Gotcha. You do that in the application configuration. Here's a picture of the configuration editor (the right-hand panel)...It's in the same spot where you write your help text.
Just add text like: <img src="pic_mountain.jpg" alt="Mountain View" style="width:304px;height:228px">
I am hosting this template so the configuration app is not available. I'm having a difficult time trying to figure where/what file to modify for adding the image to the help popup.
So, you'll want to edit the Finder.json - in my file it is line 35.
You edit the tag for helpMessageBox.content.
Here's an example:
"helpMessageBox.content": "<b>Picture of a Duck</b><hr>\n<br>\nHere is my awesome picture of a duck.\n<br><br>\n<b><img src=\"http://www.hdwallpapersinn.com/wp-content/uploads/2014/08/Swim-Baby-Duck-Wallpaper-Cute-Animal.jpg\"...>"