Keep those communications simple
I was going up a packed escalator on the tube last week surrounded by my fellow Londoners – wonderful! As the ads for musicals, make up and Majorca flashed past I was wondering what impact they were having on my fellow travellers. Did they get the message in that fleeting moment? Would it generate any action? Adverts for shows like Chicago with strong imagery and few words were pretty clear and might well have reminded those who had heard of but not seen the show to book. Others were far more cluttered with small print and even smaller telephone numbers and web addresses. The worst offenders were the many technical colleges who typically for academics had to get everything onto the page. Why not promote a university degree course like a show - radical but perfectly possible. How clear are your messages? Would they pass the tube test?
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May 29th, 2007 at 11:21 am
Well spotted. We are often guilty of being so wrapped up in our own businesses that we forget the main selling point and how to convey it. We certainly know what Chicago is ’selling’ when we see the imagery!!
There are some particularly good books on advertising by David Ogilvy that help convey a good headline when you are writing an advert. They are also very useful for sales letters where the same thing applies.