5 Tips For Creating Highly Visual, Attention-Grabbing Sales Assets
In today’s busy workplace, prospects don’t want to read really long documents. Potential customers (and people in general) just don’t have the time or attention to pore through a 5,000-word whitepaper.
That means sales reps (including B2B reps) who create sales assets must find a way to very quickly convey much-needed information. They have just a few seconds in some cases to grab their prospects’ attention. The key to working with this collective attention deficiency is to use visuals. It only takes a moment to see a picture, which is worth — as the saying goes — a thousand words.
Here are several tips on how to create visual sales assets, allowing you to quickly catch the attention of prospects.
1) Think of visuals like you would a sales funnel: The whole point of using visuals is to communicate what you want to say without saying it, at least initially. Using visuals is a great way to get your readers hooked on your concept long enough to navigate the remainder of your article, blog or email. It’s not about communicating your entire story with your picture; it’s about making the reader stop long enough to move forward. Think of it as an incremental path. Grab the attention and move the prospect down the funnel a little bit further. Always ask yourself: “What’s the next incremental step I should take?” Before you know it, you have 30 seconds of extra time, and maybe even more.
2) Start with images: The top of your funnel, as mentioned above, begins with an image. Always look for unique and powerful images. Stay away from cartoon pictures, which tend to be less effective. Stock images are fine, as long as they’re powerful. Here are the top three most effective forms of imagery.
- Charts and graphs: These are the most powerful attention-grabbers for B2B sales. They communicate the most information in the least amount of time. Infographics are great if you have them. The only problem is that sales reps don’t always have access to unique, custom-made graphics. But if you do, be sure to use them.
- Photos: Pictures are helpful because they’re instantaneous. However, they tend to be less effective for B2B efforts because they don’t convey as much information as charts.
- Videos: While people love to watch videos online, they take more time to ingest than a photo. Videos are better suited for lower in your sales funnel, unless they have a thumbnail image that’s powerful.
3) Craft an interesting headline: Once you’ve grabbed a prospect’s attention with an image, the next step is to hold onto that attention a little bit longer. If your headline is captivating, they’ll want to know more. In particular, people love headlines with numbers, such as “10 ways to impress your boss” or “5 best sales prospecting videos of all-time.”
4) Use numbers or bullets in the copy: Break down the content into bite-sized chunks. Numbers or bullets provide design elements that give readers an additional entry point to the information.
5) Use the right colors: Color is powerful, especially for call to action buttons. A lot of color is about contrast, not the specifics of the color. If your page is orange, don’t use orange CTA buttons; pick something different.
The Tellwise Nutshell (TTN): So much of what we do now in terms of driving sales correlates back to one question: “Are you able to drive attention in everything that you’re doing?” Your ability to quickly grab someone’s attention and hold it is critical for success. When building sales assets, you must create an idea and communicate it with the least amount of effort required by the receiver. Always assume that your reader is extraordinarily busy and that you have only a few seconds to grab their attention.
For more tips on creating great sales assets, check out the Tellwise Tipsheet.