Like all good authors, speakers and communicators they (like marketeers) need to exploit the psychology of the mind, by appealing with emotive words and captivating images.
Marketeers refer to this as neuro marketing which is just another way connecting to the hearts and minds of readers.
Trial and Error
Today’s Internet technology allows us to test what words and pictures works better than others. By publishing online we can gauge interaction via the webs algorithms this allows us to upload content for social posts, or website content for analysis reaction, then retest the same content after some text editing and modifying images to compare the results again. Before and after testing enables us to optimise our language with key words and images to get the best the audience response and engagement to all the content we create for a specific target profile.