In the age of the “camera in everyone’s pocket,” it’s more important than ever to appeal to your customers through personal images. According to Perception Research Services, print readers view photos first, particularly pictures of human faces. Including a picture of you or your employees will draw your customers in, encouraging them to read your story and engage with your offer or information.
As a rule of thumb, readers spend at least half of their viewing time on visual elements, such as personal images. If your potential customer is spending the time and making this connection with your photo, it will also inspire familiarity and trustworthiness between your company and the customer. Consumers feel more confident making purchases from someone they know, particularly in the case of service professionals entering their home.
The importance of including photos with stories cannot be overlooked, particularly when it leads to drawing customers in and forming a relationship in the future. This feeling of a connection will translate into an increase in sales and lead to customer retention in the long run.