Get to the Point

Let’s just get to the point.

You know those community coupon books you get in the mail twice a week?

The ones with all the local business coupons for dry cleaners, and restaurants and lawn companies and such?

Well I’m addicted to reading those — even though the ads are so bad I cringe to the point of elevated blood pressure… seriously, for a branding guy, it’s like nails on a chalkboard.

anyway… Small businesses are infamous for cramming way to much information into a single advertisement.

I think they feel this compulsive need to make sure that they are getting their money’s worth out of every square inch of that ad.

The irony is, the more information they put on the ad, the less likely anyone is going to read it.

The human brain is literally programmed to eliminate confusion and overwhelm— so that ad that you did last fall that lists off the 37 different services you offer…well nobody really read that. You wasted your money.

What they did read though, was the ad your corporate competitor did that had all that nice white space and that one simple message.

Yeah, they looked at that one.

And they probably did business with that company too.

It’s not that the other company didn’t have 37 services that they could have talked about.

They simply knew what I’m telling you now. To get your audience to engage with your ad, eliminate the clutter and get to the point.

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