By Bob Negen, Founder, WhizBang! Training
Trying to cram too much information into too small a space is a classic – and potentially catastrophic – marketing mistake. And you see it all the time in everything from Yellow Page ads to in-store signs.
Make sure you’re not trying to fit everything but the kitchen sink in your ads. You’ll end up with so much going on that not a single message makes it through the clutter and into your customers’ brain.
This happens frequently in newspaper ads. An ad will try to highlight the people’s choice award the company won, the service guarantee, the broad selection of merchandise, the weekly special offer, the number of years the company has been in business, PLUS give the address, phone number, and business logo with tag line in a 3” X 4” ad.
My head is spinning just thinking about it.
But, hey, I understand why it happens. Those ads aren’t cheap and you want to tell everyone as much great stuff about your business as you can to make it worth the money.
Problem is, most people just won’t retain ANYTHING if you’ve overloaded them with information. And then the ad’s a real waste of money.
So whenever you’re trying to communicate to your customers in a small space – whether it’s the sign on your door, your answering machine message, a newspaper ad, or a direct mail postcard – be very clear about what is most important is for them to understand.
And say that.
Leave out all the extra information and they’re more likely to actually receive the important message you want them to hear.
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In 1999 Bob Negen and his wife Susan founded WhizBang! Training to help independent retailers thrive in today’s super-competitive market. The couple are both recognized as leading retail experts, are authors of the bestseller Marketing Your Retail Store In The Internet Age and are creators of the acclaimed Retail Mastery System.