OK, this might be a little dated – but he simplicity of this ad is brilliant.
Good advertising focuses on one benefit, and communicates it as simply as possible.
It’s not always easy to do.
How many businesses just do one thing? How many businesses offer just one benefit?
It’s often easier to list features.
But in world where we’re exposed to thousands of marketing messages every day, short and sweet is almost always more effective.
So, take the time to really think about the one thing you want to communicate. It’s called a proposition.
Keep it simple, keep it focused, and keep it brief.
As Oscar Wilde once said, and I paraphrase – “I apologise for the length of this letter. If I had more time, it would have been shorter”.
How easy do find it to keep your marketing proposition simple?
