Does your advertising look like this sign?
A few years ago, I heard a comedian who was visiting Adelaide talk about our crazy parking signs. I’d previously assumed that every city had crazy parking signs just like this. Maybe not. But whether they do or they don’t, I thought this sign was a great example of trying to get way too many different messages across all at once. Which just doesn’t work. Clear advertising messages get results. As a freelance copywriter who helps other business owners with their advertising, I see many people trying to get a lot of messages across all at once and confusing the audience completely. But I get it. It’s understandable.
When you have a lot of products or services to explain, it’s tempting to try to do it all. For example, when you have the undivided attention of someone at a networking function who’s just asked you what you do, it’s extremely tempting to try to cram as much into your elevator pitch as you possibly can. Same with the signage for your business. Or a billboard. Or your brochure. Or the front page of your website. Unfortunately, it just creates confusion.
What’s your main message?
Whenever I get a new client, I ask them some questions. Including, who is your target audience? (Everybody.) and what is your one, most important, single-minded message? (Everything.) You may laugh, but I really do hear this a lot. Then it’s my job to interview the client, find out all about his business and try to get to the bottom of all the information to find that one clear single-minded message.
Here’s a great example of one clear, focused message
It’s for the Adopt a Greyhound program run by www.gapsa.org.au When I saw their ad on the back of a bus the other day, it really stood out from the run-of-the-mill ads we see thousands of, every day. It cut through. Which is what you want your message to do. If you need help doing this, please call me on 0412 322 982. I’d be happy to help you. Karen 🙂
P.S. I moved my car.