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Now that I have your attention, I'd like to discuss the importance of enticing viewers to click on your content (from opening emails to clicking on your ads and everything in between) by putting a little something special in your headlines or images.
Barring the argument that it borders on the old "bait and switch" routine - there are techniques that you can use that will get you clicks and achieve the search or content gratification that viewers so desperately seek.
Rule 1) Be cautious of the misalignment of your headlines and images with the actual intent of your article or content. I think my headline in this case gets away with it because it was an obvious tongue and cheek way of illustrating a point. I say "cautious" rather than "avoid completely" because there are instances were companies have gotten away with it. For example, some months ago, a popular humor website ran a Facebook ad with the purpose of gathering Facebook fans. The content of the site itself was sports related. The image they used in the Facebook ad was a cute kitten. Boom. They received 10,000 fans in just a handful of days.
Particularly in the case of choosing images for PPC ads or banner ads, its exactly the same rationale behind why storefront owners venture to put a crazy, waving arm tubular man (that's the actual name of that product...seriously) in front of their stores. It GRABS the eye, and gets the attention of the viewer (the driver, the reader, the web surfer). Once they're turned your way, then you have a few precious seconds to hook them on your intent. Think out of the box...but again...be cautious.
Rule 2) Once you've gotten their attention, make sure you explain the connection in some way between what grabbed their attention and what your intent is. Don't belabor the point, but provide at least a nod to your decision making process. Or you could easily anger your audience. Or worse...drive a large quantity of unqualified, uninterested customers to your website. After all, a mattress company can get a bunch of people in their store by offering free ice cream...but how many of those ice cream lovers were in the market for better sleeping arrangements? Exactly. Don't rely on chance. Make it make sense, because you want your customers reaching for their wallets, not scratching their heads.
Rule 3) Crude, Rude, and Controversial can get you a lot of response...but so can wearing a pink chicken suit running down main street. My advice would be - your company, brand, services, and products can't afford to play with that kind of fire.
Rule 4) There are exceptions to every rule. (See Godaddy for the perfect example. What do attractive race car drivers and exercise professionals have to do with URLs and web hosting? No idea. But obviously...people don't care.)
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