Images can be a powerful way to engage with your audience. They can engage emotionally as you would say a beautiful smile, or they can engage intellectually as you would say a fascinating fact about photography.
What’s the most important thing about creating images that work well with text?
Whether you’re a photographer, designer, or copywriter, you need to have an answer to this question. It could determine how you choose your words, the way you design your images, and even the way you approach a business.
The Importance of Clarity
Let’s start with the most basic guideline of all: clarity. Clarity in language, meaning, and delivery. Clarity in the form of a written proposal or pitch that makes sense. Clarity in the way the images work together. Clarity in the way the copy is structured and easy to understand.
In other words, the reader should be able to understand what is being said without any problems. Poorly written or poorly conceived copy will most certainly hinder your efforts to create high-quality images. You can have the best photographer in the world, but if the copy is confusing, it will hinder your ability to communicate effectively with your audience.
The Importance Of Craftsmanship
Even the most skilled photographers can have a difficult time knowing how to properly frame a shot when composing a shot list. If you’re looking to create a visually stunning piece, it might be difficult to achieve without a little bit of help from the copywriting team. Craftsmanship is about using the right words in the right order to make sure that everything you say is precise and to the point.
Let’s say, for example, that you are a photographer who specializes in landscapes. You have a client who wants to promote a new restaurant. But the client has no experience in copywriting. So, you hire a writer to help you craft the perfect pitch for the restaurant.
As a photographer, you want to compose a series of images that will pop against the white background of the paper.
In the pitch, you would want to use words such as ‘pop’, ‘crisp’, and ‘zoom’, among others. You want the reader to experience the pop, crisp, and zoom of a high-quality photograph. In other words, you want to make sure that the copy is as precise and creative as the images you have prepared. If the images are artistic, it might be difficult to describe how you intend on using them in a pitch. Especially since copywriting is all about using words to create an understanding of your intended audience. So, to ensure that everything is cohesive and easy to follow, you need to hire a copywriter who is as experienced as you are when it comes to art and photography.
The Importance Of Research
Above all else, you need to make sure that your copy is supported by real world research. If you’re not sure what a potential client wants or needs, it’s usually a good idea to ask around. Word of mouth is one of the most effective ways of generating leads, so if you want to bring in new business, you need to make sure that your marketing efforts are generating real results. The last thing you want to do is invest heavily in a marketing campaign only to find out that no one is actually reading the copy you wrote.
To determine how effective your research was, you can use a tool like Google Trends to track interest over time. Interest peaks indicate that there is high demand for your product or service at that time. Areas of interest generally fall as interest fades. This means that the demand for your product or service is relatively constant over time. However, some products or services have spiked in interest several times over the years, demonstrating that there is always high interest in these products.
The Importance Of Style
Images can be a powerful form of communication, but they can also hinder your ability to get your point across. Take a look at the below example from Red Ventures. While their main goal was to attract new customers, the way they worded their copy was unintentionally humorous.
“We’re essentially a full service digital marketing agency. So, if you’re looking for a one-stop shop for all your web or social media needs, you’ve come to the right place.”
Whether you’re intentionally trying to be funny or not, copywriting for images should never be random.
Instead, you should take some time to think about the “style” of your copy. Some copywriters like to write in a colloquial manner, while others prefer to write in a more formal manner.
As a photographer, you might want to write a pitch that is very formal. You can use a tool like Hemingway App to track the style of your copy. This will then help you choose the right words and the right order. You don’t want to end up using filler words like “and” and “the” throughout your body of work. These are usually words that signify a lack of creativity.
The Importance Of A Creative Process
Above all else, you need to make sure that your creative process is intact. Sometimes, creative processes can feel chaotic, and that’s probably because they are. If you’re looking to write a pitch, it’s usually a good idea to take some time to think everything through. Instead of jumping into writing the first thing that comes to mind, take a moment to put yourself in your audience’s shoes. What does this copy mean? What are they supposed to do? How does it make them feel?
For example, if you’re writing a pitch for an art gallery, you might want to consider the types of art your audience is most likely to enjoy. If your goal is to attract a certain audience, you might want to consider what will make them interested in your work. In general, it’s a good idea to try and put yourself in your audience’s shoes when brainstorming ideas for a pitch. If you can do this, you can be sure that you’ll write something that will connect with your audience.
This takes a little bit of practice, but it’s worth it in the end. If you can answer these questions, you’ll be able to write effective copy for any type of image-based business, no matter your expertise. If you found this article valuable, you might want to check out our guide to becoming a copywriter or consider applying for our copywriting specialist role. We’d be happy to help you find your place in the world of copywriting.