RULE 7:
Get visual

RULE #7

Show, don't just tell

Telling stories and putting the audience's needs first isn't just about choosing the right words and messaging

What the content examples shared in previous chapters all have in common is a commitment to high-quality presentation. It's not just the words that are compelling, it's the delivery, and when we're talking about the written word, this means visuals and layouts.The internet is overrun with B2B reports that could quite possible contain significant research, but they are presented so horrendously only the most devoted of readers stay tuned in long enough to know.You could be offering the holy grail of insight, but if it's in a plain, copy-dense PDF with no visuals, good luck with getting people to pay attention. Kill the PDF.

According to Adobe, 38% of people will leave a website if the content or layout is unattractive. Digital content producers can learn a lot from how print uses visuals to please readers.

People following instructions do 323% better with illustrations

W.H. Levie & R. Lentz