A series of studies (described in Neuromarketing by Roger Dooley) shows that including a photo with your message makes it far more persuasive. Says Dooley: “Even general knowledge claims were enhanced by photos. The statement, “Turtles are deaf,” was judged to be true more often when accompanied by a photo that shows a turtle but in no way demonstrates their hearing ability or lack thereof.”I’m a cute turtle and may be deaf.Photo from TurtlesOHoolihanI’m not advocating misleading use of photos.* But I’ll be the first to endorse Roger’s advice that images make your appeals, news and reports stronger.Follow these guidelines:1. Pick a relevant image and include it!2. Use captions below the photo that reinforce your point – that’s also been shown to improve the effectiveness of images.3. Stay away from stock photos. Says Dooley, they lack authenticity and tend to be general and generic. Specificity works better.Cheese!*Turtles are not deaf, according to my Internet research.