What you say in advertising is more important than how you say it. – David Ogilvy
In an attention economy, when you get a customer’s attention make sure not to waste it. When there’s more noise than ever, it’s important to have a clear message. Answering the following questions is imperative:
What do you want to say? Who are you saying it to? How can that be communicated most effectively?
Ads without a goal end up being confusing. For example, after watching Tim Tebow’s Super Bowl ad I was mostly puzzled. Creativity and cleverness will not materialize a win in this context; an ad generated without a purpose (or a clear purpose) will not be effective. Ads may also fall into the trap of trying to stand for everything, where they become ads that stand for nothing.
There is a proliferation of noise and information in the online space as well. To counteract this, HubSpot provides best practices to help direct the flow of incoming online traffic. For example, it recommends clearing landing pages of unnecessary content and having a clear call to action. A call to action that is direct, easy to view and understand will yield the greatest results.
Above all: remember to keep it simple.
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