Stop asking your audience to use their imagination (it’s hurting your copy)
As a content writer, I see people making the same mistakes all the time. Lately, one that keeps cropping up is asking readers to "imagine this" or "picture that".
If you’re guilty of this, I understand what you’re trying to do - it’s an attempt to set the scene and pull your audience into a story or a feeling.
But here’s the issue: the moment you ask them to use their imagination, you’ve asked too much. You might not realise it, but with two words you’re putting up a barrier instead of inviting them into your world.
When you rely on “imagine this”, you shift the work onto your readers. Instead of being transported, they’re left with the job of filling in the gaps, and that’s where the connection can falter. The reality is, everyone imagines things differently. What might seem clear to you can feel vague or disconnected for someone else, which means your message risks getting lost.
If you want readers to experience what you’re describing, the solution isn’t to ask them to imagine - it’s to show them.
Good storytelling in marketing means creating such a vivid picture that your audience feels like they’re already there. It’s about painting a scene so clearly they don’t have to work for it.
Why “imagine this” backfires in marketing copy
“Imagine this” might seem like a quick way to engage, but it’s a shortcut that leaves readers doing guesswork.
When your audience is focused on trying to visualise something, they’re not fully absorbing your message. Strong content should do this work for them, guiding them effortlessly to the scene, emotion, or insight without prompts.
Asking readers to imagine turns them away
There’s a myth the average adult’s attention span is less than a goldfish. While that isn’t necessarily true, what is widely accepted is that attention spans are getting shorter.
Web content, blogs, and social media are all consumed in bite-sized chunks. This means readers are often skimming through text, looking for points that immediately resonates or solve their problems.
When we ask them to imagine, we introduce friction that pulls them out of the moment. They’re being asked to do mental work that doesn’t guarantee a clear payoff. Every time you do this you risk losing their attention entirely.
In social media, where attention spans are even shorter, the need for instant, impactful visuals and descriptions is critical. Any extra effort required from the audience decreases the likelihood that they’ll stay and engage.
Show your readers the solution
Your marketing wants to create a sense of ‘paradise’ for your readers, presenting your product or service as the ideal solution without them needing to put in any effort to see it.
When you’re painting a picture of what your business offers, focus on the details that matter to your customers: how your solution will improve their day, solve their problems, or enhance their lives.
Don’t leave it up to their imagination - guide them there with clarity and purpose.
Instead of saying, “Imagine how energised and fit you could feel with our personal training sessions”, you could say, “Our personal training sessions empower you to feel stronger, with every workout leaving you invigorated, muscles engaged, and a renewed confidence that radiates into every part of your life.”
Notice how there’s no ask here - it simply lets the reader feel the experience. You’re showing them the paradise of transformation and energy, without asking them to picture it.
Connect, don’t command
When you skip the “imagine” commands and instead bring readers into the scene, you build a bridge of connection. They don’t feel like they’re working to understand your vision; they’re already there, seeing it as you describe it.
This approach not only keeps them engaged but also builds trust. When readers feel immersed in the story, they’re far more likely to resonate with your message and, ultimately, your brand.
By avoiding “imagine” and crafting vivid descriptions, you make your content accessible, engaging, and easy to connect with.
Readers want solutions that fit seamlessly into their lives, and it’s up to you to present these solutions so clearly that they can see the benefits without any extra effort. Good content, like good storytelling, leaves nothing to the imagination.
Get professional content writing that paints the picture for your audience - no imagination needed. Contact me to bring your brand’s story to life.
