Why Words Matter in an Age of Imagery and Video

Last week, I received another one of those “expert” advice articles about marketing that made me want to punch my computer monitor.

I landed upon this article through an email from a chamber of commerce. It was a list post about common mistakes people make on their websites.

Fine. A relevant topic, especially when you look at and attempt to make sense of the average business website.

There were some valuable tips. Nothing earth-shattering, but good, basic tips that many businesses overlook, like choosing the right typography, using enough white space, and getting rid of auto-play audio, video or animation.

But there was one portion of the article that really stuck in my craw:

Face it: no one reads your stuff. It’s a fact that you’re going to have to deal with. Frankly, I am surprised you’re reading this article. People are visual animals. You’re going to have to include graphics, photos, information graphics, logos, etc.

Nobody reads, huh? I have to be visual? Got any data to back that up?

Actually, yes, people do read stuff that’s worth reading. And, no, you don’t have to be visual just because Instagram, Pinterest and infographics are all the rage.

I appreciate a sarcastic, blunt tone. I realize that the message may have been somewhat tongue-in-cheek. But it was bad advice, except for the fact that it’s a good idea to have a logo.

At a networking meeting a few weeks ago, members of the group were discussing a project to create a website that would promote all of our services. We were discussing what approaches to take with each business’s individual page.

One member said that nobody reads content. They all want video. Then this person looked at me and said, “Sorry, Scott. It’s true.”

I maintained my composure in front of the group, gently pointed out that this person was wrong, and thought to myself, “Go ahead and replace all of the text on your website with video and let me know how that works out for you. Jackass.”

There are two important lessons to be learned from these little anecdotes.

I’m a huge believer in having all marketing professionally designed. I understand that good design and powerful visuals help to establish credibility right out of the gates and grab people’s attention.

But it’s the content that keeps their attention and motivates them to dig deeper into your company and its products and services. It moves them closer to the sale.

I understand the social media obsession with rich media, like photos, graphics, video, audio and animation.

But you still need content.

Not everyone wants to sit through a video or podcast. Not everyone processes information visually. Not everyone bases their purchasing decisions on what they see in their social feeds.

It may seem archaic to you trendy hipsters, but some people – many people, actually – prefer to read content. If they don’t read every word, they can easily scan written content for the information that’s most relevant to them. And text happens to be very easy for the Google monster to index.

People who think written content is unnecessary are the same people who’ve been saying since the 1950s that TV would kill radio.

At last count, 93 percent of adults listen to radio every week , compared to 87 percent who watch TV. And the extensive online research that people conduct to make more educated purchasing decisions requires more than pretty pictures and a lame attempt at a viral video.

You need kickass content.

Everybody’s doing it.

I hate that phrase. I hate it as a father whose kids deal with peer pressure, and I hate it as a marketer whose clients and prospects often have a warped view of “the right way” based on what everyone else is doing.

There is no rule that says you have to use video. There is no rule that says you have to be on Facebook. There is no rule that says you have to blog (although I highly recommend it).

The only thing you have to do as a business owner is get your business in front of potential clients and provide people with the information they need to make a decision. Be honest, transparent, authentic, helpful and compelling.

How you execute your strategy and achieve your goals depends on your business, your goals and your audience. Not what everybody else is doing.

Research and sound marketing principles, not industry buzz, the flavor of the week or know-it-all blowhards, should drive your marketing strategy.

Don’t follow the herd. Follow your brain.