Advertising your company or product can be a daunting task. We’ve talked before about the steps needed to be successful. Everyone wants to be unique and have an ad like no one else’s. While emulating another is supposed to be the sincerest form of flattery, in marketing circles that just doesn’t work. To be remembered, you need to market your products in a way that is memorable.
Half a century ago, advertising was relegated to newspapers, magazines and billboards. If you had an idea or a service to offer, your marketing options were limited. Companies grew more by word of mouth than by idealized commercials or by the most current and avant-garde spaces. Most were limited to serving their local communities and national expansion was virtually unknown.
The digital age has arrived. The term ‘think outside the box’ was a popular catchphrase in boardrooms and marketing departments around the world. The companies were trying to determine how they can become tea industry leader in a world gone ad-mad. What concept is going to be the one that not only opens the box, but makes it explode into little pieces?
Companies spend a lot of money annually on their advertising budgets. However, there are times when, for large corporations, spending is not so much about the message as it is about the format they choose to display it. While you can find different and unusual ways to deliver marketing messages to the public, smaller businesses with limited advertising budgets need to deliver the message, not the messenger.
So how do you create an exceptional marketing message?
Keep your message short, sweet and to the point. Looking for the maximum impact in your advertising does not mean having to give the maximum information at once. Sometimes the axiom ‘less is more’ fits. In today’s world of sound bites, blurbs, and tweets, concisely conveying a message can also have a big impact.
Use succinct language to entice customers and make them want more. Offer them more by sending them to informative landing pages on your website or emailing them for details. Asking the public to just call is never a good idea, as it will not only occupy your customer service staff, but also cast them in a less than favorable light. Most people prefer to see information about a product or service rather than call unless they are ready to buy. Instead, put your phone number in any marketing medium as an addition and not as a sole CIO. Then look at the increase in marketing conversions.
The next time you’re trying a new marketing campaign, try the concise approach.
