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You've heard the expression "A picture is worth a thousand words." It's just not true. In fact, it's quite the opposite. A word can be worth a thousand mental images. Mental images are different from visual images.

Mental images engage all five senses (taste, touch, smell, sight, and sound) and compose the brain's native language. Words are the keys that unlock stored memories associated with those mental images. For example, the mental image of an African horse covered in black and white stripes is immediately associated with the word "zebra" in your mind.

A popular myth is that we remember more of what we see than hear. But in reality, the power of sound is much stronger. The mind works through the ear. You cannot see without looking, but you can hear without listening. You can close your eyes but not your ears. Sound is intrusive. It's downright irresistable.

The written word was created to represent the spoken word. In fact, written words have no meaning until they become spoken words in your mind. It's the reason you learn how to talk before you learn to read or write. Sound is the catalyst of learning. Notice how much of your brain's memory is dedicated to sound versus sight.

Want more evidence to support the power of sound? In 1970, Congress banned cigarette advertising in radio and television. Ever wonder why you only see tobacco ads in magazines or on billboards?

It was determined that broadcast advertising (sound) is much too persuasive. The tobacco industry has been on the decline ever since, even with a barrage of magazine, billboard, and point-of-purchase ads promoting cigarettes. So much for passive media, huh?

What does it all mean to you? As an advertiser, you should use the power of sound via radio and television to grow your business. No ad budget is too small. Let Sound Advice show you how.

*Read Secret Formulas of the Wizard Of Ads by Roy H. Williams.