Losing the Handshake.

How many times have you seen it — a BTB ad using an image of two people shaking hands?  Too many.  Way too many.  And like a handful of other overused business images, the real problem runs deeper than overexposure.  Marketing images should do several things — but primary among them is to illustrate the core benefit you offer.  And that’s not a handshake.  Images should also make you look; they should be unusual enough, at least when seen with your headline, to grab someone’s attention.  Using the same old default images is just lazy marketing — the kind that does nothing to build your brand or generate sales.