Less is more.

November 15, 2010 § Leave a comment

In marketing, it can be instinctive for a business owner to want to put as much information in the public eye as possible when designing promotional materials.  It makes sense, doesn’t it?  To want the consumer to know every service or product you have to offer.  Simply because sales are the bottom line.

However, it’s truly more effective to entice the public through your marketing efforts.  Put just enough information out there for them to come to you – be it your place of business or website.  Then once they’re there, you can give them the full gamut.  They’re there.  You have their full attention.  This is a much more persuasive way to sell than taking the chance of information overload on a brochure, billboard or commercial.  If you put too much, you run the risk of the viewer taking away nothing from the advertisement at all.  And consequently, losing a possible sale because of it.

Look at the billboard examples below.  People will see these while moving.  Probably spend only a few seconds looking at them.  Do you think they’d be able to even read all the information on the second one, much less retain anything from it?

You want to be simple and direct.  To not only remember you, but to want to know more.


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