you see images of facial expressions, it almost always drives an immediate reaction to, um to interest as well. I may not be interested, but at least tries to figure out what is this thing which drives this idea of interest
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