Sales and Marketing studies have shown that the majority of people will first read the headline, followed by an image (or illustration), then the caption, then the body copy.
That’s why you should always insert a caption under every photo or picture you include in your sales product flyer or business brochure.
It has also been proven that captions which pull in the highest number of sales are ones that make a strong selling point. For example, let’s imagine you’re advertising a particular brand of facial cleanser. If your product helps consumers effectively remove blackheads and achieve better-looking skin faster than other brands, you could have a photo of an attractive model who has radiant complexion and include a before-and-after comparison of the amount of blackheads on the model’s nose.
To complete the photo, you might include an italicized caption in your sales ad that reads, “The ABC marvel gel helps you remove blackheads fast and achieve noticeably brighter skin after just 1 wash!” I personally recommend you to put your sales caption in italics because it makes it stand out from the rest of the copy around it.
In a nutshell, always remember to make your caption highlight the main selling benefit you’re trying to get across!
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