You’ve heard it before, Keep It Simple, Stupid. But do you know how to apply the principle when it comes to your marketing strategy?
“It seems that perfection is reached not when there is nothing left to add, but when there is nothing left to take away” – Antoine de Saint Exupéry
When faced with a small display ad, short TV spot, even a website, it’s easy to start filling every inch of space with information. Logos, address, phone, email, website, free offer, taglines…STOP. Even this list is boring to read.
So how do you apply the K.I.S.S. approach to your campaign?
Focus: One singular focus for each ad or promotional piece will ensure your reader gets the point without a lot of confusion. Just because you have a fax number and a twitter ID doesn’t mean it needs to appear on every piece you create.
Cut: Even with a focused concept you still need to edit. One great way to add clarity is to cut copy. If you need help, check out this article on How to Write with a Knife.
Be Clear: Don’t lose your customers with complex industry jargon or a lengthy description of your business philosophy. Get to the point. Simplify your campaign, simplify your life.