As marketers, we know the importance of breaking through the clutter. But so often, we don't get there.
There can be several dynamics at play; we add clarifying data, we take feedback from others, and we incorporate it. We wind up with an ad full of copy. Copy no one wants to read.
To break through - and make your message more memorable - try these tips.
1. Do the Prep. The hard work for any creative development is in the preparation, not the creation. Consider the audience, the insights about the audience, the positioning of your product or service, and the key message. What do you want the audience to think, feel, and do? Once you have written these down, then you can start the work.
2. Powerful Images Only. Use images or multimedia selectively - only if it enhances the message. Some of the most impactful work is copy only.
3. Leave Them Wanting to Learn More. Don't tell the reader everything in your ad. You can't do it, and they don't want you to. Get their interest and make them want to learn more. Bonus points if they can click to learn more or follow the story (and you get to track the results too).
4. Make it Skimmable. People don't want to make the effort to read, whether it's a long ad, long email, long video, or long blog post. Does the point get across when you skim?
5. Own the Approval. This one is for anyone who works in a team, or with lots of business partners, or with clients. Be clear about checking for input, but you as the marketing or branding person, need to have the final approval. Thank people for their suggestions, but ultimately, ensure the work speaks for itself.
These short tips, when followed, can help you craft the work that breaks through the clutter. Good luck!
