Shouting lots of different messages at once can just create white noise that means no-one can hear anything.
How many messages do you want to get across in your marketing?
How many messages do you NEED to get across in your marketing is a very different question.
What you can end up with is a bunch of headlines that have the same effect of shouting at your potential customer so much, that they can’t take anything in, it all just becomes white noise.
I’ve had clients in the past give me enough text to fill an A4 sheet that they ask me to squeeze on a single sided A5 leaflet. That can get tricky!
Some have about 6 different messages to get across at once.
You need to ask yourself ‘what is your main objective here?’ What’s the most important thing I want them to get from this?
It’s way more effective to prioritise which message you want to lead with, tease people in and get them interested. Only then will you be able to hold their attention long enough to tell more of your story.
In an old agency I worked in, we included a section on the brief that asked ‘What’s the SINGLE most important message you want to get across?’ There would often be several secondary messages but if the account team could fill this in it really helped us creatives work out the best starting point for a design.
My job is to find visual ways of drawing people in with that single minded message, and then guiding them down into any secondary messaging and further detail without overwhelming.
If you have lots of things to say that’s absolutely fine! Get in touch with me to find out how we can get them all across clearly.
Comments