Know-How Exchange : Advertising/PR

You have a montage of three images - each of which ought to have prominence. On first sight I couldn't focus on one thing. My suggestion would be to split-test to see which one resonates with your audience and use that.

If you still want to use the three images, make sure that the other two (the ones your audience don't like so much) are softened/out of focus/de-emphasized. That way the ideas are still there but not so imposing.

Last thought: your reference is too long. Just have "his passion for what he does evident, and his knowledge and experience presented in a way that the layman could understand" - in the same size area, you will have letters much bigger and way easier to read. Plus it is the bit that stands out to me as being what you do.

It's not always easy to visualize what something would look like until you see it, but my knee-jerk reaction is that you could lose the "before" image (i.e., the woman on the phone with a problem) and still have a strong story -- maybe even stronger because there would be less to think about.

When someone sees that negative "before" image, it's hard to NOT recall it when they think about the subject. Even though it's relatively small, it evokes a strong emotional reaction (of sympathy for her problem). If you only had the happy customer, it's possible people would remember that instead and get the message that you deliver happy customers.

I'd at least test the simpler version (without the "before" image) to see if it does a better job of communicating the benefit you really want to register -- happy/satisfied customers.

I've faced this kind of issue with several clients -- to show the problem/solution or just the solution -- and in almost every case the "solution" approach was more effective at communicating the benefit. It's hard for people to get that "problem" out of their heads once they've seen the visualization, and they end up associating it with you, rather than giving you high marks for solving their problem and making them happy. (It's a mini-version of "vampire video," where the picture communicates such a strong emotion that it sucks attention away from everything else you're trying to communicate.)

I agree with Michael & Moriarty. Having all the pictures would be useful if you're telling a story. But the images are competing, and therefore confusing. Simpler, more emotional images are better.