A Research Brief story from last week suggests that up to three-fourths of Americans surveyed said they have been confused by a television commercial recently. Click here to read the story.
Implications: In my opinion, the same could be said of messages that are printed, served or broadcast in almost any media: Too much clever, not enough clarity.
Next time you’re proofing an ad for your company, consider getting some help from a customer. If your target consumer doesn’t get it, your approval or opinion of the creative is not all that relevant.
Tips: Start by knowing who the customer is that you're trying to target, the benefits they desire most when purchasing your product or service, which other providers they might be considering (as an alternative to buying from you), and what kinds of tactics might spur them to action now or very soon.
Mike Anderson
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