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Ensuring consistency of your message |
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Whatever your unique message turns out to be — whether it’s a headline, sentence, slogan, graphic, or other creative hook — be sure to use that message consistently in all media.
You need to apply the same message in all the forms of media you use in order to establish it as yours and yours alone and in order to give the consumer a better chance of remembering it.
For example, if your radio commercials talk about a half-price sale on a specific item, your newspaper ads should feature the same sale terms for the same item. Many small businesses (and a surprising number of large, national advertisers) make the mistake of being inconsistent, and it only serves to confuse the consumer and to water down the overall advertising impact (and budget).
The good thing about maintaining consistency from one medium to the next is that translating your message is even easier. If you spend hours and hours writing a 60-second radio script for an ad, and you decide to augment your radio advertising with some small newspaper ads, your time isn’t lost. In fact, your job is all but finished, because you can easily edit the same copy you wrote for radio so that it works for print, thereby creating a cohesive advertising message across both forms of media. One good piece of advertising copy always leads to another as your campaign begins to take shape.
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