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.
