Posts Tagged ‘Messaging’

How to cut through the 3,000 ad messages per day

Tuesday, December 9, 2008

In one word…Simplify.

The number of advertising messages consumers are subjected to seems to vary depending upon the source. It can be anywhere from 300 to 3,000 messages per day. These include your traditional radio, TV, billboard and direct mail messages to the quickly glanced and forgotten newspaper ads, online banner ads,  logos on buildings and products and many other creative avenues too numerous to mention.

So how do you cut through all of the clutter? Speak to the right consumer at the right time with a simplified message.

Most, if not everyone, knows that TV is switching to all digital this coming February 2009. I recently went out and bought two digital converter boxes for my analog TVs. However, I soon discovered that my old rabbit-ear antennae was not strong enough to pick up the digital signals. Off to the store I went in search of a powered digital antennae.

Here is where the simplicity sold me on a particular model. The packaging explained in simple terms what this model would do in comparison to my old style of antennae and other similar looking digital antennas. It was not the most expensive, nor the least expensive product on the shelf. In that instance, I was sold.

Simplify your message at the point of the consumers decision.

I have always adhered to the following quote when creating product messaging:

So tell me quick and tell me true
(Or else, my love, to hell with you!)
Less – “How this product came to be”;
More – “what the damn thing does for me!”

The quote above is part of a larger poem in the book, “How To Write A Good Advertisement“, by Victor O. Schwab.

Now, simplicity does not necessarily mean brief or short. That is a whole other topic on short vs. long copy. My point is that the message needs to be simplified for the consumer to understand and it should be about them and not about you (the advertiser).

In the digital antennae example, the benefit of the product was clear and simple about how this product would solve my problem. The benefit to me was clearly defined – in a simple way. The other products on the shelf may have been better, but they did not get my sale.