the opinions and musings behind the expertise
Quick And to the Point
Posted: October 10, 2014
This will be a short blog because otherwise I would not be following my own advice.
In all my years in marketing and advertising, by far the most common mistake I encounter is too much information crammed into a communication piece. Fans of ‘I’ll tell you as many things as I possibly can and hopefully I will say something that will appeal to you’ think this is a great way to get their money’s worth. However, this ‘tell all’ method creates the exact opposite result. I’m sure most of us have been at a presentation or looked at a brochure or viewed a print ad and after the third or fourth ‘key’ point you start the tune out process and by the seventh or eighth point it all starts to become white noise.
I recall reading about a jam company that set-up a tasting table at a grocery store with 20 favours to sample and then they gave each participant a coupon to buy one of the jams at half price. The result? Very few sales since people were overwhelmed with choice that they could not decide what they were going to buy. The following week, the process was repeated with just three jams and nearly all the customers made a purchase. People say they want a lot of choice/information but in the end it just confuses them.
Imagine instead picking up a magazine and coming across an ad with a powerful image and one simple statement. Think about how much more impact this creates. How much easier it is to absorb and remember.
I know I am far from the first person to write about the power of brevity. However, it appears to be advice people agree with on the surface and then quickly dismiss as they begin to compile the ‘War and Peace’ write up on their newest product or service offering. So in a nutshell: “Say less and accomplish more!”