Simple Messages in Advertising -- The Better to Understand You With, My DearBy: Kevin Nunley
It is better to advertise with simple messages and have everyone understand you, than to advertise with complex messages and have only 20% of viewers understand you.
Brilliantly clever advertising executives often come up with ad campaigns that dazzle viewers. Viewers may be dazzled, but whether they can discern what is actually being communicated in the ad remains to be seen.
When considering how you want to phrase your advertising copy, don't tailor the message to what would impress you. Tailor the message to what would sell to everyone.
The fact is, most people only read, listen, and watch advertising with a tiny percentage of their brain. When I'm watching TV and it comes time for the advertisements, I usually head to the kitchen for a handful of M&Ms. But I can still hear the TV.
The human brain takes in everything that goes on -- sights, sounds, feelings -- so whether your viewer is consciously paying attention to your message or not, some level of their psyche is taking it in. But whether your message is stored away in the long-term memory depends on the clarity of your ad.
I don't remember things I don't understand. No one does. So your advertising will only make a long-term impact if the message is clear. Otherwise, it will be forgotten within minutes.
That is why it is important to keep your advertising copy as simple as possible. One of the top two reasons marketing fails is because the ad isn't clear.
Here are some imperative tips to keep in mind when writing and designing your ads:
© 2002 DrNunley.com.
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