Now more than ever, your company’s marketing message should be short, sweet and straightforward; and, here’s why: Today’s consumers are bombarded with marketing messages every day; from the print ads they read in magazines and newspapers, to the labels on the clothes they wear, to the television commercials they watch during their favorite prime time show.
- The fast-paced world of today requires simpler marketing messages. Consumersare on the move and consistently dealing withcareer, family and personal demands. They do not have the time to dissect and understand complex and long messages.
- Distilled messages stand out. Elaborate and complex messages get lost in the sea of more than 240 advertisements that a person receives daily. Simple messages, on the other hand, have a greater chance of breaking through the barrier and reaching the consumer.
- Simpler messages stick. Just look at the several successful campaigns that have a simple and direct message. The goal of most marketers is to create and establish a brand and brand message that becomes an integral part of consumer conversation. “Got Milk,” for example, carries more meaning and is catchier than “Drinking Milk is Good for You.” These types of messages and their brands are the ones that become ingrained in a consumer’s subconscious mind.
The more messages that dominate the market, the harder it is to stand out and effectively reach your target audience. Stick with simple, direct messages because those are the ones that elicit results.