It’s no wonder we’re all suffering from information overload.
Emails, instant messages, likes, tweets and texts clog our mailboxes, mind and memory.
So what’s a marketer with a message to do? How do we break through the clutter, capture consumer attention and build business for our clients and customers?
Stick to the rule of one.
Engage one audience, deliver one message and craft one call to action.
Marketers often cast too wide a net when choosing their target market. If you want your message to resonate–narrowcast (spreading an advertising message to a select demographic). Choose one audience, (the more focused the better), know their pain points and speak their language. Don’t just speak to teachers; speak to 5th grade history teachers from the Midwest.
In his seminal book, The New Positioning, Jack Trout notes that minds hate complexity. So what’s the best way to enter minds that hate complexity? Oversimplify the message. No need to tell your entire story. As Mr. Trout says, “focus on one powerful attribute and drive it into the minds of your audience.”
One Call to Action
Whether you’re crafting an email marketing campaign, designing a print ad, or producing a video, you want your target audience to make one decision. Otherwise, they become confused and we all know how minds feel about complexity and confusion. Stick with one call to action (one simple command). And make sure its easy to find and easy to comprehend.
The bottom line, resist the temptation to overcomplicate your messaging. Trust in the simplicity and power of one and your marketing campaigns will prove much more successful.
One more thing…if you have any questions shoot me an email at firstname.lastname@example.org.