Graphics are All That Matter

I don't know where this myth came from, though I expect that it was generated by someone who didn't like writing copy. As we've seen over the years, there is a tendency for adverts, flyers, web sites etc. to have very little copy. This has reached a point were most adverts consist of a photo and a few words, possibly with the address, phone number and web site at the bottom (see any advert for a bar or restaurant in any glossy magazine).

The end result of this thinking is that most companies pay large amounts to graphic designers and photographers for their logo, images, layout etc. and then quickly write the copy themselves.

It is the same with web sites. People spend thousands on their web site and 30 seconds on writing the copy themselves.

But, what is it that sells? The graphics or the copy? If you take the graphics away you still have a message that sells but if you take the copy away....

Some major companies, such as Coca-Cola, McDonalds etc can get away with an advert that is just a photo or logo as they are that well-known. How did they get that way? By spending billions on marketing that smaller companies just don't have.

Smaller companies need to produce effective marketing that leads directly to business. "Brand building" marketing (were you simply tell people that you exist) is not an option for smaller companies. These businesses need to produce marketing that either:

• Has a strong sales message or
• Gets the customer to do something that starts them on the path to being a sale.

Ultimately, marketing is about getting the intended customer to do something. This may involve getting them to change their attitude first. Both of these can be achieved through effective copy.

Simply put:

The vast majority of companies I see have good or great graphics, but not very much copy. This is what is letting their marketing effort down.