![Psychotactics Rants show](https://d3dthqtvwic6y7.cloudfront.net/podcast-covers/000/045/353/small/psychotactics-rants.jpg)
Summary: If you've read The Brain Audit, you quickly understand that problems get the attention of the customer. So what do you tend to do next? You write your headline as a "problem" and then you proceed to put pictures with a "problem" in them. And that's a normal, yet big mistake to make. Photos should not be problem-based. And there's a reason why.