The secret to creating persuasive image content?
What’s the secret to creating persuasive image content?
Apply h.e.a.t. :)
When I worked for the talk show, Maury, the objective of every segment created was to create a compelling story that kept people’s eyeballs tuned in and watching until the very end.
We wanted to produce an opportunity for them to buy and become emotionally invested in the outcome for the segment.
It was referred to as heat.
Where’s the heat in this story? How can we amp up the heat in this segment? When should we reveal the secret to spark the heat? How can we add another layer of heat into this story?
Depending on how much heat was generated during each segment, that’s what determined where it was slated to run in that individual episode’s timeline. It wasn’t a live show, so segments were moved around and re-ordered from episode-to-episode in the editing rooms.
Tons of heat? Towards the beginning.
Eh, not that much? Towards the end.
None at all?
That segment would most likely never make the air and would have to be replaced.
And this same approach can be applied to your image content.
What exactly does it mean when a photo has H.E.A.T?
H - Honest
The photo offers a candid look into an aspect of your day-to-day life
Your facial expression and body language conveys aspects of your personality
It’s not a staged photo with all these extra bells and whistles that isn’t part of your day-to-day life - you’re simply being yourself in front of camera
E - Engaging
The activity revealed in the photo - working, hobbies, family, etc. - inspire a reaction from your audience by being relatable to their lives in some way, shape or form
This photo offers them an entry point into your life and an opportunity to comment, like and share your post in order to start a conversation with you
A - Artistic
The photo creatively leverages composition, lighting, angles, timing and perspective in a way that draws all of the attention in the picture to you, your expression and body language
The photo transforms mundane activities - typing on a laptop, brainstorming ideas, researching on a phone, etc. - into jaw dropping, “eye candy” moments that visually punctuates the sentiment of the story complementing that image
T - Transformational
The photo invites your audience to envision you as the solution to their problems by providing them a preview of what the experience is like working with you, whether in-person or on a screen
The more these qualities present themselves in your photo, the more H.E.AT. it conveys to attract your audience’s attention.
As a result, these photos are more likely to inspire your audience to stop the scroll, read the story connected to the image, and follow through on the call-to-action at the end of that story.
Additionally, these types of photos help create distinction from other experts in your space simply by sharing an accurate assessment of who you are, who you serve, what problems you solve, and why you do what you do.
Look through your current image content portfolio and determine which ones have more H.E.A.T. than the others and put them into a separate folder. These images are the ones that will spark curiosity, interest, and ultimately lead to starting conversations with those who need your help the most.
Not sure where to begin?
Don’t feel like your current crop of photos have any heat?
I can help you with that.
While my schedule is limited for in-person, branded lifestyle portrait sessions, I do have space for 3 sessions over the next 30 days.
Set up a time to chat with me and let’s see if we're a fit to work together.