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About The Author
Kim Phillips is an independent marketing consultant specializing in branding, communication strategy, creative writing and design, online content, email marketing and social media.
Simple is hard.
Posted in Advertising, Creativity, Design, Marketing, Writing - Leave a Comment
A drummer will tell you it’s not about when to play, it’s about when not to play. It’s the white space – and a single focus – that gives an advertising message impact. Yet, it’s tempting to put everything about a product in an ad. The thinking behind kitchen-sink advertising is, if we don’t list all the features of the product, we may miss one that appeals to the target. Actually, the more you say, the less they want it. Think of every advertising message like it’s a billboard and targets are whizzing by at 85 mph; if they see it at all amongst the myriad things competing for attention, can they take it in, and will it stick?
It takes a lot of work, and courage, to find the one thing that will make someone want your product and say only that. If you’re a business owner, you’re mighty proud of all that stuff you sell, and you have your own capital in it, so you want it all sold asap. If you’re an advertising writer in a large organization, you’ll have product managers breathing down your neck to put all their brilliantly conceived features into the ad. If you’re a freelancer slaving away at your desk in the basement, you don’t want to challenge the client’s urge to say it all, because you want to get paid.
Resist the urge to say everything. Find the one thing and let it scream. Remember Volkswagen’s “Think Small” campaign? Probably no one has ever topped it.
Thinking small is hard but not impossible. There’s help here.
(use “back” button after viewing each ad)
Thanks to veerle’s blog for inspiration.
Tags: Advertising, Creativity, Get Lucid Marketing, marketing blog, writing tips