September 2014

Insights on More or Less

Blog Message

The more, the better, right? When it comes to your marketing message, the opposite is usually the best course of action.

One of the biggest advertising mistakes is trying to cram way too much information into the communications.

It’s human nature to want to go on and on about all the great features your product or service offers. After all, aren’t 20 great things better than one? Not if you want people to remember anything about your business.

The old axiom, K.I.S.S. – Keep It Simple, Silly  (Yes, I know that last word in that acronym isn’t “silly” but this is a polite blog and that word works just as well) should apply to your marketing materials. People are busy. People are bombarded by thousands of marketing messages every day. People don’t really care what you’re selling….unless you make them care. And the best way to make them care is to provide them something interesting — and to do it in a way that doesn’t take up too much of their valuable time.

To get the most from your marketing, you need to focus each ad down to a single, compelling idea. Yes, you may not convince everyone with that one compelling idea, but if you try to be everything to everyone, chances are you’ll end up being uninteresting to everyone.

Keeping your message simple also improves recall. After a person has seen your message, you need to make it as easy as possible to remember the one big reason they should choose you.

Don’t forget, people are lazy. When faced with a long list or a page full of information, they are more than likely to not read any of it. With that thought in mind, I’m going to end this blog before it becomes too long and intimidating looking for anyone to want to read.

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