Brain Darts (Part 2/3) | Bruce Turkel

3. Make It Simple.

How many times have you seen an ad and walked away thinking, “What on earth were they talking about?” If the message isn’t to the point, consumers simply won’t take the time to figure it out. They have much better ways to spend their time.

Of course, making it simple isn’t always an easy thing to do. The challenge is finding the one most relevant aspect of your brand and communicating that in an interesting way.

4. Make It Quick.

If consumers do indeed have better things to do than to figure out your message then it also makes sense that they will not invest too much of their precious time paying attention to your marketing. As George Bernard Shaw famously wrote: “…I apologize for writing you such a long letter, but I simply did not have the time to write you a short one.” You need to invest the time in paring your message or your consumer will simply pass you by.

5. Make It Yours.

Because consumers are bombarded by so many messages, how do you make yours stand apart from the rest? You have to own your messages. You have to find a unique voice that no one else in your industry can claim. Making it yours means staying abreast of what your competitors are doing so that you can zig when they zag. Don’t be different for the sake of being different. Be different because you know and can show that, in fact, you are different.

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