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Marketing, Issue 2
Say What? – What’s Your Main Message?

By Dave Gillaspie
President, Impact Productions
847/
530-3214
http://www.impact.ws

A common mistake I’ve seen over and over again is trying to say too much all at once. It’s easy to do because no one knows more about your business or organization than you. It’s only natural to want to give your desired audience the whole message. You don’t want them to miss anything! We reason to ourselves, “If I leave something out, that something may be just the thing that they need!”

The problem, however, is in trying to communicate everything in one piece, you will accomplish the exact opposite. You will communicate NOTHING.

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.

An effective communication piece will have ONE 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.
In the upcoming issues of “News You Can Use” we will look at some more key factors in creating effective communication tools.

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
Executive Assistant
Underwriters Laboratories Inc.


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You can email me at dave@impact.ws

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Impact Productions
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Impact Productions has been providing publication services and making clients look good for over ten years.

Want to look good?
Drop me an email or call me today. I'll be glad to sit down with you to see how we can make you look good!

Dave Gillaspie
President, Impact Productions
847/530-3214
dave@impact.ws
http://www.impact.ws


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