Luxury Real Estate Marketing Tip: Keep Your Message Brief
As a luxury real estate marketing professional it is important to communicate who you are and what you do with words and imagery. Your collateral materials and web site should articulate the essence of your brand in a nanosecond.
We often attribute the quote of “A picture is worth a 1000 words” to Confucius. However, research shows that this attribution to Confucius was given by an advertiser named Fred Barnard who said he called it a Chinese proverb, so that people would take it seriously”. As time went on, Confucius was credited with this adage. Mr. Barnard promoted the use of images on the sides of streetcars as part of an advertisement. His sentence was “One Look is Worth a Thousand Words (1921 trade journal, Printer’s Ink.) In another ad in 1927, Mr. Barnard used the phrase, “One Picture is Worth Ten Thousand Words”
More research reveals that in the novel Fathers and Sons written in 1862, the Russian writer Ivan Turgenev wrote, “A picture shows me at a glance what it takes dozens of pages of a book to expound.”
Here is an example of a picture is worth a thousand words. The entrance to the small 6 acre Dog and Oyster Vineyard in Virginia is flanked by two corkscrew sculptures each measuring 40 feet. There are no signs needed to express what is happening here.
So keep your message brief, your pictures bright and expressive so you don’t need 1000 or 10,000 words to say it.
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