The real challenge of creating your advertising is to devise a hook that will cut through the clutter that consumers are exposed to each and every day.
For example, a really clever, creative two-column newspaper ad with a headline that reaches out and grabs your attention can stand head and shoulders above a full-page, four-color ad that completely misses the mark. Similarly, a radio spot that takes a fresh approach will enjoy much more listener recall than a spot that drones on and on without giving the listener a clear reason to actually hear it. The best rule you can use as you work toward creating memorable advertising for today’s marketplace is summarized in an acronym you won’t forget: KISS, which stands for “Keep it simple, stupid.”
Why is keeping it simple so important? Because today, more than ever before, consumers are deluged with information. Many people are connected to the outside world every minute of the day. Computers, cell phones, Blackberries and other personal digital assistants (PDAs), the Internet, radios, television, and many other electronic devices keep people within reach of information. The amount of data available is overwhelming, and the media throws advertising into this cauldron of information. At the very least, you hope your ads will be noticed; in a perfect world, consumers will remember them and act on what they hear. The key to igniting consumer memory is keeping it simple.
Consumers choose to shop at a particular store when dozens of stores carry essentially the same products because they’re captured by an ad that gives them a clear, concise reason to buy — an idea presented in an eye-catching, creative way. Perhaps they desire a great low price, a special that includes a free gift, a discount on future purchases, or any number of things. Whatever the consumers desire, an ad grabbed their attention, and they responded. And, whatever the ad was, I’m willing to bet that the company presented it in a very simple, easy-to-understand manner.
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