Use a caption under every photo you use in your advertising. They eye is drawn to a picture, and the area under a picture is one of the most read pieces of copy on the page. I like to make the caption interesting.
Instead of “Thomas Fox, President, Tech Experts” I might use “Tom Fox, Small Business Support Guru and President of Tech Experts.”
Try to make your photo(s) tie into the headline and copy. For highest response, always use people rather than objects in your pictures. And if you can work it in somehow, pictures of children are big attention-getters. I’ve also had a lot of success using my dogs.
In photos of people, make sure they’re looking directly into the camera. Eye contact with the reader is a good involvement strategy.
Crop your photos, especially if you took them yourself, or a client provided them. Cut out space over head or to the sides, that isn’t integral to the subject matter. No one wants to see a picture where the top half is the sky.
Remember, a picture is worth a thousand words!