Picture Words

Understand Your Buyer > How To Get Attention > Picture Words

 

What is it?

If you want to capture the attention of your buyer, then using imagery is an effective way to do it. In this example we can swap a word or multiple words in a sentence to get our message across.

 

Why does it work?

It works for two reasons:

1 – The Bizarreness Effect – Seeing a stack of bacon and some words next to it is a curious thing that stands out. It certainly has more impact than simply using the word “Bacon”.

2 – Semiotics – A picture paints 1000 words, images can not only help to make your point, but can also improve recall.

 

How can you use it?

This is best used in visual advertising where you have enough space for the words and images to breathe. Whilst you can use a single image or multiple images in the sentence you have to remember that however creative you think you are, it’s important that anyone reading the picture words can understand the point.

 

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Picture Words

When you need to be memorable and visual, fast.

A Picture Word is a simple but powerful visual sales technique where an image is used in place of a letter within a word. It’s a creative and memorable way to catch attention, spark curiosity, and visually reinforce the message you’re trying to communicate.

At its core, the Picture Word technique is about replacing one or more letters in a word with an image that still allows the word to be understood at a glance. The result? A quick, visual way to stand out and drive home a concept—especially useful in crowded, competitive marketplaces where attention spans are short and first impressions matter.

Why use Picture Words?

In a world where your audience is bombarded with messages, you need every edge you can get. Picture Words give you that edge. They are visually engaging, emotionally resonant, and mentally sticky. Because the brain processes images faster than words, Picture Words tap into that natural processing advantage and deliver your message faster—and in a way that’s more likely to be remembered.

Used correctly, a Picture Word becomes a form of branding in itself. It makes your message more than just readable—it makes it recognisable. It’s perfect for campaign headlines, straplines, brand names, or any time you want to stop someone scrolling and start them thinking.

Real-world examples

Here are some examples of Picture Words in action:

  • L❤️VE – A classic example where a heart replaces the “O” in love. It’s instantly recognisable, emotionally charged, and visually striking.

  • 🔑IDEA – Using a key instead of the “K” in “Key Idea” to highlight the importance of unlocking a new way of thinking.

  • GR💡WTH – A lightbulb replacing the “O” in “Growth,” suggesting innovation or a bright idea driving progress.

You’ve likely seen Picture Words in advertising, social media posts, presentations, and even street signs. They work in any context where clarity, speed, and memorability are vital.

How do Picture Words help your sales message?

Picture Words enhance your message in three key ways:

  1. They capture attention. Visual content grabs more eyeballs than plain text. Using images in a smart, purposeful way makes your words jump off the page.

  2. They create a visual anchor. This makes your message easier to recall later, improving brand recall and message retention.

  3. They simplify complex ideas. Sometimes one image can communicate a whole concept. Replacing a single letter with a symbol can shortcut the time it takes for your audience to ‘get it.’

When attention is low and competition is high, Picture Words help you win the battle for mental real estate.

Picture Words vs other techniques

We often pair Picture Words with other Clear Sales Message™ tools like Matryoshka Words (words within words) or Number Letters (swapping words for numerals that sound the same, like GR8). Each tool serves a different purpose, but Picture Words are especially effective when speed and memorability are your priority.

When to use Picture Words

Picture Words are perfect for:

  • Campaigns that need to pop on social media

  • Slide decks or presentations that need a visual boost

  • Headlines that need to be memorable fast

  • Brand or product names looking for visual identity

  • Any situation where attention is the currency