Trying to attract more customers? Your results will depend on how well your marketing message communicates with consumers. The secret to effective advertising is that it’s no secret at all.
Effective Advertising starts with knowing your goal
There’s lots that you can try, lots that you can say. But effective advertising starts with a well defined message. What do you really want to accomplish? In business, what’s most profitable. “Follow the money” and you’ll be on the right path. Most advertising is expensive (as opposed to inexpensive yet effective guerrilla marketing techniques) so you don’t want to waste your investment with undefined goals and unclear message.
Effective Advertising is short and to the point
Don’t wander. Get comfortable with the KISS method: your advertising will work better if you keep it short, keep it clear. Stay on topic. Edit ruthlessly to get rid of fluff, meaningless clichés, and repetitive. Don’t use long complicated words when short ones work. The same rule applies to sentences. Keep them short and make them deliver one idea. Say it once, say it clearly.
Focus on one idea at a time an you’ll have more effective advertising
If you must advertise multiple products or services, or the product has several key selling features, dedicate one sentence (or group of sentences) to each idea. Then clearly move on to the next feature. Introduce each idea, deliver the main message, and show the benefit. The most effective advertising is the result of lots of work. Mark Twain is quoted as saying “I would have written a shorter letter but I didn’t have the time” (or was it Blaise Pascale?). Either way, writing a short message takes extra work. But it’s the key to effective advertising.
Can’t boil down your idea into a short effective phrase? Call for a free “short” brainstorming session.