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Picture a pink elephant dancing the two-step in a bright blueskirt. Got it? Are you sure? If not, reread this paragraph. If you really have it, you wont be able to forget it ifasked to do so. Pictures in our minds are simply too powerful to be erased on command.We Think In Pictures If I ask you what you had for breakfast, youll bring up amemory of your plate, then tell me what you ate as you "watch"yourself doing so. While some think in the abstract, just sortof rattle off a list, most of us will picture ourselves eatingbreakfast, then hold that image long enough to answer thequestion. If I ask what you did last summer vacation, and you had agreat, fun-filled time, you may become so overwhelmed withpictures, you kind of shrug, maybe grin, then say something inane like, "I had a real good time." But if I can get you to talking about that vacation, thepictures will roll out in front of you one by one, and youlldescribe them in grand detail. Swimming in the ice cold stream. How that sudden thunder shower forced you to dash for cover. About the campfires, and the very long tales shared over thecoals. And that bear. That for sure is something youllremember! Now if I ask what your three favorite websites are, whatsgoing to happen? Are you likely to rattle off the URLs? Or willyou first remember the image of the site, then maybe plug in thatURL? For most, its the latter. Because we think, and remember,in pictures.The Image Of Your Website Must Be Memorable To the degree possible, you want the image of your site toremain as clear in your visitors mind as that ice cold stream,that sudden thunder shower, the campfires, and that bear. Three elements need to be blended with precisely the propermix to make this happen. 1) The headline and subheadings must bring a quick answerto your visitors question: Whats in this for me? And, ofcourse, they must demonstrate, almost in a glance, that there isin fact something here of great value to them. To the degreethese collective elements create a positive mental image of youroffer, they contribute powerfully to your site. 2) The body copy under each subheading must also draw agreat picture. In this case, a "picture" of benefits to thevisitor. Seek to create an image for your visitor in which he orshe can see themselves enjoying this benefit. 3) The art work is secondary to the above, but absolutelycritical. All must enhance the presentation, but in a quiet,non-intrusive manner. Bold images fail because they have athrust, a push, unappealing to most. Soften these elements. Blend them into a simple, attractive, pleasant, and supportivebackground. Let the art work complete the task of creating amemorable image of the site.Sell With Images Drawn With Words We must picture ourselves experiencing the benefits of aproduct before buying it. Theres nothing new in this. Copywriters have known it for years. We need to listen to thesepeople, and study their work with care. If we are selling tickets to Tahiti, we do not attempt to doso directly. First we show our reader, a man in this case, thebeautiful beaches, with nicely tanned people cavorting about andhaving a grand time. And, of course, the hula dancers for whichthe island is famous. We show our prospect what he will feel onthis beach under the tropical sun, with the drink of his choicein hand, and a lovely woman close by. Only when we are certain he has this picture clearly in mind,do we begin leading gently toward a sale. Maybe: We can to get you on a plane, into a great hotel, then out onto that beach in just a few short hours. Then maybe: Isnt it time you did something for yourself? Or maybe just for the heck of it?By Contrast, ... Picture a site that slaps you the face with images up topwhich are slow to load. As to our needs, the comments arelimited to, "Were the best," "Cheapest rates," and so forth. All followed by a confusing, jumbled array of options that arevirtually unintelligible at least at first glace. And maybelater as well. Which site will you chose to work with? Which site will you remember?Pictures Matter Not graphics. Thats not what I mean at all. What mattersis the pictures you are able to create in your visitors mind. And thats pretty much all that does matter. I continue to be awed at how delicious those hamburgers fromJack In The Box look in the TV commercials, particularly afterjust finishing a great dinner. And only $0.99? Wow. Where do I sign up? Problem is, I tried one once. Spoils the image for me, thats for sure. I love the idea behind, "Sell the sizzle, not the steak." But underneath it all, youll do better if theres a great steak.

About the Author

Bob McElwain Want to build a winning site? Improve one you already have? Fix one thats busted? Get ANSWERS. Subscribe to "STAT News" now! mailto:join-stat@lyris.dundee.net Web marketing and consulting since 1993 Site: Phone: 209-742-6349