Have a new product or service that needs a little bit of explanation before people will buy it? Then consider using some well placed charts or graphs to help your prospects quickly grasp unfamiliar concepts. Let me explain---

While working on another project, I have come across some interesting research that showed that readers who are exposed to unfamiliar or conceptual type information were able to more accurately recall it when they received it in a graphic format rather than from straight text alone. When both text and graphics were used together, the rate of retention was even higher.

What does this mean for direct response marketers like us? A couple of things--- First it underscores a potential area for significant copy improvement. For example, are there any parts of your sales copy that bogs down in explaining benefits based on numbers? These are areas that many readers will tend to skip over--- not a good thing! Consider reviewing your copy for portions that can be replaced with a simple line graph or bar chart to increase impact. This will allow you to strengthen your message by simplifying complex concepts.

On a past assignment, I wrote some brochure copy for a client who made converter kits for gasoline engines that allowed fleet vehicles to run on natural gas. Rather than list lots of related technical data, we created three simple and colorful graphs showing how the refitted engines performed vs. the older gasoline models. The key differences were immediately evident at a glance. Decision makers got the point right away. After all, they were the ones who signed the purchase orders!

If your data doesn't lend itself to being graphed, why not consider charting it? I like before and after charts that show how the prospect is better off after using your product or service. Basically, what we want to do is not just tell them, but SHOW them as well. It's OK to use charts to list features versus and older model or the competition, but remember not to get sidetracked by selling just features rather than benefits.

Secondly, captions (explanatory words under illustrations, pictures or graphs) are some of the most read copy on any page. It would stand to reason then that if you add graphs, then you can add captions below them summarizing the benefits illustrated by the graph. This allows you to reinforce key benefits more than once on the page without relying on everyday text repetition.

Here is something important. I'm going to implore you to resist using charts and graphs to explain HOW things work. It's not important at this point. What you want to do is move people closer to buying what you are selling. Stick to showing the benefits (and touching them emotionally) and you'll sell more.

Don't have numeric concepts to explain? Then use a photo of a satisfied customer using your product or service in such a way as to show the benefits. If I was selling car wax, I'd be showing a photo of a very shiny car with the owner standing back and admiring their work! And the caption under that photograph would summarize key benefits.