Even the biggest companies in the energy development industry can learn a valuable marketing lesson from a tiny little car: that simple really is better.
Image may be NSFW.
Clik here to view.
Recently I was reminded of a quote attributed to Leonardo Da Vinci: “Simplicity is the ultimate sophistication.”
When it comes to marketing, however, a startling number of companies continue to live by the code “More is better.” From the monster truck “Sunday! Sunday! Sunday!” yell to the “But wait, there’s more!” exclamation on an infomercial, companies are cramming every product, benefit, testimonial and color ever associated with them is crammed into a :30 spot, a single print ad or webpage. The result is visual chaos and mental fatigue.
Compare those ads (you know you’ve seen them…and maybe even created a few) with the Volkswagen ads of the 1960′s, widely regarded as some of the most compelling–and unforgettable–ever created. Created by DDB, they were simple in the extreme, usually incorporating a single photo and a message you couldn’t help but read. Headlines like “Live below your means,” “It makes your house look bigger” and “Think small.” One of the most brilliant was titled “Lemon”, and then went on to underscore the company’s commitment to detail by using a single “blemished” strip on the glove compartment as an example.
Image may be NSFW.
Clik here to view.
The simplicity of the VW ads did something that over-produced, overwrought spots will never do: engage the audience by making the communication personal. And, 50 years after they were first created, they are still just as intriguing.
Image may be NSFW.
Clik here to view.
When you evaluate your own marketing, you need to ask yourself whether or not the “more” is getting in the way of the story you’re trying to tell. Are the graphics on your print ad so overwrought that the benefit of your product or service is completely missed by the reader? Is your site loaded with gimmicks, but lacking in depth? If you’re seeing more flash than feature, more chaos than communication, it’s time to simplify. Here’s how:
- Center on your audience. The way that you will approach consumers is likely to differ greatly from how you will target trade professionals. Trying to capture the attention of both will result in an overwhelming-and unsuccessful-mishmash of information and ideas.
- Choose a single message. Decide what specific message you want to share in an ad, then stick to it. It may be helpful to make a list of the products, features or benefits that you want to promote to your target market, then rate them in order of importance based on the current season or market conditions. An ad that has been stuffed with every possible factoid about your business is an ad that will be ignored.
- Cut, then cut again. When preparing the writing for your ad-whether in print, radio or television-you need to get to the point. A helpful hint is to write everything you’d love the ad to say. Then cut it by half. Then cut it by half again (and again, if needed) until you get to the heart of the matter. This doesn’t mean you can’t use some creativity; it just eliminates the unnecessary information that gets in the way of speaking to your customers.
- Clear the clutter. Just as the writing can be superfluous, so can graphics be in print copy and sound and/or visuals in audio/video pieces. If your eye doesn’t know where to land, or if you are more focused on the music in the background than the message being shared, start deleting. As Volkswagen proved half a century ago, a single photo and clear writing can serve you better than all of the cool graphics in the world.