This newsletter is a result of Impact's collective years of experience in publication services helping corporate clients develop effective, creative communication tools. Please feel free to forward this email to others within your organization. Marketing,
Issue 2 I’ve
seen it again and again. A client brings us a 2 inch by 3 inch ad; he wants the
ad to include a brief history of the company and its mission statement, feature
three new products, describe the warranty, include a coupon for 15% off the next
purchase, give driving directions, and show a picture of the president. While
these may all be good things to put in an ad, it is not good to put them all in
ONE ad. Hitting
thirsty people with a fire hose is not the most effective way to give them a
drink. Sure, you’ve got a lot of water and they want to drink, but isn’t
there a better way? The
most effective way to give a thirsty person a drink is one glass at a time. The
same holds true in communication pieces. Rather
than trying to say everything, choose your main message. There can be secondary and, if necessary, tertiary messages, but even those must relate back to the main message. If you
need to communicate several main points, you may want to consider a campaign--a
series of ads or brochures, each with its own main message. This allows readers
to absorb information pertinent to them without being overwhelmed with messages
in which they have no interest or need. When
you are developing a communication piece, sometimes less is more. Saying less
can actually be more effective. Don’t
blow your audience away with a fire hose of information; offer them a drink, one
glass at a time.
Choose
one main message and communicate it clearly. What can we do to help you? Just email me at dave@impact.ws or call 847/530-3214. We're open Monday through Friday, 9:00 am to 5:00 pm central standard time. "You and your team heard what was wanted/needed, you made great and valuable suggestions and were able to deliver a one-of-a-kind product in a very tight timeframe." Mary Lynnes Topics Privacy Reprint
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Impact
Productions Want
to look good? Dave Gillaspie |
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