less is MORE


Often, when paying for advertising, we want to include as much as we can for our customers. We want to give them a full picture of our products or services and get the best bang for our buck! However, this is not the time or the place (space).

We all recognise the value of a dollar and every dollar is hard earned. As a business owner you choose to invest your hard earned dollars in advertising space. Effectively, you’re buying an opportunity to reach your audience and educate them. The normal reaction is to want to include as much information as you can, so the customer gets a full picture of all the features and benefits you are offering. However, this isn’t always the best way of thinking, or the most effective. Less is often more! Think about the way you consume advertising. What do you do when you see an advertisement which is busy, cluttered, very colourful or just jam packed with text? Does it engage you to read every last skerrick of detail or do you find yourself drifting away from it,  hifting your focus elsewhere as it is too overwhelming and difficult to quickly digest? Recall the average human attention span is 8 Seconds, it would take longer than that to read an advertisement which could be mistaken as an essay!

Next time you are advertising, give some serious thought to the one, at most, two key messages you would like to get across to your audience. Consider space, colour and positioning. Consider the average human attention span (8 Seconds, it really isn’t very long!). Consider also the ease at which you recall a website address versus a phone number. Which do you think your clients will remember more easily? Although the intent is to give the customer as much information as possible in an convenient place, often this is overwhelming and has an adverse reaction.

For something different, consider using an intriguing teaser to peak the readers interest and engagement, sparking them to look for more info.

Boom, they are visiting your 24/7 store, your website! Hurrah!

If you would like assistance with advertising and marketing, please contact Tolita at 8 Seconds. Visit 8seconds.com.au. 8 Seconds, Marketing for your business.

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Posted on December 21, 2015 in advertising

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