Getting a prospect’s attention is tough enough, but let’s say you are able to break through. Now that you have their attention, can you keep it?
Think your prospect will read four pages of copy to learn how you are different? Think again.
We live in a sound-bite culture where scanning—not reading—is the norm.
Sure, you can use Flash and other multimedia tools to help you get your point across, but not all users will be able to view it on all platforms.
That’s why I’m a fan of good-old-fashioned illustration.
The best example I’ve seen using illustration to describe a complex idea is for Google Chrome, a new browser Google will offer in beta today.
Google created an online comic book featuring the project’s developers.
I had no idea this was a comic book when I started reading it, but 38 pages later, I had powered through the entire thing. More importantly, I believe I now have a strong understanding of the major technical differences this browser will offer.
Notice I said “technical” differences. This was done so well, even a guy with limited technical knowledge like yours truly got it. If this is as good as it looks, Google will have another hit on its hands.
The next time you have a complex idea you want to communicate, consider illustration.
If done well, it will help you get—and keep—your audience’s attention.
Have you seen illustration used to make something complex easier to digest?
Comment below to share.