My wife Amy and I were shopping for our first house in 1993.
Our Realtor, Brian, walked us through a few homes during the first two weekends of our search. Then, on our third trip, he showed us six houses in just one afternoon.
By that night, I couldn’t keep any of the homes straight.
In my mind, I put the perfect kitchen from house number one next to the great room in house five. I moved the ugly fireplace from the brick two-story into the den of the sprawling ranch.
During our tours, I had to take in a lot of information with very little context. I was seeing the homes and their features for the first time in relatively quick succession. And since I couldn’t keep them separated, I wasn’t able to make a confident buying decision.
Brian called the next day.
“I think you should see the fourth house again,” he said. “It has everything you’re looking for.”
We agreed to another tour. But this time, we looked only at the fourth house.
As we walked through that second time, everything came into focus. I was able to concentrate on the amenities and details. I could see the advantages of owning that home.
I was also amazed at how I missed all those benefits during the first tour.
We bought the house, started our family there and made it our home for nine years.
The Advertising Equivalent
Your potential customers live in a cluttered media marketplace. There’s a lot to see and hear, and there are countless others clamoring for their attention. It’s no wonder your message could get lost, forgotten or confused with that of other brands.
So, do what Brian the Realtor eventually did: help your audience focus. Make it easier for them to see - and remember - you and your message.
A few suggestions:
Commit to your channels. For instance, don’t air radio spots for a week and then bolt. Stick with your chosen media at least long enough for the audience to think of you as THE provider of the product or service you offer.
Limit your message in each channel to one key point. Make it easy for your prospective customers to associate your name with your primary product, service or benefit.
Introduce other services slowly. Resist any urge to tell your audience about everything you sell right now. Wait until you own your keyword or phrase before giving your audience more to remember.
Keep it simple. Whether you’re developing an online, outdoor or broadcast advertising campaign, don’t overwhelm your audience with content. Use simple language. Include plenty of white space in your visual ads to easily draw attention to your most important point. You might even consider adding silence or “a little room” between the audio elements of your radio, TV and video messages. That quick “break” may give your listeners the time they need to absorb your key points.