They Say A Picture is Worth 1,000 Words

by Donna Vassallo, MarketingWorks NY

But It Tells a Better Story With A Caption

Even a copywriter like me can understand the power of visual images in marketing. After all, a picture is worth a thousand words. But far too often, clients display stunning photographs of their work without captions. Why would you want to make readers guess at what they’re looking at?

A short caption explains not only WHAT the reader sees but WHY it’s important. This is especially true for designers, general contractors, event planners, architects … anyone for whom great visual images can really help make the sale.

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For example, the photo above is of an ivy-covered patio, but you have no idea where it is or why I’m showing it to you. The photo below has a caption that explains it’s a cute B&B in Epernay, France with a great location and a reasonable rate that includes both breakfast and parking.

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I’m pretty sure the photo with the caption held your attention longer, and perhaps piqued your interest in the B&B or maybe a trip to France.

A well-written caption can educate the reader, entice them to peruse the accompanying text, and motivate them to take action—whether it’s to learn more, buy a product, sign up for a newsletter, or donate to a worthy cause. They’re also a great way to show off your expertise for any design-related company. Never underestimate the power of “Before” and “After” photos!

And don’t limit captions to just photographs. Add them to charts and graphs to explain the results of tests and surveys in easy-to-understand terms. Otherwise, they’re just squiggly lines and colorful shapes with no real meaning to your readers.

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