Sublime

If you add captions to your images, they will be some of the most highly read text on the page. I call captions that include an offer statement action captions

More people read the captions under illustrations than read the ’body copy, so never use an illustration without putting a caption under it. Your caption should include the brand name and the promise.

Captions should appear under all your photographs. Twice as many people read them as read body copy. And use your captions to sell. The best captions are mini-advertisements in themselves.