I’m a fan of WIRED. It’s about technology, mostly, but they often include features about the intersection of technology, design, entertainment, economics, business, etc. So technology is their “lens” for looking at the world. While finishing my lunch today, this makeover caught my eye.
Click on the picture to make it bigger.
Now ask yourself: how interesting would this story be without the text?
Not very.
And yet, this is exactly how many businesses in the industry present their work — online and in printed sales tools. Pictures. No text. No captions. No context. NO STORY! Are we lazy? Bad writers? Too busy?
Action Item: Instead of just showing before and after pictures. Include descriptions and captions that point out interesting aspects of the project. Do this on your website and other sales tools. Don’t assume people know what they are looking at, or why the work is special. Tell ALL your story, not just part of it.
Filed under: branding, tips and ideas
