Is a picture worth 1000 words?

One of most repeated cliches in the world of presentations and communication is “A picture is worth a 1000 words”.

Now that is a principle that we keep in mind as we design  - but the problem with pictures is that they have a lot of meaning than what you may have thought of.

Just putting a relevant picture, hoping that the audience will understand it  - is a dangerous game (because it may lead to confusion and thus no-transfer of information). Each individual and group is different and they view pictures with their perceptions (which they gained over a period of time). Well, we can definitely explain the picture when the same is shown in a presentation, but if the audience starts thinking of something else when they viewed the picture, you have indeed lost them for some-time (if not for the entire presentation)

So is using pictures (or visuals) not recommended?

Definitely not! I am a visual thinker and admire the power of visuals – but alone visuals do not have the power that many assume they do. What is powerful is VISUAL LANGUAGE !

It is an integrated communication, composed of text, visuals and shapes that is very effective in transfer of information across boundaries.  No wonder, it is emerging as the new international auxiliary language.

Boeing relied on visual language heavily when they created their 787, because the plans and blueprints were shared by teams in 27 different countries, who worked simultaneously to produce the masterpiece – Boeing 787.

For example, improvements in human performance from 23 to 89% have been obtained by using integrated visual-verbal “stand- alone” diagrams. In this case, “stand-alone” diagrams refer to diagrams that have all of the verbal elements necessary for complete understanding without reading text elsewhere in a document. (Chandler and Sweller, 1991; Mayer 2001, Horton, 1991)

This makes visual language the right medium of communication to add value and support your communication in every sector of industry. The uses become more and more as we apply creativity to this new language.

Allow us to help you create communication using Visual Language and Storytelling

Visual Selling

Selling began when human become ‘humans’ and it will continue, though adapting to the different theories and behaviors of people.

The stuff I am about to talk about is having a visual dialogue with a potential customer.

The other day, a sales person came home to enlighten us about an offering they have in the water-purification business – and after a display of great brochures, testimonials, demo – the push slowly began to gain momentum (with freebies thrown in for immediate closure), until I was all ready to push him out. And that is when I took out a sheet of paper and sat down next to him…

1. I first sketched my present scenario

2. Then I expressed my desire for other alternatives

…these two combined established my Need

Immediately he began to pounce and offer his product(s) as THE solution. I stopped him and led us through a process of ‘establishing possible solutions’

3. So I sketched out possible solutions – some from my mind, some after quizzing him with the right questions.

4. So we now had the Need and some of the Possible Solutions (from our limited knowledge)

By now he had sobered a bit (the selling spirit and bonus intoxication had died down)

5. Then I asked him as to where his solution fit in and slowly the truth filtered out.

You see, they have great products for water purification, but there should be a certain quality of the water being inputted for the product to be effective and second – there are more than one way to measure the quality of the water output.

So things became very clear, because now both of us could see the whole picture and I decided to stick on to my Bisleri.

But the story does not end there – because a neighbor happened to walk in, since he heard a ‘water’ guy was at our place and wanted some information. And the first thing that caught his eye was our simple sketch process – and all the other ‘meaningfully-crafted’ brochures and ‘sweet tit-bit’ offers simply took a back-seat.

The sales person looked at me (didn’t know eyes can become daggers, when the face is actually smiling) and then at him and said, “Sir, that is only for him”. My neighbor replied, after glancing through the sketch that ‘my need perfectly matches his’. So the saIes guy began to explain the whole process to him and well, he was very happy – he wanted to buy a unit which can provide purified water for cooking and the proposed output of water quality suited him very well and you know what – he decided to buy it.

But before he walked out, he said, “Never have I seen anyone explain the sales process so well and to show all possible solutions, even-though only one solution leads to buying this product. Indeed it is rare to meet such truthful companies. I will spread the word around”

Welcome to the world of Visual Selling – a process where your sales people are trained to capture present situations and scenarios, dig out the need and present the possible solutions – then lead the potential customer to the solution they have to offer and only then explain the benefits, offer the tit-bits if any and then finally show how this solution solves the need and creates a better tomorrow for the customer.

Then of course, ask for the sale and even if it is a negative answer, you will still have a potential customer who gained some honest understanding and could be the ‘word-of-mouth’ spokesperson for your solution.

(I for one, will most willingly buy this product without a second thought, for this is one of my best solution after I do a few changes in my water procurement and have even suggested this product to few others)

Today’s customer (at-least the urban one) is a googler – and they are bound to check around for solutions, answers and even reviews about your product – from sites or connections. Imagine if they discover better alternatives after the sale is done or come to know that this product will not totally deliver the ‘dreamed-of’ result, then you are going to have one angry- dissatisfied customer! Rather, being open in today’s web world gives you the needed credibility to create loyal customers who will spread the word.

Also sketching live captures the attention of the customer and even enables him to add-on to the sketch, resulting in a co-created diagram that explains things very clearly. While in B2C the sales person needs to understand the customer before he starts a visual sketch, in B2B you come in with a certain understanding of the client. Visual Selling opens the meeting room into an interactive dialogue space with visuals (co-created) capturing the essence of the whole process – a much better alternative to PowerPoint slides, which can only show – not interact!

We at StoryPreso can help you create such visual selling patterns and also train your team in this Visual Selling skill.

Graphic Recording tablet trial

After a client challenged me in doing graphic recording on tablet and producing a sketch like RSA; I decided to give it a trial run.

Of course, I am not a fine arts person, but I do think visually and explain visually – so look out for the concept not great sketches like the RSA!

Environment with cartoons

Today, I was checking on the TED talk by Jim Toomey and was simply amazed at how wonderfully he sketched his sea creatures live. Also his passion for educating the world about the ‘sea-world’ is wonderful and commendable.

Do check out his talk at TED and enjoy his amazing sketching talent with passion for the sea-world.