We don’t need any ghosts to scare us today. Hurricane Sandy already took care of that. If you have been following the storm’s story, then you have seen the horror of her destruction and are speechless at the scale and depth of the human tragedy involved. Seeing it on TV, on the internet and in the papers elicits that heart-stopping gasp in us in a way that words alone just don’t.
Which leads me to the (far less dramatic, but useful) subject of infographics. Infograghics are becoming popular visual tools for marketers to capture the attention of audiences. They are visuals that break down information into bite-sized visual chunks, which makes it easier to “get” what the communicator is saying. They lend themselves nicely to explaining what a company does and are memorable because of their visual component. (We remember nearly twice as much of what we see and read vs. what we just read.)
My Halloween treat to you is this link to http://infographicaday.com for infographic examples and additional relevant information. An infographic may be just what you need to sell your services more effectively to your clients.
Is This Contrary to “Words Matter?”
No. To me, “Words Matter” in business means two things.
First is how you use language to connect with people. An example would be how you phrase a difficult question: “Are you the decision-maker?” vs. “Every firm has a different process for decision-making. How is that handled here?” The first is almost offensive. The second is non-pressuring, very-matter-of-fact and more likely to get a more truthful response.
Second is how you use visual language to make people see a point. An example would be, “This is a good growth stock.” Vs. “This is a good growth stock. Think the next Apple.” The associations with Apple make the argument to invest in the stock far more attractive because we have positive and emotional associations with Apple.
Words matter on a macro level when they determine how people “see” themselves doing business with you. Words matter on a micro level when they help people “see,” react to, and remember your specific points.
When you add actual visuals to your words, you are playing to that need for people to “see” what you are saying. Infographics help you do that.
I am pleased to report that my Letter illustrating how visual language (metaphors and analogies) trumps story-telling appears in today’s Wall Street Journal. (It’s the 2nd one)
Want your clients to instantly “see” the value of what you are selling? Contact me today to learn how. amiller@annemiller.com or 212 876 1875