Attention Grabber 1: Visual Imagery

Remember that our lower brains (parietal lobes) are involved with grabbing attention. This means that if you want to capture someone’s attention, you actually don’t want them to have to think a lot (which involves the more evolved frontal lobe). You’ve heard that a picture speaks a thousand words, and since you typically don’t have a thousand words when you first come into contact with someone, visual images are crucial. In fact, your visual imagery will attract attention better than any words you use.

Between social media, e-mail marketing, viral videos, and other great technologies for connecting with people, you have many opportunities to grab attention. With most of these technologies, the visual component is primary in determining whether or not someone will be interested enough in you to respond to your e-mail, friend request, and so on.

A 2004 study of 1,363 print advertisement with 3,600 consumers investigated whether a business’s brand, use of pictures, or text best captured attention. The researchers found that the pictorial element was the most effective at attracting the attention of consumers. This finding was true regardless of size, meaning that when comparing a small image versus large words, the small image was more powerful.

Yes, attractiveness is important

Superficial as it may be, we focus on that which we are attracted to. There is a psychology concept called “attentional adhesion,” which means that attention can become fixed on something. A study by Florida State University researchers published as Can’t Take My Eyes off You confirmed that our attention tends to become glued to people who we find attractive. Research conducted by Dustin Wood and Claudia Brumbaugh suggests that there tends to be a greater consensus among men than among women about what they view as physically attractive in the opposite sex. This research on attractiveness and attention does not mean that you need to be a supermodel to attract the attention of others. In fact, if you present yourself with too much sex appeal, people can become stuck on that and fail to consider business opportunities. If, for example, your image on your Web site is too attractive, people may not read your copy or take action. Since you have a very short amount of time to influence someone to take action, you do not want them to spend the narrow window of opportunity looking at your photo.

There are several things you can do, however, to enhance your attractiveness to others.

First, consider the headshot that you use in your marketing materials. In social media marketing, your image will make the first impression. Be sure that your photograph is in excellent focus, that the lighting is strong, and that the colors are vibrant. You can use neutrals if they are consistent with your brand, but even neutrals can be rich and clear in color. Definitely hire a professional photographer (it is less expensive than you may think), and be sure that you are comfortable with the person—if you are not, it will show in the photographs. If finances are an issue, hire a photography student from a local college. Bring at least three tops and two bottoms and (if applicable) do two to three hairstyles. For women, consider professional hair and makeup; it makes a big difference. If you want a more casual, approachable look, or if it goes along with your branding, take your photos outside. For example, one of my clients who owns a yoga studio recently had shots taken in various yoga poses outdoors on her yoga mat. Redo your headshot every couple of years, if you have a major change in your appearance, or if you change your target audience or business positioning. Be sure your headshot looks like you and reflects your personality—show it to friends and family for feedback.

Second, enhance physical appearance with contemporary and flattering hairstyles and clothing. Much of the gestalt or overall impression that we make is not based on our genetic features but on the way in which we present ourselves. Almost all of my clients have felt that they were right on track with their style and dress. When, however, I or an image consultant recommended changes, they experienced a positive impact on the impressions they made. They didn’t see a problem before improvements were recommended. This is why it is important to get second and third opinions from professionals as well as from people whose style matches that of your ideal clients or referral partners. You want your overall look to

• Make you feel confident. Because this will impact your body language, a key component in ratings of attractiveness and positive first impressions.

• Be consistent with your branding and style. One of my clients, an executive coach, had a powerful, down-to-earth, tell-it-like-it-is style about his personality. When he’d go to meet with potential business connections, he wore a suit and appeared uncomfortable. In creating his branding, we adopted a more casual look that was consistent with his personality, communication style, and benefits to clients (he would tell it like it is and not sugarcoat things). As a result, he was more himself and he established closer and more rewarding business relationships.

• Fit your audience. This brings us to the next point …

Third, dress in the way that resonates with your audience. You need to wear what makes you feel most confident and comfortable, but do not neglect to consider your audience. In one study, 200 undergraduate students rated two measures of attraction: how much they would like a stranger and how much they would enjoy working with that person. The results indicated that the more similar students rated the strangers’ style of dress to their own, the higher their ratings in both aspects of attraction.

Fourth, consider the attractiveness of anything that represents you. These are things such as your Web site, your office if you meet with prospects there, your handbag or briefcase, and so on.

Captivate with color

One of the most important aspects to consider in using imagery in your messaging is color. Color naturally evokes emotions (another one of the five attention grabbers). If you want people to feel stimulated and excited, choose colors like red or orange. If you want people to feel calm and relaxed, if you want to create an impression of trust and security, choose cool tones of blues and blue-greens. Yellow-greens evoke cheer and optimism.

Use attractive imagery in your marketing materials. Make sure that your business card, blog, Web site, and social media pages include colors and imagery that are likely to resonate with your target audience. Have a graphic designer create your Twitter background and other social media graphics using your great headshot (discussed above) and other imagery that will grab the attention of your prospective clients and referral partners.

For example, one of my clients runs wellness retreats for corporate women. The imagery she uses in her marketing includes a lot of nature scenes as well as shots of the women from previous retreats gathered together. The message these images convey is about relaxation, connection to nature, connection to others, and connection to oneself. She chose these types of things because these are the things her clients say they are hoping to get out of the retreat. When prospective clients see her marketing materials, they are immediately attracted to her services. They don’t have to think about it. When her referral partners see her materials, they know that their clients would be attracted to her services, and they don’t have to think about who to refer or how to refer them.

What type of imagery best fits you and your audience?

You can also utilize the other attention grabbers in your visual imagery to get a very powerful effect.